Digital Marketing Specialist Master's Program (In Collaboration with META)

This Digital Marketing Specialist Master’s Program is designed to transform you into a digital powerhouse with in-depth expertise in all digital marketing domains with its dynamic and immersive learning experience. Furthermore, this program covers essential areas such as behavioral marketing, SEO, SEM, social media, email marketing, mobile marketing, content strategy, analytics, AI, automation, and emerging technologies to prepare you for the fast-paced digital world and enable you to deliver exceptional results. The various capstone projects at the end of the program will help you apply all the concepts you have learned to solve realworld marketing problems and fill gaps in strategies.

Key Features

• Course and materials are in English
• 8 Months Bootcamp program duration (5-10 hours/week)
• Live classes delivered by digital marketing industry experts
• Industry recognised Digital Marketing Specialist certificate
• Learn 35+ digital marketing tools
• Leverage ChatGPT and the latest AI tools for digital marketing
• Access to master sessions by Meta Blueprint trainers
• Free Meta Certified Digital Marketing Associate exam voucher worth $99
• 5 Capstone problem statements and 15+ course-end projects
• 10+ case studies from brands like Adidas, KFC, Nike, Intel, etc
• Learn using the Meta Business Coach chatbot
• Course aligned with Hootsuite and SE Ranking certification

Program Outcomes

• Use the fundamental ideas and techniques of digital marketing to promote your business and increase your customer base
• Target customers with mobile devices using various mobile marketing techniques
• Create content on platforms like Facebook, Instagram, LinkedIn, and Twitter, and run advertisements there
• Optimize different campaign KPIs and metrics with the help of different analytics tools
• Plan and implement digital marketing campaigns across different domains
• Optimize your pages for SEO and rank your pages higher on search engines with keyword optimization techniques
• Create and implement a content strategy based on the goals and objectives at every stage of the marketing funnel
• Create a campaign and bidding strategy for your paid marketing campaigns
• Explore the application of AI and emerging technology in digital marketing and learn how it helps automate campaigns and increase productivity

In Collaboration with META

Meta builds technologies that help people connect, find communities, and grow businesses. When Facebook launched in 2004, it changed the way people connect. Apps like Messenger, Instagram, and WhatsApp further empowered billions around the world. Now, Meta is moving beyond 2D screens toward immersive experiences like augmented and virtual reality to help build the next evolution in social technology.

What will you get:

• Access to master sessions by Meta Blueprint Trainers
• Free Meta Certified Digital Marketing Associate Exam Voucher worth $99
• Access to Meta Business Coach
• Learn foundational advertising concepts on Facebook, Instagram, and Messenger
• Course aligned with Meta Certified Digital Marketing Associate exam
• Access to self-paced content curated by Meta exam
• Earn Meta Certificated Digital Marketing Associate Badge after passing the exam

Exclusive Benefits

• Hootsuite:Complete the Hootsuite platform training and get a 50% discount on the Hootsuite Certified Professional exam fees
• SE Ranking:Get free access to the SE Ranking platform for 1 year!
• HubSpot:Complete the HubSpot Email Marketing Certification training to become a HubSpot-certified professional!
• FENG-GUI:Get 10 credits package into your Feng GUI account. (AI-Powered Neuromarketing analytics with actionable insights and recommendations that empower digital agencies to maximize results for their clients)

Recommended Certificates

This Digital Marketing Specialist Master’s Program will help you prepare for other external certifications. Although the program provides comprehensive coverage of various topics, it is crucial to acknowledge that you must also prepare and study additional subjects specific to the chosen certification. AVC recommends enrolling for Google, Meta & Hubspot certifications which are NOT INCLUDED IN THE PROGRAM.

LEARNING PATH

1. Introduction to Website Creation

Start your journey with this prerequisite course on website creation with WordPress. This module teaches you how to launch your website to promote your business.

Topics Covered:

• Introduction to website creation
• Introduction to WordPress
• WordPress website creation process
• WordPress plugins and website launch

Tools Covered:

• Wordpress

2. Digital Marketing Landscape

Learn the basics of digital marketing in this course. Understand the difference between digital and traditional marketing. Go through concepts like the 4Ps of digital marketing, influencer marketing, voice search, and more.

Topics Covered:

• Introduction to Digital Marketing
• Digital Marketing vs. Traditional Marketing
• The 4Ps of Marketing (Old and New)
• The 5P’s of Strategy
• How Technology has Changed the Marketing Landscape
• Importance of Influencer Marketing
• Video Marketing: The Future of Ads
• Leveraging from Voice Search
• Importance of Visual Content
• UI vs. UX

3. Behavioral Marketing

This module takes you through the basics of behavioral marketing and behavioral analytics. You will learn concepts like customer lifecycle, buying stages, and how the marketing funnel works.

