PG Program in Digital Marketing with AI & Analytics

Module 1: INTRODUCTION TO SOCIAL MEDIA MARKETING

• What is Social Media Marketing?
• Evolution & Importance of SMM
• Types of Social Media Platforms
• Organic vs Paid Marketing

Module 2: SOCIAL MEDIA PLATFORMS OVERVIEW

• Facebook Marketing
• Instagram Marketing
• LinkedIn Marketing
• Twitter (X) Marketing
• YouTube Marketing
• Pinterest & Snapchat Basics
• Threads & Emerging Platforms

Module 3: SOCIAL MEDIA STRATEGY & PLANNING

• Defining Target Audience & Goals
• Creating Buyer Personas
• Competitor Research & Benchmarking
• Social Media Content Calendar
• Choosing the Right Platform for Your Business

Module 4: CONTENT CREATION & MANAGEMENT

• Types of Content (Text, Image, Video, Reels, Stories, etc.)
• Designing Creatives with Canva
• Writing Captions & Hashtags Strategy
• Using AI Tools for Content (ChatGPT, etc.)
• Scheduling Tools (Buffer, Hootsuite, Meta Suite)

Module 5: FACEBOOK & INSTAGRAM ADVERTISING

• Meta Ads Manager Introduction
• Setting up Ad Campaigns (Awareness, Engagement, Conversions)
• Audience Targeting (Custom, Lookalike, Retargeting)
• Budgeting, Bidding & A/B Testing
• Ad Creatives, Copywriting & CTA Strategy
• Performance Metrics & Analytics

Module 6: LINKEDIN & TWITTER MARKETING

• Building a Personal & Company Profile
• LinkedIn Content Strategy
• LinkedIn Ads (Sponsored Posts, InMail)
• Twitter Branding & Engagement
• B2B Strategy Using LinkedIn

Module 7: INFLUENCER & AFFILIATE MARKETING

• Finding & Collaborating with Influencers
• Tools to Identify Influencers
• Micro vs Macro Influencers
• Tracking Performance & ROI

Module 8: ANALYTICS & REPORTING

• Platform-wise Insights (Facebook, Instagram, etc.)
• Key Performance Metrics
• Google Analytics for Social Media
• Creating Monthly Reports

Module 9: SOCIAL MEDIA TOOLS & AUTOMATION

• Tools: Meta Suite, Buffer, Hootsuite, Later, etc.
• Chatbots for Social Media
• AI Tools for Automation
• CRM Integration for Lead Management

Module 10: CRISIS MANAGEMENT & BEST PRACTICES

• Handling Negative Comments & Reviews
• Reputation Management
• Do’s & Don’ts of Social Media
• Case Studies of Brands

Module 1: INTRODUCTION TO PERFORMANCE MARKETING

• What is Performance Marketing?
• Evolution of Digital Advertising
• Key Performance Channels
• Difference Between Branding & Performance Marketing
• ROI & KPI-focused Strategy

Module 2: MARKETING FUNNELS & CUSTOMER JOURNEY

• Awareness, Consideration, Conversion
• TOFU, MOFU, BOFU Strategies
• Tracking Customer Behavior Across Channels

Module 3: GOOGLE ADS (SEARCH & DISPLAY)

• Introduction to Google Ads
• Campaign Types: Search, Display, Shopping, Video
• Keyword Research & Match Types
• Writing Effective Ad Copies
• Bidding Strategies (CPC, CPM, ROAS)
• Quality Score & Ad Rank
• Conversion Tracking

Module 4: META ADS (FACEBOOK & INSTAGRAM)

• Setting Up Business Manager & Ad Accounts
• Campaign Objectives: Awareness to Conversions
• Audience Targeting (Core, Custom, Lookalike)
• Ad Creatives: Image, Carousel, Video, Reels
• Pixel Setup & Conversion API
• Retargeting & Dynamic Ads

Module 5: OTHER PAID AD PLATFORMS

• LinkedIn Ads
• Twitter (X) Ads
• Pinterest Ads
• YouTube Overview

Module 6: LANDING PAGE OPTIMIZATION

• Anatomy of High-Converting Landing Pages
• A/B Testing for Pages & CTAs
• Tools: Unbounce, Instapage, Elementor
• Lead Magnet Strategy

MODULE 7: PERFORMANCE METRICS & ANALYTICS

• CTR, CPC, CPA, CPL, ROAS, Conversion Rate
• Google Analytics (GA4) for Campaign Tracking
• UTM Parameters & Attribution Models
• Reporting & Dashboards

