COURSE OUTLINE AND

OBJECTIVES
Digital Marketing – A Project Based Approach

Sumit Dewanjee
Date: 31 May’17
CONTENTS

Course Sections .................................................................................................................................................. 4

Learning Goals by Course Section ...................................................................................................................... 4
Course Section wise break-up ............................................................................................................................ 5
Section 1: Digital Marketing Overview & Website Planning on Various Platform ............................................. 8
Section Topics: ............................................................................................................................................... 8
Section 2: Search Engine Marketing ................................................................................................................ 11
Section Topics: ............................................................................................................................................. 11
Section 3: Social Media Marketing ................................................................................................................... 13
Section Topics: ............................................................................................................................................. 13
Section 4: Lead Generation, Converting Into Sales & CRM .............................................................................. 15
Section Topics: ............................................................................................................................................. 15
Section 5: Earning Online ................................................................................................................................. 17
Section Topics: ............................................................................................................................................. 17
Section 6: FINAL PROJECT ................................................................................................................................ 18
Section Topics: ............................................................................................................................................. 18
DIGITAL MARKETING

Course Name Digital Marketing

Course Content Duration and Delivery

100 hours
Duration

80 hours classroom teaching including assignments,

Delivery Method(s) assessments, project distribution and 20 hours fully
dedicated project work
 Strong understanding of computer fundamentals,
Course Prerequisites, Post Requisites
Internet and marketing
and Minimum Student Qualifications
 Any Business Administrative Course

In this era of digitalization, Business Planning and

Marketing are no more only into traditional path. Modern
business strategy has come far beyond that and
according to marketing practitioners across the world,
Digital Marketing is said to be the future of marketing.

This course has been designed keeping all modern

business practices into consideration. Thus we have
made this module in a PROJECT based approach.
Through and after this course and pro
ject students can easily understand and execute the
followings:

 Segregate and reconnect between

TRADITIONAL & DIGITAL marketing.
 Analyze & strategize any business idea across
Course description all available platforms.
 What, how, where & how much intelligence
needs to be applied in any real life business or
organizational project.
 Usage of all Digital Marketing modules in real life
business to achieve overall business goal.
 Govt. Laws and roadmap to start and execute a
business.
 Market survey methodology and data analysis.
 Global business standard and FDI in E-
commerce industry.
 Better understanding/creation of Domestic &
Global opportunities.
 Alternative earning opportunities as freelancing.
 Final Project Methodology:

Students will choose any National / international start-up

company as project subject and will work on that topic.
Their prime motive in the Final Project would be:

1. To realize the overall business model and the

Digital Marketing Opportunities to promote their
services or products for any company/business
idea/industry.

Assignments
Course Evaluation Method Assessments (Multiple Choice)
Final Project Submission
 COURSE SECTIONS

1. Digital Marketing Overview

a. Content Marketing
2. Search Engine Optimization & Marketing
3. Social Media Optimization & Marketing
4. Lead Generation, Converting Into Sales & CRM
5. Earning Online
6. Final Project

LEARNING GOALS BY COURSE SECTION

Search
Lead
Digital Marketing Engine Social
Generation, Earning Final
Goals/Sessions Overview & Content Optimization Media
Converting Into Online Project
Marketing & Marketing
Sales & CRM
Marketing
Goal 1: Content Development
& Understand Digital X X X
Marketing Objective
Goal 2: Using Search Engine
X X X
as a promotional tool
Goal 3: Understating
X X X X X
Audience Targeting
Goal 3: Using Social Media
X X X
as a promotional tool
Goal 4: Effective online sales
X X X X X
and support
Goal 5: Making money as a
X
freelancer
Goal 6: Global Business
Value & Industry X X X X X X
Understanding
 COURSE SECTION WISE BREAK-UP

Section
Section Section Content Performance Section Description
# Sub Topics Delivery
Name Duration Metrics (max 50 words)
Duration
This section will help
 Overview students:
 Website for  To understand the
Business fundamental of
 Content Digital Marketing
Development  Effectively how to
Digital
Process create E-
Marketing
 Types of content 1+2+3+2+3+3+4  1 No commerce
1 Overview & 22
 Content +2=20 Assignment Website using
Content
Marketing right content and
Marketing
objectives right CMS in
 Understanding of various platforms
E-commerce available
 Google Analytics  How to analyze &
 Mobile Marketing strategize that
website
This section will help
students:
 To understand
 TG Analysis every aspect of
 Keyword marketing which
Search Analysis is purely based on
 1 No. of Search Engines
Engine  SEO Algorithm
2 Optimizatio  Use Content for 3+2+6+2+6+3=22 24
Assignment  How to use
 1 No. of content for search
n& Search Engine
Assessment engines
Marketing  Google Adwords
(PPC, Display)  Search Engine
 Remarketing Optimization
(SEO)
 Pay Per Click Ad
(PPC Ad) &
Display Ad
This section will help
students:
 Facebook for  Understand Social
Business & Media paradigms
Advertisement  1 No. of and psychology
Social
 Twitter 3+1+1+1+2+2+2 Assignment  Promote a brand
3 Media 15
 Pinterest =12  1 No. of & content on
Marketing
 Instagram Assessment every popular
 Youtube social media
 LinkedIn platforms
 Social Media vs
Social Networking
  Social
Advertisement

