Professional Diploma in Digital Marketing Batch 40 02082016

Professional Diploma in Digital Marketing Batch 40 02082016 V 1. 0 1

CONTENTS 1. Broad Contours 8. Instructor 2. Unique Features 9. About DMI, Ireland 3. Who Should Attend 10. Delivery Methodology 4. Course Schedule 11. How to Register 5. Course Content 12. Payment Details 6. Certification Criteria 13. Detailed Module Content 7. Program Director 02082016 V 1. 0 2

BROAD CONTOURS Delivery Methodology: Live, Interactive, Online; Direct to Device Duration: 3 months; 1 session per week Schedule: Sunday 05: 00 PM – 08: 00 PM IST Fees: INR 37, 500 + current applicable taxes (payable online) Orientation Session Date: Feb 12, 2017 02082016 V 1. 0 3

UNIQUE FEATURES Pioneers in Digital Marketing Training International Accreditation • This is the 40 th Batch of our Digital Marketing program • PDDM is internationally accredited in over 25 countries • NIIT has trained over 1700 students in the Digital Marketing Domain Pedagogy • A mix of lectures, case discussions and assignments for a holistic learning • Hands on experience through project implementation • Curated list of online resources, guides and websites 02082016 V 1. 0 Industry Recognized Course • The course syllabus is reviewed by a Syllabus Advisory Council of DMI, Ireland • The council is composed of leading digital brands including Google, Facebook, Twitter, Linked. In etc. Certification • Course Certificate from NIIT • The course additionally prepares you for the PDDM certification by DMI 4

WHO SHOULD ATTEND Designed for Marketing, Advertising, Product Management, Sales and Business Development Professionals • Digital marketing professionals desiring to enhance their knowledge • Marketing professionals wanting to add digital marketing to their skills portfolio • Entrepreneurs using digital marketing to improve their business performance • Sales/Business Development professionals wanting to branch out into the digital marketing domain • Individuals who want to capitalize on the opportunities in the digital marketing domain 02082016 V 1. 0 5

LEARNING PLAN Session 1 2 3 4 5 6 7 8 9 10 11 Date Sunday, Feb 12, 2017 Sunday, Feb 19, 2017 Sunday, Feb 26, 2017 Sunday, Mar 05, 2017 Sunday, Mar 12, 2017 Sunday, Mar 19, 2017 Sunday, Mar 26, 2017 Sunday, Apr 02 , 2017 Sunday, Apr 09 , 2017 Sunday, Apr 16 , 2017 Sunday, Apr 23 , 2017 Time (IST) 5: 00 PM - 08: 00 PM 5: 00 PM - 08: 00 PM 5: 00 PM - 08: 00 PM 02082016 V 1. 0 Module Topic Orientation Introduction to Digital Marketing Search Engine Optimization Search Engine Marketing (PPC) Display Advertising Email Marketing Social Media Marketing (Part 1) Social Media Marketing (Part 2) Mobile Marketing Analytics Strategy and Planning * dates are subject to change 6

COURSE CONTENT Module 1: Introduction to Digital Marketing Module 6: Social Media Marketing (Part 1) Module 2: Search Engine Optimization (SEO) Module 7: Social Media Marketing (Part 2) Module 3: Search Engine Marketing (PPC) Module 8: Mobile Marketing Module 4: Digital Display Advertising Module 9: Analytics Module 5: Email Marketing Module 10: Strategy and Planning 24062016 V 1. 1 7

CERTIFICATION Certification Criteria • A module test shall be conducted at the end of each module • NIIT to issue certificate of successful completion on clearing all the tests, with minimum 70% marks in each test • Participation certificate will be issued by NIIT if criteria of 70% marks in each test is not met • For DMI certification, participants are required to appear for an exam at Pearson VUE centers, after the payment of requisite examination fee separately to DMI/ Pearson VUE 02082016 V 1. 0 8

