post graduate certificate program for digital...

This Program aims to provide current and future digital marketers with a holistic skill set to meet the organization’s strategic needs to enhance business interactions with the target audience in an increasingly dynamic and competitive online environment. This Program is structured to develop universal competencies that will enhance digital marketing skills, and at the same time, guide current and future digital marketers to leverage different online channels and techniques to build brand and generate revenue for the business.

Post Graduate Certificate Program for Digital Marketing

Who Should Attend Digital marketing professionals Other professionals Entrepreneurs Students Affiliate Marketers Online Campaign Professionals

Difficulty Beginner to Advance Pedagogy

Online + Instructor Led Webinars

Duration 6 months

Assessment Mock test at the end of the course

Certified / Accredited By Manipal ProLearn

Topics Covered Introduction to Digital Marketing Search Engine Optimization Social Media Marketing Online Reputation Management Online Advertisement using Google Content and Inbound Marketing Analytics, Strategy and Operations in Digital Marketing

Learning Access Login Access Provided Navigation of Online Content Practice Simulations Practice Mock Tests Case Studies Online Discussion Boards Summary Cards Special Webinars Delivered By Digital Marketing Practitioners

Benefits to You

Career & Growth: This course will help you in preparing you your future employment opportunity and improve the performance campaigns that you are running for your business.

Financial & Reputational: Whether it is brand building or direct response this course will teach you how set the metrics that matter, measure the results and achieve your marketing goals in a profitable manner.

Technological: This course will give you very good understanding on the key components of digital marketing, commonly used tools in digital marketing and usage of these tools.

Learning Outcomes Connect the key areas of marketing to today’s online

channels.

Understanding the digital landscape and building a case to leverage online channels

Develop holistic approach to search marketing, social media marketing, display, mobile, video marketing and various other important channels and techniques

Create online brand building initiatives that work

Drive traffic, engagement and conversion using content marketing and inbound strategies

Apply relevant tools and concepts to execute measure and monitor an annual online marketing plan and use analytics to drive actionable improvements

Strategize, implement and optimise online campaigns successfully

Understand and create the operational framework to execute online marketing

Integrate new digital marketing techniques into your strategic marketing plan

Who is this for?

Digital marketing professionals – both generalist and specialist who want to reach the

top echelons of digital marketing

Other professionals who want to dive into the growing segment of digital marketing

and make career shift for eternal growth.

Students who would like to become a digital marketer and expand their career

opportunities in big brands as well as Start-ups.

Business owners and entrepreneurs who want to leverage digital channels to build up

the brand and bring more paying customers in a sustainable and profitable manner

Post Graduate Certificate Program for Digital Marketing Our Differentiator MaGE is a leading provider of online courses on various technologies, management and marketing concepts. We adopt the e-learning standards and best practices combined with internally developed innovative solutions. The subject matter experts, course designers and developers have vast experience in their respective fields. They collaborate, explore and innovate in a seamless way to bring the best learning solution possible. The program is designed by digital marketing experts who consult and train with renowned brands such as Google as well as midsize and start-up companies across various industries. This course the depth and breadth of digital marketing with an eye to ever evolving landscape. The concepts are explained in a simple language with ample real-time examples. Each unit is followed by a mix of practice and scenario based questions and at the end of the course a comprehensive assessment is provided. This ensures complete understanding and retention of the knowledge on each of the concepts. This program provides “just-in-time” short quick learning nuggets in the form of videos and summary cards with following benefits:

Quick grasp of concepts

Better retention

Quick revision

The online delivery and pedagogy of the program provides for high quality delivery, interactivity

among learners, and most importantly flexibility to the working learner to undergo the program

as per the learner’s comfort and convenience.

To enhance the learning experience, guided step by step practice is provided through simulated exercises. You can practice all the concepts learnt in the course by completing these simulated exercises. To further strengthen the learning experience, we organize a number of webinars conducted by digital marketing practitioners. These webinars help in clarifying strategy or navigational questions that the participants might have after they cover parts of the course. Our experienced subject matter experts will guide you further in consolidating the conceptual understanding. MaGE also ensures to keep the course updated with changes made in the content/syllabus by the accreditation bodies.

