- Understand digital marketing fundamentals and eCommerce dynamics.
- Differentiate between inbound and outbound marketing strategies.
- Develop advanced digital marketing campaigns effectively.
- Utilise web analytics tools to track digital marketing success.
- Create data-driven marketing strategies using analytics insights.
- Enhance online presence through strategic digital marketing techniques.
- Apply advanced concepts to improve digital marketing performance.
UNIT 1. INTRODUCTION TO DIGITAL MARKETING AND THE WORLD OF ECOMMERCE Understanding digital marketing and e-commerce Digital market ecosystem - Roles and functions of the digital marketing officer Digital strategy E-commerce, m-commerce, and s-commerce Digital business and technological linkage UNIT 2. INBOUND MARKETING VS OUTBOUND MARKETING Definition of inbound and outbound marketing Digital marketing - Customer acquisition and loyalty Content marketing Social media and community management Digital marketing plan UNIT 3. ADVANCED DIGITAL MARKETING SEO SEM Programmatic marketing and RTB Strategy and performance techniques Email marketing UNIT 4. WEB ANALYTICS TOOLS Understanding the customer - Customer experience, UX & UI Data science & big data Data visualization Google Analytics Digital metrics and digital marketing trends