1. Professional Diploma in Digital Marketing Batch 40
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2. Certification Criteria Detailed Module Content Program Director
CONTENTS
Broad Contours
Instructor
Unique Features
About DMI, Ireland
Who Should Attend
Delivery Methodology
Course Schedule
How to Register
Course Content
Payment Details
Certification Criteria
Detailed Module Content
Program Director
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3. BROAD CONTOURS
Delivery Methodology: Live, Interactive, Online; Direct to Device
Duration: 3 months; 1 session per week
Schedule: Sunday 05:00 PM – 08:00 PM IST
Fees: INR 37, current applicable taxes (payable online)
Orientation Session Date: Feb 12, 2017
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4. UNIQUE FEATURES Pioneers in Digital Marketing Training
This is the 40th Batch of our Digital Marketing program
NIIT has trained over 1700 students in the Digital Marketing Domain
International Accreditation
PDDM is internationally accredited in over 25 countries
Pedagogy
A mix of lectures, case discussions and assignments for a holistic learning
Hands on experience through project implementation
Curated list of online resources, guides and websites
Industry Recognized Course
The course syllabus is reviewed by a Syllabus Advisory Council of DMI, Ireland
The council is composed of leading digital brands including Google, Facebook, Twitter, LinkedIn etc.
Certification
Course Certificate from NIIT
The course additionally prepares you for the PDDM certification by DMI
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5. Digital marketing professionals desiring to enhance their knowledge
WHO SHOULD ATTEND
Designed for Marketing, Advertising, Product Management, Sales and Business Development Professionals
Digital marketing professionals desiring to enhance their knowledge
Marketing professionals wanting to add digital marketing to their skills portfolio
Entrepreneurs using digital marketing to improve their business performance
Sales/Business Development professionals wanting to branch out into the digital marketing domain
Individuals who want to capitalize on the opportunities in the digital marketing domain
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6. LEARNING PLAN Session Date Time (IST) Module Topic 1
Sunday, Feb 12,2017
5:00 PM - 08:00 PM
Orientation 2
Sunday, Feb 19,2017
Introduction to Digital Marketing 3
Sunday, Feb 26,2017
Search Engine Optimization 4
Sunday, Mar 05,2017
Search Engine Marketing (PPC) 5
Sunday, Mar 12,2017
Display Advertising 6
Sunday, Mar 19,2017
Marketing 7
Sunday, Mar 26,2017
Social Media Marketing (Part 1) 8
Sunday, Apr 02 ,2017
Social Media Marketing (Part 2) 9
Sunday, Apr 09 ,2017
Mobile Marketing 10
Sunday, Apr 16 ,2017
Analytics 11
Sunday, Apr 23 ,2017
Strategy and Planning
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* dates are subject to change

7. COURSE CONTENT
Module 1: Introduction to Digital Marketing Module 2: Search Engine Optimization (SEO) Module 3: Search Engine Marketing (PPC) Module 4: Digital Display Advertising Module 5: Marketing Module 6: Social Media Marketing (Part 1) Module 7: Social Media Marketing (Part 2) Module 8: Mobile Marketing Module 9: Analytics Module 10: Strategy and Planning
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8. Certification Criteria
A module test shall be conducted at the end of each module
NIIT to issue certificate of successful completion on clearing all the tests, with minimum 70% marks in each test
Participation certificate will be issued by NIIT if criteria of 70% marks in each test is not met
For DMI certification, participants are required to appear for an exam at Pearson VUE centers, after the payment of requisite examination fee separately to DMI/ Pearson VUE
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9. SAMPLE CERTIFICATE*
*For illustrative purposes only
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10. Dr. Neeraj Sharma Vice President, NIIT Ltd
COURSE DIRECTOR
Dr. Neeraj Sharma
Vice President, NIIT Ltd
Holds a Ph.D. in Management from IIT Delhi and a Masters in Human Resource Management from IIT Kharagpur
18 years of experience in technology-led education
As Head of Academics and Alliances for NIIT, has worked with IIMs (A, C, L, I, T), IIFT, IMT G and many other reputed business schools
Instrumental in designing various management programs and facilitating the education of over 25,000 professionals
Authored a book “Man Manthan”, a collection of Hindi poems
LinkedIn Profile
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11. BATCH INSTRUCTOR
Apurv Chaturvedi
Apurv Chaturvedi is an experienced corporate trainer in multi channel digital marketing, branding, graphic designing, animation and digital publishing. He is the Founder and CEO of Irine Digital Factory that provides end to end services to digital publishers.
He has been associated with companies like Adobe Systems, Siemens, India Today Group, NIIT Ltd, Times of India, Group FM. He has sound knowledge of latest trends and technologies in the industry, with expertise of incorporating them in different creative work-flows and train them in a way everyone can understand.
