P. C. E. T.’s

S. B. Patil Institute of Management

903 – Certification Course for Marketing

Syllabus for 2017 – 18

Digital Marketing Training proposal

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18th September2OtT

903 : Certification Course for MarketingSyllabus & Details 2017 - 18

Scope of Work

Conducting Digital Marketing Training for SB Patil Institute of Management.

Below is the Digital Marketing Course Structure for the same:

Digital Marketing Ecosystem

o Introduction to Digital Marketing

. Key Players & Market Share

o Digital Advertising Market Share

o Digital Marketing Industry IndustryTrends

o Understanding Different Websites

o Understanding Revenue Models

o Understanding Pricing Models

Google Adwords

o Paid Advertising Pricing Fundamentals

o Understanding Adwords Campaign Structure

o Understanding Different Bidding Strategy

o Understanding Campaign Settings for Different Verticals

o Defining Ad Groups & Kqywords for Campaigns

o UnderstandingDifferentialBidding

o Understanding Ad Position Factors

o Understanding Bid Automation

o Understanding Quality Score & Ad Rank

o Understanding Conversion Tracking & Setup

o Keyword Insertion & Dynamic Search Ads

o Ad Customization for Ecommerce

o Understanding Display Campaign Targeting

o Understanding Remarketing Campaign & Setup

o Understanding Video Campaign & Setup

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Understanding Video Campaign & Setup

Data lnterpretation of Adwords

U nderstanding lmproving Different Metrics

U nderstanding Competitive Metrics

Budget Planning & Allocation for Campaigns

Creating Live Campaigns in the Class (lnstitute to provide 5K for students for creating live

campaigns)

Search Engine Optimization

U nderstanding Website Structure

U ndersta ndi ng We bsite Structu re for E-Com me rce

Content StrategY for Website

Keyword Research for SEO (Keyword Planner, Keyword Discovery, SpyFu, SEM Rush)

On Page Optimization

Title Tag, Description Tag, Header Tags, URL Structure, Keyword Density, Alt Tag, Anchor Tag

Sitemap, Robots.txt, www resolve, Custom 404Error, CanonicalTag, Page Load Time,

Redirection (301& 302)

E Commerce SEO

Accelerated Mobile Page

Business Listings

Off Page Optimization

Guest Blogging, Classified Submissions, Article Submissions, Blog Commenting & Forum

Answers, Directory Submissions, PR Submissions, Social Bookmarking, Video Submissions

Google Updates: Panda, Penguin, Humming Bird, Pigeon, Possum

Social Media Marketing

U nderstanding Objectives of Platforms

Facebook Advertising

Twitter Advertising

Linkedln Advertising

Social Media Content StrategY

How to trend a Hash Tag

Influencer Marketing

Case Studies: Logitech, Fast & Furious etc

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Google Analytics

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Setting up Google Analytics

Understanding Key Terms in Google Analytics

Traffic Sources Data

Understanding Bounce Rate & Howto reduce it

Setting Up Goals

E-Commerce Conversion Tracking

Setting Up Re-Marketing from Google Analytics

U ndersta ndi ng Assisted Conversions

Data Interpretation of Analytics

Key Factors to look at for Better Optimization

How to improve Conversion Rate on the website

Reporting

Email Marketing

Fundamentals of Email Marketing

Optln & Double Optin Database

Email Marketing Content Strategy

Email Marketing Do's & Don'ts

EmailAutomation

Creating Email Automation Campaigns

Mobile Marketing

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Mobile App Marketing

Mobile App Analytids

Missed Call Marketing

SMS Marketing

Mobile App - Metrics

Mobile Marketing Networks

Ad Networks

o Understanding Ad Networks Ecosystem

. Types of Ad Networks

o Key Players

o Metrics for Ad Networks

Influencer Marketing

o What is Influencer Marketing

o How to Leverage lnfluencer Marketing

o Influencer Marketing Platforms

o Case Study

Training Program Duration:

50 Hours of Training

Training Program Fee's

5,OO0l- Per Student (if students less than 20)

4,5OOl- Per Student (if students 20 or more than 20)

Payment Terms:

o 15 Days Post the Start Date ofthe Training Program

Other terms:

