Course Title: GR 012 Digital Marketing
Course Duration: 6 Weeks
Delivery Mode: Interactive Lectures, Case Studies

 

Course Objectives:

By the end of this course, students will be able to:

 

  • Understand the foundational concepts of digital marketing and its evolving landscape
  • Build and manage a professional website using user-friendly platforms
  • Develop and execute targeted campaigns on social media platforms (e.g., Instagram, Facebook, LinkedIn)
  • Plan and manage paid advertising (PPC, display, retargeting) using platforms such as Google Ads and Meta Ads

    Apply SEO best practices to improve search rankings and online visibility
  • Use analytics tools (e.g., Google Analytics, Meta Insights) to track and optimize marketing performance
  • Develop a holistic digital marketing strategy aligned with business objectives

 

 

WeekTopicKey Concepts
1Introduction to Digital Marketing
  • Digital vs. Traditional, Funnel Model, Channels Overview
2Creating a Digital Strategy
  • Goal Setting, Customer Journey, KPI Mapping
3Website Creation & UX Basics
  • Platforms (e.g., Wix, WordPress), Hosting, Design Principles
4Content Marketing & Blogging
  • Buyer Personas, Content Planning, Blogging Tools
5Introduction to Social Media Marketing
  • Platform Selection, Organic Content, Branding
6Paid Advertising Strategies
  • Google Ads, Meta Ads, A/B Testing, Campaign Budgeting
7SEO Fundamentals
  • On-page & Off-page SEO, Keyword Research, Technical SEO
8Analytics & Optimization
  • Google Analytics, Conversion Tracking, Data-Driven Decisions
9Integrated Campaign Planning
  • Multichannel Planning, Customer Touchpoints, Case Studies
10Capstone Project + Presentations
  • Group Campaign Proposal with Real-Time Audit and Peer Review​

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