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 brand and generate revenue for the business. Post Graduate Certificate Program for Digital Marketing Who Should Attend Digital marketing professionals Other professionals Entrepreneurs Students Affiliate Marketers Online Campaign Professionals Difficulty Beginner to Advance Pedagogy Online + Instructor Led Webinars Duration 6 months Assessment Mock test at the end of the course Certified / Accredited By Manipal ProLearn Topics Covered Introduction to Digital Marketing Search Engine Optimization Social Media Marketing Online Reputation Management Online Advertisement using Google Content and Inbound Marketing Analytics, Strategy and Operations in Digital Marketing Learning Access Login Access Provided Navigation of Online Content Practice Simulations Practice Mock Tests Case Studies Online Discussion Boards Summary Cards Special Webinars Delivered By Digital Marketing Practitioners Benefits to You Career & Growth: This course will help you in preparing you your future employment 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 set the metrics that matter, measure the results and achieve your marketing goals in a profitable manner. Technological: This course will give you very good understanding on 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 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 optimise online campaigns successfully Understand and create the operational framework to execute online marketing Integrate new digital marketing techniques into your strategic marketing plan
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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 brand and generate revenue for the business.
Post Graduate Certificate Program for Digital Marketing
Who Should Attend Digital marketing professionals Other professionals Entrepreneurs Students Affiliate Marketers Online Campaign Professionals
Difficulty Beginner to Advance Pedagogy
Online + Instructor Led Webinars
Duration 6 months
Assessment Mock test at the end of the course
Certified / Accredited By Manipal ProLearn
Topics Covered Introduction to Digital Marketing Search Engine Optimization Social Media Marketing Online Reputation Management Online Advertisement using Google Content and Inbound Marketing Analytics, Strategy and Operations in Digital Marketing
Learning Access Login Access Provided Navigation of Online Content Practice Simulations Practice Mock Tests Case Studies Online Discussion Boards Summary Cards Special Webinars Delivered By Digital Marketing Practitioners
Benefits to You
Career & Growth: This course will help you in preparing you your future employment 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 set the metrics that matter, measure the results and achieve your marketing goals in a profitable manner.
Technological: This course will give you very good understanding on 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 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 optimise online campaigns successfully
Understand and create the operational framework to execute online marketing
Integrate new digital marketing techniques into your strategic marketing plan
Who is this for?
Digital marketing professionals – both generalist and specialist who want to reach the
top echelons of digital marketing
Other professionals who want to dive into the growing segment of digital marketing
and make career shift for eternal growth.
Students who would like to become a digital marketer and expand their career
opportunities in big brands as well as Start-ups.
Business owners and entrepreneurs who want to leverage digital channels to build up
the brand and bring more paying customers in a sustainable and profitable manner
Post Graduate Certificate Program for Digital Marketing Our Differentiator MaGE is a leading provider of online courses on various technologies, management and marketing concepts. We adopt the e-learning standards and best practices combined with internally developed innovative solutions. The subject matter experts, course designers and developers have vast experience in their respective fields. They collaborate, explore and innovate in a seamless way to bring the best learning solution possible. The program is designed by digital marketing experts who consult and train with renowned brands such as Google as well as midsize and start-up companies across various industries. This course the depth and breadth of digital marketing with an eye to ever evolving landscape. The concepts are explained in a simple language with ample real-time examples. Each unit is followed by a mix of practice and scenario based questions and at the end of the course a comprehensive assessment is provided. This ensures complete understanding and retention of the knowledge on each of the concepts. This program provides “just-in-time” short quick learning nuggets in the form of videos and summary cards with following benefits:
Quick grasp of concepts
Better retention
Quick revision
The online delivery and pedagogy of the program provides for high quality delivery, interactivity
among learners, and most importantly flexibility to the working learner to undergo the program
as per the learner’s comfort and convenience.
