Introduction to Digital Marketing
Difference between Traditional Marketing and Digital Marketing, Benefits of
using Digital Media, Inbound and Outbound Marketing, Online marketing
POEM: (Paid, Owned, and Earned Media), Components of Online Marketing
(Email, Forum, Social network, Banner, Blog), Impact of Online Marketing,
Basics of Affiliate Marketing, Viral Marketing, Influencer Marketing, Referral
Marketing.

Email Marketing: Email newsletters, Digests, Dedicated Emails, Lead
Nurturing, Sponsorship Emails and Transactional Emails, Drawbacks of Email
Marketing

Social Media Marketing (SMM): Different types of Social Media Marketing
like Facebook, LinkedIn, Twitter, Video, Instagram etc.

Search Engine Optimisation (SEO)
About SEO, Need of an SEO friendly website, Importance of Internet and
Search Engines; Role of Keywords in SEO.

On-Page Optimization (Onsite): Basics of Website Designing / Development;
HTML Basics for SEO; Onsite Optimization Basics; Website Structure and
Navigation Menu Optimization; SEO Content Writing. Keywords Research and
Analysis (eg. SWOT analysis of website, finding appropriate keywords). Off
Page Optimization: Introduction; Local marketing of websites depending on
locations; Promoting Subsequent pages of the website. Introduction to organic
SEO vs non-organic SEO; Social Media Optimization Techniques and Page
Rank Technology.

Website Planning & Creation
Content Marketing Strategy: Goals and concepts, Strategic building blocks,
Content creation & channel distribution, Tools of the trade, Advantages and
challenges.

Keywords Research and Analysis: Introduction to Keyword Research;
Business Analysis; Types of Keywords; Keywords Analysis Tools.

Web Presence: How to increase online presence and drive more traffic for a
website, Search result visibility in search engines for chosen keyword and
phrases, Using e-mail marketing to drive traffic for a website, Posting social
media content for lead generation, Tools to create and manage content, Use of
Blogging as content strategy.

Creating content: Writing and posting content on the web and in social
networks, blog and video; Create, manage and implement a content marketing
strategy; Monitoring and recording results to improve content marketing
campaigns; Successful content marketing strategies and case studies.

Online Advertising, Mobile Marketing and Web analytics
Introduction to Online Advertising and its advantages, Paid versus Organic, Pay
Per Click (PPC) Model. Basic concepts Cost per Click (CPC), CPM, CTR, CR
etc. About Mobile Marketing, Objectives of Mobile Advertising, Creating a
Mobile Marketing Strategy, Introduction to SMS Marketing. About Web

Analytics, Types of Web Analytics (On-site, Off-site), Importance of Web
Analytics