Overview of Digital Marketing Course Modules
Digital Marketing course modules are the complex components covered in a course. These modules are the citadel on which a successful digital marketing campaign is built. With the abundance of marketing channels available to businesses of all sizes, digital marketing has seen newer avenues opening up. These online marketing channels are extremely effective means of promoting a brand and its uniqueness.
It requires strong digital acumen, diligence, and a strategic approach to marketing initiatives to leverage the maximum benefits from these web marketing channels. The foundation of a digital marketing campaign is the different components that help to solve the online challenges of a business organization. To become an authority in these modules you need to take the course available at various online as well as offline institutes. Today we are going to discuss the course overview of these various digital marketing modules.
SEO, SEM, Mobile Marketing, Web Analytics, Social Media Optimization, Inbound Marketing are just some of these modules. Now, to become a successful digital marketer you will have to acquire a basic understanding of the modules and specialize in some of them. That specialization will be your added advantage over your competitors.
All the different modules in a digital marketing silo have their own unique set of advantages that benefit the digital marketing process as a whole.
The list below is a general course overview of these modules. The syllabus for different institutions varies according to their rules and policies. This can be taken as a general guide on the topics that are taught in each of the modules.
Digital Marketing Course Modules 1 – SEO Course
SEO as a course study is one of the most popular modules of digital marketing. It is the method of making your content and website worthy enough to gain traction through organic means. In simple terms, it is the process of getting leads to your website without any kind of monetary element attached to it. SEO traffic is based purely on the quality of work you do. If your content is high quality, engaging and attractive, online users will take notice of it.
Moreover, you will get backlinks to your website through reputes websites and links. All of this can only be possible if you have an understanding of the SEO mechanism and how it can yield results. Additionally, a course in the SEO module will result in an in-depth understanding of the structure and working of SEO.
As has been mentioned earlier, this is one of the most important modules to study for digital marketers. Hence, a lot of reputable digital marketing institutes have this module as a prominent part of their curriculum
Some of the topics covered in an SEO module course study are
SEO definition, SERP(Search Engine Results Page) introduction, Search engine commands, crawler-based search engines, Google Ranking Algorithm, what is a keyword, keyword search, APIs, keyword segregation, seed keyword finding advanced keyword analysis, meta engines, directories
Google Keyword Planner tool, long tail, and short tail keyword, keyword placement and stuffing, primary, secondary generic geo-specific keywords,
Page titles, slug, meta descriptions, keyphrase length, outbound, inbound links, link structure, content optimization,
Google Webmaster Tools, Google Analytics Setup and management, goal setting, code integration, traffic statistics and report, FTP, and how to use FTP. Plagiarism tools, Plagiarism checkers, INTRODUCTION to Grammarly, SmallSeotools, Copyscape, etc. Wordcounter, social bookmarking, press releases, SoLoMo strategies (Social, Local, Mobile)
Mindmap, basic HTML, Sitemaps, robots.txt, URL architecture, GTMetrix, Yslow, Page speed analysis, schema and its types, quora, YouTube SEO, Hummingbird, Pigeon, Panda updates, RankBrain, Google Search console, SEMRUSH, LOCAL SEO, GOOGLE my business, local listings, citations, etc.
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Digital Marketing Course Modules 2 – SEM/PPC
Search engine marketing is another important module that has a dedicated curriculum for all notable digital marketing institutes. Search engine marketing or PPC is the method of promulgating your product on the first page of a search engine through paid advertisement. PPC facilitates brand exposure propelling your business goals forward. A digital marketer with specialized Search Engine Marketing skills is great for any business. PPC is quite a cost-effective method of deriving great results. But some factors are to be given importance in PPC marketing. Auto Bidding, Daily Budget, keyword bid, content network, quality score, PPA(pay per action), impressions, geographical targeting are some of the key phrases that are of import in SEM/PPC marketing.
A PPC course module helps you to gain an in-depth understanding of many of these terms and their functions while applying them practically.
Digital Marketing Course Modules 3 – Affiliate Marketing
Affiliate marketing is a part of marketing initiatives where a retailer pays an affiliate marketer a certain amount of money every time a visitor(lead) is generated through that affiliate marketer on the retailer’s website. This method of advertising has become very popular over recent years due to the reach and visibility aspect. Marketers now involve affiliate marketing in the marketing mix making it a part of the different inbound marketing modules.
However, you need to have an understanding of how affiliate marketing works. Since a lot of businesses now practice this advertising method, there is certain jargon that a digital marketer should know in relation to affiliate marketing. For instance, 301 direct, ad network, Ad exchange, Adware, Clock Fraud, Charge Back, Click ID, Content Farm. An affiliate marketing course can get you familiar with these concepts with practical know-how.
