Professional Diploma in Digital Marketing

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1 Digital Marketing Brochure Professional Diploma in Digital Marketing Online Mode Classroom Mode #discoverdigital

2 Contents 1. Welcome 2. Course structure 3. Course content 4. Course delivery and Study Materials 5. Course assessment 6. Future Opportunities 7. Placements, Workshops, Business & Corporate 8. Placement partners

3 Welcome About us Digital Hogwarts is a professional body comprising of industry experienced professionals across leading technology companies and Digital marketing agencies for delivering formal education in Digital Marketing and Web & Mobile Technologies through online and offline lectures, workshops and conferences. We are envisioned in ameliorating the Digital workforce and provide the industry with connoisseurs of the Digital space. Our trainings are catered to Individuals, Students, Working professionals, Small and Medium business owners and employees and even Corporates who seek to change their marketing fundamentals with the change in time. Syllabus recognition Our syllabus is defined, taught and recognised by world s leading digital brands, renowned professionals, reputed agencies and experienced trainers working with some of the best companies and organizations like Google, IBS, L&K Saatchi & Saatchi, Grey digital, Green agency, Beeing social, Pepperfry etc. The Learning Edge Learning at Digital Hogwarts is all about interaction, be it live online lectures or lectures in Classroom mode. The faculty is industry experienced with hands-on experience in their respective fields helping you not just understand the theoretical scenario but also practical case studies and experiences; enabling you to develop insights on real world brands and industries to give you that practical edge. The Employment Edge Digital Hogwarts guarantees you to be placed for a one month internship in your respective area of study and also guarantees of providing placement assistance on successful completion of your internship.

4 Course Structure Module 1: Digital Marketing strategy, Media Planning and Branding Module 2: Search Engine Optimization & Analytics Module 3: Social Media Marketing, ORM,Blogging & Analytics Module 4: PPC, SEM, Video Marketing & Analytics Module 5: marketing & Analytics Module 6: Mobile Marketing & Analytics Module 7: Affiliate Marketing & Analytics Module 8: Content Marketing Module 9: Website Analytics/ Google Analytics Module 10: E-Commerce The above mentioned modules can also be taken as individual certifications: Professional diploma in SEO Professional diploma in SMM, ORM & Blogging Professional diploma in PPC/SEM Certification in marketing Certification in Mobile marketing Certification in Affiliate marketing Certification in Web analytics/google Analytics Certification in Digital Marketing strategy, Media Planning and Branding

5 Digital Marketing strategy, Media Planning and Branding The module will take you through the in depths of traditional and digital platforms, will help you learn cross channel customer journeys, review brand strategy,media planning and buying strategies, cross channel campaign planning and management with a range of real world case studies. Topics Covered: Brand architecture and strategy. Brand communication and positioning How brands grow and brand deletion Metrics for managing brands Brands role in corporate reputation Case studies Running integrated digital campaigns Off line and online integration Cross channel consumer journey Media planning and buying Case studies

6 Search Engine Optimization & Analytics Introduction Fundamentals of SEO Types Of SEO On-Page Optimization SEO Terminology SEO Tools Search Engines/SERPs Types Of Search Results Domain name standardization SEO & Web Hosting/FTP Keyword Research, Types OF Keywords & Tools Meta Tags Creation & Optimization Image Optimization Heading Tags/bold Text/Anchor Tags Anchor Text Diversity W3C Validation (HTML/CSS) Internal Navigation Check URL Standardization 301/302 Redirections Canonical URLs Link Structure & Link Types In-page Analysis Content Optimization Keyword Density Doorway Pages Duplicate Content Issue Keyword Cannibalization Structured Data Markup Language Social Media Integration Video Optimization PDF Optimization Creating Custom 404 Error Pages Robts.txt File Generation Sitemap Creation(HTML or Static/XML) Page Speed Performance Review Bounce Rate Optimization RSS Feed International Sites How to Optimize Wordpress Sites? Wordpress SEO Plugins Off-Page Optimization Link Building/Backlinks Strategies & Implementation Link Directory Submission Social bookmarking Driving traffic through dedicated Social Network Article Creation & Submission Classified submission Blog creation and posting Image optimization and Photo sharing Video sharing Infographics QA Platforms Forums and Blog commenting Review sites Google places Search engine submission Citation Analysis ECompetitor Study and Analysis Site Audit Google Webmaster tool Bing Webmaster tool Traffic & it's sources Indexing Ranking Understanding Google Algorithms Analytics Report Interview Preparation

