This Course introduces students to different digital marketing possibilities. Students are able to decide on different types of digital marketing campaigns and manage those accordingly in both consumer and business markets. Different types of operations of digital marketing are introduced. Course creates basic understanding of internet and mobile marketing. Time is also devoted to pertinent issues in the web such as social media, communities, virtual worlds, blogs and viral marketing. The course is structured the following way and details are discussed as mentioned below:
1. Introduction to Digital Marketing: All current innovation in marketing is through digital channels. This opening lecture demonstrates the power of applying digital concepts across the marketing function in any business. 2. Search Engine Optimization: SEO is about attracting the right customers at the right time. This module will equip you with the core understanding, technical knowhow and insight to build an SEO strategy that will stand up in today's fiercely competitive online marketplace. 3. Search Engine Marketing: SEM aims to promote websites by increasing their visibility in search engines through both optimization and sponsored placements. You will learn how to use them both in tandem to achieve the best results. 4. Pay per Click Marketing: Pay per click (PPC) advertising campaigns allow you to maximize your company's visibility on key search engines such as Google, Yahoo and Bing. You will learn to develop an effective PPC strategy and achieve demonstrable return-on-investment (ROI). This module provides you with the essentials of planning and managing PPC campaign. 5. Email Marketing: Email Marketing, when carried out properly is still one of the most effective forms of digital marketing. This module will teach you about Data Protection, Opt-In Subscriber Management, E-Mail Design and Content, Email Delivery and Reporting. 6. Social Media Marketing: This module will provide you with the know how to plan and manage your communications and marketing through the rapidly emerging and influential social networks. It will provide you with techniques and tools to understand and harness the opportunities provided by best practice social media marketing and online PR. 7. Digital Display Marketing: This module will provide you with a comprehensive understanding of the creation deployment and management of Digital Display Advertising including display, search, affiliate, email, mobile & social, to give delegates the broadest view of digital advertising opportunities. 8. Mobile Marketing: This module provides you with a solid understanding of the rapid evolution of mobile marketing landscape. Focusing on cutting-edge case studies you will gain knowledge of the technologies and terminology of mobile marketing. 9. Website Analytics: Your digital marketing is only as effective as the analytical insights derived from online activities. This module guides you through web analytics and other data sources to better understand site visitor characteristics and behavior. You will understand the most important and appropriate metrics and how to use them to improve your digital activities. 10. Planning Integrated Digital Marketing Campaigns: Digital Marketing is driving the agenda in marketing departments and this module will teach you the complexities of planning, buying and executing a marketing campaign that integrates traditional marketing with all digital activities including display, search, affiliate, email, mobile and social.