1. Introduction to Digital Marketing

• What is digital marketing?

• Difference between digital and traditional marketing

• Importance and scope of digital marketing

• Current trends and career opportunities

2. Digital Marketing Channels

• Search Engine Optimization (SEO) – basics, keywords, on-page, off-page, technical SEO

• Search Engine Marketing (SEM) – Google Ads basics, bidding models, campaign types

• Social Media Marketing (SMM) – Facebook, Instagram, LinkedIn, X (Twitter) marketing basics

• Content Marketing – strategy, content creation, storytelling

• Email Marketing – building lists, automation, best practices

• Affiliate Marketing – networks, commission models, tracking

• Display Advertising – banners, programmatic buying, targeting options

• Video Marketing – YouTube Ads, video SEO, storytelling

3. Core Concepts

• Customer journey and sales funnel (Awareness → Consideration → Conversion → Retention)

• Target audience & buyer persona creation

• Segmentation, targeting, positioning (STP)

• Branding in digital marketing

4. Paid Advertising (PPC) Essentials

• Google Ads campaign setup (Search, Display, Video)

• DV360 basics (for programmatic buying)

• Amazon DSP & The Trade Desk overview

• Campaign optimization techniques

5. Analytics & Measurement

• Introduction to Google Analytics (GA4)

• UTM parameters & campaign tracking

• Key metrics (CTR, CPC, CPM, CPA, ROAS, CVR)

• A/B testing

6. SEO Fundamentals

• Keyword research

• On-page SEO (title tags, meta descriptions, alt text)

• Off-page SEO (backlinks, outreach)

• Technical SEO (sitemaps, site speed, mobile friendliness)

7. Social Media Fundamentals

• Organic vs paid social

• Content calendars & posting strategies

• Ad targeting and retargeting

• Analytics & reporting for social

8. Tools & Platforms

• Google Ads, Google Tag Manager (GTM)

• Google Search Console

• CM360, Olive, IAS for brand safety

• Canva & basic design tools for creatives

9. Compliance & Brand Safety

• GDPR, CCPA basics

• Ad fraud prevention

• Viewability & brand safety checks

10. Career & Practical Skills

• Building a personal brand

• Resume & LinkedIn optimization for digital marketing

• Freelancing and agency opportunities

• Continuous learning resources