Course info

Course Outcomes

1. 
   1. DEFINE various concepts related to Digital Marketing.
   2. EXPLAIN the role of Face book, Google Ad words, YouTube and Email
   in digital marketing.
   3. DESIGN digital media campaign using appropriate mix of Face
   book, Google Ad words, you tube and Email.
   4. CREATE appropriate content for Face book, Google Ad words,
   YouTube and Email campaigns.

Syllabus Contents:

Unit 1
Introduction to Digital Marketing Objectives, Concept and process, Scope and
importance of Digital Marketing today, Digital Marketing Landscape. Online Buying
Behaviour and The Digital Consumers, For B2C and For B2B. Concepts of Digital
Marketing - Basic Definitions and Terminology. Online + Offline Marketing for
Business Growth and Development.
Website Development: Concept, Process and implementation- WWW, Domains,
Buying a Domain, Website Language & Technology, Core Objective of Website and
Flow, One Page Website, Strategic SEO Overview, Google Analytics Tracking Code,
Website Auditing, Designing Word press Website.

Unit 2
Face book Marketing Fundamentals: Profiles and Pages, Business Categories,
Getting Assets Ready, Creating Face book Pages, Page Info and Settings, Face book
Page Custom URL, Invite Page Likes, Featured Video, Pin Post and Highlights,
Scheduling Posts, Face book Events, Reply and Message, Face book Insights
Reports, Competitor's Face book Page, Ban User on Face book Page, Connect with
Twitter. Face book Ad Campaigns: Organic v/s Paid, Face book Ad Structure,
Setting Up Face book Ad Account,

Unit 3
SEO: Search Engine Optimization + Online Campaign management-
Introduction to Google Analytics, Off-page SEO- Schema Markup, Page Speed
Optimization, On-page SEO- Content Optimization, Keyword Optimization,
Keyword Placement, Local Search Optimization, Localized Content Back link
Creation. Online Ads- Introduction to Online Display Advertising, Digital
Advertising Media, Buying Models of Online Ads, Related terms and concepts:
Display Ads, Cost per 1000 impressions, Cost per Click (CPC), Cost per Lead (CPL),
Cost per Acquisition (CPA).
Google Adwords: Understanding Adwords, Google Ad Types, Pricing Models,
PPC Cost Formula, Ad Page Rank, Billing and Payments, Adwords User Interface,
Keyword Planning, Keywords Control.

Unit 4
YouTube Marketing: Video Flow, Google Pages for YouTube Channel, Verify
Channel, Webmaster Tool Adding Asset, Associated Website Linking, Paid You
tube Channel, Channel Analytics, Real Time Analytics, Case Studies.
Email Marketing - Content Writing: Email Machine The Strategy, Email
Frequency, Triggers in Email using 4Ps, Sequence of Email Triggers, Email
Example - Topic, Intro, Product, Auto-Responder Series, Triggering Auto
Responder Emails, Auto Responder Actions.
Marketing Analytics, Marketing Automation