DDM/ISDE104 : Diploma in Digital Marketing

Transcription

1 Duration: 1 Year (240 Hrs.) Fees: Rs. 60,000 Eligibility: 10+2 Practical: 140 Hrs. Lecture: 100 Hrs. DDM/ISDE104 : Diploma in Digital Marketing UNIT I (2 Hours) Digital Internet Marketing Overview : What is marketing, What is digital marketing, Understanding Marketing Process, Why Digital Marketing Wins Over Traditional Marketing?, Understanding Digital Marketing Process: Increasing Visibility: What is visibility, Types of visibility, Examples Of visibility, Visitors Engagement: What is engagement, Why it is important, Examples of engagement, Bringing Targeted Traffic: Inbound, Outbound, Conversion Leads: Types of conversion, Understanding conversion process, Why digital marketing is important. UNIT II (6 Hours) WEBSITE PLANNING & CREATION (BASIC) : Understanding Internet, Difference between, Internet & web, what is domain name, Understanding different type of domain extensions, What is web server & web hosting, Different types of websites, Based on functionality, Based on purpose, Planning & conceptualizing a website : Identifying objective of website, Deciding on number of pages required, Planning for engagement options, Creating blueprint of every webpage, Best & Worst Examples, Building website using CMS in class : Booking a Domain Name & webhosting, Adding domain Name to web Server, Adding Web Pages & content, Adding Plugin. UNIT III (8 Hours) WEBSITE PLANNING & CREATION (Advance) : HTML : Introduction to HTML, HTML Tags, Creating Forms, Creating tables, Managing home page, CSS : Introduction to CSS, Three ways to use CSS, CSS Properties, Designing website, Working with Templates, JavaScript : Introduction to JavaScript, Three ways to use JavaScript, Working with events, Client-side Validation, JQuery : Introduction to JQuery, Validation using JQuery, JQuery Forms, JQuery Examples, AJAX : Introduction to AJAX, PHP with AJAX Working with database, Understanding Controller : Request & Response Parameter, Controller Action, Request Life Cycle callbacks, Controller method, Redirection, Working with component, Understanding Model : Creating Model for Database Table, Retrieving Data Using Model, Method for all Basic CURD(Create,Read, Update, Delete),Create own Model method, Making custom SQL Queries, Data Validation.

2 UNIT IV (12 Hours) SEARCH ENGINE OPTIMIZATION : What is SEO, What are search engines, How search engines work, Major functions of a search engine, What is traffic, Different type of traffic, What are keywords, Different type of keywords, Google keyword planner tool, Keywords research process, Understanding keywords mix, Google operator: so that you can find anything on the web, On page optimization : Keywords optimization, Content optimization & planning, Understanding your audience for content planning, Adding social media plug in on web pages, Internal linking, Meta tags creation, Using Google web masters tool & website verification, Sitemap creation and submission in website & webmasters, What is FTP, How to use FTP, Off Page Optimization : What is domain authority, How to increase domain authority, What is page rank, How to increase page rank, What are back links, Type of back links, What is link building, Type of link building, Do s and Don ts of link building, Link opportunity prospecting & creating link baits, Type of content on Digital World, Infographic, Podcast, Video, Importance of content marketing, Content scaling and social media in link building, Local SEO : Local SEO, Google places optimization, Classified submissions, What is primary keyword, secondary keyword and tertiary keywords, What is the difference between keyword stuffing and keyword placement, How to write an optimized content, How to write a content for article, blog and press release, Top tools for SEO, Monitoring SEO process, Preparing SEO reports, How to create SEO Strategy for your business, Top plug-in of word press, What is link juice, What is domain authority, What is page authority, Importance of domain and page authority, How to optimized exact keyword for your business, How to optimize your site for Google Hummingbird Algorithm, What is Google Panda Algorithm, What is Google Penguin, What is Google EMD update, How to save your site from Google Panda, penguin and EMD Update, How to recover your site from Panda, Penguin and EMD. UNIT V (11 Hours) PPC ADVERTISING WITH GOOGLE ADWORDS: GOOGLE ADWORD OVERVIEW: Understanding inorganic search results, Introduction to Google AdWords & PPC advertising, Overview of Microsoft AdCenter(Bing & Yahoo), Setting up Google AdWords account, Understanding AdWords account structure: Campaigns, Ad groups, Ads, Keywords etc., Types of Advertising campaigns-search, Display, Shopping & video, Difference between search & display campaign, UNDERSTANDING ADWORDS ALGORITHM: How AdWords rank ads, Understanding AdWords algorithm(a drank)in detail with examples, What is quality score, Why quality score is important, What is CTR, Why CTR is important, Understanding bids, CREATING SEARCH CAMPAIGNS: Types of search campaigns-standard, all features, dynamics search & product listing Google merchant center, Creating our 1 st search campaign, Doing campaign level setting, Understanding location targeting, What is bidding strategy-cpc, Understanding different types of bid strategy: Manual, Auto, Advanced level bid strategies: Enhanced CPC, CPA, Flexible bid

