1. Evolution of digital marketing
2. Foundational Search Engine Marketing
3. Early stages of Search Engine Optimization (SEO)
4. Email marketing essentials
5. Strategy and planning in the digital marketing context
6. Unique characteristics of digital marketing
7. Global laws and guidelines applicable to digital marketing campaigns
8. Introduction to Pay-Per-Click advertising & Display advertising
9. Foundational social media listening using Awario
10. Marketing & analytics essentials with RankWatch

1. Using powerful insights from SemRush, Arefs, Yoast and RankWatch
2. Leveraging Facebook insights to optimize campaigns
3. Keyword selection, search Results and positioning
4. Content updates and layout
5. Meta Tags
6. Stakeholders in search
7. Ranking
8. Customer insights
9. Inbound links and link building
10. Strengths of Pay-Per-Click
11. Scheduling

MINI PROJECT: Keyword research before launch, GMP Suite integration, campaign management, conversion tracking, keyword selection, and conversion metrics: CPA, CTR, bidding, designing landing pages with insights from split testing.

1. Leveraging the power of YouTube Studio
2. Ubersuggest and Yoast
3. Writing engaging content
4. Running effective ads
5. Zeroing in on campaign objectives
6. Optimizing the campaign
7. Campaign planning
8. Campaign budget
9. Ad formats
10. Campaign steps
11. Targeting the right consumer groups
12. Benefits of digital display
13. Deciding on ad features & target audience
14. Tracking the campaign
15. Ad display frequency
16. Situation analysis, iteration & enhancement

1. Integrating Google Marketing Platform (GMP): Data Studio
2. Optimize surveys and tag manager into your marketing campaigns
3. Goal configuration & funnels, content strategy with peppertype.ai
4. How does bounce rate impact your campaign
5. Actionable insights in e-commerce using RankWatch
6. First things first – Goal setup
7. Analytics deep dive: dashboard, site speed, standard reporting, real-time reporting

1. Deep dive: Concepts of social media
2. Comparative analysis of diverse social media campaigns with Rival IQ
3. Monitoring mentions of your brand with Awario
4. Social media content planning & scheduling
5. Using Survey Monkey: Fine tune content
6. Back linking with WordPress
7. Twitter : Chat, profile set-up
8. Twitter lists, setting up social media campaign goals
9. Twitter features
10. LinkedIn setup and profile
11. Facebook features: Facebook business page
12. Facebook messenger for business
13. LinkedIn company page
14. Instagram features
15. Third party apps for Instagram
16. Instagram best practice

1. Understanding opportunities & risks through Firebase
2. SMS content
3. SMS strategy
4. Mobile advertising concepts
5. Mobile optimized websites
6. Leveraging mobile apps
7. The big app decision – using data.ai
8. Proximity marketing with Bluetooth
9. Coupons & ticketing
10. Implementation
11. Strategic steps
12. Setting up marketing goals
13. Review & testing
14. Key trends
15. Social media channels

1. Mailchimp: Email structure
2. Email design
3. Campaign process
4. Leveraging HubSpot for ROI measurement
5. Email delivery and user behaviour
6. Data Capture: Online, key terms and metrics
7. Email systems
8. User characteristics
9. Data capture: Face-to-face, split testing, filtering, email copy, segmentation

1. Creative formats
2. Creating high quality content
3. Working with YouTube Studio
4. Designing with Canva
5. Essentials of BRM management
6. Using influencer marketing
7. Campaign steps
8. Targeting the right audience with video content
9. Benefits of Digital Display
10. Tracking the campaign
11. Challenges with Digital Display
12. Ad display frequency
13. Setting campaign objectives
14. Optimizing the campaign
15. Calculating business value

1. Introduction to Chat GPT and AI Tools
2. Chat GPT Architecture
3. Generating Text with Chat GPT
4. Chat GPT Applications
5. Natural Language Understanding (NLU)
6. Building Conversational Agents
7. Language Translation with Chat GPT
8. Sentiment Analysis and Opinion Mining
9. Chat GPT and Reinforcement Learning
10. Deploying Chat GPT Models

1. Introduction to Content Writing
2. Understanding Target Audiences
3. Crafting Compelling Headlines and Introductions
4. Writing for Different Platforms and Formats
5. Content Planning and Organization

Mandatory: Industry Relevant Capstone Project: Guided by MAA Academy guides.