Programme Outcome:

Module 1: Introduction to Digital Marketing

• What is Digital Marketing?
• Traditional vs Digital Marketing
• Scope & Career Opportunities in Digital Marketing
• Digital Marketing Channels & Platforms
• Understanding Customer Journey & Funnel

Mini Project: Create a simple digital marketing strategy for a local business (e.g., café, yoga class).

Module 2: Website Planning & Development

• Basics of Domains & Hosting
• WordPress / Wix for Beginners
• Creating Landing Pages
• UI/UX Basics for Marketers

Mini Project: Build a personal portfolio website/blog using WordPress.

Module 3: : Search Engine Optimization (SEO)

• Introduction to SEO & Algorithms
• On-Page SEO: Keywords, Titles, Meta Tags, Content Optimization
• Off-Page SEO: Backlinks, Guest Blogging, Local SEO
• Technical SEO: Speed, Mobile-friendliness, Indexing
• SEO Tools: Google Search Console, SEMrush, Ahrefs

Mini Project: Optimize your website/blog for 5 target keywords.

Module 4: : Search Engine Marketing (SEM) / Google Ads

• Introduction to Paid Ads
• Google Ads: Search, Display, Shopping, Video Campaigns
• Keyword Research & Bidding Strategy
• Ad Copywriting & Extensions
• Conversion Tracking

Mini Project: Run a small-budget Google Ad campaign for a service/product.

Module 5: : Social Media Marketing (SMM)

• Facebook & Instagram Marketing
• LinkedIn for Professionals & B2B Marketing
• Twitter (X) & Emerging Platforms
• Influencer Marketing Basics
• Paid Social Ads: Facebook Ads Manager, Instagram Ads

Mini Project: Create & schedule a 7-day social media campaign for a brand.

Module 6: : Content Marketing

• Importance of Content in Digital Marketing
• Types of Content: Blogs, Infographics, Videos, Reels, Podcasts
• Copywriting & Storytelling for Brands
• Content Calendar Creation
• Tools: Canva, ChatGPT, Grammarly, Jasper

Mini Project:Design a 1-month content calendar for a startup.

Module 7: : Email Marketing & Automation

• Introduction to Email Marketing
• Building an Email List (Ethical Ways)
• Writing Effective Newsletters
• Tools: Mailchimp, SendinBlue, ConvertKit
• Automation & Drip Campaigns

Mini Project:Create a lead magnet + 5-email nurturing campaign.

Module 8: : Web Analytics & Data Tracking

• Introduction to Google Analytics (GA4)
• Understanding Audience, Acquisition, Behavior, Conversions
• UTM Parameters & Campaign Tracking
• Reporting & Dashboard Creation

Mini Project:Analyze traffic data & prepare a marketing performance report.

Module 9: : Affiliate & Influencer Marketing

• What is Affiliate Marketing?
• Setting up Affiliate Programs
• Amazon Associates & Other Networks
• Working with Influencers & Measuring ROI

Mini Project:Create a micro-influencer campaign plan.

Module 10:: E-commerce & Online Marketplaces

• E-commerce Platforms (Shopify, WooCommerce)
• Product Listing Optimization (Amazon, Flipkart)
• Paid Campaigns for E-commerce
• Retargeting Ads & Remarketing

Mini Project:Optimize a product page for Amazon/Shopify.

Module 11:: Digital Marketing Strategy & Planning

• Building a 360° Digital Marketing Plan
• Marketing Funnels (TOFU, MOFU, BOFU)
• Budget Allocation for Ads
• ROI & KPI Measurement
• Career Guidance & Freelancing Opportunities

Final Capstone Project:Design a complete Digital Marketing Strategy for a real business (SEO + Ads + Social + Content + Analytics). Present it as a portfolio project.

Duration

4 Months

Schedule

1.5 Hrs (Monday - Fridays)