DIGITAL MARKETING

SPECIALIST
Table of Contents

Key Features of Digital

About
03 the Course 04 Marketing Specialist
Masters Program

Learning Path
05

06 Step 1 : Get ready for the market

08 Step 2 : Become a data wizard

10 Step 3 : Become a SEO Whiz

12 Step 4 : Become a paid marketing master

14 Step 5 : Become a social media artist

16 Other Electives
About the Course
The Digital Marketing Specialist Masters Program is
designed to transform you into a digital powerhouse
with in-depth expertise in every branch of online
marketing. The training is structured around a proven
learning path prescribed by senior industry leaders.

Hands-on learning with live projects and simulation

exams complements world-class course content in
SEO, PPC, social media, and web analytics. Learners
have the flexibility to attend as many of the 35+ live
online instructor-led classes as necessary. Monthly
mentoring sessions by international keynote
influencers and thought leaders round out the
learning, adding a global dimension to the training.

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The Digital Marketing
Specialist Masters
Program is designed to
transform you into a
digital powerhouse

Key Features
Industry-recommended learning path

Access to 35+ live, instructor-led batches for the key course

Exclusive access to Digital Marketing Experts

Earn a Masters Certification on completion

Prepares learners for 12+ certifications

Covers 40+ digital marketing tools

More than 250 hours of high-quality eLearning

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Learning Path

STEP
1

DMCA
Foundations of
Digital Marketing
Advanced web analytics
Performance Analysis

STEP

Advanced SEO
SEO Tools & Techniques
STEP
4 3

STEP
Advanced PPC
PPC Tools & Techniques

STEP
5
Optional Electives
Advanced
Advanced Content Marketing
Social Media
Social Media Marketing Advanced Conversion
Tools & Techniques Optimization
Advanced Mobile Marketing
Advanced Email Marketing

DIGITAL MARKETING SPECIALIST

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STEP 1 2 3 4 5
Get ready for the Market
Digital Marketing Certified Associate
The Digital Marketing Certified Associate (DMCA)
program is designed to train beginners in the
essentials of online marketing. Prepared by leading
digital marketers, the course offers foundational
training in the major digital marketing specialties.
Real-world industry projects offer a platform to
acquire hands-on learning expertise with the most
important digital marketing tools. The course equips
learners with the skills required to plan and execute
digital marketing campaigns in any industry.

Key Learning Objectives

Deep domain expertise in 11 digital marketing disciplines, including
search engine optimization (SEO), social media marketing, pay-per-click
(PPC), conversion optimization, web analytics, content marketing,
mobile marketing, email marketing, programmatic buying, marketing
automation, and digital marketing strategy.

Strategic and execution expertise in Google Analytics, Google AdWords,

Facebook Marketing, Twitter, and YouTube.

Real-world problem-solving through projects using Google Analytics,

Google AdWords, Facebook Marketing, and YouTube Marketing.

Formulate, plan, and execute effective digital marketing strategies with

the digital marketing strategy module.

Prepare for top digital marketing certification exams such as OMCA,

Google Analytics, Google AdWords, Facebook Marketing, and YouTube
Marketing.

Advanced training in Twitter Advertising with course content developed

in partnership with Twitter.

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Course Curriculum

Foundations: Search Engine Optimization (SEO)

Foundations: Social Media

Foundations: Content Marketing

Foundations: Email Marketing

Foundations: Mobile Marketing

Foundations: Pay Per Click (PPC)

Foundations: Conversion Optimization

Foundations: Digital Analytics

Foundations: Marketing Automation

Foundations: Programmatic Buying

Tools: Google Analytics: Specific Techniques and Reports

Tools: Google AdWords Fundamentals

Tools: Facebook Marketing and Advertising

Tools: YouTube and Video Marketing

Tools: Twitter Advertising

Digital Marketing Strategy

STEP 1 2 3 4 5
Become a Data Wizard
Advanced Web Analytics
The Advanced Web Analytics certification training
program is designed to train learners in advanced
web data analytics, multi-channel analytics, and
qualitative search.

