Digital Marketing Certification

Start On Course Full

Duration 6 Months

Level Beginner to Advance

Seat avaiable Course Full

Price ₨ 25,000/- per Month

56 in stock

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

1. Marketing Refresher

Topics Covered:

2. Digital Marketing Overview

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

3. Basics of Website

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

4. Website Design and Copywriting

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

5. Basics of WordPress

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

1. Basics of Search Engines

Topics Covered:

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

2. Onsite Content Optimization

Topics Covered:

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

3. Onsite Technical Optimization

Topics Covered:

4. Off-page Optimization

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

5. SEO Management

Topics Covered:

Module 3: Social Media Marketing and Online Reputation Management

1. Introduction to Social Media 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

2. Facebook Marketing

Topics Covered:

Instagram marketing
Pinterest marketing
Using YouTube and Vimeo as social media
Snapchat marketing
TikTok marketing

6. Managing Social Media channels

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

7. Online Reputation Management

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

1. AdWords 101

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

2. Search Advertising in Google

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

3. Display Advertising in Google

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

4. Video Advertising in Google

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

5. Mobile Advertisement in Google

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

6. Shopping Advertisement in Google

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

7. Managing AdWords

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

1. Content 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

2. Inbound Marketing

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

1. Mobile Marketing

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

2. Mobile Commerce

Topics Covered:

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

3. Apps Marketing

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

4. Email Marketing

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

5. Other Advertisement Platforms

Topics Covered:

Using Bing Ads for promotion
Native Ads- platforms and usage

6. Programmatic Buying

Topics Covered:

Introduction to programmatic
Programmatic landscape
Players and relevance
Google Double Click
Success factors for programmatic

7. Affiliate Marketing

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

1. Setting up the web analytics

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

2. Working with Google Analytics

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

3. Digital Marketing Strategy

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

4. Digital Marketing Operation

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

Search Engine Optimization

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

Search engine marketing

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

Social media marketing

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

Google 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

Email marketing

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

Digital tools

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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Digital Marketing Certification