1. Introduction to Digital Marketing

• What is digital marketing?
• Traditional vs digital marketing
• Digital marketing channels
• Customer journey & marketing funnel
• Key digital metrics (CTR, CPC, CPA, ROI)

2. Website Planning & Optimization

• Domain & hosting basics
• Creating a website (WordPress / CMS)
• Landing page design principles
• UX/UI essentials
• Website speed optimization
• Understanding buyer personas
• A/B testing fundamentals

3. Search Engine Optimization (SEO)

On-Page SEO

• Keyword research (SEMrush, Ahrefs, Keyword Planner)
• Meta tags, URL structure
• Content optimization
• Image & multimedia optimization
• Internal linking strategies

Off-Page SEO

• Backlink building
• Guest blogging
• Social signals
• Brand mentions

Technical SEO

• Sitemap & robots.txt
• Core Web Vitals
• Mobile SEO
• Schema markup
• Canonical tags
• Crawl errors & indexing

SEO Reporting

• Google Search Console
• Google Analytics for SEO

4. Search Engine Marketing (SEM / Google Ads)

• Introduction to PPC
• Google Ads account structure
• Keyword match types
• Bidding strategies
• Creating search campaigns
• Display & video ads
• Ad extensions
• Conversion tracking
• Quality score optimization

5. Social Media Marketing (SMM)

Platforms

• Facebook
• Instagram
• LinkedIn
• YouTube
• Twitter (X)
• Pinterest

Skills

• Creating content calendars
• Social media algorithms
• Hashtag research
• Influencer marketing
• Lead generation through social media
• Community management

Paid Social Advertising

• Facebook Ads Manager
• Instagram Ads
• LinkedIn Ads
• Retargeting campaigns

6. Content Marketing

• Types of content (blogs, videos, infographics)
• Content strategy & planning
• Content distribution channels
• Storytelling techniques
• Copywriting essentials
• Visual content creation (Canva, tools)

7. Email Marketing

• Email list building
• Email automation (Mailchimp, Sendinblue)
• Segmentation & personalization
• Drip campaigns
• A/B testing for emails
• Avoiding spam filters
• Email analytics

8. Analytics & Data-Driven Marketing

• Google Analytics 4 (GA4)
• UTM parameters
• Customer behavior analytics
• Conversion funnel analysis
• Dashboard creation
• KPI tracking

9. E-Commerce Marketing

• Product listing optimization
• Shopify / WooCommerce basics
• Amazon Marketplace SEO
• Email & SMS automation
• Abandoned cart recovery
• Upselling & cross-selling strategies

10. Mobile Marketing

• Mobile app marketing
• Push notifications
• SMS marketing
• Mobile-friendly website optimization

11. Affiliate Marketing

• How affiliate marketing works
• Selecting affiliate programs
• Affiliate networks (CJ, ShareASale, Amazon)
• Conversion optimization for affiliate sites

12. Online Reputation Management (ORM)

• Brand monitoring
• Handling negative reviews
• Crisis management
• Tools for ORM (Social Mention, Brandwatch)

13. Marketing Automation

• CRM systems (HubSpot, Zoho)
• Lead scoring
• Automated workflows
• Customer lifecycle management

14. Artificial Intelligence in Digital Marketing

• AI content generation
• Chatbots
• Predictive analytics
• Personalized recommendations
• Marketing automation with AI tools

15. Capstone Projects

Examples:

• Create and rank a website using SEO
• Run a full Google Ads campaign
• Develop a social media strategy for a brand
• Build a content marketing funnel
• Launch an email automation sequence
• Analyze Google Analytics data and present insights