Digital Marketing
Course Code: MR99
Introduction
Marketing in the digital space commonly referred to as ‘Digital Marketing’, in the present day is an inescapable term for any organization; and has become one of the most discussed topics across industries and geographic boundaries.
The rise of the tech-savvy Millennials and Generation Z consumers, coupled with disruptive technological growth has ensured that traditional marketing methods have become insufficient and in many cases ineffective to drive sales, grow brands or compete in the market.
An offshoot of Digital Marketing is Social Media marketing which harnesses the power of social media platforms to connect with consumers and effectively market products and services. While social media is renowned for making both people and brands shoot to stardom and fame overnight; it has also caused the downfall of many.
Digital Marketing is now an irreplaceable component of any successful Integrated Marketing Communications (IMC) campaign and its importance is evident in light of the unprecedented demand for skilled digital professionals. In addition, there is a tremendous impetus for existing professionals to upgrade their skills to function effectively in the new digitized world.
The digital era has also given birth to a host of digital marketing/advertising agencies offering expertise ranging from niche services such as SEO specialists, and content creators; to generalists offering a gamut of services encompassing comprehensive social media and digital marketing campaigns including strategy, content creation, media buying, budget allocation and reporting.
These external teams are more often than not overseen and managed by an internal team of the organization. Only a knowledgeable and up to date team will be able to effectively manage the external agencies and service providers, interpret the data analytics and metrics generated and improve ROI on marketing dollars spent.An equipped team will be able to align the organization’s goals with the digital marketing objectives and allocate the right budget for the tasks to be achieved. Such a team would also be making informed decisions at every stage without excessive dependence on external digital marketing/advertising agencies.
The importance of digital marketing in the present era is a fact that cannot be ignored, but it can also at times pose a challenge to working professionals given its nature of constant and fast-paced evolution.
Course Objective:
The primary objective of this Digital Marketing Training Course is to empower the working professional with:
- Fundamentals of digital marketing and its business implications
- Fundamentals of social media marketing and its implications to marketing activities
- An overview of social media & other digital media in the region
- An understanding of the industry standards, best practices and latest developments
- In-depth study of the procedures in:
- Creating a digital marketing framework
- Search engine optimization (SEO): Keyword research
- Display advertising, search marketing and Google Adwords
- Social Media Marketing- Facebook, Instagram, Twitter and YouTube
- Setting industry-relevant e-commerce practices
- Knowledge to strategize and manage viable digital marketing and social media campaigns
- The essential expertise to better manage and review outsourced digital marketing agencies.
Course Outline :
Module 1 – Introduction to Digital Marketing and Social Media Marketing
- Fundamentals of Digital Marketing
- Fundamentals of Social Media Marketing
- Responsibilities of the Digital Marketing professional
- Digital marketing framework
- Current state of social & digital media in the region
Module 2 – Content Creation and Curation
- Auditing existing content and creation of new content
- Identifying and formulating a content strategy
- Implementing a content plan
- Analyzing and improving content
Module 3 – Digital Assets
- Scope and types of digital assets
- Analysis and Audit of current assets
- Digital asset management (DAM)
Module 4 – Email Marketing
- Email Marketing Concept
- Lead Collection
- Email Best Practice
- Segmentation Strategy
- Tools and Resources
- Email Campaign Setup
- Report and Analysis
- Home Work
Module 5 – Social Media Marketing- Channels
- Introduction to Social Media and its implications for businesses
- Social media marketing:
- Youtube
- Data Analysis & Reporting
Module 6 – Social Media Marketing- Influencers
- Social media and crisis management
- Influencer marketing:
- Understanding Influencers and Bloggers
- Choosing the right Influencers
- Influencer Relationship Management
Module 7 – Digital Advertising
- Digital Display advertising
- Digital Remarketing
- Goal setting and budgets
- Programmatic Display Advertising
Module 8 – Search marketing
- Search Engine Optimization (SEO) and Keyword Research
- Search Engine Marketing (SEM), Pay Per Click (PPC) and Google Adwords
- Content Development and Optimization
- Google Analytics and interpreting reports
Module 9 – E-Commerce
- Understanding E-Commerce fundamentals
- E-commerce content creation and management
- Understanding Key Ecommerce Metrics
- The shopper’s online journey
- Identifying the eCommerce channel priorities and organizational adaptation
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