Curriculum Content Marketing in a Digital Era Definition, Growth & Benefits of Digital Marketing. Traditional Marketing & Digital Marketing. The AIDA model and its transformation in the digital era. The 4Ps of marketing and how they have transformed in the digital space. Utilising digital opportunities to create value. Strategic Brand Communication Fundamentals of Branding. Brand Engagement Strategy. Marketing Communications. Communications in the Digital Era. Customer-Centric Marketing Understand the digital customers' situations, perceptions, and expectations. How customer behaviour is different in the digital domains? Easy access to information and decision making. Training an organisation to focus collectively on the customer. Customer focus at every digital touch point. Search Engine Optimisation What is SEO How does a search engine work. Concept of Search Engine Results Page (SERP). On- page/ Off- page SEO. Backs-links and building a reputation. PageRank, Domain Authority, Page Authority. Search Ads Outlining a planning framework for paid ad campaigns. Highlight examples to reveal key insights and ideas in PPC. Targeting, Real-time bidding, Outcome-based pricing. Real-time measurement of outcome. Strategies for search campaign (viz. PPC). Concept of Ad quality, Ad rank. Display Ads Evolution of Online Display advertising. Demand Side Platform, Supply Side Platform, Data Management Platform. Concept of Google Display Network (GDN). Keywords, Topics, Interests, and Demographics for Display Campaign Targeting. Planning and Budgeting for Google Ads Display Campaign. Bidding Strategies for Display Campaigns (PPM/CPM/ vCPM). Video Campaign using YouTube Channel. Mobile Marketing Difference between website, responsive website, mobile website, mobile app. Crafting mobile strategy. SMS marketing, Use of QR and Proximity marketing. Delivering digital ads on mobile devices. Email Marketing Targeting: Audience with “intent to purchase” List / Database nurturing in email marketing Dynamic email marketing SPAM, CASL How ethical marketers manage email Permission marketing Social Media Marketing Various types of social media platforms and their usage. Social media post reach algorithm. Targeting and bidding on social media. Different audience types on social media. Introduction, benefits of influencer marketing. Types of influencers; identifying right influencers. Content creation and amplification. Measurement and analysis of effectiveness. How social listening impacts business. Software tools for listening. Digital Campaign Planning Defining target audience and audience persona, identification of needs. Identifying and profiling competitors based on different attributes. Creation of communications. Distribution of communications through paid, owned & earned media. Launching an effective digital marketing campaign and post-campaign analysis. Examples of successful strategy planning and execution from India and global markets. Content Marketing Designing a content strategy. Understanding and drafting engaging content. Driving marketer-generated content; user-generated content. Web Analytics Defining campaign metrics. Setting up the Google Analytics account. Analysing Google Ads campaigns. Defining conversions and conversion Tracking. Live Capstone Project Real world clients with live websites. Working with a live brief from the client. Creation of a campaign proposal for approval from client. Execution of the campaign and post analysis. This project involves real clients, real businesses, real websites, and real money.