To enhance the learning experience, guided step by step practice is provided through simulated exercises. You can practice all the concepts learnt in the course by completing these simulated exercises. To further strengthen the learning experience, we organize a number of webinars conducted by digital marketing practitioners. These webinars help in clarifying strategy or navigational questions that the participants might have after they cover parts of the course. Our experienced subject matter experts will guide you further in consolidating the conceptual understanding. MaGE also ensures to keep the course updated with changes made in the content/syllabus by the accreditation bodies.
Benefits & Key Features
Web based Instructor Led Trainings
Core contents – presentations and videos
Reading material with reference that elaborates various concepts in detail
Case studies covering actual business problems and scenarios and how to solve them effectively
Project and Assignments
AI driven Simulations for real world campaign planning
Special Webinars with interactive discussion boards
Final course assessment
1-on-1 mentoring session with Industry Experts in Digital Marketing domain
Curriculum Introduction to Digital Marketing and Creating your Website
This will lay the foundation for starting off on the ‘why’ of digital marketing and marrying the
traditional concepts in marketing, branding and media. This will also help the learner to
understand the important of the primary digital asset i.e. the website and help in creating a
beautiful and functional ‘virtual front’ for his or her business. The learner will learn how to
create good landing pages and use principle of Conversion Rate Optimisation to get more
conversions in a profitable manner
Search Engine Optimisation In a Google dominated world this module will aim at learning and implementing the process of
driving relevant traffic to the website and will cover both on-page and off-page optimization
keeping the targeted keywords or phrases in mind.
Social Media Marketing and Online Reputation Management In a highly connected social world this module will teach the learners on how to leverage the
power of social media to connect, engage and convert the target audience with customised
contents. The learner will get to learn how to use the major platforms like Facebook, Twitter,
LinkedIn, Pinterest, YouTube (as social) and some others like Vimeo and Snapchat. Also learner
will be able to use how to use paid social media in form of the ad platforms in Facebook,
Twitter, LinkedIn and Instagram. Also, it will help the learners appreciate the criticality of online
reputation and teach them methods to manage the same especially in social media.
Online Advertisement using Google With the dominance of Google is online advertisement this module will teach the learners to
become effective advertiser to utilise the different types of advertisement on Google and its
network. It will cover Search advertising, display advertisement, mobile advertisements,
YouTube (video) advertisement and shopping advertisements. The learner will also learn how
to customise the reach and effectively manage the budget and ROI of online paid campaigns in
Google ecosystem.
Content Marketing and Inbound Marketing In an interruption driven online world content is the king which drives engagement and
conversion. This module will teach you building a scalable content engine for inbound marketing
customized to customer segments and buyer journey to create stickiness for your brand.
Other Forms of Digital Outreach and Methods
In this module the learners will learn about the other methods (like affiliate marketing) and
channels (like emails, programmatic advertisement) and platforms (like Native and Bing ads) to
reach out to the target audience and engage them effectively
Analytics, Strategy and Operations in Digital Marketing
This module is pillar for digital marketing where the learners will be able to learn the context
driven measurement, devise strategies which may work in the evolving world of digital marketing
and effective ways to implement the same. This is the go-to module to assimilate all the learning
of the previous modules into an actionable path.
