UNIT 1:
Introduction, Origin and Development of Digital Marketing
Internet Users: Penetration and Kind of Internet Use
Digital Marketing Strategy
Digital Advertising Market in India
Ethical and Legal Framework of Digital Marketing
Skills Required in Digital Marketing
Careers in Digital Marketing
Lessons from Mistakes in Digital Marketing.
UNIT 2:
Introduction, Concept of Display Advertising
Digital Metrics, Types of Display Ads
Targeting in Digital Marketing
Geographic and Language Tagging
Programmatic Digital Advertising
Challenges Faced by Display Advertising.
UNIT 3:
Introduction, Why pay for Search Advertising?
Understanding Ad Placement
Introduction, Why pay for Search Advertising?
Understanding Ad Placement
Why is the Ad Rank Important
Create Your First Ad Campaign
Best Practices for Creating Effective Ads
Performance Reports, E-Commerce.