3 strategy, Pros & cons of different bid strategies, Understanding ad-extensions, Types of adextensions, Adding ad-extensions in our campaign, Creating ad groups, Finding relevant ad groups options using tool, Creating ad groups using tool, Understanding keywords: Finding relevant keywords, Adding keywords in ad-group, Using keyword planner tool, Understanding types of keywords, Broad, phrase, exact, synonym & negative keywords, Pros and cons of diff. types of keywords, Creating ads: Understanding ad metrics, Display & destination URL, How to write a compelling ad copy, Best & worst examples of ads, Creating ads, TRACKING PERFORMANCE/CONVERSION: What is conversion tracking, Why is it important, How to set up conversion tracking, Checking conversion states, OPTIMIZING SEARCH CAMPAIGNS: How to optimize campaigns at the time of creating, How to increase CTR, Importance of quality score in optimization, How to increase quality score, Importance of negative keywords in optimization, Evaluating campaign stats, Optimizing with conversion report, Optimizing with keywords, Optimizing performing keywords, Optimizing non performing keywords, How to decrease CPC, Analyzing your competitors performance, Detecting fraud clicks, CREATING DISPLAY CAMPAIGN: Types of display campaigns-all features, Mobile app, Remarketing, Engagement, Creating 1 st, Difference in search & display campaign settings, Doing campaign level settings, Understanding CPM bid strategy, Doing advanced settings, Ad-scheduling, Ad-delivery, Understanding ads placement, Creating diff. ad groups, Using display planner tool, Finding relevant websites for ads placement, Creating text ads, Creating banner ads using tools, Uploading banner ads, Examples of good/bad banner ads display campaign, optimizing display campaign. UNIT VI (6 Hours) GOOGLE ANALYTICS: Introduction to Google analytics, How Google analytics works, Understanding Google analytics account structure, Understanding cookie tracking, Types of cookie tracking used by Google analytics, starting with Google analytics, How to add analytics code in website, Understanding goals and conversions, How to setup goals, Understanding bounce & bounce rate, Difference between exit rate & bounce rate, How to reduce bounce rate, How to set up funnels in goals, Importance of funnels, How to integrate AdWords and analytics account, Benefits of integrating Adword & analytic, Measuring performance of marketing campaigns via Google analytics, What is link tagging, Understanding filters & segments, How to set up filters & segments, Monitoring traffic sources, Monitoring traffic behavior, Taking corrective actions if required. UNIT VII (10 Hours) SOCIAL MEDIA MARKETING: What is social media, What is social media marketing, How social media marketing is different than other forms of internet marketing, Marketing on social networking websites, What is viral marketing and its importance, Facebook marketing: Understanding Facebook marketing, Facebook glossary, Facebook fan page vs profile vs group,