This section will help

students:
 To generate leads
and convert those
 Lead Generation leads into sales;
for Business through various
 Landing Page media or methods
Optimization like Inbound
Lead  1 No. of
 CPA analysis Marketing Online
Generation, Assignment/
 Affiliate Display
4 Converting 2+2+2+3+2+1=12 15 Presentation
Marketing advertising,
Into Sales  1 No
& CRM  Email Template Affiliate Marketing
Assessment
& Content & Email Marketing
development  To maintain a
 Various Email positive brand
Marketing tool reputation online
and online
Customer
Relationship
Management
This section will help
students:
 To understand
every aspects of
blogging and
earning through it
 To understand
 Blogging & Google Display
Earning  2 No. of Network of
5 AdSense 2+2=4 4
Online Assignments Publishers and
 Freelancing
earn through
Google AdSense
 To earn as a
freelancer digital
marketer online
on various
freelancing
websites
 Section Related This section will help
to Business students:
Model &
Company  To understand &
Growth Implement every
 Project Hard aspects of Digital
 Use of all digital Copy /
Marketing Marketing
Final Softcopy Modules
6 platforms for 20 20 Submission
Project
respective  To understand
to BCC and create
business.
 Using opportunities on
appropriate tools this domain
for analysis  To understand
 Prepare and create global
dashboard report business value
SECTION 1: DIGITAL MARKETING OVERVIEW & WEBSITE PLANNING ON VARIOUS PLATFORM

SECTION TOPICS:

Topic
Topic
Topic Topic Course Topic Evaluation Learning goals
# Delivery
Name Duration materia Method supported by topic
method
ls
 What is Digital
Marketing
 Traditional
Marketing Vs.
Digital Marketing
Digital  Digital visibility
Learner
A Marketing 1 hours Lecture  Digital
guide
Overview Communication
 1 No. of  Components of
Presentation: Digital Marketing
 Common
Give a group vocabulary for
presentation on Digital Marketing
Ecommerce
business on real  Understand Internet
companies or ideas and web
(Related to  Understand website
Bangladesh  Types of website
Website
Learner Perspective). Team  Website planning
B for 2 hours Lecture
Business
guide size has to be 4-6.  Website structure
Evaluation and sitemap
parameters are:  Example of a good
website
i) On  Use of CMS
Presentation: Color,
 What is content
Font, Content,
marketing
Picture,
Background, Look &  Objectives of
Feel, Number of content marketing
Lecture Slides.  Types of content
Content Learner
C 8 hours demonstra  Optimize content for
Marketing guide
tion ii) On Presenter: SE
Body Language,  Customer
Eye Contact, Attire, engagement
Energy, Handling  Example of great
Presentation, Team contents
Synchronization  What is ecommerce
 World’s top
ecommerce
websites
E- Learner  E-commerce sites in
D 3 hours Lecture
commerce guide Bangladesh
 SEO for e-
commerce websites
 Affiliate marketing
for e-commerce
  Google analytics
overview
 Google analytics
Lecture
Google Learner insights
E 4 hours demonstra
Analytics guide  Set up goals
tion
 Bounce rate
 Link tagging
 Customize report
 Understanding
mobile devices
 Mobile marketing
components
 Mobile Apps
Mobile Learner
F 2 hours Lecture Marketing
Marketing guide
 Advertising on
mobile
 SMS marketing
 Mobile marketing
mix

Section Evaluation Method 1 No. of Assessment

1. Which Bangladeshi Digital Agency got the

"CAMPAIGN ASIA-PACIFIC - DIGITAL AGENCY
OF THE YEAR 2015" award?

A) Webpers
B) Magnito Digital
C) Webable
D) Analyzen

2. With traditional advertising the message goes

Demo Assessment Questions in one direction and is characterised as a
'broadcast' approach. What does this mean?
Choose one from the following:

A) Message driven
B) Interruption model
C) One-to-One
D) One-to-Many

3. You wish to reach a new target audience who

are actively looking for the types of products or
services your company provides, which of the
 following digital marketing channels is most
appropriate?

