This document provides information on the Professional Diploma in Digital Marketing program offered by NIIT. It includes details on the course schedule, modules, certification criteria, instructors, delivery methodology and how to register. The course consists of 11 modules taught over 10 online sessions on Sunday evenings. Topics include search engine optimization, pay-per-click advertising, social media marketing and analytics. Participants will receive a certificate from NIIT upon passing module tests and can pursue additional certification from the Digital Marketing Institute.

1. Professional Diploma in Digital
Marketing
Batch 40
102082016 V1.0

2. 1. Broad Contours
2. Unique Features
3. Who Should Attend
4. Course Schedule
5. Course Content
6. Certification Criteria
7. Program Director
8. Instructor
9. About DMI, Ireland
10. Delivery Methodology
11. How to Register
12. Payment Details
13. Detailed Module Content
CONTENTS
202082016 V1.0

3. 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 37,500 + current applicable taxes (payable online)
Orientation Session Date: Feb 12, 2017
BROAD CONTOURS
302082016 V1.0

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
402082016 V1.0

5. 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
WHO SHOULD ATTEND
502082016 V1.0

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 5:00 PM - 08:00 PM Introduction to Digital Marketing
3 Sunday, Feb 26,2017 5:00 PM - 08:00 PM Search Engine Optimization
4 Sunday, Mar 05,2017 5:00 PM - 08:00 PM Search Engine Marketing (PPC)
5 Sunday, Mar 12,2017 5:00 PM - 08:00 PM Display Advertising
6 Sunday, Mar 19,2017 5:00 PM - 08:00 PM Email Marketing
7 Sunday, Mar 26,2017 5:00 PM - 08:00 PM Social Media Marketing (Part 1)
8 Sunday, Apr 02 ,2017 5:00 PM - 08:00 PM Social Media Marketing (Part 2)
9 Sunday, Apr 09 ,2017 5:00 PM - 08:00 PM Mobile Marketing
10 Sunday, Apr 16 ,2017 5:00 PM - 08:00 PM Analytics
11 Sunday, Apr 23 ,2017 5:00 PM - 08:00 PM Strategy and Planning
602082016 V1.0 * 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: Email 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
724062016 V1.1

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
CERTIFICATION
802082016 V1.0

9. SAMPLE CERTIFICATE*
*For illustrative purposes only
902082016 V1.0

10. 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
COURSE DIRECTOR
1024062016 V1.1
LinkedIn Profile

11. 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.
BATCH INSTRUCTOR
1124062016 V1.1
LinkedIn Profile

12. STUDENTS FROM TOP ORGANIZATIONS
We have trained professionals from some of the world’s leading organizations*
* Indicative list
1202082016 V1.0

13. • 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.
ABOUT DMI
https://digitalmarketinginstitute.com
1302082016 V1.0

14. • 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
DELIVERY METHODOLOGY
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)
https://na1cps.adobeconnect.com/common/help/en/support/meeting_
test.htm
1402082016 V1.0

15. Registration Details
• Registration Process will end on 11th Feb 2017
• You can register online at:
https://www.training.com/digital-marketing/diploma-in-digital-marketing
Pre-requisites
• The applicant should be a graduate from a recognized university
HOW TO REGISTER
1502082016 V1.0

16. 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 DETAILS
* plus current applicable taxes
1602082016 V1.0
Payment Plan after Early Bird
1. Lump sum Payment: INR 37,500 * : Payable before 12th
Feb 2017
2. Installment Plan: Total: INR 39,500 *
i. Installment 1: INR 23,700 * : Payable during
registration
ii. Installment 2: INR 15,800 * : Payable before
12th Feb 2017
Payment Plan during Early Bird
1. Lump sum Payment: INR 34,500 * : Payable before 15th
Jan 2017
2. Installment Plan: Total: INR 36,500 *
i. Installment 1: INR 23,700 * : Payable before
15th Jan 2017
ii. Installment 2: INR 12,800 * : Payable before
12th Feb 2017

17. DETAILED MODULE WISE CONTENT
1702082016 V1.0

18. Module 1- Introduction to Digital
Marketing
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)
• Email Marketing
• Digital Display Advertising
• Mobile Marketing
• Social Media Marketing
• Analytics
• Strategy and Planning
• Laws and Guidelines
The Introduction to Digital Marketing module introduces the foundational aspects of digital marketing and covers
areas including: search, digital display, email 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.
1824062016 V1.1

19. 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
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.
Module 2: Search Engine Optimization
(SEO)
1924062016 V1.1

20. 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
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.
Module 3: Search Engine Marketing (PPC)
2024062016 V1.1

21. 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
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.
Module 4: Digital Display Advertising
2124062016 V1.1

22. Key Concepts
• Campaign Process
• Data Capture: online
• Data Capture: face-to-face
• Segmentation
• Email Design
• User Behavior
• User Characteristics
• Email Copy
• Email Structure
• Email Delivery
• Email Systems
• Filtering
• Scheduling
• Measurement
• Key Terms and Metrics
• Split Testing
• Laws and Guidelines
The Email Marketing module will teach participants how to implement and deliver an effective email
marketing campaign.
The session will cover the four foundational aspects of email marketing: data capture and subscriber
segmentation, email design and content, email delivery, as well as measurement and reporting.
Module 5: Email Marketing
2224062016 V1.1

23. 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
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.
Module 6: Social Media Marketing (Part 1)
2324062016 V1.1

24. • 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
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.
Module 7: Social Media Marketing (Part 2)
2424062016 V1.1

25. 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
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.
Module 8: Mobile Marketing
2524062016 V1.1

26. Key Concepts
• Cookies
• Account Structure» User Levels
• Account Setup
• Common Terms
• Reporting
• Audiences
• Acquisition
• Behavior
• Audience
• Conversions
• Attribution
• Customization
• Setting KPIs
• Laws and Guidelines
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.
Module 9: Analytics
2624062016 V1.1

27. Main Concepts
• Planning
• Situation Analysis
• Information Gathering
• Audience Definition
• Setting Objectives
• Appropriate Tools
• Action Plan
• Setting the Budget
• KPIs
• Measurement
• Iteration and Enhancement
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.
Module 10: Strategy and Planning
2724062016 V1.1

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
2802082016 V1.0

29. Reach out to us at
18002081050