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Digital Marketing

Course Title: Digital Marketing

Credit Hours: 3 (3+0)
Prerequisites: None

Course Learning Outcomes (CLOs):

At the end of the course, students will be able to:

  1. CLO1: Understand the algorithm of social media platforms and apply strategies to increase organic reach on any account/page.
    Domain: Cognitive
    BT Level: 2 (Understanding)
  2. CLO2: Develop effective content writing and marketing strategies tailored to different digital platforms.
    Domain: Cognitive
    BT Level: 3 (Applying)
  3. CLO3: Conduct keyword research, choose a niche, and set up a blog effectively.
    Domain: Cognitive
    BT Level: 3 (Applying)
  4. CLO4: Execute Facebook and Google Ads campaigns, including mastering over 20 digital marketing skills.
    Domain: Cognitive
    BT Level: 3 (Applying)
  5. CLO5: Understand the mechanisms and create active profiles on freelancing platforms like Fiverr and Upwork.
    Domain: Cognitive
    BT Level: 3 (Applying)

Course Contents and Weekly Breakdown:

Week 1: Introduction to Canva and Basic Design Concepts

  • Overview of Canva and its applications in digital marketing
  • Reading Material:
    • Canva Design School (online tutorials)
  • Assignment: Create a social media post using Canva.
  • Include eye-catching images, colors, fonts, and graphics that align with your topic.Ensure that the text and imagery are well-balanced. Canva provides many tools like grids, icons, and stock photos that can help enhance your design.Keep the text concise and impactful.Play around with Canva’s editing features like adjusting transparency, filters, and layering elements.
  • Evaluation Criteria:
  • Creativity and originality.
  • Relevance to the chosen topic.
  • Visual appeal (balance of text, colors, and images).
  • Use of Canva tools (e.g., templates, filters, fonts, and elements).

Week 2: Social Media Posts Design and Introduction to Infographics

  • Reading Material:
  • “Infographics: The Power of Visual Storytelling” by Jason Lankow
  • Assignment: Design an Infographic
  • Task:
  • Topic selection: Choose a topic (e.g., environmental impact, marketing strategies, productivity tips).
  • Research: Gather data, facts, and statistics to include in the infographic.
  • Design layout:
    • Use Canva’s infographic templates or create a custom layout.
    • Structure the infographic logically, using headings, subheadings, and bullet points to organize information.
  • Data visualization:
    • Use graphs, charts, and icons to represent data clearly.
    • Ensure that the visuals are easy to understand and interpret.
  • Design elements:
    • Maintain a consistent color scheme and typography throughout.
    • Use visual hierarchy to emphasize key information.
  • Editing tools: Adjust spacing, colors, and icons to ensure the design is clean and professional.
  • Final touches: Add a source section to credit the data used, and ensure the final design is ready for submission.
  • Evaluation Criteria:
  • Clarity and accuracy of information.
  • Visual representation of data: Is the data easy to understand through visuals?
  • Creative use of infographic templates: How effectively is the infographic designed to tell a story?
  • Relevance to topic: Does the infographic clearly communicate the chosen topic?

Week 3: Facebook and Instagram Management (Organic Reach)

Assignment: Facebook and Instagram Management (Organic Reach)
Objective:
This assignment focuses on understanding organic reach on Facebook and Instagram and how to improve it. Students will analyze the organic reach of a popular Facebook or Instagram page, exploring what strategies are used to engage the audience without paid promotions. By completing this assignment, students will gain practical insights into social media management and content strategies that enhance organic growth.

Key Concepts to Understand Before the Assignment:
Organic Reach:
Organic reach refers to the number of people who see your content without paid promotion. On platforms like Facebook and Instagram, it’s the free reach generated when your content is displayed on users’ feeds or through shares, comments, and likes.
Factors Influencing Organic Reach:
Engagement Rate: Likes, shares, comments, and reactions from the audience.
Content Type: Video, images, carousel posts, and stories often have different levels of organic reach.
Algorithm: How Facebook and Instagram prioritize content based on engagement, recency, and relevance.
Posting Frequency and Timing: How often and when content is posted can affect visibility.
Hashtag Usage: Proper use of hashtags to increase discoverability.
User Interaction: Building conversations with users through comments or responses can enhance visibility.