MODULE 8: RETARGETING & REMARKETING

• Facebook Pixel & Custom Audiences
• Google Remarketing Lists (RLSA)
• Dynamic Product Ads (DPA)
• Email Remarketing Strategies

Module 9: AFFILIATE & INFLUENCER PERFORMANCE MARKETING

• Affiliate Networks & Models (CPA, CPS, CPL)
• Influencer Performance Partnerships
• Tracking Tools & Platforms

Module 10: TOOLS FOR PERFORMANCE MARKETERS

• Google Ads, Meta Ads Manager
• Google Tag Manager (GTM)
• Hotjar / CrazyEgg (User Behavior)
• SEMrush / Ahrefs for Competitor Ads
• Funnel.io / Supermetrics (Reporting)

Module 11: BUDGETING, SCALING & STRATEGY

• Ad Budget Planning & Allocation
• Scaling Campaigns Profitably
• Media Buying Strategy
• Campaign Audit & Optimization Checklist

Module 1: INTRODUCTION TO CONTENT MARKETING

• What is Content Marketing?
• Importance in the Digital Marketing Funnel
• Types of Content Marketing (Blog, Video, Email, etc.)
• Content Marketing vs Traditional Marketing
• The Buyer’s Journey & Content Mapping

Module 2: CONTENT STRATEGY DEVELOPMENT

• Setting SMART Goals
• Identifying Target Audience & Buyer Personas
• Content Research & Competitor Analysis
• Content Calendar Creation
• Choosing the Right Content Channels

Module 3: CONTENT CREATION FUNDAMENTALS

• Types of Content: Blog Posts, Videos, Infographics, Podcasts, Reels, Case Studies
• Storytelling & Brand Voice
• Copywriting vs Content Writing
• AI in Content Creation (ChatGPT, Jasper, etc.)
• SEO Copywriting Basics

Module 4: BLOGGING & ARTICLE WRITING

• Structuring Blog Posts (Headlines, Intro, Body, CTA)
• Keyword Research for Blogs
• Using Tools: Grammarly, Hemingway, Surfer SEO
• Content-Length, Readability, and Formatting
• Internal Linking & Meta Tags

Module 5: VISUAL & VIDEO CONTENT MARKETING

• Importance of Visual Content
• Tools: Canva, Adobe Express, CapCut
• Creating Engaging Reels & Short-Form Video
• Repurposing Blog into Video, Carousel, Stories
• YouTube & Video SEO Basics

Module 6: SOCIAL MEDIA CONTENT MARKETING

• Platform-Wise Content Strategy (Instagram, Facebook, LinkedIn, Twitter)
• Writing Captions & Using Hashtags
• Scheduling Tools (Buffer, Later, Meta Suite)
• Building Engagement & Community

Module 7: EMAIL CONTENT MARKETING

• Building Email Lists
• Types of Email Campaigns (Newsletters, Drip, Promo)
• Writing High-Converting Emails (Subject, Body, CTA)
• A/B Testing & Email Automation
• Tools: Mailchimp, Moosend, ConvertKit

Module 8: SEO CONTENT INTEGRATION

• On-Page SEO Techniques
• Keyword Placement & Density
• Optimizing Headlines, Meta Tags & Alt Text
• Creating Evergreen Content
• Content Clusters & Pillar Pages

Module 9: CONTENT DISTRIBUTION & PROMOTION

• Owned, Earned, and Paid Channels
• Guest Blogging & Outreach
• Influencer Collaboration
• Repurposing Content Across Platforms
• Boosting Organic Reach & Engagement

Module 10: CONTENT MARKETING ANALYTICS & ROI

• KPIs: Engagement, Traffic, Leads, Conversions
• Google Analytics & Search Console Insights
• Measuring Content Performance
• Adjusting Strategy Based on Data

Module 11: CONTENT MARKETING TOOLS

• AI Tools: ChatGPT, Jasper, Copy.ai
• Research Tools: BuzzSumo, AnswerThePublic
• Project Management Tools: Trello, Notion, Asana
• SEO Tools: Ubersuggest, SEMrush, Surfer SEO

Module 1: INTRODUCTION TO EMAIL MARKETING

• What is Email Marketing?
• Importance in Digital Marketing
• Types of Email Campaigns (Newsletter, Promotional, Transactional, Drip)
• Email Marketing vs. Other Channels

