DIGITAL MARKETING FOUNDATIONS AND STRATEGY

1

Digital Marketing Ecosystem and Strategic Planning

Evolution and scope of digital marketing; Indian and global digital landscape; traditional and digital marketing; owned, earned and paid media; digital platforms and business models; campaign objectives; segmentation, targeting and positioning; personas; customer journey, marketing funnel and RACE framework; integrated planning, budgeting and media allocation

2

Websites, Content Marketing and Digital Customer Experience

Role of websites and landing pages; domain, hosting and content management concepts; mobile-first design; UX, UI and accessibility; digital value proposition; content strategy and editorial calendar; storytelling and content formats; copywriting and calls to action; lead generation; conversion funnels; customer experience and conversion rate optimisation

CHANNELS, PERFORMANCE AND EMERGING PRACTICES

3

Search Engine Optimisation and Search Advertising

How search engines work; crawling, indexing, ranking and SERPs; keyword and competitor research; on-page, off-page, technical and local SEO; Google Business Profile; link building and SEO audits; paid search ecosystem; auction, bidding and quality score; campaign and ad-group structure; search, display, video and shopping advertising; remarketing and landing-page alignment

4

Social Media, Influencer and Community Marketing

Social media strategy and platform selection; Facebook, Instagram, LinkedIn, YouTube and emerging platforms; organic and paid social media; content formats and publishing; audience targeting; community management and social listening; influencer marketing; user-generated content; social commerce; WhatsApp marketing; online reputation and crisis response

5

Email, Mobile, E-commerce and Marketing Automation

Permission-based and lifecycle marketing; email list building, segmentation, personalisation, creative, deliverability and testing; mobile marketing, apps, SMS and notifications; affiliate and programmatic marketing; e-commerce websites and marketplaces; product discovery and digital merchandising; CRM integration; lead nurturing, automation workflows and omnichannel engagement

6

Digital Analytics, Performance Marketing, AI and Governance

Digital measurement framework; reach, engagement, conversion and retention metrics; web and campaign analytics; dashboards and reporting; attribution models; A/B testing; ROI, ROAS, CAC and customer lifetime value; performance optimisation; AI and generative AI for research, content, targeting and personalisation; privacy, consent, cybersecurity, brand safety, ethics and emerging trends