Post Graduate Certificate in Digital Marketing (12 Months)

Semester 1 (S1)  Digital Marketing Foundations (4 Months)

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Module 1: Introduction to Digital Marketing

• Evolution of Digital Marketing
• Digital vs. Traditional Marketing
• Customer Journey & Digital Ecosystem
• Key Trends in the Digital Era

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Module 2: Website Planning & Development

• Basics of Website Design (UI/UX)
• WordPress/No-Code Website Development
• Landing Pages & Conversion Funnels
• Website Optimisation & Tracking

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Module 3: Search Engine Optimisation (SEO)

• On-Page, Off-Page & Technical SEO
• Keyword Research & Strategy
• Backlink Building Techniques
• SEO Tools (Google Search Console, SEMrush, Ahrefs)
• Voice & Local SEO

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Module 4: Content Marketing

• Content Strategy & Planning
• Copywriting & Blogging
• Visual Content (Canva, AI Tools)
• Video Content Marketing
• Content Distribution Channels

Semester 2 (S2) Performance Marketing & Analytics (4 Months)

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Module 5: Search Engine Marketing (SEM & PPC)

• Google Ads – Search, Display, Shopping, Video
• Keyword Bidding & Quality Score
• Ad Copywriting & Extensions
• Campaign Optimisation & Reporting

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Module 6: Social Media Marketing (SMM)

• Facebook & Instagram Ads
• LinkedIn Marketing & Ads
• Twitter (X), Snapchat, Pinterest, Threads
• Social Media Strategy & Scheduling Tools
• Influencer Marketing

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Module 7: Email & Automation Marketing

• Email Campaign Design (Mailchimp, HubSpot)
• Lead Nurturing & Drip Campaigns
• Personalization & Segmentation
• Automation Tools (Zapier, HubSpot, ActiveCampaign)

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Module 8: Web Analytics & Data-Driven Marketing

• Google Analytics 4 (GA4)
• Tag Manager (GTM)
• Data Visualisation & Dashboards
• Measuring ROI & KPIs
• Attribution Models

Semester 3 (S3) Advanced Digital Strategies & Capstone (4 Months)

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Module 9: E-Commerce & Mobile Marketing

• E-Commerce Store Setup (Shopify, WooCommerce)
• Conversion Rate Optimization (CRO)
• Mobile App Marketing
• Payment Gateway Integration

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Module 10: Affiliate & Influencer Marketing

• Affiliate Networks & Models
• Tools for Affiliate Tracking
• Building Influencer Campaigns
• ROI of Affiliate & Influencer Marketing

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Module 11: Digital Branding & Online Reputation Management (ORM)

• Personal & Corporate Branding
• Crisis Management Online
• Social Listening Tools
• Building Trust & Authority

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Module 12: AI, Emerging Tech & Digital Transformation

• AI in Digital Marketing (ChatGPT, MidJourney, Jasper)
• Voice Search & Conversational AI
• AR/VR Marketing
• Future of Web3, Blockchain & Metaverse in MarketingCapstone Project & Internship
• Real-Time Industry Project (SEO, Paid Campaigns, SMM, Analytics)
• Internship with Partner Companies
• Portfolio & Case Studies Presentation