7 Social Media Marketing & Analytics Social Media Introduction & Benefits Why PR works better than advertising Parallels between word-of-mouth and social media. How can social media help you online :Marketing, PR, Sales, Customer Service, Market Survey, Product Testing. Examples of results seen by advertisers : Indian and international examples Social Media Techniques Blogs, Online PR & Choosing between blogging platforms. How to generate hype using review sites What kind of articles work best for online PR and options for distributing them Interesting and effective online PR tactics Videos, virals, content aggregators, book marking, community sites Why videos are more effective then other tactics What makes a good viral Advertising options on social networking sites Corporate Social Media, Corporate blogging & Profiling Thumb Rules while blogging for corporates Various options during profiling Social Listening & Online reputation management Examples of effective ORM and various options one can use for this Tools for Social Listening & ORM Facebook: Facebook Insights Tour Understanding your brand presence on Facebook In-depth understanding of Facebook advertising for business Facebook Content and it's best practices Facebook Analytics and Measurement for conversions related to brands Twitter Grinding into Twitter Twitter Page Management tools Twitter Creative dimensions & guidelines Twitter for Business & Tips for being successful Twitter Analytics

8 Social Media Marketing & Analytics Linkedin: How is it different for business owners, sales managers, marketing managers and hiring managers Recent updates in the platform and what do they mean for you What can you really expect from LinkedIn? Groups, Connections, Personal Profiles and Company Profiles Linked-In applications Best Practices of using these important features of Linkedin. Do's and don'ts of the platform LinkedIn In Mails, Job Posting & LinkedIn Content Follow companies who have an inspirational presence Promoting Work culture & employees through the platform Case Studies that leverage LinkedIn Success for individuals and companies G+ Marketing Difference between Profiles & Pages G+ Creative Dimensions G+ specific content G+ Notifications G+ Analytics Youtube Marketing Channel Specifications & Customizations Paid Brand Channel Fundamentals Search Tags Embedding Videos Analytics Pinterest Marketing How it works? Blogging: Corporate Blogging Profiling Thumb Rules while blogging for corporates Social Listening and Online Reputation Management (ORM): Tools and techniques Examples of effective ORM Advantages/Disadvantages of the platform Creating Boards Image Tagging How to analyze results in Pinterest? Instagram Marketing Profile creation, Brand Description Usage of important hashtags Instagram Trends Follow/Unfollow Strategies Instagram Videos Follower Interaction Cross-Promotions on Facebook & Twitter Instagram Contests Important supportive applications for managing Instagram Accounts

9 PPC/SEM, Video Marketing & Analytics Fundamentals of PPC/SEM Part I: PPC Advertising - Google Adwords - Basic Basics of Marketing. Marketing through digital medium and how it is different? Online Advertising Ecosystem Google Adwords Overview Setting up Google Adwords account Part II: Google Adwords Account Structure Types of campaigns in Adwords Search Engines and SERPs Search Engine Marketing Overview Display advertising Overview Part III: Understanding Keywords and Match types Measurement metrics - Clicks, Impressions, CPC and CTR Understanding Adwords Algorithm and Quality Score Campaign, Adgroup and Keyword level settings Bid adjustments Part IV: Understanding Types of Searches - Consumer Point of View Keyword Research and Adwords Tools Understanding adwords Ad copies and Sitelink extensions Creating Search campaigns Part V: Basics of MS Excel Understanding and using Adwords Editor Part VI: Adwords tracking technology - Understanding Cookie Adwords conversion tracking - Types and Setup Performance measurement - Understanding KPIs Performance Optimization - I (Bid and budget optimization, analysis, Negative keywords) Performance Optimization - II (Adcopy and LP based optimization, Campaign re structuring, bid adjustments) Performance Optimization - III (Trends, dimensions and segments, Auction Insights, Impression share analysis and Forecasting)

