Module1: Introduction to Digital Marketing

Conceptual overview of marketing Digital Marketing Mix Understanding the

Introduction to digital Marketing How digital Customer Digital Marketing
does digital fit into marketing Research

Differences between digital and Digital Marketing Philosophies Digital

traditional marketing Marketing Processes Introduction to web
presence Strategic Role of context
Digital Media Landscape
Content, conversion and analytics in
Digital media, Digital Business & Digital
digital marketing
marketing
Building blocks of digital marketing Digital
Stakeholders in a digital world Digital
Marketing Careers
models

Strategic Objectives of Digital Marketing

Module 2: Basics of Web Development

 Importance of a website in Digital Website Construction Considerations
marketing Types of website
· Information architecture & sitemaps
What is web development Website
Planning · Wireframe & Prototyping

· Navigation planning
· Business Objectives

· User needs · Interaction Planning

Website Content CMS Introduction & Overview

· Popular CMS packages

· Customer Journey Mapping

· Content Formats WordPress

o Building a website using

· Website Design & Process
WordPress Themes
· Usability
o Plugins Mobile Consideration
• Key terms and concepts Website Testing

• Core principles of UX design Web Hosting Conceptual Overview

Website Audit
• Mobile UX
Analytics
• Step by step guide to UX
Design Website optimization Concepts

· Tools of The Trade

Module 3: Content Marketing

 Introduction to Content Marketing Content and Customer Service Content
Importance of Content Marketing Content and Reputation Management User-
Marketing Fundamentals Business Case Generated Content
for Content Marketing Content Marketing
Content Distribution and Dissemination
Strategy
Content Audit
Journey Mapping
Analyzing Content Needs The Content
Elements of Content Marketing Content Workflow Content Marketing Process
Marketing Channels Content and SEO Content Marketing Plan Metrics &
Measurement Content Marketing Tools
Content and PR
Content Marketing and ROI

Content and Advertising

Content Marketing for Live Events

Module 4: Search Engine Optimization

Introduction to Search · Semantic Search & Local and Vertical SEO
Google’s Hummingbird
· Search Engine Basics · Optimizing for vertical
· Schema.org search
· Ranking Factors Power
Search for SEO Keyword · Google Authorship and · Optimizing for Local
Research Author Authority: Search

· Keyword Research Theory · Google Knowledge Graph · Optimizing for Image

and the Knowledge Vault Search
· Traditional approaches
Domain Expertise and Site · Types of Content · Optimizing for Google
Content Analysis marketing campaigns Shopping Search

· Keyword Research options · Building an Audience · Optimizing for blog search

· Keyword Research Data · Relationships and · Optimizing for News

from Tools Outreach Search Google News

· Leveraging the long tail of · Other ways to earn links · Optimizing for Video
keyword Demand
· How Search Engines Fight / Multimedia search
· Trending, Seasonality & Link Spam
Search Algorithms
Fluctuations in Keyword
Demand · Social Networking for
Links · Diagnosing the Cause of
Traffic Loss
On-Site Optimization
· Social Media and SEO
· Major Google Algorithms
· Making the site accessible
to search Engines · Correlation between
· Penalties
Social Signals and Google
· Optimizing the Site Rankings · Recovery
Information Architecture
· What is the value of social
SEO Strategy & Planning
signals?
· Advanced Methods of
· User Engagement as a
Planning and Evaluation
Measure of Search Quality
· SMART Objectives

· Creating an SEO Plan

 · Keyword Optimization · Document Analysis Tracking & Measuring SEO
performance
· Content optimization · Optimizing User
Experience to improve SEO · Measuring SEO traffic
· Duplicate Content Issues
· Tying SEO to conversion &
· Controlling Content with
ROI:
Cookies and Session IDs
· Competitive and
· Content Delivery and Diagnostic Search Metrics
Search Spider Control
· Key Performance
· Redirect Indicators for Long Tail
SEOs

Module 5 & 6 : Social Media Marketing & YouTube Marketing

 Introduction to Social LinkedIn Pinterest
Media Marketing
· LinkedIn For Professionals · Platform Overview &
Business case for Social Features
Media · LinkedIn for Business
· Using Pinterest in your
· Advertising on LinkedIn
Introduction to Social Social Media Marketing Mix
Media Platforms · Content Strategy for · Content Strategy for
Platforms focus Facebook LinkedIn Pinterest
· LinkedIn Metrics
· Platform Overview & · Using Pinterest to drive
Features Google+ sales

· Facebook for Networking · Platform Overview Social Media Strategy &

Planning
& Features
· Facebook for Business
· Situating Social in
· Content Strategy: · Advantages of Google
Ecosystem Digital
· Facebook Advertising · Creating an
· Advertising on Google+
effective Social
· Power Editor
· Google+ Analytics Media Strategy
· Facebook Analytics
YouTube · Identifying KPI
Twitter
· Platform Overview and · Putting Together A Social
· Platform Overview Features Media Marketing Plan
and Features
· Video Marketing Concepts Measuring Performance of
· Twitter For Networking Social Media
· Advertising on YouTube
· Twitter for Business with Google Adwords Social Media ROI

· Content strategy for · YouTube Analytics

Twitter
· Best Practices
· Advertising on Twitter

· Twitter Analytics

Module 7: Email Marketing

 Introduction to Email Marketing Seasonality
Foundations of Email Marketing
Targeting & Personalization Inactivity
Importance of Email Marketing Email
Types Landing Pages

Understanding the Economic Impact of Quality Assurance & Disaster Planning

Email
Unsubscribe Process Testing &
Permission Marketing & its benefits Measurement Feedback
Permission types
· Benefits of Subscriber Feedback
Email Marketing Tools Deliverability
· Asking the Right Questions
· Filtering, Bouncing and Blocking
· Four Key Places to Collect Feedback
· Non-Technical issue
Strategic Perspective on Email Marketing
· Technical Issues
· Subscriber Lifecycle
List Building & Profiling
· Permission & List Growth
On boarding & Welcome Emails Persuasive
Email Design and Body Content Tracking · Inbox Placement

· Why Tracking is important · Relevance

· How Email Tracking Works · Rendering

· Email Frequency

Module 8: Inbound Marketing

 Introduction to Inbound Marketing Why Convert
Inbound
· Calls to Action
Inbound Methodology- ACCD
· Landing Pages
Essentials of an Effective Inbound
· ThankYou Pages
Strategy What are the fundamentals of
inbound success? Close
What does inbound success look like? · Email Marketing
Inbound Marketing Audit
· Smarketing
Attract
· Inbound Sales
· Optimizing For Search
Delight
· Creating Content with a Purpose
· Why customer delight is so
· Fundamentals of Blogging
important?

