Digital Marketing

Non IT Course

This comprehensive 120-hour curriculum provides a complete journey from digital marketing fundamentals to advanced AI-powered campaign execution.…

AdminElevate
21
120h
0
(0)

This comprehensive 120-hour curriculum provides a complete journey from digital marketing fundamentals to advanced AI-powered campaign execution. The project-based approach ensures practical skills with industry-standard tools, while the extensive AI integration modules prepare students for the future of marketing where AI agents and automation are transforming the field . Students will graduate with a robust portfolio of 8+ projects demonstrating their expertise across the entire digital marketing spectrum and will be prepared for roles such as Digital Marketing Specialist, Social Media Manager, SEO Specialist, and AI Marketing Assistant .

What Will You Learn?

Develop comprehensive digital marketing strategies aligned with business objectives, target audience needs, and measurable KPIs
Master core marketing channels including SEO, social media (Instagram, Facebook, LinkedIn, TikTok, YouTube), email marketing, and paid advertising (Google Ads, social media ads)
Leverage AI-powered tools to automate content creation, personalize customer experiences, optimize campaigns in real-time, and generate data-driven insights
Analyze marketing performance using Google Analytics 4, create data visualizations, and make strategic recommendations based on metrics
Build a professional portfolio showcasing real-world projects across multiple channels, demonstrating measurable results and strategic thinking
Understand ethical considerations in AI marketing including bias, content quality, authenticity, and data privacy

Course Curriculum

Introduction to Digital Marketing

What is digital marketing? Key concepts and terminology
The digital marketing landscape and industry growth
Inbound vs. outbound marketing methodologies
The digital marketing funnel: awareness, consideration, conversion, loyalty
Overview of key channels: SEO, social media, email, paid advertising, content marketing

Digital Marketing Strategy Development

The link between digital marketing strategy and overall marketing plan
Identifying business goals and translating them to marketing objectives
Target market identification and buyer persona development
Developing positioning and value propositions
Setting SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound

Website Fundamentals & Conversion Optimization

Essential elements every website should have to increase conversions
User experience (UX) principles for marketing
Landing page best practices
Call-to-action (CTA) strategy and placement
Turning leads into sales: conversion optimization techniques

Project 1: Complete Marketing Strategy Brief

Select a hypothetical or real business
Develop comprehensive buyer personas
Define SMART marketing goals
Create positioning statement and value proposition
Map target audience to appropriate digital channels
Document strategy in professional brief format

Content Marketing Fundamentals

What is content marketing? Strategies and solutions
Content types: blogs, videos, podcasts, infographics, case studies
The role of content in the buyer’s journey
Content curation vs. original content creation
Brand voice and tone guidelines
Content promotion strategies

SEO Fundamentals & Keyword Research

How search engines work and why SEO is essential for business growth
Search Engine Marketing (SEM) vs. Search Engine Optimization (SEO)
Keyword research using tools like Google Keyword Planner and SEMrush
Search intent: informational, navigational, transactional, commercial
Long-tail keywords and their strategic value
Competitor keyword analysis

On-Page & Technical SEO

On-page SEO techniques: meta tags, headings, URL structure
Content optimization for target keywords
Internal linking strategies
Image optimization and alt text
Site structure and navigation for SEO
Mobile optimization and page speed

Content Planning & Measurement

Creating a content calendar
Blog post outlining and optimization for featured snippets
Measuring content performance: traffic, engagement, conversions
SEO audit fundamentals
Tools: Google Search Console, Yoast SEO

Project 2: SEO-Driven Content Marketing Plan

Conduct keyword research for a specific niche
Develop 7-day content calendar
Create optimized page titles and meta descriptions for 5 pieces of content
Outline a comprehensive blog post with SEO best practices
Plan content promotion strategy across channels
Define KPIs to measure content performance

Social Media Strategy Fundamentals

Building blocks of social media marketing
Platform overview: demographics, content formats, use cases
Setting social media goals and metrics
Content pillars and themes
Social media governance and brand safety
Social media audit methodology

Instagram Marketing

Instagram platform overview and social impact
Organic vs. paid Instagram strategies
Creating visual content that increases engagement
Mastering Stories, Reels, and IGTV
Hashtag strategy and research
Building a community through engagement
Post cadence and optimal timing
Instagram Insights and analytics

Facebook Marketing

Facebook algorithm and its impact on organic reach
Business pages: setup and optimization
Facebook Groups for community building
Content types that perform best on Facebook
Meta Business Manager overview
Organic engagement strategies
Integrating Shopify with Facebook

LinkedIn Marketing

Personal profiles vs. Company pages
Optimizing personal profiles for thought leadership
Creating and managing a LinkedIn Company page
Content strategies for LinkedIn: articles, posts, documents
LinkedIn Groups for networking and lead generation
Employee advocacy programs

YouTube Marketing

YouTube as a search engine
Channel setup and optimization
Video SEO: titles, descriptions, tags, thumbnails
Content strategy for YouTube: tutorials, reviews, vlogs
YouTube Analytics: watch time, retention, traffic sources
Building a subscriber base

X (Twitter) & Blogging

X (Twitter) platform dynamics and use cases
Content strategy for text-based platforms
Hashtag usage and Twitter chats
Blogging fundamentals and cross-promotion
Building brand identity through written content

