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By: Syed Rafay Ali: Course Overview
By: Syed Rafay Ali: Course Overview
How true are these statements? What comprises of Digital Marketing? Will digital marketing ultimately
replace traditional marketing in the future?
Learning Outcomes:
The course will provide a framework to design and execute digital campaigns. It will also enable you to
leverage the power of digital to create awareness (upper funnel marketing) to realizing sales (Lower
Funnel marketing)
Course will be enriched by interactive case studies and guest speaker sessions by renowned digital
marketers.
Topics to be covered:
• Current Media Industry Landscape
• How it all started:
• Newspaper, Radio, TV & now Digital
• Marketer’s JOB: Demand Generation, what role different mediums play
• Making Strategic Choices
• Importance of Experimentation
Topic 2: Zooming in on Digital
Theme: Campaign Objective; NUMERO UNO
Topics to be covered:
• Upper Funnel
• Lower Funnel – E-commerce
• Intro To:
o Google Search
o Youtube Advertising
o FB & Instagram
Topics to be covered:
• Is search Dead?
• Setting up Search Campaigns
• Youtube Advertising:
o Deciding Campaign Objective
o Setting Audience
o Youtube Properties and Budgets
o Brand Lift Studies – An Introduction
• Content Design for Youtube
• Measuring Campaign Success
Topics to be covered:
• FB & Instagram Advertising:
o Deciding Campaign Objective
o Setting Audience
o Facebook Properties and Budgets
• Content Design for Facebook & Instagram
• Measuring Campaign Success
• How Small Business can benefit from FB
Topic 5: PR & Social Listening
Theme: From Insights to Crisis Management to Delivering Impact
Topics to be covered:
• Social Listening Fundamentals
• Insight Generation
• Listening Tools
• PR, does it work? – Guest Speaker Session
Topic 6: The Not So Dead, The Not So Sure & The Upcoming
Theme: Platforms of Past & The platforms of Future
Topics to be covered:
• Tools for Twitter & LinkedIn marketing
• Publisher Platforms: SAAVN & Likes of it
• Platforms of Future: WhatsApp & Tiktok
Topics to be covered:
• Campaign Objectives and Mediums to Choose
• Create the Right Content for Right Medium
• Visual Story Telling is Must
• Keeping Alive the Spirit of Experimentation