· Amplifying Your Content with · How to delight your customer? Measuring

Social Media Inbound Performance Important Inbound
Metrics

Module 9: Mobile Marketing

Introduction to Mobile Advantages of Messaging

Mobile
Mobile Social Media Mobile Advertising
Mobile and the Age of Context The Mobile
Marketing through Mobile Apps Mobile
Customer
Commerce
The Smartphone Revolution
Hyper Local Marketing The Future of
Rise of Hyper Local and Its Implications Mobile
Content Consideration for Mobile Mobile
Marketing Landscape Mobile Marketing Strategy Tools &
Resources
Mobile Optimized Websites

Mobile Search
Module 10: Conversion Optimization

Creating Test Hypotheses Using

Understanding
the LIFT model Understanding
Conversion the Hypothesis Structure Testing
Optimization the Value Proposition

Leveraging the three Test Setup

components of ·Understanding Testing

Technology
Conversion
·Selecting your test type: A/B vs
Optimization
MVT vs Split-path vs site-wide test
Setting Conversion ·Selecting a Testing Tool
Optimization Goals ·Creating Test variations

·Identifying Goals
·Using Micro
Conversions vs. Macro
Conversions
·Goal Ranking
Understanding Target
Audience
 · Understanding the Prospect’s · Combining Conversion
perception filter
Optimization with SEO
· Using Research Methods
Analyzing test results
· Data Types
· Understanding testing- tool
· Using Segmentation to Create
statistics
Relevance

Prioritizing Testing Opportunities

· Gaining Insights from tests

· Understanding and Prioritizing · Understanding Losing tests

funnel stages
Key Tools, Tips, and
· Prioritizing high-potential pages Resources
· Prioritizing high-importance pages

· Prioritising high-ease pages

· Creating PIE table

Module 11: Online Reputation Management

Introduction to Online Reputation Understanding Audiences Achieving

Management Messaging Consistency Incident
Management
Redefining Reputation
Crisis Management
Reputational Risk and Opportunities
Understanding Threats to Online Building Communities of Interest
Reputation Communication via Social Media
Measurement
Developing an Online Reputation
Reputation and the Bottom Business Line
Management Strategy Identifying
Corporate Personality
Module 12: Digital Marketing Strategy

Integrated Digital Marketing Strategy What will it entail: Implementation

Where we are: Situation Analysis Planning

· Audience Analysis How will we know if we succeeded: KPI

Selection and Control Mechanisms Where
· Benchmarking will it require: Resource Planning and
· Partner Analysis Allocation

· SWOT Can we do it better?: Optimization

Planning Bring it all together
Where we want to be: Goal Setting
· Integrated digital marketing plan
· Framework for Objective Setting How can
we get there: Strategy Formulation

· Strategies & Strategic decisions

Module 13:Web & Google Analytics

Introduction to Web Analytics Google Analytics

Key Performance Indicators & Analytics · How Google Analytics Works

Techniques
· Interface Features
Segmentation
· Reports
Actionable Web Analytics Reporting Web
· Some of the most popular reports are:
Data Analysis Guide
· Audience

· Acquisition:
 Qualitative Research Experimentation and · Campaign Tracking
Testing Competitive Intelligence Analysis
· Behavior
Multi-Channel Analytics Dashboards

Industry Models, Complex Measurement · Conversions

and Approaches · Multi-Channel Funnels

Social Media Analytics · Advanced Interface feature

· Goals

· Configuration Options

· Using Reports

· Model for Successful Analysis

· Advanced Options

· Tracking

Introduction to Google Tag Manager

Module 14: E-Commerce Marketing

Introduction to E-Commerce Shopping Advertising with Google

Adwords Landing Pages
E-Commerce Foundation Principles
Ecommerce Project Essentials Testing & Conversion Optimization
Content Marketing for Ecommerce
Legal Considerations for Selling Online
Ecommerce and Social Media
Multi-Channel Considerations Planning
Affiliate and Partner Marketing
for E-Commerce Website
 Key Elements of an E-Commerce website eCRM for Ecommerce Ecommerce
Pre-Launch Testing Analytics Tools & Resources

Ecommerce Marketing

SEO for Ecommerce

Module: 15 & 16 (Google AdSense, Affiliate Marketing)

· AdSense Analytics
Blogging & AdSense

· Introduction to Blogging

· Basics of Effective Content creation ·Important tips and tricks

· Niche V/S Mass Affiliate Marketing

· Setting up your own blog

·Introduction
· Tips , Tricks & Tools
·How Affiliate Marketing
· Introduction to Google AdSense Works
· Blogger to publisher
·Types of Affiliate Marketing
· Is your blog AdSense ready?
·Opportunities
· Qualifying and signing up for AdSense
·Best Practices
· Google AdSense policies

· Various form of Google AdSense ·Major Affiliate Networks and

Their Best practices
· Optimizing for AdSense

· Principles of Ad and Keyword Placement oAmazon

oRakuten

oEBay

oClick Bank
Affiliate Marketing Tools
Module: 17 SEO Tools

Module 18: Search Engine Marketing

Introduction to Online Advertising Online Benefits of Google Ads

advertising concepts Online Advertising
· Account Structure
Ecosystem Search Engine Marketing

Auctions and the Development of Paid · Developing a Google Adwords

Campaign
Search Advertising
· Model for Successful Online
Display Advertising and the advent of Ad
Advertising
Networks
· Display Campaigns
· Google Adwords
· Campaign Settings
· Bing Ads

Real-Time Bidding and the transformation · Campaign Setup Options

of online Advertising · Mobile Advertising

How Real-Time Bidding Works:

· Video Advertising
Introduction to programmatic Advertising
Ad-Tech · Shopping Campaign