Benefits & Key Features

Web based Instructor Led Trainings

Core contents – presentations and videos

Reading material with reference that elaborates various concepts in detail

Case studies covering actual business problems and scenarios and how to solve them effectively

Project and Assignments

AI driven Simulations for real world campaign planning

Special Webinars with interactive discussion boards

Final course assessment

1-on-1 mentoring session with Industry Experts in Digital Marketing domain

Curriculum Introduction to Digital Marketing and Creating your Website

This will lay the foundation for starting off on the ‘why’ of digital marketing and marrying the

traditional concepts in marketing, branding and media. This will also help the learner to

understand the important of the primary digital asset i.e. the website and help in creating a

beautiful and functional ‘virtual front’ for his or her business. The learner will learn how to

create good landing pages and use principle of Conversion Rate Optimisation to get more

conversions in a profitable manner

Search Engine Optimisation In a Google dominated world this module will aim at learning and implementing the process of

driving relevant traffic to the website and will cover both on-page and off-page optimization

keeping the targeted keywords or phrases in mind.

Social Media Marketing and Online Reputation Management In a highly connected social world this module will teach the learners on how to leverage the

power of social media to connect, engage and convert the target audience with customised

contents. The learner will get to learn how to use the major platforms like Facebook, Twitter,

LinkedIn, Pinterest, YouTube (as social) and some others like Vimeo and Snapchat. Also learner

will be able to use how to use paid social media in form of the ad platforms in Facebook,

Twitter, LinkedIn and Instagram. Also, it will help the learners appreciate the criticality of online

reputation and teach them methods to manage the same especially in social media.

Online Advertisement using Google With the dominance of Google is online advertisement this module will teach the learners to

become effective advertiser to utilise the different types of advertisement on Google and its

network. It will cover Search advertising, display advertisement, mobile advertisements,

YouTube (video) advertisement and shopping advertisements. The learner will also learn how

to customise the reach and effectively manage the budget and ROI of online paid campaigns in

Google ecosystem.

Content Marketing and Inbound Marketing In an interruption driven online world content is the king which drives engagement and

conversion. This module will teach you building a scalable content engine for inbound marketing

customized to customer segments and buyer journey to create stickiness for your brand.

Other Forms of Digital Outreach and Methods

In this module the learners will learn about the other methods (like affiliate marketing) and

channels (like emails, programmatic advertisement) and platforms (like Native and Bing ads) to

reach out to the target audience and engage them effectively

Analytics, Strategy and Operations in Digital Marketing

This module is pillar for digital marketing where the learners will be able to learn the context

driven measurement, devise strategies which may work in the evolving world of digital marketing

and effective ways to implement the same. This is the go-to module to assimilate all the learning

of the previous modules into an actionable path.

Module 1: Introduction to Digital Marketing and Creating your Website

Unit No. Unit Name Topics Covered

1. Marketing Refresher

4Ps of Marketing

Additional Ps of Marketing

Consumer Behaviour

Branding basics

Marketing Channels

Differentiating Sales and Marketing

2. Digital Marketing Overview

Evolution of online marketing and how businesses are using the online space

Objectives and benefits of Digital Marketing

Paid, Owned and Earned Channels

Difference with digital media and new age media and how they can work in tandem

Case Study: Paid , Owned and Earned Media working in Tandem

3. Basics of Website

Development platforms; Domain and Servers; How website works; Content Management Systems; Basics of web structure; Microsites and Landing Pages; Landing Page and Conversion Rate Optimisation

4. Website Design and Copywriting

Website Design elements

Functionalities and Web Architecture

Using different Contents

Thinking Like your visitors

Fonts and Whitespaces

Language, Readability and formats; Putting Right Things in Right place

Case Study: Web Design Case Study

5. Basics of WordPress Benefits of WordPress

Getting started with WordPress

Common functionalities and plugins

Uploading and editing Contents

Working with themes

Other commonly used content management system

Sectional Quiz

Module 2: Search Engine Optimisation


1. Basics of Search Engines Evolution of search

Major Search engines

How Search Engines Work

Search Engine Updates and their implication

What is SEO

2. Onsite Content Optimization

Keywords types

Keyword planning

Long tail keywords

Competition survey

Balancing between writing for search engines and visitors

Semantics

3. Onsite Technical Optimization

Tag- header, meta and alt-txt

Robot.txt

Redirects

Anchor text and hyperlinking

Page Speed

Plugins aiding onsite optimization

Other technical parameters

4. Off-page Optimisation Link Basics

Bookmarking, Guest Posting and Press Release

Other methods of link building

Do's and don’ts of link building and differentiating between white hat and black hat techniques

