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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)

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  • 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)

 

 

 

 

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