Advertising with Google Adwords · Google Adwords Reporting

· Analytics Integration

· Optimization Techniques
Module 19: Black Hat Fundamentals

Module1: Introduction to Digital Marketing

Conceptual overview of marketing Digital Marketing Mix Understanding the

Introduction to digital Marketing How digital Customer Digital Marketing
does digital fit into marketing Research

Differences between digital and Digital Marketing Philosophies Digital

traditional marketing Marketing Processes Introduction to web
presence Strategic Role of context
Digital Media Landscape
Content, conversion and analytics in
Digital media, Digital Business & Digital
digital marketing
marketing
Building blocks of digital marketing Digital
Stakeholders in a digital world Digital
Marketing Careers
models

Strategic Objectives of Digital Marketing

Module 2: Basics of Web Development

 Importance of a website in Digital Website Construction Considerations
marketing Types of website
· Information architecture & sitemaps
What is web development Website
Planning · Wireframe & Prototyping

· Navigation planning
· Business Objectives

· User needs · Interaction Planning

Website Content CMS Introduction & Overview

· Popular CMS packages

· Customer Journey Mapping

· Content Formats WordPress

o Building a website using

· Website Design & Process
WordPress Themes
· Usability
o Plugins Mobile Consideration
• Key terms and concepts Website Testing

• Core principles of UX design Web Hosting Conceptual Overview

Website Audit
• Mobile UX
Analytics
• Step by step guide to UX
Design Website optimization Concepts

· Tools of The Trade

Module 3: Content Marketing

 Introduction to Content Marketing Content and Customer Service Content
Importance of Content Marketing Content and Reputation Management User-
Marketing Fundamentals Business Case Generated Content
for Content Marketing Content Marketing
Content Distribution and Dissemination
Strategy
Content Audit
Journey Mapping
Analyzing Content Needs The Content
Elements of Content Marketing Content Workflow Content Marketing Process
Marketing Channels Content and SEO Content Marketing Plan Metrics &
Measurement Content Marketing Tools
Content and PR
Content Marketing and ROI

Content and Advertising

Content Marketing for Live Events

Module 4: Search Engine Optimization

Introduction to Search · Semantic Search & Local and Vertical SEO
Google’s Hummingbird
· Search Engine Basics · Optimizing for vertical
· Schema.org search
· Ranking Factors Power
Search for SEO Keyword · Google Authorship and · Optimizing for Local
Research Author Authority: Search

· Keyword Research Theory · Google Knowledge Graph · Optimizing for Image

and the Knowledge Vault Search
· Traditional approaches
Domain Expertise and Site · Types of Content · Optimizing for Google
Content Analysis marketing campaigns Shopping Search

· Keyword Research options · Building an Audience · Optimizing for blog search

· Keyword Research Data · Relationships and · Optimizing for News

from Tools Outreach Search Google News

· Leveraging the long tail of · Other ways to earn links · Optimizing for Video
keyword Demand
· How Search Engines Fight / Multimedia search
· Trending, Seasonality & Link Spam
Search Algorithms
Fluctuations in Keyword
Demand · Social Networking for
Links · Diagnosing the Cause of
Traffic Loss
On-Site Optimization
· Social Media and SEO
· Major Google Algorithms
· Making the site accessible
to search Engines · Correlation between
· Penalties
Social Signals and Google
· Optimizing the Site Rankings · Recovery
Information Architecture
· What is the value of social
SEO Strategy & Planning
signals?
· Advanced Methods of
· User Engagement as a
Planning and Evaluation
Measure of Search Quality
· SMART Objectives

· Creating an SEO Plan

 · Keyword Optimization · Document Analysis Tracking & Measuring SEO
performance
· Content optimization · Optimizing User
Experience to improve SEO · Measuring SEO traffic
· Duplicate Content Issues
· Tying SEO to conversion &
· Controlling Content with
ROI:
Cookies and Session IDs
· Competitive and
· Content Delivery and Diagnostic Search Metrics
Search Spider Control
· Key Performance
· Redirect Indicators for Long Tail
SEOs

Module 5 & 6 : Social Media Marketing & YouTube Marketing

 Introduction to Social LinkedIn Pinterest
Media Marketing
· LinkedIn For Professionals · Platform Overview &
Business case for Social Features
Media · LinkedIn for Business
· Using Pinterest in your
· Advertising on LinkedIn
Introduction to Social Social Media Marketing Mix
Media Platforms · Content Strategy for · Content Strategy for
Platforms focus Facebook LinkedIn Pinterest
· LinkedIn Metrics
· Platform Overview & · Using Pinterest to drive
Features Google+ sales

· Facebook for Networking · Platform Overview Social Media Strategy &

Planning
& Features
· Facebook for Business
· Situating Social in
· Content Strategy: · Advantages of Google
Ecosystem Digital
· Facebook Advertising · Creating an
· Advertising on Google+
effective Social
· Power Editor
· Google+ Analytics Media Strategy
· Facebook Analytics
YouTube · Identifying KPI
Twitter
· Platform Overview and · Putting Together A Social
· Platform Overview Features Media Marketing Plan
and Features
· Video Marketing Concepts Measuring Performance of
· Twitter For Networking Social Media
· Advertising on YouTube
· Twitter for Business with Google Adwords Social Media ROI

· Content strategy for · YouTube Analytics

Twitter
· Best Practices
· Advertising on Twitter

· Twitter Analytics

Module 7: Email Marketing

 Introduction to Email Marketing Seasonality
Foundations of Email Marketing
Targeting & Personalization Inactivity
Importance of Email Marketing Email
Types Landing Pages

Understanding the Economic Impact of Quality Assurance & Disaster Planning

Email
Unsubscribe Process Testing &
Permission Marketing & its benefits Measurement Feedback
Permission types
· Benefits of Subscriber Feedback
Email Marketing Tools Deliverability
· Asking the Right Questions
· Filtering, Bouncing and Blocking
· Four Key Places to Collect Feedback
· Non-Technical issue
Strategic Perspective on Email Marketing
· Technical Issues
· Subscriber Lifecycle
List Building & Profiling
· Permission & List Growth
On boarding & Welcome Emails Persuasive
Email Design and Body Content Tracking · Inbox Placement

· Why Tracking is important · Relevance

· How Email Tracking Works · Rendering

· Email Frequency

Module 8: Inbound Marketing

 Introduction to Inbound Marketing Why Convert
Inbound
· Calls to Action
Inbound Methodology- ACCD
· Landing Pages
Essentials of an Effective Inbound
· ThankYou Pages
Strategy What are the fundamentals of
inbound success? Close
What does inbound success look like? · Email Marketing
Inbound Marketing Audit
· Smarketing
Attract
· Inbound Sales
· Optimizing For Search
Delight
· Creating Content with a Purpose
· Why customer delight is so
· Fundamentals of Blogging
important?

