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Digital Marketing Certification

Digital Marketing Certification

Digital Marketing Certification Program
Start On 15th March 2022
Duration 6 Months
Level Beginner to Advance
Seat avaiable Course Full
Price 25,000/- per Month

Course Overview

This Program aims to provide current and future digital marketers with a holistic skill set to meet the organization’s strategic needs to enhance business interactions with the target audience in an increasingly dynamic and competitive online environment. This program is structured to develop universal competencies that will enhance digital marketing skills, and at the same time, guide current and future digital marketers to leverage different online channels and techniques to build a brand and generate revenue for the business.

Benefits to You

Career & Growth: This course will help you in preparing you for your future opportunity and improve the performance campaigns that you are running for your business.
Financial & Reputational: Whether it is brand building or direct response this course will teach you how to set the metrics that matter, measure the results, and achieve your marketing goals.
Technological: This course will give you a very good understanding of the key components of digital marketing, commonly used tools in digital marketing, and usage of these tools.

Learning Outcomes

  • Connect the key areas of marketing to today’s online channels.
  • Understanding the digital landscape and building a case to leverage online channels.
  • Develop a holistic approach to search marketing, social media marketing, display, mobile, video marketing, and various other important channels and techniques.
  • Create online brand-building initiatives that work.
  • Drive traffic, engagement, and conversion using content marketing and inbound strategies.
  • Apply relevant tools and concepts to execute measure and monitor an annual online marketing plan and use analytics to drive actionable improvements.
  • Strategize, implement and optimize online campaigns successfully.
  • Understand and create the operational framework to execute online marketing.
  • Integrate new digital marketing techniques into your strategic marketing plan.

This digital marketing certification program is dedicated to preparing competitive digital marketers worldwide, considering the worth of this digital marketing skill in this new era. This course gives you the opportunity to master the art of digital marketing and make it beneficial for your brand through writing creative and engaging content, maintaining the brand’s worth, and running different campaigns to make the insights of your brand better and generate higher profit rates from their business.

This digital marketing course in Pakistan aims to provide us with a better understanding of digitalization and an idea of how to market your product digitally to grow it.

MODULES

Module 1: Introduction to Digital Marketing

Topics Covered:
  • 4Ps of Marketing
  • Additional Ps of Marketing
  • Consumer Behavior
  • Branding basics
  • Marketing Channels
  • Differentiating Sales and Marketing

Topics Covered:
  • Evolution of online marketing and how businesses are using the online space
  • Objectives and benefits of Digital Marketing
  • Paid, Owned and Earned Channels
  • Difference with digital media and new age media and how they can work in tandem
  • Case Study: Paid, Owned and Earned Media working in Tandem

Topics Covered:
  • Development platforms
  • Domain and Servers
  • How the website works
  • Content Management Systems
  • Basics of web structure
  • Microsites and Landing Pages
  • Landing Page and Conversion Rate Optimization

Topics Covered:
  • Website Design elements
  • Functionalities and Web Architecture
  • Using different Contents
  • Thinking Like your visitors
  • Fonts and Whitespaces
  • Language, Readability, and formats; Putting Right
  • Things in the Right place
  • Case Study: Web Design Case Study

Topics Covered:
  • Benefits of WordPress
  • Getting started with WordPress
  • Common functionalities and plugins
  • Uploading and editing Contents
  • Working with themes
  • Other commonly used content management system
  • Sectional Quiz

Module 2: Search Engine Optimization

Topics Covered:
  • Evolution of search
  • Major Search engines
  • How Search Engines Work
  • Search Engine Updates and their implication
  • What is SEO

Topics Covered:
  • Keywords types
  • Keyword planning
  • Long tail keywords
  • Competition survey
  • Balancing between writing for search engines and visitors
  • Semantics

Topics Covered:
  • Tag Header, Meta, and Alt Text
  • Robot.txt
  • Redirects
  • Anchor text and hyperlinking
  • Page speed
  • Plugins aiding onsite optimization
  • Other technical parameters

Topics Covered:
  • Link Basics
  • Bookmarking, Guest Posting, and Press Release
  • Other methods of link building
  • Do’s and don’ts of link building and differentiating
  • between white hat and black hat techniques
  • Search engine ranking guidelines
  • Do-follow and no-follow

Topics Covered:
  • Local and international SEO
  • SEO planning and tracking
  • Managing bad links
  • Using and improving with analytics
  • SEO tools
  • SEO audits
  • Future of SEO – AI, voice, and others
  • Case study: A case study on SEO
  • Sectional quiz

Module 3: Social Media Marketing and Online Reputation Management

Topics Covered:
  • Evolution of social medium
  • How are businesses using social media?
  • Role of social media in brand building
  • Role of social media in lead generation
  • Community building

Topics Covered:
  • Facebook profile building
  • Facebook pages
  • Facebook Groups
  • Facebook Events
  • Facebook Applications
  • Content and posting strategies
  • Advertising on Facebook
  • Facebook Messenger and Bots

