This Certification Course on Digital Marketing is intended to equip working professionals and entrepreneurs with the knowledge and skills required to design a digital marketing and communication strategy and use digital marketing tools effectively for organisations. This Course will provide a jump-start to those who are considering starting a career in or moving to Digital Marketing. Middle, senior level managers in organisations as well as entrepreneurs will find this Course useful to design digital marketing strategy for their organisations and manage internal and/or external (agencies) digital marketing teams.
This Course also prepares candidates for Google and Facebook Certification Examinations.
The Certificate for this Course is offered jointly by Calcutta Media Institute (an ABP Group Initiative) and Internet and Mobile Association of India (IAMAI), the leading industry body in internet and mobile space.
This is an intensive Course consisting of minimum 48 contact hours delivered over a period of approximately 2 months. The pedagogy adopted for delivering this course is a combination of classroom lectures, hands on demonstrations, take home hands on assignments, industry case studies and live projects and working on Data Labs of various industry verticals. Live projects are usually given from industries candidates belong to or are likely to join. This pedagogy will enable participants to get an all round exposure on the theories of digital marketing, practical usage of tools for implementing digital marketing in organizations and real life application of digital marketing in industry.
The Course is divided into 12 modules delivered over 24 Sessions (i.e. 48 contact hours, each Session being of 2 contact hours). Besides the contact hours, participants are expected to work on the live projects assigned to them. The Group and Individual projects provide an opportunity to interact with the faculty closely outside the contact hours as well as learn from other members of the class.
Candidates need to satisfactorily complete at least 5 live projects and clear CMI Digital Marketing Cerification Examination to be eligible for the Certificate.
Session 1: Introduction, Digital Media as a dispruptive force, concept of Digital Assets
Session 2 & 3: Effective Inbound Marketing using Search Engine Optimisation (SEO), concept of SERP, On-Page and Off-Page SEO techniques, 10 Commandmants of SEO Dos and Donts
Session 4 & 5: Search Engine Marketing (SEM) as Paid Inbound Marketing Technique, TROM Principle, Real Time Bidding concepts, CPC/ PPC and other Bidding Startegies in SEM, Using Google Adwords for Search Engine Marketing, Local SEO techniques
Session 6: Paid Outbound Marketing - Online Display Campaign, concept of DSP, SSP and DMP
Session 7 & 8: Online Display and Video Marketing, concept of GDN, Display Campaigns and Video Campaigns using Google Adwords, YouTube Campaign
Session 9 & 10: Leveraging Social Media for Market Development and Branding, understanding Facebook marketing, leveraging Facebook for digital campaigns, Twitter for buzz marketing, LinkedIn for B2B marketing and growing personal network
Session 12 to 14: Remarketing and retargeting, delivering contextually relevant communication to audience demonstrating "intent to purchase"
Session 15: E-Mail marketing, understanding CAN-SPAM Act and its implications
Session 16 & 17: Mobile Marketing, understanding difference between a website, responsive website, mobile website and mobile app, mobile marketing techniques like QR code, NFCs, mobile App marketing
Session 18 to 20: Digital Media Analytics, leveraging Google Analytics for business decisions, defining Goals and Conversions, E-Commerce Analytics
Session 21 & 22: Digital Marketing Campaign Analytics
Sesson 23 & 24: Developing and executing an Integrated Digital Marketing Strategy for your organisation
Professionals in fields of sales, marketing, advertising, communication, IT, BPO working for at least 5 years and preferably holding middle/ senior managerial responsibility. Promoters, Business owners and Entrepreneurs. Independent professionals like advertising and PR professionals, Doctors, Lawyears, CAs, etc who intend to promote their practice through digital channels