Course does not incldde any development training, training is only related to Digital Marketing

Scope of work includes only things as mentioned as above, anything outside the scope needs to

discussed in all aspects

As mentioned earlier 5k to given by the lnstitute to the student for training on Adwords &

Facebook

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Confirmation of the agreement by both parties for the above

P. C. E. T.’s

S. B. Patil Institute of Management

903 – Certification Course for Marketing

Syllabus for 2016 - 17

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PACE CAREER ACADE-MY

(An ISO 9001:2008 Company)

Member of MCCIA & ERA

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e Demand Analysis. Target Audience Analysis. .Buyer's P€rsona Creationi Content Creation Planning

Content Qreation :

. Contentldea Creation

. Making Shareable Content

. Graphics ldeas and Creation

. Basic Video Creation.fpr Social Media Marketing

. Auclio Content Crbation and Using Platforms

. Content Creation Tools

Creating Sotial Media Marketing and MariagementActioh Plan

Facebook Marketing Complete Marketing Techniques '

Ttvitler Marheting and Management

' Linkedin Marketing and Management

. Google+ Marketing Management

Instagrarn and Pinterest ior Marketing

\y Social Meclia lVlarl<eting Tools

Social Media Adveltising on various Social Platforms

Social Media RePorting

Social Media Marketing ROI measurement

International Certification for Social Merlia frorn various associations and market

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903 : Certification Course for MarketingSyllabus & Details 2016 - 17

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. . Directory Submission. r' ContentMarketingAdvance. Llnk Tracking

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P. C. E. T.’s

S. B. Patil Institute of Management

903 – Certification Course for Marketing

Syllabus for 2015 - 16

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Introduction to Digital Marketing

Business Analysis For Digital Marl<eting

Digital Marketing ReSearch

Preparing Digital Marketing Business Plan

Web Designing [UI) Overview

Marketing Storefront Overview

Blogging Overview

SEO [search Engine OPdmization)

SEM [search Engine Ma

Social Media Marketi

Email Marketing

DURATION

2 Hours

2 Hours

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4 Hours

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4 Hours

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Digital Collab

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L. INTRODUCTION TO DIGITAL MARKETING

F Evolution of Digital MediaF Internet Eco System

) Digital Marketing Ecosystem

' Digital Marketing process

2. BUSINESS ANATYSIS FOR ONLINE MARKETING

3. DIGITAL MARKETING RESEARCH

Business

ProductS / Services

Target Customer FrofilingUSP

Competition'Marketing Objectives & Budgets

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your marketing,mix

;ing Objectives & Budgets

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Domain Management

Web Hosting Management

Website Index

Concept / PositioningNavigation

Layouts

Branding

Color Schemes

Fonts

Call To ActionContent WritingCreating Mobile Friendly Website

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F Key Components of an Online Store

F Online Merchandising) StorefrontRequirements) Do's & Don't's

7. BTOGGING

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Blogging 0bjectives

Deciding Topic of Blogging

Selecting the Right Platform

Designing Blog

Getting Most out of Blog

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F Keywords Research

F Site IndexF Content WritingF On-page Optimiza> Off-page Optim

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Preferences

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Ad Groups

ritingBidding

Optimizing Quality Score

Reporting

10, SOCIAT MEDIA MARKETING

Building & Managing Fanbase,0n Facebook

Leveraging Linkedin's Professional NetworkTwitterYoutube

Slideshare

Other Social Media Platforms

Real World to Online Socializing

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1.1: EMAIT, MARKETING

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Email Marketing Tool

Creating Ac For Email Marketing

Email Lists

Designing Emailers

Rolling 0ut Emailers

Finding Subscribers to Emailers

12. DIGITAL COLLABORATIONS

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Google Drive

Document Sharing

Online forms for information capturing

Responding to

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13. ONLINE REPUTATION MANAGEMENT

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Buy?

ttert Showmanship In Salesmanship

iance & Sales Etiqugttes

The Time Element

Being Important Is Very Important

The Close

Lis[ening Is part 0f Effective Selling

Selling Intangibies

Negotiation skill

The Sales Persons Compensation.

The Complete Piofessional Salesperson

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