Search engine ranking guidelines

Do-follow and no-follow

5. SEO Management Local and International SEO

SEO planning and tracking

Managing bad links

Using and improving with analytics

SEO tools

SEO audits

Future of SEO – AI, Voice and others

Case Study : Case Study on SEO

Sectional Quiz

Module 3: Social Media Marketing and Online Reputation Management


1. Introduction to Social Media Management

Evolution of social medium

How are businesses using social media

Role of social media in brand building

Role of social media in lead generation

Community building

2. Facebook Marketing

Facebook profile building

Facebook pages

Facebook Groups

Facebook Events

Facebook Applications

Content and posting strategies

Advertising in Facebook

Facebook Messenger and Bots

3. LinkedIn Marketing

Building profile

Building network, brand and career

LinkedIn Groups and Pages

Pulse

Engage and reciprocate


Career Building

Brand Building

Advertising in LinkedIn

4. Twitter Marketing Building profile

Building network

Hashtags

Amplifying through influencers

Building followers


Advertising in Twitter

5. Other Social Media Channels

Instagram marketing

Pinterest marketing

Using YouTube and Vimeo as social media

Snapchat marketing

6. Managing Social Media channels

Building strategy aligned to goals

Social media calendar

Event marketing, contest and gamification

Engaging target audience

Tracking and optimizing social channels

Tools for social media management

Assignment: Creation on a Social media plan for a particular industry start-up

Assignment : Creation on a content calendar for a hypothetical company

7. Online Reputation Management

Why is ORM important

Hijacking of brand messaging and implications of negative feedback

Strategy, process and responsibilities in ORM

Scanning for negative feedback

Role of SEO in ORM

Case Study: Case Study on ORM

Assignment: Risk Analysis for a brand online

Sectional Quiz

Other Assignments from Part 1 of the course

Study Digital Marketing and Traditional marketing working together

Evaluation of 3-5 websites on the multiple factor CHECKLIST

Keyword Planning exercise

Module 4: Online Advertisement using Google


1. AdWords 101 Evolution of online marketing

AdWords Certification- Overview

Benefits and Preparation

Intro to AdWords

Ad Placements and Networks

Ad Extensions

Campaign Organisation- Types and Settings

Audience Targeting and Remarketing

Ad Auction

Importance of landing pages

Media buying models

Bidding and Budgeting

Campaign evaluation

Guideline and policies

2. Search Advertising in Google

Basics of Search Marketing and Leveraging Google Search

Keywords and building a keyword list

Starting with goals and KPIs

Conversion Tracking

Setting up search campaigns

Optimising search campaigns

Best practices : writing ad text and others

Dynamic Search Ads

3. Display Advertising in Google

Introduction to Google Display Network (GDN) and ad formats

Setting up goals in GDN

Targeting Strategy in GDN

Setting up display Campaigns

Setting up Remarketing Campaign

Optimising Display campaigns

Trouble Shooting Display campaigns

4. Video Advertising in Google

Importance of Video Advertisement and role of YouTube

Media buying in YouTube

Understanding Video Advertisement goals and metrics

Creating ads and contents in YouTube

Targeting through video

Remarketing using YouTube

Setting up Video Campaign

Analytics and Optimisation of Video Campaigns

5. Mobile Advertisement in Google

Introduction to Mobile Advertisement, Mobile sites vs Mobile Apps -the choice

Best practices for designing Mobile Apps and Sites

Leveraging AdWords for mobile advertisements

Call campaigns in Mobile

Installation and Engagement Campaigns in app

Analysing and Optimising mobile campaigns

Mobile Apps Analytics

6. Shopping Advertisement in Google

Introduction to Shopping ads using Google

Creating Google Merchant Account

Setting up and using Product Feed

Capturing product data and matching with Landing page

