Institute of Product Leadership
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Digital Marketing Fundamentals


Marshall digital platforms, tools and technologies to generate leads and deliver on customer value

Key Highlights

Course Length

2 Weeks (30+ Lessons)

100% Online

With Continuous Learning Community support + Monthly Live Webinars​


4-5 Hours/Week

Learning Access

Resource Toolkit & Templates + Unlimited Networking Events

Fastest Way to Understand the nuances of end to end Product Management with simple and yet complete coverage on concepts, frameworks & how to transition into Product Career roles.
Srini S
Project Manager, TCS
Takes a very pragmatic approach to understanding Product Management around the Why, How and What? Helped me gain confidence and structure for things i was already doing intuitively and adhocly
Sudha M
Product Owner, Flipkart

What will you Learn?

Top skills you will learn

SEO, Inbound Marketing, Social Media Marketing, Analytics

Course Curriculum

   What is Marketing?
   4 P’s of Marketing
   Difference b/w Traditional and Digital Marketing
   Digital Landscapes in India
   The Digital Marketing Trends 2018
   Understanding Consumer Decision Journey
   What Does Digital Marketing Include?
    Chapter Quiz
   Why is SEO Important?
   Understanding How Search Engine Works?
   Set Up Google Analytics
   Set Up Webmaster
   Deciding What Keywords to Choose
   How to Use The Keyword Planner
   Keyword Rankings
   “Internal Linking, Header & Footer Links, Content, Title & Meta Tags, Meta Description, Indexing”
   Building Backlinks
    Chapter Quiz
   What is Social Media Marketing?
   Different Social Media Channels
   Social Media Personas
   Owned, Earned & Paid Media
   How to create your own social media marketing plan?
   Facebook Marketing
   Twitter Marketing
   Instagram Marketing
    Chapter Quiz
   What is Email Marketing and Rules of Email Marketing
   Effective Email Content
   Tools of the Trade
   Email Marketing Vs Marketing Automation
    Chapter Quiz
   What is Inbound Marketing?
   Why Inbound?
   Understanding Inbound Methodology
   How to create content that attracts customers?
   How to never run of content ideas?
   How to market your content?
   What is Lead Generation and How do Generate Leads?
   What Is A Landing Page?
   What Are Different Types of Testing Available For Landing Pages?
   What is Conversion Rate Optimization (CRO)?
   Benefits of CRO
   Understanding Conversion Funnel
   The Most Important Metric
    Chapter Quiz
   What is Pay-Per-Click (PPC)?
   Benefits of PPC
   PPC Networks
   Adwords Capabilities & Targeting
   Setting up Adwords Account & Campaign
   Different Types Of Keyword Matches
   Important Metrics to Measure
    Chapter Quiz
   What Is Web Analytics?
   Why Is Web Analytics Important For A Business?
   What is Google Analytics?
   KPIs in Google Analytics
   Google Analytics for Beginners
   Tracking Conversions
    Chapter Quiz
    Final Quiz

Ideal For

Product Managers, Marketing Professionals, Sales Professionals, Entrepreneurs

Common Scenarios to Enroll

Ace Digital Practice
Ace Digital PracticeWith technology-driven transformation as a global trend, you are keen to learn how the marketing function can be transformed using digital media and channels
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Leverage Technology Tools
Leverage Technology ToolsAs a marketing decision-maker, you are required to drive this critical business function by employing technology both as an enabler and growth accelerator
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Measure the Effectiveness
Measure the EffectivenessYou want to effectively allocate marketing budgets to various digital initiatives and programs and measure their returns using appropriate metrics
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“Companies that make the deep strategic, organizational, and operational shifts required to become effective digital marketers can become more agile, more productive, and accelerate revenue growth”

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