Course content
1. Introduction to Digital Marketing: Students are introduced to the fundamentals of digital marketing, including its importance in the modern business landscape and the key principles and concepts involved.
2. Search Engine Optimization (SEO): Students learn about the techniques and strategies used to optimize websites for search engines. This includes keyword research, on-page optimization, link building, and SEO analytics.
3. Pay-Per-Click (PPC) Advertising: Students explore the concepts of PPC advertising, including how to create and manage effective PPC campaigns using platforms like Google Ads. They learn about keyword bidding, ad copywriting, campaign optimization, and tracking performance.
4. Social Media Marketing: Students study the various social media platforms and how to create and execute social media marketing campaigns. They learn about content creation, community management, social media advertising, and social media analytics.
5. Content Marketing: Students learn about content marketing strategies, including creating valuable and engaging content to attract and retain customers. They explore content creation, storytelling, content distribution channels, and measuring content effectiveness.
6. Email Marketing: Students understand the fundamentals of email marketing, including building an email list, creating effective email campaigns, writing compelling email copy, and measuring email campaign performance.
7. Web Analytics: Students gain knowledge of web analytics tools and techniques to track and analyze website performance. They learn how to interpret website data, track key performance indicators (KPIs), and make data-driven decisions to optimize digital marketing efforts.
8. Digital Marketing Strategy: Students explore the process of developing a comprehensive digital marketing strategy. They learn how to identify target audiences, set marketing objectives, develop marketing tactics, allocate budgets, and measure campaign success.
9. Mobile Marketing: Students understand the unique aspects of mobile marketing, including mobile website optimization, mobile advertising, location-based marketing, and mobile app marketing.
10. E-commerce and Conversion Optimization: Students learn about strategies for optimizing e-commerce websites and improving conversion rates. This includes topics such as user experience (UX) design, A/B testing, checkout process optimization, and cart abandonment recovery.
11. Digital Marketing Analytics: Students gain an understanding of various digital marketing analytics tools and techniques. They learn how to analyze and interpret data to measure the effectiveness of digital marketing campaigns and make data-driven decisions.
12. Legal and Ethical Considerations: Students explore the legal and ethical aspects of digital marketing, including privacy regulations, intellectual property rights, and responsible data handling.
Assessment
The assessment is done via submission of assignment. There are no written exams.