Digital Marketing is promoting products or brands via one or more forms of electronic mediums. Electronic mediums like Laptop, Mobile and Tabs etc. Digital marketing is one of the few industries where the demand for skilled professionals is significantly higher than the supply. Now is the perfect time for you to gain a digital marketing qualification and future-proof your career with the certification standard in digital marketing. The training sessions will enable the participants to unleash the potential of digital media and in the process will ensure that they have acquired the right skills to explore the opportunities in digital world.

From being an alternative distribution channel, the Internet today has become a mainstay in core marketing activities like advertising, sales, creation of word-of-mouth customer service, new product design and even branding. There are many tangible means for monetization of content through newer forms of online advertising and interactive marketing tools on the mobile web. These processes are just beginning and will have an enormous impact on our activities and the way we relate to people and organizations.

This course will provide candidates with an analytical and theoretical framework to understand the emerging practices in the world of Digital Marketing. It will cover the what, why and how of major current approaches, including online listening and monitoring, search engine optimization and social media participation.

Learning Outcomes

  • Understand how they can use digital marketing to increase sales and grow their business.
  • Using digital marketing efforts to connect you with consumers on the Internet.
  • Increasing the visibility of your business and helping you with building a great reputation for your business in the online arena.
  • Helping you to analyze data generated in the process of digital marketing and using it for decision making.
  • Become familiar with the elements of the digital marketing plan

Who Should Attend

  • Working professionals with roles in Sales, Marketing, Business Development, Branding, Advertising, Communications and Digital Marketing who have specific responsibilities to market their products and services worldwide through online medium.
  • Professionals in fields like Customer Relations, Product Development, HR, Consultation, PR etc. who have an increasing need to understand and employ social media marketing to increase reach and improve efficiency.
  • Business Heads with the responsibility to identify innovative marketing channels and leverage social media for growth and outreach.
  • Entrepreneurs and Business Owners who have the ambition to create and establish their business presence globally through online marketing.
  • Interns or early professionals who want to enhance their knowledge in online marketing methods and want to know how to engage effectively with social media.

Objectives of Course

Advance Diploma in Digital Marketing intends with the following objectives:

  • Facilitate effective design and innovation skills to create solutions to the real world problems.
  • The program is aimed to provide skillset for entrepreneurship careers.
  • Enhancing Technical and Business communication skills.
  • To master computer application discipline to students from all backgrounds.

Opportunities in Digital Marketing

  • Start own company
  • Affiliate Marketing Income
  • Professional Job
  • Freelancing Job
  • Content Writers
  • Digital Marketing Manager
  • Social Media Marketing Experts



1. Introduction to Digital Marketing

  • Scope and expectations from the course
  • Marketing in the digital world
  • Integrated marketing – The Phygital
  • Global trends in Digital Marketing
  • Digital channels – Paid, Owned and Earned
  • Fundamentals on the primary asset – your website
  • Careers in digital marketing
  • Skill development in digital marketing

2. Creation of Website

  • What are websites, microsites and landing pages
  • Important things to consider before you set up website-domain and server
  • Content Management Systems and their roles
  • Understanding the structure and navigation of websites
  • Principles of good user experience and user interface
  • Creating great web copy
  • Setting up your WordPress site
  • WordPress plugins that you can use
  • Converting your WordPress site to an e-commerce site
  • Website do’s and don’ts

3. Fundamentals of Google Ads

  • Understanding Pay-per-click Advertisement
  • Significance and evolution of Google Ads in PPC
  • Bing Ads vs Google Ads- overview
  • Google Google Ads Certification Exam – Overview, Benefits and Preparation
  • Google Ad Networks
  • Different Ad Formats
  • Keywords – significance and planning
  • Using Keyword Planner and other tools
  • Keyword matches and their usage
  • Campaign Structure and Organisation
  • Quality, Rank and Relevance of Ads
  • Bidding and budget
  • Targeting Setting
  • Extensions and their usage
  • Ad policies and approvals
  • Metrics
  • Conversion Tracking
  • Campaign Optimisation