4 Practical session 1: Creating Facebook page, Uploading contacts for invitation, Adding Facebook plugins in websites, Creating external tabs in Facebook page, Exercise on fan page wall posting, Increasing fans on fan page, How to do marketing on fan page(with examples), Fan engagement, Important apps to do fan page marketing, Facebook advertising, Facebook Marketing Tips, Understanding Facebook best practice learn the lingo, Understanding edge rank and art of engagement, Case studies, Most engaging page on Facebook, Using 3 rd party applications on Facebook, Facebook analytics-(free-paid), Practical Session 2: Creating Facebook advertising campaign, Targeting in ad campaign, Payment module-cpc vs CPM vs CPA, Setting up conversation tracking, Using power editor tool for adv., Advance Facebook advertising using tools, Linked in Marketing: What is LinkedIn, Understanding LinkedIn, Company profile Vs Individual profiles, Marketing on LinkedIn groups, Understanding LinkedIn groups, How to do marketing on LinkedIn groups, LinkedIn advertising & it best practices, Increasing ROI form linkedin ads, Twitter Marketing: Understanding twitter, Tools to listen & measure influence on, Twitter: tweet deck klout, peerldex, How to do marketing on twitter, Black hat techniques of twitter marketing, Advertising on twitter, Case studies on twitter marketing, Tools for twitter marketing, Video Marketing: Understanding video campaign, Creating 1 st video campaign, Importance of video marketing, Benefits of video marketing, Uploading videos on video marketing websites, Using YouTube for business, Developing YouTube video marketing strategy, Bringing visitors from YouTube video to your website, Creating video AD group, Targeting options, Understanding bid strategy. UNIT VIII (7 Hours) MARKETING: What is marketing?, How works, Challenges faced in sending bulk s, How to over comes these challenges, Types of marketing- out-in & bulk ing, What is opt-in marketing?, Best platform to do opt-in marketing, Setting up lists & web form, Creating a broadcast , What are auto responders, Setting up auto responders, How to do bulk ing, Best practices to send bulk s, Tricks to land in inbox instead of spam folder, Top marketing software s & a glimpse of how to use them, Improve ROI with A/B testing. UNIT IX (6 Hours) ONLINE DISPLAY ADVERTISING: What is online advertising, Types of online advertising. Display advertising: Banner ads, Rich media ads, pop ups and pop under ads. Contextual advertising: In text ads, in image ads, in video ads, in page ads, what are payment modules, Companies that provide online, advertising solution, Tracking & measuring ROI of online adv., Assignment on allocating funds to various, Online advertising platforms, creating banner ads using tools?

5 UNIT X (5 Hours) RE-MARKETING : Understand re-marketing, Add the remarketing tag to your site, Online advertising, Google ad retargeting, Setting up remarketing campaign, Creating remarketing lists, Advanced level list creation, Ways to remarket with Google. UNIT XI (7 Hours) ECOMMERCE MARKETING OVERVIEW: What is e commerce, Top ecommerce websites around the world, Ecommerce scenario in India, How to do SEO of an e commerce website, Why you need a solid ecommerce marketing strategy, Formulating right ecommerce marketing strategy, Using affiliate marketing to promote your ecommerce business UNIT XII (15 Hours) CORE PHP : What is PHP, What is PHP File, PHP+MySQL, Basic PHP Syntax, Comments in PHP, Variables, PHP operators, Control Structures(If else, switch, all loops), Arrays, For Each Loop, Functions, Form Handling, PHP $_GET, PHP $_POST, PHP $_REQUEST, PHP date() Function, PHP include File, File Handling, File Uploading, PHP Sessions, Sending s, PHP Cookies, Introduction To MySQL, PHP MySQL Connect To a Database, Closing A Connection, MySQL Data Types, MySQL Insert, MySQL Select, MySQL where clause, MySQL Delete, MySQL Update, MySQL Aggregate Functions(sum, avg, count etc), MySQL order by and group by clause, MySQL Sub queries, MySQL Joins, PHP Connectivity with MySQL. UNIT XIII (25 Hours) ADVANCED PHP : Introduction to OOPS : Introduction, Objects, Declaring a class, The new keyword and constructor, Destructor, Access method and properties using $this variable, Public,private, protected properties and methods, Static properties and method, Class constant, Inheritance & code reusability, Polymorphism, Parent:: & self:: keyword, Instance of operator, Abstract method and class, Interface, Final, Exception Handling : Understanding Exception and error, Try, catch, throw Database Connectivity with MySQL : Introduction to RDBMS, Connection with MySQL Database, Performing basic database operation(dml) (Insert, Delete, Update, Select), Setting query parameter, Executing query, Join (Cross joins, Inner joins, Outer Joins, Self joins.) UNIT XIV (7 Hours) JAVASCRIPT / AJAX : JavaScript : Introduction, Formatting and Coding Conventions, JavaScript Files, Comments, Embedding JavaScript in HTML, Using Script Tag, No Script Tag, Operators,