· Amplifying Your Content with · How to delight your customer? Measuring

Social Media Inbound Performance Important Inbound
Metrics

Module 9: Mobile Marketing

Introduction to Mobile Advantages of Messaging

Mobile
Mobile Social Media Mobile Advertising
Mobile and the Age of Context The Mobile
Marketing through Mobile Apps Mobile
Customer
Commerce
The Smartphone Revolution
Hyper Local Marketing The Future of
Rise of Hyper Local and Its Implications Mobile
Content Consideration for Mobile Mobile
Marketing Landscape Mobile Marketing Strategy Tools &
Resources
Mobile Optimized Websites

Mobile Search
Module 10: Conversion Optimization

Understanding Creating Test Hypotheses

Conversion Optimization Using the LIFT model
Understanding the Hypothesis
Leveraging the three
Structure Testing the Value
components of Proposition
Conversion Optimization
Test Setup
Setting Conversion
·Understanding Testing
Optimization Goals Technology
·Identifying Goals ·Selecting your test type: A/B
vs MVT vs Split-path vs site-
·Using Micro Conversions
wide test
vs. Macro Conversions
·Selecting a Testing Tool
·Goal Ranking
·Creating Test variations
Understanding Target
Audience
 ·Combining Conversion Optimization
·Understanding the
with SEO
Prospect’s perception
Analyzing test results
filter
·Understanding testing- tool statistics
·Using Research Methods ·Gaining Insights from tests

·Data Types ·Understanding Losing tests

Key Tools, Tips, and Resources

·Using Segmentation to
Create Relevance

Prioritizing Testing
Opportunities

·Understanding and
Prioritizing funnel stages

·Prioritizing high-potential
pages

·Prioritizing high-
importance pages

·Prioritising high-ease pages

·Creating PIE table

Module 11: Online Reputation Management

 Introduction to Online Reputation Understanding Audiences Achieving
Management Messaging Consistency Incident
Management
Redefining Reputation
Crisis Management
Reputational Risk and Opportunities
Understanding Threats to Online Building Communities of Interest
Reputation Communication via Social Media
Measurement
Developing an Online Reputation
Reputation and the Bottom Business Line
Management Strategy Identifying
Corporate Personality

Module 12: Digital Marketing Strategy

Integrated Digital Marketing Strategy What will it entail: Implementation

Where we are: Situation Analysis Planning

· Audience Analysis How will we know if we succeeded: KPI

Selection and Control Mechanisms Where
· Benchmarking
will it require: Resource Planning and
· Partner Analysis Allocation

· SWOT Can we do it better?: Optimization

Planning Bring it all together
Where we want to be: Goal Setting
· Integrated digital marketing plan
· Framework for Objective Setting How can
we get there: Strategy Formulation

· Strategies & Strategic decisions

Module 13:Web & Google Analytics

 Introduction to Web Analytics Google Analytics

Key Performance Indicators & Analytics · How Google Analytics Works

Techniques
· Interface Features
Segmentation
· Reports
Actionable Web Analytics Reporting Web
Data Analysis Guide · Some of the most popular reports are:

· Audience

· Acquisition:

Qualitative Research Experimentation and · Campaign Tracking

Testing Competitive Intelligence Analysis
· Behavior
Multi-Channel Analytics Dashboards
· Conversions
Industry Models, Complex Measurement
and Approaches · Multi-Channel Funnels

Social Media Analytics · Advanced Interface feature

· Goals

· Configuration Options

· Using Reports

· Model for Successful Analysis

· Advanced Options

· Tracking

Introduction to Google Tag Manager

Module 14: E-Commerce Marketing

 Introduction to E-Commerce Shopping Advertising with Google
Adwords Landing Pages
E-Commerce Foundation Principles
Ecommerce Project Essentials Testing & Conversion Optimization
Content Marketing for Ecommerce
Legal Considerations for Selling Online Ecommerce and Social Media

Multi-Channel Considerations Planning Affiliate and Partner Marketing

for E-Commerce Website

Key Elements of an E-Commerce website eCRM for Ecommerce Ecommerce

Pre-Launch Testing Analytics Tools & Resources

Ecommerce Marketing

SEO for Ecommerce

Module: 15 & 16 (Google AdSense, Affiliate Marketing)

 Blogging & AdSense · AdSense Analytics
· Introduction to Blogging
· Important tips and tricks
· Basics of Effective Content creation
Affiliate Marketing

· Niche V/S Mass

· Introduction
· Setting up your own blog
· How Affiliate Marketing Works
· Tips , Tricks & Tools
· Types of Affiliate Marketing
· Introduction to Google AdSense

· Blogger to publisher
· Opportunities

· Is your blog AdSense ready? · Best Practices

· Qualifying and signing up for AdSense · Major Affiliate Networks and

· Google AdSense policies
Their Best practices

· Various form of Google AdSense o Amazon

· Optimizing for AdSense o Rakuten

· Principles of Ad and Keyword Placement o EBay

o Click Bank
Affiliate Marketing Tools

Module: 17 SEO Tools

Module 18: Search Engine Marketing

 Introduction to Online Advertising Online Benefits of Google Ads
advertising concepts Online Advertising
· Account Structure
Ecosystem Search Engine Marketing

Auctions and the Development of Paid · Developing a Google Adwords

Campaign
Search Advertising

Display Advertising and the advent of Ad · Model for Successful Online

Networks Advertising

· Display Campaigns
· Google Adwords

· Bing Ads · Campaign Settings

· Campaign Setup Options

Real-Time Bidding and the transformation
of online Advertising
· Mobile Advertising
How Real-Time Bidding Works:
· Video Advertising
Introduction to programmatic Advertising
Ad-Tech · Shopping Campaign

Advertising with Google Adwords · Google Adwords Reporting

· Analytics Integration

· Optimization Techniques

Module 19: Black Hat Fundamentals

Module1: Introduction to Digital Marketing

 Conceptual overview of marketing Digital Marketing Mix Understanding the
Introduction to digital Marketing How digital Customer Digital Marketing
does digital fit into marketing Research

