Introduction

• Overview of DMCA

Search Engine Optimisation (SEO)

• Introduction to SEO
• On-Page Optimisation
• Off-Page Optimisation
• Off-Site optimisation and Link Building
• Duplicate Content
• Keyword Research and Competitive Analysis
• Design and Architecture
• Local SEO
• SEO Measurement
• The Changing State of SEO
• Integrating SEO with Other Disciplines

Introduction to Social Media

• Overview of Social Media
• Social Media Strategy and Planning
• Social Media Channel Management
• Social Media Management Tools
• Social Media Measurement and Reporting
• Social Advertising

Introduction to Content Marketing

• Overview of Content marketing
• Content market Strategy
• Overseeing a Content Management Program
• Content Marketing Tactics
• Social Media Platforms
• Measurement and Budget

Email Marketing

• Overview of Email Marketing
• Spam
• List Building and List Management
• Elements of an Email
• The Process of Measuring Email
• Marketing Automation
• Integrating Email with other disciplines

Mobile Marketing

• Introduction to SME
• Overview of Mobile Marketing
• Mobile Products and Services
• Promotions and Incentives
• Integration with Marketing Mix
• Mobile Advertising
• Mobile Analysis
• Rules and Regulations

Pay Per Click (PPC)

• Overview of Pay Per Click
• Psychology of Search
• Account Hierarchy
• Search Ads and Keyword Targeting
• Increasing Reach with Display Network
• Reaching Target Audiences
• The Buying Funnel
• The Paid Search Auction
• Setting and Measuring Marketing Goals
• PPC into Digital Strategy

Website Conversion Rate Optimisation

• Overview of Website Conversion Rate Optimisation
• Laying the Foundations of Conversion
• Knowling your customers
• Creating the message
• Anatomy of the Landing Page
• Importance of Design
• Testing for Conversions
• Setting Bigger Picture

Introduction to Data Analytics

• Overview of Data Analytics
• Organisational Maturity
• Building Blocks
• Managerial Perspectives of Digital Analytics
• key Performance Indicators
• Segmentations
• The Analysis Process
• Marketing Management
• Experimentation and Testing
• Reports and dashboards
• The Digital Analytics Stack

Marketing Automation

• Overview of Marketing Automation
• Leap Capture and Nurture
• Automated Campaigns
• Improving Customer Life Cycle

Programmatic Buying

• What is Programmatic Buying?
• Programmatic Buying vs Traditional Paid Marketing
• Programmatic Direct vs RTB
• Programmatic Workflow
• Targeting Strategies in Programmatic
• Ad Frauds

Google Analytics

• Advanced Table Filtering
• Analytics Intelligence
• Mobile Application Tracking
• Multiple Goals and Goal Types
• Tracking Unique Visitors
• Custom Data Alerts
• Identify the Known Unknowns & Leverage Custom Alerts
• UTM Tracking Parameters Part 1: Tracking Parameter Concepts
• UTM Tracking Parameters Part 2: Tracking Parameter Examples
• Universal Analytics
• Enhanced Ecommerce

Google Adwards Fundamentals

• Introduction to AdWords
• Account Structure
• Keywords & Match Types
• Creating Text & Search Ads
• Ad Extensions
• Display Ads
• Display Targeting
• Campaign Types & Settings
• Advertising Metrics
• Bidding & Bid Modifiers
• Quality Score
• AdWords Reports
• AdWords Tools
• Optimizing Your Account

Facebook

• Understanding Facebook
• Facebook Presence and The News Feed Algorithm
• Visual and Video Content on Facebook
• Putting Facebook to Work
• Facebook Messenger
• Facebook Advertising

YouTube and Video Marketing

• Overview of YouTube and Video Marketing

Twitter

• Understanding Twitter
• Using Twitter as a Marketer
• Customer Service and Engagement Via Twitter
• Marketing on Twitter
• Understanding Twitter Advertising
• Twitter Ad Options

Digital Marketing Strategy

• Overview of Digital Marketing Strategy