The Alluvere 360° - Advanced Digital Marketing, Ecommerce & Quick Commerce

The Ultimate Program for Growth-Focused Marketers

The Alluvere 360° is India’s most complete and immersive digital marketing program — combining the full stack of advanced digital marketing skills with deep-dive training in e-commerce and quick commerce marketplace ecosystems.

Curriculum

Marketing Fundamentals

Definition of Marketing
Understanding marketing principles: 4Ps, STP, AIDA
Branding fundamentals: brand positioning, tone, identity
Traditional vs digital marketing: comparison and use-cases
Consumer behavior

Search Engine Optimization (SEO) & Answer Engine Optimization (AEO)

Module 1: SEO and AEO fundamentals

Introduction to SEO: Definition, importance, and historical evolution of search engines like Google.
How search engines work: Understanding crawling, indexing, and ranking.
SEO vs. AEO: The key differences and how they work together to maximize visibility.
The AI-driven search landscape: The impact of large language models (LLMs) and conversational search on traditional SEO.
Google’s ranking factors and algorithms: Overview of important algorithm updates and how to avoid penalties.
Website authority and trust: Introduction to concepts like E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness).

Module 2: Keyword research and user intent

Foundational keyword research: Identifying search terms and phrases that your target audience uses.
Advanced keyword research: Using competitive analysis and keyword gap analysis to find new opportunities.
Understanding user intent: Analyzing the different types of search intent (informational, navigational, transactional, commercial) to create targeted content.
Long-tail and conversational queries: How AEO focuses on question-based and natural language queries, particularly for voice search.
Tools of the trade: Hands-on training with tools like Google Keyword Planner, Ahrefs, Semrush, and AnswerThePublic.

Module 3: On-page SEO and content optimization

Content strategy for SEO and AEO: Creating an effective plan for developing high-ranking content.
On-page SEO essentials: Optimizing title tags, meta descriptions, URLs, and header tags (H1s, H2s).
AEO content structure: Formatting content for readability using bullet points, numbered lists, tables, and short, direct answers.
Image and multimedia optimization: Best practices for alt text, image compression, and video SEO.
Internal linking strategy: Building a robust internal link network to establish topical authority.
Core Web Vitals: Optimizing for page speed and user experience.

Module 4: Off-page SEO and authority building

Fundamentals of link building: The importance of backlinks and how they impact domain authority.
Link building tactics: White-hat strategies, including digital public relations, guest posting, and broken link building.
Analyzing competitor backlinks: How to use backlink analysis tools to find new opportunities.
Social signals: The role of social media in increasing content distribution and brand visibility.

Module 5: Technical SEO and structured data

Site architecture: Optimizing website structure and URL best practices.
XML sitemaps and robots.txt: Guiding search engine crawlers for effective indexing.
Schema markup for AEO: Using structured data to enhance rich results, featured snippets, and knowledge panels.
Mobile-first indexing: Optimizing for a responsive design.
Website security: Implementing HTTPS best practices.
Handling technical issues: Auditing for and fixing 404 errors, broken links, and canonicalization issues.

Module 6: Advanced SEO and AEO strategies

Local SEO and GEO: Optimizing Google Business Profiles and structured data for local search visibility.
Optimizing for featured snippets (“Position Zero”): Techniques for capturing prominent answer boxes at the top of search results.
Voice search optimization: Strategies for adapting to conversational, question-based queries used by voice assistants like Siri and Alexa.
Generative Engine Optimization (GEO) and AI Overviews: Preparing for new AI-powered search features.
E-commerce SEO: Optimizing product pages, categories, and reviews for search.

Module 7: Measurement, analysis, and strategy

SEO and AEO reporting: Tracking key performance indicators (KPIs) and measuring results.
Web analytics: Using Google Analytics to understand user behavior.
Google Search Console: Monitoring website performance, crawl errors, and keyword rankings.
Performing SEO and content audits: Regularly analyzing and updating existing content to maintain performance.
Case studies: Learning from real-world examples and project-based work.

Google Ads (PPC)

Google Ads Search Certification

Create and customize campaigns to get ads in front of customers who are actively searching for your products or services.
Determine keyword and bidding strategies to improve ad placement and performance.
Apply best practices for creating effective text ads and ad extensions.
Analyze and optimize campaign performance using tools like Optimization Score and Performance Planner.
Leverage AI features to improve performance, such as Smart Bidding and AI-powered Search.