4. Search Advertising & Google Ads Tools

  • Keywords – planning, matching and combination
  • Specifications of an Ad and how to put it to good use
  • Managing Invalid Clicks
  • Ad extensions and usage
  • Dynamic search ads
  • Landing page – your virtual front
  • Campaign Experiment
  • Opportunities Tab
  • Google Ads APIs
  • Google Ads editor – Benefits and usage
  • Managing multiple accounts

5. Display advertising using Google Ads

  • Google Display Network and Partnerships
  • Double Click Ad Exchange and AdSense
  • Campaign Creation and Structuring for display
  • Keyword and targeting through display network
  • Campaign Metrics, Analysis and optimization

6. Video Advertising using YouTube

  • YouTube – why you need to be there?
  • YouTube format, tools and targeting
  • Video Campaign Creation
  • Video Campaign tracking and optimization
  • Video Ad performance and best practices
  • You Tube Analytics

7. Advertising on mobile

  • Importance of Mobile and Opportunities to Leverage
  • Key Objectives for Mobile Marketing
  • Ad Formats and Networks for Mobile
  • Mobile Site: Key Considerations
  • Mobile App: Key Considerations
  • Mobile specific bidding and targeting
  • Apps Marketing
  • Mobile Analytics, Reporting and Optimization

8.  Search Engine Optimisation

  • How search engines work
  • Search Results – types and significance
  • Different search queries and their significance
  • Understanding SEO and key factors determining the same
  • Components on SEO – onsite and off page.
  • Content driven SEO
  • Keyword Research and Planning
  • Using tools to get effective keywords
  • Long tail keywords – the hidden gems
  • Art and science of tags, schema and descriptions
  • Broken Links, Internal Links and Duplicate contents
  • Implementing Robot.txt, htaccess and Sitemap
  • Link building and its importance
  • Avoiding harmful links
  • Finding and leveraging link building opportunities
  • Creating a link building plan
  • Major google updates and their implications on SEO
  • Using Search Console for SEO.
  • Tools for SEO
  • Understanding nuances of local and international SEO
  • Accelerated Mobile Pages and SEO implications
  • KPIs of SEO
  • Artificial Intelligence, Voice search and future of SEO
  • Planning for SEO

9. Social Media Marketing

  • Evolution of social media
  • What social media can do for you
  • Different social media platforms
  • Unwritten rules of Social Media Marketing
  • Facebook for business
  • Using of Facebook tabs and apps
  • Using of Facebook groups and events
  • Facebook page Insights
  • Creating and running Facebook ads
  • Targeting – the structured approach
  • Instagram for business
  • Instagram strategies
  • Introduction to Twitter and its terminologies
  • Creating a good Twitter profile
  • Building followers on Twitter
  • Twitter as an influencer marketing tool
  • Twitter Ads
  • Twitter Analytics
  • LinkedIn for Business
  • Profile, Pages and Pulse in LinkedIn
  • B2B marketing using Linked In
  • LinkedIn Ads and Analytics
  • Introduction to Pinterest for Business
  • Pinterest strategies
  • Using Snapchat – New kid on the block
  • Social media tools for automation
  • Social Media Analytics
  • Creating social media calendar
  • Online Reputation Management

10.  Web Analytics

  • Introduction to web analytics
  • Importance of web analytics
  • How web analytics work
  • Analytics Framework
  • Goals, Objectives and KPIs
  • Contextualizing of Data
  • Segmentation of Data
  • Making analytics actionable
  • Attribution Modelling
  • Campaign tracking through URL
  • Different types of web analytics and the respective tools
  • How Google Analytics work
  • Dimensions, metrics and other common terminologies
  • Setting up Google analytics
  • Creating and customizing reports and dashboards
  • Audience Analysis
  • Acquisition, Behavior and Conversion- understanding the data across the funnel
  • Channel Analysis- Source and Medium
  • Goal setting and conversion tracking
  • Content Performance
  • Introduction to Google Webmaster

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