Module 1: Introduction to Digital Marketing and Creating your Website
Unit No. Unit Name Topics Covered
1. Marketing Refresher
4Ps of Marketing
Additional Ps of Marketing
Consumer Behaviour
Branding basics
Marketing Channels
Differentiating Sales and Marketing
2. Digital Marketing Overview
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
Development platforms; Domain and Servers; How website works; Content Management Systems; Basics of web structure; Microsites and Landing Pages; Landing Page and Conversion Rate Optimisation
4. Website Design and Copywriting
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 Right place
Case Study: Web Design Case Study
5. Basics of WordPress 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 Optimisation
Unit No. Unit Name Topics Covered
1. Basics of Search Engines Evolution of search
Major Search engines
How Search Engines Work
Search Engine Updates and their implication
What is SEO
2. Onsite Content Optimization
Keywords types
Keyword planning
Long tail keywords
Competition survey
Balancing between writing for search engines and visitors
Semantics
3. Onsite Technical Optimization
Tag- header, meta and alt-txt
Robot.txt
Redirects
Anchor text and hyperlinking
Page Speed
Plugins aiding onsite optimization
Other technical parameters
4. Off-page Optimisation 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 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 : Case Study on SEO
Sectional Quiz
Module 3: Social Media Marketing and Online Reputation Management
Unit No. Unit Name Topics Covered
1. Introduction to Social Media Management
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
Facebook profile building
Facebook pages
Facebook Groups
Facebook Events
Facebook Applications
Content and posting strategies
Advertising in Facebook
Facebook Messenger and Bots
3. LinkedIn Marketing
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
4. Twitter Marketing Building profile
Building network
Hashtags
Amplifying through influencers
Building followers
Content and posting strategies
Advertising in Twitter
5. Other Social Media Channels
Instagram marketing
Pinterest marketing
Using YouTube and Vimeo as social media
Snapchat marketing
6. Managing Social Media channels
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 on a Social media plan for a particular industry start-up
Assignment : Creation on a content calendar for a hypothetical company
7. Online Reputation Management
Why is ORM important
Hijacking of brand messaging and implications of negative feedback
Strategy, process and responsibilities in ORM
Scanning for negative feedback
Role of SEO in ORM
Case Study: Case Study on ORM
Assignment: Risk Analysis for a brand online
Sectional Quiz
Other Assignments from Part 1 of the course
Study Digital Marketing and Traditional marketing working together
Evaluation of 3-5 websites on the multiple factor CHECKLIST
Keyword Planning exercise
Module 4: Online Advertisement using Google
Unit No. Unit Name Topics Covered
1. AdWords 101 Evolution of online marketing
AdWords Certification- Overview
Benefits and Preparation
Intro to AdWords
Ad Placements and Networks
Ad Extensions
Campaign Organisation- Types and Settings
Audience Targeting and Remarketing
Ad Auction
Importance of landing pages
Media buying models
Bidding and Budgeting
Campaign evaluation
Guideline and policies
2. Search Advertising in Google
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
Optimising search campaigns
Best practices : writing ad text and others
Dynamic Search Ads
3. Display Advertising in Google
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
Importance of Video Advertisement and role of YouTube
Media buying in YouTube
Understanding Video Advertisement goals and metrics
Creating ads and contents in YouTube
Targeting through video
Remarketing using YouTube
Setting up Video Campaign
Analytics and Optimisation of Video Campaigns
5. Mobile Advertisement in Google
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
Analysing and Optimising mobile campaigns
Mobile Apps Analytics
6. Shopping Advertisement in Google
Introduction to Shopping ads using Google
Creating Google Merchant Account
Setting up and using Product Feed
Capturing product data and matching with Landing page
Align bid strategy with shopping campaign goals
Creating shopping campaign
Automatic Updation and Feed rules
Prioritising products in Shopping Campaigns
Compliance and handling issues and disproval
Using merchant promotion
Showcase and Local Inventory Ads
Measuring and optimising Shopping Campaigns
7. Managing AdWords Campaign Experiment
AdWords APIs AdWords editor- Benefits and usage
Managing multiple accounts
Opportunities and Suggestions by tool
Case Study : AdWords Optimization
Sectional Quiz
Module 5: Content Marketing and Inbound Marketing
Unit No. Unit Name Topics Covered
1. Content Marketing 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
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
Sectional Quiz
Module 6: Other Forms of Digital Outreach and Methods
Unit No. Unit Name Topics Covered
1. Mobile Marketing Mobile Landscape
Responsive design, dynamic content and architecture
Search engine guidelines
User behaviour on mobile