Module 2: BUILDING & MANAGING EMAIL LISTS

• Creating Lead Magnets (Ebooks, Free Trials, Webinars, etc.)
• Using Landing Pages & Opt-in Forms
• Double Opt-in vs Single Opt-in
• GDPR & CAN-SPAM Compliance
• List Segmentation Techniques

Module 3: EMAIL MARKETING PLATFORMS

• Overview of Tools
• Setting Up Your First Campaign
• Managing Subscribers & Segments
• Integrating with Website or CRM

Module 4: CRAFTING HIGH-CONVERTING EMAILS

• Anatomy of a Great Email (Subject, Header, Body, CTA, Footer)
• Writing Effective Subject Lines
• Personalization & Dynamic Content
• Storytelling in Emails
• Visual Elements (Images, GIFs, Buttons)

Module 5: EMAIL AUTOMATION & DRIP CAMPAIGNS

• What is Automation in Email Marketing?
• Setting Up Welcome Series, Abandoned Cart, Nurture Flows
• Behavior-Based Triggers & Actions
• Lead Scoring and Tagging

Module 6: EMAIL DESIGN BEST PRACTICES

• Responsive Email Design (Mobile & Desktop)
• HTML vs Plain Text Emails
• Using Templates vs Custom Design
• Tools: Canva, BeeFree, Stripo

Module 7: A/B TESTING & OPTIMIZATION

• What to Test: Subject Line, Send Time, CTA, Design
• Interpreting Test Results
• Using A/B Testing to Improve Open & Click Rates

Module 8: EMAIL DELIVERABILITY & SPAM MANAGEMENT

• Factors Affecting Email Deliverability
• Avoiding Spam Triggers
• Managing Bounce Rates & Unsubscribes
• Authentication (SPF, DKIM, DMARC)

Module 9: EMAIL ANALYTICS & REPORTING

• Key Metrics: Open Rate, Click-Through Rate (CTR), Conversion Rate
• Analyzing Campaign Performance
• Generating Reports & Insights
• Improving Campaigns Based on Data

Module 1: INTRODUCTION TO INFLUENCER MARKETING

• What is Influencer Marketing?
• Evolution & Growth of Influencer Culture
• Benefits of Influencer Marketing for Brands
• Influencer Marketing vs Traditional Advertising
• Key Terminologies (Engagement, Reach, ROI, etc.)

Module 2: TYPES OF INFLUENCERS & PLATFORMS

• Types Based on Following
• Nano, Micro, Macro, Mega Influencers, Celebrities
• Types Based on Content
• Bloggers, Vloggers, Creators, Niche Experts
• Platform Overview
• Instagram, YouTube, X (Twitter), LinkedIn, TikTok, Snapchat

Module 3: INFLUENCER DISCOVERY & SELECTION

• How to Identify the Right Influencers
• Influencer Vetting Checklist (Fake Followers, Engagement Rate, Audience Demographics)
• Tools for Influencer Discovery: Upfluence, Heepsy, HypeAuditor
• Influencer Databases & Marketplaces

Module 4: CAMPAIGN STRATEGY & PLANNING

• Defining Goals: Awareness, Engagement, Conversions
• Selecting the Right Campaign Format
• Content Briefing & Creative Guidelines
• Budgeting & Negotiation

Module 5: INFLUENCER OUTREACH & COLLABORATION

• Writing Effective Outreach Emails/DMs
• Onboarding Influencers Professionally
• Contracts, Deliverables & Timeline
• FTC Guidelines & Disclosure Compliance

Module 6: CONTENT CREATION & APPROVAL

• Co-creating Branded Content
• Platform-specific Content (Instagram Reels, YouTube Shorts, Blog Posts, etc.)
• Ensuring Brand Alignment
• Review & Feedback Process

Module 7: PAID INFLUENCER CAMPAIGNS

• Sponsored Posts vs Organic Mentions
• Running Influencer Whitelisted Ads
• Boosting Influencer Content via Meta Ads
• Tracking Ad Performance

Module 8: AFFILIATE & PERFORMANCE-BASED INFLUENCER MARKETING

• Affiliate Models: CPA, CPS, CPL
• Tracking Tools (Bitly, UTMs, Trackier, Impact)
• Coupon Code Campaigns
• Commission Structures

Module 9: MEASURING CAMPAIGN SUCCESS

• Metrics to Track: Impressions, Reach, Engagement, Clicks, Conversions
• Calculating ROI & ROAS
• Tools: Google Analytics, Instagram Insights, Creator Studio
• Reporting & Presentation

