Digital Marketing

Digital Marketing

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Course Overview:

This course provides learners the in-depth knowledge about the digital marketing, by explaining importance of digital marketing in today’s world and how it affects businesses, how digital marketing changes the way of marketing around the globe.

This course is fruitful for the learners who start at Digital Marketing and don’t know what it is? The course describes digital marketing origin, purpose and its usage with its advantages.

As marketing for businesses can be done along many years but the new change is digital marketing. From 20th century when technology usage increases and internet is common among people then the concept of digital marketing came. In today’s world digital marketing is popular term around the globe and many businesses take advantages through digital marketing.

Digital Marketing is beneficial to promote every business and is very famous now-a-days so a person who have knowledge about digital marketing can earn place in market. This course design in such a way that a person know history of digital marketing and also know how he must be able to do digital marketing. What basics he should know about digital marketing and how digital marketing affects one’s business and in which ways it could be beneficial for any business.

Course Outline:

Chapter 1) Situating Digital in Marketing

  • Introduction
  • What is digital?
  • The word Digital
  • Understanding marketing
  • Understanding digital marketing
  • Digital marketing
  • Digital tools enabled
  • Crowdsourcing
  • Crowdfunding
  • Micro tasking
  • Digital audiences
  • Segmenting and customising messages
  • Measurability
  • The TCEO model
  • Think
  • Create
  • Engage
  • Optimize

Chapter 2) Digital Marketing Strategy

  • What is Digital Marketing?
  • Business and brand strategy
  • Strategy for brand operates
  • Understanding the environment
  • Understanding the business
  • Understanding customers
  • Understanding competitors
  • The building blocks of marketing strategy
  • Porter’s Five Forces analysis
  • SWOT analysis
  • Crafting a digital marketing strategy
  • Context
  • Value exchange
  • Objectives
  • Objectives need to be SMART
  • Specific
  • Measurable
  • Attainable
  • Realistic
  • Time-bound
  • Tactics
  • Tactics and evaluation
  • Ongoing optimization


Chapter 3) Strategic Thinking

  • Need a digital marketing strategy: Why?
  • Your business and digital marketing
  • Digital marketing – yes or no
  • Demographic of internet users
  • Defining your digital marketing strategy
  • Laying strong digital foundations
  • Know your business
  • Know the competition
  • Know your customers
  • Know what you want to achieve Know how you’re doing
  • Understanding the digital consumer
  • The digital consumer revealed
  • Making the web their own
  • I don’t know you and you don’t know me
  • Key traits of the online consumer
  • Using influencers to help spread the word
  • Influencers
  • Mind the Ps
  • Product
  • Price
  • Promotion
  • Your website
  • Search engine optimization (SEO)
  • Pay-per-click search advertising (PPC)
  • Affiliate marketing and strategic partnerships
  • Online public relations
  • Social networking
  • E-mail marketing
  • Customer relationship management
  • Place
  • Eyes on the prize
  • Tracking accountability
  • Bringing it all together


Chapter 4) The Changing Face of Advertising

  • Advertising
  • Advertising through the ages
  • History
  • Technological advancement
  • The Technology behind Digital Marketing
  • The first global communications network: ‘the highway of thought’
  • Early networks
  • You’ve got mail
  • From ARPANET to internet
  • Making connections – birth of the web
  • The wild wide web – a new frontier
  • People’s Importance
  • A huge and growing market
  • Introducing Consumer 2.0
  • Adoption of Technology
  • Interconnectivity
  • Technology is levelling the information playing field
  • Relevance filtering is increasing
  • Niche aggregation is growing
  • Micropublishing of personal content is blossoming
  • Rise of the ‘prosumer’
  • On demand; any time, any place, anywhere
  • Market Transformation Effects


Chapter 5) Your Window to the Digital World

  • Your website – the hub of your digital marketing world
  • A conversion engine for traffic
  • Building an effective website
  • The main steps of building your website
  • Planning
  • Design
  • Development
  • Testing
  • Deployment
  • Know why you’re building a website
  • Know who your website is for
  • Build usability and accessibility into your website design
  • Usability
  • Accessibility
  • Words make your website tick
  • Know your competition
  • The online marketer’s holy grail
  • Why is search engine optimization so important
  • Make your site easy to crawl
  • Content – the most important thing on your site
  • Tools for online monitoring
  • How to do Digital Marketing
  • Optimizing Search Engine Results
  • Creating Marketing Content
  • Advertising on Social Media
  • Marketing Through Email
  • Using Pay Per Click Advertising