Course Content of Digital Marketing

Digital Advertising & Social Media Content Creation and Social Media Marketing

Part 1

Digital Advertising

• Evolution of Online Advertising (60 Minutes)

• Evolution of the web
• Commercialization of the internet
• Digital Industry Players
• How Digital Complements Print Advertising
• How Digital Complements Broadcast advertising
• Online Audience Measurement
• Career Opportunities in Digital
• Digital Jargon

• Types of Online Advertising (120 Minutes)

`

• Evolution of standard online ad units
• Innovative Formats
• Digital Breathes life into familiar marketing formats
• Video Ad formats
• Social advertising formats
• Email advertising
• Mobile Apps
• Delivery of Online Ads
• Metrics for measuring campaign performance
• Pricing Models

• Digital Platforms (180 Minutes)

• Search Marketplace
• Search Players
• Marketing opportunities in Search
• Social Marketplace
• Social platforms and Players
• Marketing opportunities in Social
• Mobile Marketplace
• Mobile Devices

• Digital Campaign Planning and Measurement (180 Minutes)

• Setting Campaign Objectives
• Digital Media Planning Process
• Digital Media Selling Process
• Digital Campaign Implementation
• Campaign Tracking and Optimization
• Campaign Measurement Tools
• The New Consumer Journey
• Case Studies

• Presentations by Learners based on actual client brief(120 Minutes)

Part II

Social Media Content and Marketing

• Evolution of Social Media (60 Minutes)
• Evolution of the web
• Commercialization of the internet
• Social Media Industry Players
• Differences between Social and Mainstream Media
• How Social Media Complements Print and Broadcast
• Evolution of Social Media after Smartphone revolution

• Social Media Platforms – Functionalities and Best Practices

(240 minutes)

• Facebook
  • Facebook Jargon
  • Page Management
  • Group Management
  • Facebook for broadcast
  • Facebook Live

• Twitter
  • Twitter Jargon
  • Twitter Trends
  • Twitter as influence maker

• YouTube
• WhatsApp
• Instagram, Snapchat and other platforms
• Podcasts
• Other Social Media Platforms
• Social media security and privacy

• Social Media Content Strategy (180 Minutes)
• The new age Social Media user
• Social Media Psychology
• Various roles in a Social Media Team
• Prerequisites of a successful Social Media Admin
• Writing for Social Media
  • Content for Facebook
  • Content for Twitter
  • Writing group specific content
  • Crowd Sourced Content
• Graphics for Social Media
• Videos for Social Media
  • Viral Videos
  • Collaborative Videos
• YouTube Tags and keywords
• Content tweaks for Mobile Devices

• Social Media Campaign Planning (180 Minutes)
• Setting Campaign Objectives
  • Social Media for Corporate Houses
  • Social Media for Non Profits
• Social Media Planning Process
• Tweaking campaigns for Mobile Marketplace
• Social Campaign Implementation
• Campaign Tracking and Optimization
• Campaign Measurement Tools
• Social Media Analytics
• Career Opportunities in Social
• Case Studies

• Presentations by Learners based on actual client brief(120 Minutes)