Masters Program in Digital Marketing

• Intro To Digital Marketing
• Modules Of Digital Marketing
• Why Digital Marketing Buzz
• Opportunities In India & Growth Projection

• What is Business Objective
• Role Of Business Objective In Digital Marketing
• Use Cases Of Business Objective

• Basic Guidelines Of Article Writing
• Difference Between Article Writing & Website Content Writing
• 3 Assignments On Article Writing

• Impact Of Graphics In Digital World
• Understanding The Working Of Canva
• Logo Design
• 5 Hands On Assignments On Canva
• Creating Various Graphic Designs For Various Digital Platforms

• What Is A Domain
• Types Of Domains
• Historical Importance Of Domains
• Existing Domain Name Usage Scenario

• Domain Name Server
• What is Hosting Space
• Types of Hosting Spaces
• What Is an IP address ?
• Internal FrameWork Of Internet- Flow Diagram

• What Is Keyword
• Types Of Keywords
• What Is Website
• Types of Websites
• Nomenclature Of Digital Marketing - Snippets, SERP, Key Metrics DA,PA,LPS etc..

• What is keyword Research ?
• Guidelines Of Parameter Selection Of Keyword Research
• Tools Used For Keyword Research
• Live Exercise : Keyword Research On Various Tools

• Purchasing A Domain
• Purchasing A Hosting Space Website WireFrame/ SILO Structure
• Website Wireframe/ SILO structure
• Basics of Website Building
• Why A Content Management System ( CMS )

• Plugins Setup
• Page Setup
• UI Enhancement Using Elementor
• Additional CSS

• What is a Search Engine?
• How a Search Engine works?
• SERP Exploration
• Algorithms for Search Engine
• Introduction to basic Ranking Factors

• Introduction to Keywords
• Importance of Keywords
• Types of Keywords
• Understanding the terms Keyword Density, Keyword Proximity, Keyword Stuffing.
• Best practices to shortlist keywords based on Business Objective
• Tools for Keyword Research
• Live Exercise: Keyword Research using various Tools

• Writing Content as per SEO
• SEO Content Penalties
• How to Recover if site got penalized
• Live Exercise: Writing content

• Basic HTML Tags Introduction
• Hierarchy of Header Tags
• Optimizing Header Tags
• Anchor Tags Optimization
• Alt Tag Optimization

• What do you mean Snippet
• Types of Snippets
• Optimizing your Snippets to get more Traffic to your website
• Live Exercise: Creating Snippets for the Published content

• What is a SiteMap?
• Types of Sitemaps
  • .xml Sitemap
  • HTML Sitemap
• Generating SiteMap
• Submissions of SiteMap to Webmaster

• What is Google Search Console?
• Importance of Search Console
• Analyzing the Website data
• Live Exercise: Connecting your Website with Search Console and getting the Insights

• What is Link Building?
• Why is Link Building important?
• Types of Link Building

• Reasons of Analyzing a Competitor in Digital Marketing
• Extracting the Competitor backlinks
• Live Exercise: Backlink submissions using Competitor links

• What is Local SEO
• Importance of Local SEO
• Listing the business on Search Engines
• Creation of Business Listing on Google
• Importance of NAP
• Building the backlinks to the listed business on Google
• Live Exercise: Google My Business Page Creation

• What is Internal Linking
• Power of Internal Linking
• What do you mean by Schema on Google?
• Schema Setup for Google Snippets
• Validating the Snippet code on Google Publishers tool

• What is Search Engine Marketing
• Difference between SEM & SEO
• Platforms Of SEM
• Why SEM Is Important For Running A Business
• Push v/s Pull Marketing
• Role Of User Intent In Paid Marketing

• Types Of Google Ads
• Use Cases Of Each Types
• Which Mode Of Google Ads Is the Best for Businesses
• Conversion Tracking Code Setup

• Campaign Setup Basics
• Location Targeting
• Ad Groups and Its importance In A Campaign
• Extensions
• Match Types
• Bidding Strategies

Search Ads - Part 2

• Analysing Search Terms
• Ad Preview & Diagnosis
• Negative Keywords
• Demographics Adjustment
• Extensions
• Adjusting Locations
• Advanced Bidding Adjustments
• Live Exercise : Adjusting

Search Ads - Optimisation Of Ads

• Best Practices Of Writing Ads
• Effect Of Relevant Keywords On CPC
• Dynamic Keyword Insertion

• Creation of Smart Display Campaign
• Creation of Standard Display Campaign
• Creation of Gmail Campaign
• Location targeting
• Budget Setup
• Bidding for Display Campaigns
• Audience Targeting [ demographic, in-market, affinity,remarketing ]

Display Ads- Part II

• Keyword Targeting
• Topic Targeting
• Placement Targeting
• Creation of responsive Ad Copy
• Headline & Description Copywriting
• Use of CTA Buttons
• Use of custom Colors
• Optimizing Landing Page

• Creation of In-stream Skippable Ads
• Creation of Video Discovery Ads
• Creation of Bumper Ads
• Creation of non-skippable instream Ads
• Creation of Outstream Ads

