The second module takes you through the basics of defining your audience, learning to anticipate their behavior and, more
importantly, learning to connect with them to build marketing campaigns that go beyond the sales and build trust. The module will introduce concepts like customer lifecycle, buying behavior, STP marketing strategies, etc.

Topics Covered:

• Understanding Behavior Analytics

• Why is Behavioral Marketing Important?

• Types of Behavioral Marketing

• How Does Behavioral Marketing Work?

• Sources to Profile Users Based on Data

• User Profiling Based on Data

• Benefits of Behavioral Marketing

In this module, you will learn to strategize research and define content pillars for your specific audience, building a content strategy based on your media channel mix. You will also learn to define goals and objectives for organic and paid media campaigns at every level of the marketing funnel.

Topics Covered:

• Fundamentals of Content Marketing
• Understanding the Nature of Audiences on Platforms

• Writing & Designing Content Structure
• Creating & Implementing Content plans & Calendars

• Optimizing Content for B2B and B2C channels

• Optimizing Content for Paid Marketing

• Measuring KPIs with Google Analytics & Meta Business
Manager
• The Content Framework
• Using AI for Content Generation

Explore the dynamic world of social media marketing, uncovering strategies and techniques to maximize your online presence. Learn to find your audience, your voice and then connect with the people that matter.

Topics Covered:

• Fundamentals of Social Media Marketing

• Managing Social Media Brands

• Building Audiences on Social Platforms

• Organic SMM Strategies & Funnels

• Paid Marketing Strategies & Channels

This module will teach you the importance of Search Engine Marketing with organic results through Search Engine Optimization (SEO) and Paid Search Marketing. 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. Learn how paid ads work with the help of keyword research. You will also learn about different bidding strategies in-depth in the context of channels.

Topics Covered:

• Fundamentals of SEO
• On-Page vs. Off-Page
• Technical SEO
• Website Asset Optimization (video, images, reviews)

• Conducting SEO Audit
• The Future of SEO
• 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

• Role and benefits of Ad Extensions
• How to target the right customers with demographics, interest,
location, etc.
• Use of dynamic keyword insertion
• Remarketing ads
• Performance Max & Smart campaigns
• How to create and optimize the mobile app install ads to
increase the number of users

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

• 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

In this module you will 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. Understand the actionable steps from the numbers.

Topics Covered:

• Difference between KPIs & metrics
• Metrics for paid/owned/earned
• Behavioral patterns of users on the site interface

• Engagement rate vs. conversion 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

In this module you will 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:

• Introduction to Conversion Rate Optimisation

• Mastering Conversion Funnels
•Setting Targets using CRO Benchmarks
• CRO Analytics: Measuring & Tracking Conversions
• Planning & Determining Marketing & Campaign Budget

• How to use interactive videos, pictures, and graphics to improve
landing pages
• Tracking and analyzing performance of your competitors using
auction insights, Facebook Pixel and Google tag manager.