KERALEEYA SAMAJAM (REGD.

) DOMBIVLI’S
MODEL COLLEGE (AUTONOMOUS)
RE-ACCREDITED GRADE “A” BY NAAC

DEPARTMENT OF
INFORMATION TECHNOLOGY
AND
COMPUTER SCIENCE

PRESENTS

certificate course
in digital marketing
BATCH II

KSD’S MODEL COLLEGE (AUTONOMOUS)

@modelcollege.official

@modelcollege.official
COURSE
OBJECTIVES
1. Analyze the confluence of Marketing, Operations, and Human
Resources in real-time delivery.

2. Demonstrate cognitive knowledge of the skills required in

conducting online research and research on online markets, as well as
in identifying, assessing and selecting digital market opportunities.

3. Explain emerging trends in digital marketing and certifically assess

the use of digital marketing tools by applying relevant marketing
theories and frameworks.

4. Investigate and evaluate issues in adapting to globablized markets

that are constantly changing and increasingly networked.

5. Interpret the traditional marketing mix within the context of a

changing and extended range of digital strategies and tactics.

6. Comprehend the importance of conversion and working with digital

relationship marketing.

7. Analyze cross-cultural and ethical issues in globalized digital

markets.
 EXAM SCHEME
ASSESSMENT

Campaign Marketing Presentation

50 marks
(Practical Evaluation)

MCQ Test 50 marks

COURSE DURATION
45 HOURS COURSE FEES
RS 10,000/-

Contact Person
Dr. Divya Premchandran
98330 05239
Contact time : 10am - 1pm

Kanchanagaon Village, Khambalpada

Dombivli , 421 202
 Module 1
Introduction to Digital
Marketing

1.2.1. Digital Marketing

Basics with AI

Introduction to Marketing &

Digital Marketing.
Digital Marketing in India -
Roles, Opportunity, Trends
1.2.2. Digital Marketing Platforms Different Digital Marketing
& Channel Models - B2C, B2B, B2B2C,
Marketplace
Terminology - PPC, SEM, SEO,
Metrics(CPC, CPM, Reach, Frequency),
Digital Funnel
Digital Channels, Features, Advantages &
Limitations
Types of Digital advertising Formats -
Search, Display, Video, Content, OOH,
DOOH

1.2.3. Digital Marketing Introduction with models

Consumers/Audiences/Behaviours
Introduction to websites,blogs and content management
User Journey and Audience Persona
SWOT Analysis, SAVE, RACE, PRACE
Competitive Analysis
Paid,owned and earned media branding and online consumer behavior
 Module 2
Introduction to SEO
& AI enabled SEO
2.1.1. What is Search
Engine Optimization
2.1.2. SEO Methods
& Best Practices

Examples of Indian companies

with Good SEO - Learnings
Diversifying Traffic Sources -
Search Engines, GMB, Referral
websites, Content websites
Types of Search Engines with AI search
Local SEO - GMB Setup, NAP standardization, Events engines, Onpage, Offpage,
New Practices - Schemas, Structured Data, FAQs,
Roles in the SEO Team
Page Layout & Design
Terminology: Search Engine Rankings, CTR,
Sitelinks, Title, Meta, Google Algorithm
Understanding Keyword Volume, Search
Trends, Keyword Categorization, Search
Volume Market Potential
Exercise: Measuring Potential clicks from
keyword research & Rank-clicks

2.2.1. Website Structure

Informational Architecture of 2.2.2. Tools &
a website, UTM parameters
Technologies
Sitemap, Robots.txt,
Interlinking, Page
Hierarchy, Header,
Footer
Methods to Create a website - HTML,
XML, Javascript, AI enabled websites
Terminology - Crawling, Indexing, Caching, Error
Codes Google Search Console - Setup, walkthrough,
Page Speed Insights - Analysis, Impact on Usability Alerts, Hygiene checks, Fixes, Analysis
SEO Basic Audit, Website Audit
Google Analytics - Introduction - Audience,
Channel, Source, Medium, Events, Behaviour,
GA4
SEMRush, Ahrefs, Screaming Frog,
Similarweb, AI tools
 Module 2
Search Engine Optimization - SEO

2.2.3. Google Algorithm, Content

Design, Linkbuilding, Owned
Properties

Google Algorithm- Purpose, Updates, Monitoring, Content

Quality+Quantity, Structure evaluation
Onpage content design - Topic research, Categorization,
Interlinking, Content Amplification
Linkbuilding Basics - Do's & Don'ts, Methods, Metric-
evaluation, Competition evaluation
 Module 3.
Content Marketing
PAIDs

