Professional Diploma in Digital

Marketing
Batch 40

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CONTENTS

1. Broad Contours 8. Instructor

2. Unique Features 9. About DMI, Ireland
3. Who Should Attend 10. Delivery Methodology
4. Course Schedule 11. How to Register
5. Course Content 12. Payment Details
6. Certification Criteria 13. Detailed Module Content
7. Program Director
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BROAD CONTOURS

Delivery Methodology: Live, Interactive, Online; Direct to Device

Duration: 3 months; 1 session per week

Schedule: Sunday 05:00 PM – 08:00 PM IST

Fees: INR 37,500 + current applicable taxes (payable online)

Orientation Session Date: Feb 12, 2017

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UNIQUE FEATURES

Pioneers in Digital International Pedagogy Industry Recognized Certification

Marketing Training Accreditation • A mix of lectures, case Course • Course Certificate from
• This is the 40th Batch of • PDDM is internationally discussions and • The course syllabus is NIIT
our Digital Marketing accredited in over 25 assignments for a holistic reviewed by a Syllabus
program countries learning Advisory Council of DMI, • The course additionally
Ireland prepares you for the
• NIIT has trained over • Hands on experience PDDM certification by
1700 students in the through project • The council is composed DMI
Digital Marketing Domain implementation of leading digital brands
including Google,
• Curated list of online Facebook, Twitter,
resources, guides and LinkedIn etc.
websites

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WHO SHOULD ATTEND

Designed for Marketing, Advertising, Product Management, Sales and

Business Development Professionals

• Digital marketing professionals desiring to enhance their knowledge

• Marketing professionals wanting to add digital marketing to their skills
portfolio
• Entrepreneurs using digital marketing to improve their business performance
• Sales/Business Development professionals wanting to branch out into the
digital marketing domain
• Individuals who want to capitalize on the opportunities in the digital
marketing domain

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LEARNING PLAN
Session Date
1 Sunday, Feb 12,2017
2 Sunday, Feb 19,2017
3 Sunday, Feb 26,2017
4 Sunday, Mar 05,2017
5 Sunday, Mar 12,2017
6 Sunday, Mar 19,2017
7 Sunday, Mar 26,2017
8 Sunday, Apr 02 ,2017
9 Sunday, Apr 09 ,2017
10 Sunday, Apr 16 ,2017
11 Sunday, Apr 23 ,2017
Time (IST) Module Topic
5:00 PM - 08:00 PM Orientation
5:00 PM - 08:00 PM Introduction to Digital Marketing
5:00 PM - 08:00 PM Search Engine Optimization
5:00 PM - 08:00 PM Search Engine Marketing (PPC)
5:00 PM - 08:00 PM Display Advertising
5:00 PM - 08:00 PM Email Marketing
5:00 PM - 08:00 PM Social Media Marketing (Part 1)
5:00 PM - 08:00 PM Social Media Marketing (Part 2)
5:00 PM - 08:00 PM Mobile Marketing
5:00 PM - 08:00 PM Analytics
5:00 PM - 08:00 PM Strategy and Planning
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COURSE CONTENT

Module 1: Introduction to Digital Marketing Module 6: Social Media Marketing (Part 1)

Module 2: Search Engine Optimization (SEO) Module 7: Social Media Marketing (Part 2)
Module 3: Search Engine Marketing (PPC) Module 8: Mobile Marketing
Module 4: Digital Display Advertising Module 9: Analytics
Module 5: Email Marketing Module 10: Strategy and Planning

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CERTIFICATION

Certification Criteria

• A module test shall be conducted at the end of each module

• NIIT to issue certificate of successful completion on clearing all the tests, with minimum 70%
marks in each test

• Participation certificate will be issued by NIIT if criteria of 70% marks in each test is not met

• For DMI certification, participants are required to appear for an exam at Pearson VUE
centers, after the payment of requisite examination fee separately to DMI/ Pearson VUE

