Online Course in Digital Marketing

Discover the keys to web positioning (SEO), digital advertising (SEM), email marketing, social networks and web analytics

Nid: 25260
Syllabus
CONTENTS

1.Introduction to Digital Marketing: Context and Strategy

  • 1.1. Introduction: Digital presence objectives
  • 1.2. Costumer Decision Journey
  • 1.3. Buyer persona
  • 1.4. Structure of a Digital Marketing Plan
 

2. Search engines

  • 2.1. Introduction to search engines
  • 2.2. Search habits: keywords and web positioning
  • 2.3. SEO strategy development
  • 2.4. Tools: Google Search Console
 

3. Digital advertising

  • 3.1. Search
  • 3.2. Display
  • 3.3. Social Ads
  • 3.4. Remarketing
  • 3.5. Affiliates
  • 3.6. Tools: GoogleAds and MetaBusinessManager
 

4. Email Marketing

  • 4.1. Introduction to email marketing: when and why to use it
  • 4.2. Capture of online/offline records
  • 4.3. Segmentation
  • 4.4. Structure and content
  • 4.5. Metrics
  • 4.6. Emailmarketing tools (Mailchimp, Acumbamail, Mailjet, Hubspot…)
 

5. Social Media

  • 5.1. What is Social Media Marketing and Social Networks and what is it for?
  • 5.2. Objectives and choice of channels
  • 5.3. Content, style and tone of communication
  • 5.4. Publication plan
  • 5.5. Social Media Management Tools
 

6. Web analytics

  • 6.1. Web Analytics and KPIs
  • 6.2. Monitoring and optimization of digital actions
  • 6.3. Tools: GA4 and GoogleTagManager
  • 6.4. Dashboard: LokerDataStudio and Microsoft PowerBI