LinkedIn Profile
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12. STUDENTS FROM TOP ORGANIZATIONS
We have trained professionals from some of the world’s leading organizations*
* Indicative list
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13. ABOUT DMI
Digital Marketing Institute (DMI) is a global leader in training professionals in digital marketing. They are dedicated to educating professionals in the field of digital marketing to ensure career growth and global competitiveness.
NIIT and DMI have entered into a strategic partnership to redefine digital marketing education in India. The Professional Diploma in Digital Marketing is a program designed by current digital marketers, for future digital marketers.
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14. System Requirements DELIVERY METHODOLOGY
This is a complete Online course
Our live, instructor-led sessions can be attended from your PC/Laptop using an internet connection
Start learning our globally accredited program from any where
System Requirements
PC/Laptop
Web Camera
Headphone with Mic
Internet connection with > 1Mbps Speed
This self-diagnostic test will verify if you meet the necessary software requirements (webcam, mike and internet speed cannot be verified through this link)
test.htm 
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15. Registration Process will end on 11th Feb 2017
HOW TO REGISTER
Registration Details
Registration Process will end on 11th Feb 2017
You can register online at:
Pre-requisites
The applicant should be a graduate from a recognized university
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16. PAYMENT DETAILS
Course Fee: The Program Fee is INR 37,500 + applicable taxes Early Bird Discount: You can avail also avail of an early bird discount of INR 3000 by registering for the program before 15th Jan 2017.
Payment Plan during Early Bird
Lump sum Payment: INR 34,500 * : Payable before 15th Jan 2017
Installment Plan: Total: INR 36,500 *
Installment 1: INR 23,700 * : Payable before 15th Jan 2017
Installment 2: INR 12,800 * : Payable before 12th Feb 2017
Payment Plan after Early Bird
Lump sum Payment: INR 37,500 * : Payable before 12th Feb 2017
Installment Plan: Total: INR 39,500 *
Installment 1: INR 23,700 * : Payable during registration
Installment 2: INR 15,800 * : Payable before 12th Feb 2017
* plus current applicable taxes
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17. DETAILED MODULE WISE CONTENT
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18. Module 1- Introduction to Digital Marketing
The Introduction to Digital Marketing module introduces the foundational aspects of digital marketing and covers areas including: search, digital display, marketing, social media marketing, mobile marketing as well as web analytics.
In this module the course lecturer will also refer to the principles and processes, as well as the tools and techniques that underpin the Professional Diploma in Digital Marketing, and use effective illustrations and relevant, practical examples to bring the concepts and ideas to life.
Key Concepts of Digital Marketing
Traditional Marketing v. Digital
The Opportunity of Digital Marketing
Characteristics of Digital Marketing
Implications with Digital Marketing
DMI Method
DMI Framework
DMI 3i Principles
DMI Tactics
Search Engine Optimization
Pay Per Click (PPC)
Marketing
Digital Display Advertising
Mobile Marketing
Social Media Marketing
Analytics
Strategy and Planning
Laws and Guidelines
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19. Module 2: Search Engine Optimization (SEO)
This module will help participants to understand Search Engine Optimization (SEO) and how the tactics underpinning SEO can help boost the organic search ranking for a website on search engine results pages (SERPS).
During the session, participants will explore keyword research and the process of selecting suitable keywords for a website, as well as optimization of content on a web page. 
Participants will learn how to create and include effective content and meta-tags throughout a website. The session will also cover how websites are viewed and processed by search engine spiders and how to speed up indexing.
The session will cover off-page elements of optimization, including inbound linking as well as techniques to boost a website’s inbound link popularity.
Key SEO concepts
Search results and positioning
Benefits of search position
Stakeholders in search
Mechanics of search
On-page/ Off-page optimization
Customer insights
Keyword research
Keyword selection
Content updates and layout
Meta Tags
Site Maps
SEO Webmaster tools
Ranking
Inbound links and link building
Laws and Guidelines
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20. Module 3: Search Engine Marketing (PPC)
This module will allow participants to better understand and appreciate the importance of Pay-Per-Click Advertising (PPC),and how it can be used to effectively drive quality traffic to a website.
During the session participants will be taken through the key concepts of Search Engine Marketing and shown how to set up a Google AdWords account, and develop an initial AdWords campaign. The process of setting up a Google AdWords campaign will focus on three key elements: keyword research, ad copy and landing pages. AdWords campaign settings and ongoing campaign management are also addressed.
Key Concepts
Strengths of Pay-Per-Click
Keyword Research
Research Tools
Search Campaign Process
Keyword Selection
Ad Copy
Landing Pages
Targeting
Budgets
Scheduling
Display Networks
Campaign Management
Conversion Tracking
Conversion Metrics: CPA, CTR
Bidding
Analytics
Laws and Guidelines
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21. Module 4: Digital Display Advertising
This module covers the foundational aspects of Display Advertising by first setting the scene and exploring the benefits and the business value of Display Advertising, and then addressing key campaign aspects including: ad formats, campaign setup and planning, target audience definition, publishers, as well as campaign administration, budgeting (incl. different pricing metrics), measurement and optimization.