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SAMPLE CERTIFICATE*

*For illustrative purposes only

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COURSE DIRECTOR

Dr. Neeraj Sharma

• Vice President, NIIT Ltd

• Holds a Ph.D. in Management from IIT Delhi and a Masters in
Human Resource Management from IIT Kharagpur
• 18 years of experience in technology-led education
• As Head of Academics and Alliances for NIIT, has worked with
IIMs (A, C, L, I, T), IIFT, IMT G and many other reputed business
schools
• Instrumental in designing various management programs and
facilitating the education of over 25,000 professionals
LinkedIn Profile
• Authored a book “Man Manthan”, a collection of Hindi poems

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BATCH INSTRUCTOR

Apurv Chaturvedi

• Apurv Chaturvedi is an experienced corporate trainer in

multi channel digital marketing, branding, graphic designing,
animation and digital publishing. He is the Founder and CEO of
Irine Digital Factory that provides end to end services to digital
publishers.
• He has been associated with companies like Adobe Systems,
Siemens, India Today Group, NIIT Ltd, Times of India, Group FM.
He has sound knowledge of latest trends and technologies in the
industry, with expertise of incorporating them in different
creative work-flows and train them in a way everyone can LinkedIn Profile
understand.

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STUDENTS FROM TOP ORGANIZATIONS

We have trained professionals from some of the world’s leading organizations*

* Indicative list
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 ABOUT DMI

• Digital Marketing Institute (DMI) is a global leader

in training professionals in digital marketing. They
are dedicated to educating professionals in the
field of digital marketing to ensure career growth
and global competitiveness.

• NIIT and DMI have entered into a strategic

partnership to redefine digital marketing
education in India. The Professional Diploma in
Digital Marketing is a program designed by
current digital marketers, for future digital
marketers. https://digitalmarketinginstitute.com

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DELIVERY METHODOLOGY

• This is a complete Online course

• Our live, instructor-led sessions can be attended from your PC/Laptop using an internet connection
• Start learning our globally accredited program from any where

System Requirements
• PC/Laptop
• Web Camera
• Headphone with Mic
• Internet connection with > 1Mbps Speed
• This self-diagnostic test will verify if you meet the necessary
software requirements (webcam, mike and internet speed
cannot be verified through this link)
https://na1cps.adobeconnect.com/common/help/en/support/meeting_
test.htm

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HOW TO REGISTER

Registration Details
• Registration Process will end on 11th Feb 2017
• You can register online at:
https://www.training.com/digital-marketing/diploma-in-digital-marketing

Pre-requisites
• The applicant should be a graduate from a recognized university

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PAYMENT DETAILS

Course Fee: The Program Fee is INR 37,500 + applicable taxes

Early Bird Discount: You can avail also avail of an early bird discount of INR 3000 by registering for the
program before 15th Jan 2017.

Payment Plan during Early Bird Payment Plan after Early Bird
1. Lump sum Payment: INR 34,500 * : Payable before 15th 1. Lump sum Payment: INR 37,500 * : Payable before 12th
Jan 2017 Feb 2017
2. Installment Plan: Total: INR 36,500 * 2. Installment Plan: Total: INR 39,500 *
i. Installment 1: INR 23,700 * : Payable before i. Installment 1: INR 23,700 * : Payable during
15th Jan 2017 registration
ii. Installment 2: INR 12,800 * : Payable before ii. Installment 2: INR 15,800 * : Payable before
12th Feb 2017 12th Feb 2017

* plus current applicable taxes

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DETAILED MODULE WISE CONTENT

