DIGITAL MARKETING

This course introduces the fundamental concepts and techniques in Digital Marketing, emphasizing the strategies and tools used to attract, engage, and convert customers in the digital world. Covering both theoretical frameworks and practical applications, the course explores areas such as search engine optimization (SEO), content marketing, social media strategy, email marketing, paid advertising, analytics, and marketing automation. Ethical considerations and data privacy in digital marketing are also addressed, preparing students for responsible and effective use of digital tools in real-world business contexts.

COURSE DURATION

One Semester (15 Weeks)

PREREQUISITES

Basic understanding of internet and social media platforms

Familiarity with business or marketing principles (recommended)

No prior coding experience required (basic HTML/CSS optional)

COURSE OBJECTIVES

Students will:

Understand the core concepts and channels of digital marketing.

Learn how to design and execute multi-channel marketing campaigns.

Apply SEO and SEM techniques to drive website traffic.

Use analytics tools to measure and improve marketing performance.

Develop skills in email, content, and social media marketing.

Evaluate ethical, legal, and privacy concerns in digital marketing.

LEARNING OUTCOMES

Upon completion, students will be able to:

Design an effective digital marketing strategy.

Optimize websites and content for search engines (SEO).

Manage paid ad campaigns using Google Ads and Meta Ads.

Create engaging email and social media campaigns.

Analyze marketing data using Google Analytics and other tools.

Understand legal and ethical responsibilities in digital marketing.

COURSE OUTLINE / MODULES

Module 1: Introduction to Digital Marketing

What is digital marketing?

Traditional vs. digital channels

Buyer’s journey and digital funnel

Key terminology and metrics

Module 2: Website Strategy & UX Basics

Creating a marketing-ready website

UX/UI principles

Landing page design

Conversion rate optimization

Module 3: Search Engine Optimization (SEO)

Keyword research & on-page SEO

Technical SEO (site speed, indexing, mobile-friendliness)

Link building & content optimization

SEO tools: Google Search Console, SEMrush

Module 4: Content Marketing

Content creation strategies

Blogging, videos, infographics

Storytelling in digital marketing

Content calendars & management tools

Module 5: Social Media Marketing (SMM)

Social media platforms: FB, IG, TikTok, X, LinkedIn

Content creation & scheduling

Community management

Influencer marketing

Module 6: Paid Advertising (PPC/SEM)

Google Ads and Meta Ads

Ad targeting & bidding

Campaign setup & optimization

Analytics and A/B testing

Module 7: Email Marketing

Building and segmenting email lists

Designing effective email campaigns

Automation and drip campaigns

Tools: Mailchimp, ConvertKit

Module 8: Analytics & Data-Driven Marketing

Google Analytics 4 (GA4)

UTM tracking

Key marketing KPIs

Reporting and dashboards

Module 9: Marketing Automation & AI Tools

CRM and lead nurturing

Automation tools (HubSpot, Zapier)

Use of AI in digital marketing (e.g., ChatGPT)

Chatbots and personalization

Module 10: Digital Marketing Ethics & Privacy

Data privacy (GDPR, CCPA)

Transparency in ads and sponsored content

Ethical use of tracking and retargeting

Accessibility and inclusivity in marketing

ASSESSMENT STRUCTURE

Component Weight

Assignments (Campaign Design + Theory) 25%

Midterm Exam 20%

Final Exam 25%

Project (Group or Individual) 20%

Participation / Quizzes 10%

TEXTBOOKS & REFERENCES

Primary Textbook:

Digital Marketing for Dummies by Ryan Deiss & Russ Henneberry

Additional Resources:

Marketing 5.0 by Philip Kotler

Google Digital Garage (free certification)

HubSpot Academy (certifications in email, content, SEO)

Meta Blueprint (ads training)

Online tools: Google Ads, GA4, Mailchimp, Canva, SEMrush

SOFTWARE TOOLS

Google Analytics 4

Google Ads

Mailchimp / HubSpot

Canva, Buffer, Hootsuite

SEMrush / Ahrefs

WordPress / Shopify