Prepared by leading web analytics experts, the

course builds on the Digital Marketing Certified
Associate training with deep expertise-building in
all facets of web analytics. Real-world industry
projects offer a platform to acquire hands-on skills
in popular web analytics platforms. The course
equips learners with the knowledge required to
assess visitor behavior and execute data-driven
decisions for marketing teams.

Key Learning Objectives

Expertise in web data analytics and insight generation

Experience designing a multi-channel analytics strategy

Internal search and competitive intelligence analysis

Ability to confidently analyze and provide business solutions

Conduct qualitative research and deliver actionable, data-driven

business insights

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Course Curriculum

Introduction to Web Analytics

Key Performance Indicators and Analytical Techniques

Segmentation

Reports and Metrics Making Web Analytics Actionable

Web Data Analysis Guide

Qualitative Research

Experimentation and Testing

Competitive Intelligence Analysis

Multi-Channel Analytics

Dashboards

Industry Models Complex Measurement and Approaches

Social Media Analytics

Google-Specific Techniques and Reports

STEP 1 2 3 4 5
Become a SEO Whiz
Advanced SEO
The SEO Specialist Masters program is designed to
transform learners into effective, industry-ready
Search Engine Optimization specialists. Built
around a structured learning path prescribed by
industry experts, the program includes modules in
all facets of search engine optimization, including
on-page SEO, link building, content marketing,
web analytics, and more. Gain experience in
strategizing and executing inbound marketing
initiatives with industry projects.

Key Learning Objectives

In-depth knowledge of keyword research to boost online visibility of a
business

Hands-on experience in devising an SEO strategy to drive organic traffic

Advanced link-building expertise, including internal link-structure

analysis and optimization
Course Curriculum

Introduction to SEO

On-Page Best Practices

Keyword Research and Competitive Analysis

Design and Architecture

Site Optimization and Best Practices

Link-Building

SEO for Local Search

Conducting SEO Site Audits

Critical Algorithm Updates

SEO Tracking

SEO Career Path

Supplemental SEO Tools

STEP 1 2 3 4 5
Become a Paid Marketing Master

Advanced PPC
The PPC Specialist Masters Program is designed to
transform learners into PPC marketing specialists.
Prepared by leading influencers and thought
leaders, the course offers in-depth training in all
areas of PPC marketing. Real-world industry
projects offer hands-on experience in executing
paid advertising campaigns for a variety of
industries.

Key Learning Objectives

Deep expertise in the principles and techniques of PPC advertising,
including the auction model, ranking algorithms, and post-click activity

Knowledge of the differences between search engines and their impact

on campaigns

Hands-on experience testing campaign models, campaign settings, and

campaign optimization techniques

Proficiency in writing ads, landing page development, and ad group

design

Knowledge of market research techniques to analyze competitor PPC

strategy

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Course Curriculum

Introduction to PPC Advertising

Introduction to Keywords and Match Types

Writing Effective Ad Copy and Introduction to Landing Pages

Campaign Settings

Conversion Tracking, Bidding, and Reporting

The Content/Display Network

Account Organization

Quality Score

Creating Your Account Strategy and Launching and Monitoring

Accounts

Testing and Advanced Landing Page Strategy

Tools and Other Networks

STEP 1 2 3 4 45
Become a Social Media Artist
Advanced Social Media
The SEO Specialist Masters program is designed to
transform learners into effective, industry-ready
Search Engine Optimization specialists. Built
around a structured learning path prescribed by
industry experts, the program includes modules in
all facets of search engine optimization, including
on-page SEO, link building, content marketing,
web analytics, and more. Gain experience in
strategizing and executing inbound marketing
initiatives with industry projects.

