Module 1 – Fundamentals of Digital Marketing (6 hours)
- What is Digital Marketing & how it evolved?
- Online vs Offline marketing
- Digital marketing channels overview (SEO, SEM, Social Media, Email, Content, Influencer, Affiliate)
- Understanding the buyer’s journey (Awareness → Consideration → Decision)
- Key tools overview (Google Analytics 4, Search Console, Meta Ads, Canva)
Hands-on:
- • Key tools overview (Google Analytics 4, Search Console, Meta Ads, Canva)
Module 2 – Website & SEO (Search Engine Optimization) (10 hours)
- How search engines work (Google algorithm basics)
- Keyword research tools (Ubersuggest, SEMrush, Ahrefs)
- On-page SEO (meta tags, headings, alt text)
- Off-page SEO (backlinks, guest posting)
- Technical SEO (site speed, mobile-first, structured data)
- SEO reporting & KPIs
Hands-on:
- • Optimize a webpage for a target keyword
- • Audit a website using free SEO tools
Module 3 – Search Engine Marketing (SEM) & PPC Ads (8 hours)
- Google Ads account setup
- Campaign structure (Search, Display, Shopping, Video)
- Keyword bidding strategies
- Writing ad copy that converts
- Measuring ROI & CTR
- A/B testing ads
Hands-on:
- • Create a mock Google Ads search campaign
Module 4 – Social Media Marketing (10 hours)
- Social media platforms & audience targeting (Instagram, Facebook, LinkedIn, TikTok, YouTube)
- Creating an engaging content calendar
- Paid social media ads (Meta Business Suite, LinkedIn Ads, TikTok Ads)
- Community management & engagement strategies
- Social media analytics
Hands-on:
- • Design a week-long content plan for Instagram using Canva
- • Run a mock Facebook ad campaign
Module 5 – Content Marketing & Copywriting (8 hours)
- Types of content (blogs, videos, infographics, reels, podcasts)
- Storytelling for brands
- Content distribution channels
- AI tools for content creation (ChatGPT, Jasper, Canva Magic Write)
- Copywriting formulas (AIDA, PAS)
Hands-on:
- • Write a blog post & create a social post from it
- • Generate ad copy with AI tools
Module 6 – Email Marketing & Automation (6 hours)
- Building email lists (ethical practices)
- Email campaign design (Mailchimp, HubSpot)
- Segmentation & personalization
- Automation workflows
- Email analytics (open rate, click rate, conversions)
Hands-on:
- • Create a welcome email automation for a brand
Module 7 – Analytics & Conversion Optimization (8 hours)
- Setting up Google Analytics 4 & Search Console
- Tracking KPIs & goals
- UTM tracking for campaigns
- Conversion rate optimization (CRO) techniques
- Heatmaps & user behavior tracking (Hotjar, Microsoft Clarity)
Hands-on:
- • Set up GA4 tracking for a sample website
- • Analyze a campaign performance report
Module 8 – AI in Digital Marketing & 2025 Trends (6 hours)
- AI content creation & personalization
- Predictive analytics for customer targeting
- Chatbots for customer support
- Voice search & AI assistants
- Influencer automation platforms
- AR/VR in marketing
Hands-on:
- • Build a basic AI chatbot for customer queries
- • Use AI to generate a month’s social media content ideas
Module 9 – Capstone Project (10 hours)
Project Theme:
- Create and present a complete digital marketing campaign for a chosen product/service, including:
- 1. Target audience research
- 2. SEO plan
- 3. Social media ads
- 4. Email sequence
- 5. Analytics setup
Final Deliverables:
- • Strategy document
- • Live ads (optional if budget available)
- • Campaign analytics report
Assessment & Certification
- • Weekly Quizzes: 20%
- • Assignments: 30%
- • Capstone Project: 50%
- • Minimum 60% score for certification
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