Digital Marketing

Course Curriculum

Term 1
Term 2
Term 3

1.1 Introduction to Web Analytics

Need for Website Analytics
Important parameters to track
Introduction to Cookies for data collection

1.2 Overview of Google Analytics

What is Google Analytics
The account structure
Main features and limitations of GA
Metrics & Dimensions

1.3 Deep Dive into Google Analytics Platform

How data is collected
How Data is Configured and Processed
How Reports are generated

2.1 Things to do before implementing GA

Define your business objectives
Create a measurement plan

2.2 Implementing Google Analytics on your site

Setting up GA account
Setting up Property and Views
Installing Tracking Code on your site
Setting up Goals
Setting up filters
Integrating with AdWords and Google Webmaster Tool
Setting up and Measuring campaigns using URL builder

2.3 Reporting Interface

Using the Reporting Interface

3.1 Using Google Analytics Reports

Audience reports
Acquisition reports
Behaviour reports
Conversions
Creating Custom reports
Intelligence Events
Real Time Reports

3.2 E-commerce Analytics

Setting up e-commerce tracking
Understanding customer behaviour on your site
Analysing shopping behaviour on the site

3.3 Google Tag Manager

Introduction to Google Tag Manager
Setting up Google Tag Manager
Collecting data using Tag Manager
Using tags for remarketing

3.4 Google Analytics for Mobile Apps

Introduction to mobile app analytics
Measuring user acquisition
Measuring user behaviour
Optimizing app usage and revenue

Course Curriculum

Term 1
Term 2
Term 3

1.1 Navigating the Vast Galaxy of Social Media Marketing

Engagement Trumps Promotion in SMM
Being Social - The Secret to SMM Success
Mind Over Matter - Positioning the Brand
Community Behaviour Drives SMM Campaigns
Building ROI Using SMM
Clear Goals Lead to Brand Leadership
Building the SMM Experience
Staying on Radar with SMM Tools
11 Tactics for Successful SMM Campaigns

1.2 Brand Strategy and SMM

The Game of SMM Strategy
The Best Players for SMM Strategy
Win Brand ROI Using SMM
Winning the SMM Strategic Game
Invest in SMM Strategy
Measuring SMM Success
7 Tips for Better SMM Strategy

1.3 The Art of SMM Storytelling

Planning Content to Tell the Story
The Essentials of SMM Storytelling
Crafting the Brand’s Story
The Brand and its Characters
SMM and the Brand’s Voice
Communicating the Brand Story
Another Day. Another Story.
5 Secrets to Building Great Stories

1.4 Facebook and the Brand

The World of the Newsfeed
Getting Communities to ‘Like’ You
Using Facebook for Brand Building
Facebook and the Art of Engagement
The Rules for Facebook Marketing
Promotional Content for Engagement

2.1 Tweeting for Successful SMM Management

Making a Unique Impression on Twitter
Building Twittastic Content
Hashtags and the Conversation Highway
Increasing "Twaffic" to the Brand
Engaging Tweeple to Build Following
Be a Tweetheart and Promote
Campaigning with the Tweets
The Little Birdie on the Marketing Branch

2.2 Building Business with LinkedIn

The Art of Networking
Connecting People
Success Through Human Intelligence
Leading the Community
Testimonials - The Essence of Business
Exclusivity Creates Excellence
Writing the Brands Tales
The Importance of Building Effective Links

2.3 Making Brands Pinteresting

Pintegrating with SMM
Making Content Pintuitive
Building Pinterest Boards
Create Brand Presence Using Pinterest
Making Boards Pinteresting
Creating Sharable Pins
Pintellectual Websites
Strategies for Community Engagement
Measuring Response using Pinterest

2.4 Insta Gratification and Instagram

SMM Through Instagram Lens
Creating Followers for the Instagram Story
Tips for Engaging with Instagram Followers
The Art of Instagram Storytelling
Building Style on Instagram
Using Hashtags to Build Communities
Capturing Instagram Moments and Attention

2.5 Working Snapchat into SMM

Snapping the SMM Community
Snaps that Connect
Snapchat and the Brand Story
Snapchatting your Way to SMM Success
Creating Publicity Using Snapchat
Tips for Best Snapchat Practices
Working with Snapfluencers
Understanding Snapalytics

