The core principles and purpose of digital marketing are presented in this module. You will gain audience and industry insight through conducting digital research, and you will prepare the foundations for a fully integrated 360-degree digital marketing campaign by connecting effectively with each customer and target.

In this module, you will be introduced to the key social media platforms for digital marketing as well as how to set up a brand's social presence. There are several techniques and best practices for growing and engaging an audience on social media, and examples of how to create effective paid advertisements on the major platforms. As well as extracting and reporting data from the platforms' native analytics tools, the course covers how to gain more insight into audiences and campaigns.

The principles of email marketing are covered in this module, as well as how the concepts of segmentation, personalization, timing, and interaction, as well as data protection legislation and regulations, support an effective email marketing strategy. The program presents major email marketing tools and approaches, as well as best practices for subscriber lists and email design. It explains how to build, test, and optimize an email campaign to increase open and click rates, as well as the benefits of marketing automation technologies.

This module begins with the principles of web analytics, as well as the legal duties and best practices connected with data collecting, permission, and privacy, which allow a digital marketer to draw practical conclusions from website or marketing channel data. It shows how to set up Google Universal Analytics and GA4 properties, as well as how to setup Universal Analytics and install Google Analytics tracking code to learn more about the website's traffic and audience. It covers everything from creating advertising goals to analyzing performance and client conversion journeys. It also goes into great depth on how to utilize Google Analytics reports and capabilities to track and analyze digital campaigns.

The purpose of this module is to introduce you to the principles of content marketing so that you can align your content with your buyers' journey. Taking a persona-oriented, data-driven approach to content marketing planning, it explores the knowledge and skills needed for success. In addition, you learn how to create content, curate content, and promote it using scheduling tools and promotion methods. By the end of the module, we will examine key metrics and tools for measuring the success of content marketing strategies.

This module begins by explaining how search engines work and what SEO is. You'll learn how to build an SEO content plan that brings the right sort of visitors to a website by aligning SEO objectives with overarching business goals. We also look at ways to boost conversions online to help you stand out in today's fiercely competitive online marketplace.

The first part of this module covers the basics of display and video advertising followed by instructions for setting up and managing a YouTube channel. You'll learn about the different ad formats available on the Google Display Network and YouTube as well as how to set up a campaign for each. In addition, it explains how to apply audience and contextual targeting to display and video advertisements, as well as exclusions, retargeting, and bid adjustments. As a final step, the module identifies the key metrics and tools to use for analyzing and optimizing display and video campaign performance.

This module discusses essential ideas that underpin good website design as well as the goal of website optimization. It will teach you how to use WordPress to create and publish a simple, well-designed, and optimized website that is linked with specific business goals. In addition, the session discusses how to utilize metrics to gather, track, and measure website activity in order to gain deeper insights.

This module defines the key components of a good digital marketing strategy and teaches how to create an effective budget and calculate ROI for digital operations. It discusses how to establish clear and actionable objectives as well as quantifiable KPIs, as well as the important research tasks to do to influence channel selection and message. It also discusses how to create a creative plan based on campaign research in order to engage an audience and meet campaign objectives. The session closes by describing how to implement a digital marketing strategy that is backed by a channel plan, a paid media plan, a campaign action plan, and concise strategy documentation.

The module explains the fundamentals of paid search and explains how to set up and manage paid search campaigns using Google Ads. In it, you'll learn how to manage paid search advertising budgets, how to create bid auctions, as well as how to optimize paid search campaigns. In addition, the course explains how to measure and report on the results of paid search campaigns using Google Analytics and Google Search Console.