SAMPLE CERTIFICATE* *For illustrative purposes only 02082016 V 1. 0 9

COURSE DIRECTOR Dr. Neeraj Sharma • Vice President, NIIT Ltd • Holds a Ph. D. in Management from IIT Delhi and a Masters in Human Resource Management from IIT Kharagpur • 18 years of experience in technology-led education • As Head of Academics and Alliances for NIIT, has worked with IIMs (A, C, L, I, T), IIFT, IMT G and many other reputed business schools • Instrumental in designing various management programs and facilitating the education of over 25, 000 professionals • Authored a book “Man Manthan”, a collection of Hindi poems 24062016 V 1. 1 Linked. In Profile 10

BATCH INSTRUCTOR Apurv Chaturvedi • Apurv Chaturvedi is an experienced corporate trainer in multi channel digital marketing, branding, graphic designing, animation and digital publishing. He is the Founder and CEO of Irine Digital Factory that provides end to end services to digital publishers. • He has been associated with companies like Adobe Systems, Siemens, India Today Group, NIIT Ltd, Times of India, Group FM. He has sound knowledge of latest trends and technologies in the industry, with expertise of incorporating them in different creative work-flows and train them in a way everyone can understand. 24062016 V 1. 1 Linked. In Profile 11

STUDENTS FROM TOP ORGANIZATIONS We have trained professionals from some of the world’s leading organizations* 02082016 V 1. 0 * Indicative list 12

ABOUT DMI • Digital Marketing Institute (DMI) is a global leader in training professionals in digital marketing. They are dedicated to educating professionals in the field of digital marketing to ensure career growth and global competitiveness. • NIIT and DMI have entered into a strategic partnership to redefine digital marketing education in India. The Professional Diploma in Digital Marketing is a program designed by current digital marketers, for future digital marketers. https: //digitalmarketinginstitute. com 02082016 V 1. 0 13

DELIVERY METHODOLOGY • This is a complete Online course • Our live, instructor-led sessions can be attended from your PC/Laptop using an internet connection • Start learning our globally accredited program from any where System Requirements PC/Laptop Web Camera Headphone with Mic Internet connection with > 1 Mbps Speed This self-diagnostic test will verify if you meet the necessary software requirements (webcam, mike and internet speed cannot be verified through this link) https: //na 1 cps. adobeconnect. com/common/help/en/support/meeting _test. htm • • • 02082016 V 1. 0 14

HOW TO REGISTER Registration Details • Registration Process will end on 11 th Feb 2017 • You can register online at: https: //www. training. com/digital-marketing/diploma-in-digital-marketing Pre-requisites • The applicant should be a graduate from a recognized university 02082016 V 1. 0 15

PAYMENT DETAILS Course Fee: The Program Fee is INR 37, 500 + applicable taxes Early Bird Discount: You can avail also avail of an early bird discount of INR 3000 by registering for the program before 15 th Jan 2017. Payment Plan during Early Bird Payment Plan after Early Bird 1. Lump sum Payment: INR 34, 500 * : Payable before 15 th Jan 2017 2. Feb 2017 2. Installment Plan: Total: INR 36, 500 * i. Lump sum Payment: INR 37, 500 * : Payable before 12 th Installment 1: INR 23, 700 * : Payable before Installment Plan: Total: INR 39, 500 * i. 15 th Jan 2017 ii. Installment 1: INR 23, 700 * : Payable during registration Installment 2: INR 12, 800 * : Payable before 12 th Feb 2017 ii. Installment 2: INR 15, 800 * : Payable before 12 th Feb 2017 02082016 V 1. 0 * plus current applicable taxes 16

