Course Duration: 4-5 weeks (can vary depending on depth and frequency of classes) Course Level: Beginner to Advanced

Prerequisites: Basic computer and internet skills, familiarity with social media is helpful but not required.

Module 1: Introduction to Digital Marketing

• • 1.1 Understanding Digital Marketing
• o Overview of digital marketing and its importance
• o Traditional vs. digital marketing
• o Key terms and definitions in digital marketing
• • 1.2 Digital Marketing Channels and Strategies
• o Overview of different digital marketing channels
• o Integrated digital marketing strategy
• • 1.3 Setting Up for Success
• Tools and resources for digital marketing
• Setting SMART goals for digital campaigns
• Building a buyer persona

Module 2: Website Optimization

• 2.1 Conversion Rate Optimization (CRO)
o Understanding conversions and conversion funnels
o Techniques for optimizing website conversions
• 2.2 Search Engine Optimization (SEO) Basics
o Keyword research and planning
o On-page and off-page SEO
o Technical SEO basics

Module 3: Content Marketing

• 3.1 Content Marketing Fundamentals
o Role of content in digital marketing
o Content marketing strategy and planning
• Types of Content
o Blogging, video, infographics, eBooks, and more
o How to repurpose content across channels
• Content Distribution
o Organic vs. paid distribution
o Measuring content performance

Module 4: Search Engine Optimization (SEO)

• 4.1 Advanced Keyword Research
o Tools for keyword research (Google Keyword Planner, SEMrush, Ahrefs)
o Long-tail keywords and user intent
• 4.2 On-Page SEO Optimization
o Title tags, meta descriptions, headers, and image optimization
• 4.3 Off-Page SEO and Link Building
o Backlinking strategies
o Local SEO and Google My Business
• 4.4 SEO Analytics and Reporting
o Using Google Analytics and Search Console
o Tracking and measuring SEO performance

Module 5: Social Media Marketing

• 5.1 Social Media Platforms and Strategy
o Overview of major platforms (Facebook, Instagram, Twitter, LinkedIn, TikTok)
o Choosing the right platform for your audience
• 5.2 Social Media Content and Engagement
o Content creation and scheduling
o Building and engaging an audience
• 5.3 Social Media Advertising
o Paid advertising on social media (Facebook Ads, Instagram Ads, LinkedIn Ads)
o Targeting, budgeting, and optimizing ad campaigns
• 5.4 Influencer Marketing
o Working with influencers and brand ambassadors
o Measuring the ROI of influencer marketing

Module 6: Pay-Per-Click (PPC) Advertising

• 6.1 Introduction to PPC and Google Ads
o Understanding how PPC works
o Overview of Google Ads and Search Ads
• 6.2 Setting Up and Managing Google Ads
o Keyword selection and match types
o Bidding strategies and budgeting
• 6.3 Writing Effective Ad Copy
o Crafting compelling headlines and descriptions
o Best practices for calls-to-action (CTAs)
• 6.4 Google Ads Performance Metrics
o Key metrics: CTR, Quality Score, and ROAS
o Monitoring and optimizing PPC campaigns

Module 7: Email Marketing

• 7.1 Introduction to Email Marketing
o Benefits of email marketing
o Building an email marketing list
• 7.2 Email Campaign Strategy and Content
o Types of email campaigns (newsletters, transactional, promotional)
o Writing effective email subject lines and content
• 7.3 Automation and Segmentation
o Drip campaigns and automation tools (Mailchimp, HubSpot)
o Segmenting audiences for personalized emails
• 7.4 Email Marketing Metrics
o Analyzing open rates, CTR, and conversions
o Improving email campaign performance

Module 8: Analytics and Data-Driven Marketing

• 8.1 Introduction to Digital Marketing Analytics
o Importance of analytics in digital marketing
o Key performance indicators (KPIs)
• 8.2 Google Analytics Basics
o Setting up and navigating Google Analytics
o Understanding audience, acquisition, and behavior reports
• 8.3 Advanced Analytics and Attribution
o Multi-channel attribution models
o Using data to drive marketing strategy adjustments

Module 9: Affiliate and Influencer Marketing

• 9.1 Basics of Affiliate Marketing
o Overview and benefits of affiliate marketing
o Setting up and managing an affiliate program
• 9.2 Influencer Marketing
o Identifying and approaching influencers
o Creating contracts and setting goals with influencers
• 9.3 Monitoring and Measuring Success
o Tools to track affiliate and influencer performance

Module 10: Creating and Managing Digital Marketing Campaigns

• 10.1 Campaign Planning and Strategy
o Defining objectives, target audience, and channels o Budget allocation and timeline planning
• 10.2 Executing Digital Campaigns
o Content creation and launch strategies o Multichannel campaigns and tracking links
• 10.3 Measuring Campaign Performance o Analyzing data and reporting on results
o ROI calculations and insights for improvement

Capstone Project: Full-Funnel Digital Marketing Strategy

• Objective: Develop a complete digital marketing strategy for a hypothetical business or real-world client.
• Deliverables:
o Comprehensive digital marketing plan (including all modules covered)
o Executable content plan, SEO strategy, PPC campaign, social media plan, email strategy, and analytics setup
o Presentation of findings and recommendations

Tools and Platforms Covered:

• Google Tools: Google Analytics, Google Search Console, Google Ads
• Social Media Platforms: Facebook, Instagram, Twitter, LinkedIn, TikTok
• Email Marketing Tools: Mailchimp, HubSpot, Klaviyo
• SEO Tools: Ahrefs, SEMrush, Moz
• Content Creation Tools: Canva, Adobe Spark, Hootsuite, Buffer