Course Title: Digital Marketing Fundamentals

Course Description:

This course offers a comprehensive introduction to the field of digital marketing, covering essential concepts, strategies, and tools used to promote products and services online. Students will learn how to develop and implement digital marketing campaigns across various platforms, including search engines, social media, email, and websites. The course will explore topics such as search engine optimization (SEO), pay-per-click advertising (PPC), content marketing, social media marketing, email marketing, and web analytics. Through hands-on projects and case studies, students will gain practical skills to plan, execute, and analyze digital marketing campaigns effectively.

Course Syllabus:

Week 1: Introduction to Digital Marketing

• Overview of digital marketing and its importance
• Evolution of digital marketing channels
• Digital marketing trends and industry landscape

Week 2: Website Optimization and User Experience (UX)

• Principles of website design and usability
• Website optimization for search engines (On-page SEO)
• Conversion rate optimization (CRO) techniques

Week 3: Search Engine Optimization (SEO)

• Introduction to search engines and how they work
• On-page and off-page SEO techniques
• SEO tools and analytics

Week 4: Pay-Per-Click Advertising (PPC)

• Introduction to PPC advertising platforms (Google Ads, Bing Ads, etc.)
• Keyword research and ad targeting
• Campaign setup, bidding strategies, and ad copy optimization

Week 5: Content Marketing

• Fundamentals of content marketing
• Content strategy development
• Content creation, distribution, and promotion

Week 6: Social Media Marketing

• Overview of social media platforms (Facebook, Instagram, Twitter, LinkedIn, etc.)
• Social media marketing strategy and planning
• Social media advertising and analytics

Week 7: Email Marketing

• Basics of email marketing and its role in digital marketing
• Email campaign planning and segmentation
• Email design, copywriting, and automation

Week 8: Digital Marketing Analytics

• Introduction to web analytics tools (Google Analytics, etc.)
• Key metrics and KPIs for measuring digital marketing performance
• Data analysis and reporting

Week 9: Mobile Marketing and Emerging Trends

• Overview of mobile marketing strategies and best practices
• Mobile app marketing and mobile advertising
• Emerging trends in digital marketing (AI, voice search, etc.)

Week 10: Capstone Project

• Students will work on a digital marketing campaign project applying the concepts and strategies learned throughout the course.
• This project will involve developing a digital marketing plan, executing the campaign, and analyzing performance metrics.