Topics Covered:
  • Building profile
  • Building network, brand, and career
  • LinkedIn Groups and Pages
  • Pulse
  • Engage and reciprocate
  • Content and posting strategies
  • Career Building
  • Brand Building
  • Advertising in LinkedIn

Topics Covered:
  • Building profile
  • Building network
  • Hashtags
  • Amplifying through influencers
  • Building followers
  • Content and posting strategies
  • Advertising in twitter

Topics Covered:
  • Instagram marketing
  • Pinterest marketing
  • Using YouTube and Vimeo as social media
  • Snapchat marketing
  • TikTok marketing

Topics Covered:
  • Building strategy aligned to goals
  • Social media calendar
  • Event marketing, contest, and gamification
  • Engaging target audience
  • Tracking and optimizing social channels
  • Tools for social media management
  • Assignment: Creation of a Social media plan for a particular industry start-up
  • Assignment: Creation of a content calendar for a hypothetical company

Topics Covered:
  • Why is ORM important
  • Hijacking of brand messaging and implication of negative feedback
  • Strategy, process, and responsibilities in ORM
  • Scanning for negative feedback
  • Role of SEO in orm
  • Case study: a case study on ORM
  • Assignment: risk analysis for the brand online

Module 4: Online Advertisement using Google

Topics Covered:
  • Evolution of online marketing
  • Adwords certification – overview
  • Benefits and preparation
  • Intro to AdWords
  • Ad placements and networks
  • Ad extensions
  • Campaigns organization – type and setting
  • Audience targeting and remarketing
  • Ad auction
  • Importance of land pages
  • Media buying models
  • Bidding and budgeting
  • Campaign evaluation
  • Guideline and policies

Topics Covered:
  • Basics of Search Marketing and Leveraging Google Search
  • Keywords and building a keyword list
  • Starting with goals and KPIs
  • Conversion Tracking
  • Setting up search campaigns
  • Optimizing search campaigns
  • Best practices: writing ad text and others
  • Dynamic Search Ads

Topics Covered:
  • Introduction to Google Display Network (GDN) and ad formats
  • Setting up goals in GDN
  • Targeting Strategy in GDN
  • Setting up display Campaigns
  • Setting up Remarketing Campaign
  • Optimising Display campaigns
  • Trouble Shooting Display campaigns

Topics Covered:
  • Importance of Video Advertisement and role of YouTube
  • Media buying in YouTube
  • Understanding Video Advertisement goals and metrics
  • Creating ads and content in YouTube
  • Targeting through video
  • Remarketing using YouTube
  • Setting up Video Campaign
  • Analytics and Optimisation of Video Campaigns

Topics Covered:
  • Introduction to Mobile Advertisement, Mobile sites vs Mobile Apps -the choice
  • Best practices for designing Mobile Apps and Sites
  • Leveraging AdWords for mobile advertisements
  • Call campaigns in Mobile
  • Installation and Engagement Campaigns in-app
  • Analyzing and Optimizing mobile campaigns
  • Mobile Apps Analytics

Topics Covered:
  • Introduction to shopping ads using google
  • Creating a google merchant account
  • Setting up and using a product feed
  • Capturing product data and matching with landing page
  • Align bid strategy with shopping campaign goals
  • Creating shopping campaign
  • Automatic updating and feed rules
  • Prioritizing products in shopping campaigns
  • Compliance and handling issues and disproval
  • Using merchant promotion
  • Showcase and local inventory ads
  • Measuring and optimizing shopping campaigns

Topics Covered:
  • Campaign Experiment
  • AdWords APIs AdWords editor- Benefits and usage
  • Managing multiple accounts
  • Opportunities and Suggestions by the tool
  • Case Study: AdWords Optimization

Module 5: Content Marketing and Inbound Marketing

Topics Covered:
  • Introduction to Content Marketing
  • Buyer Persona and Buyer Journey
  • Content Planning
  • Voice, tone, storytelling, and consistency – the important elements
  • Content creation, curation, and repurposing
  • Content publishing and amplification
  • Measuring content performance and optimization
  • User Generated Content and Viral Content

Topics Covered:
  • Inbound marketing methodology
  • From attracting to closing -principle, and strategies
  • Retain customers through inbound
  • Inbound automation- tools and workflow
  • Content-driven B2B inbound marketing
  • Case Study on Content Marketing

Module 6: Others Forms Of Digital Outreach And Methods

Topics Covered:
  • Mobile Landscape
  • Responsive design, dynamic content, and architecture
  • Search engine guidelines
  • User behavior on mobile
  • Ad formats and platforms
  • SMS marketing
  • Case Study: Case Study on Mobile Marketing

Topics Covered:
  • Mobile aided shopping
  • Local marketing
  • Emerging technologies like geofencing, beacons
  • Designing the optimum path to conversion and contextual actions
  • Leveraging mobile payment

Topics Covered:
  • Understanding the market and users and types of apps
  • Choosing the platform
  • Design best practices for apps
  • Features in apps and minimum viable product
  • Pricing and promoting an app
  • App store optimization