Differences between digital and Digital Marketing Philosophies Digital

traditional marketing Marketing Processes Introduction to web
presence Strategic Role of context
Digital Media Landscape
Content, conversion and analytics in
Digital media, Digital Business & Digital
digital marketing
marketing
Building blocks of digital marketing Digital
Stakeholders in a digital world Digital
Marketing Careers
models

Strategic Objectives of Digital Marketing

Module 2: Basics of Web Development

 Importance of a website in Digital Website Construction Considerations
marketing Types of website
· Information architecture & sitemaps
What is web development Website
Planning · Wireframe & Prototyping

· Navigation planning
· Business Objectives

· User needs · Interaction Planning

Website Content CMS Introduction & Overview

· Popular CMS packages

· Customer Journey Mapping

· Content Formats WordPress

o Building a website using

· Website Design & Process
WordPress Themes
· Usability
o Plugins Mobile Consideration
• Key terms and concepts Website Testing

• Core principles of UX design Web Hosting Conceptual Overview

Website Audit
• Mobile UX
Analytics
• Step by step guide to UX
Design Website optimization Concepts

· Tools of The Trade

Module 3: Content Marketing

 Introduction to Content Marketing Content and Customer Service Content
Importance of Content Marketing Content and Reputation Management User-
Marketing Fundamentals Business Case Generated Content
for Content Marketing Content Marketing
Content Distribution and Dissemination
Strategy
Content Audit
Journey Mapping
Analyzing Content Needs The Content
Elements of Content Marketing Content Workflow Content Marketing Process
Marketing Channels Content and SEO Content Marketing Plan Metrics &
Measurement Content Marketing Tools
Content and PR
Content Marketing and ROI

Content and Advertising

Content Marketing for Live Events

Module 4: Search Engine Optimization

Introduction to Search · Semantic Search & Local and Vertical SEO
Google’s Hummingbird
· Search Engine Basics · Optimizing for vertical
· Schema.org search
· Ranking Factors Power
Search for SEO Keyword · Google Authorship and · Optimizing for Local
Research Author Authority: Search

· Keyword Research Theory · Google Knowledge Graph · Optimizing for Image

and the Knowledge Vault Search
· Traditional approaches
Domain Expertise and Site · Types of Content · Optimizing for Google
Content Analysis marketing campaigns Shopping Search

· Keyword Research options · Building an Audience · Optimizing for blog search

· Keyword Research Data · Relationships and · Optimizing for News

from Tools Outreach Search Google News

· Leveraging the long tail of · Other ways to earn links · Optimizing for Video
keyword Demand
· How Search Engines Fight / Multimedia search
· Trending, Seasonality & Link Spam
Search Algorithms
Fluctuations in Keyword
Demand · Social Networking for
Links · Diagnosing the Cause of
Traffic Loss
On-Site Optimization
· Social Media and SEO
· Major Google Algorithms
· Making the site accessible
to search Engines · Correlation between
· Penalties
Social Signals and Google
· Optimizing the Site Rankings · Recovery
Information Architecture
· What is the value of social
SEO Strategy & Planning
signals?
· Advanced Methods of
· User Engagement as a
Planning and Evaluation
Measure of Search Quality
· SMART Objectives

· Creating an SEO Plan

 · Keyword Optimization · Document Analysis Tracking & Measuring SEO
performance
· Content optimization · Optimizing User
Experience to improve SEO · Measuring SEO traffic
· Duplicate Content Issues
· Tying SEO to conversion &
· Controlling Content with
ROI:
Cookies and Session IDs
· Competitive and
· Content Delivery and Diagnostic Search Metrics
Search Spider Control
· Key Performance
· Redirect Indicators for Long Tail
SEOs

Module 5 & 6 : Social Media Marketing & YouTube Marketing

 Introduction to Social LinkedIn Pinterest
Media Marketing
· LinkedIn For Professionals · Platform Overview &
Business case for Social Features
Media · LinkedIn for Business
· Using Pinterest in your
· Advertising on LinkedIn
Introduction to Social Social Media Marketing Mix
Media Platforms · Content Strategy for · Content Strategy for
Platforms focus Facebook LinkedIn Pinterest
· LinkedIn Metrics
· Platform Overview & · Using Pinterest to drive
Features Google+ sales

· Facebook for Networking · Platform Overview Social Media Strategy &

Planning
& Features
· Facebook for Business
· Situating Social in
· Content Strategy: · Advantages of Google
Ecosystem Digital
· Facebook Advertising · Creating an
· Advertising on Google+
effective Social
· Power Editor
· Google+ Analytics Media Strategy
· Facebook Analytics
YouTube · Identifying KPI
Twitter
· Platform Overview and · Putting Together A Social
· Platform Overview Features Media Marketing Plan
and Features
· Video Marketing Concepts Measuring Performance of
· Twitter For Networking Social Media
· Advertising on YouTube
· Twitter for Business with Google Adwords Social Media ROI

· Content strategy for · YouTube Analytics

Twitter
· Best Practices
· Advertising on Twitter

· Twitter Analytics

Module 7: Email Marketing

 Introduction to Email Marketing Seasonality
Foundations of Email Marketing
Targeting & Personalization Inactivity
Importance of Email Marketing Email
Types Landing Pages

Understanding the Economic Impact of Quality Assurance & Disaster Planning

Email
Unsubscribe Process Testing &
Permission Marketing & its benefits Measurement Feedback
Permission types
· Benefits of Subscriber Feedback
Email Marketing Tools Deliverability
· Asking the Right Questions
· Filtering, Bouncing and Blocking
· Four Key Places to Collect Feedback
· Non-Technical issue
Strategic Perspective on Email Marketing
· Technical Issues
· Subscriber Lifecycle
List Building & Profiling
· Permission & List Growth
On boarding & Welcome Emails Persuasive
Email Design and Body Content Tracking · Inbox Placement

· Why Tracking is important · Relevance

· How Email Tracking Works · Rendering

· Email Frequency

Module 8: Inbound Marketing

 Introduction to Inbound Marketing Why Convert
Inbound
· Calls to Action
Inbound Methodology- ACCD
· Landing Pages
Essentials of an Effective Inbound
· ThankYou Pages
Strategy What are the fundamentals of
inbound success? Close
What does inbound success look like? · Email Marketing
Inbound Marketing Audit
· Smarketing
Attract
· Inbound Sales
· Optimizing For Search
Delight
· Creating Content with a Purpose
· Why customer delight is so
· Fundamentals of Blogging
important?

