1. Broad Contours 2. About Digital Marketing 3. Who Should Join 4. Why Should You Join This Program 5. Learner s Feedback 6.

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2 CONTENTS 1. Broad Contours 2. About Digital Marketing 3. Who Should Join 4. Why Should You Join This Program 5. Learner s Feedback 6. Learner s Profile 7. Course Content 8. Certification Criteria 9. About DMI, Ireland 10. Delivery Methodology 11.Payment Details 12. How to Register 13.Detailed Module Content V1.0 2

3 BROAD CONTOURS Delivery Methodology: Live Virtual Classes ( Instructor-Led) Duration: 12 Weeks ( Weekend sessions) Fees: INR 37,500 + Applicable Taxes V1.0 3

4 What is Digital Marketing? The marketing of products or services using digital channels to reach consumers Google Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium. Wikipedia

5 WHO SHOULD JOIN

6 WHY YOU SHOULD JOIN THIS PROGRAM

7 LEARNERS FEEDBACK The course is good, very interesting, up to date & would have been better if more classes were allocated because one likes to have good things in life again and again. The faculty was excellent, all questions were answered and confusions cleared. - Debraj Course was really effective because trainers are not just a trainer they really have in-depth knowledge and working experience. Course covered all the important areas. I thank to training.com for providing such a good online training facility. - Sooraj V1.0 7

8 PROFILE OF SOME OF OUR LEARNERS Company Name Designation Domain Work Experience Genpact Senior Executive Software 3 years Yahoo Operations Manager Operations 4 years Deccan Chronicle Senior General Manager Marketing 30 years Emporio Armani Fashion Consultant Fashion Industry 5 years Airone Aviation Group Group IT CIO IT 28 years 3M India Marketing Manager Marketing 8 years Divine Sellars Sales Manager Wine & Spirits 8 years Gocoop.com Senior Marketing Manager Marketing 7 years Emami Group Business Manager Sales & Marketing 15 years Unimark India Marketing Manager Marketing 10 years Maxo India Pvt ltd Application Engineer IT 2 years

9 COURSE CONTENT Module 1: Introduction to Digital Marketing Module 2: Search Engine Optimization (SEO) Module 3: Search Engine Marketing (PPC) Module 4: Digital Display Advertising Module 5: Marketing Module 6: Social Media Marketing (Part 1) Module 7: Social Media Marketing (Part 2) Module 8: Mobile Marketing Module 9: Analytics Module 10: Strategy and Planning Additional Modules : - Managing Digital Marketing Campaigns & working with Digital marketing agencies - Prepare for Google Certifications V1.1 9

10 CERTIFICATION CRITERIA A module test shall be conducted at the end of each module NIIT to issue certificate of successful completion on clearing all the tests, with minimum 70% marks in each test Participation certificate will be issued by NIIT if criteria of 70% marks in each test is not met For DMI certification, participants are required to appear for an exam at Pearson VUE centers, after the payment of requisite examination fee separately to DMI/ Pearson VUE V1.0 10

11 LEARNERS FROM TOP ORGANIZATIONS We have trained professionals from some of the world s leading organizations* V1.0 * Indicative list 11

12 ABOUT DMI Digital Marketing Institute (DMI) is a global leader in training professionals in digital marketing. They are dedicated to educating professionals in the field of digital marketing to ensure career growth and global competitiveness. NIIT and DMI have entered into a strategic partnership to redefine digital marketing education in India. The Certified Digital Marketing Professional is a program designed by current digital marketers, for future digital marketers V1.0 12

13 DELIVERY METHODOLOGY Our live, instructor-led sessions can be attended from your PC/Laptop using an internet connection Start learning our globally accredited program from any where System Requirements PC/Laptop Web Camera Headphone with Mic Internet connection with > 1Mbps Speed This self-diagnostic test will verify if you meet the necessary software requirements (webcam, mike and internet speed cannot be verified through this link) test.htm V1.0 13