Reading Material:
“Facebook Marketing: An Hour a Day” by Chris Treadaway
This book provides a detailed guide on growing your presence on Facebook and Instagram. It explains the importance of creating engaging content and developing strategies for organic reach. Focus on chapters related to content creation, audience engagement, and measuring success organically.

Assignment Instructions:
Task: Analyze the Organic Reach of a Popular Facebook or Instagram Page
Step 1: Select a Popular Page
Choose a Facebook or Instagram page that is well-known and has significant organic activity. This can be a brand, a celebrity, or an influencer’s page. Ensure that the page uses organic strategies to engage its audience frequently (no paid ads or boosts).
Step 2: Analyze the Page’s Content Strategy
Look at the last 10-15 posts on the page and analyze the following:
Content Types: What type of content is being shared (e.g., videos, images, carousels, stories)?
Post Engagement: Which posts get the most likes, comments, shares, or reactions?
Hashtags: How are hashtags used in posts? Does the page use popular or niche hashtags to drive visibility?
Frequency and Timing: How often are posts made, and at what time? Is there a noticeable pattern that aligns with audience activity?
Interaction with Followers: Does the page respond to comments? How engaged are followers with the page?
Step 3: Measure Organic Reach Performance
Use the following indicators to measure organic reach:
Engagement Metrics: Look at the likes, shares, and comments. Higher engagement often translates to better organic reach.
Reach and Impressions: If data is available (on Instagram for business accounts or Facebook insights), check the reach and impressions metrics to see how many people the posts are reaching organically.
Audience Interaction: Analyze how followers are interacting with the page. Are they actively commenting and sharing content?
Step 4: Identify Strategies Used to Boost Organic Reach
Based on your analysis, identify what strategies the page uses to boost organic reach. Some things to consider include:
The use of high-quality visuals and videos
Engaging captions that encourage followers to comment or share
Creative use of stories and live videos
Collaborations with other influencers or brands
Consistent use of hashtags and location tags
Step 5: Write a Short Report
In 500–700 words, summarize your analysis, focusing on the following:
Overview of the Page: Briefly describe the page you selected and its target audience.
Content Strategy: Discuss the types of content the page posts and how these contribute to its organic reach.
Engagement: Analyze the level of interaction the posts receive. Which posts get the most engagement, and why do you think they are successful?
Organic Reach Strategies: Identify and explain the techniques used by the page to maximize organic reach.
Suggestions for Improvement: Based on your observations, suggest how the page could further improve its organic reach.

Submission Requirements:
Screenshots of the analyzed posts or page insights.
A 500–700 word report explaining your analysis and findings.
A short description of the metrics used (engagement, hashtags, post timing, etc.) and how they impacted the organic reach.

Evaluation Criteria:
Depth of Analysis: How well you understand the page’s content strategy and its impact on organic reach.
Use of Metrics: Your ability to interpret the engagement and reach metrics accurately.
Recommendations: The relevance and practicality of your suggestions for improving organic reach.
Clarity of Report: How well-organized and articulated your findings are in the report.

By completing this assignment, students will develop a deeper understanding of how organic reach works on social media platforms, especially Facebook and Instagram, and how to optimize content strategies for better audience engagement.

Week 4: Understanding Facebook & Instagram Algorithms

Objective:
To understand how Facebook and Instagram algorithms work and learn strategies for improving reach and engagement organically.