Introduction to content
marketing
3.1.1 Purpose & Types of Content Generation
.Types of Content: Informational, Navigational
.Content as a Product/Explainer/Traffic Source - The chase of Views & Clicks
.Terminology - Blog, Whitepaper, Infographic, User Generated Content, Video Content,
Sky scrapper content, The hero journey, CMS, Pogo Sticking
.Content Method - Text, Display, Animation, Video, Infographics, Interactive
Content,AR/VR

3.1.2 Content Creation: Copywriting,

Visualization, Blogwriting
Adwords, Facebook, Instagram, Linkedin, Display Ads - CTR, CTA,
Keyword Usage
Title, Meta, Onpage Content exercise - Keyword usage
Storyboarding for a video ad - From Brief to Concept

3.1.3 Content Planning

How to build a Content Marketing Calendar
Roles & Responsibility in a Content Team
Identifying Topics, Themes, Trends with the help of AI
Chasing Virality - Moment Marketing, Topical Marketing,
Campaign Ideation
Content Measurement - Analytics, ROI evaluation, Metric-
Tracking
 Module 4
Paid Media Marketing

4.1PURPOSE OF PAID MAREKTING

4.1.1 Types of Marketing

outcomes
Terminology - Awareness, Engagement, Acquisition, Advocacy,
Retention, AIDA, AIDAA, Blackbox models
Roles in the Paid Marketing Team
What kind of channels/activities influence these kind of
outcomes
Examples of Marketing campaigns that show these in isolation
& integrated
KPIs and Measurement for Performance & Branding Campaigns

4.1.2 Introduction to Google

Ads
How does Ads work? - Introduction to Auction model, Bids,
Keywords, Search Ads with the help of tools including AI tools
Account structure - Campaign, Adgroups, Keywords, Themes,
KPIs, Adcopies,
Terminology - CTR, SIS, CPC, Conversion Rate, CPA, CPL, EAT,
EEAT, BERT, etc
Campaign design exercise
 Module 4
Paid Media Marketing

4.1PURPOSE OF PAID MAREKTING

4.1.3 Advanced Google Ads

Campaign optimization - Metrics evaluation, Calculating
bids, Automated algorithms, Optimization,(focussing on),
ROI, ROAS
Advanced Ads - Responsive Search Ads, Dynamic Keyword
Insertion, Smart PLAs,Responsive Display Ads, Parametric
Ads
Shopping Ads - Product Listing Ads, Feed setup &
Management, Bidding, Campaign Optimization

4.2 Facebook & Instagram Marketing

4.2.1 Facebook & Instagram Marketing,
Youtube with Automation
Types of Campaign Objectives from Facebook - Leads, Clicks, Sales,
Engagement, Views
Terminology - Types of Facebook Ads, Placement, Audiences, Interests,
Bids, CPA, Events, Reach, Marketing Automation (MARTECH, ADTECH)
,etc
Types of Campaign Objectives from Instagram- Leads, Views, Clicks,
Sales, Engagement
Understanding Facebook & Instagram Algorithm - Campaign Structure,
Learning Phase, Bidding algorithms
Facebook & Instagram Creatives - Best Practices, Benchmarks, Creative
Refresh, AI generated AD copies, etc
Campaign Measurement & Optimization
Youtube Ads, Youtube monetization,How to start an Youtube Channel,
Ad strategy, Content development for Youtube, Keyword Analysis,
Youtube Metrics, Youtube Automation, tools like INVIDEO,
SocialBLADE, etc.
 Module 4
Paid Media Marketing

4.3 Other Channels

4.3.1 Linkedin, Affiliate Marketing

Types of Linkedin Ads, Campaign Design, Audience selection,

Campaign Optimization
Affiliate Marketing with the help of tools - Description, Use
cases, Methods employed, Scaling potential, Quality
evaluation

4.4 Adwords Simulator

4.4.1 Adwords Simulation Exercise
Walkthrough of a Demo Ads account of a typical ecommerce brand
Do the keyword research, campaign structure, adcopy, conversion
events
Set up the campaigns
Campaign to be run for the duration of a week - 1 hr per day to be
utilized
Creating daily, weekly reports, and identifying bids & budgets
Create monthly plan using dummy data + extrapolations
Identifying anomalies, outliers, trends using the account
Creating dashboards with the help of AI tools for specific KPIs
Analysis of Audience, search terms, bids, negative keywords, adcopies,
Conversion performance
 Module 5
Analytics, Measurement

5.1 Introduction to Analytics

5.1.1 Purpose & Types of Digital Analytics

Google Analytics(GA4) Walkthrough - Audience, Channel, Source,
Medium, Events, Behaviour, Difference between GA4 vs UA
Understanding Data patterns, Outliers, Trends, Graphing &
Visualization
Excel Exercise in Data analysis using GA Data
Types of Analytics setup required - GA, Search Console, Appsflyer,
Facebook Audience (GA 360, Omniture etc can be considered)