Align bid strategy with shopping campaign goals

Creating shopping campaign

Automatic Updation and Feed rules

Prioritising products in Shopping Campaigns

Compliance and handling issues and disproval

Using merchant promotion

Showcase and Local Inventory Ads

Measuring and optimising Shopping Campaigns

7. Managing AdWords Campaign Experiment

AdWords APIs AdWords editor- Benefits and usage

Managing multiple accounts

Opportunities and Suggestions by tool

Case Study : AdWords Optimization

Sectional Quiz

Module 5: Content Marketing and Inbound Marketing


1. Content Marketing Introduction to Content Marketing

Buyer Persona and Buyer Journey

Content Planning

Voice, tone, storytelling and consistency - the important elements

Content creation, curation and repurposing

Content publishing and amplification

Measuring content performance and optimization

User Generated Content and Viral Content

2. Inbound Marketing

Inbound marketing methodology

From attracting to closing -principle and strategies

Retain customers through inbound

Inbound automation- tools and workflow

Content driven B2B inbound marketing

Case Study on Content Marketing

Sectional Quiz

Module 6: Other Forms of Digital Outreach and Methods


1. Mobile Marketing Mobile Landscape

Responsive design, dynamic content and architecture

Search engine guidelines

User behaviour on mobile

Ad formats and platforms

SMS marketing

Case Study : Case Study on Mobile Marketing

2. Mobile Commerce Mobile aided shopping

Local marketing

Emerging technologies like geofencing, beacons

Designing the optimum path to conversion and contextual actions

Leveraging mobile payment

3. Apps Marketing Understanding the market and users and types of apps

Choosing the platform

Design best practices for apps

Features in apps and minimum viable product

Pricing and promoting an App

App store optimisation

4. Email Marketing

Understanding the market and users and types of apps

choosing the platform

design best practices for apps

features in apps and minimum viable product

Pricing and promoting an App

App store optimization

Importance of Email marketing

Principle for good email marketing

Using email across buyer’s journey

Segmentation, contextualisation and building up email lists

Creating Good emailers

Dealing with Spams and bounces

Email nurturing, workflow and tools

Analysis, testing and optimising emails

Case Study: Marketing Sherpa

5. Other Advertisement Platforms

Using Bing Ads for promotion

Native Ads- platforms and usage

6. Programmatic Buying Introduction to programmatic

Programmatic landscape

Players and relevance

Google Double Click

Success factors for programmatic

7. Affiliate Marketing

Introduction to affiliate marketing

Affiliate marketing landscape

Selecting good programs and monetizing

Introduction to AdSense

Sectional Quiz

Assignments from Part 2

Evaluation of AdWords campaign for a particular set of Search Keywords

Evaluation of Facebook campaign from AdEspresso

Campaign Planning

Module7: Analytics, Strategy and Operations in Digital Marketing


1. Setting up the web analytics

What can you measure in the web

How does web analytics work

Clickstream analysis

Goals to success measurement

Setting up a test and learn culture

Competition insights

Segmentation

Attribution

2. Working with Google Analytics

How Google analytics work

What it can measure and what it cannot

Setting up Google analytics and views

Dimensions and Metrics

Segmentation of data and analysis

Campaign tracking, goals and events

Using attribution models

Understanding and creating reports and dashboards

Introduction to Google Data Studio

3. Digital Marketing Strategy

Consumer touch points and funnel

Omni-channel approach and cross-pollination with ATL and BTL activities

Marketing objective and channel and communication break up

Tracking and optimization plan

RACE and SOSTAC Frameworks

Growth Hacking

Balancing between brand building and direct response and overcoming consumer fatigue

