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• Overview of Digital Advertising industry and its key players

Course Content
Module 1 : Digital Marketing Certificate Fundamentals
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• The Digital Age Vs. Old-Fashioned Marketing Practices
• Digital Marketing Major concepts
• How to set up your business in the digital sphere?
• Social Media Marketing & Engagement
• What’s content? How content marketing contributes to any brand success?
• What’s Search Engine Optimization and how it affects your digital marketing effort?
• Introduction to Email Marketing and where it stands in the purchasing funnel?
• What is Digital Marketing Measurement Strategy? How to implement an efficient one?
Module 2 : Build Up Your Website & Manage Your Online Visibility
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• Setting up your Marketing Objectives & Measurement Plan your Business Website Must-haves
• Audience Structuring & Persona Building
• Manage your Website Content Dos & Don’ts
• Implementing an SEO Strategy to easily get found
• Website SEO Assessment & Competition Analysis
• Keyword Research & Analysis
• Link building & Content Optimization
• On-Page SEO Vs. Off-Page SEO
• Software to automate the process of SEO
• Measurement Strategy and Iteration
• Case Studies and success stories
Module 3 : Content Marketing & Blogging
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• What is Content Marketing?
• The role of content marketing in a multi-channel marketing world
• Understanding your business objectives for content marketing
• Identifying key user journeys and touch points, and creating compelling content for your target segments at the right time and right place.
• Brand storytelling – the role of branding and the concept of storytelling
• Integrated marketing approach for distributing content across digital media channels.
• Measuring success – analytics and KPIs
• Content Marketing Role in SEO and PR
• Inspirational Content Marketing case studies
Module 4 : Social Media & Email Marketing
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• Introduction to Social Media Websites
• How to choose the best Social Media Mix For Your Business (Facebook, Twitter, LinkedIn & Instagram)
• Setting up the Social Assets & Strategy Setting
• Audience Segmentation Strategies
• Content Creation & Distribution
• Digital Engagement & Channels Moderation
• Email Marketing Essentials and its role in the overall Digital Marketing Mix
• The Dos & Don’ts of a perfect Email Shot
• Writing Styles and how to ensure an increasing open rate?
• What are the Email Campaign metrics to look after?
• Case Studies and success stories
Module 5 : Digital Advertising & Performance Media
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• Overview of Digital Advertising industry and its key players
• What are the common goals of digital advertising? Touching on the concepts of conversion, lead generation and Engagement
• Google Adwords and account setting
• Google Campaign Structure & Best Practices
• Ad Sizes & how to perfectly write a great ad copy?
• Display Vs Search Ad Campaigns
• Optimization Techniques For Google Advertising Campaigns & How to Measure Campaign Performance?
• Introduction To Social Media Advertising
• Facebook Campaign and Ads Manager Structure (Power Editor)
• Different Types of FB Campaigns and How to set up your first campaign
• Determining Audience segments by demographics and interests
• Reporting Campaign performance and Metrics to assess marketing objectives
• Introduction to LinkedIn Advertising
• LinkedIn Campaign Set up and Targeting Techniques
• Twitter Advertising & Marketing Tactics
• Setting up Twitter advertising campaign and Optimisation tactics
• Introduction to Re-targeting Tactics in the digital Advertising World (Remarketing)
• A/B Testing in the digital and how split testing works
• How to create landing pages that converts?
Module 6: Digital Analytics & Measurement
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• Introduction: Why Marketing Analytics is Important to measure your business success
• How to Measure Websites performance & Landing Pages
• Metrics to measure your Social Media Marketing performance
• What to keep in mind you’re assessing your SEO efforts?
• How to Use Google Analytics to assess your social media effort?
• How to set Goals and conversion on Google Analytics?
• Advanced Google Analytics tactics to gauge SMM, PPC and Email Marketing
Digital Marketing Certificate
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