Project 3: Multi-Platform Social Media Campaign

Select a hypothetical brand and target audience
Develop platform-specific content strategies for 3+ platforms
Create a 7-day content calendar with post ideas
Design visual content mockups using Canva
Define engagement metrics and KPIs for each platform
Document posting schedules and community management approach

Google Ads Fundamentals

Google Ads account setup and structure
Campaign types: Search, Display, Shopping, Video
Keyword match types: broad, phrase, exact
Bidding strategies and how the Google Ads auction works
Ad rank and quality score
Budget allocation and management

Creating Effective Google Ads

Writing ad copy that converts
Ad extensions: sitelinks, callouts, structured snippets
Responsive search ads
Display advertising with Google Ads
Landing page best practices for paid traffic
Ad testing and optimization

Facebook & Instagram Advertising

Meta Ads Manager interface and navigation
Campaign objectives: awareness, consideration, conversion
Audience targeting options: demographics, interests, behaviors
Custom audiences and lookalike audiences
Ad formats: image, video, carousel, collection
Facebook Pixel setup and tracking

Campaign Optimization & Remarketing

Campaign performance monitoring and optimization
A/B testing ad variations
Remarketing strategies for Search and Display
Budget optimization across platforms
Cross-platform paid campaign coordination
Campaign automation features

Project 4: Paid Advertising Campaign Plan

Select a product/service and define campaign objective
Develop keyword strategy and match types
Create ad copy for 3 ad variations
Define audience targeting for social media ads
Estimate budget and select bidding strategy
Forecast KPIs: CTR, CPC, conversion rate, ROAS
Plan landing page experience
Document optimization approach and testing strategy

Email Marketing Fundamentals

The role of email marketing in the marketing mix
Building an email list: opt-in strategies and lead magnets
Email marketing platforms: Mailchimp, Klaviyo, HubSpot
List segmentation strategies
Email design principles
CAN-SPAM and GDPR compliance

Email Campaign Development

Welcome email sequences
Newsletter content and cadence
Promotional email strategy
Transactional emails and triggered campaigns
Subject line strategies and A/B testing
Personalization techniques

Marketing Automation & Workflows

Marketing automation fundamentals
Building automated workflows: welcome, nurture, re-engagement
Lead scoring and behavior-based triggers
Integrating email with other channels
Measuring email performance: open rates, click-through rates, conversions

Project 5: Email Nurture Sequence

Define target audience segment and their needs
Map customer journey and identify nurture opportunities
Create 5-email automated sequence with content strategy
Write email copy for each touchpoint
Define triggers and timing for each email
Set up measurement plan with key metrics
Document personalization and segmentation strategy

Google Analytics 4 Fundamentals

Introduction to web analytics and GA4
GA4 account setup and configuration
Navigating the GA4 interface
Key metrics and dimensions
Audience, acquisition, behavior, and conversion reports
Understanding the buyer’s journey through analytics

Goal Tracking & Campaign Measurement

Setting up goals and conversions in GA4
Key events (formerly conversions) configuration
UTM parameters for campaign tracking
Building measurement plans aligned with KPIs
E-commerce tracking fundamentals

Dashboards & Reporting

Creating custom dashboards in GA4
Data visualization best practices
Google Looker Studio (formerly Data Studio) for reporting
Building sector-specific analytics dashboards
Performance reporting for stakeholders
Attribution modeling for multi-channel campaigns

Project 6: Analytics Dashboard & Performance Report

Define KPIs for a specific business/campaign
Create custom dashboard using Google Looker Studio
Pull data from sample GA4 account
Analyze performance trends and insights
Develop optimization recommendations based on data
Create executive summary report with visualizations
Document measurement plan for ongoing tracking

Introduction to AI in Marketing

What is generative AI and how it’s transforming marketing
The evolution of marketing technology: from automation to AI agents
Current state of AI adoption in marketing teams
Marketing use cases: content creation, personalization, analytics, customer service
Ethical considerations: bias, content quality, copyright, authenticity

AI for Content Creation & Ideation

Using ChatGPT and Claude for content ideation and drafting
AI writing tools for blogs, social media, emails, and ads
Prompt engineering fundamentals for marketing
Editing and refining AI-generated content
Maintaining brand voice with AI assistance

AI for Visual Content

AI image generation tools for marketing
Reve.art for professional B2B imagery: mockups, branding, storyboarding
Creating consistent brand visuals with AI
AI-powered editing tools for photos and videos
Generating video scripts and storyboards

AI for Presentations & Pitches

Gamma for AI-powered presentation creation
Transforming bullet points into professional decks
Combining AI tools: Reve.art + Gamma workflow
Creating hyper-personalized sales collateral at scale
Tracking presentation engagement analytics

AI for Content Repurposing & Workflow

Opus Pro for turning long-form video into social clips
Get Recall for transcript extraction and summarization
Using Claude to generate articles from transcripts
Content repurposing workflows: webinar → clips → articles → social posts
Automating routine marketing tasks with AI

Project 7: AI-Augmented Campaign Portfolio

Select a campaign concept from previous projects
Use AI tools to enhance every aspect
Document which AI tools were used and how
Compare efficiency gains vs. traditional methods
Create final campaign package with AI-generated assets
Include reflection on quality, authenticity, and ethical considerations

Final Project: Complete Digital Marketing Campaign

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