14 PAYMENT DETAILS LUMPSUMP : INR 37,500 INSTALLMENT : PLEASE SEE BELOW Installment Base Price (INR) Payment Terms 1 23,700/- On Date of Registration 2 15,800/- 30 days from date of registration Total 39,500/ V1.0 * plus current applicable taxes 14

15 HOW TO REGISTER You can register online at: Pre-requisites This course is designed for working professionals who have solid online navigation skills and an understanding on basic marketing concepts. However, they don t need to be experts in these areas V1.0 15

16 DETAILED MODULE WISE CONTENT V1.0 16

17 Module 1- Introduction to Digital Marketing The Introduction to Digital Marketing module introduces the foundational aspects of digital marketing and covers areas including: search, digital display, marketing, social media marketing, mobile marketing as well as web analytics. In this module the course lecturer will also refer to the principles and processes, as well as the tools and techniques that underpin the Professional Diploma in Digital Marketing, and use effective illustrations and relevant, practical examples to bring the concepts and ideas to life. Key Concepts of Digital Marketing Traditional Marketing v. Digital The Opportunity of Digital Marketing Characteristics of Digital Marketing Implications with Digital Marketing DMI Method DMI Framework DMI 3i Principles DMI Tactics Search Engine Optimization Pay Per Click (PPC) Marketing Digital Display Advertising Mobile Marketing Social Media Marketing Analytics Strategy and Planning Laws and Guidelines V1.1 17

18 Module 2: Search Engine Optimization (SEO) This module will help participants to understand Search Engine Optimization (SEO) and how the tactics underpinning SEO can help boost the organic search ranking for a website on search engine results pages (SERPS). During the session, participants will explore keyword research and the process of selecting suitable keywords for a website, as well as optimization of content on a web page. Participants will learn how to create and include effective content and meta-tags throughout a website. The session will also cover how websites are viewed and processed by search engine spiders and how to speed up indexing. The session will cover off-page elements of optimization, including inbound linking as well as techniques to boost a website s inbound link popularity. Key SEO concepts Search results and positioning Benefits of search position Stakeholders in search Mechanics of search On-page/ Off-page optimization Customer insights Keyword research V1.1 Keyword selection Content updates and layout Meta Tags Site Maps SEO Webmaster tools Ranking Inbound links and link building Laws and Guidelines 18

19 Module 3: Search Engine Marketing (PPC) This module will allow participants to better understand and appreciate the importance of Pay-Per-Click Advertising (PPC),and how it can be used to effectively drive quality traffic to a website. During the session participants will be taken through the key concepts of Search Engine Marketing and shown how to set up a Google AdWords account, and develop an initial AdWords campaign. The process of setting up a Google AdWords campaign will focus on three key elements: keyword research, ad copy and landing pages. AdWords campaign settings and ongoing campaign management are also addressed. Key Concepts Strengths of Pay-Per-Click Keyword Research Research Tools Search Campaign Process Keyword Selection Ad Copy Landing Pages Targeting Budgets Scheduling Display Networks Campaign Management Conversion Tracking Conversion Metrics: CPA, CTR Bidding Analytics Laws and Guidelines V1.1 19

20 Module 4: Digital Display Advertising This module covers the foundational aspects of Display Advertising by first setting the scene and exploring the benefits and the business value of Display Advertising, and then addressing key campaign aspects including: ad formats, campaign setup and planning, target audience definition, publishers, as well as campaign administration, budgeting (incl. different pricing metrics), measurement and optimization. Key Concepts Benefits of Digital Display Challenges with Digital Display Business Value Running Effective Ads Ad Formats Ad Features Ad Display Frequency Campaign Planning Campaign Steps Target Audience Campaign Objectives Campaign Budget Creative Formats Targeting Tracking the Campaign Optimizing the Campaign Laws and Guidelines V1.1 20

21 Module 5: Marketing The Marketing module will teach participants how to implement and deliver an effective marketing campaign. The session will cover the four foundational aspects of marketing: data capture and subscriber segmentation, design and content, delivery, as well as measurement and reporting. Key Concepts Campaign Process Data Capture: online Data Capture: face-to-face Segmentation Design User Behavior User Characteristics Copy Structure Delivery Systems Filtering Scheduling Measurement Key Terms and Metrics Split Testing Laws and Guidelines V1.1 21