Key Concepts
Benefits of Digital Display
Challenges with Digital Display
Business Value
Running Effective Ads
Ad Formats
Ad Features
Ad Display Frequency
Campaign Planning
Campaign Steps
Target Audience
Campaign Objectives
Campaign Budget
Creative Formats
Targeting
Tracking the Campaign
Optimizing the Campaign
Laws and Guidelines
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22. Module 5: Email Marketing
The  Marketing module will teach participants how to implement and deliver an effective marketing campaign.
The session will cover the four foundational aspects of marketing: data capture and subscriber segmentation, design and content, delivery, as well as measurement and reporting. 
Key Concepts
Campaign Process
Data Capture: online
Data Capture: face-to-face
Segmentation
Design
User Behavior
User Characteristics
Copy
Structure
Delivery
Systems
Filtering
Scheduling
Measurement
Key Terms and Metrics
Split Testing
Laws and Guidelines
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23. Module 6: Social Media Marketing (Part 1)
This Social Media Marketing (Part 1) module will help participants to set up and prepare social media marketing initiatives. The course covers setting goals and priorities for social media campaigns and explores a range of core social media platforms, including: Facebook, Twitter, LinkedIn, Google+ and YouTube.
Key Concepts
Social Media Goals
Setting Goals and Priorities
Facebook Features
Facebook Newsfeed
Facebook Business Page
Facebook Insights
Twitter Features
Twitter Engagement
LinkedIn Setup & Profile
LinkedIn Features
LinkedIn Company page
Google+ Setup
Google+ Features
Google+ Insights
Google+ Analytics
Google+ Brand Page
YouTube Setup
YouTube Channels
YouTube Features
Tumblr
Blogging
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24. Module 7: Social Media Marketing (Part 2)
This module will help participants to promote, advertise and leverage social media through comprehensive campaigns and initiatives.
The session covers the importance of social listening, and explores different tools which can help identify the volume, tone and sentiment of valuable social conversations. Content Planning and scheduling will also be focused on, as well as advertising on various social media platforms.
Participants will learn how to measure, analyze and optimize their social media marketing campaigns.
Implementing Social
Social Listening
Content Planning
Scheduling Tools
Facebook Advertising
LinkedIn Groups
LinkedIn Advertising
Twitter Advertising
YouTube - Advanced
Pinterest Advertising
Instagram
Snapchat
Facebook Insights
LinkedIn Analytics
Twitter Analytics
Google+ Insights
YouTube Analytics
Laws and Guidelines
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25. Module 8: Mobile Marketing
This session will help participants to create and deliver effective mobile marketing campaigns. The session will cover the concepts and trends underpinning mobile marketing, and take an in-depth look at SMS campaigns and mobile optimized websites.
The course lecturer will explore the business justification behind developing an app, and will explain the app development process. QR codes and proximity marketing are discussed, as well as the social media channels that are now an important feature within any Mobile Marketing campaign.
Key Concepts
Trends in Mobile
Mobile Statistics
Mobile Optimized Website
Apps V Mobile Sites
Site Development Process
Mobile Apps
Mobile Advertising Goals
Mobile Ad Formats
Rich Media Ad Units
Mobile Advertising Campaign Process
Proximity Marketing
QR Codes
SMS Marketing
SMS Campaign Process
Mobile Analytics
Emerging Trends
Laws & Guidelines
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26. Module 9: Analytics Key Concepts Cookies
This Analytics module will help participants develop the skills to administer effective analytics and reporting for your digital marketing campaigns.
The session will cover account setup and profiles, tracking code insertion, and will also explore the key reports and features available within Google Analytics for: traffic sources, content, audience, technology and location.
The course lecturer will review analytics reports and address key analytics measurement concepts such as bounce rate, site speed, goals, goal funnels and conversions. 
Key Concepts
Cookies
Account Structure» User Levels
Account Setup
Common Terms
Reporting
Audiences
Acquisition
Behavior
Audience
Conversions
Attribution
Customization
Setting KPIs
Laws and Guidelines
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27. Module 10: Strategy and Planning
The Strategy and Planning module will help participants develop and implement an effective digital marketing plan for their organization.
The Strategy and Planning module brings together all the strands of the Professional Diploma in Digital Marketing to create a coherent Digital Marketing Plan based on the Digital Marketing Institute’s planning methodology and process.
Main Concepts
Planning
Situation Analysis
Information Gathering
Audience Definition
Setting Objectives
Appropriate Tools
Action Plan
Setting the Budget
KPIs
Measurement
Iteration and Enhancement
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28. DISCLAIMER
This presentation has been prepared for general understanding of the candidates about the course. NIIT reserves the right, in its sole discretion, to revise, add, supplement or complement the academic aspects of the course including but not limited to the curriculum, admission norms, examination, evaluation criteria and the nomenclature of the course as well as the certificate/credential awarded to the candidates
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