· Amplifying Your Content with · How to delight your customer? Measuring

Social Media Inbound Performance Important Inbound
Metrics

Module 9: Mobile Marketing

Introduction to Mobile Advantages of Messaging

Mobile
Mobile Social Media Mobile Advertising
Mobile and the Age of Context The Mobile
Marketing through Mobile Apps Mobile
Customer
Commerce
The Smartphone Revolution
Hyper Local Marketing The Future of
Rise of Hyper Local and Its Implications Mobile
Content Consideration for Mobile Mobile
Marketing Landscape Mobile Marketing Strategy Tools &
Resources
Mobile Optimized Websites

Mobile Search
Module 10: Conversion Optimization
Understanding Creating Test
Conversion Hypotheses
Optimization Using the LIFT
Leveraging the model
three Understanding
components of the Hypothesis
Conversion Structure
Optimization Testing the
Setting Value
Conversion Proposition
Optimization Test Setup
Goals · Understanding
· Identifying Testing
Goals Technology
· Using Micro · Selecting your
Conversions vs. test type: A/B
Macro vs MVT vs Split-
Conversions path vs site-
· Goal Ranking wide test

Understanding · Selecting a
Target Testing Tool
Audience · Creating Test
variations
 ·Understanding the Prospect’s ·Combining Conversion
perception filter Optimization with SEO
·Using Research Methods Analyzing test results
·Data Types ·Understanding testing- tool
·Using Segmentation to Create statistics
Relevance ·Gaining Insights from tests
Prioritizing Testing Opportunities ·Understanding Losing tests
·Understanding and Prioritizing
Key Tools, Tips, and Resources
funnel stages

·Prioritizing high-potential pages

·Prioritizing high-importance
pages

·Prioritising high-ease pages

·Creating PIE table

Module 11: Online Reputation Management

Introduction to Online Reputation Understanding Audiences Achieving

Management Messaging Consistency Incident
Management
Redefining Reputation
Crisis Management
Reputational Risk and Opportunities
Understanding Threats to Online Building Communities of Interest
Reputation Communication via Social Media
Measurement
Developing an Online Reputation
Reputation and the Bottom Business Line
Management Strategy Identifying
Corporate Personality
Module 12: Digital Marketing Strategy

Integrated Digital Marketing Strategy What will it entail: Implementation

Where we are: Situation Analysis Planning

· Audience Analysis How will we know if we succeeded: KPI

Selection and Control Mechanisms Where
· Benchmarking
will it require: Resource Planning and

· Partner Analysis Allocation

· SWOT Can we do it better?: Optimization

Planning Bring it all together
Where we want to be: Goal Setting
· Integrated digital marketing plan
· Framework for Objective Setting How can
we get there: Strategy Formulation

· Strategies & Strategic decisions

Module 13:Web & Google Analytics

Introduction to Web Analytics Google Analytics

Key Performance Indicators & Analytics · How Google Analytics Works

Techniques
· Interface Features
Segmentation
· Reports
Actionable Web Analytics Reporting Web
· Some of the most popular reports are:
Data Analysis Guide
· Audience

· Acquisition:
 Qualitative Research Experimentation and · Campaign Tracking
Testing Competitive Intelligence Analysis
Multi-Channel Analytics Dashboards · Behavior

Industry Models, Complex Measurement · Conversions

and Approaches · Multi-Channel Funnels

Social Media Analytics · Advanced Interface feature

· Goals

· Configuration Options

· Using Reports

· Model for Successful Analysis

· Advanced Options

· Tracking

Introduction to Google Tag Manager

Module 14: E-Commerce Marketing

Introduction to E-Commerce Shopping Advertising with Google

Adwords Landing Pages
E-Commerce Foundation Principles
Ecommerce Project Essentials Testing & Conversion Optimization
Content Marketing for Ecommerce
Legal Considerations for Selling Online Ecommerce and Social Media

Multi-Channel Considerations Planning Affiliate and Partner Marketing

for E-Commerce Website
 Key Elements of an E-Commerce website eCRM for Ecommerce Ecommerce
Pre-Launch Testing Analytics Tools & Resources

Ecommerce Marketing

SEO for Ecommerce

Module: 15 & 16 (Google AdSense, Affiliate Marketing)

 · AdSense
Blogging & AdSense

· Introduction to Blogging

· Basics of Effective Content creation Analytics

· Niche V/S Mass

· Setting up your own blog · Important tips

· Tips , Tricks & Tools

· Introduction to Google AdSense

and tricks
Affiliate Marketing
· Blogger to publisher

· Is your blog AdSense ready?

·Introduction
· Qualifying and signing up for AdSense

· Google AdSense policies

·How Affiliate Marketing
Works
· Various form of Google AdSense

· Optimizing for AdSense ·Types of Affiliate Marketing

· Principles of Ad and Keyword Placement ·Opportunities

·Best Practices

·Major Affiliate Networks

and Their Best practices

oAmazon

oRakuten

oEBay

oClick Bank
Affiliate Marketing Tools
Module: 17 SEO Tools

Module 18: Search Engine Marketing

Introduction to Online Advertising Online Benefits of Google Ads

advertising concepts Online Advertising
Ecosystem Search Engine Marketing · Account Structure

· Developing a Google Adwords

Auctions and the Development of Paid
Campaign
Search Advertising

Display Advertising and the advent of Ad · Model for Successful Online

Networks Advertising

· Display Campaigns
· Google Adwords

· Bing Ads · Campaign Settings

· Campaign Setup Options

Real-Time Bidding and the transformation
of online Advertising
· Mobile Advertising
How Real-Time Bidding Works:
· Video Advertising
Introduction to programmatic Advertising
Ad-Tech · Shopping Campaign

Advertising with Google Adwords · Google Adwords Reporting

· Analytics Integration

· Optimization Techniques

Module 19: Black Hat Fundamentals

Module1: Introduction to Digital Marketing

Conceptual overview of marketing Digital Marketing Mix Understanding the

Introduction to digital Marketing How digital Customer Digital Marketing
does digital fit into marketing Research

