Digital Marketing Certificate Syllabus

A certification or diploma in Digital Marketing mainly familiarises students with its basics and fundamental
components, techniques and tools. It aims to impart the learner with the key features of Digital Marketing, Search
Engine Optimization (SEO), Video Marketing, E-mail Marketing, Budgeting, Planning, etc. Take a look at the
comprehensive Digital Marketing course syllabus for diplomas and certifications:

Syllabus
Subjects
Introduction to Principles of Digital Marketing; Digital Marketing Channels; Tools to Create Buyer Persona;
Digital Marketing Competitor Research Tools, Website Analysis Tools, etc.

Content Marketing Content Marketing Concepts & Strategies; Planning, Creating, Distributing & Promoting Content;
Optimize Website UX & Landing Pages; Measure Impact; Metrics & Performance; Using Content
Research for Opportunities, etc.
Social Media Introduction; Major Social Media Platforms for Marketing; Developing Data-driven Audience &
Marketing Campaign Insights; Social Media for Business; Creation & Optimization of Social Media
Campaigns, etc.
Search Engine Search Engine Optimization Fundamentals; Keywords and SEO Content Plan; SEO & Business
Optimization Objectives; Writing SEO Content; On-site & off-site SEO; Optimize Organic Search Ranking, etc.

Web Analytics & Google Analytics Tools; Web Analytics Tools, etc.
Google Analytics

E-mail Marketing Effective E-mail Campaigns; E-mail Plan; E-mail Marketing Campaign Analysis; Measuring
Conversions & keeping up, etc.

Web Design Web design, optimization of websites; Publishing a basic website; User-centred Design and
Website Optimization; Design Principles and Website Copy; Website Metrics & Developing
Insight, etc.
Introduction to CRM Fundamentals to CRM; CRM Platforms; CRM Models; CRM Strategy, etc.
Video Advertising Basics of Video Advertising; Creating Video Campaigns; Measurement & Optimization; Creating
& Managing a YouTube Channel; Targeting Video Campaigns, etc.

Digital Marketing Digital Marketing Budget & Plan; Resource Planning; Cost Estimating; Cost Budgeting; Cost
Budgeting Control

UG Digital Marketing Course Syllabus

Every undergraduate-level program constitutes the general basics of the academic discipline.
Similarly, the Digital Marketing course syllabus at the bachelor’s level comprises of varied
foundational concepts from SEO to E-mail Marketing and Marketing Automation. Here is a table
that elucidates some of the major subjects under an undergraduate-level Digital Marketing
program:

Subjects Details
SEO Foundation Definition, essential tools, strategies,
 how to use SEO for different search engines, etc.
Content Marketing SEO and content writing,
various content marketing strategies.
E-mail Marketing Evolution of email, developments and
advancements in E-mail Marketing,
mapping industry trends, eliminating spam messages, etc.
Mobile Marketing Difference between mobile advertising
and marketing, utilising mobile marketing
for sales promotions, online applications, etc.
Pay-Per-Click Understanding different types of PPC,
creating compelling search ads and
understand how keywords and search
queries work together to display and
create advertisements.
Conversion Optimization What is AIDAS and its role; website optimization;
what visitors want to see on the website;
how to optimize key element and increase the
effect of landing on a particular page.
Digital Analytics Evolution of Digital Analytics, information about
end-to-end customer experience, analyst’s influence
on business, role as a change agent, etc.
Marketing Automation How to reduce time in converting the lead into a sale,
how additional triggers are used to build a
conversation with clients and customer and
increasing revenue.
Programmatic Buying How programmatic buying works in contrast with the
traditional marketplace, managing ad frauds with
the help of big data and machine learning.
Digital Marketing Finding the right mix of different channels and
Strategy managing and measuring the effectiveness of the strategies.

PG Digital Marketing Course Syllabus

After having an idea about what digital marketing is, the students can delve deeper into the
foundational concepts through a postgraduate program. The following table enlists the varied
concepts constituted under the digital marketing course syllabus at the master’s level like MBA
in Digital Marketing:

Subjects Details
Digital Marketing Foundation Difference between inbound and
outbound marketing strategies,
 using several tools to create a buyer persona
Competitor and Website Analysis Techniques for facilitating competitor
research using website analysis tools
and establishing a unique selling proposition
Market search & Niche Potential Carrying out research to understand
how the market works, how to use different
tools for performing market research
Website Design using Developing a connection with website users,
WordPress CMS tools to create a lead magnet for your
business site, using speed improvement tools
for mapping websites.
Content Creation and Promotion Latest trends in digital marketing,
content consumption, funnelling the content,
content mapping, along with how to creating
content for social media platforms and websites.
Search Engine Optimization (SEO) Advance-level SEO strategies like SEO reporting,
link building tools, back analysis tool,
keyword research tool, technical SEO tool.
Website Data Analytics Measuring digital marketing strategies,
undertaking business analytics along with
tools for probing website data like web and google analytics

 Introduction to Digital Marketing

 Introduction to CRM
 Affiliate Marketing
 Paid Ads Optimization Strategies
 Social Media Marketing
 Digital Marketing Project Management
 Market Research & Niche Potential
 SEO Optimization
 Introduction to Web Analytics
 Mobile Marketing
 Email Marketing
 Product Marketing (Facebook, Instagram, Google Ads)
 Digital Marketing Budgeting, Planning & Forecast
 Website Data Analytics
 Neuro-Marketing Fundamentals
 Competitor and Website Analysis
 Content Creation, Management & Promotion
 What is Digital Marketing?
 Evolution of Digital Marketing
 Top 10 Reasons to learn Digital Marketing
 Importance of Digital Marketing
 Why Learn Digital Marketing?
 What is the structure of the marketing plan
 How to make an effective Marketing plan
 How to Become a Digital Marketer
 Types of SEO
 How does Search Engine Work
 Tactics & Method
 How to Optimize Keywords
 SEO Tools
 Different SEO Techniques
 Backlinks
 What are the on-page Ranking Factors
 Best Practices
 Yoast SEO
 Yoast SEO Setup
 Yoast SEO Metabox
 Paid Marketing With Google Ads Tool
 Types of Search Queries
 Introduction to Google ADS
 Google ADS Account Structure
 Google AD Sense
 Types of Ads
 Managing Google Ads
 Content Marketing
 Pillers of Social Media Marketing
 Social Marketing Tools
 Email Marketing
 Integrated Digital Marketing
 Example: Microsoft Integrated Marketing Communication Approach
 Data-Driven Marketing
 How to Become a Digital Marketing Influencer?
 How to Become a Digital Marketer