The Advanced Course in Digital Marketing offers a great combination of new media skills, practice, and projects needed for digital marketing. This allows students to better understand the nature of the web and how it works.

Introduction To Digital Marketing

  • Strategies in Digital Marketing
  • Aligning Internet with Business Objectives
  • Examples of Great Case Studies
  • User Behaviour & Navigation
  • Branding and User Experience
  • Developing a digital plan

Google Analytics

  • Understand the benefits of using website analytics
  • Recognise and use the data provided by web analytics packages
  • Google Analytics interface
  • Analytics terminology
  • Implement, configure and use Google Analytics
  • Use web analytics to improve your website
  • Key Performance Indicators (KPIs)
  • Top 5 Areas to focus on for your business
  • Key tools and diagnostics based on different web site objectives
  • Reporting

Search Engine Optimization

  • What is SEO
  • Why do you need SEO?
  • The current SEO landscape
  • How people search
  • Overview of Keywords
  • Making your web site search engine friendly – using meta tags
  • Google Webmaster Central Developments
  • Linking Strategies
  • Innovative techniques for building inbound links
  • Video Optimisation
  • Overview of Terminology
  • Optimising your Web Site
  • Creating Content
  • Developing a Link Strategy
  • Top 10 SEO Tips
  • What not to do
  • How to use Blogging as an SEO tool
  • The importance of hosting
  • Localisation and getting found in Local Search
  • Staying out of trouble with search engines

Pay Per Click Advertising

  • Overview of Search Engine Marketing – Paid Advertising or Pay per Click (PPC) Advertising
  • Introduction to Paid Advertising Services
  • How Google AdWords works
  • How to set up an effective Google Adwords Campaign
  • Using professional tools to pick the right keywords for success
  • Analysing your market online
  • How to write effective Adword Ad copy
  • How to set budgets
  • How to set up a locally targeted campaign
  • Improving your Click Through Rate (CTR)
  • Landing pages for success
  • Managing Your Campaigns on an ongoing basis
  • Advanced Keyword Research
  • How to see what the competition is bidding on
  • Writing even more compelling ads
  • Advanced Campaign Optimisation
  • Creating Reports
  • Automating Report Generation
  • Why CTR is Important
  • Improving CTR
  • Regional Targeting
  • Keyword Bracketing
  • Using the Google Keyword Tool

Online Display And Banner Advertising

  • Display Advertising Overview
  • Summary of top advertisers
  • Overview of advertising industry
  • Banner types and sizes
  • Advertising rates and revenues
  • Cost per click
  • Cost per impression
  • Developing your campaigns
  • Flash, multimedia & interactive advertising
  • Tracking, Metrics and Measuring
  • Case studies
  • Getting better results
  • Maximising revenues
  • Ad creative and ad copy

Social Media Marketing

  • Establishing your goals for social media marketing success
  • Writing for the social web
  • Listening and researching online conversations
  • Tips for building visibility of your social networking profiles
  • Attract leads, boost sales and retain customers through social networks
  • Customising your Facebook Page to ensure that it is integrated into your overall marketing and sales plan
  • Running promotions that comply with Facebook guidelines
  • Promoting your events on Facebook
  • Exploring new opportunities to promote your business through Facebook Places
  • Increasing awareness and visibility of your brand on Twitter
  • Building a strategic network of influencers on Twitter
  • Best practice for promoting your offers and increasing sales of your products and services
  • The etiquette of building your network on LinkedIn
  • Building your online visibility with strategic contacts through participating in LinkedIn groups
  • Developing your company profile on LinkedIn

Mobile Marketing

  • SMS marketing
  • Mobile Internet
  • Mobile Applications
  • Mobile Advertising
  • mCommerce
  • Mobile Coupons
  • Bluetooth and Proximity Marketing
  • QR codes
  • Emerging Mobile Technologies
  • Where mobile fits within the marketing mix
  • Integration with traditional media

Working knowledge of the English language, keen sense of Digital Media and working knowledge of the Internet.

120 hours

6 hours per week.

Shveta Jadhav
FEES Rs 40,000

The above fees are payable in full or in 2 part instalments.


Fee payment can be done by cheque, by cash or paid online. The cheques need to be paid through ICICI bank in the name of, “Tata Institute of Social Sciences – School of Vocational Education”. The said payments have to be made via I-Sure Pay platform only. Cheques through any other platform, will not be accepted.

Government Taxes are liable to changes.

Note: Fees once paid, will not be refunded.

Digital Marketing

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St Pauls Institute of Communication Education (SPICE) has created a benchmark in educating and training students from across India to become skilled media professionals. Located in Bandra - at the very heart of Mumbai city - it is one of the India’s finest media schools with another campus in Bangalore.

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