Topics Covered:

  1. Deep Dive into Social Media Algorithms:
    • Introduction to how Facebook and Instagram algorithms prioritize content.
    • Understanding the difference between chronological feed vs. algorithmic feed.
    • Key factors influencing algorithm-based content visibility:
      • User interaction history (likes, comments, shares)
      • Content format (images, videos, links)
      • Posting time and frequency.
      • Relevance of content (personalization and interest matching).
  2. Techniques for Improving Reach and Engagement:
    • How to leverage engagement-driven metrics to increase visibility.
    • The role of consistency in posting and its impact on algorithms.
    • Importance of diverse content formats (photos, videos, stories, reels).
    • Effective use of hashtags, captions, and calls to action (CTAs).
    • Building a community through comments, direct messages, and story interactions.
    • Understanding the role of paid promotions vs. organic strategies.

Reading Material:

  1. Facebook’s Official Algorithm Update Documentation:
    • Overview of the latest changes and updates to Facebook’s ranking algorithm.
    • Focus on engagement signals and how they shape content delivery to users.
    • Insights into Instagram’s ranking factors, stories, and reels placement.
  2. Additional Resources:
    • Blog posts and case studies on effective organic reach strategies.
    • Articles on recent trends in algorithm changes for social platforms.

Assignment:

Title: Develop a Strategy to Increase Organic Reach on a Social Media Page

Instructions:

  • Choose a public social media page (Facebook or Instagram) as your case study.
  • Analyze their current content strategy (content type, frequency, engagement).
  • Develop a strategy focused on improving organic reach based on the insights learned in this module.
    • Specify how to optimize for engagement (likes, shares, comments).
    • Suggest changes to posting frequency, content types, and interaction methods.
    • Incorporate the use of features such as stories, live sessions, reels, etc.
    • Identify key metrics to monitor for measuring the success of your strategy.
  • Submit a detailed report outlining your approach and expected outcomes.

Submission Deadline: End of Week 4.

Class Activity:

  • Group discussion on real-world examples of how companies or influencers adapt to algorithm changes.
  • Workshop on content planning for maximizing algorithm visibility.

Week 5: Facebook Ads: Introduction and Setup

This module introduces students to Facebook Ads, a vital tool for digital marketing. Students will learn the fundamental components of Facebook Ads, including how to create, manage, and optimize ad campaigns to target the right audience effectively. The focus is on understanding the structure of Facebook Ads and gaining hands-on experience in setting up an ad campaign.

1. Understanding Facebook Ads and Their Components

Topics Covered:

  • Introduction to Facebook Ads: Overview of Facebook’s advertising platform, its purpose, and benefits for businesses.
  • Ad Objectives: Explanation of different ad objectives such as brand awareness, traffic, engagement, app installs, video views, and conversions.
  • Ad Formats: Overview of various ad formats including image, video, carousel, slideshow, collection, and instant experience ads.
  • Targeting Options: Introduction to Facebook’s targeting features, including audience demographics, interests, behaviors, custom audiences, and lookalike audiences.
  • Budgeting & Bidding: Explanation of Facebook’s ad budget and bidding strategies, covering daily vs. lifetime budgets, cost per click (CPC), cost per thousand impressions (CPM), and cost per action (CPA).
  • Ad Placement: Overview of where ads can appear (Facebook feed, Instagram, Audience Network, Messenger), and the advantages of each placement.
  • Ad Performance & Analytics: Understanding Facebook Ads Manager and key performance indicators (KPIs) like click-through rate (CTR), conversion rate, and return on ad spend (ROAS).

2. Reading Material:

  • “Facebook Ads Manual: Everything You Need to Know to Get Started” by Perry Marshall
  • This resource provides a comprehensive guide to starting with Facebook Ads. It covers fundamental strategies, including setting up your first ad, understanding the Facebook Ads ecosystem, and basic optimization techniques.

