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Digital Marketing

Course Title: Digital Marketing

Course Code: Ele/SE-306
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

  • Designing engaging posts for social media
  • Introduction to infographics and their importance
  • Reading Material:
    • “Infographics: The Power of Visual Storytelling” by Jason Lankow
  • Assignment: Design an infographic for a chosen topic.

Week 3: Facebook and Instagram Management (Organic Reach)

  • Understanding organic reach and how to grow it
  • Reading Material:
    • “Facebook Marketing: An Hour a Day” by Chris Treadaway
  • Assignment: Analyze the organic reach of a popular Facebook or Instagram page.

Week 4: Understanding Facebook & Instagram Algorithms

  • Deep dive into social media algorithms
  • Techniques for improving reach and engagement
  • Reading Material:
    • Facebook’s Official Algorithm Update Documentation
  • Assignment: Develop a strategy to increase organic reach on a social media page.

Week 5: Facebook Ads: Introduction and Setup

  • Understanding Facebook Ads and their components
  • Reading Material:
    • “Facebook Ads Manual: Everything You Need to Know to Get Started” by Perry Marshall
  • Assignment: Set up a basic Facebook Ad campaign in a sandbox environment.

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

  • Overview of tools like Hootsuite, Buffer, and others
  • Reading Material:
    • Hootsuite Blog: Social Media Management Tools Overview
  • Assignment: Schedule posts using a social media management tool.

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.

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.

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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