Differences between digital and Digital Marketing Philosophies Digital

traditional marketing Marketing Processes Introduction to web
presence Strategic Role of context
Digital Media Landscape
Content, conversion and analytics in
Digital media, Digital Business & Digital
digital marketing
marketing
Building blocks of digital marketing Digital
Stakeholders in a digital world Digital Marketing Careers
models

Strategic Objectives of Digital Marketing

Module 2: Basics of Web Development

 Importance of a website in Digital Website Construction Considerations
marketing Types of website
· Information architecture & sitemaps
What is web development Website
Planning · Wireframe & Prototyping

· Navigation planning
· Business Objectives

· User needs · Interaction Planning

Website Content CMS Introduction & Overview

· Popular CMS packages

· Customer Journey Mapping

· Content Formats WordPress

o Building a website using

· Website Design & Process
WordPress Themes
· Usability
o Plugins Mobile Consideration
• Key terms and concepts Website Testing

• Core principles of UX design Web Hosting Conceptual Overview

Website Audit
• Mobile UX
Analytics
• Step by step guide to UX
Design Website optimization Concepts

· Tools of The Trade

Module 3: Content Marketing

 Introduction to Content Marketing Content and Customer Service Content
Importance of Content Marketing Content and Reputation Management User-
Marketing Fundamentals Business Case Generated Content
for Content Marketing Content Marketing
Content Distribution and Dissemination
Strategy
Content Audit
Journey Mapping
Analyzing Content Needs The Content
Elements of Content Marketing Content Workflow Content Marketing Process
Marketing Channels Content and SEO Content Marketing Plan Metrics &
Measurement Content Marketing Tools
Content and PR
Content Marketing and ROI

Content and Advertising

Content Marketing for Live Events

Module 4: Search Engine Optimization

Introduction to Search · Semantic Search & Local and Vertical SEO
Google’s Hummingbird
· Search Engine Basics · Optimizing for vertical
· Schema.org search
· Ranking Factors Power
Search for SEO Keyword · Google Authorship and · Optimizing for Local
Research Author Authority: Search

· Keyword Research Theory · Google Knowledge Graph · Optimizing for Image

and the Knowledge Vault Search
· Traditional approaches
Domain Expertise and Site · Types of Content · Optimizing for Google
Content Analysis marketing campaigns Shopping Search

· Keyword Research options · Building an Audience · Optimizing for blog search

· Keyword Research Data · Relationships and · Optimizing for News

from Tools Outreach Search Google News

· Leveraging the long tail of · Other ways to earn links · Optimizing for Video
keyword Demand
· How Search Engines Fight / Multimedia search
· Trending, Seasonality & Link Spam
Search Algorithms
Fluctuations in Keyword
Demand · Social Networking for
Links · Diagnosing the Cause of
Traffic Loss
On-Site Optimization
· Social Media and SEO
· Major Google Algorithms
· Making the site accessible
to search Engines · Correlation between
· Penalties
Social Signals and Google
· Optimizing the Site Rankings · Recovery
Information Architecture
· What is the value of social
SEO Strategy & Planning
signals?
· Advanced Methods of
· User Engagement as a
Planning and Evaluation
Measure of Search Quality
· SMART Objectives

· Creating an SEO Plan

 · Keyword Optimization · Document Analysis Tracking & Measuring SEO
performance
· Content optimization · Optimizing User
Experience to improve SEO · Measuring SEO traffic
· Duplicate Content Issues
· Tying SEO to conversion &
· Controlling Content with
ROI:
Cookies and Session IDs
· Competitive and
· Content Delivery and Diagnostic Search Metrics
Search Spider Control
· Key Performance
· Redirect Indicators for Long Tail
SEOs

Module 5 & 6 : Social Media Marketing & YouTube Marketing

 Introduction to Social LinkedIn Pinterest
Media Marketing
· LinkedIn For Professionals · Platform Overview &
Business case for Social Features
Media · LinkedIn for Business
· Using Pinterest in your
· Advertising on LinkedIn
Introduction to Social Social Media Marketing Mix
Media Platforms · Content Strategy for · Content Strategy for
Platforms focus Facebook LinkedIn Pinterest
· LinkedIn Metrics
· Platform Overview & · Using Pinterest to drive
Features Google+ sales

· Facebook for Networking · Platform Overview Social Media Strategy &

Planning
& Features
· Facebook for Business
· Situating Social in
· Content Strategy: · Advantages of Google
Ecosystem Digital
· Facebook Advertising · Creating an
· Advertising on Google+
effective Social
· Power Editor
· Google+ Analytics Media Strategy
· Facebook Analytics
YouTube · Identifying KPI
Twitter
· Platform Overview and · Putting Together A Social
· Platform Overview Features Media Marketing Plan
and Features
· Video Marketing Concepts Measuring Performance of
· Twitter For Networking Social Media
· Advertising on YouTube
· Twitter for Business with Google Adwords Social Media ROI

· Content strategy for · YouTube Analytics

Twitter
· Best Practices
· Advertising on Twitter

· Twitter Analytics

Module 7: Email Marketing

 Introduction to Email Marketing Seasonality
Foundations of Email Marketing
Targeting & Personalization Inactivity
Importance of Email Marketing Email
Types Landing Pages

Understanding the Economic Impact of Quality Assurance & Disaster Planning

Email
Unsubscribe Process Testing &
Permission Marketing & its benefits Measurement Feedback
Permission types
· Benefits of Subscriber Feedback
Email Marketing Tools Deliverability
· Asking the Right Questions
· Filtering, Bouncing and Blocking
· Four Key Places to Collect Feedback
· Non-Technical issue
Strategic Perspective on Email Marketing
· Technical Issues
· Subscriber Lifecycle
List Building & Profiling
· Permission & List Growth
On boarding & Welcome Emails Persuasive
Email Design and Body Content Tracking · Inbox Placement

· Why Tracking is important · Relevance

· How Email Tracking Works · Rendering

· Email Frequency

Module 8: Inbound Marketing

 Introduction to Inbound Marketing Why Convert
Inbound
· Calls to Action
Inbound Methodology- ACCD
· Landing Pages
Essentials of an Effective Inbound
· ThankYou Pages
Strategy What are the fundamentals of
inbound success? Close
What does inbound success look like? · Email Marketing
Inbound Marketing Audit
· Smarketing
Attract
· Inbound Sales
· Optimizing For Search
Delight
· Creating Content with a Purpose
· Why customer delight is so
· Fundamentals of Blogging
important?

