Digital Marketing Mastery

In today’s competitive landscape, mastering digital marketing is vital for career progression and business growth. This course outline is designed to provide a structured yet flexible approach to learning, ensuring that participants gain both theoretical knowledge and practical skills to thrive in the digital domain.

Course Outline:

Week 1: Introduction to Digital Marketing

• Topics Covered:
  • What is Digital Marketing?
  • The evolution of Marketing: Traditional vs. Digital
  • Key components of Digital Marketing
• Activities:
  • Group discussion on personal digital marketing experiences
  • Introduction to digital marketing tools and resources

Week 2: Website Development and Optimization

• Topics Covered:
  • The importance of a user-friendly website
  • Conversion Rate Optimization (CRO)
  • Basics of SEO (Search Engine Optimization)
• Activities:
  • Hands-on workshop: Analyzing website performance
  • SEO keyword research exercise

Week 3: Content Marketing

• Topics Covered:
  • Understanding Content Marketing and its importance
  • Different types of content (blogs, videos, infographics)
  • Creating a content calendar and strategy
• Activities:
  • Content creation workshop: Crafting blog posts and social media content
  • Peer review of content pieces

Week 4: Social Media Marketing

• Topics Covered:
  • The role of social media in digital marketing
  • Overview of major platforms (Facebook, Instagram, Twitter, LinkedIn)
  • Building a social media strategy
• Activities:
  • Live demonstration of scheduling posts using social media management tools
  • Creating and presenting a mock social media campaign

Week 5: Email Marketing

• Topics Covered:
  • Importance of Email Marketing in a digital strategy
  • Best practices for creating effective email campaigns
  • Understanding segmentation and personalization
• Activities:
  • Workshop: Designing an email newsletter using email marketing tools
  • Analyzing email metrics: Open rates, CTR, conversions

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

• Topics Covered:
  • Introduction to PPC and Search Engine Marketing (SEM)
  • How to set up Google Ads campaigns
  • Measuring and optimizing ad performance
• Activities:
  • Hands-on exercise: Creating a Google Ads campaign
  • Group discussion on best practices and learning experiences

Week 7: Analytics and Data Interpretation

• Topics Covered:
  • The importance of data in digital marketing
  • Introduction to Google Analytics
  • Key metrics to measure success
• Activities:
  • Google Analytics setup and walkthrough
  • Case study analysis: Using data to make marketing decisions

Week 8: Developing a Digital Marketing Strategy

• Topics Covered:
  • Synthesizing all learned elements into a cohesive strategy
  • Understanding customer journeys and user personas
  • Creating and presenting a digital marketing plan
• Activities:
  • Group project: Develop a comprehensive digital marketing plan for a chosen business
  • Final presentations and course wrap-up

Assessment and Certification:

• Participants will complete quizzes, assignments, and a final group project to demonstrate their understanding of course materials.
• A certificate of completion will be awarded to participants who successfully complete the course.