Course Objective – Digital marketing is crucial for businesses, particularly those involved in online sales. With an effective strategy, even small businesses can compete with larger brands on a limited budget. Additionally, a career in digital marketing opens opportunities to work internationally.

This course aims to teach students the fundamental principles of digital marketing, including understanding the most relevant platforms for various businesses, identifying audience types, and effectively managing them. Alongside technical skill development, crafting an effective digital marketing strategy is essential. Throughout the course, students will analyze the strategies of successful brands, learn how to create a digital marketing strategy, and calculate potential outcomes.

To stay competitive in the ever-evolving digital market, students will also be introduced to the latest trends and innovations.

Lecturer

Lasha Bandzeladze

An experienced digital marketing professional specializing in SEO, paid advertising, brand strategy, and business development. He has held leading positions in digital marketing education and corporate marketing, successfully training professionals and developing comprehensive marketing strategies for brands.

As an expert, he is actively involving in industry development, leading marketing activations, performance optimization, and campaign analytics in both corporate and entrepreneurial settings.

Additionally, he has extensive experience in mentoring and educating professionals, shaping the future of digital marketing through innovative campaigns and strategic growth initiatives.

 

1 Lecture

Overview of Digital Marketing

•  General overview
• Advantages of digital marketing
• Digital channels and their overview
• Popular digital channels in Georgia
•  Google Ads
• The role of Google in business

2 Lecture

Google ads & Keyword Research and Targeting & Google Report

• Google Ads – Detailed Overview
• In-depth review of the Google Ads platform
• Explanation of campaign types and their differences
• Selecting, planning, and setting up a campaign
• Importance of keywords and methods for accurate keyword research
• Negative and positive keywords
• Keyword optimization
• Campaign monitoring
• Proper reporting
• Key challenges and issues
• Practical exercises

 

3 Lecture

SEO Optimization

• Definition of SEO
• On-Page SEO
  • Content optimization
  • Meta Tags
  • URL structure
• Off-Page SEO
  • Backlinks
  • Content marketing
  • Social media and SEO
• Technical SEO
• Practical exercises

4 Lecture

Google Analytics 4

• General overview
• Detailed explanation of GA4 functionality
• Integration with Google Ads
• Practical exercises

5 Lecture

Google tag manager

• General overview of Tag Manager
• Explanation of functionalities
• Selecting and setting up conversions
• Integration with GA4 and Google Ads
• Practical exercises

6 Lecture

Programmatic Ads & Placements on Websites

• General definition of programmatic advertising
• Overview of existing programmatic platforms
• DV 360
  • Introduction and overview
  • Setting up a campaign in DV 360
• Local Placements
  • Advertising on local websites

7 Lecture

E-mail Marketing & SMS Marketing

• Definition of email marketing
• Overview of available platforms
• Review of Mailchimp
• Email marketing strategy
• SMS Marketing
  • Role of SMS marketing in business
  • Overview of available SMS platforms
  • SMS marketing strategy
  • Methods for collecting phone numbers and emails
  • Reporting
  • Personal data legislation

 

8 Lecture

Facebook Overview & Business Manager

• The role of Facebook in digital marketing and business
• Advantages and key challenges of Facebook advertising
• Creating and setting up a Facebook page
• Setting up Business Manager and linking it to a page

 

9 Lecture

Business Manager Overview & Objectives

• Explanation of functionalities in Business Manager
• Definition of advertising objectives
• Determining business goals
• Explanation of Facebook objectives and their alignment with business goals

 

10 Lecture

Facebook Ads & Ad Formats & Captions

• Three levels of advertising (Campaigns / Ad Sets / Ads)
• Setting up and launching ads
• Ad optimization & monitoring

 

11 Lecture

Types of Advertising Budgets and Optimization

• Budgeting and bidding strategies
• Bid adjustments and optimization
• Continuous improvement and optimization techniques
• Scaling and addressing underperforming ads

 

12 Lecture

Facebook Pixel & Conversion

• Definition of Facebook Pixel
• Integration of Pixel with a website
• Proper planning and setup of conversions
• Dynamic ads and retargeting

13 Lecture

Advertising Analysis & Campaign Reporting

• Defining key advertising KPIs based on campaign objectives
• Accurate analysis of collected data
• Reporting

 

14 Lecture

Creating a Digital Marketing Strategy

• Audience analysis
• Selecting the right audience
• Personalization and segmentation
• Custom and lookalike audiences
• Content adaptation
• Communication style
• Advertising budget planning

 

15 Lecture

Funnel

• BOFU;
• MOFU;
• TOFU;

 

16 Lecture

Content Marketing

• Types and objectives of creative content
• Different forms of creative content
• Content strategy based on audience segmentation
• Content strategy based on digital channels
• Influencer content marketing

17 Lecture

The Role of a Digital Marketer in Business

• Structure of a marketing team
• The role of a digital marketer in business growth
• Key challenges and responsibilities
• Career path of a digital marketer
• Tips & Tricks

Lecturer

Lasha Bandzeladze