Course Description: This course provides a comprehensive introduction to Digital Marketing, covering various strategies and tools to promote products and services online. Students will learn about key channels, techniques, and metrics used in the digital marketing landscape.
Introduction to Digital Marketing
- Overview of digital marketing landscape and trends
- Understanding the buyer's journey and customer personas
- Role of digital marketing in the overall marketing strategy
Website and Landing Page Optimization
- Importance of a user-friendly website
- Basics of website design, layout, and navigation
- Creating effective landing pages for conversions
Search Engine Optimization (SEO)
- On-page and off-page SEO techniques
- Keyword research and optimization
- SEO tools and analytics for tracking performance
Content Marketing
- Creating valuable, relevant, and engaging content
- Blogging, video marketing, and infographic creation
- Content distribution and promotion strategies
Social Media Marketing
- Leveraging major social media platforms (Facebook, Twitter, LinkedIn, Instagram, etc.)
- Creating a social media content calendar
- Paid advertising on social media
Email Marketing and Automation
- Building and segmenting email lists
- Designing effective email campaigns
- Implementing email automation and drip campaigns
Pay-Per-Click (PPC) Advertising
- Setting up and managing Google Ads campaigns
- Keyword selection, ad copywriting, and bidding strategies
- Tracking and optimizing PPC campaigns
Display Advertising and Remarketing
- Understanding display ad formats and placements
- Implementing remarketing strategies
- Creating compelling visual ads and banners
Influencer Marketing and Affiliate Marketing
- Identifying and collaborating with influencers
- Setting up and managing affiliate programs
- Measuring ROI and effectiveness of influencer and affiliate campaigns
Analytics and Data-driven Decision Making
- Introduction to web analytics tools (Google Analytics)
- Key metrics and KPIs for digital marketing
- Analyzing and interpreting data to drive marketing decisions
Mobile Marketing and App Promotion
- Mobile-friendly website design and optimization
- Mobile advertising strategies (in-app ads, SMS marketing)
- Promoting mobile apps through various channels
Final Projects and Capstone
- Applying digital marketing concepts to create a final project
- Conducting a complete digital marketing campaign
- Final project presentation and evaluation
Assessment:
- Class participation and engagement
- Hands-on exercises and digital marketing projects
- Mid-term and final marketing campaigns
- Final project presentation and evaluation