Introduction to E-Commerce and Digital Marketing
Introduction to Electronic Commerce ; Impacts of Electronic Commerce; Market forces driving E-Commerce; Understanding Traditional Marketing and Digital Marketing; Digital Marketing Process; Digital Marketing tools and its techniques; Trends in Digital Marketing.
Creating a E-Commerce Website
Types of Websites; Planning and conceptualizing a Website; Web technologies and hosting for E-Commerce site; Website design best practices; E-Commerce System Applications; Domain names and Domain extensions; Create a website using Wordpress for practice and learning.
Search Engine Optimization (SEO)
Understanding Search Engine: working, functions, major players; Keyword Research; On-page Optimization and techniques; Google webmaster and Google Analytics tools for site tracking; Alexa and Alexa integration; Off-page optimization and its techniques: backlinks, Directory submissions, forums, sites and blogs postings, Article writing and submission, Social Bookmarking, and more; Understanding Google Page rank; Local SEO; Search engine Algorithms; Google’s webspam algorithms to tackle webspam: Panda, Penguin, Humming bird updates.
Search Engine Marketing (SEM)
Understanding Inorganic/paid search; Overview of Google Adwords, Microsoft Adcenter and Yahoo Search marketing; Account Management; Campaign and Ad group Management; Understanding keyword targeting; Using different match types in keywords; Understanding terms like Adrank, Quality Score, bid, CPC, CPM, CPA etc; How to write compelling ads; Adwords Tools; Budgets and bidding; Measurement and optimization; Reporting and Analysis; Remarketing; Product listing Ads; Mobile Advertising; Creating Display campaigns; Tracking and measure view through conversions.
Social Media Marketing (SMM)
Understanding Social Media for digital marketing; Different platforms of social media: Facebook, LinkedIn, Twitter, Google+, Pinterest, and more; Video Marketing; Social media strategy; Making a Social Media content calendar; Make a Social media tactical plan; Social Media metrics and trends..
Inbound Marketing
Understanding Inbound Marketing; Methodology of Inbound Marketing; Inbound channel; Learn how to attract potential customers and how to convert them; Converting prospects to leads using emails; Converting traffic to leads by website optimization and landing page optimization.
Email Marketing
Understanding Email Marketing and its working, Types of Email Marketing; Designing a e-mail campaign; Email list management; Challenges of Email marketing; Auto-responders in e-mail marketing; Challenges in bulk e-mailing; E-mail Analytics.
Online Display Advertising
Display Advertising; Types of Online Advertising: Banner Ads, Rich media ads, Pop ups and Pop under ads, Contextual Advertising; Tracking and measuring ROI of Online Advertising.
Mobile Marketing
Fundamentals of Mobile Marketing; Mobile marketing tools; Advertising on mobile devices; Launching an SMS campaign; Mobile and Social Media; Leveraging social media via mobile devices.
Affiliate Marketing
Understanding Affiliate Marketing: 3A’s of Affiliate Marketing, How to be a Super Affiliate; Selling through Affiliates; Branding through Affiliate Marketing; Affiliate management agencies; Managing Traffic from Affiliate Network.
Web Data Analytics
Understanding Data Analytics; Data Analytics using Google Analytics; Setting up Google Analytics for your website: Account, Properties, Views, Filters, User Management; Understanding Google Analytics reports: Audience, Acquisition, Behaviour, Conversion, bounce and bounce rate; Integrating Adwords and Analytics account; Measuring performance of marketing campaigns with Google Analytics.
E-Commerce Marketing & Integrated Digital Marketing Strategy
Marketing the E-Commerce company using digital media; Customer Targeting and Proposition; Selecting appropriate digital tools to create an Integrated Digital Marketing plan: SEO, SEM, etc. ; Creating a Integrated digital marketing strategy; Strategies to guide online shoppers to an E-Commerce website and persuading them to buy the products or services online.
Capstone-Industry Project on Digital Marketing
Understanding Marketing environment, Understand Business model of the Company, Develop Integrated Digital Marketing Plan & Strategy.
Career Guidance Module for Digital Marketing Professionals
Career options in Digital Marketing arena, Digital Marketing roles in industry, Skills & Competencies of a Digital Marketing Professional, Essential soft skills training for successful interviews.
Qualification: 10+2/B.A/B.Com/B.Tech/B.Sc.(IT)/BCA/M.Sc(IT)/MCA/M.Tech pursuing or completed in any discipline.
The program would involve 90 hours of total academic inputs through combination of Face-to-Face and E-Learning mode. Besides it is expected to have additional inputs to be provided in form of collaborative exercises, assignments, assessment, etc. The components of academic inputs are given below:
The program is of 15 weeks duration in normal course. This program can also be completed in fast-track mode in 8 weeks
This program would combine pedagogy using lectures, case studies, blogs, videos, hands-on exercises, assignments and practicals. Besides the learner would be actively supported through e-Learning medium using digital communication tools like Learning Management System, Video Conference tools, etc. The faculty who would train the learners would have over five years of industry/academics experience and have proven expertise in the digital area.