Course Title: Digital/Internet Marketing
Course Overview: This course is designed to provide students with a comprehensive understanding of digital marketing principles, strategies, and techniques. From foundational concepts to advanced strategies, students will learn how to effectively leverage digital channels to achieve marketing objectives. The course will cover various aspects of digital marketing including SEO, SEM, social media marketing, email marketing, content marketing, analytics, and more. Through practical exercises, case studies, and real-world examples, students will develop the skills and knowledge necessary to succeed in the digital marketing landscape.
Course Duration:
- Total Hours: 60 hours
- Duration: 10 weeks (6 hours per week)
Course Outline:
Module 1: Introduction to Digital Marketing
- Understanding Digital Marketing Landscape
- Evolution of Digital Marketing
- Importance of Digital Marketing in Today’s Business Environment
- Digital Marketing Channels Overview
Module 2: Website Development and Optimization
- Website Basics and Best Practices
- User Experience (UX) Design Principles
- Search Engine Optimization (SEO) Fundamentals
- On-page and Off-page SEO Techniques
- Website Analytics and Measurement Tools
Module 3: Search Engine Marketing (SEM)
- Introduction to Search Engine Marketing
- Google Ads Fundamentals
- Keyword Research and Selection
- Ad Copywriting and Ad Extensions
- Campaign Optimization and Performance Tracking
Module 4: Social Media Marketing (SMM)
- Introduction to Social Media Marketing
- Social Media Platforms Overview (Facebook, Twitter, Instagram, LinkedIn, etc.)
- Content Creation and Curation
- Social Media Advertising
- Community Management and Engagement Strategies
Module 5: Email Marketing
- Introduction to Email Marketing
- Building Email Lists and Segmentation
- Email Campaign Planning and Execution
- Email Design Best Practices
- Email Automation and Analytics
Module 6: Content Marketing
- Content Marketing Strategy Development
- Content Creation and Distribution Channels
- Blogging and Article Writing
- Visual Content Creation (Infographics, Videos, etc.)
- Content Marketing Metrics and Measurement
Module 7: Influencer Marketing
- Understanding Influencer Marketing
- Identifying and Engaging with Influencers
- Negotiating and Managing Influencer Partnerships
- Measuring the Effectiveness of Influencer Campaigns
- Case Studies and Success Stories
Module 8: Analytics and Data-driven Decision Making
- Introduction to Digital Analytics
- Web Analytics Tools (Google Analytics, etc.)
- Key Metrics and KPIs in Digital Marketing
- Data Analysis Techniques
- Reporting and Performance Optimization
Module 9: Mobile Marketing
- Mobile Marketing Fundamentals
- Mobile App Marketing Strategies
- SMS and MMS Marketing
- Location-based Marketing
- Mobile Advertising Platforms
Module 10: Digital Marketing Strategy and Planning
- Developing a Digital Marketing Strategy
- Setting SMART Objectives
- Budgeting and Resource Allocation
- Campaign Planning and Execution
- Performance Evaluation and Optimization Techniques
Module 11: Legal and Ethical Considerations in Digital Marketing
- Privacy and Data Protection Regulations
- Intellectual Property Rights
- Ethical Practices in Digital Marketing
- Compliance and Risk Management
Module 12: Emerging Trends and Future of Digital Marketing
- Artificial Intelligence in Marketing
- Voice Search Optimization
- Virtual and Augmented Reality Marketing
- Blockchain Technology and Marketing Applications
- Predictive Analytics and Machine Learning in Marketing
Final Project:
- Students will work on a digital marketing campaign project where they will apply the knowledge and skills acquired throughout the course to develop a comprehensive digital marketing plan for a real or hypothetical business.
Assessment:
- Quizzes and Assignments: 40%
- Final Project: 30%
- Participation and Engagement: 30%
Certification: Upon successful completion of the course and passing the final assessment, students will receive a certificate of completion from AfriTrain ICT Academy.
