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P. C. E. T.’s
S. B. Patil Institute of Management
903 – Certification Course for Marketing
Syllabus for 2017 – 18
Digital Marketing Training proposal
For
Patil
Institute Management
SB
of
By
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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
T
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 &
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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
I,{Ww. BA c g ca r g.e"{", i tl
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
PIaces
-Hsurs
.Y
903 : Certification Course for MarketingSyllabus & Details 2016 - 17
(An ISO 9001:2008 Company).
. Member of MCCIA & ERA
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. l.vlv\g,pa,cegarser,'in
r Demand Analysis with Online Tools.. CompetitorsAnalysisr Keyword Analysis
Onnage SEO :
' 'o ttfebsite Auditr ContentAudita
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ntationWebmaster and Analytics ImplementationCrawling TestingOhpage SEO Testing.Report
Oftage SEO:
i**-srtffirtrilTiForum Postingr Article Submission.. press Release, Social Media for SEO
V r LlnhExchange. Link Building. D3illt SEO Activitiesr -Social Bookmarking
. . 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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903 : Certification Course for MarketingSyllabus & Details 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
4 Hours
4 Hours
B Hours
4 Hours
2 Hours
4 Hours
B Hours
Digital Collab
dul r MBA Students to gain insights &
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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
NESSPLAN .
,
tal Marketing Goals
your marketing,mix
;ing Objectives & Budgets
[UI)
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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4, PREPARING ONLINE
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6. CREATTNG
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A MARKETING EFFECTTVE STOREFRONT
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
\,B. SEO (SEARCH ENGTNE OPTTMIZATIoN)
F Keywords Research
F Site IndexF Content WritingF On-page Optimiza> Off-page Optim
9. SEM ISEARCH ENGTNE
ategy
d Ac Setup
Preferences
p Campaign
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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1.4. DIRECT SALES & SEIIING
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de : The Power 0f Positive Thinl<ing
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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