10 PPC/SEM, Video Marketing & Analytics Advanced of PPC/SEM Part I: PPC Advertising - Google Adwords - Advanced Types of Extensions Other types of Search Advertising - PLA, RLSA and DSA PLA and Google Merchant center Understanding Product Feed Part II: PLA campaign structure - Understanding Labels Product level PLA targeting How to optimize PLA Campaigns Automation in PLA Part III: Remarketing - What is it? RLSA Campaigns - Why bother? URemarketing lists in Adwords Creating RLSA campaigns Part IV: DSA - What is it? DSA - Auto Targets Creating DSA campaigns Optimizing DSA campaigns Part V: Understanding Brand - Online Brand building Understanding Display campaigns Display campaign settings and types Creating Display campaigns - Using Display Ad builder Display campaigns - KPIs & Performance management Video Marketing: Overview of Video Marketing Campaign Creation and Management ROI, Metrics and Optimization

11 Marketing Explore one of the important mediums in Digital Marketing which plays a vital role even in today s digital marketing scenario. Understand the various techniques to generate business through the network and how to measure the ROI s for the channel. Types of marketing How Marketing Works Opt-in v/s Non opt-in database How to increase opt-ins Elements of marketing marketing tools and platforms ROI & Metrics Case studies Mobile Marketing The Introduction to Mobile Marketing module enables course participants to appreciate the unique power and connectivity associated with mobile marketing, and the compelling opportunity to engage and transact with their target audience in a relevant and meaningful way. Mobile Messaging Mobile Sites Mobile Apps Mobile Advertising Mobile Video Mobile Games Marketing Mobile Commerce Affiliate Marketing Affiliate marketing enables you to understand the power of this unique channel in generating business through various affiliate networks and will help you build insights on measuring the ROI through the network Understand Affiliate Marketing & the unique characteristics and principles of this channel Affiliate Marketing in India How does Affiliate Marketing fit within the marketing mix? Types of affiliates: technology (display, retargeting, pre-targeting, overlay), loyalty, discount, content, search Understanding which business/industry verticals are best for affiliate marketing Affiliate networks Roles of the affiliate network, the client and the agency Role of images/content in Affiliate Marketing The benefits and drawbacks of affiliate marketing Setting objectives, budgeting and devising an Affiliate Marketing strategy Metrics used to track and monitor an affiliate channel/campaign

12 Content Marketing It's the content for any organization that gives a breakthrough in the highly cluttered network. Devise a content strategy, go through a variety of case studies that help you build insights to drive sales and make conversions through the right channels Want More Customers? You Need a Content Strategy Developing an Effective Content Strategy Assembling the Right Content Marketing Team Creating High-Impact Content that Drives Sales Making Contact Through Content Delivery Creating Conversions to Move Your Buyer Through the Sales Funnel Managing and Measuring Your Content Web/Google Analytics Analytics is a crucial domain for any organization. Go through the setup, techniques and understand the complexities in detail. Part I What is Web Analytics? Getting Started on Google Analytics The Google Analytics Code & Tracking Google Analytics Account Settings Setting up and Choosing Goals Using Goal Funnels Top Line Reports & Statistics Tracking Offline Campaign Activity Part III Content Reports Navigation Summary Site Speed Site Search Event Tracking In Page Analytics Goal Reports Ecommerce Multi Channel Funnels Part II Audience Report Analysis Mobile Reporting Tracking Adwords Activity Traffic Report Analysis Referral Site Reporting SEO Reporting Tracking Online Activity using the URL Tool builder Social Reporting Analytics Tips Site Search Filters Real-time Reports Part IV Setting up and using Profiles Google Product Integration Call Tracking Technology Google Analytics API User Access Reporting Customer Segmentation

13 Interview preparation and discussion Its not just the technicalities of the course we make you aware with, but guide you through the interview tour as well after every module, focusing on the questions that might arise during the interview and tricks to break through to them to bag the job. Workshops Our workshops are concentrated and tailor made to every age group with those aimed at Students, Working Professionals and for Small and Medium business owners. Visit for more info: Business & Corporate Constant technology update requires a constant workforce update and we take that very seriously to drive optimum output of your workforce through providing training of the latest updates which our team of experts make it possible. Visit for more info: Internship & Job Placement Internship Placement Digital Hogwarts provides you with assistance to be placed as an internship on successful completion of your course in leading Digital Marketing agencies and companies Job Placement We at Digital Hogwarts also provide you with a job placement assistance for leading agencies and companies Future Opportunties Networking Being a part of Digital Hogwarts could be really exciting with an annual alumni meet for the whole Digital Hogwarts team right from trainers, advisory councils, working professionals and students which can help you meet like-minded people, discover new opportunities, connect with people and grow your network. Job fairs Upcoming Job fairs could also be a great option to explore.

14 Placement partners

15 #discoverdigital

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