Ad formats and platforms
SMS marketing
Case Study : Case Study on Mobile Marketing
2. Mobile Commerce 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 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 optimisation
4. Email Marketing
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, contextualisation and building up email lists
Creating Good emailers
Dealing with Spams and bounces
Email nurturing, workflow and tools
Analysis, testing and optimising emails
Case Study: Marketing Sherpa
5. Other Advertisement Platforms
Using Bing Ads for promotion
Native Ads- platforms and usage
6. Programmatic Buying Introduction to programmatic
Programmatic landscape
Players and relevance
Google Double Click
Success factors for programmatic
7. Affiliate Marketing
Introduction to affiliate marketing
Affiliate marketing landscape
Selecting good programs and monetizing
Introduction to AdSense
Sectional Quiz
Assignments from Part 2
Evaluation of AdWords campaign for a particular set of Search Keywords
Evaluation of Facebook campaign from AdEspresso
Campaign Planning
Module7: Analytics, Strategy and Operations in Digital Marketing
Unit No. Unit Name Topics Covered
1. Setting up the web analytics
What can you measure in the web
How does web analytics work
Clickstream analysis
Goals to success measurement
Setting up a test and learn culture
Competition insights
Segmentation
Attribution
2. Working with Google Analytics
How 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 Data Studio
3. Digital Marketing Strategy
Consumer touch points and funnel
Omni-channel approach and cross-pollination with ATL and BTL activities
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
Need for automation and what cannot be automated
Marketing Automation Tools
In-house vs outsourcing and setting right expectation with agencies
Project Management
Budgeting
Why digital marketing may not be enough
Skill sets to develop to be a successful digital marketer
Assignment: Channel Mapping and budgeting
Sectional Quiz
Assignments for Part 3
Creating Content Marketing Plan for a particular industry
Preparation of Digital Outreach Plan for a non-profit
Channel Mapping and Budgeting
Game Based Simulation
AI-based simulation for planning and strategy of a Search Campaign for e-bike
Simulation List
Module Simulation Learning Outcome
Search Engine Optimization
SEO Audit of a Website Audit a website
Keyword Research Researching keyword using GKP
Keyword Research Using Moz ToolBar to assess competition
Keyword Research Researching keyword using Rank Tracker by SEO PowerSuite
Keyword Research Researching keyword using Soovle
Keyword Research Researching keyword using Ahrefs
On-page optimization Optimizing a page using SEO by Yoast
Link Building - submission to directory Link Building using submission
Link building using Social bookmarking sites Link Building using Social Bookmarking
Link building using Email Outreach
Link Building using Email Outreach using Moz OSE
Link building using Email Outreach
Link Building using Email Outreach using SEO PowerSuite
Posting of comments on a blog / article site Link Building using forum commenting
Search Engine Marketing
Setting up Google Adwords account
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 campaign bids Adjust bids for optimal results
Set up a new Google Webmaster account and add a new property, submit sitemap
Generating and submitting sitemap to Google
Use an online tool to generate 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 Robots.txt file
Social Media Marketing Creation of FB Fan Page Set up a Facebook fan page
Set up 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
Set up of Twitter ad campaign Create a Twitter Ad
Creation of a company page on LinkedIn Create a new company page on Linkedin
Set up of LinkedIn ad campaign Create a LinkedIn Ad
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 Account setup Setup new website in Google Analytics
Linking of Analytics and webmaster accounts
Link Google Analytics and Webmaster accounts
Linking of Analytics and AdWords account Link Google Analytics and AdWords accounts
Goal setup Set up a Goal
Review of Audience Reports Review Audience Reports
Review of Acquisition Reports Review Acquisition Reports
Review of Behavior Reports Review Behavior Reports
Review of Conversion Reports Review Conversions Reports
Email Marketing
Creation of Email list Create an email list
Set up of new email campaign Create and send new email campaign
Review of emails campaign reports Review email campaign report
Digital Tools Buzzsumo
Use buzzsumo to find content with most social shares for a given keyword or site
Follower wonk Use Followerwonk to analyze Twitter performance
Buffer Use Buffer to schedule social media updates
Ahrefs Use Ahrefs to analyse a site's performance
Final Assessment
Multiple Choice Questions
Case study on Digital Strategy
Assignment on Digital Marketing assessment
Certification
Internal:
Students will get a course completion certificate on ‘Post Graduate Certificate Program for Digital Marketing’ by Manipal Academy of Higher Education (MAHE).
External:
Students will be able to take the following certification exams after taking up the course: 1. Google AdWords Fundamentals