Advanced Digital Marketing

Advanced Digital Marketing

Course Description

We live in an era where we use the Internet for everything. Millions of people use their laptops, tablets, smartphones, and computers to conduct their business online daily. The growing popularity of the Internet has created a massive opportunity for companies to grow their business influence in the world of online space. In addition, the increasing trend of digitizing businesses has generated the need for a new type of professionals. One with knowledge of the industry and digital marketing.

Considering the growing demand for digital marketing and the new job opportunities coming up in the future, we have designed our “Advanced Digital Marketing” course.

  • A comprehensive syllabus, including Programmatic Advertising
  • Stipend-based internship
  • Placement assistance
  • Students will get Google certifications in Google Ads and Programmatic Advertising

Who can enroll in this course?

Graduates, post-graduates, final-year students, and professionals interested in sales and marketing are eligible to do this course.

Teaching Methodology

The course progresses in the following manner:

Month 1: Theory + practical classes with projects

Month 2: Same as month 1

Month 3: By the middle of the 3rd month, students are ready for the internship program and sent for internships(based on the interview performance). Internships are of 3 months duration.

Month 4 & 5: Internship

Month 6: The internship ends by the middle of the 6th month. The students return to the centre, complete all necessary updates in digital marketing, and get processed for the final placement.

N.B: All internships to students are stipend-based internships where the stipend varies in the range of 10K-15K per month.

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Digital Marketing Trends

In this module, we will teach you about the Digital Marketing industry. We will make you understand the different digital marketing channels, various search engines, how search engines work, and programmatic advertising. You will also get an idea of “Why Programmatic Advertising is considered the future of Digital Marketing.”

  • Introduction to Digital Marketing
  • What are Search engines
  • How Search engines work
  • Introduction to SEO, SEM, and SMM
  • Introduction to Programmatic Advertising
  • Some Myths about Digital Marketing
  • Assignment and Research Work
Web Designing & WordPress

In this module, we take you to the world of website design. You will learn how to design a website from scratch using WordPress. We will teach you about WordPress’s different themes and plugins and show you how to implement them on a live project. We will train you in HTML and JavaScript too.

  • Introduction to WordPress
  • Themes
  • Plugins
  • Elementor
  • Page Design
  • Technicalities of WordPress
  • Live Project, Assignment, and Research
Content Creation

You will understand the importance of Content in marketing and learn the responsibilities of a content team. We will ask you to research and curate Content for different live projects while adhering to industry standards. Also, we will teach you about the various content marketing tools used while curating Content.

  • Keyword Research
  • Content Writing
  • Use of AI in Digital Marketing for Content Creation & SEO
  • Content Calendar Creation
  • Copywriting
  • Plagiarism
  • Research work
SEO and Metrices

In this module, you will learn everything about the process involved in SEO. First, you need to implement SEO techniques practically on different live projects. Then, you must create SEO strategies for the respective projects. Also, we will teach you how to measure and optimize  performance and strategy. You will work on three different practical-oriented assignments during these modules.

  • On-Page SEO
  • Off-Page SEO
  • Technical SEO
  • Sitemaps
  • Robots.txt
  • Site Structure
  • Mobile Optimization
  • Duplicate Content Issue
  • Link Analysis
  • Crawlability Issues
  • Internal and External Linking
  • SEO Audit
  • Advertising Metrices
  • Assignments, Live projects & Research
MS Excel

This module covers the basics and advanced functionalities of MS Excel. In addition, we teach you how to use this tool for reporting purposes. 

  • Importing Data
  • Navigation
  • Worksheets
  • Data Manipulation
  • Format Tables
  • Formulas and Functions
Online Ads

This module will tell you about the different Online Advertising platforms. In addition, you will get an idea of how other platforms work. In this course, you will be asked to create ad strategies for different platforms and implement those on live projects. We will also teach you about the reporting part for all the platforms and optimize the campaigns and strategies in real time.

  • Google Ads
  • Search Ads
  • Display Ads
  • Video Ads
  • App Ads
  • Microsoft Advertising
  • Native Ads
Social Media Marketing

In this module, you will learn everything about social media. You will understand all the skills required to create Social Media strategies, both Organic and Inorganic. You will also gain an in-depth understanding of Paid Social Media Advertising by running, analyzing, and optimizing your social media campaigns for live projects. During this module, you will learn how to develop a brand, build a community, and use your expertise to develop and grow the business and brand.