2.6 SMM and Email Campaigns

The Critical Role of Email in SMM
Planning the Email Campaign
Top Tips for Email Marketing
Strengthening Recipient Relationships using Email
Creating the Email Campaign
The Joint Power of Email and SMM
Test for Best Campaigns
Measuring Response and Engagement

2.7 Blog the SMM Way

Winning Hearts through Blogs
Crafting the Blog Plot
Features Drive Blog Content
Penning the Blog Tale
Generating Data using Blogs
Tips for Best Blog Practices
Moving the Blog Story Forward

2.8 SMM and the YouTube Story

The World of Visual Engagement
Producing Great YouTube Content
Lights, Camera, YouTube
YouTube and the SMM Pipeline
The Brand Story and YouTube
Describing the YouTube Story
Building your Dream YouTube Channel
YouTube and Best SMM Practices

2.9 PR and the SMM Story

The PR Image and SMM
SMM and the PR Story
Spinning PR Tales on SMM
PR and SMM Engagement
Using PR to Build Online Reputation
SMM PR and Community Management
Community Causes, PR and SMM
Integrating SMM and the PR Story

2.10 Driving SMM Motion using Promotion

Creating SMM Campaigns
Driving Business Strategy with SMM
SMM Goals and Promotion
Promotion Tips for Targeting Audiences
Measuring SMM Campaigns
SMM and the Response Mechanism
Building Flexible Promotions

2.11 The SMM Analytical Framework

Analysing SMM Activities
Learning to Juggle SMM Campaigns
Building Brand Leadership Through SMM Intelligence
Analysing Engagement for Better SMM Strategy
Bring all SMM Activities Together

3.1 Case Studies

Bringing Medicines to the Community
Taking Care of Business
Growing with the Community
High Growth for High Fashion
The Quest for Great Reputation

3.2 Demos

Facebook Page Creation
Facebook Ad Creation
Facebook Analytics
LinkedIn Page Creation
LinkedIn Ad Creation
Twitter Ad Creation
Twitter Analytics
MailChimp Email Campaign
MailChimp Analytics
HootSuite
Klout
Cyfe Profile Creation
Cyfe Dashboard
YouTube Subtitles

Course Curriculum

Term 1
Term 2
Term 3

1.1 Introduction: Why is Mobile Marketing (MM) critical for success

The Indian Mobile Movement
Usage of Mobile, its unique strengths
Mobile Media consumption

1.2 Leveraging key Mobile Display Marketing Tools (Part 1)

Opportunities in mobile marketing
What is display advertising
Display advertising ecosystem
Display Advertising Cost
Measure of success rich media
Measure of success videos
Creative best practices for display ads on mobile

1.3 Leveraging key Mobile Marketing Tools (Part 2)

Introduction to Mobile Ads on Google Network
Overview of Mobile Ads on
Google Adwords Google Display Network for Mobile Apps
Ad Extensions for Mobile Apps
Mobile Social

1.4 Integrating Real World & Mobile

Introduction: Integrating Real World & Mobile
QR Code Promotion
Augmented Reality
Missed Call Format
IVRS in Cloud
SMS Marketing
SMS measure of success
Hotspot Marketing: Bluetooth (BLE), NFC

2.1 Usability & Building Your Mobile Presence

Importance and relevance of mobile presence
What is the User Interface?
What is the User Experience?
Why is Mobile web presence critical for success
Mobile Web UI: Best Practices
Mobile Web Analytics
Mobile Search Optimization
Ecosystem Overview: Mobile Apps: Native versus Hybrid versus Mobile Web
Mobile Apps: UI / UX Frameworks
Mobile App: Best Practices

2.2 App Marketing: Organic Downloads

Building your App Store Presence
Alternative App Stores
Why is ASO important
App Store Optimization (ASO)
Application of ASO

2.3 App Marketing: Building Engagement and Metric

App Metric that matter
Calculating Estimated Cost per Install (eCPI) and other media buying metric
Set up Analytics for Mobile App
Create app engagement through push notifications
Create app engagement through in-app advertising
Improve Ratings & Reviews
Leveraging Press & Blogs
Need for independent App Install Tracking
App Deeplinking
App Indexing
Profiling Mobile App Users