6 Control Structures(If else, switch, loops), Array and For Each Loop, Defining and Invoking Functions, Built in Objects, Date Objects, Interacting With The Browser, Dialog Boxes, Event Handling, Cookies, Client Side Validations, AJAX(Asynchronous JavaScript and XML) :, Introduction, XMLHttpRequest Object, Creating a request object, Sending a request to server, Receiving a response from the server, ready State and Status of a request. UNIT XV (5 Hours) JQUERY : JQuery : Introduction and Installation, Syntax, jquery Selectors, jquery Events, jquery Effects : jquery Hide and Show Effect, jquery Fade Effect, jquery Slide Effect, jquery Animate, jquery Callbacks, jquery and HTML : jquery Get, jquery Set, jquery Add, jquery Remove, jquery css, jquery Width, jquery Height, jquery and AJAX (Pre-Requisite: ServerEnd Technology) : AJAX Function, jquery UI : Implementing Accordion, Implementing Datepicker, Implementing Slider, Implementing Progessbar, Implementing Tabs UNIT XVI (15 Hours) WORDPRESS : Setting Up WordPress (Using a Web Hosting Account) : Creating a MySQL Database, Downloading and Installing WordPress, Creating users Managing Plugins : Finding and Assessing Plugins, Installing and Activating, Deactivating, and Deleting Plugins, How to Remove Plugins That Break Your Site, Updating Plugins Managing Users and Permissions : Creating and Editing Users, Overview of the User Roles and Levels Child Themes and CSS Customization : How to Override Theme CSS, How to Create a Child Theme Managing Themes : Finding and assessing Themes, Uploading and Installing Themes, Configuring Themes, Updating Themes Managing Menus and Navigation : Creating Menus from Pages, Creating Custom Menus, Adding Categories and Pages as Menu Items, Reordering Navigation Creating Themes: Designing with WordPress in Mind, The Structure of a Theme, Header, Footer, The Loop, Sidebars, Page Templates, How to add Custom Code or Functions Enabling and Configuring Multisite: Editing the WP Config File, Subfolder or Subdomain Configuration, Multisite Super Admin Users, How Plugins Work Under Multisite

7 UNIT XVII (15 Hours) MAGENTO : Magento Installation, Magento Features, Configure Magento Webstore, Magento Products, Magento Products Import, Magento Quantity, Categories, Magento Special Prices, Magento Orders, Magento Themes, Magento CMS, Magento SSL, Magento Customer Management, Magento Modules, Magento Shipping Modules, Magento Payment Modules, Magento Issues, Magento Newsletter, Magento Widgets, SEO for Magento, Google Analytics for Magento, Move Magento, Shipping and Payment methods in Magento, Common issues with importing/exporting UNIT XVIII (15 Hours) JOOMLA : Introduction to Joomla : Content Management System Overview, Joomla! Benefits, Joomla! Features, How Joomla! Works. Setting Up a Joomla Site : Installing Joomla, Downloading the Joomla! CMS, Extracting the Joomla! Files, Using the Joomla! Installation Wizard, Modifying the Joomla! Installation, Adding a New Article, Editing the Main Menu, Removing Modules, Unpublishing Whole Menus, Changing the FrontPage Logo Graphic, Creating a Custom Poll, Adding Content: Joomla! Sections and Categories, Uncategorized or Static Content, Creating Sections and Categories, Deleting the Sample Articles Categories, and Sections, Adding New Categories and Sections, Selecting a Text Editor, Adding Articles, Adding Menus to Point to Content, Installing a New Template, Administering Joomla : Presentation Administration, Template Manager, Language Manager, Article Manager, Section and Category Managers, Frontpage Manager, Media Manager, Trash Manager, Global Configuration Manager, User Manager, Menu Manager, Extension Manager, Module Manager, Plugin Manager, Creating Your Own Templates : Creating the Hello Joomla! Template Files, Adding a Module and a Component to Hello Joomla!, Modifying an Existing Template, Creating Templates with Web Editors, Joomla Extensions : The Difference Between Modules, Components, and Plug-Ins, Plug-Ins: The Most Advanced Extensions, Components and Modules, Module Types, Default Site Modules, Wrapper (mod_wrapper), Banners Module and Advertisement Module (mod_banners), Site Components : Banners Component, Contacts Component, Newsfeeds Component, Polls Component, Weblinks Component, Site Plug-Ins. Joomla E-commerce, VirtueMart : Joomla Store, Creating a Virtual Store, VirtueMart Control Panel, Global Configuration, Configuring the Store, Creating Categories, Creating Products, Payment Options, Shopper Groups and User Management, Shipping Module, Order Management, Creating Extensions : Writing a Front-End Module, Structure of the Module, The mod_hellofrom XML Descriptor File, The PHP Code File, Writing a Missing Metadata Administrator Module, Creating the Module File, Creating the XML Descriptor, Structure of the Suggestion Box Component, Installing the Component.