DETAILED MODULE WISE CONTENT 02082016 V 1. 0 17

Module 1 - Introduction to Digital Marketing The Introduction to Digital Marketing module introduces the foundational aspects of digital marketing and covers areas including: search, digital display, email marketing, social media marketing, mobile marketing as well as web analytics. In this module the course lecturer will also refer to the principles and processes, as well as the tools and techniques that underpin the Professional Diploma in Digital Marketing, and use effective illustrations and relevant, practical examples to bring the concepts and ideas to life. Key Concepts of Digital Marketing • Traditional Marketing v. Digital • The Opportunity of Digital Marketing • Characteristics of Digital Marketing • Implications with Digital Marketing • DMI Method • DMI Framework • DMI 3 i Principles • • • DMI Tactics Search Engine Optimization Pay Per Click (PPC) Email Marketing Digital Display Advertising Mobile Marketing Social Media Marketing Analytics Strategy and Planning Laws and Guidelines 24062016 V 1. 1 18

Module 2: Search Engine Optimization (SEO) This module will help participants to understand Search Engine Optimization (SEO) and how the tactics underpinning SEO can help boost the organic search ranking for a website on search engine results pages (SERPS). During the session, participants will explore keyword research and the process of selecting suitable keywords for a website, as well as optimization of content on a web page. Participants will learn how to create and include effective content and meta-tags throughout a website. The session will also cover how websites are viewed and processed by search engine spiders and how to speed up indexing. The session will cover off-page elements of optimization, including inbound linking as well as techniques to boost a website’s inbound link popularity. Key SEO concepts • Search results and positioning • Benefits of search position • Stakeholders in search • Mechanics of search • On-page/ Off-page optimization • Customer insights • Keyword research • • 24062016 V 1. 1 Keyword selection Content updates and layout Meta Tags Site Maps SEO Webmaster tools Ranking Inbound links and link building Laws and Guidelines 19

Module 3: Search Engine Marketing (PPC) This module will allow participants to better understand appreciate the importance of Pay-Per-Click Advertising (PPC), and how it can be used to effectively drive quality traffic to a website. During the session participants will be taken through the key concepts of Search Engine Marketing and shown how to set up a Google Ad. Words account, and develop an initial Ad. Words campaign. The process of setting up a Google Ad. Words campaign will focus on three key elements: keyword research, ad copy and landing pages. Ad. Words campaign settings and ongoing campaign management are also addressed. Key Concepts • Strengths of Pay-Per-Click • Keyword Research • Research Tools • Search Campaign Process • Keyword Selection • Ad Copy • Landing Pages • Targeting • • • Budgets Scheduling Display Networks Campaign Management Conversion Tracking Conversion Metrics: CPA, CTR Bidding Analytics Laws and Guidelines 24062016 V 1. 1 20

Module 4: Digital Display Advertising This module covers the foundational aspects of Display Advertising by first setting the scene and exploring the benefits and the business value of Display Advertising, and then addressing key campaign aspects including: ad formats, campaign setup and planning, target audience definition, publishers, as well as campaign administration, budgeting (incl. different pricing metrics), measurement and optimization. Key Concepts • Benefits of Digital Display • Challenges with Digital Display • Business Value • Running Effective Ads • Ad Formats • Ad Features • Ad Display Frequency • Campaign Planning • • • 24062016 V 1. 1 Campaign Steps Target Audience Campaign Objectives Campaign Budget Creative Formats Targeting Tracking the Campaign Optimizing the Campaign Laws and Guidelines 21

Module 5: Email Marketing The Email Marketing module will teach participants how to implement and deliver an effective email marketing campaign. The session will cover the four foundational aspects of email marketing: data capture and subscriber segmentation, email design and content, email delivery, as well as measurement and reporting. Key Concepts • Campaign Process • Data Capture: online • Data Capture: face-to-face • Segmentation • Email Design • User Behavior • User Characteristics • Email Copy • • • 24062016 V 1. 1 Email Structure Email Delivery Email Systems Filtering Scheduling Measurement Key Terms and Metrics Split Testing Laws and Guidelines 22

