Fundamentals of digital marketing

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Fundamentals of digital marketing-
Online certification course by Google
Report submitted to Birla Institute of Management
Technology, Gr. Noida
In fulfilment of the STP (Short Term Project)
Submitted by
Tanveer Ahmed
Enrolment Number – 19DM225
Research Guide
Dr Sourabh Bishnoi
Associate Professor & Programme Co-ordinator (PGDM)
BIMTECH

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ACKNOWLEDGEMENT
With a deep sense of gratitude and indebtedness, we would like to take this opportunity to
extend our sincere thanks to our supervisor and mentor, Prof. Sourabh Bishnoi, Associate
Professor, PGDM, Birla institute of Management Technology to have guided and enlightened
us with his knowledge and mentoring. Without his perennial encouragement and motivation,
this report would not have been smoothly accomplished. It is also fair to mention that we are
immensely grateful to the Director of our institution, Dr. H. Chaturvedi for inspiring us to carry
out this study at Bimtech. We would also like to extend our ardent sense of gratitude to our
parents for providing us with moral courage and inspiration extensively whenever required.
Last but not the least, we would also like to thank every entity who is directly or indirectly
related with the completion of this project.
Place- Greater Noida Tanveer Ahmed (19DM225)

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CERTIFICATE
This is to certify that the report on the certificate issued by Google entitled “Fundamentals of
digital marketing” submitted by Mr. TANVEER AHMED, PGDM 2019-2O21, bearing Roll
No. 19DM225, BIMTECH NOIDA for the short-term project (STP), is an extensive record of
bonafide work carried out by him under my mentorship and oversight, as per the BIMTECH
code of academic and research ethics.
The contents of this submission have not been submitted and will not be submitted, either in
part or in full, for any other work neither it is being copied from anywhere hereby ensuring its
full transparency. The thesis completes the requirements and regulations of the University and
in my stand meets the necessary standards for submission.
Place: Greater Noida
Date: 04/03/2020
Signature of the mentor
Dr Sourabh Bishnoi
Associate professor and Programme Co-Ordinator
Statistics and operations research
BIMTECH

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Executive summary:
The objective of this report is to encapsulate the objective of the course, details, features,
the reason why I did the course, the contents in the module and the skills I have learnt after
the successful completion of the course.
With digital marketing being the face of marketing today, doing this course has definitely
given me a better understanding about the concepts of digital marketing.

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Table of contents:
S. No Particulars Page No:
1 Objective of the course 6
2 About the course 6
3 Course details 6
4 Course features 6
5 Why did I get myself certified 7
6 How did it all work? 7
7 Certificate 8
8 Contents in the module 9
9 Skills I have learnt in this course 13
10 Conclusion 15

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Online certification course by Google
Fundamentals of digital marketing
Objective of the course:
• Get certified in the fundamentals of digital marketing.
• Learn the fundamentals of digital marketing.
• Help business grow using the digital landscape.
About the course:
Mastering the basics of digital marketing with the free Interactive Advertising Bureau-
accredited course offered by Google. There were 26 modules to explore, all created by
Google trainers, packed full of practical exercises and real-world examples to help me turn
knowledge into action.
Course details:
Course features:
There were 26 modules offered in the
course.
The total duration of the course was 40
hours.
The level of difficulty was of beginners.
The course was free of cost.
The course is IAB certified.
The course consisted of a lot of video
tutorials to help understand concepts better.
The course material can be used without any
limit
The course is well recognized in the market.

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Why did I get myself certified?
For a better CV:
Getting certified would show employers that you I have a clear understanding of the core
concepts of digital marketing. I can also add the qualification to your CV, and easily upload it
to my LinkedIn profile.
To find a job:
Becoming certified would show I have got genuine digital skills, and that I am motivated to
learn: two essential qualities in today’s business world. Demonstrating these qualities can
help improve your chances of finding the job I want.
Grow my career:
Improving my digital knowledge can help me find a job, get promoted, or start a whole new
career.
How did it all work?
1. Complete all the 26 modules
Learn the skills with the bite-sized video tutorials offered, and then test my
knowledge with a quick quiz.
2. Take the final exam
Pass the final 40-question exam and get certified.
3. Share your certificate
Download and showcase my new qualification on LinkedIn and your CV.

