Digital & Online Marketing

Module 1 - Features and Benefits of Digital Marketing

·Marketing activities, the marketing mix

·Relationship and differences between digital marketing and online marketing

·Touchpoints and pain points, data analytics, glossary of marketing terms

·Benefits of digital marketing, possible drawbacks of online marketing

Module 2 - Principles of Marketing

·The role of marketing, markets and target audiences, marketing plans & strategies

·Consumer psychology and behaviour, consumer research

·Market share, research and surveys, test marketing, marketing budgets

·Market segmentation, the product life cycle (PLC), the promotional mix

Module 3 - Major Digital Marketing Channels

·Online platforms and offline placement opportunities

·Social media marketing, content marketing, email marketing, pay per click (ppc)

·Influencer marketing, viral marketing, mobile marketing, affiliate marketing

·Broadcast media, digital media planning, the VREA framework, apps

Module 4 - Market Segmentation & Data in Digital Marketing

·Identifying market segments, benefits of segmentation

·Demographic, psychographic, behavioural, geographic and firmographic segmentation

·Data-driven marketing, the benefits, data collected, data collection methods

·Tracking and analysing data, user experience optimization

Module 5 - Social Media Marketing

·Virtual networks, communities, social media accounts, engagement, posts, following

·Customer feedback and reviews, social media advertising, monitoring, testimonials

·Asking for and responding to online and customer reviews, customer pain points

·Pillars of social media marketing, strategy, content mix, brand partnerships

Module 6 - Viral Marketing

·Sharing of messages, engagement via likes, shares, comments, discussion

·Advantages, psychology, motivations, importance of online sharing

·Viral content, types of content, emojis and memes, special offers and giveaways

·Viral marketing campaigns, campaigns features and key factors, mistakes to avoid

Module 7 - Search Engine Optimization (SEO)

·Making websites more visible and relevant, importance of ranking, ranking factors

·Search engine optimization, search engine functions

·Stages in SEO, goals of SEO, categories of SEO, SEO strategy

·How search engines work, hyperlinks, glossary of technical terms, URLs, Robots.txt

Module 8 - Keywords & Keyword Research

·Terms users input to search engines, types of keywords, search intent key words

·Trending, evergreen and LSI keywords, primary and secondary keywords

·Keyword research, reasons and stages, research tools, keyword properties

·Competition, competitor keywords, competitor keyword analysis, mapping & strategy

Module 9 - Website Design & Development

·Website creation & design, navigation, testing; professionals, freelancers, templates

·Website marketing strategy, quality, marketing messages, domain names, web hosting

·The home page, landing pages, customer journey stages, interaction and interface

·Online payments, payment service providers, merchants, customers, financial acquirers

Module 10 - Website Content

·Appealing to the senses, visual appearance, usability, focusing on the needs of users

·Website structure, sections of a website and of website pages

·Types of web content, text, media, images, videos, headlines and titles

·Key elements of good body content, strategic calls-to-action, social proof

Module 11 - Content Marketing

·Inbound marketing, pulling in prospects, attracting, engaging, converting, closing, satisfying Content planning, creating, distributing, sharing, publishing

·Outbound marketing, pushing messages, customer relationship management

·Measuring content effectiveness, backlink building, marketing automation

Module 12 - Performance & Influencer Marketing

·Performance marketing, results-driven digital marketing, organic marketing

·Paid, owned, earned, shared and converged media

·PPC marketing platforms and ads, budgets click-through rate, auctions, ads bid strategies

·Influencer marketing, sponsors, sponsored content, brand ambassadors, payments