A) Email marketing
B) Social media marketing
C) Mobile marketing
D) Search engine marketing

4. Ebay.com is considered as which platform?

A) B2B
B) C2C
C) C2B
D) B2C

 To understand the fundamental of Digital

Marketing
 Effectively how to create E-commerce
Learning Goals Supported by the Section Website using right content and right
CMS in various platforms available
 How to analyze & strategize that website
SECTION 2: SEARCH ENGINE MARKETING

SECTION TOPICS:

Topic Topic Topic

Topic Topic Evaluation Learning goals
# Duratio Delivery Course
Name Method supported by topic
n method materials
 What is SEO
 Major Search
engines
 “Keyword” and
its function
 Google
keyword
TG planner tool
Analysis  Google
Keyword algorithm and
Analysis how it works
Lecture  On page
SEO 13 Learner
A demonstr optimization
Algorithm hours guide  1 No. of
ation  Off page
Use Assignment: optimization
Content for  Local SEO
Search 1. Create a complete  Image SEO
Engine SEO report (On-page  Checklist of
and Off-Page) of any good SEO
existing company in practices
Bangladesh and  Differences
recommend some between white
strategies on the hat, grey hat
same. and black hat
& SEO

Design 1 demo Text  Google

Ad and 1 Display Ad Adwords
each for the aforesaid overview
company.  Create Search
campaigns
Google  Optimize
Adwords campaigns
(PPC & Lecture  Display
Display Learner
B 9 hours demonstr Advertising
Ad), guide
ation  Rich Media
Remarketin Ads
g  Contextual
Advertising
 Remarketing
 Tracking and
Measuring ROI
of online adv.
Section Evaluation Method 1 No. of Assessment

1. What is the term that describes the position of a

website in organic search results? Choose one from the
following:

A) Prominence
B) Placement
C) Canonicalisation
D) Ranking

2. What is the generally accepted difference between

SEO and SEM?

Demo Assessment Questions SEO focuses on organic/natural search

A) rankings, SEM encompasses all aspects of
search marketing
B) No difference, they're synonymous
SEO refers to organic/natural listings while SEM
C)
covers PPC or paid search
SEO tends to be a West coast term, SEM is
D)
more East coast

4. Page speed is important to ad revenue because

users are more likely to stay on a page and return again
if the site loads quickly.

A) True
B) False

 To understand every aspect of marketing which

is purely based on Search Engines only
Learning Goals Supported by the Section
 Search Engine Optimization (SEO)
 Pay Per Click Ad (PPC Ad)
SECTION 3: SOCIAL MEDIA MARKETING

SECTION TOPICS:

Topic Topic Learning goals

Topic Topic Evaluation
# Topic Name Delivery Course supported by
Duration Method
method materials topic
 What is Social
media
 Why it is
different
 Marketing with
Social
 1 No. of Networking
Assignment: Sites
Lecture
Social Media Learner  Viral Marketing
A 12 hours demonstra
Marketing guide  Facebook
tion Facebook Blueprint
marketing
 Twitter
marketing
 Youtube
marketing
 Linked In
marketing

Section Evaluation Method 1 No. of Assessment

1. Through Google URL Shortner (goo.gl) you can

track the age of visitors who clicked on your short
link?

A) True
B) False

Demo Assessment Questions 2. There are two models for payment within
Facebook ads. What are they? Choose one from
the following:

A) CPL and PPC

B) PPC and CPA
C) CPE and CTR
D) CPC and CPM
 3. Facebook has a statistical analysis feature
which it offers to its users. What is it called?
Choose one from the following:

A) Facebook Platform
B) Facebook Insights
C) Facebook Metric
D) Facebook Analytics

4. Which of the following is not a blogging

platform?

A) Google Docs
B) Tumblr
C) Blogger
D) WordPress

 To understand Social Media paradigms

and psychology
 To promote a brand on every popular
Learning Goals Supported by the Section social media platforms free of cost
 To advertise effectively on all popular
social media platforms
SECTION 4: LEAD GENERATION, CONVERTING INTO SALES & CRM

SECTION TOPICS:

Topic
Topic Topic
Course Topic Evaluation Learning goals
# Topic Name Durati Delivery
material Method supported by topic
on method
s
 What is lead
generation
Lead  Why lead
generation generation is
for business, important
Landing Lecture  Understandin
6 Learner
A page demonstrat g landing
hours guide
optimization ion pages
Cost Per  A/B testing
Acquisition  Converting
Analysis leads into
 1 No. of sales
Assignment:  Lead funnel
 What is
Create a profile on
affiliate
Hubspot Academy
marketing
website:
 Affiliate
http://academy.hubsp
Network
Lecture ot.com/certification.
Affiliate 3 Learner  Different ways
B demonstrat Complete Inbound
Marketing hours guide to do affiliate
ion Marketing marketing
Certification, Submit  How to do
the Certificate copy effective
and create a Hubspot affiliate
Sales & CRM marketing
software account
successfully.  What is email
marketing?
 How email
works
 Contest for
Lecture
Email 3 Learner email
C demonstrat
Marketing hours guide marketing
ion
 Bulk emailing
 Best practices
for email
marketing
using tools
Section Evaluation Method 1 No. of Assessment

1. Choose the odd between these names

A) LinkShare
B) Commision Junction
C) LikeAlyzer
D) vCommision

2. You get paid for all the clicks as a publisher in

Affiliate Marketing under CPA model.

