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Digital Marketing

In this course, students will develop a unique, innovative, and practical way of thinking in order to create a marketing strategy in the digital world. This course focuses on marketing, advertising, promoting Google sites and managing campaigns on social networks and through the PPC marketing model. Using professional concepts from the marketing content world, using e-commerce tools, digital research tools, advertising tools, and building the correct marketing strategy- students will become experts in the digital field.

This course requires intensive work and is suitable for students who can practice in the classroom and independently after school hours.

Course Duration
50 contact hours over 1 months.
Learning Materials
Students will have access to course notes, hand outs and textbook resources
Outcomes

On successful completion of this course, students should be able to:

  • Be able to understand the key concepts of digital marketing
  • To know why digital marketing is important in today’s fast faced business world
  • To understand different means of marketing tools from an digital marketers perspective
  • Understand how Digital marketing impacts upon business and individuals
Course Outline

This course covers a number of topics covering from Introduction to Marketing and Branding; Internet and search engines, Market research and optimization; Use Google analytics to monitor the website traffic; manage social media, PPC Marketing and is delivered in a classroom based environment in a lecture/seminar format, using case studies, discussions, group and individual work.

Introduction to Marketing and Branding 15 hours

Branding and Advertising - In this unit students will review famous campaigns in the field of digital marketing, the principles of digital advertising, rules for building a brand and key concepts in the field (such as USP).

Competitive analysis - Traffic evaluation, media sources, search keywords (organic / sponsored), strategy building.

Google SEO 9 hours

Internet and search engines - This unit will review concepts and processes in the Internet, explain the meaning of a domain, how to purchase a domain, and asses differences in URL extensions, storage servers, and FTP files. Students will learn how search engines work and what factors influence website promotion (content, seniority, links, load times, Google spiders, negative SEO).

Google Analytics 9 hours
 

Google Analytics is a software for analyzing web site traffic. Students will practice using tools, learn about account management and profiles and how to define goals.

Managing social media sponsored campaigns 9 hours
 

Setting up and managing campaigns - Understanding the differences between campaign types and building a business page, creating persona and building a visual strategy for mobile and web. Students will get familiar with Facebook Business and will practice analyzing usage data through Ads Manager and matching budgets to customers. At the end of the unit, students will focus on ways to recruit customers, different types of contracts, and how to price a campaign.

PPC Marketing 5 hours

Create ads - Create a Google AdWords account, rules for creating ads, use dynamic extensions, conversion types, and use conversion optimizers.

Copywriting 3 hours
In this unit the students will know the issues related to copyright and its importance’s; how to write a blog or a post, Newsletters, Emails.
Assessment

To attain a Certificate for this course students must:

  • At the end of the course, students will present the campaigns they created during the course for class assessment.
  • Students who attain a mark of 50% or above will be awarded a Certificate in Digital Marketing.
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