Professional Course On Digital Marketing

Digital Marketing is a global Business Phenomenon. The scope and growth of The digital marketplace in the last five years alone has been immense . Maximising your digital marketing strategy to obtain global customers has never been such an essential business need.
Digital Marketing has revolutionised the way business is done and produced a myriad of Opportunities to the global marketplace. To compete, grow and be successful in business worldwide digital marketing skillsets are Key. The potential for organisations with a comprehensive digital marketing strategy is limitless.

Digital Marketing

Search Engine Optimization (SEO): The Online Content Factor, Search Engine Algorithms, Impart, Spamming, Online Advertising, Web Keyword Strategy, Link Relevancy, Ranking by Ethical Means. Practical Exercise - BMW Case Study.

Search Engine Link Management: White Hat Optimization, Link Exchange, Web Directories, Long Term Online Planning, Web Analytics, Web Page Tagging, Server Log File Interpretation, Building Quality Online Links, Link Farms and Online Link Exchanges, Site Maps.

Analysing the Web:

Website Hits, Page View Analytics, Recording Online Visitor Statistics, Time of Visit to Website, Keyword Phrase Used, IP Address Information, Web Arrival and Exit Pages, Logfile versus Page Tagging, Web Click Tracks and Google Analytics, Benefits of Web Analytics.

The Google Factor: Google Adwords features; Adwords Policies; Google Adwords Distribution; Google Adwords Pricing and Ranking; Internet Position Performance; Google Online Account Creation and Navigation; Google Keyword Matching; Google Location Targeting; Google Web Text Ad Creation; Google Online Reports, Analytics and Conversion Tracking

Authority Internet Sites:

Definition, Authority Site Formula, Visitor Optimization, Contact Optimization, Creative Digital Marketing, Anatomy of an Authority Site, General Domains, Sub Domains, Creating an Effective Authority Site, RSS Feeds, Interactivity Onsite, Consistency, Points to Blog.

Keyword Management:

Key - Genetic Modifiers, Location, Price, Types, Industry Specific, Keyword Tools. Keyword Phrase Research, Keyword Buying Phrases, Focused Product Related Pages, The Tier System and Keyword Evolution, Choosing Keyword Density, Effective Keywords, Regionalization of Keywords.

Factors Influencing Web Optimization:

Domain Name Selection, Inbound Linking and the Anchor Text Factor, Landing Page Optimization, Spiders, Crawlers and Robots, Principals of Attracting Robots, Maximizing your Website's Title Tag, Head and Meta Tag Content, Opening Paragraphs, -Promoting your Website: RSS Feeds, Public Relations Writing, Articles and Press Releases, Web Public Relations Campaign Management, Online Articles and Print Media, Press Release Writing, Successful Article Writing, Effective Press Releases, Media Outlets, Outsourcing, Dealing with Distribution Companies, Frequency of Press Releases and RSS Feeds.

Writing For the Web:

Creative Writing for the Web, Writing for your Client, Relevant Marketing Content - Importance of, Simple versus Complex Marketing Messages, Keeping a Natural Flow to your Marketing Content, Optimizing Online Content, Keyword Management, When to use Key Words, Ratio of Prose to Keywords, Importance of Homepage Content, Images and Art Text, Importance of Spell Checking, Using a Copywriter.

Public Relations

PR Defined; Its Role within the Promotional Mix; PR Techniques and Methodologies - Online & Offline Press Relations, Public Affairs, Lobbying, Press Releases, Broadcasting, Photography, Literature and Printing; Crisis Management, Contingency Planning and Corporate Image; PR Planning - Setting Objectives, Budgets, Proposals; Fundamentals of Sponsorship; Types of Sponsorship - Sports, Cultural, Education and Charity; The Sponsorship Management Programme - Objectives, Selection, Budget, Agency and Event Management; Measurement of Effectiveness.

Online Public Relations

The Social Media Landscape

Blogs, Microblogs, Chatrooms, Delicious, Email, Flickr, Twitter, Instant messaging, Message Boards, Mobile Internet , New Media Releases, Online Conferencing, Online Surveys, Pay per click, Podcasts, RSS, Search Engines, SEO, Social Networking Service Sites, Video Sharing, Virtual worlds, VoIP, Wiki and Widgets. The Internet as a Media

Commercial Implications of the Internet, Social Interaction with the Internet, Web 2.0 and its Implications, Internet Convergence, the Network Effect, Internet Information Exchange, Internet Audience Size and Exposure, Internet Culture and Communication, Transparency and the Internet. Online PR building blocks

Online Communications Platforms, Online Communication Channels, Online Communication Mediums, Interactivity and Application of Communication Channels, Policy, Optimization, Monitoring and Evaluation of Online Communications Channels, Online Communications Channels Planning and Implementation. Social Media and PR strategy

Local versus Global Communication, Landscaping Platforms, Channels and context, Online PR Organisational Analysis and Segmentation, Developing Online PR Strategies, Online PR Tactics and SEO considerations, Online PR Planning, Managing Online PR Risk and Opportunities. Online Influences on Present PR Practices>

Internet influence on News, Internet Journalists, Economics of Online News Production, Internet Critics and other influences, the PR Practitioner as an Online Publisher, Ethical Internet PR, Truthfulness and Duty of Care, Online Ethics, Debate, Guidelines and Best Practice. Monitoring and Evaluation of Social Media Discourse, Trends and Value. Policy Influences, corporate speak. Implications of Social Media for Corporate Social Responsibility.