Topics Covered:
  • Understanding the market and users and types of apps
  • Choosing the platform
  • Design best practices for apps
  • Features in apps and minimum viable product
  • Pricing and promoting an app
  • App store optimization
  • Importance of email marketing
  • Principle for good email marketing
  • Using email across buyer’s journey
  • Segmentation, contextualization, and building up email lists
  • Creating good emailers
  • Dealing with Spams and bounces
  • Email nurturing, workflow, and tools
  • Analysis, testing, and optimizing emails
  • Case Study: Marketing Sherpa

Topics Covered:
  • Using Bing Ads for promotion
  • Native Ads- platforms and usage

Topics Covered:
  • Introduction to programmatic
  • Programmatic landscape
  • Players and relevance
  • Google Double Click
  • Success factors for programmatic

Topics Covered:
  • Introduction to affiliate marketing
  • Affiliate marketing landscape
  • Selecting good programs and monetizing
  • Introduction to AdSense

Module 7: Analytics, Strategy, and Operations in Digital Marketing

Topics Covered:
  • What can you measure in the web?
  • How does web analytics work?
  • Clickstream analysis
  • Goals to success measurement
  • Setting up a test and learning the culture
  • Competition insights
  • Segmentation
  • Attribution

Topics Covered:
  • How to google analytics work?
  • What it can measure and what it cannot
  • Setting up google analytics and views
  • Dimensions and metrics
  • Segmentation of data and analysis
  • Campaign tracking, goals, and events
  • Using attribution models
  • Understanding and creating reports and dashboards
  • Introduction to google date studio

Topics Covered:
  • Omni-channel approach and cross-pollination with ATL and BTL activities
  • Consumer touchpoints and funnel
  • Marketing objective and channel and communication break up
  • Tracking and optimization plan
  • RACE and SOSTAC Frameworks
  • Growth Hacking
  • Balancing between brand building and direct response and overcoming consumer fatigue
  • Assignment: Preparation of Digital Outreach Plan for a non-profit

Topics Covered:
  • Need for automation and what cannot be automated
  • Marketing Automation Tools
  • In-house vs outsourcing and setting the right expectation with agencies
  • Project Management
  • Budgeting
  • Why digital marketing may not be enough
  • Skillsets to develop to be a successful digital marketer
  • Assignment: Channel Mapping and budgeting

Simulation List

Simulation
Learning outcome
SEO audit of the website Audit of website
Keyword research Researching keywords using GKP
Keyword research Using Moz toolbar to assess competition
Keyword research Researching keywords using rank tracker by SEO power suite
Keyword research Researching keywords using solve
Keyword research Researching keywords using Ahrefs
On-page optimization Optimizing a page using SEO by Yoast
Link building – submission to directory Link building using the submission
Link building using social bookmarking sites Link building using the social bookmarking
Link building using email outreach Link building using email outreach using SEO power suite
Posting of comments on a blog/article site Link building using forum commenting

Simulation
Learning outcome
Setting up Google AdWords accounts Go to Adwords and signup for a new account. Setup billing & payment information
Creating a new AdWords search campaign Create a search ad in AdWords
Creating a new display campaign Set up a display campaign
Creating a Gmail ad campaign Set up a Gmail campaign
Creating a video ad campaign Set up a video campaign
Reviewing campaign performance Review reports of an AdWords campaign
Optimizing campaigns bids Adjust bids for optimal results
Tracking AdWords conversation Track AdWords campaign conversion
Account setup and adding website Setup a new google webmaster account and add a new property, submit a sitemap
Generating and submitting sitemap to google Use an online tool to generate an XML sitemap for a site
Review site’s indexing and performance in SEO Review index status, search performance, crawl errors
Review robots.txt file Access and review bots.txt file

Simulation
Learning outcome
Creation of FB fan page Set up a Facebook fan page
Setup of Facebook ads Set up a Facebook ad campaign
Review of Facebook page performance Use Facebook Insights to review page performance
Set up of Twitter account Create a new Twitter account
Exercise for finding and getting followers on Twitter Find and follow people and get followers
Setup of the Twitter ad campaign Create a Twitter ad
Creation of a company page on LinkedIn Create a new company page on LinkedIn
Creation of a youtube channel Create a new youtube channel
Publishing of a video Upload and publish a video to youtube
Review of channel performance Review channel performance using youtube analytics

Simulation
Learning outcome
Account setup Setup new website in google analytics
Linking of analytics and webmaster accounts Link google analytics and webmaster accounts
Linking of analytics and ad words account Link google analytics and AdWords accounts
Goal setup Set up a goal
Review of audience reports Review audience reports
Review of behavior reports Review acquisition reports
Review of conversion reports Review conversion reports

Simulation
Learning outcome
Creation of email list Create an email list
Setup of new email campaign Create and send a new email campaign
Review of emails campaign reports Review email campaign report

Simulation
Learning outcome
Buzzsumo Use buzz sumo to find content with most social shares for a given keyword or site
Follower Wonk Use follower wonk to analyze twitter performance
Buffer Use the buffer to schedule social media updates
Ahrefs Use Ahrefs to analyze a site’s performance

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