PGDM in digital marketing course - An overview

Getting Familiar with Digital Marketing

Digital Marketing is an extremely important strategy that almost every organization deploys these days to sell their products or services in order to expand their customer base through Internet related techniques by using innovative ways. To do so, organizations make optimum use of the Internet and its various tools to increase their profits and reach customers at a very rapid speed, unlike ever before. And the skill of using the Internet and its tools, such as SEO, Email, Content Marketing, and Social Media handles, is known as Digital Marketing or sometimes referred to as the Internet Marketing. Digital Marketing is not only about leveraging the business but also letting you know how your business and its associated divisions are performing.

Digital Marketing is essential to outshine your business and increase brand awareness. Every business brand these days has its own website, and if it doesn't, it has at least some social media presence or some digital ad strategy. One example where a brand has only a digital ad strategy is Content Marketing. Due to curiosity to learn about a product, its features, pricing, and offers available, consumers now expect and rely on it as a way to know about the complete details of a product. This is just one example to illustrate the limitless marketing possibilities that come with Digital Marketing.

Types of Digital Marketing

Some popular forms of Digital Marketing techniques that are prevailing in the market among organizations of all sizes to create brand awareness of their products are:

• Search Engine Optimization (SEO): Refers to a type of Digital Marketing where you optimize the website of your business to rank higher in Search Engines such as Google, Yahoo, and Bing. On Page, Off Page, and Technical Writing are fewer forms of SEO
• Search Engine Marketing: Placing paid ads on Search Engines to boost the presence of your organization and its products is a form of Search Engine Marketing (SEM). Google Ads and Bing Ads are two examples of Search Engine Marketing
• Content Marketing: Generating content in the form of blog posts, long forms of content, graphics, audio & video to increase the online awareness of the brand is usually referred to as Content Marketing
• Social Media Marketing: Making use of social media tools such as Twitter, Instagram, YouTube, Facebook, LinkedIn, etc. are forms of Social Media Marketing
• Pay Per Click (PPC): Search Engines charge advertisers each time someone clicks on the advertisement for their products, services, or campaigns appearing on the Search Engine Result Pages (SERP). Such charges levied by Search Engines are known as Pay Per Click advertisement. PPC is a quicker way of drawing Internet traffic towards Search Engines. Paid Facebook Ads, Twitter Campaigns, and Sponsored LinkedIn Messages also forms of PPC advertisement
• Email Marketing: Companies use mass email as a tool to promote content, product awareness, events, and encourage customers to visit the company’s website. Some common types of emails that companies deploy to draw traffic are welcome, subscription, follow-up, and promotional emails. For sending emails in bulk quantity, tools such as Mailchimp, Zoho, Benchmark, etc. are frequently used

Inbound Marketing: Appraising customers on each purchase to engage and delight them by using any digital marketing tactic is referred to as Inbound Marketing. Blogging, Videos, and Email are a few forms of Inbound Marketing.

Top Profiles in Digital Marketing

Digital Marketing is in high demand due to the competitive online presence of businesses. These days, it is almost impossible to reach customers and do business without an online presence. And this mega online universe is made possible by a dedicated, fast Internet connection and compatible, robust devices. And due to reliable Internet infrastructure, being digital is now the norm. A PGDM in Digital Marketing promises a lucrative career with rapid professional growth.

A few careers after successfully completing your PGDM in Digital Marketing are listed here under:

• SEO Manager: The SEO manager plays a pivotal role in ranking the presence of a website in the Search Engine listings. To do so, an SEO manager deploys analytical and technological skills by using the algorithms of different Search Engines. In such a manner, the particular website competes for the prime spot in the Search Engine ranking
• Digital Account Manager: All client-related activities and accounts, such as devising digital strategies and taking care of their digital budget. Due to the responsibilities involved, Digital Account Managers are quite strategic and responsible for holding classified information about their clients to maintain integrity.
• Digital Brand Manager: If you are looking to promote your product in the market with a positive image, then you would need the services of a Digital Brand Manager. Such a type of manager develops methods to boost sales of a product. This type of designation is quite important, as the concerned person will be responsible for how a brand performs in the market
• Content Marketing Manager: This type of manager does marketing for a product or service by playing with the content. Since a person needs to do all marketing by mixing alphabets, one needs to be a good linguistic scholar. If the manager is versatile in knowing more than one language, then the added advantage is, for sure, good remuneration
• Paid Media Specialist: This type of a Digital Marketer is the master of utilizing platforms such as Google, Facebook, Instagram and others to their best to increase market penetration while at the same time managing the marketing budget. As the name suggests, this type of marketing involves paid marketing. The budget is set mutually between the organization and the marketer

PGDM in Digital Marketing by Lloyd Business School and upGrad

The two-year Post Graduate Diploma in Management – Digital Marketing (PGDM-DM) offered by Lloyd Business School in collaboration with upGrad Campus empowers students with the essential skills and proficiency to capitalize on emerging opportunities and drive strategic marketing decisions in a digital landscape. Recognizing the evolving demands of the industry and addressing the prevalent skill gap, upGrad Campus has meticulously crafted a comprehensive curriculum integrated with real-world industry insights, guided by esteemed faculty members and industry experts.

With four trimesters of immersive classroom instruction and two trimesters of hands-on training through internships with renowned companies, students graduate equipped with the requisite knowledge and expertise to excel in the dynamic field of digital marketing.

Key Features of the Course

• Fundamentals of Marketing and Branding
• Consumer Centricity
• Digital Marketing Channels and Metrics
• Market Planning
• Marketing Communication
• Website Design and Development
• Creative Communication
• Planning and Building Website Content
• ChatGPT for Building Web Presence (Set up and Use)
• Introduction to Social Media Marketing
• Social Media Marketing – Planning, Amplifying and Analyzing Content
• Influencer Marketing
• ChatGPT for SMM
• SEO Strategy and Optimization
• Creating an SEM Campaign
• Effectiveness of an SEM Campaign
• Display Advertising
• ChatGPT to improve SEO & SEM Efforts
• Content Marketing 101
• Integrated Content Marketing
• Distributing Content and Measuring its Effectiveness
• ChatGPT for Content Marketing
• Fundamentals of Email Marketing
• Analysis and Reporting of Various Tools
• CRM
• Introduction to lead nurturing
• KPIs in Digital Context
• Introduction to Website Analytics
• Google Analytics and Mobile Analytics
• Conversion Rate Optimization
• ChatGPT and Web Analytics
• Public Relations in Digital Marketing
• Introduction to Integrated Marketing Strategy
• Creating an Integrated Marketing Plan (Traditional + Digital)
• Media Buying, Affiliate marketing and managing agencies
• ChatGPT for IMC

Conclusion

Digital Marketing holds immense potential for upscaling businesses due to its vast reach and cost effectiveness. A good Digital Marketing course from a repudiated institute like Lloyd Business School unlocks a variety of professional opportunities with rewarding pay checks.