Course Title:
Digital Marketing
Course Description:
A 6-month certificate program in Digital Marketing offers a well-rounded curriculum that provides participants with in-depth knowledge of Digital Marketing concepts, strategies, and tools. Below is a general outline of the topics covered, based on the structure of the Coursera course offered by the "Unilever Team."
Course instructional level:
Beginner/Intermediate
Course Duration:
6 Months
Hours: 75
Course coordinator:
Prof. Janmejay Vijaykumar Shukla
Course coordinator's profile(s):
An Assistant Professor in the School of Management at Ramdeobaba University, Nagpur, with a specialization in Marketing. Bringing over 9 years of professional experience—3 years in industry and 6 years in academia. Has made significant contributions to research, with 10 Scopus-indexed publications in esteemed journals and international conferences. Proven innovation and technical expertise, evidenced by two awarded patents.
Course Contents:
| Module/Topic name | Sub-topic | Duration |
| 1. Customer Understanding and Digital Marketing Channels | 1a Introduction to Digital Marketing | 3 Hours |
| 1b Customer Segmentation, Targeting and Positioning | 4 Hours | |
| 1c Business Models and Solutions | 4 Hours | |
| 1d Digital Marketing Channels | 7 Hours | |
| 2. Measurement and Analysis | 2a Search Engine Marketing (SEM) & Search Engine Optimization (SEO) | 5 Hours |
| 2b Web Analytics and Tools | 12 Hours | |
| 2c Social Media Platforms, Analytics and Monitoring Tools. | 4 Hours | |
| 2d A/B testing & Campaign Performance Reporting | 5 Hours | |
| 3. Campaign Performance Reporting, Visualization, & Improvement | 3a Data Visualization and Tools | 6 Hours |
| 3b Data-Driven Market Strategies | 4 Hours | |
| 3c Assessing and Optimizing ROI | 4 Hours | |
| 3d Campaign performance improvement | 5 Hours | |
| 4. Advanced Tools for Digital Marketing Analytics | 4a Marketing automation and scaling strategies | 5 Hours |
| 4b Predictive analytics & algorithms | 3 Hours | |
| 4c Video & mobile marketing trends | 5 Hours | |
| 4d Artificial Intelligence (AI), natural language processing (NLP) & Ethics | 5 Hours |
Course Outcomes:
Participant will demonstrate the ability to
- Participants will develop the ability to analyze customer behavior and generate actionable insights, enabling them to create targeted digital marketing campaigns across various channels.
- Participants will be equipped to measure and interpret marketing data effectively, facilitating informed decision-making that aligns with business objectives.
- Learners will gain hands-on experience with advanced digital marketing tools and technologies, enhancing their capability to streamline, analyze, and automate marketing processes.
- By integrating theory with practical exercises, participants will build a comprehensive skill set to tackle real-world marketing challenges.
- With continuous assessment and targeted training, students will be prepared for various roles within digital marketing, enhancing their readiness for positions as supervisors, executives, or mid-level managers.