Module 10: INFLUENCER RELATIONSHIP MANAGEMENT

• Building Long-Term Collaborations
• Creating Brand Ambassador Programs
• Retention Strategies
• Handling Conflicts & Crisis Management

Module 11: TOOLS & PLATFORMS

• Influencer Discovery Tools
• Campaign Management Tools
• Reporting & Analytics Tools

Module 1: INTRODUCTION TO AI

• What is Artificial Intelligence?
• Evolution of AI in Marketing
• Benefits & Use Cases in Digital Marketing
• AI vs Traditional Marketing Approaches

Module 2: AI-POWERED TOOLS OVERVIEW

• Popular AI Tools in Digital Marketing
• ChatGPT, Jasper, Copy.ai (Content Creation)
• Canva AI, Lumen5 (Design & Video)
• Surfer SEO, SEMrush, Clearscope (SEO)
• HubSpot, Salesforce (CRM & Automation)
• Free vs Paid Tools Comparison

Module 3: AI IN CONTENT MARKETING

• AI Tools for Blog & Article Writing
• AI-Powered Copywriting for Ads, Emails, and Social Media
• Creating Content Calendars Using AI
• Limitations & Ethical Use of AI Content

Module 4: AI IN SEO & SEM

• Keyword Research with AI Tools
• Predictive Search Trends
• AI-Powered On-page Optimization
• Running & Optimizing Paid Ads using AI
• Google Ads Smart Campaigns & Bid Strategies

Module 1: INTRODUCTION TO WORDPRESS

• What is WordPress? (WordPress.com vs WordPress.org)
• Benefits of Using WordPress
• CMS Overview & Comparison with Other Platforms
• Domain, Hosting & Installation Process

Module 2: GETTING STARTED WITH WORDPRESS

• Installing WordPress on Localhost & Web Server
• WordPress Dashboard Walkthrough
• User Roles & Permissions
• Settings: General, Reading, Writing, Permalinks, etc.

Module 3: THEMES & CUSTOMIZATION

• Free vs Premium Themes
• Installing & Activating Themes
• Customizing Themes Using WordPress Customizer
• Page Builders Overview: Elementor, WPBakery, Gutenberg

Module 4: CREATING & MANAGING WEBSITE CONTENT

• Creating Pages & Posts
• Categories & Tags
• Using the Gutenberg Block Editor
• Managing Menus, Widgets, and Sidebars

Module 5: PLUGINS & FUNCTIONALITY ENHANCEMENT

• What Are Plugins & How They Work?
• Installing & Configuring Plugins
• Must-Have Plugins: Contact Form 7, Elementor, Yoast SEO, WPForms, etc.
• Plugin Conflicts & Best Practices

Module 6: BUILDING A PROFESSIONAL WEBSITE

• Creating a Multi-Page Website (Home, About, Services, Contact)
• Adding Media: Images, Videos, PDFs
• Setting a Static Home Page
• Designing with Elementor (Drag-and-Drop Visual Editor)

Module 7: BLOG SETUP & MANAGEMENT

• Setting Up a Blog Section
• Writing SEO-Friendly Blog Posts
• Enabling Comments & Managing Spam
• Blog Layout & Sidebar Customization

Module 8: E-COMMERCE WITH WOOCOMMERCE

• Installing WooCommerce Plugin
• Adding Products (Simple, Variable)
• Setting Up Payment Gateway (Razorpay, Stripe, PayPal)
• Managing Orders, Inventory, Coupons

Module 9: SEO & PERFORMANCE OPTIMIZATION

• On-Page SEO with Yoast/Rank Math
• Optimizing Speed (Cache Plugins, Image Compression)
• Mobile Responsiveness
• SSL & Security Best Practices

Module 10: WORDPRESS WEBSITE SECURITY

• Backup Tools (All-in-One Migration)
• Securing Admin Area
• Spam Protection
• Malware Scanning & Removal

Module 11: WEBSITE LAUNCH & MAINTENANCE

• Moving from Localhost to Live Server
• Cross-Browser & Device Testing
• Submitting to Google Search Console
• Ongoing Maintenance & Updates

Module 1: INTRODUCTION

• MS office Versions (similarities and differences)
• Interface
• Row and columns
• Keyboard shortcuts for easy navigation
• Data Entry (Fill series)
• Find and select
• Clear options
• Formatting options (Font, Alignment, Clipboard)

Module 2: REFERENCING, NAME RANGES, USES, ARITHMETIC FUNCTIONS

• Mathematical calculations with Cell referencing(Absolute, Relative, Mixed)
• Functions with Name Range