Introduction to Online Paid Advertising,? What is SEM? Why do we need SEM? Google Adwords, Yahoo, Bong Adwords, Adwords terminology, Google Networks, Broad Match, Exact Match, comprehensive keyword search, SEM auction, Adword Account and Structure, Introduction to Search and Display, Google Search Networks, GDN Targeting, Campaign setting for Google Search, Adwords Ad formats and best practices, ad text policies, Ad extensions, DKI(Dynamic Keyword Insertion), Keyword planner and estimator, Customer Targeting, Adwords Bidding setup, website and landing page optimization, advanced campaign optimization, site links, locations, display advertising overview, navigating through Google Analytics, Adwords Editor, Traffic Analysis tools, Conversion Code integration, Remarketing, Smart Display Campaigns,
Google Shopping Ads, Product Listing ads, Features of Google Shopping, Adwords Reports, Ad diagnosis tool, the do’s and dont’s of compelling ad copy, MCC Account Setup and hierarchy (My client Centre).
Digital Marketing Course Modules 4 – Web Analytics
Web analytics is one of the most crucial aspects of digital marketing campaigns for any business. It is greatly important to understand the behavioral patterns and needs of your users. Web analytics provide you with a vast array of data. It is as important for a small business as it is for a large business enterprise. Web Analytics assists you in providing relevant content to your users based on your assessment of them.
A web analytics consultant has deep insights on the different terms and how to read, analyze and measure the metrics. They also provide invaluable advice on how to improve on the aspects that need sharpening. A web analytics expert creates the apt analytics implementation plan for businesses, they document technical details pertaining to your site, set up Google Analytics, and implements the planned model. They are adept at providing advanced analysis and reports that can help grow your business. There are a plethora of terms that a web analytics expert has to be conversant with like HITS, Referrer, Search Analysis, stickiness, Visitor, page duration, page tags, etc.
Introduction to Web Analytics and Google Analytics, the importance of Web analytics, setting up Google Analytics Account and integration with WordPress (or your website), basic metrics, Adsense, Adwords, pages and landing pages Site Search, User management, Dimensions, and objectives, Setting up social analytics, Linking with Webmaster, Google AdWords, assessing various reports like traffic sources, content reports, applying filters, benchmarking, understanding bounce rate, exit rate, multi-channel funnels, sales funnels, understanding and analysis visitor, sentiment analysis, text analysis, data models, advanced tracking, dashboard customization, Real-time traffic report and analysis, finding KPIs through analytics data, choosing the best keywords through reports, understanding conversions, Measurement protocol data collection, Report Sampling, different social media channel analytics like Facebook, Twitter, YouTube, Instagram, Snapchat analytics, etc.
Other Courses at IIM SKILLS that you can check out are as follows:
Digital Marketing Course Modules 5 – Social Media Marketing
Social media marketers look after all the aspects of successful social media marketing. The channels are a great treasure for any business efforts, that social media marketers have to be alert and constantly look for opportunities for business growth. They are responsible for ideation and implementation of campaigns, maintaining brand consistency throughout the various Social Media channels.
The various important terms that a social media marketer has to be at home with are Algorithm, Application Programming Interface (API), Avatar, Audience, bio, boosted post, Chatbot, social selling, crisis management, Dark Post, Cross Channel, influencers, employee advocacy, disappearing channel, feed, FOMO, hashtag, platform, newsjacking, relevance score, retargeting, social media monitoring, etc.
A social media marketing course aims to make you an expert in the field by giving you a detailed idea about all the important elements that make for a supremely successful social media marketing module. Since the opportunities for exposure and business transactions are plenty in these channels, a thorough understanding of the marketing module can get you amazing results.
Introduction to social media, what is Facebook marketing, targeting, retargeting, Instagram Marketing, how to avoid social media errors, how to rectify mistakes, Facebook advertising, YouTube, creating traffic using YouTube, connecting different social media channels, using Linkedin, Facebook, Instagram, Twitter best practices, promoted trends, promoted accounts, key aspects of video marketing, insights, KPIs, social media ad campaign objectives, influencer marketing on Instagram, sponsored content on Instagram, brand marketing on Instagram LinkedIn, tools for social media management, engagement, driving sales, setting up social media pages, CTR in Facebook, ad copy Optimisation and result-driven engagement, interacting methods, Linkedin Business page building and strategy, Introduction to Hootsuite, Buffer, Sprout Social and other social media marketing tools.
Digital Marketing Course Modules 6 – Mobile Marketing
Knowledge of mobile marketing holds the utmost importance now. The increase in the usage of mobile devices has ensured that digital marketers become proficient in planning and implementing successful mobile marketing Strategies. Without a proper mobile marketing campaign in place, the brands will not be able to derive the optimum benefits of their marketing initiatives.
Today Mobile marketing has reached huge proportions. There are a whole lot of reputable institutions offering to teach detailed courses on this module. The curriculum provides digital marketers with fair insight into the fundamentals of mobile marketing. Starting from thorough detailed explanations of what mobile marketing actually is to practical tests on applying the knowledge, everything is done in these courses.