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Module 1- Introduction to Digital
Marketing
The Introduction to Digital Marketing module introduces the foundational aspects of digital marketing and covers
areas including: search, digital display, email marketing, social media marketing, mobile marketing as well as web
analytics.
In this module the course lecturer will also refer to the principles and processes, as well as the tools and techniques
that underpin the Professional Diploma in Digital Marketing, and use effective illustrations and relevant, practical
examples to bring the concepts and ideas to life.
Key Concepts of Digital Marketing • DMI Tactics
• Traditional Marketing v. Digital • Search Engine Optimization
• Pay Per Click (PPC)
• The Opportunity of Digital Marketing
• Email Marketing
• Characteristics of Digital Marketing • Digital Display Advertising
• Implications with Digital Marketing • Mobile Marketing
• DMI Method • Social Media Marketing
• DMI Framework • Analytics
• Strategy and Planning
• DMI 3i Principles
• Laws and Guidelines
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Module 2: Search Engine Optimization
(SEO)
This module will help participants to understand Search Engine Optimization (SEO) and how the tactics underpinning SEO
can help boost the organic search ranking for a website on search engine results pages (SERPS).
During the session, participants will explore keyword research and the process of selecting suitable keywords for a website,
as well as optimization of content on a web page.
Participants will learn how to create and include effective content and meta-tags throughout a website. The session will
also cover how websites are viewed and processed by search engine spiders and how to speed up indexing.
The session will cover off-page elements of optimization, including inbound linking as well as techniques to boost a
website’s inbound link popularity.
Key SEO concepts • Keyword selection
• Search results and positioning • Content updates and layout
• Benefits of search position • Meta Tags
• Stakeholders in search • Site Maps
• Mechanics of search • SEO Webmaster tools
• On-page/ Off-page optimization • Ranking
• Customer insights • Inbound links and link building
• Keyword research • Laws and Guidelines
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Module 3: Search Engine Marketing (PPC)

This module will allow participants to better understand and appreciate the importance of Pay-Per-Click Advertising
(PPC),and how it can be used to effectively drive quality traffic to a website.
During the session participants will be taken through the key concepts of Search Engine Marketing and shown how to set
up a Google AdWords account, and develop an initial AdWords campaign. The process of setting up a Google AdWords
campaign will focus on three key elements: keyword research, ad copy and landing pages. AdWords campaign settings and
ongoing campaign management are also addressed.
Key Concepts • Budgets
• Strengths of Pay-Per-Click • Scheduling
• Keyword Research • Display Networks
• Research Tools • Campaign Management
• Search Campaign Process • Conversion Tracking
• Keyword Selection • Conversion Metrics: CPA, CTR
• Ad Copy • Bidding
• Landing Pages • Analytics
• Targeting • Laws and Guidelines
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Module 4: Digital Display Advertising

This module covers the foundational aspects of Display Advertising by first setting the scene and exploring the
benefits and the business value of Display Advertising, and then addressing key campaign aspects including: ad
formats, campaign setup and planning, target audience definition, publishers, as well as campaign administration,
budgeting (incl. different pricing metrics), measurement and optimization.

Key Concepts • Campaign Steps

• Benefits of Digital Display • Target Audience
• Challenges with Digital Display • Campaign Objectives
• Business Value • Campaign Budget
• Running Effective Ads • Creative Formats
• Ad Formats • Targeting
• Ad Features • Tracking the Campaign
• Ad Display Frequency • Optimizing the Campaign
• Campaign Planning • Laws and Guidelines

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Module 5: Email Marketing

The Email Marketing module will teach participants how to implement and deliver an effective email
marketing campaign.
The session will cover the four foundational aspects of email marketing: data capture and subscriber
segmentation, email design and content, email delivery, as well as measurement and reporting.
Key Concepts
• Email Structure
• Campaign Process
• Email Delivery
• Data Capture: online
• Email Systems
• Data Capture: face-to-face
• Filtering
• Segmentation
• Scheduling
• Email Design
• Measurement
• User Behavior
• Key Terms and Metrics
• User Characteristics
• Split Testing
• Email Copy
• Laws and Guidelines

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Module 6: Social Media Marketing (Part 1)

This Social Media Marketing (Part 1) module will help participants to set up and prepare social media marketing
initiatives. The course covers setting goals and priorities for social media campaigns and explores a range of core
social media platforms, including: Facebook, Twitter, LinkedIn, Google+ and YouTube.

