Course curriculum

  • 1

    Introduction

    • Overview

    • What is digital marketing?

    • The benefits of digital marketing

    • Digital marketing trends

    • Types of digital marketing

    • How does it work?

    • Who does it attract?

    • Take a Quick Recap Test

    • Rules and regulations: legal stuff

    • Chapter Summary
  • 2

    Search Engines, Search Engine Optimization (SEO) and Marketing (SEM)

    • Overview

    • Introduction

    • What is a search engine?

    • What is search engine optimization?

    • How does it work?

    • Why are SEO’s beneficial as a marketing campaign?

    • What are the risks of using SEOs?

    • What is search engine marketing?

    • How it works

    • The benefits of using SEM

    • What to watch out for when using SEM

    • What is Pay-Per-Click Marketing?

    • Take a Quick Recap Test

    • How does it work?

    • Keyword matching

    • How is PPC beneficial?

    • The downside of using PPC

    • Chapter Summary
  • 3

    Websites and Web Design

    • Overview

    • Introduction

    • What is a website?

    • What is a web page?

    • What is a web server?

    • HTML and URLs

    • Types of websites

    • Websites as an effective marketing tool: the good and the bad

    • What is web design?

    • Getting started

    • Content

    • Structure

    • Design

    • Mobile devices

    • Pre-launch checks

    • Take a Quick Recap Test

    • Marketing the website

    • Summary
  • 4

    Digital Display Advertising

    • Overview

    • Introduction

    • What is digital display advertising?

    • Formats

    • The benefits

    • The greatest challenge of DDA

    • Targeting the right audience for a successful campaign

    • Measures of Success

    • Take a Quick Recap Test

    • Summary
  • 5

    Email and Mobile Marketing

    • Overview

    • Introduction

    • What is email marketing?

    • How does it work?

    • Types of email marketing

    • Legalities

    • The benefits

    • The downside

    • Secrets of success

    • What is mobile marketing?

    • Types of mobile marketing

    • Take a Quick Recap Test

    • Privacy concerns

    • The benefits

    • The downside

    • Mobile marketing best practices

    • Summary
  • 6

    Social Media Marketing

    • Overview

    • Introduction

    • What is social media/networking?

    • What is social media marketing?

    • How does it work?

    • Social media marketing strategies

    • The most popular social media platforms

    • Facebook

    • Twitter

    • Instagram

    • YouTube

    • LinkedIn

    • Other

    • Weighing the pros and cons

    • Take a Quick Recap Test

    • Social media best practices

    • Summary
  • 7

    Online Public Relations

    • Overview

    • Introduction

    • What is public relations?

    • What is online public relations?

    • How is it different from traditional PR?

    • The Four Elements of Online PR

    • Types of online PR tools

    • Article distribution

    • Blogs

    • Email Newsletters

    • Podcasts and Webinars

    • Press Releases

    • SEOs

    • Social Media

    • Web or brand sites

    • How online PR works

    • Why should a company employ online PR strategies?

    • Take a Quick Recap Test

    • What to avoid

    • Summary
  • 8

    Web Analytics

    • Overview

    • Introduction

    • What is Web Analytics?

    • The difference between website stats and web analytics

    • Off-site and on-site web analytics

    • Types of web analytics

    • Click Analysis

    • Customer Lifecycle Analysis

    • Geolocation of visitors

    • Page tagging

    • Web server log file analysis

    • The process of web analytics

    • The importance of web analytics as a marketing strategy

    • A note on social media

    • Best Practices

    • Take a Quick Recap Test

    • Summary
  • 9

    Planning a Digital Marketing Campaign

    • Overview

    • Introduction

    • Digital marketing strategies and campaigns

    • Objectives

    • Research, research, research!

    • Identifying the target market

    • Identify the means

    • The content

    • A note on timelines

    • Take a Quick Recap Test

    • Common mistakes found in digital marketing campaigns

    • Summary
  • 10

    Digital Marketing Regulations

    • Overview

    • Introduction

    • The legalities

    • United States

    • Australia

    • Canada

    • European Union (EU)

    • The United Kingdom

    • Summary

    • Let's take a final recap test