Mobile marketing has its own set of its unique lexicon. Digital marketers are always trying to improve and improvise on their existing strategies. Therefore, these marketers have to be conversant with Mobile marketing lingo just like for other modules of the entire digital marketing process.
SDK, SoLoMo, web apps, jailbreaking, conversion rates, click-through rates, unsubscribe rate(emails), MAU(monthly active users), Second Screen, Sessions, Dimensions, ASO(App Store optimization), App reviews, methods of reviewing apps, LTV, are some terms to be familiar with. They help in becoming a pro at understanding the rudiments of mobile marketing.
Digital Marketing Course Modules 7 – Email Marketing
This module is such an important aspect of any digital marketing process today that it requires special skills and comprehension of the different attributes that make for a compelling email copy. Email is a ubiquitous method of identifying, attracting, and engaging leads to turn them into consumers. Emails also come with a lot of conversion opportunities that are unique to themselves.
A digital Marketer should be absolutely familiar with the email marketing structure because it is an indispensable part of any online marketing campaign.
The study module generally covers areas like mCRM, promotional marketing tactics via SMS and emails, activating service delivery, adhering to the regulations and policies pertaining to IT rules.
Introduction to email marketing, setting up email marketing, ISP, creating effective email campaigns, creating content, appealing CTAs, introduction to email marketing tools like Mailchimp, Pabbly, Constant Contact, CRABS framework, and NLP demonstration, analyzing reports click-through rates, unopened mail rates, unsubscribe rates, bulk email, personalization, rented email lost, email list buying, segmentations, types of email marketing, Email template models, automation, attributes, newsletters, optimizing for desktop and mobile, sourcing emails through social media channels, linking email to the socials, setting goals, strategy to grow an email list, opt-in opt-out, formatting, double opt-in for better engagement and trust, HTML emails, plain text emails, marketing automation tactics, subject lines, testing accurate subject lines, spam control, rules and policies, analytics and tracking.
Digital Marketing Course Modules 8 – Content Marketing
Content marketing is the method to disseminate useful information to online users with an intention to generate leads and turn these leads into conversions. It is a strategy to strike a chord with the customers by creating valuable high-quality content that solves some purpose for the consumer. You need to build a favorable online reputation to garner a considerable number of customers who swear by your products. Therefore, you need to know your customers well and assess their behavioral patterns to create the right impact.
There are some very reputed content marketing courses online. They give you a thorough knowledge of how content works and how to leverage the different content marketing tools for your benefit.
The course module generally constitutes guidelines to write, research, discerning your audience’s tastes and preferences, referencing, and creating a sound strategy. Remember there are several sub-modules to writing content. There are several categories like Copywriting, Article Writing, technical writing, Video scriptwriting, Research Writing, case studies, scientific writing, etc. All of these modules are covered in a content marketing course.
Also word count, plagiarism, avoiding writing complex sentences, mixing content elements effectively, headline writing are all intrinsic parts of a content marketing module and hence are mostly covered in the course. You will get to know about different applications like Grammarly, Hemingway to hone your writing skills further.
There is content marketing jargon like split testing, adaptive content, sampling, cornerstone content, cost per action, affiliate marketing, customer relationship management, (CRM) crowdsourcing, etc that a skilled content marketer should know about. Editorial calendars, echo chamber, e-learning, etc are some other terms.
Content marketing demands that you write engaging and inspiring content. A content writing course gives you adequate knowledge to carry out your content marketing initiatives effectively.
Digital Marketing Course Modules 9 – Inbound Marketing
Inbound marketing course has become a much sought-after course today. Today, in this era of rapid technological development it is mandatory to employ all online marketing techniques to target, engage and finally convert prospective clients into happy customers. Inbound marketing encompasses all the forms of web marketing that try to garner leads, create brand awareness all the while maintaining a spotless online reputation.
Inbound marketing involves content marketing, blogs, SEO, Social Media Marketing, email marketing, and all the other effective modules of digital marketing to create a compelling strategy to attract and inspire prospects.
The main elements of inbound marketing are generating qualified traffic to your link on different marketing channels, nurturing leads, turning them into staunchly loyal customers. Finally, it involves analysis and measuring the different metrics for even better results.
Engagement, conversions, optimization of websites, customer understanding, tailoring content to match customer demands and preferences are some of the core subjects that are a part of the curriculum.
The courses are all-inclusive and provide comprehensive knowledge covering social media and promotion, conversion optimization strategies, the power of conversation and engagement for brands, landing page, and its importance.
Wrapping up on the Digital Marketing Course Modules.
The above overview is just a generic example of the elements that are covered in each of the digital marketing modules. A digital marketing course curriculum might cover most of these elements and then some more. Digital Marketing is a flexible marketing module that incorporates all these elements in a compact digital marketing strategy for businesses. Sometimes, one module might take precedence over another one.
As digital marketers, you have to make sure that the elements that garner the highest exposure are given the greatest importance. The same applies to Returns on Investment. The one important lesson for all digital marketers is to keep abreast of the new developments that are taking place in the digital arena almost every day.