Topics Covered:

• Understanding of Behaviour Analytics
• Why is Behaviour Marketing Important?
• Types of Behaviour Marketing
• How Does Behaviour Marketing Work?
• Sources to Profile Users Based on Data
• User Profiling Based on Data
• Benefits of Behaviour Marketing

4. Search Engine Optimization

This module will teach you the importance of Search Engine Optimization(SEO). You will learn how on-page and off-page SEO works, explore the technical side of SEO to rank higher on search engines and learn how to analyze competitors.

Topics Covered:

• Fundamentals of SEO
• On-Page vs. Off-Page
• Technical SEO
• Google Focus on the User Experience
• Updates, Algorithms and Ranking System
• Link Building
• How to Optimize Your Content for Voice Search
• Website Asset Optimization (video, images, reviews)
• Ecommerce Website SEO for More Sales
• Increase the Website Conversion Rate Using SEO
• Conducting SEO Audit
• The Future of SEO

Tools Covered:

• MOZ
• Screamingfrog
• semrush
• Google Trends
• Google Keyword Planner
• Ahrefs
• Yoast

5. Search Engine Marketing

Learn how paid ads work with the help of keyword research. You will learn about different bidding strategies in-depth in the context of B2B & B2C channels.

Topics Covered

• Overview of Search Engine Marketing
• Understanding Concepts of Pay Per click (PPC), Google Ads Algorithm, Ad Rank, & Ad Positioning
• Bidding and budget strategies
• Keyword research and optimization using the search term report for better ROI
• Role and benefits of Ad Extensions
• Setting up automation rules for ads
• Strategies to make best ad copies giving 100% ad strength
• How to target the right customers with demographics, interest, location, etc.
• Use of dynamic keyword insertion
• Remarketing ads
• Integrating with different campaign types and optimization
• Using RLSA in Google Analytics to maximize the performance of campaigns
• Difference between the standard shopping ads and smart ads
• How to optimize the feeds at Google Merchant center
• Learn to diagnose the shopping feed, it’s errors, and correct them
• Performance Max & Smart campaigns are the future of Google Ads
• How to create and optimize the mobile app install ads to increase the number of users

Tools Covered

• Google Ads
• Google keyword planner
• SpyFu
• Google Analytics
• Keyword Tool
• WordStream
• Semrush
• Optmyzr

6. Social Media Marketing (SMM)

In this module, you will understand the need to leverage social media channels, learn how to select the right content type in context for each channel, and comprehend the importance of social media in e-commerce.

Topics Covered:

• Digital and SMM Overview
• Social Brand Management
• SMM Significance, Role, Goals and Elements
• Setting Up Audience Persona
• SMM Strategy and Channels
• SMM Key Metrics
• Organic Postings
• Creating Facebook and IG Ads
• LinkedIn Marketing

Tools Covered

• Meta Business Suite
• Facebook business page
• Facebook creative hub
• Facebook page plugin
• Facebook Ads Manager
• Linked In for Businesses
• Linked In ads
• Youtube Advertising
• TweetDeck
• Powtoon
• Canva
• Trello

7. Email Marketing

This email marketing module, will teach you the end-to-end process of email marketing, how automation works, and how to design the right email templates to increase conversion rates.

Topics Covered

• Fundamentals of Email Marketing
• 5 Email Marketing Strategies to Boost Growth of Your Business by 5x
• Creating a Mailchimp Campaign
• Template Creation
• Types of Leads and Lead Generation
• Automation and Campaign Execution
• Overview of Automation Dashboard
• Creating a Drip Campaign Example
• A/B Testing

Tools Covered

• Mailchimp
• Zoho
• GetResponse

8. Mobile Marketing

Learn about the importance of mobile apps and mobile marketing in this module. You will also learn how to optimize the apps with the right keywords and how to do effective mobile ad targeting.

Topics Covered

• Introduction to Mobile Marketing
• Fundamentals of App Monetization
• Google Universal App Campaigns
• Facebook Marketing
• Twitter Marketing
• YouTube Marketing
• HubSpot CRM and AppTweak
• How to Rank Higher with ASO
• Ways of App Promotion
• Use of SEO and ASO in Mobile Marketing
• Burst Campaign to Boost App Installs

Tools Covered

• apptweak
• Hubspot
• Asodesk
• GoogleAds

9. Content Strategy

Learn about the content research strategies and tools to design the right content from a social media channel point of view. In this module, you will also learn how to define the goals and objectives at every marketing funnel stage using informative content.

Topics Covered

• Content marketing as a backbone of digital marketing
• Best practices to optimize the B2B and B2C content for different channels
• How content can help in improving the performance of paid ads
• Designing the content structure (topic cluster model like HubSpot)
• Best mobile ad content sizes for better results
• How to create and use an effective content calendar for future activities
• Measuring content KPIs with Google Analytics and other tools
• Designing the content framework

10. Strategies for Paid Campaigns

Learn how to perform a deep analysis of paid campaigns and check the metrics of every ad to optimize the campaigns for better conversions. You will also learn about the important elements of landing pages and related design strategies based on the business and industry.