Assignment: Preparation of Digital Outreach Plan for a non-profit

4. Digital Marketing Operation

Need for automation and what cannot be automated

Marketing Automation Tools

In-house vs outsourcing and setting right expectation with agencies

Project Management

Budgeting

Why digital marketing may not be enough

Skill sets to develop to be a successful digital marketer

Assignment: Channel Mapping and budgeting

Sectional Quiz

Assignments for Part 3

Creating Content Marketing Plan for a particular industry

Preparation of Digital Outreach Plan for a non-profit

Channel Mapping and Budgeting

Game Based Simulation

AI-based simulation for planning and strategy of a Search Campaign for e-bike

Simulation List

Module Simulation Learning Outcome

Search Engine Optimization

SEO Audit of a Website Audit a website

Keyword Research Researching keyword using GKP

Keyword Research Using Moz ToolBar to assess competition

Keyword Research Researching keyword using Rank Tracker by SEO PowerSuite

Keyword Research Researching keyword using Soovle

Keyword Research Researching keyword using Ahrefs

On-page optimization Optimizing a page using SEO by Yoast

Link Building - submission to directory Link Building using submission

Link building using Social bookmarking sites Link Building using Social Bookmarking

Link building using Email Outreach

Link Building using Email Outreach using Moz OSE

Link building using Email Outreach

Link Building using Email Outreach using SEO PowerSuite

Posting of comments on a blog / article site Link Building using forum commenting

Search Engine Marketing

Setting up Google Adwords account

Go to Adwords and signup for a new account. Setup billing & payment information

Creating a new Adwords Search campaign Create a search ad in AdWords

Creating a new display campaign Set up a display campaign

Creating a Gmail Ad campaign Set up a Gmail campaign

Creating a Video Ad campaign Set up a Video campaign

Reviewing Campaign Performance Review reports of an Adwords campaign

Optimizing campaign bids Adjust bids for optimal results

Tracking AdWords conversion Track Adwords campaign conversions

Account setup and adding a website

Set up a new Google Webmaster account and add a new property, submit sitemap

Generating and submitting sitemap to Google

Use an online tool to generate xml sitemap for a site

Review site's indexing and performance in SEO

Review Index status, search performance, crawl errors

Review Robots.txt file Access and review Robots.txt file

Social Media Marketing Creation of FB Fan Page Set up a Facebook fan page

Set up of Facebook Ads Set up a Facebook ad campaign

Review of Facebook page performance

Use Facebook Insights to review page performance

Set up of Twitter account Create a new twitter account

Exercise for finding and getting followers on Twitter Find and follow people and get followers

Set up of Twitter ad campaign Create a Twitter Ad

Creation of a company page on LinkedIn Create a new company page on Linkedin

Set up of LinkedIn ad campaign Create a LinkedIn Ad

Creation of a YouTube Channel Create a new YouTube channel

Publishing of a video Upload and publish a video to YouTube

Review of channel performance Review channel performance using YouTube Analytics

Google Analytics Account setup Setup new website in Google Analytics

Linking of Analytics and webmaster accounts

Link Google Analytics and Webmaster accounts

Linking of Analytics and AdWords account Link Google Analytics and AdWords accounts

Goal setup Set up a Goal

Review of Audience Reports Review Audience Reports

Review of Acquisition Reports Review Acquisition Reports

Review of Behavior Reports Review Behavior Reports

Review of Conversion Reports Review Conversions Reports

Email Marketing

Creation of Email list Create an email list

Set up of new email campaign Create and send new email campaign

Review of emails campaign reports Review email campaign report

Digital Tools Buzzsumo

Use buzzsumo to find content with most social shares for a given keyword or site

Follower wonk Use Followerwonk to analyze Twitter performance

Buffer Use Buffer to schedule social media updates

Ahrefs Use Ahrefs to analyse a site's performance

Final Assessment

Multiple Choice Questions

Case study on Digital Strategy

Assignment on Digital Marketing assessment

Certification

Internal:

Students will get a course completion certificate on ‘Post Graduate Certificate Program for Digital Marketing’ by Manipal Academy of Higher Education (MAHE).

External:

Students will be able to take the following certification exams after taking up the course: 1. Google AdWords Fundamentals

2. Google AdWords Search Certification

3. Google AdWords Display Certification

4. Google AdWords Mobile Certification

5. Google AdWords Video Certification

6. Google Shopping Certification

7. Google Analytics Individual Qualification

8. Hubspot Content Marketing Certification

9. Hubspot Inbound Marketing Certification

10. Hubspot Email Marketing Certification

post graduate certificate program for digital...

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