Digital Marketing Syllabus

Great Learning offers meticulously designed programs providing comprehensive and robust curriculums. Great Learning's advanced digital marketing course syllabus empowers learners with in-depth knowledge and practical skills, ensuring they excel in the dynamic realm of digital marketing.

Here is extensive information on the course syllabus of each digital marketing course Great Learning offers.

1. PGP in Strategic Digital Marketing - Great Lakes Executive Learning

• Pre-Work Module

The pre-work module of this strategic digital marketing course introduces you to essential digital marketing concepts, covering marketing frameworks such as the 4Ps, 4Cs, and 7Ps, and strategic planning models like the BCG Matrix, Ansoff's Grid, and STP Model. You'll explore various consumer behaviour models, investigate the factors influencing consumer behaviour, and learn to analyze competitive markets, preparing you for the subsequent course material.

• Module 1: Digital Marketing Foundations

Module 1 of this digital marketing course delves into the Digital Marketing Framework and Content Marketing. You'll explore the customer's digital journey, buyer persona, and digital marketing funnel while also learning about various media types. The module includes design thinking and case studies. 

The content marketing section teaches storytelling, content types, brand voice development, content analysis, and planning. You'll comprehend consumer-generated content and create tailored content plans. A UI/UX self-paced module introduces usability and good practices for digital marketers.

• Module 2: Building Digital Footprint

Module 2 of this digital marketing course focuses on creating primary and secondary digital properties. You'll learn to build websites, incorporating design concepts and adding functionalities such as e-commerce features, SEO, subscription forms, and chatbots. The module covers domain registration, website building platforms, and tools like MailChimp, Google Analytics, and Google Ads.

You'll also develop secondary digital properties on platforms like Facebook, LinkedIn, and YouTube, integrating them with your website and using tools like Facebook Pixel, LinkedIn Insights, YouTube Content Studio, and Google AdSense to strengthen your brand's digital presence.

• Module 3: Performance Marketing / Marketing Your Digital Presence

Module 3 - performance marketing / marketing your digital presence of this course focuses on Paid Marketing, Social Brand Management, and Email and Affiliate Marketing. You'll learn to build and market digital properties using platforms such as Google Ads, Facebook, LinkedIn, and YouTube.

The module covers Google Paid Marketing tools, campaign planning, and execution, along with social brand management using Facebook Business Manager, Instagram Ads, and other tools.

Additionally, you'll explore email marketing, automation, and evaluation, as well as the affiliate ecosystem, campaign tracking, and partnership management using tools like Mailchimp.

• Module 4- Integrated Digital Marketing

This module covers key concepts like On-page and Off-page Search Engine Optimization, PR Models, Link Building, Mobile Marketing, and more. You'll gain hands-on experience with tools such as Screaming Frog, Google Search Console, Mozbar, and Yoast SEO for a thorough understanding of Search Engine Optimization and Mobile Marketing. 

The module delves into SEO audits, content marketing, and various optimization tools. Additionally, you'll explore the mobile ecosystem, voice-based marketing, SMS marketing, push notifications, deep linking, and campaign management using tools like Firebase, AppAnnie, and SimilarWeb.

• Module 5: Web Analytics / Marketing Experimentation

Module 5 of this digital marketing course covers CRM, customer retention, customer equity, and various customer metrics. You'll dive into customer acquisition, retention, and engagement strategies while learning about web analytics to measure marketing effectiveness. 

The module teaches Google Analytics setup, metric interpretation, and report generation, including audience, acquisition, behaviour, and conversion reports. Additionally, you'll explore user retention, and engagement strategies, and measure marketing effectiveness through surveys, focus groups, feedback, acquisition strategies, and customer lifetime value analysis.

• Module 6: Campaign Management

This introduces the entire ecosystem of campaign management, programmatic media buying, and its components. You'll learn how digital contributes to brand-building, customer funnels, and customer journey mapping. 

The module covers key performance indicators, metric determination, and campaign measurement. You'll also explore influencer marketing campaigns for brand awareness and business growth, with tips for finding suitable influencers. The module emphasizes optimizing campaigns for improved ROIs using digital marketing platform expertise.

• Module 7: Capstone Project

Module 7 of this program serves as the culmination of students' academic experience. In this module, students apply their knowledge and skills acquired throughout the course to a case study-based project. 

The capstone project enables teams to integrate and apply their expertise to solve a marketing-focused business problem, assessing their competency in digital marketing and strategy. 

Students will focus on deriving insights from data and observation, devising a comprehensive marketing strategy, and planning to improve the business significantly.

• Career Assistance: Resume Building, Mock Interviews, 1: 1 Mentorship

Learners receive support in resume building, mock interviews, and 1:1 personalized mentorship from industry experts. These activities aim to boost learners' confidence and skills for a successful digital marketing career. Upon request, doubt-solving sessions are organized to address questions related to digital marketing certificates. The program office guides accessing platforms and other relevant details.

2. Advanced Digital Marketing and Growth Strategies - Wharton School of the University of Pennsylvania ONLINE

• Orientation Week

The orientation week provides an overview of Digital Marketing, providing a solid foundation for learners as they embark on their journey. This initial phase familiarizes students with essential concepts and sets the stage for more in-depth exploration in subsequent modules.

• Achieving Customer-Centric Success Through Digital Marketing

This module focuses on shifting from product-centric to customer-centric strategies, optimizing customer acquisition costs, and maximizing customer lifetime value. Learners will explore customer segmentation, acquisition, and retention optimization to create profitable growth while examining the implementation and future outlook of customer-centric approaches in digital marketing.

• Fundamentals of Digital Marketing and E-Commerce

The module delves into designing omnichannel digital marketing strategies, exploring digital business models, and understanding various digital marketing channels. Learners will gain insights into optimizing digital marketing effectiveness and participate in a hands-on workshop covering essential digital marketing tools and techniques.

• Marketing Analytics and Experimentation

This module covers the essentials of marketing data sources, A/B testing, and marketing experimentation. Students will learn about conversion funnel analytics and participate in practical workshops focusing on web and social media analytics, as well as attribution modelling techniques.

• Applications of Technology in Digital Marketing

The applications of technology in the digital marketing module delve into AI and personalization technologies, including AI tools, chatbots, and customization techniques. Students will analyze industry case studies and learn about marketing automation tools and techniques to enhance their digital marketing strategies.

• Capstone Project

Capstone Project encourages students to apply growth marketing strategies to a real-world project. It demonstrates their ability to integrate and implement the digital marketing concepts learned throughout the course to solve practical business challenges.