Topics Covered

• Overview of Paid Campaigns: How is a Paid Campaign Helpful in Business Building?
• Introduction to conversion rate optimization and conversation funnel
• Setting targets using CRO benchmarks
• CRO Analytics: Measuring and tracking conversion rates
• Principles of a good landing page
• Readability and hierarchy of the landing page
• How to use interactive videos, pictures, and graphics to improve landing pages
• The need generation technique or the scarcity generation for persuasion
• The Theory of Cognitive Dissonance: Persuasion principle
• Using reciprocity: The principles of reciprocal concessions
• Setting up dynamic ads: Knowing the musts of the dynamic ad campaigns
• Best practices for marketing budget allocation
• Tracking and analyzing performance of your competitors using Auction Insights
• Facebook Pixel
• Campaign bid strategies using portfolios: Google Ads
• Determining campaign budget and scheduling
• Building campaigns in Ads Manager
• Marketing and tracking: Attribution model

Tools Covered:

• Google Analytics
• Google Ads
• Unbounce

11. Analytics, ROI & Evaluation

Learn about the different types of KPIs and metrics using different analysis tools. Also, work on a live campaign to check the ROI of any product or service and learn how to improve the results.

Topics Covered

• Difference between KPIs & metrics
• Metrics for paid/owned/earned
• How to use tools like Crazy Egg to understand behavioral patterns of users on the site interface
• In social media, how reach is different from number of impressions and how we can achieve a 1:1 ratio
• Engagement rate vs. conversion rate
• Bounce rate vs. exit rate
• How to Analyze Customer Journeys Using Google Analytics
• How to setup an ecommerce marketing funnel and analyze it with Google Analytics
• How to calculate ROI for any campaign

Tools Covered:

• SimilarWeb
• YouTube Insights
• Google Analytics

12. AI, Automation & Emerging Technology

In this module, learn how AI automates digital marketing and increases performance. You will also learn about emerging technologies like auto chat and voice search.

Topics Covered

• Digital Marketing with AI
• How AI helps in predictive analytics to create micro campaigns for each customer
• Use of AI to enhance visual search like Google Lens
• Chatbots, ads targeting, speech recognition and image recognition

13. Digital Marketing Capstone Project

The insights you have acquired in this digital marketing program can effectively be applied in this capstone project. You are provided the opportunity to select from five distinct capstone projects, each designed to allow practical application of the knowledge you have gained. As the final stage of your educational journey, the capstone project is a testament to your proficiency in this field, positioning you favorably for prospective employers.

Choose from below capstone projects:

• Contractworks

ContractWorks is a contract management software company that helps you store and search for your contracts in a secure ecosystem at any time. Although ContractWorks boasts of superior technology, software, security, and compliance compared to most of its competitors, it still encounters difficulties in extending its customer reach.

• Skullcandy

Skullcandy is a global brand bringing the noise and pushing boundaries far and wide. They have successfully modernized audio and leveled the playing field by making high fidelity affordable and high style attainable. Help keep Skullcandy’s youthful and adventurous consumers engaged.

• TOAST

Toast is a high-end, niche fashion retailer and part of the French Connection group that needs help reaching new customers and driving revenue while adhering to a strict set of brand guidelines, a sense of style, and seasonal trends – both in terms of fashion and traffic.

• Adidas

Adidas is a German multinational corporation that designs and manufactures shoes, clothing, and accessories. It is the largest sportswear manufacturer in Europe and the second largest globally, after Nike. Help Adidas market new products to its target audience and increase its reach.

• Grand Savings Bank

Grand Savings Bank is a full-service community bank providing diverse financial products and services to individuals and business customers. Help GBS gain more visibility and rank higher on search engines to grow and increase its customer base.

Other Electives

• Blogging

Learn how to create and maintain a blog for promotion and user interaction in this course

• B2B Marketing

Learn the basics of B2B marketing and various marketing techniques to increase your reach to B2B audiences.

• E-commerce Listing

Learn the basics of the e-commerce listing process. Learn how to promote your product and provide after-sales support

• Meta Master Session

Attend online interactive master sessions by Meta Blueprint trainers and get insights about the latest trends in the digital marketing field

• Affiliate Marketing

Learn the basics of affiliate marketing and how to use it to promote your business effectively

• Digital Marketing with ChatGPT and other Generative AI tools

Discover how to use ChatGPT and other generative AI tools to enhance your digital marketing efforts. Leverage AI’s capabilities to improve your online presence and engage with your target audience more effectively