8 UNIT XIX (25 Hours) CAKE PHP : Beginning with CakePHP : What is CakePHP, Understanding Model-View- Controller, Basic Principles of CakePHP : CakePHP Structure, A Typical CakePHP Request, CakePHP Folder Structure, CakePHP Conventions, File and Classname Conventions, Model and Database Conventions, Controller Conventions, View Conventions,, Developing with CakePHP : Installation, Configuration, Controllers, Components, Models, Behaviors, DataSources, Views, Helpers, Scaffolding, Global Constants and Functions, Vendor Packages, Data Validations, Pagination, Core Components & Helpers : Access Control List, Authentication, Cookies, , Authentication, Ajax, Form, HTML, JavaScript, Paginator, Session, Text., CakePHP Application : Creating the Blog database, Cake Database Configuration, Create a Post Model, Create a Posts Controller, Creating Posts Views, Adding Posts, Data Validation, Deleting Posts, Editing Posts, Routes. UNIT XX (6 Hours) LEAD GENERATION FOR BUSINES : Understanding lead generation for business, Why lead generation is important, Understanding landing pages, Understanding thank-you page, Landing page vs website, How to create a landing page, Writing Copy for Landing Pages, Best practices to create a landing page, Best practices to create a thank-you page, Practical exercise-creating a landing page, Reviewing landing pages created by trainees, What is A/B testing, How to do A/B testing, Selecting landing pages after A/B testing, Converting leads into sales, Creating lead nurturing strategy, Understanding lead funnel, Steps in leads nurturing. UNIT XXI (7 Hours) MOBILE MARKETING: Understanding mobile devices, Mobile marketing and social media, Mobile marketing measurement and analytics, Fundamentals of mobile marketing, Key industry terminology. Advertising on mobile (app & web): Targeting ads on apps, Targeting ads via location, Targeting ads on search engine, Targeting ads on telecoms data, Content marketing on mobile, Mobile strategy-segmentations option targeting and differentiation, Mobile marketing mix, Sms marketing. UNIT XXII (6 Hours) CONTENT MARKETING OVERVIEW: Introduction to content marketing, Objective of content marketing, How to write compelling content, Understanding keyword research for content, Content marketing process, Magnetic headlines, Some content marketing secretslearning from experts, Overcoming content marketing roadblocks, Optimizing content for search engines, Promoting content to increase traffic, engagement& sales, How to magnetize your content, 5 examples of top content marketing.

9 UNIT XXIII (3 Hours) CREATING INTERNET MARKETING STRATEGY: Let s talk strategy & solve your queries. UNIT XXIV (6 Hours) AFFILIATE MARKETING : WHAT IS AFFILIATE MARKETING, How people make millions of dollar in affiliate marketing, Affiliate marketing history, Changes in affiliate marketing industry over the years, Affiliate marketing scenario in India, How to be a super affiliate and make tons of money, Different ways to do affiliate marketing, Affiliate marketing secrets, How your trainer makes money in affiliate marketing, Live examples of how people are making money as an affiliate, Getting your started as an affiliate but getting you approved as an affiliate from India s top affiliate agencies, Some of top affiliate network in the world, How to get approved as an affiliate by world s top affiliate company-commission junction, Trainers shares his secrets of affiliate marketing, Storytelling-trainer shows his live example of how he is making money these days as an affiliate. UNIT XXV (10 Hours) ADSENSE & BLOGGING : What is AdSense, How to get approved for AdSense, Cool trick to get AdSense approval by Google, Using your AdSense account interface, Placing ads on your blog, Then we will share 1 secret method through which you will make money with AdSense.