Course description
Marketing Fundamentals & Digital Transition
1.1
Introduction to Marketing & Advertising
●
Definitions & key concepts
●
Evolution of marketing
●
Offline vs online marketing
●
Types of advertising (ATL, BTL,
TTL)
1.2
Digitalization of a Business
●
What is business digitalization?
●
Tools and platforms to digitize
operations
●
Case studies of digital
transformation
1.3
Importance of Digital Marketing & Career Opportunities
●
Relevance in modern business
●
Job roles: SEO specialist, content
marketer, media buyer, strategist
●
Freelancing vs full-time
1.4
Building a Strong Marketing Strategy
●
Setting SMART goals
●
Understanding the 4Ps in a digital
world
●
Customer journey mapping
Research, Branding & Digital Channels
2.1
Market Research & Consumer Behavior
●
Primary vs secondary research
●
Tools: Google Forms, SurveyMonkey,
Meta Audience Insights
●
Analyzing consumer behavior online
2.2
Data Analytics for Marketing
●
Introduction to Google Analytics
●
Key metrics (CTR, bounce rate,
ROI)
●
Data-driven decision-making
2.3
Branding Basics & Positioning
●
Brand identity vs brand image
●
Building emotional connections
●
Local & global brand case
studies
2.4
Introduction to Digital Marketing & Channels
●
Overview of digital platforms
●
Paid, earned, and owned media
●
Email, search, display, video,
mobile
Digital Marketing Execution
3.1
Branches of Digital Marketing
●
SEO, SEM, Social Media Marketing
●
Influencer & Affiliate
Marketing
●
Email & Mobile Marketing
3.2
Content Marketing
●
Content strategy and storytelling
●
Visual, written, and video content
●
Tools: Canva, ChatGPT, Grammarly,
Notion
3.3
Advertising & Media Strategy
●
Media buying & planning
●
Ad platforms: Google Ads, Meta Ads
●
Ad formats & targeting
strategies
3.4
Search Engine Optimization (SEO)
●
On-page vs off-page SEO
●
Keyword research (Google Keyword
Planner)
●
Tools: Ubersuggest, SEMrush basics
Personal Branding,
Planning & Practical Skills
4.1
Personal Branding & Self-Marketing
●
Building your personal brand on
LinkedIn & Instagram
●
Portfolio & case study
creation
●
Content pillars for individuals
4.2
Developing a Complete Marketing Plan
●
Research, SWOT & competitor
analysis
●
Budgeting and campaign timelines
●
KPIs and ROI forecasting
4.3
Practical Digital Marketing (Hands-On)
●
Create a social media campaign
●
Run a mock Facebook/Google ad
●
SEO audit of a local business
4.4
Capstone Project & Final Presentation
●
Students present their marketing
plans
●
Peer review and instructor
feedback
