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Certified Digital Marketing

 

Aim of Study:-

 

This program offers you the opportunity to master platform-specific skills valued by top employers, while at the same time establishing a broad-based understanding of the whole digital marketing ecosystem. After graduating, you’ll be ready to join a large corporation or a small firm, or even go independent as a freelance digital marketer.

 

Learning outcomes:-

 

On completion of this module the learner will/should be able to:

  •   Assess the impact of digital technology on the practice of marketing.
  •   Analyse the use of different forms of digital marketing in the development of an online presence.
  •   Develop a plan for marketing a product of business online.
  •   Integrate social media tools into a marketing communications strategy.
  •   Use a publishing platform to build a web presence with integrated data collection and links to social media

 

Contents:-

  •   Introduction to Digital Marketing
  •   Developing an Online Strategy
  •   Online User Behaviour
  •   E-mail marketing
  •   Social Media Marketing
  •   Online Advertising and Promotion
  •   Practical Skills in Digital Marketing

  

Digital Marketing- Course Outline (24 Hours)

 

Module 1- Introduction

 

Definition of the Easy Learn methods

  • Principles
  • Our tools
  • Key concepts of digital marketing
  • Traditional versus digital marketing
  • The opportunity of digital marketing
  • Characteristics of digital marketing
  • Implications of digital marketing
  • Market research versus market reality

 

Module -2 SEO (Search Engine Optimization)

 

Key SEO concepts

  • Search results and positioning
  • Benefits of search position
  • Stakeholders in search
  • Mechanics of search
  • On page optimisation
  • The SEO process
  • Customer insights
  • Analysis and review
  • Keyword research and selection
  • Content updates and layout
  • Meta tags
  • SEO site map
  • SEO webmaster tools
  • Off page optimisation
  • Inbound links and link building
  • Ranking
  • Rules and regulations 

 

Module -3 Pay Per Click (PPC)

 

Key PPC concepts

  • Strengths of pay per click
  • Keyword research and selection
  • Google PPC
  • Research tools
  • Search campaign process
  • Ad copy
  • Landing pages
  • Targeting
  • Budgets
  • Scheduling
  • Display networks
  • Ad center
  • Campaign management
  • Conversion tracking
  • Conversion metrics: CPA, CTR
  • Bidding
  • Analytics
  • Rules and regulations

 

Module - 4 - Email Marketing

 

Key email marketing concepts

  • Campaign process
  • Online data capture
  • Offline data capture
  • Segmentation
  • Email design
  • User behaviour
  • User characteristics
  • Email copy
  • Email structure
  • Email delivery
  • Email systems
  • Filtering
  • Scheduling
  • Measurement
  • Key terms and metrics
  • Split testing
  • Rules and regulations

 

Module 5- Digital Display ads

 

Key digital display concepts

  • Benefits of digital display
  • Challenges of digital display
  • Business value
  • Running effective ads
  • Ad formats, features and display frequency
  • Campaign planning
  • Campaign steps
  • Target audience
  • Campaign objectives
  • Campaign budget
  • Creative formats
  • Targeting
  • Tracking your campaign
  • Optimising the campaign
  • Rules and regulations

 

Module 6- Social Media Part 1

 

Key social media concepts

  • Social media goals
  • Setting goals and priorities
  • Facebook set up, privacy and business page
  • Twitter set up, profile and engagement
  • LinkedIn set up, profile, building connections, engagement and company page
  • Google+ set up, engagement and brand page
  • YouTube search, set up, channels and engagement
  • Rules and regulations 

 

Module 7- Social Media Part 2

 

  • Implementing social
  • New social challenges
  • Listening first
  • The quality scale
  • Landing pages
  • Facebook promotions, offers and events
  • Promote an event
  • Event follow up
  • Facebook places, advertising and sponsored stories
  • Goals and targeting
  • Scheduling and delivery
  • Apps and plugins
  • Facebook groups and page insights
  • LinkedIn groups, job search, and advertising
  • Promoted tweets
  • Promoted Twitter accounts
  • KPI measures
  • Analytics
  • Third party apps
  • Reporting
  • Rules and regulation

 

Module 8- Analytics

 

  • Key analytics concepts
  • Goal set up
  • Account set up, code and profiles
  • Goal configuration and funnels
  • Audience
  • Dashboard
  • Technology
  • Advertising
  • AdWords campaigns
  • Traffic sources
  • Scheduling and delivery
  • Bounce rate
  • Site speed
  • Site search
  • Events
  • Conversions
  • Ecommerce
  • Reporting
  • Real time reporting
  • Intelligence reporting
  • Customised reporting
  • Rules and regulations 

 

Module 9- Strategy and Planning

 

Key strategy and planning concepts

  • First steps
  • Planning
  • Situation analysis
  • Information gathering
  • Target audience
  • Setting objectives
  • Appropriate tools
  • Action plan
  • Setting the budget
  • Measurement
  • Iteration and enhancement
  • Rules and regulations 

  

Module 10- Blogging for Business

 

Why blogging is important for your business

  • Target markets for blogging
  • What to write: content strategies for blogging
  • How long should your blog post be
  • Tips to increase blog SEO
  • How to make killer headlines
  • Cross-promoting your blog with social media
  • ROI’s to measure blog success
  • Rules and regulations

 

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