  • Organic Marketing on social media
  • Facebook and Instagram Ads
  • Linked In Ads
  • Twitter Ads
  • Live Project and Assignment
Google Analytics

In this module, you will acquire the skills to use  Analytical tools and practically understand the google analytics platform. In addition, you will become proficient in using the platform and will be asked to use it to analyze the performance of your campaigns and live projects using the tool.

  • UTM Parameters
  • Event and Conversion Tracking
  • Dashboards
  • Custom Reports
  • Real-time Reports
  • Audience Reports
  • Acquisition Reports
  • User Behavior Analysis
  • Conversion Reports
  • Attribution Model
Email Marketing

In this module, you will learn about Email Marketing – what it is, when we should use it, why we should use it, and the dos and don’ts of Email Marketing. We will discuss how you can use your skills to grow a business effectively. You will get hands-on experience with the best tools for creating professional emails. It will teach you how to manage your contacts and deliver your emails in a strategized way. Further, the candidates will learn about email automation, the Double Opt-in Method, and emails with Call-to-Action (CTA).

  • Introduction to Email Marketing
  • Email Designing
  • Email Marketing Tools
  • Do’s and Don’ts
  • Research and Assignment

This module will help you generate a revenue stream through multiple channels. We will teach you the concepts of generating online revenue through various channels and practically show you how to execute the strategies on different projects.

  • Affiliate Marketing
  • Introduction to Affiliate Marketing
  • Affiliate Networks
  • Google AdSense

In this module, you will get an overview of SEO on YouTube. Under this module, we will teach you how YouTube Analytics works. Also, you will get an in-depth idea about the Monetization of the YouTube channel.

  • SEO for YouTube
  • YouTube Analytics
  • Use of AI in video creation
Programmatic Advertising

Programmatic Advertising is said to be the future of digital marketing. As per the latest trend, around 80% of the total spend on display ads is through Programmatic Advertising. You will learn everything about Programmatic Advertising, its current and future applications, and its types.

  • Introduction to Programmatic Advertising
  • IAB
  • Programmatic Ad
  • Buying – Benefits and Challenges
  • Online Advertising Platforms
  • Google Ads vs. Programmatic
  • Future of Programmatic Advertising
  • Types of Programmatic Advertising
  • Ad Networks 

Programmatic is known for its real-time auctions and for delivering the advertisement to the right person at the right time. RTB plays an essential role in selling remnant inventories for the publishers and helps the advertisers purchase the inventories at the market price prevailing at the right time. This unit will teach you the entire RTB ecosystem, its components, and the system’s functioning. Hands-on with RTB components like SSP and DSP is part and parcel of this unit.

  • Open RTB Ecosystem
  • Components of RTB
  • Functioning of RTB
  • Players in the RTB Ecosystem
  • Pros and Cons of Open RTB System
Programmatic Direct

Parallel to RTB, Programmatic Direct deals with the different deals between the advertiser and the publisher. So first, learn about this great revenue generation model for publishers and how RTB differs from Programmatic Direct. Then, set up a programmatic direct advertising campaign for the publisher and the advertiser using the ad servers and SSP.

  • Auctions in Programmatic Advertising
  • RTB vs. Programmatic Direct
  • Comparison between the Programmatic Deals
ATD and Audience Data

This unit discusses the different categories of audience data and cookies. Understand the importance of cookies in the advertising ecosystem. Also, learn about cookie-less advertising environments- the future.

  • Need for ATD
  • Types of Audience Data Cookies and their types
  • Cookieless Identity Solutions

Data is the most important element in the entire online advertising industry. Hence, the Database Management Platform (DMP) is essential in targeting the correct audience at the right time. The unit covers all about DMP and its integration with the DSP.

  • Understanding DMP
  • Different DMP Platforms
  • Functioning of DMP
Ad Servers

You understand and then practically implement your concepts in Ad Servers like Google Ad Manager and Campaign Manager 360. Implement line items and serve ads on your website.

  • GAM
  • Campaign Manager 360
Waterfall Model

The waterfall model concept started in 2010 and is still the most effective auction dynamics in the programmatic buying model. Set up a waterfall model using GAM and understand the behavior of different SSPs in the waterfall environment.

  • How the Waterfall model works
  • Use of Waterfall model
Video Ads

Video ads always help a brand to tell its story better than any other Ad format. This chapter tells you about the different types of video ads and their applications.

Basics of Designing Using Canva

Learn how to create basic ad designs using Canva. These designs are later used in Google Display Ads and Programmatic Ads. 

Also, learn the use of AI in image creation. 

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