Video Ads- Part II

• Location targeting
• Budget Setup
• Bidding for Display Campaigns
• Audience Targeting [ demographic, in-market, affinity ]
• Keyword Targeting
• Topic Targeting
• Placement Targeting

Video Ads- Part III

• Frequency Capping Setup
• Conversion Tracking Code Setup
• Remarketing Audience Setup

• Conversion Tracking Code Setup
• Audience Creation
• Remarketing List Setup
• Custom URL Parameters
• Policy Manager & Billing Settings

• What is Social Media?
• History of Social Media
• Importance of social media
• Marketing Opportunities through social media
• Various types of Advertising through Social Media{ Platforms }

• Why Facebook is Important for Marketing?
• Various Account Levels in Facebook
  • Page
  • Group
  • Profile
• Creating a Facebook Page
• Optimization of Facebook Page
• Facebook Page Insights
• Live Exercise: Creation Of a Facebook Page & Getting Insights from the Page posts.
• Marketing Ways on Facebook Platform
• Setting Up a Facebook Campaign
• Various Marketing Goals To the Successful Business
• Targeting the Specific Audience on Facebook Platform
• Installation of Facebook Pixel Code into the Website
• Remarketing With Facebook for the Potential Audience
• Getting the Insights from the Campaigns.

• Why LinkedIn is Important for Marketing?
• Various Account Levels in LinkedIn
  • Profile
  • Group
  • Page
• Creating a Business Page on LinkedIn
• Optimization of LinkedIn Page
• LinkedIn Page Insights
• Live Exercise: Creation Of a Business Page & Getting Insights from the Page posts.
• Marketing Ways on LinkedIn Platform
• Setting Up a LinkedIn Campaign
• Policies of LinkedIn to Start Marketing
• Various Marketing Goals To the Successful Business
• Targeting the Specific Audience on LinkedIn Platform
• Installation of LinkedIn Pixel Code into the Website
• Remarketing With LinkedIn for the Potential Audience
• Getting the Insights from the Campaigns.

• Why Twitter Is Important for Marketing?
• Creating a Twitter Account ( Business )
• Optimization of Twitter Account
• Twitter Account Insights
• Live Exercise: Creation Of a Business account on Twitter & Getting Insights from the Tweets
• Marketing Ways on Twitter Platform
• Setting Up a Twitter Campaign
• Various Marketing Goals To the Successful Business
• Targeting the Specific Audience on Twitter Platform
• Installation of Twitter Pixel Code into the Website
• Remarketing With Twitter for the Potential Audience
• Getting the Insights from the Campaigns.

• Why Instagram Is Important for Marketing?
• Creating a Instagram Account ( Business )
• Optimization of Instagram Account
• Instagram Account Insights
• Various Content Ideas for Daily Postings
• Live Exercise: Creation Of a Business account on Instagram & Getting Insights from the Posts on Instagram.

• Why Quora Is Important for Marketing?
• Creating a Quora Account
• Optimizing the Quora Profile
• Quora Account Insights
• Live Exercise: Creation Of a Business account on Quora & Answering
• Marketing Ways on Quora Platform
• Setting Up a Quora Campaign
• Various Marketing Goals To the Successful Business
• Targeting the Specific Audience on Twitter Platform
• Installation of Quora Pixel Code into the Website
• Remarketing With Quora for the Potential Audience
• Getting the Insights from the Campaigns.

• What is Video Marketing ?
• Various Platforms for Video Marketing
• Importance of Video Marketing
• Strategy to Quick Start Video Marketing
• Various Levels of Channels on YouTube
• Live Exercise: Creating a YouTube Channel

• How to Upload a video on YouTube Channel
• Checklist for Uploading a Video
• Various Tools For Extracting the Video Tags of Competitors Videos
• Live Exercise: Uploading a Video with the Checklist Provided in session

• Customization of YouTube wall & Channel
• Best Practices to get more Viewers and Subscribers
• Creation of Playlists and placing them on the YouTube Wall
• Unlocking the Various Features of YouTube for the Channel Created
• Live Exercise: Creating Playlists

• Tracking the Performance of your YouTube Channel
• Various Factors to improve the quality of videos using the Insights of Channel
• Understanding the Sources for the videos to target your audience
• Live Exercise: Analyzing the Insights from the videos uploaded

• Can we Earn Money using YouTube?
• Monetization
• What is the Eligibility Criteria for Earning Money on YouTube?
• Becoming a Partner for YouTube in Order to Monetize
• Creation of Adsense Account
• Linking the YouTube Channel with Adsense Account

• Importance of Email Marketing
• Organizing Mailing List
• How to Avoid Spam & being Blacklisted
• A/B Testing
• Automation of Emails
• Types Of Email Campaigns
• How to engage New Users
• Email marketing tools & metrics
• Live Exercise: Email Marketing & List Creation

• What is Affiliate Marketing?
• How Affiliate Marketing Tracking works
• How to find Affiliate Marketing services / products to promote
• What are Affiliate Networks
• Affiliate Marketing Tools & Plugins
• Affiliate Marketing Bidding Strategies
• Affiliate Marketing Tips to increase earnings

• Mock Interview Sessions
• Resume Building
• Building a strong LinkedIn profile to shortlist.