The first module will answer the questions: how does digital marketing differ from traditional marketing, how to create a brand taking into account all sorts of nuances, in which areas digital marketing is present. In this part of the training, an analysis of real business cases takes place, which will soon allow students to disassemble projects in practice.

The module consists of the following topics:

● What is marketing, its promotion channels.

● Target audience, segmentation, consumer profile

● Determination of the target audience (target audience) and USP (unique selling proposition)

● Basic concepts of analytics. External analytics

● Analysis of competitors (including niche ones)

● Types of metrics and their role in decision making

Under the guidance of an experienced mentor, students will understand the basics of website layout, learn the Tilda and WordPress platforms, and register a domain name. Thus, everyone will create their first business card site from scratch and figure out how a multi-page site on Wordpress works.

The module consists of the following topics:

● Basic knowledge of the website

● Basics of UI / UX design, prototyping

● Making a prototype of your own website

● Working with Tilda templates

● Working with standard and null blocks

● Setting up a site on Tilda and integrating forms into the site

● CMS interface, its structure

● Working with Wordpress templates

● Working with pages and messages

● Using page templates

● Customizing Meta Tag Templates

● Overview of the main plugins

Setting up a business strategy using data is easy, because we will teach you how to competently approach business analytics. Skills of researching the activities of competitors will also help in this. Students will go through all the stages of creating an account in Google Analytics and learn how to manage it based on the assigned tasks.

The module consists of the following topics:

● Internal analytics

● Basics of Google Analytics, structure. Create a new account

● Setting the main events (by coding)

● Main reports

● Setting the main goals, getting to know the target hoppers

● Create a map of events and goals for your site

● Google Tag Manager: working with interface and account structure

● Installing Google Analytics code, setting up events via GTM

● Setting goals in GA and main events in GTM

● Modified analytics: virtual views, bounce correction

A separate module is devoted to the basics of search engine optimization and SEO tools that are important in practice. Students will learn how to set up independently to optimize their projects, and how to build an effective SEO free management system to achieve business goals.

The module consists of the following topics:

● Basics of SEO, basic concepts

● What are the types of indexing, browser queries and promotions

● Semantic, meta tags for the site

● Check an account registration and indexing of your site in Google Business

This module provides a complete amount of information on content creation. Our lecturers will tell you how to create creative and engaging posts on social networks and on the website, as well as effective from a business point of view.

The module consists of the following topics:

● Consumer profile

● Tone-of-voice and its importance

● Creating a strategy, goals

● Creating a customer profile and choosing the right tone-of-voice

● Content types (SEO, press releases, PR, reviews)

● Text structure. Content formats and rules.

● Types of content and their impact on promotion

● Improving brand reputation through digital channels

● Viral content. Situational marketing and press events

A prerequisite to becoming a digital marketer is studying contextual advertising. Specifically, students will get to know and learn Google Adwords (for example, how to calculate CPC, how to manage bids, how to define an audience).

The module consists of the following topics:

● Advertising formats in Google Adwords

● Indicators of media planning. Market analysis and promotion strategy. Competitor analysis tools

● Introduction to Google Adwords Account

● Account structure for different types of websites

● Create an account with Google Adwords

● Google Keyword Planner. Difference between keywords and search terms

● Semantics, keyword selection, negative keywords and keyword types.

● Rules for creating successful advertising. Dynamic keyword substitution

● Practice: selecting and grouping keywords, writing ads for your business

● Display advertising: format and areas of use

● Create and configure remarketing lists

● Working with the audience. Audience segmentation. Remarketing.

● Connect to Google Analytics for conversion / targeting

● Create display ads

Moving on to social media practice. All students of the course will take an active part in creating ideas and designing social pages, in setting up advertising and advertising campaigns.

During this module, students will work with marketing tools for analyzing social media and advertising platforms. After completing this block, you will be able to use real-life examples to optimize advertising campaigns using analytics, make informed decisions, and find the right target audience. These skills will make your advertising effective in the future.

The module consists of the following topics:

● Creating a brand promotion strategy in social networks

● Mechanics of promotion, hashtags, links

● Opportunities for SMM copywriting

● Content creation for social networks. Selling copywriting

● Methods for constructing a content plan, rubricator, automatic / deferred publication

● Algorithm of work in social networks: content for Facebook, promotion methods

● Instagram: the difference between accounts, types of promotion, content features, selling products through an account

● YouTube: video channel formats, video setting and promotion, examples

● Working with opinion leaders and bloggers

● Social media promotion options

● Advertising tools. Advertising formats and uses

● Overview of Facebook Business and its functionality

● Create account

● Facebook Pixel: installation, configuration, testing

● Custom audience overview

● Audience. Types and settings

● Geotargeting, Interest Groups, Lookalike Audiences, Cross-Groups

● Create a custom audience

● Create a visual layout for your ad

● Creation and launch of the Leads Add Advertising program

● Create advertisements in practice

This is one of the most important tools of a digital marketer, without which promotion and communication of a brand with a consumer is impossible. We have separated it into a separate module so that students learn how to maintain marketing communications using email newsletters. Also, during the training, teachers on real cases will show how the content of the mailings affects the quality of advertising campaigns in general.

The module consists of the following topics:

● Types and formats of email newsletters

● Indicators of the effectiveness of email campaigns

● Rules for collecting the subscriber base and communication with them

● Database collection formats. Create lead magnets

● Segmentation and use

● Overview of email sending services

● Automatic sending of letters

● Key mistakes in email marketing

● Automated sales funnels, script creation and customization

Workshops

In each course, we give students the opportunity to additionally take workshops with teachers and invited speakers on the following topics:

● Chatbots: areas of application, formats of use. Examples and cases.

● Freelance: An overview of platforms for freelancers. How to find customers and take orders.

● CV and portfolio: prepare a resume and cover letter. Digital Marketer portfolio creation. Case studies.

At the beginning of the training, each student chooses a project that he / she will work on throughout the course, applying the skills and knowledge he / she has acquired. At the end of the training course, all graduates will present a holistic marketing strategy for their brands / projects.