A) True
B) False

Demo Assessment Questions

3. Email has a marketing ROI of approx

A) 43%
B) 430%
C) 4300%
D) 4.30%

4. Email marketing mainly comes under which

step of Inbound Methodology?

A) Attract
B) Convert
C) Close
D) Delight

 To generate leads and convert those

leads into sales; through various media or
methods like Inbound Marketing
Methodology, Online Display Advertising,
Learning Goals Supported by the Section Affiliate Marketing & Email Marketing
 To maintain a positive brand reputation
online and effective ways of online
Customer Relationship Management
SECTION 5: EARNING ONLINE

SECTION TOPICS:

Topic Topic Topic

Topic Evaluation Learning goals
# Topic Name Durati Delivery Course
Method supported by topic
on method materials

 2 No. of
Assignments:
 Earning through
1. Create a free blogging
Lecture blog website with  What is AdSense
Blogging and 2
A demonstr Practical Blogspot or  How to get approved
AdSense hours
ation Wordpress and for AdSense
post an article  Placing Ads on
(Different topics website
will be given) on
your website and
share the blog
link.

&

 Top freelancers in
2. Create an Digital Marketing
Upwork account industry
Freelancing Lecture as freelancer,
2 Learner  How to create
B in Digital demonstr complete your
hours guide freelancing profile
Marketing ation entire account,  How to bid for works
give at least two
 How to become a
digital marketing
successful freelancer
exams on Upwork
and submit your
username.

Section Evaluation Method N/A

 To understand every aspects of blogging

and earning through it
 To understand Google Display Network of
Publishers and earn through Google
Learning Goals Supported by the Section
AdSense
 To earn as a freelancer digital marketer
online on various freelancing websites
 SECTION 6: FINAL PROJECT

SECTION TOPICS:

Topic Topic Topic

Topic Topic Evaluation Learning goals
# Durati Delivery Course
Name Method supported by topic
on method materials
 1 No. of
Project(Hard Copy
or Soft Copy to be
submitted to BCC),
followed by Final
Presentation on it:
 Segregate and
Project Topic reconnect between
Selection: Students TRADITIONAL &
will have to choose DIGITAL marketing.
any industry or can  Analyze & strategize
select any company any business idea
present in across all available
Bangladesh. platforms.
 What, how, where &
how much intelligence
Then students will needs to be applied in
decide project name in any real life business
this format: Digital or organizational
Marketing project.
opportunities of  Usage of all Digital
“BUSINESS TYPE” in Marketing modules in
Bangladesh; A real life business to
Classroo
comprehensive study achieve overall
m
A Final Project
20
Guidance
Learner on “COMPANY business goal.
hours
& Market
guide NAME”.  Market survey
Survey methodology and
Example: BUSINESS
data analysis.
OPPORTUNITIES OF
ONLINE  Alternative earning
STANDARDIZED opportunities as
HOTEL CHAIN IN freelancing.
BANGLADESH: A
COMPREHENSIVE
Prime Learning
STUDY ON OYO
Goals:
ROOMS
 Covering every
aspects of Digital
 Team Formation: Marketing Modules
 Creating opportunities
1.Form team among on this domain
students & each team  Creating global
can have 4 or 6 business value online
members on various freelancing
2.Assign project topics websites
among teams
3.Distribution of tasks
as per project
requirements
4.Brain storming
 Project Hardcopy Submission & Presentation on
Section Evaluation Method
Project
 Executive Summary/ Introduction
 About the product or Services (Based on
Industry)
 Create a website for your business (Use free
sub-domain service provider:
Blogger/Wordpress/Weebly)
 Create pages as per requirement
 Search Engine Marketing Plan
o Search Engine Optimization
o SEO Activity Plan
o Keyword Research
o On Page Optimization Strategy &
Implementation
Suggested Table of Content o Off Page Optimization Strategy &
Implementation
 Create Google Ad campaign
 Target Group Analysis
 Implement Google Analytics
 Google Analytics Audience Overview –
Dashboard Reporting
 Social Media Marketing
o Facebook Page Creation
o Facebook Advertisement
 E-mail Marketing
 Plans for Viral Marketing
 Insights/Social Media Dashboard Reporting

 Covering every aspects of Digital

Marketing Modules
 Creating opportunities on this domain
Learning Goals Supported by the Section
 Creating global business value online on
various freelancing websites