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Advanced Certificate in Digital Marketing & Online Public Relations

Expand Your Expertise in the Tools, Tactics and Best Practices of Digital Marketing-100% Online

Course Introduction :

In the e-age, every Marketing professional needs a deep knowledge of Digital Marketing. Companies are shifting to Digital Channels for advertising. And there is a huge demand for experienced Digital Marketers to lead their Marketing efforts. Our Digital Marketing course is comprehensive in the execution and incorporation of digital channels within any business.

We develop pro-active digital marketing professionals who can deliver quality work, implement incomparable strategies and effective Digital campaigns through self-development, class participation and team project work. Our aim is not to talk theory, our Industry Expert lecturers teach the methods that are working for industry today and you are encouraged to learn through practical case studies and implementation.

Learning Modes : Class Room based

The Advance Certification in Digital Marketing & online PR by Universal Computer Art offers you great resources and access to the finest facilities. With some of Mumbai's leading Digital Marketing practitioners, our teaching team will deliver a rigorous program shaping you as a modern-day marketer. Our teaching methodology includes: Lectures, Case Studies, Group Sessions, Tutorials, Workshops, Revision (Online training).

Course Summary

Course Name : Professional Certificate in Digital Marketing
Duration : 3 Months
Project : 2 Weeks
Reguler : Mon, Wed, Fri 2 Hours.
Weekend : Sat., Sun. 3 Hours.


Module 1 : Digital Marketing Stratgey
  • Overview of integrated marketing plans
  • Choosing the best digital marketing channels
  • Creating an integrated digital marketing plan
  • Costing and resourcing internet plans
  • Aligning business objectives, strategy and tactical solutions
Module 2 : Web Analytics (Google Analytics)
  • What is Website Analytics?
  • What is Key Performance Indicators-KPIs?
  • Website traffic-Measurement, Goal and Event tracking
  • How to use web analytics data?
  • Google Analytics Interface Implement, configure and use Google Analytics Reports
  • Analytics Terminology
  • Key tools and diagnostics based on different web site objectives
Module 3 : Search Engine Optimization
  • Search Engine Overview
  • What is SEO
  • Why do you need SEO?
  • The current SEO landscape
  • How people search
  • Overview of Keywords
  • Making your website search engine friendlyusing meta tags
  • Google Webmaster Central Developments
  • Linking Strategies
  • Innovative techniques for building inbound links
  • Video Optimization
  • Overview of Terminology
  • Optimizing your Web Site
  • Creating Content, Developing a Link Strategy
  • Top 10 SEO Tips
  • What not to do
  • How to use Blogging as an SEO tool
  • The importance of hosting
  • Localization and getting found in Local Search
  • Staying out of trouble with search engines
Module 4 : Pay Per Click Marketing (Google AdWords)
  • Overview of Search Engine Marketing-Paid Advertising or Pay Per Click (PPC) Advertising
  • Introduction to Paid Advertising Services
  • How does Google AdWords work?
  • How to set up an effective Google Adwords Campaign?
  • Keyword tools
  • Analyzing your market online
  • How to write effective Adwords Ad copy?
  • How to set budgets?
  • How to set up a locally targeted campaign?
  • Improving your Click Through Rate (CTR)
  • Landing pages for success
  • Managing Your Campaigns on an ongoing basis
  • Advanced Keyword Research
  • How to see what the competition is bidding on?
  • Writing more compelling ads
  • Advanced Campaign Optimization
  • Creating Reports
  • Automating Report Generation
  • Why CTR is Important?
  • Improving CTR
  • Regional Targeting, Keyword Bracketing
  • Using the Google Keyword Tool
Module 5 : Email Marketing
  • What is Email Marketing?
  • Creating optimized campaigns
  • How to measure success?
  • Managing your database
  • Best practice case studies
  • Choosing 3rd Party Email Providers
Module 6 : Social Media Marketing (Facebook, Twitter, LinkedIn & Google+) Trends and Methodologies
  • stablishing goals for social media marketing
  • Writing for the social web
  • Listening and researching online conversations
  • Publishing a business blog to boost your online visibility
  • Tips for building visibility of your social networking profiles
  • Attract leads, boost sales & retain customers through social networks
Module 7 : How to use Facebook to promote your businesses covering
  • Customizing Facebook Page to
  • Running promotions that comply with Facebook guidelines
  • Promoting your events on Facebook
  • Exploring new opportunities through Facebook Places, Deals
  • How to increase engagement, lead generation and sales through Facebook
Module 8 : How to support your business goals with Twitter including
  • Increasing awareness and visibility of your brand
  • Building a strategic network of influencers
  • Best practice for promoting your offers and increasing sales of your products and services
Module 9 : How to present a professional profile for yourself and your business on LinkedIn including
  • How to write a professional profile
  • The etiquette of building your network online
  • Building your online visibility with strategic contacts through participating in groups
  • Developing your company profile on LinkedIn
Module 10 : Affiliate Marketing
  • Affiliate Marketing tracking
  • Affiliate networks
  • Affiliate Marketing SWOT
  • Choosing a suitable affiliate
  • How to drive traffic using Affiliate Marketing
  • How Affiliate Marketing differs from banner advertising
  • Cost per Acquisition marketing
  • Examples of successful campaigns and case studies
Module 11 : Video Marketing
  • How digital video works?
  • Setting your objectives for developing your video implementation
  • Viral' video and how this works
  • User generated content and how you can take part
Module 12 : Mobile Marketing
  • The development of Mobile Marketing
  • Various forms of mobile marketing
  • Geo-targeting your campaign for smart phones
  • How are consumers using mobile marketing?
  • Examples and case studies
Module 13 : Digital Display (Banner)Advertisement
  • Display Advertising Overview
  • Summary of top advertisers
  • Overview of advertising industry
  • Banner types and sizes
  • Advertising rates and revenues
  • Cost per click
  • Cost per impression
  • Developing your campaigns
  • Flash, multimedia & interactive advertising
  • Tracking, Metrics and Measuring
  • Case studies
  • Getting better results
  • Maximizing revenues
  • Ad creative and ad copy
Module 14 : Online PR & Brand Reputation
  • How to develop an online press release?
  • Measuring the success of your online PR
  • How to monitor and measure your online brand and reputation
  • Case studies and best practice examples of online PR
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