3. Assignment:

Task: Set Up a Basic Facebook Ad Campaign

  • Objective:
    • The students will create a basic Facebook ad campaign to practice the setup process without spending real money.
  • Steps:
    • Define Campaign Objective: Choose one of the ad objectives (e.g., traffic, engagement).
    • Audience Selection: Use Facebook’s audience targeting tools to define an audience based on location, age, gender, and interests.
    • Ad Format: Select a format for the ad (e.g., single image, video).
    • Budget & Schedule: Set a daily or lifetime budget, and define the duration of the campaign.
    • Ad Placement: Choose where the ad will appear (Facebook, Instagram, or automatic placements).
    • Ad Creation: Upload images or videos, write the ad copy, and preview the final ad.
  • Submission:
    • Students will submit screenshots of their ad setup, along with a short description of their choices for objective, targeting, format, and budget.

Week 6: Facebook Paid Campaigns and Audience Creation

  • Creating audiences, budgeting, and location targeting
  • Reading Material:
    • “The Ultimate Guide to Facebook Advertising” by Perry Marshall
  • Assignment: Develop a detailed paid campaign plan, including audience segmentation.

Week 7: Social Media Management Tools

  • Social media management tools have become essential for businesses and individuals to manage, schedule, and analyze their social media presence efficiently. These tools help streamline workflows, save time, and ensure consistent engagement with audiences across multiple platforms. Below is an overview of popular social media management tools like Hootsuite, Buffer, and others.
  • Overview of Key Tools
  • Hootsuite:
    • Purpose: Hootsuite is a comprehensive social media management platform that allows users to schedule posts, monitor multiple social media accounts, and track performance.
    • Features:
      • Supports multiple social networks, including Facebook, Twitter, LinkedIn, Instagram, and Pinterest.
      • Customizable dashboards for tracking mentions, comments, and trends in real-time.
      • Advanced analytics and reporting tools to measure social media performance.
      • Team collaboration features, allowing multiple users to manage content and accounts.
    • Who it’s for: Ideal for businesses, social media managers, and marketers who handle multiple accounts and need to monitor performance and engagement.
  • Buffer:
    • Purpose: Buffer simplifies scheduling and publishing posts across multiple platforms, focusing on ease of use and simplicity.
    • Features:
      • Straightforward scheduling interface for posting to platforms like Facebook, Instagram, Twitter, LinkedIn, and Pinterest.
      • Browser extension for quick content sharing.
      • Basic analytics to measure post performance and optimize scheduling times.
      • Custom post creation for each platform (e.g., different captions, images for Facebook vs. Instagram).
    • Who it’s for: Suitable for individuals, small businesses, and bloggers who want an easy-to-use, streamlined social media management tool.
  • Sprout Social:
    • Purpose: Sprout Social is a premium tool that offers a range of features for social media scheduling, publishing, analytics, and customer relationship management (CRM).
    • Features:
      • In-depth analytics and reporting for better decision-making.
      • Unified inbox for responding to messages from all social platforms in one place.
      • Scheduling and automated posting for various social networks.
      • CRM integration, allowing users to track conversations and maintain relationships with customers.
    • Who it’s for: Best for mid to large-sized businesses, agencies, and marketing teams that need more robust reporting and customer management tools.
  • Later:
    • Purpose: Later is designed primarily for visual content scheduling, especially for Instagram.
    • Features:
      • Drag-and-drop visual planner for Instagram posts.
      • Instagram Stories scheduling.
      • Analytics for measuring Instagram growth, engagement, and audience.
      • User-generated content features for reposting content from followers.
    • Who it’s for: Ideal for brands or influencers focusing on Instagram and visual content marketing.
  • Zoho Social:
    • Purpose: Zoho Social offers tools for social media scheduling, monitoring, and analytics within Zoho’s broader suite of business tools.
    • Features:
      • Easy scheduling and publishing for multiple social platforms.
      • Integration with Zoho CRM for lead management through social interactions.
      • Monitoring and keyword tracking to stay updated on brand mentions.
      • Customizable reports for detailed performance insights.
    • Who it’s for: Best suited for businesses already using Zoho products or companies looking for CRM and social media integration.
  • Reading Material
  • Hootsuite Blog: Social Media Management Tools Overview: This blog offers an in-depth explanation of different social media management tools, including their benefits, features, and how businesses can leverage them for success. It provides insights into the latest trends in social media management and tips for effective usage of these tools.
  • Assignment
  • Task: Schedule posts using a social media management tool of your choice (e.g., Hootsuite, Buffer, or another platform you prefer). The goal is to create and schedule posts for the week across different social platforms.
    • Steps:
      1. Choose a social media management tool (Hootsuite, Buffer, etc.).
      2. Connect your social media accounts.
      3. Create a content plan with post topics, images, and captions.
      4. Schedule posts for the upcoming week on multiple platforms (at least 3 posts per platform).
      5. Track performance metrics like engagement, reach, and clicks at the end of the week.
  • This assignment will help you get hands-on experience using social media management tools, allowing you to automate content distribution and manage your social media presence more efficiently.