Module 3: ARITHMETIC FUNCTIONS

• Arithmetic functions (SUM, SUMIF, SUMIFS, COUNT, COUNTA, COUNTIFS, AVERAGE, AVERAGEIFS, MAX, MAXIFS, MIN, MINIFS)

Module 4: LOGICAL FUNCTIONS

• Logical functions (IF, AND, OR, NESTED IFS, NOT, IFERROR)

Module 5: REFERRING DATA FROM DIFFERENT TABLES

• LOOKUP
• VLOOKUP
• NESTED VLOOKUP
• HLOOKUP
• INDEX
• INDEX WITH MATCH FUNCTION
• INDIRECT
• OFFSET

Module 6: DATE AND TEXT FUNCTIONS

• Date Functions (DATE, DAY, MONTH, YEAR, YEARFRAC, DATEDIFF, EOMONTH)
• Text Functions (TEXT, UPPER, LOWER, PROPER, LEFT, RIGHT, SEARCH, FIND, MID, TTC, Flash Fill)

Module 7: DATA HANDLING

• Number Formatting
• Writing SEO-Friendly Blog Posts
• Converting Range into a table
• Formatting table
• Remove duplicates
• SORT
• Advanced Sort
• FILTER
• Advanced Filter

Module 8: DATA VISUALIZATION

• Conditional Formatting (icon sets, highlighted colour sets, data bars, custom formatting)
• Charts (Bar, Column, Lines, Scatter, Pie)

Module 9: DATA SUMMARIZATION

• Pivot Reports (Insert, Interface, Crosstable Reports, Filter, Pivot Charts)
• Slicers (Add, connect to multiple reports and charts)
• Calculated field, Calculated item

Module 10: CONNECTING TO DATA: POWER QUERY, PIVOT, POWER PIVOT WITHIN EXCEL

• Power Query: Interface, Tabs
• Connecting to dаta from other Excel files, text files, other sources
• Dаta Cleaning
• Transforming
• Loading Dаta into Excel Query

Module 11: CONNECTING TO DATA: POWER QUERY, PIVOT, POWER PIVOT WITHIN EXCEL

• Using Loaded queries
• Merge and Append
• Insert Power Pivot
• Similarities and Differences in Pivot and Power Pivot reporting
• Getting dаta from databases, workbooks, webpages

Module 12: DATA SUMMARIZATION: DASHBOARD CREATION, TIPS AND TRICKS

• Dashboard: Types, Getting reports and charts together, Use of Slicers.
• Design and placement: Formatting of Tables, Charts, Sheets, Proper use of Colors and Shapes

Module 1: INTRODUCTION TO HTML

• What is HTML?
• Browsers and HTML
• HTML Development Environment
• Basic HTML Document Structure

Module 2: HTML SYNTAX AND ESSENTIALS

• Elements, Tags, and Attributes
• Comments
• Headings (<h1> to <h6>)
• Paragraphs (<p>)
• Text Formatting

Module 3: STRUCTURING CONTENT

• Lists
• Links and Anchor Tag (<a>)
• Images (<img>)
• Tables (<table>)

Module 4: FORMS AND USER INPUT

• Introduction to HTML Forms (<form>)
• Input Elements (<input>)
• Other Form Elements

Module 5: SEMANTIC HTML AND ACCESSIBILITY

• Introduction to Semantic and Non-Semantic
• Semantic HTML5 Elements
• Accessibility Basics

Module 6: MULTIMEDIA AND EMBEDDING

• Audio (<audio>)
• Video (<video>)
• Iframe (<iframe>)

Module 1: INTRODUCTION TO CSS

• What is CSS?
• How CSS Works
• CSS Syntax
• Comments in CSS

Module 2: CSS SELECTORS

• Basic Selectors
• Combinators
• Attribute Selectors
• Pseudo-classes
• Pseudo-elements
• Specificity and the Cascade
• Inheritance

Module 3: CORE CSS PROPERTIES

• Colors
• Backgrounds
• Typography (Text Styling)
• Box Model
• Display Property
• Visibility

Module 4: LAYOUT AND POSITIONING

• Basic Positioning
• Floats and Clearfix
• Flexbox (Flexible Box Layout)
• CSS Grid (Grid Layout)

Module 5: RESPONSIVE WEB DESIGN

• Media Queries
• Viewport Meta Tag
• Fluid Images and Videos
• Mobile-First Design Principles

Module 6: ADVANCED CSS CONCEPTS

• Transitions
• Animations
• Transforms
• Shadows
• CSS Variables