Digital Marketing

5/5

COURSE OVERVIEW

This module introduces the key concepts, strategies, and tools involved in digital marketing. It covers the main digital channels, including search engines, social media, email, and content marketing, as well as the analytics and metrics used to measure success. Students will learn how to develop and execute digital marketing campaigns that effectively reach and engage target audiences, driving business growth.

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CURRICULUM

  • Definition and Scope of Digital Marketing
    • What is digital marketing?
    • The evolution of marketing in the digital age.
    • Differences between traditional and digital marketing.
  • The Digital Marketing Landscape
    • Overview of digital channels: search engines, social media, email, content, and mobile marketing.
    • Understanding the customer journey in the digital world.
    • The importance of a multi-channel digital marketing strategy.
  • Developing a Digital Marketing Strategy
    • Setting SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals.
    • Identifying target audiences and creating buyer personas.
    • Crafting a value proposition and messaging strategy.
  • Digital Marketing Funnel
    • Understanding the stages: Awareness, Interest, Consideration, Conversion, and Retention.
    • Aligning digital marketing efforts with the customer journey.
  • Competitor Analysis
    • Analyzing competitors’ digital marketing strategies.
    • Tools for competitor analysis (e.g., SEMrush, Ahrefs).
    • Leveraging insights to gain a competitive edge.
  • Introduction to SEO
    • What is SEO and why is it important?
    • The difference between on-page and off-page SEO.
    • Understanding search engine algorithms and ranking factors.
  • On-Page SEO
    • Keyword research and optimization.
    • Optimizing meta tags, headers, and content for SEO.
    • Improving site structure, navigation, and user experience.
  • Off-Page SEO
    • Link building strategies and best practices.
    • Social signals and their impact on SEO.
    • The role of content marketing in SEO.
  • Technical SEO
    • Ensuring website crawlability and indexability.
    • Speed optimization and mobile-friendliness.
    • Implementing structured data and schema markup.
  • The Role of Content in Digital Marketing
    • What is content marketing?
    • The importance of creating valuable, relevant, and consistent content.
    • Content types: blog posts, videos, infographics, ebooks, and more.
  • Content Strategy Development
    • Conducting a content audit.
    • Creating a content calendar and workflow.
    • Content creation and curation best practices.
  • Content Distribution and Promotion
    • Strategies for amplifying content reach.
    • Leveraging social media, email, and paid advertising for content promotion.
    • The role of influencers and guest blogging.
  • Measuring Content Marketing Success
    • Key content marketing metrics: engagement, shares, conversions, etc.
    • Tools for tracking content performance (e.g., Google Analytics, BuzzSumo).
    • Continuous improvement through content testing and iteration.
  • Overview of Social Media Marketing
    • The impact of social media on consumer behavior.
    • Understanding different social media platforms: Facebook, Instagram, Twitter, LinkedIn, TikTok, etc.
    • Developing a social media strategy aligned with business goals.
  • Content Creation for Social Media
    • Creating engaging and shareable content.
    • Visual content best practices (images, videos, infographics).
    • The role of storytelling in social media marketing.
  • Social Media Advertising
    • Overview of social media advertising platforms: Facebook Ads, Instagram Ads, LinkedIn Ads, etc.
    • Setting up and managing social media ad campaigns.
    • Targeting and retargeting strategies.
  • Social Media Analytics
    • Measuring social media performance: reach, engagement, conversions.
    • Tools for social media analytics (e.g., Hootsuite, Sprout Social).
    • Optimizing social media efforts based on data insights.
  • The Importance of Email Marketing
    • Why email marketing is still relevant in the digital age.
    • Building and growing an email list.
    • The role of email in nurturing leads and driving conversions.
  • Creating Effective Email Campaigns
    • Email design and content best practices.
    • Personalization and segmentation strategies.
    • Types of emails: newsletters, promotional emails, transactional emails, etc.
  • Automation and Drip Campaigns
    • Setting up email automation workflows.
    • Using drip campaigns to guide leads through the sales funnel.
    • Tools for email automation (e.g., Mailchimp, HubSpot).
  • Email Marketing Metrics
    • Key metrics: open rate, click-through rate, conversion rate, etc.
    • A/B testing in email marketing.
    • Analyzing and optimizing email campaign performance.
  • Introduction to Pay-Per-Click (PPC) Advertising
    • What is PPC and how does it work?
    • Overview of PPC platforms: Google Ads, Bing Ads, social media ads, etc.
    • Setting up and managing PPC campaigns.
  • Search Engine Advertising
    • Understanding Google Ads: search, display, and shopping ads.
    • Keyword research and ad targeting.
    • Writing effective ad copy and designing landing pages.
  • Display Advertising and Remarketing
    • Creating display ads: banners, videos, rich media.
    • The role of remarketing in PPC campaigns.
    • Best practices for targeting and ad placement.
  • Measuring and Optimizing PPC Performance
    • Key PPC metrics: CPC (Cost Per Click), CTR (Click-Through Rate), Quality Score, etc.
    • Analyzing PPC data and optimizing campaigns.
    • Budget management and bid strategies.
  • Introduction to Digital Marketing Analytics
    • The importance of data in digital marketing.
    • Overview of key analytics tools: Google Analytics, Google Search Console, etc.
    • Setting up and configuring analytics tools.
  • Tracking and Measuring Digital Marketing Performance
    • Understanding key performance indicators (KPIs) for digital marketing.
    • Setting up goals and conversion tracking.
    • Creating and interpreting reports.
  • Data-Driven Decision Making
    • Using data to inform and optimize marketing strategies.
    • A/B testing and experimentation in digital marketing.
    • Predictive analytics and future trends.
Course Price: $74.00
  • Instructor : Eleanor Fant
  • Lectures :14
  • Enrolled :20 students
  • Duration :6 weeks
  • Language :English
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