Week 8: Mid-Term Review and Exam

  • Review of material covered in Weeks 1-7
  • Mid-Term Exam
  • Reading Material:
    • Review all previously covered chapters
  • Assignment: Prepare a summary report of key concepts covered so far for the mid-term exam.
  • Midterm Exam Instructions for Digital Marketing
    Midterm Format: Open Book Exam
    Total Marks: 30 (15 marks for the report, 15 marks for the presentation)
    Duration: 15-minute presentation
    Instructions:
    For your midterm exam, you are required to prepare and submit a consolidated report and deliver a presentation based on the seven assignments you have completed so far. This will be an opportunity for you to showcase your understanding of key digital marketing concepts and how you’ve applied them in your previous work.
    Consolidated Report (15 Marks)
    • Compile your findings, insights, and learnings from all 7 assignments into a well-structured report.
    • The report should cover:
    • A brief summary of each assignment.
    • Key takeaways and lessons learned from each task.
    • How the assignments have contributed to your understanding of digital marketing strategies.
    • Any data, analysis, or results from assignments that demonstrate your grasp of digital marketing tools and concepts.
    • The report should be 4-5 pages long, well-organized with headings, subheadings, and any necessary charts or visuals.
    • Make sure the report is clear, concise, and professionally formatted.
    Presentation (15 Marks)
    • You will present your findings in a 15-minute PowerPoint presentation.
    • Your presentation should summarize the key points from your consolidated report, focusing on the practical application of the digital marketing concepts learned through your assignments.
    • Ensure that your presentation is engaging and covers:
    • The objectives of each assignment.
    • How you approached the tasks.
    • Insights and outcomes.
    • Challenges faced and how you overcame them.
    • Use visuals like graphs, screenshots, or other digital marketing tools to support your presentation.
    Exam Conduct and Cheating Policy
    • While this is an open book exam, all work must be your own.
    • Cheating or copying from others will result in an automatic F grade for the course.
    • Ensure you properly reference any external sources or materials if used in your report or presentation.
    Additional Guidelines:
    • Be prepared for a Q&A session after your presentation where you may be asked to elaborate on specific assignments or digital marketing concepts. • Make sure to demonstrate your understanding of digital marketing principles through the report and presentation.

Week 9: YouTube Marketing

  • Creating, optimizing, and marketing content on YouTube
  • Reading Material:
    • “YouTube Marketing Power” by Jason Miles
  • Assignment: Create a YouTube marketing plan for a product or service.
  • Comprehensive Learning Environment for studio.youtube.com
    The objective of this guide is to provide a step-by-step approach for learning YouTube Studio, enabling users to effectively manage their YouTube channels, optimize content, and analyze performance metrics. By the end of this learning module, users will be equipped to use YouTube Studio to its fullest potential.

    Learning Outcomes
    Upon completing this guide, users will be able to:
    Navigate the YouTube Studio dashboard and its features.
    Upload, manage, and optimize videos for better reach.
    Utilize YouTube Analytics to improve content strategy.
    Engage with the community and manage comments.
    Understand and set up monetization options.

