digital marketing course syllabus

The ideal basic digital or online marketing course should have following elements and concepts in it.

Section 1 — Introduction to Digital Marketing

  • Part-1: Introduction to Digital Marketing

    • What is Digital Marketing?
    • Evolution of Digital Media
    • Scope of Digital Marketing
    • Digital Marketing Vs Traditional Marketing
    • Ways of Doing Digital Marketing
  • Part-2: Web ecosystem

    • Website
    • Domain & subdomain
    • Hosting, DNS, and CPanel
  • Part-3: Introduction to Search Engines

    • What is Search Engine?
    • How Search Engine Works?
    • Introduction to SERPs and Basic Elements
    • Frequently Used Terms in Digital Marketing (Glossary)

Section 2 — Business Analysis and Understanding

  • Types of websites
    • Dynamic
    • Static
  • Business and Industry Research
  • Understanding Marketing Goals and Budgets
  • Customers Understanding
  • Competition Analysis
  • Planning and Strategy of Action (Plan-of-Action)
  • Implementation
  • Monitoring

Section 3 — SEO (Search Engine Optimization)

Part-1: Introduction to SEO

  • What is SEO?
  • SEO Importance
  • SEO Practices
    • Black Hat
    • White Hat
    • Grey Hat
  • SEO Research and Competitor Analysis
    • How to find competitors
    • Direct and Indirect competitors
  • Elements of SEO
    • On-Page Optimization
    • Off-Page Optimization
  • Types of SEO
    • Global/International SEO
    • National SEO
    • Local SEO
    • E-Commerce SEO
    • Mobile App SEO

Part-2: Introduction to Keywords

    • What are keywords? Importance.
  • User Intent Behind Keywords
    • Navigational – amazon website, flipkart for mobile phone
    • Informational – mobile phone reviews
    • Transactional – buy mobile phone, subscribe for latest update on gold price
  • Type of Keywords
    • Generic keywords/Short tail ( 1-2 words) – mobile phone
    • Long tail keywords – (3-4 words) – online red shoes for women
    • Voice terms/type keywords
    • Local keywords
    • Directional keywords (near me)
    • Geo-specific/inferred keywords
    • Branded keywords
    • Non-branded keywords
    • Misspelled keywords
    • Seasonal keywords – dresses for diwali
  • Keywords Research
    • Importance
    • How to do?
      • Tools
      • Manual
        • Google search
        • Competitors
        • Brainstorming Ideas

Sub-Section 3.1 — On-Page Optimization

Part-1

  • Introduction to On-Page Optimization
  • Technical Things You Know for On-Page Optimization
    • Domain, Web Hosting Management
    • Site structure/Hierarchy (Silo)
    • CMS Handling
      • Introduction to WordPress

Part-2

  • Technical Optimization

    • Bot accessible
      • Crawl and Indexing in Search Engine
      • Robots.txt File Optimization
        • disallow important folders
        • nofollow, noindex robots tag
    • Website Security
      • SSL Implementation
      • Website Hack Content
      • Outdated Technology
    • Search Engine Friendly URLs
    • Canonical
    • URL redirections check
    • W3C Validated
      • Broken links
      • Errors and warning
    • Duplicate Pages
    • Dummy Pages
    • Meta Tags
      • Title
      • Description
      • Keywords
    • Heading Tags Optimized for Each Page
    • hreflang Tag implemented
    • Sitemap
      • XML (XML Sitemap on site and in Robots.txt file)
      • User sitemap
    • Site Hierarchy / Navigation (Silo)
    • Link Optimization
      • Internal Linking Optimization
      • Inbound and Outbound Links
      • Nofollow on external links
    • Tracking tool implementation
  • Design Level Optimization
    • Content Readability
      • iFrame content
      • Dynamic content calling
    • User Experience Optimization
      • Font Size and Color
      • Number of images
      • Number of pop-ups
      • Ordered and bulleted lists
      • Flash
      • Too many ads
      • Above the fold ads
    • Mobile responsive
    • Page Speed
    • Image Optimization
      • ALT
      • Size
      • Quality
    • Schema Markup
    • Social integration
  • Content Level Optimization
  • Tracking Results of Optimization

Sub-Section 3.2 — Off-Page Optimization

  • Introduction to backlinking and Importance
  • Type of submissions
  • Content Marketin

Section 4 – Google Analytics and Webmaster/Search Console

Part-1: Introduction to Google Analytics

  • Basic Components Collection, Processing, Configuration & Reporting
  • Account Setup

Part-1.2: Account Overview

  • Data Type
  • Tracking
  • Filters
  • Reports

Part-2: Introduction to Google Webmaster Tool/Search Console

  • Account Setup
  • Data analysis
  • Crawling/Indexing Issues
  • Reporting

Section 5 — Introduction to Blogging

  • Introduction to Blogging
  • Importance of Blogging
  • Topic Selection for Blogging
  • Selecting the Right Platform
  • Getting Most out of Blog

Section 6 — Google Algorithms and Updates

  • Introduction to algorithm
  • Algorithm updates
  • When Google penalize the website
  • Google Hummingbird Algorithm
  • Google Panda Algorithm
  • Google Penguin Algorithm

and so on…

Section 7 – Pay Per Click (PPC) / Google AdWords

Part-1: Introduction to Google AdWords

  • Quality Score
  • Keywords Match Types
  • Ad Types

Part-2: Setting Up Campaign

  • Keywords Research for PPC
  • Account Setup
  • UTM Tracking
  • Landing Page

Part-3: Campaign Structure

  • Creating Ad Groups
  • Ad Writing Techniques
  • Remarketing
  • Bid Management
  • Setting Billing Preferences

Part-4: Reporting System

  • Measuring ROI

Section 8 — Social Media Marketing/Optimization

Part-1: Introduction to Social Media

  • Importance of Social Media
  • Various Social Channels & Marketing
    • Facebook
    • Twitter
    • LinkedIn
    • Google+
    • YouTube
    • WhatsApp

Part-2: Social Campaigns

    • Account Setup
    • Research and Creating Campaign
    • Running Campaign
    • Live Streaming
    • Tracking and Reporting

Part-3: Viral Marketing

    • Introduction to Viral Marketing
    • How to Make Campaign Viral

Part-4: Social Marketing Tools

  • Hootsuite
  • Facebook Analytics
  • Twitter Analytics
  • YouTube Analytics

Section 9 — Email Marketing

Part-1: Introduction to Email Marketing

  • Creating Account for Email Marketing
  • Email Lists / data/ Finding Subscribers to Emailers

Part-2: Designing E-Mailers

  • Email Content
  • Email template model
  • Finding Subscribers to Emailers
  • Rolling Out E-Mailers

Part-3: Tracking

  • Email Marketing Tool / Email marketing software
    • MailChimp

Section 10 — Affiliate Marketing

  • Introduction to affiliate marketing
  • How affiliate marketing works
  • Ways of Affiliate Marketing

Section 11 — Adsense

  • Introduction to AdSense
  • How to generate more money through AdSense
  • Types of Adsense Programs

Section 12 — Online Reputation Management

  • Introduction to Online Reputation Management (ORM)
  • Importance of ORM
  • Establishing Reputation
  • Customer Engagement and Interaction
  • Responding to Crisis

Section 13 — Lead Generation

  • Introduction to Lead Generation
  • Ways of generating leads
  • Validating Leads

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