Module 6: Social Media Marketing (Part 1) This Social Media Marketing (Part 1) module will help participants to set up and prepare social media marketing initiatives. The course covers setting goals and priorities for social media campaigns and explores a range of core social media platforms, including: Facebook, Twitter, Linked. In, Google+ and You. Tube. Key Concepts • Social Media Goals • Setting Goals and Priorities • Facebook Features • Facebook Newsfeed • Facebook Business Page • Facebook Insights • Twitter Features • Twitter Engagement • Linked. In Setup & Profile • Linked. In Features • • • Linked. In Company page Google+ Setup Google+ Features Google+ Insights Google+ Analytics Google+ Brand Page You. Tube Setup You. Tube Channels You. Tube Features Tumblr Blogging 24062016 V 1. 1 23

Module 7: Social Media Marketing (Part 2) This module will help participants to promote, advertise and leverage social media through comprehensive campaigns and initiatives. The session covers the importance of social listening, and explores different tools which can help identify the volume, tone and sentiment of valuable social conversations. Content Planning and scheduling will also be focused on, as well as advertising on various social media platforms. Participants will learn how to measure, analyze and optimize their social media marketing campaigns. • • • Implementing Social Listening Content Planning Scheduling Tools Facebook Advertising Linked. In Groups Linked. In Advertising Twitter Advertising You. Tube - Advanced • • • 24062016 V 1. 1 Pinterest Advertising Instagram Snapchat Facebook Insights Linked. In Analytics Twitter Analytics Google+ Insights You. Tube Analytics Laws and Guidelines 24

Module 8: Mobile Marketing This session will help participants to create and deliver effective mobile marketing campaigns. The session will cover the concepts and trends underpinning mobile marketing, and take an in-depth look at SMS campaigns and mobile optimized websites. The course lecturer will explore the business justification behind developing an app, and will explain the app development process. QR codes and proximity marketing are discussed, as well as the social media channels that are now an important feature within any Mobile Marketing campaign. Key Concepts • Trends in Mobile • Mobile Statistics • Mobile Optimized Website • Apps V Mobile Sites • Site Development Process • Mobile Apps • Mobile Advertising Goals • Mobile Ad Formats • • • 24062016 V 1. 1 Rich Media Ad Units Mobile Advertising Campaign Process Proximity Marketing QR Codes SMS Marketing SMS Campaign Process Mobile Analytics Emerging Trends Laws & Guidelines 25

Module 9: Analytics This Analytics module will help participants develop the skills to administer effective analytics and reporting for your digital marketing campaigns. The session will cover account setup and profiles, tracking code insertion, and will also explore the key reports and features available within Google Analytics for: traffic sources, content, audience, technology and location. The course lecturer will review analytics reports and address key analytics measurement concepts such as bounce rate, site speed, goals, goal funnels and conversions. Key Concepts • Cookies • Account Structure» User Levels • Account Setup • Common Terms • Reporting • Audiences • Acquisition • • 24062016 V 1. 1 Behavior Audience Conversions Attribution Customization Setting KPIs Laws and Guidelines 26

Module 10: Strategy and Planning The Strategy and Planning module will help participants develop and implement an effective digital marketing plan for their organization. The Strategy and Planning module brings together all the strands of the Professional Diploma in Digital Marketing to create a coherent Digital Marketing Plan based on the Digital Marketing Institute’s planning methodology and process. Main Concepts • Appropriate Tools • Planning • Action Plan • Situation Analysis • Setting the Budget • Information Gathering • KPIs • Audience Definition • Measurement • Setting Objectives • Iteration and Enhancement 24062016 V 1. 1 27

DISCLAIMER This presentation has been prepared for general understanding of the candidates about the course. NIIT reserves the right, in its sole discretion, to revise, add, supplement or complement the academic aspects of the course including but not limited to the curriculum, admission norms, examination, evaluation criteria and the nomenclature of the course as well as the certificate/credential awarded to the candidates 02082016 V 1. 0 28

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