Key Concepts • LinkedIn Company page

• Social Media Goals • Google+ Setup
• Setting Goals and Priorities • Google+ Features
• Facebook Features • Google+ Insights
• Facebook Newsfeed • Google+ Analytics
• Facebook Business Page • Google+ Brand Page
• Facebook Insights • YouTube Setup
• Twitter Features • YouTube Channels
• Twitter Engagement • YouTube Features
• LinkedIn Setup & Profile • Tumblr
• LinkedIn Features • Blogging
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Module 7: Social Media Marketing (Part 2)

This module will help participants to promote, advertise and leverage social media through comprehensive
campaigns and initiatives.
The session covers the importance of social listening, and explores different tools which can help identify the
volume, tone and sentiment of valuable social conversations. Content Planning and scheduling will also be focused
on, as well as advertising on various social media platforms.
Participants will learn how to measure, analyze and optimize their social media marketing campaigns.
• Implementing Social • Pinterest Advertising
• Social Listening • Instagram
• Content Planning • Snapchat
• Scheduling Tools • Facebook Insights
• Facebook Advertising • LinkedIn Analytics
• LinkedIn Groups • Twitter Analytics
• LinkedIn Advertising • Google+ Insights
• Twitter Advertising • YouTube Analytics
• YouTube - Advanced • Laws and Guidelines
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Module 8: Mobile Marketing

This session will help participants to create and deliver effective mobile marketing campaigns. The session will cover the
concepts and trends underpinning mobile marketing, and take an in-depth look at SMS campaigns and mobile optimized
websites.
The course lecturer will explore the business justification behind developing an app, and will explain the app
development process. QR codes and proximity marketing are discussed, as well as the social media channels that are
now an important feature within any Mobile Marketing campaign.
Key Concepts • Rich Media Ad Units
• Trends in Mobile • Mobile Advertising Campaign Process
• Mobile Statistics • Proximity Marketing
• Mobile Optimized Website • QR Codes
• Apps V Mobile Sites • SMS Marketing
• Site Development Process • SMS Campaign Process
• Mobile Apps • Mobile Analytics
• Mobile Advertising Goals • Emerging Trends
• Mobile Ad Formats • Laws & Guidelines
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Module 9: Analytics

This Analytics module will help participants develop the skills to administer effective analytics and reporting for your
digital marketing campaigns.
The session will cover account setup and profiles, tracking code insertion, and will also explore the key reports and
features available within Google Analytics for: traffic sources, content, audience, technology and location.
The course lecturer will review analytics reports and address key analytics measurement concepts such as bounce rate,
site speed, goals, goal funnels and conversions.

Key Concepts
• Cookies • Behavior
• Account Structure» User Levels • Audience
• Account Setup • Conversions
• Common Terms • Attribution
• Reporting • Customization
• Audiences • Setting KPIs
• Acquisition • Laws and Guidelines
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Module 10: Strategy and Planning

The Strategy and Planning module will help participants develop and implement an effective digital marketing plan for
their organization.
The Strategy and Planning module brings together all the strands of the Professional Diploma in Digital Marketing to
create a coherent Digital Marketing Plan based on the Digital Marketing Institute’s planning methodology and process.

Main Concepts • Appropriate Tools

• Planning • Action Plan
• Situation Analysis • Setting the Budget
• Information Gathering • KPIs
• Audience Definition • Measurement
• Setting Objectives • Iteration and Enhancement

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 DISCLAIMER
This presentation has been prepared for general understanding of the
candidates about the course. NIIT reserves the right, in its sole
discretion, to revise, add, supplement or complement the academic
aspects of the course including but not limited to the curriculum,
admission norms, examination, evaluation criteria and the
nomenclature of the course as well as the certificate/credential
awarded to the candidates

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Reach out to us at
18002081050