Key Learning Objectives

Learn how to draw more traffic, gain visibility, and promote brand
awareness

Knowledge of advanced social media principles and platforms

Hands-on experience implementing social media strategy and tactics

Sound understanding of influencer marketing

Deploy the latest strategies to plan, execute, and assess a

comprehensive and effective social media campaign for corporations,
government agencies, or non-profit organizations

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Course Curriculum

Introduction to Social Media

Creating a Social Media Strategy

Understanding Paid Earned and Owned Social Media

Social Sharing

Blogging for Business

Finding and Communicating with Influencers

Video and YouTube

YouTube Advertising

Social Networking and Facebook

Facebook Advertising

Microblogging and Twitter

Twitter Advertising

Online Reputation Management

Social Media Measurement

Social Media Analytics

Pinterest Marketing

Marketing through LinkedIn

Instagram
Other Electives:

Advanced Content Marketing

The Advanced Content Marketing Program trains
learners in the principles and techniques of content
marketing. Prepared by leading influencers and
thought leaders, the course offers avenues for
deep expertise building in planning, executing, and
monitoring content marketing strategy. The course
covers all areas of content marketing, including
SMM, event marketing, content strategy, and more.

Advanced Conversion Optimization

The Advanced Conversion Optimization Program
trains learners in the principles and techniques of
optimizing webpages to maximize lead conversion
as well as drive revenue. Prepared by leading
influencers and conversion specialists, the course
covers all elements of the discipline, including
page design, persuasion, wire-framing, web
analytics, product optimization, and more.
Advanced Mobile Marketing
The Advanced Mobile Marketing Program is
designed to transform learners into industry-ready
mobile marketers with skills in mobile advertising,
responsive design, mobile analytics, and more.
Prepared by leading experts in the field, the course
is a great choice for teams of marketing
professionals, business development professionals,
and entrepreneurs.

Advanced Email Marketing

The Advanced Email Marketing Program is
designed to transform learners into email
marketing strategists. Prepared by leading digital
marketing experts, the course trains learners in
strategizing and executing email campaigns for all
purposes, including sales, promotions, business
solicitations, brand building, and credibility
building.
Advisory Board Members:

Brad Geddes is the author of Advanced Google

AdWords, and the founder of Certified
Knowledge. He frequently writes columns for
Search Engine Land and co-moderates the
AdWords forum on Webmaster World. He has led
more than 60 AdWords seminars.

Brad Geddes
Expert PPC Marketer, Founder of Certified
Knowledge, Author

Stéphane Hamel is a Google Product

Strategy/Expert and has been named the Most
Influential Industry Contributor by the Digital
Analytics Association. He has made significant
contributions to the industry, including creating
the Digital Analytics Maturity Model.

Stéphane Hamel
Google Product Strategy Expert, Expert Data
Analyst

Jennifer Evans Cario is President of SugarSpun

Marketing and the author of three books,
including Pinterest Marketing: An Hour a Day. She
is a highly requested speaker and trainer, and is a
regular fixture at major online marketing
conferences.

Jennifer Evans Cario

President of SugarSpun, Expert Author on Social
Media

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Highly regarded on the world speaker circuit,
Lilach Bullock has graced Forbes and Number 10
Downing Street with her presence! She was listed
in Forbes as one of the top 20 women social
media power influencers and was crowned the
Social Influencer of Europe by Oracle.

Lilach Bullock
Forbes Top Women Social Media Influencer

Danny Dover is the author of the bestselling book

Search Engine Optimization Secrets and
co-founded ‘Making it Click’. Danny’s expertise
has been cited in Time Magazine, PC World,
Smashing Magazine, and more. Before starting his
own company, Danny was Lead SEO at Moz.com.

Danny Dover
Expert SEO, Former Lead SEO of MOZ, Author

Greg Jarboe is President and co-founder of

SEO-PR, an award-winning content marketing
agency. He is the author of YouTube and Video
Marketing: An Hour a Day.

Greg Jarboe
Expert Content Marketer, President of SEO-PR,
Author

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Jeff Hasen is the founder and president of mobile
consultancy Gotta Mobilize and is the author of
two books, The Art of Mobile Persuasion and
Mobilized Marketing. He has also been named as
one of the top Chief Marketing Officers on Twitter.
Jeff Hasen
Mobile Marketing Expert, President of Gotta
Mobilize, Author

Matt Bailey is the founder and president of

SiteLogic, and the author of Internet Marketing:
An Hour A Day. Matt also serves on the Advisory
Board for Incisive Media’s Search Engine
Strategies Conferences, and is the conference’s
one of the highest-rated speakers.
Matt Bailey
Expert Internet Marketer, President of SiteLogic,
Author
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