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Certificate:

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Contents covered in the Modules:
1. The online opportunity
• Introduction into the digital garage
• Your digital opportunity
2. Your first steps in online success
• Your online goals
• Building online presence
• Marketing your online presence
• Analyze and adapt.
3. Building your web presence
• Choosing your online presence
• How websites work
• Key website ingredients
• Websites and your business goals.
• Make your website easy to use
• Website design Do’s and Don’ts’s.
4. Plan your online business strategy
• Benefits of an online strategy
• Taking a business online
• Understanding customer behavior
• How to stand out from competition
• Using goals to improve business performance
5. Get started with search
• Search engine basics
• How search engines work
• How search engines see the web
• Organic search explained
• Paid search explained
• Google search console
6. Get discovered with search
• Intro to search engine optimization
• Importance of an SEO plan
• How to choose keywords
• Setting realistic SEO goals

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7. Make search work for you
• Making your webpages search friendly
• How other websites can work for you
• Cross borders with SEO
8. Be noticed with search Ads
• Introduction to SEM
• The SEM auctions
• What makes a good keyword?
• Make your Ads stand out
9. Improve your search engine campaigns
• Achieve relevance with good structure
• Get the most from your keywords
• Fine-tune with keyword match types
• How to know what’s working and what isn’t
10. Get noticed locally
• Using digital to advertise locally
• Reaching locals on their mobiles
• SEO for local businesses
11. Get noticed with social media
• Social media basics
• The right social media sites for you
• Setting your goals for social media
• Getting on social media
12. Deep dive into social media
• Evolution of mobile devices
• Understanding mobile web and mobile apps
• Understanding mobile apps
13. Make mobile work for you
• Introduction on advertising on mobiles
• Search campaigns for mobiles
• Display campaigns for mobiles
• Social media campaigns for mobiles
• Video for mobiles

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14. Get started with content marketing
• Intro to content marketing
• Get to know your online customers
• Choosing the right format for your content
• Writing for online audiences
• Help your content be seen
• Measuring your success in content marketing
15. Connect through mail
• E-mail marketing basics
• Your E-mail marketing options
• Crafting great marketing E-mails
• Managing successful E-mail campaigns
• Measuring success in E-mail marketing
16. Advertise on other websites
• What is display advertising
• Search advertising Vs. Display advertising
• The ins and outs of display advertising
17. Deep dive into display advertising
• Making your display ads meet your goals
• Understanding Ad networks
• How retargeting works
18. Get started with analytics
• What is web analytics
• Making web analytics work for you
• Tracking specific goals with web analytics
19. Find success in analytics
• Web analytics and organic search
• Tools to measure SEM
• Breaking down your data for insights
20. Turn data into insights
• Using data to understand audiences
• Understanding the data cycle
• Creating actionable insights from data
• Managing numbers using spreadsheets
• Presenting data effectively

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21. Build your online shop
• Using e-commerce to sell
• Taking payments and managing orders
22. Sell more online
• Create a smooth e-commerce experience
• Product promotion and merchandising
• Retargeting for e-commerce
23. Expand internationally
• Introduction to international market and export
• Validating your new product
• Being understood abroad
• Advertise across borders
• The support systems you will need
• Helping customers abroad buy your product
• Delivering to customers across the globe
24. Help people nearby find you online
• Using digital to advertise locally
• Reaching locals on their mobiles
• SEO for local businesses
25. Discover the possibilities of mobile
• The evolution of mobile devices
• Understanding mobile web and mobile apps
• Understanding mobile apps
26. Making the most of video
• The rise of online video
• How video fits into your online strategy
• Creating video content within your budget
• Sharing and promoting your videos
• Advertising on video sharing sites
• Measuring video performance

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Learnings from this course:
Analytics and data insights:
In this introduction to Analytics, I have learnt how to collect and analyze user data and turn
it into actionable insights.
Business strategy:
Learnt how to define and track clear goals, segment audiences and analyze data to help
improve your online marketing efforts.
Content marketing:
Learnt how to grow brand awareness and get more conversions by creating and distributing
high-value content to potential customers.
Display advertising:
Learnt how to get noticed online by identifying the right audiences, ad networks and
strategies for the display ads.
E-Commerce:
All the strategies and tools needed to build an online store, sell effectively online and
optimize the user experience.
E-Mail marketing:
Helped me master the basics of email marketing, including how to track responses, create
simple landing pages and use A/B testing.
Local marketing:
How to Reach and engage potential customers nearby, using local directories, mobile
marketing and by building a local search presence.
Mobile:
Learnt the differences between mobile sites and apps and develop the most effective
mobile SEO and advertising strategies.
SEM:
In this introduction to Google Ads, learnt about the different research tools available, plus
how to choose keywords and optimize campaigns for a better return.
SEO:
Understood the differences between organic and paid search, learn how to develop the
most effective SEO plan and optimize web pages so that users can find content easier.

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Social media:
Find out how to identify the right social network sites, create great content users will love
and measure your success.
Video:
Learnt how to discover how to integrate video into an online strategy, create video ads on a
budget and make sure they're seen by the right people.
Web optimization:
Learnt to identify the right digital channels that will help you achieve your business goals
and create better online user experiences.

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Conclusion:
This course offered by Google, “The fundamentals of digital marketing” has indeed been
instrumental in learning and understanding the concepts of digital marketing. The course
pedagogy was designed in such a way that the topics were simplified as much as possible
and video tutorials were given for the user to understand the concepts better.
This course is a steppingstone for all the future digital marketers and can also be used for
reference for people who are already well versed with the field.