5.2 Advanced Analytics 5.3 Analytics Simulator

5.3.1 Analytics
5.2.1 Analytics Setup Simulations
Walkthrough of a Demo Analytics
Google Analytics Setup
account of a typical ecommerce
Google Tag Manager - Setup, Events, Triggers, Data
account
Layers (Add a Hands-on exercise)
Identifying anomalies, outliers,
Analytics Reporting - Linking to other platforms such
trends using the account
as Adwords, Search Console
Creating daily, weekly, monthly
Setting up Dashboards, Templates, Behaviour Flow
reports, and identifying algorithm
checks
updates
Terminology - Pixel tracking, Attribution, Sampling,
Creating dashboards for specific
Enhanced Ecommerce
KPIs
Google Data studio Setup - reporting, automatic email
Analysis of Behaviour, Audience,
setup, Alerts, Outlier/anomaly detection
Product, Source/Medium data
Setting up calculated fields, Pivots,
and filters
 Module 6
Media Planning & Buying

6.1 Introduction to Media Planning &

Buying

6.1.1 From Brief to Execution

Objectives Mapping - Understanding the media brief
Terminology - TG, Reach, Frequency evaluation, Audience Quality,
Placement & Reach reporting
Roles in the Media Buying Team
Constructing & Dissecting a Media Plan
Types of Digital Media Inventory
Types of Ad types & their Features

6.2 Advanced Media Management

6.2.1 Advanced Media

Management

Native Advertising with analytics and tools

Terminology - Attribution, DCM, DBM, DSP, Media Invoices, Ad
Exchanges, etc
Programmatic Advertising
Impact buying - Roadblocks, Reserved buys, Youtube planning,
Content sequencing
 Module 7
Online Reputation Management

7.1 Introduction to ORM

7.1.1 What can go wrong online for

your brand- How to track, solve &
Measure Reputation.

Channels to keep track

Nature of Comments (Transactional, Complaint, Compliment, Feature Request,
Claim, Referral, Engagement)
How to measure Reputation (with the help of tools) - Building an Index &
Dashboard
Responding to Crisis & Damaging situations - Best Practices
Moment Marketing meets ORM - Turning Problems to Opportunities
Roles in the Social Media team
How to build your Brand's Social Presence
Terminology - Likes, Shares, RTs, Reach, Organic Share, Followers, Influencers
Social Media Activity Calendar - Content Creation, Amplification, Engagement,
Content pillars
Types of Content - Informational, Contests, Topical Series, Brand Education,
Hashtag, Explainers, Blog post
Posting & Reacting Strategy to maximize views, engagement, shares
 Module 8
Advanced Social Media Marketing ,
Influencer Marketing

8.2.1 Growing & Sustaining your

Brand's Social Presence

Understanding Brand Guidelines and the

Brand's Purpose

Aligning the TG, the message, the Best

practices for the Brand

Social Media Analytics with the help of

tools

Meme marketing - how to do Moment

Marketing well

Mastering the Post types (with the help of tools) -

Newsfeed, Story, Video, Thumbstoppers, Hashtags,
Subverting known formats

Influencers Partnerships, intro to influencer

marketing, types, tools, AI tools, AI influencer
marketing, Why to do? , Analytics, Influencer
Strategy, difference between affiliate and
influencer, etc

Content Repurposing, Seasonality trends,

Collaborations

Usage of Mixed-Media
 Module 9
E-Commerce, Email Marketing

9.1 E-Commerce

9.1.1 E-Commerce
Dynamics of a Ecommerce advertising, Ecommerce Business models
Ecommerce Platforms, How to build an ecommerce website? How to
integrate payment gateway?
Metrics in Ecommerce
Basics of inbound marketing and lead generation
Understanding differences in B2B, B2C lead generation
CRO- Conversion Rate Optimization

9.2 Email Marketing

9.2.1 Email Marketing

How to do email marketing? Types of Email
Marketing campaigns
Email marketing Tools - Mail chimp, YAMM, AI
TOOLS, CLOUDHQ, etc

9.3 Landing Pages

9.3.1 Landing Pages

CTA-Call to action, Importance of landing page,
How to built, landing page Do’s and DONT’s tools
like Linktr.ee, CANAVA, ADOBE, Google sites, etc
 Module 10
Affiliate Marketing, Bonus Topics

10.1 ASO App Store Optimization

10.1.1 Mobile Marketing

ASO App Store Optimization, Objective of ASO and ASO
factors
Whatsapp Marketing tools and analytics
Mobile Marketing strategy, mobile campaigns, campaign
optimisation, mobile metrics, case studies, tools etc

10.2 Bonus Topics

10.2.1 Bonus Topics

OTT Ads,analytics and tools
SOSTAC Framework
Latest trends in digital marketing