    Step-by-Step Learning Guide
    Step 1: Getting Started with YouTube Studio
    Objectives:
    Understand the basics of YouTube Studio.
    Familiarize yourself with the dashboard and navigation.
    Instructions:
    Accessing YouTube Studio:Go to studio.youtube.com and log in using your Google account.
    Dashboard Overview:Explore the main dashboard, which shows key metrics like recent video performance, latest comments, and subscriber count.
    Familiarize yourself with the side menu options: Dashboard, Content, Analytics, Comments, Playlists, Monetization, and Settings.
    Hands-On Activity:
    Log into YouTube Studio and explore each section of the dashboard. Write down 3 new things you learned about the interface.

    Step 2: Uploading and Managing Videos
    Objectives:
    Learn how to upload and optimize videos.
    Understand the importance of video SEO.
    Instructions:
    Uploading a Video:Click the Create button (camera icon) at the top-right corner and select Upload videos.
    Drag and drop your video file or select it from your computer.
    Video Details:Fill out the Title, Description, and Tags for your video.
    Upload a Custom Thumbnail (recommended size: 1280 x 720 pixels).
    Add End Screens and Cards to promote other content.
    Video Visibility:Choose between Public, Unlisted, or Private.
    Schedule videos for future publishing if needed.
    Hands-On Activity:
    Upload a sample video, optimize it with a descriptive title, relevant tags, and a custom thumbnail.

    Step 3: Optimizing Videos for Better Reach (SEO)
    Objectives:
    Improve the discoverability of your videos using SEO techniques.
    Understand the role of metadata.
    Instructions:
    Writing Effective Titles:Use keywords that your target audience is likely to search for.
    Keep titles clear, engaging, and within 60 characters.
    Crafting Compelling Descriptions:Include keywords naturally within the first 2-3 sentences.
    Add links to related videos, playlists, or external resources.
    Using Tags and Playlists:Use relevant tags to categorize your video.
    Add your video to a playlist to increase watch time.
    Hands-On Activity:
    Optimize an existing video by updating its title, description, and tags.

    Step 4: Exploring YouTube Analytics
    Objectives:
    Use Analytics to monitor video performance.
    Make data-driven decisions to enhance content.
    Instructions:
    Accessing YouTube Analytics:Click on Analytics in the left menu.
    Review the Overview tab for channel performance (Views, Watch Time, Subscribers).
    Analyzing Traffic Sources:Explore the Reach tab to understand how viewers found your video (Search, Suggested Videos, etc.).
    Understanding Audience Behavior:Use the Engagement tab to see metrics like Average View Duration and Watch Time.
    Check the Audience tab for demographics and returning vs. new viewers.
    Hands-On Activity:
    Analyze the performance of your uploaded video using YouTube Analytics and note down insights.

    Step 5: Community Engagement and Management
    Objectives:
    Engage with your audience through comments and community posts.
    Manage comments effectively.
    Instructions:
    Moderating Comments:Go to the Comments section.
    Use filters to sort by Published, Held for Review, and Likely Spam.
    Respond to comments and engage with your viewers.
    Creating Playlists:Organize content by creating playlists to group related videos.
    Use playlists to improve user retention.
    Hands-On Activity:
    Moderate comments on one of your videos, pin a comment, and create a playlist with at least 3 related videos.

    Step 6: Monetization and Revenue
    Objectives:
    Understand the requirements for monetizing your channel.
    Set up ads, memberships, and other revenue streams.
    Instructions:
    Eligibility for Monetization:Your channel needs at least 1,000 subscribers and 4,000 watch hours in the last 12 months.
    Apply for the YouTube Partner Program under the Monetization tab.
    Setting Up AdSense:Link your channel to a Google AdSense account.
    Monetization Options:Enable ads on videos.
    Explore Channel Memberships and Super Chats.
    Hands-On Activity:
    Check the Monetization tab to see if your channel is eligible and explore different monetization options.

