This module provides a foundational understanding of marketing, covering the Marketing Mix, STP, its scope and importance, alongside an overview of key digital channels like websites, social media, email, and mobile platforms. Participants will learn to map the customer journey, build personas, delve into digital marketing fundamentals and strategies, including goal setting, budgeting, and campaign planning, and analyze successful campaigns through various case studies.

This module provides an introduction to Search Engine Optimization (SEO), covering its basics, importance, and current trends, along with practical techniques for on-page and off-page optimization. Participants will also learn Search Engine Marketing (SEM), including setting up campaigns with Google Ads, conducting keyword research, and understanding Google AdSense. The module covers essential performance metrics using tools like SEMrush, culminating in a practice session to apply SEO/SEM techniques to a real-world scenario.

This module focuses on leveraging the social media landscape, including platforms like Instagram, LinkedIn, Meta, X (Twitter), and Youtube, for effective audience segmentation and platform-specific content strategies. Participants will learn influencer marketing – from identification to management – and master creating, managing, and optimizing paid social media advertising campaigns. The module emphasizes monitoring performance metrics and culminates in a hands-on workshop to plan a comprehensive social media campaign.

This module introduces participants to AI in content marketing, covering an overview of AI tools for text, visual, and video content. Learners will develop techniques for content ideation and copywriting, and engage in hands-on training for landing page design using ChatGPT, Canva, and various video creation tools. The module also covers content optimization, AI ethics, and practical considerations, culminating in a project to create a content marketing campaign for a hypothetical brand.

This module emphasizes the role of analytics in managing and optimizing digital campaigns. Participants will learn the essentials of Google Analytics for setup, navigation, and reporting, and explore data visualization tools such as Power BI, Tableau, and Excel to interpret insights effectively. The module also provides hands-on training in A/B testing, experiment design, and attribution modeling, enabling accurate ROI calculation and data-driven decision making for campaign success.

This module focuses on scaling digital marketing efforts through automation and AI-driven personalization. Participants will gain practical experience with tools such as HubSpot, Mailchimp, and Zapier to create streamlined workflows and integrated campaigns. The module also explores hyper-personalization across WhatsApp, SMS, and email using AI, along with an in-depth look at programmatic advertising, including real-time bidding and ad exchanges to maximize campaign efficiency and reach.

The Capstone Project serves as the program’s culminating experience, enabling participants to integrate and apply skills learned across all modules. Working in teams, participants will design and execute a comprehensive digital marketing campaign from strategy development and channel selection to execution across SEO, SEM, social media, content, and automation tools. The project includes the use of AI tools such as ChatGPT and Canva for strategy and content creation, and employs Google Analytics and other platforms for performance measurement. The module concludes with a presentation, feedback session, and showcase, providing participants with practical, outcome-driven experience in managing real-world campaigns.