3.1 App Marketing Paid Media - Part 2

Channels for Driving Mobile App downloads
Facebook mobile ad installs
Best Practices App Install Creatives
Optimizing App Install Campaigns
Managing Placement Ads for Mobile
Bidding Strategy for Mobile App Installs
Setting conversion tracking
Setting conversion tracking
Tracking Mobile App Conversions

3.2 App Monetization

Overview of App Business Models
Approaches to Monetize Apps
Advertising based Monetization
Freemium models with In-App Purchases( IAP)
Subscription-based Services
Finding the Right Ad Monetization strategy

3.3 Trends in Mobile Advertising

Trends in Mobile Advertising

Course Curriculum

Term 1
Term 2
Term 3

1.1 Introduction: What is affiliate marketing?

What is affiliate marketing?
How affiliate marketing works?
Which companies are offering affiliate marketing?

1.2 How to start with affiliate marketing?

How to set up payment collection system?
Different types of payment models

1.3 Popular Affiliate Marketing jargons

Popular terms used in affiliate marketing
What is EPC?
What is CPC?
What is a conversion rate?

1.4 The requirements for affiliate marketing

How to buy domain name and hosting?
What is WordPress?
What is e-mail Auto Responder?

2.1 How to plan your blog?

What is a niche and micro niche?
How to do niche research?
Find the right affiliate offer
What is the key to success?

2.2 Affiliate marketing – Kickstart

How to do keyword research?
Choose the domain name
How to create the blog?
How to do content research?
How to write content?

2.3 Google AdSense

Understand the working of Google AdSense
Differentiate between Affiliate Marketing and Google AdSense
Important tips for opening an account on Google AdSense

3.1 Sales funnel

Understand how people use the internet
Define stages of the sales funnel
How to set up the funnel?
What are PLR products?
Popular PLR Sites
Different approaches to Monetize Blogs

3.2 Web promotion methods

Understand how to use Facebook
Know how to use Twitter to brand your blog
Learn how to use YouTube to boost your credibility
Describe how to get followers and boost engagement

3.3 Advance Website Promotion Methods

Understand how to use the podcast
Learn how to use guest blogging
Understand how to use Facebook Ads
Understand how to use Google AdWords

Course Curriculum

Term 1
Term 2
Term 3

1.1 Overview of UI/UX

Trailer
Introduction to the course
What are UI & UX?
Starting from HCI (Human-Computer Interaction)
Mapping UX & UI trends
Examples of great UI & UX
Studying usability principles
Understanding the UX workflow
Conducting a usability audit

1.2 User Research

User research overview
What are insights?
Techniques to find insights
Creating personas in UX
Creating user stories
Adding detail with user scenarios
Documenting user research through observation diaries

1.3 Planning and Assessment

Competitive analysis
Creating concept maps to plan features
How to choose a platform?

1.4 Visual Design

Basics of visual design
Moodboards as a design tool
Visual Design Principles

2.1 Identity Design

Basics of branding
What you need to know about logo design
Create your own brand and logo

2.2 Information Architecture

The importance of information architecture
Constructing Taskflows
Understand how to use UI components
Study the most popular navigation patterns in digital devices
The importance of prototyping
Understand prototyping techniques
Paper prototyping in action
Importance of wireframes
Creating wireframes
Run your first Usability Test

2.3 Interaction Design

Study the best of Interaction Design with the new Uber app
Learn the best onboarding practices
Create your application’s new user onboarding flow

2.4 Prototyping

Understanding high fidelity prototyping
How to create Invision prototypes?
Create your own click-through prototype

3.1 Demo

How to create a demo/product pitch?
Create your own demo

3.2 Career Prep

Create a compelling portfolio and resume
Get feedback from mentors
Get ready for a career in UX

3.3 Case Studies

Visual Language of Airbnb
Interaction Design of Uber

3.4 Exercises

Trendspotting
App Scorer
Observation Diaries
Create UX Personas
Create User Stories
Create User Scenarios
Competitor Analysis
Create a Concept Map
Create a Moodboard
Brand It: Create Your Brand Name
Create Your Logo
Brand Identity Canvas
Create Taskflows
Paper Prototype and Usability Testing
Create Wireframes
User Insights
Create a Demo
Developer Documentation and Style Guide

Digital Marketing

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