Digital Marketing

What is Digital Marketing?

Digital vs. Traditional Marketing

Key channels: SEO, SEM, Social Media, Email, Content, Affiliate, Paid Ads

Understanding the Digital Customer Journey

Setting goals & KPIs

Importance of websites in digital marketing

Basics of WordPress / CMS platforms

Landing pages & user experience (UX/UI basics)

Content strategy: blogs, articles, videos, infographics

Writing content that converts

Introduction to SEO & search engine algorithms

Keyword research tools & techniques

On-page SEO: meta tags, headings, URL structure, keyword placement

Technical SEO basics: site speed, mobile optimization, indexing

Hands-on: Optimize a sample webpage

Off-page SEO: backlinks, guest posting, outreach strategies

Local SEO: Google Business Profile optimization

SEO analytics & performance tracking (Google Search Console, Ahrefs, SEMrush basics)

SEO best practices & common mistakes to avoid

Hands-on: Build a basic SEO plan for a website

Introduction to social media platforms (Facebook, Instagram, LinkedIn, TikTok, Twitter/X)

Creating a content calendar

Paid vs. organic social media strategies

Social media engagement: hashtags, storytelling, reels, community building

Hands-on: Create a sample social media campaign

Introduction to Google Ads (Search, Display, Video)

Facebook & Instagram Ads manager basics

Campaign structure: ad sets, targeting, bidding strategies

Tracking ROI: CTR, CPC, conversions

Hands-on: Create a mock ad campaign

Basics of email marketing & tools (Mailchimp, ConvertKit)

Building an email list ethically

Designing effective newsletters & drip campaigns

Content marketing funnels (awareness → engagement → conversion)

Hands-on: Create an email campaign + blog strategy

Google Analytics basics

Tracking campaigns across channels

Creating reports & dashboards

Building an integrated digital marketing strategy

Final Project: Students create a complete digital marketing plan (SEO + social media + ads + email) for a sample business.

Complete practical work experience for a month.