22 Module 6: Social Media Marketing (Part 1) This Social Media Marketing (Part 1) module will help participants to set up and prepare social media marketing initiatives. The course covers setting goals and priorities for social media campaigns and explores a range of core social media platforms, including: Facebook, Twitter, LinkedIn, Google+ and YouTube. Key Concepts Social Media Goals Setting Goals and Priorities Facebook Features Facebook Newsfeed Facebook Business Page Facebook Insights Twitter Features Twitter Engagement LinkedIn Setup & Profile LinkedIn Features V1.1 LinkedIn Company page Google+ Setup Google+ Features Google+ Insights Google+ Analytics Google+ Brand Page YouTube Setup YouTube Channels YouTube Features Tumblr Blogging 22

23 Module 7: Social Media Marketing (Part 2) This module will help participants to promote, advertise and leverage social media through comprehensive campaigns and initiatives. The session covers the importance of social listening, and explores different tools which can help identify the volume, tone and sentiment of valuable social conversations. Content Planning and scheduling will also be focused on, as well as advertising on various social media platforms. Participants will learn how to measure, analyze and optimize their social media marketing campaigns. Implementing Social Social Listening Content Planning Scheduling Tools Facebook Advertising LinkedIn Groups LinkedIn Advertising Twitter Advertising YouTube - Advanced V1.1 Pinterest Advertising Instagram Snapchat Facebook Insights LinkedIn Analytics Twitter Analytics Google+ Insights YouTube Analytics Laws and Guidelines 23

24 Module 8: Mobile Marketing This session will help participants to create and deliver effective mobile marketing campaigns. The session will cover the concepts and trends underpinning mobile marketing, and take an in-depth look at SMS campaigns and mobile optimized websites. The course lecturer will explore the business justification behind developing an app, and will explain the app development process. QR codes and proximity marketing are discussed, as well as the social media channels that are now an important feature within any Mobile Marketing campaign. Key Concepts Trends in Mobile Mobile Statistics Mobile Optimized Website Apps V Mobile Sites Site Development Process Mobile Apps Mobile Advertising Goals Mobile Ad Formats Rich Media Ad Units Mobile Advertising Campaign Process Proximity Marketing QR Codes SMS Marketing SMS Campaign Process Mobile Analytics Emerging Trends Laws & Guidelines V1.1 24

25 Module 9: Analytics This Analytics module will help participants develop the skills to administer effective analytics and reporting for your digital marketing campaigns. The session will cover account setup and profiles, tracking code insertion, and will also explore the key reports and features available within Google Analytics for: traffic sources, content, audience, technology and location. The course lecturer will review analytics reports and address key analytics measurement concepts such as bounce rate, site speed, goals, goal funnels and conversions. Key Concepts Cookies Account Structure» User Levels Account Setup Common Terms Reporting Audiences Acquisition Behavior Audience Conversions Attribution Customization Setting KPIs Laws and Guidelines V1.1 25

26 Module 10: Strategy and Planning The Strategy and Planning module will help participants develop and implement an effective digital marketing plan for their organization. The Strategy and Planning module brings together all the strands of the Professional Diploma in Digital Marketing to create a coherent Digital Marketing Plan based on the Digital Marketing Institute s planning methodology and process. Main Concepts Planning Situation Analysis Information Gathering Audience Definition Setting Objectives Appropriate Tools Action Plan Setting the Budget KPIs Measurement Iteration and Enhancement V1.1 26

27 DISCLAIMER This presentation has been prepared for general understanding of the candidates about the course. NIIT reserves the right, in its sole discretion, to revise, add, supplement or complement the academic aspects of the course including but not limited to the curriculum, admission norms, examination, evaluation criteria and the nomenclature of the course as well as the certificate/credential awarded to the candidates V1.0 27

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