· Amplifying Your Content with · How to delight your customer? Measuring

Social Media Inbound Performance Important Inbound
Metrics

Module 9: Mobile Marketing

Introduction to Mobile Advantages of Messaging

Mobile
Mobile Social Media Mobile Advertising
Mobile and the Age of Context The Mobile
Marketing through Mobile Apps Mobile
Customer
Commerce
The Smartphone Revolution
Hyper Local Marketing The Future of
Rise of Hyper Local and Its Implications Mobile
Content Consideration for Mobile Mobile
Marketing Landscape Mobile Marketing Strategy Tools &
Resources
Mobile Optimized Websites

Mobile Search
Module 10: Conversion Optimization

Understanding Creating Test Hypotheses Using

the LIFT model
Conversion Optimization
Leveraging the three Understanding the Hypothesis
Structure Testing the Value
components of
Proposition
Conversion Optimization
Test Setup
Setting Conversion
·Understanding Testing
Optimization Goals Technology
·Identifying Goals ·Selecting your test type: A/B vs
MVT vs Split-path vs site-wide
·Using Micro Conversions test
vs. Macro Conversions
·Selecting a Testing Tool
·Goal Ranking ·Creating Test variations
Understanding Target
Audience
 ·Understanding the ·Combining Conversion
Prospect’s perception filter Optimization with SEO

·Using Research Methods Analyzing test results

·Data Types ·Understanding testing- tool

statistics
·Using Segmentation to
Create Relevance ·Gaining Insights from tests

Prioritizing Testing ·Understanding Losing tests

Opportunities
Key Tools, Tips, and
·Understanding and Resources
Prioritizing funnel stages

·Prioritizing high-potential
pages

·Prioritizing high-
importance pages

·Prioritising high-ease pages

·Creating PIE table

Module 11: Online Reputation Management

 Introduction to Online Reputation Understanding Audiences Achieving
Management Messaging Consistency Incident
Management
Redefining Reputation
Crisis Management
Reputational Risk and Opportunities
Understanding Threats to Online Building Communities of Interest
Reputation Communication via Social Media
Measurement
Developing an Online Reputation
Reputation and the Bottom Business Line
Management Strategy Identifying
Corporate Personality

Module 12: Digital Marketing Strategy

Integrated Digital Marketing Strategy What will it entail: Implementation

Where we are: Situation Analysis Planning

· Audience Analysis How will we know if we succeeded: KPI

Selection and Control Mechanisms Where
· Benchmarking
will it require: Resource Planning and
· Partner Analysis Allocation

· SWOT Can we do it better?: Optimization

Planning Bring it all together
Where we want to be: Goal Setting
· Integrated digital marketing plan
· Framework for Objective Setting How can
we get there: Strategy Formulation

· Strategies & Strategic decisions

Module 13:Web & Google Analytics

 Introduction to Web Analytics Google Analytics

Key Performance Indicators & Analytics · How Google Analytics Works

Techniques
· Interface Features
Segmentation
· Reports
Actionable Web Analytics Reporting Web
Data Analysis Guide · Some of the most popular reports are:

· Audience

· Acquisition:

Qualitative Research Experimentation and · Campaign Tracking

Testing Competitive Intelligence Analysis
· Behavior
Multi-Channel Analytics Dashboards
· Conversions
Industry Models, Complex Measurement
and Approaches · Multi-Channel Funnels

Social Media Analytics · Advanced Interface feature

· Goals

· Configuration Options

· Using Reports

· Model for Successful Analysis

· Advanced Options

· Tracking

Introduction to Google Tag Manager

Module 14: E-Commerce Marketing

 Introduction to E-Commerce Shopping Advertising with Google
Adwords Landing Pages
E-Commerce Foundation Principles
Ecommerce Project Essentials Testing & Conversion Optimization
Content Marketing for Ecommerce
Legal Considerations for Selling Online Ecommerce and Social Media

Multi-Channel Considerations Planning Affiliate and Partner Marketing

for E-Commerce Website

Key Elements of an E-Commerce website eCRM for Ecommerce Ecommerce

Pre-Launch Testing Analytics Tools & Resources

Ecommerce Marketing

SEO for Ecommerce

Module: 15 & 16 (Google AdSense, Affiliate Marketing)

 ·
Blogging & AdSense
AdSense Analytics
· Introduction to Blogging

· Basics of Effective Content creation ·Important tips and tricks

· Niche V/S Mass Affiliate Marketing

· Setting up your own blog ·Introduction

· Tips , Tricks & Tools ·How Affiliate Marketing Works

· Introduction to Google AdSense ·Types of Affiliate Marketing

· Blogger to publisher ·Opportunities

· Is your blog AdSense ready? ·Best Practices

· Qualifying and signing up for AdSense ·Major Affiliate Networks and Their Best
practices
· Google AdSense policies
oAmazon
· Various form of Google AdSense
oRakuten
· Optimizing for AdSense
oEBay
· Principles of Ad and Keyword Placement
oClick Bank

Affiliate Marketing Tools

Module: 17 SEO Tools

Module 18: Search Engine Marketing

 Introduction to Online Advertising Online Benefits of Google Ads
advertising concepts Online Advertising
· Account Structure
Ecosystem Search Engine Marketing

Auctions and the Development of Paid · Developing a Google Adwords

Campaign
Search Advertising

Display Advertising and the advent of Ad · Model for Successful Online

Networks Advertising

· Display Campaigns
· Google Adwords

· Bing Ads · Campaign Settings

· Campaign Setup Options

Real-Time Bidding and the transformation
of online Advertising
· Mobile Advertising
How Real-Time Bidding Works:
· Video Advertising
Introduction to programmatic Advertising
Ad-Tech · Shopping Campaign

Advertising with Google Adwords · Google Adwords Reporting

· Analytics Integration

· Optimization Techniques

Module 19: Black Hat Fundamentals

Black hat SEO Orientation

Black hat Techniques( 6+ techniques)