Google Adword Management

Google Adwords

Google AdWords and Online Advertising: The Basics, Tour of Google AdWords Environment, Creating and Managing a Google AdWords Account, Building an Google AdWords Campaign, Keyword research and tools, Creating compelling Google Adwords adverts, Managing a Google Adwords Campaign, Tracking Google Adwords advert performance, Google Analytics, Split Testing, Website performance Optimization, Managing Multiple Accounts.

Google AdSense

Introduction to Google AdSense, Setting up an account, Building a content-rich website, Designing a content advert, AdSense for Search, AdSense options, Tracking AdSense performance, AdSense Reports. 

Search Engine Optimization

Introduction to Search Engine Optimization:

How people search the web, Determining your objectives and defining your site audience, Planning your SEO campaign, Keyword Generation, Adding Content and Meta Tags, Link Building, Developing an SEO Friendly Website, Optimizing your site for Major Search Engines, Submitting your website URL to Search Engines, Local Business Listings, Pay Per Click and Google AdWords, Measuring your results – Web Metrics, Things to that might adversely affect your SEO, Working with SEO Plug-Ins

Social Media

Introduction to Social Media and Social Networking, How Social Media is transforming the way we do Business, Facebook, Twitter, YouTube, Bebo and MySpace, LinkedIn, Flickr and Picasa, Blogs and Blogger, MeetUp and Ning, Second Life, Social Bookmarking – Delicious, Digg and StumbleUpon, Running a Social Media Marketing Campaign, Measuring the Success of Social Media Marketing, Social Media Marketing - Case Studies

Advertising

Strategic

Introduction to Advertising; Representative Bodies; Codes of Practice; Relationship between Advertising, Advertisers, Media and PR; Advertising Agency - Structure, Appointment, Remuneration and Evaluation; Strategic Development and the Creative Process. 

Creative

Creativity in Advertising; The Creative Process - Themes, Rational and Emotional Motives to Purchase; Testing Creative Effectiveness; Campaign Creation and Development - Key Procedures, Considerations and Methodologies; Exploring Opportunities for Integration with other Communication Techniques - Sponsorship, PR, Sales Promotion, Direct Marketing and E-Commerce. 

Media

Media Planning Process - Media Options, Identification and Critical Analysis; Budgeting for Media Choice and Scheduling; The Role of Media in the Advertising and Promotional Mix; The Media Buying Department - Form and Function; Media Classes and Vehicles, Structure, Characteristics, Planning, Evaluation and Scheduling.

Campaign Management

Formulating Strategic Advertising Campaigns to support Branding, Segmentation and Positioning Strategies; Campaign Research and Evaluation of Effectiveness - Pre and Post Testing Techniques; Understanding Consumer Behaviour and Market Research in Advertising Composition; Integrated Marketing Communications - Definition, Key Features and Benefits.

E-COMMERCE - Website Creation

The E-Commerce module is broken down into two sections. The first one deals with the Theory of E-Commerce and how to set up an E-Commerce solution for a business. It also goes into some detail on the various types of E-Commerce. The second section deals with web site design. This covers HTML, XHTML and CSS and serves as an introduction to web site design and development.

The Theory of E-Commerce

What is e-commerce?; Definitions; Advantages of e-commerce; Limitations of e-commerce; The 1st and 2nd waves of e-commerce; Categories of e-commerce; Working with PayPal; Electronic Wallets; Metered Payments; Off the shelf e-commerce solutions.

Career Benefits:

Due to the rapidly increasing use of the internet, many companies now have a significant digital output or online presence, and so specialised digital marketing positions are on the increase.

Qualifications:

There are no specific qualifications that are a requirement for this role. Despite the modern job title, most employers seeking digital marketing executives will look for someone with a traditional academic background. Since marketing in any medium requires strong written skills, the ideal candidate is likely to have a degree in a humanities subject. Any qualifications that demonstrate a strong familiarity with the internet and web design will be a plus.

Digital Marketing Executive need to be:

Be comfortable writing and communicating effectively about technology

Have a strong interest in the future of digital products

Think creatively about innovative approaches to marketing

Understand what makes a good online marketing campaign

Enjoy explaining the benefits of software to people who are not already familiar with it

Experience:  

For an entry-level role into digital marketing, the ideal candidate will be able to demonstrate a good mix of creative and technical skills. For a more senior role, they will have significant experience of digital marketing, and this may be complemented further by a background in web design and development.
Salary:
The salary package in Digital Marketing can vary greatly depending on the size and profitability of the company. While it is often in line with the salary of a Marketing Manager with typical salaries ranging between Rs. 5 - 30 lakhs

Duration

8 weeks (1 day a week)

SESSION HOURS

3 Hours

Fees : Rs. 16,999 + Tax

Note:
• Full course fee should be paid in advance
• Discounts are available for bulk registration of more than 3 participants
• Fees once paid are non-refundable and non-transferable