    Final Assignment: YouTube Studio Analysis and Optimization
    Objective:
    Demonstrate your understanding of YouTube Studio by analyzing a real YouTube channel and providing optimization recommendations.
    Instructions:
    Choose a YouTube Channel:
    You can use your own channel or select a popular YouTube channel.
    Tasks:
    Channel Overview: Note the total number of subscribers, views, and watch time.
    Video Analysis: Choose a video and analyze its performance (views, watch time, audience retention).
    SEO Optimization: Suggest improvements for titles, descriptions, tags, and thumbnails.
    Engagement: Assess the use of comments, community posts, and playlists.
    Monetization (if applicable): Review the monetization strategy and suggest ways to increase revenue.
    Report:
    Write a 2-3 page report (PDF format) including:Screenshots from YouTube Studio.
    Insights from Analytics.
    Recommendations for improvement.
    Grading Criteria:
    Navigation and Analysis: (40%)
    Data Accuracy: (20%)
    Strategic Recommendations: (20%)
    Report Presentation: (20%)

Week 10: Email Marketing with Tools

  • Tools and strategies for effective email marketing
  • Reading Material:
    • “Email Marketing Rules” by Chad S. White
  • Assignment: Design and send a mock email campaign using Mailchimp.

Week 11: Fiverr Gig Research and Freelancing Best Practices

  • Researching and setting up Fiverr gigs
  • Reading Material:
    • “The Fiverr Master Class” by Matt Jensen
  • Assignment: Create a Fiverr gig and optimize it for maximum visibility.

Week 12: Intro to Blogging and Content Marketing Strategies

  • Setting up a blog and developing content strategies
  • Reading Material:
    • “Content Marketing for Dummies” by Susan Gunelius
  • Assignment: Write and publish a blog post on a chosen topic.

Week 13: WordPress.com Blog Setup and Page/Post Design Techniques

  • Setting up a blog on WordPress
  • Reading Material:
    • “WordPress: The Missing Manual” by Matthew MacDonald
  • Assignment: Set up a WordPress blog and design a homepage.

Week 14: Keywords Research and Blogging Niche Research

  • Techniques for effective keyword and niche research
  • Reading Material:
    • “The Art of SEO” by Eric Enge
  • Assignment: Conduct keyword research for your blog and present your findings.

Week 15: Technical SEO and Blogging Optimization

  • On-page optimization and technical SEO practices
  • Reading Material:
    • “Technical SEO for WordPress” by Rebecca Gill
  • Assignment: Optimize your blog post for search engines using on-page SEO techniques.

Week 16: Final Exam and Course Wrap-Up

  • Comprehensive review and final exam
  • Course evaluation and feedback
  • Reading Material:
    • Review all previously covered chapters and supplementary materials
  • Assignment: Submit a comprehensive project report or final exam covering the entire course content.

Teaching Methodology:

  • Lectures: Covering theoretical aspects of digital marketing
  • Written Assignments: Applying course concepts through hands-on tasks
  • Practical Labs: Engaging in practical exercises and real-world scenarios
  • Semester Project: Comprehensive project involving digital marketing strategies
  • Presentations: Student presentations on projects and case studies

Textbook:

  • No specific textbook: The course is based on live demonstrations, best practices, and the latest research from various digital marketing blogs such as Ahrefs, Backlinko, Search Engine Watch, Yoast, Search Engine Roundtable, and Google Search Central.

Reference Materials:

  • Digital Marketing blogs (Ahrefs, Backlinko, Yoast, etc.)
  • Various online tutorials and articles

Assessment and Marks Distribution:

  • Quizzes (10 marks): Unannounced quizzes throughout the semester to assess understanding of recent topics.
  • Assignments (10 marks): Weekly assignments to apply and reinforce concepts.
  • Mid-Term Exam (30 marks): Covers material from Weeks 1-8.
  • Final Exam (50 marks): Comprehensive exam covering the entire course.
  • Class Participation (10 marks): Active participation in class discussions and activities.

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