Digital Marketing
Digital/Internet Marketing Course Contents
Digital/Internet Marketing training curriculum follows the Google Adwords Certification standards which are designed to meet the requirements of next generation marketing needs.
Introduction
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Why your Business Needs a Website
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How to create your website and make it look good
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Build your Online Marketing Plan
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Five Smart Ways to Promote your Business Online
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How to Build a Community of Loyal Fans
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Google Apps for Business
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Intro to Online Advertising
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Case Study
Search Engine Marketing
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The Search Ecosystem - the Search Landscape
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Getting on Google and the Benefits of Being on Google
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How your Website is Found on Google
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Google Real-Time Insight Finder - Demo Video
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Case Study: Shoplet
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Resource: Essentials for new advertisers
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Resource: Google Trends
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Resource: Think With Google Insights
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Resource: Google Alerts
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Resource: Google Global Market Finder
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Resource: Google Business Channel
Search Advertising
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What is AdWords?
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Search Advertising and Google AdWords
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Search 101 - Introduction to Search
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Search 102 - Getting started with AdWords
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Search 201 - Tools to Build Keywords and Ad Groups
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Search 202 - Tools to Build Ads and Advanced Ad Types
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Search 301 - Reporting and optimization
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Search 302 - Bidding Tools and AdWords Campaign Experiments
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Resource: AdWords Help Center
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Resource: Google AdWords Keyword Planner
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Resource: Certification
Display Advertising
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Introduction to Google Display Network
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Google Display Network Case Study: The Bedder Way
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Display 101 - Introduction to Display
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Display 102 - Google's Display Offering
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Display 201 - Topic Targeting
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Display 202 - Placement Targeting
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Display 203 - GDN Reserve
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Display 204 - Interest Categories
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Display 205 - Keyword Contextual Targeting
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Display 206 - Remarketing
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Case Study: Jordan Brand
Mobiles
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Introduction
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Mobile Ecosystem - the Mobile Landscape
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Mobile 101 - Mobile Ads, Devices and Sites
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Mobile 102 - Mobile Search Ads Overview and Ad Formats
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Mobile 103 - Mobile Display & AdMob: Overview and Ad Formats
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Mobile 104 - Mobile Video Ads Overview and Ad Formats
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Local – the What, the Why, the How
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Serve On-The-Go Customers via Mobile Phones
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Mobile 201 - Campaign Set Up: The Basics of Setting Up a Campaign
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Mobile 202 - Implementing Ad Formats: Campaign Set Up
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Mobile 301 - Optimising Mobile Campaigns: Tools and Strategies, With a Focus on Search
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Mobile 302 - Display Optimisation Tools: Deep Dive Into Display Optimisation Tools
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Mobile 303 - Reporting Tools: Deep Dive Into Strategies and Tools
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Case Study: EasyJet
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Resource: Our Mobile Planet
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Resource: Building Smartphone Optimized Websites
Social
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Social Ecosystem - the Social Landscape
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Social 101 - Engagement
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Social 102 - Relevance
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Social 103 - Hangouts
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How to Use Google+ and Make Social Work for You
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Social 301: Accountability
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Case Study: H&M
Analytics
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Understand What Works Through Measurement
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Google Analytics: The What, The Why, The How
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Introduction to Google Analytics
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How Google Analytics Works
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Navigating Google Analytics, Part I
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Navigating Google Analytics, Part II
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Getting Started with Google Analytics
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A/B Experiments with Google Website Optimizer
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Multivariate Experiments with Google Website Optimizer
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Phone Webinar: Website Optimizer, What Should I Test?
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Case Study: HelmetTown.com Success Story
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Resource: Develop Your Analysis Skills
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Resource: Google Analytics
Video
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YouTube Ecosystem - The Video landscape
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YouTube 101 - Introduction to YouTube
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YouTube 102 - YouTube Products and Solutions
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YouTube 201 - Auction Implementation Tools, Ad Formats and Targeting Capabilities
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YouTube 202 - Media Strategies and Implementation (Part 1)
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YouTube 203 - Media Strategies and Implementation (Part 2)
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YouTube 301 - YouTube Analytics
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YouTube 302 - Optimisation and Expansion
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Case Study: Lenovo
Practical Approach
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A real-time examples will be given throughout the lectures.
www.ict-trainings.com/curriculum/digital-marketing-leaflet.pdf