Google Ads Display Certification

Create and optimize visual ad campaigns to build brand awareness and drive conversions.
Understand audience targeting methods, including demographic, interest-based, and automated targeting.
Use automated bidding strategies to increase reach and track performance with Google Display Audiences.
Develop effective messaging to reach the right audience at the right time.

Google Ads Video Certification

Discover video ad formats designed to capture consumer attention.
Apply YouTube and Google video audience solutions for effective targeting.
Craft creative strategies for telling effective brand stories on YouTube.
Learn about different video campaign types, including in-stream and discovery ads.

Shopping Ads Certification

Promote online and local product inventory to boost traffic and sales.
Set up a Google Merchant Center account and product data feed.
Create and manage Shopping campaigns, including Smart Shopping campaigns.
Learn best practices to maximize conversions and reach.

Google Ads App Campaigns

Create campaigns designed to increase app engagement and installations.
Target the right audience for your app and measure results effectively.

Google Ads Measurement Certification

Measure your campaign performance accurately to make better decisions.
Set up Google Ads and Google Analytics measurement solutions to track conversions and website traffic.
Collect and analyze key metrics to gain actionable insights.

Additional and general course topics

Beyond the core Skillshop certifications, most comprehensive Google Ads courses will also cover:

The fundamentals of paid advertising: The purpose of paid advertising, the Google Ads interface, and common terminology.
Account structure: How to structure campaigns, ad groups, keywords, and ads for optimal results.
Keyword research and targeting: Using the Keyword Planner to find valuable keywords, understanding keyword match types, and adding negative keywords.
Quality Score and Ad Rank: Understanding how these factors influence ad placement and cost.
Conversion tracking: How to implement and analyze conversion data to measure your return on investment (ROI).
Optimization techniques: Strategies for split-testing ads, improving landing pages, and adjusting bidding and budgets.
Performance Max campaigns: Learning to manage and optimize these all-in-one campaigns.
Reporting and analysis: How to interpret campaign data and use reports to make informed decisions.

Meta Ads

Getting started with Meta technologies:

- Building an online presence on Facebook, Instagram, Messenger, and WhatsApp.
- Setting up and managing your properties using Meta Business Suite.

Advertising fundamentals:

- Understanding the value of Meta ads for business growth.
- Matching business goals to the correct ad campaign objectives (e.g., Awareness, Traffic, Engagement, Sales).
- Complying with Meta’s advertising policies and data privacy rules.

Creating and managing ads:

- Creating and customizing ads within Meta Ads Manager.
- Using ad targeting capabilities to define your audience.
- Choosing ad placements and setting budgets and schedules.

Performance reporting:

- Finding and analyzing key metrics in Ads Manager.
- Understanding the role of the Meta Pixel and Conversions API for tracking.

Advanced campaign strategies:

- Using the auction and reservation buying types.
- Implementing advanced strategies like Meta Advantage (formerly Campaign Budget Optimization)

Audience mastery:

- - Creating and leveraging core, custom, and Lookalike Audiences.
  - Understanding the customer journey and targeting based on behavioral stages (cold, warm, hot).

Data and measurement:

- Utilizing data sources like the Meta Pixel, SDK, and Conversions API.
- Advanced reporting, measurement, and data analysis.

Creative optimization:

- Using dynamic creative optimization to test and improve ad assets.
- Understanding the impact of creative on campaign outcomes.

Creative essentials:

- Developing effective and visually compelling ad creative.
- Applying mobile-first best practices to ad creative and formats.

Mobile-first fundamentals:

- Creating content that captures attention in seconds.
- Understanding the principles of ad placement and its effect on creative.

Strategic thinking:

- Connecting business goals to the creative brief.
- Leveraging Meta’s testing capabilities to enhance campaign outcomes.

Building a creative brief:

- Learning the essential elements of a creative brief for a Meta campaign.

Whether you are just starting or are an advanced user, a comprehensive understanding of Meta advertising revolves around several core pillars:

The Campaign Structure: Campaigns are built on a three-tier hierarchy:

- Campaign Level: Choose a single advertising objective (e.g., Sales, Leads, Engagement).
- Ad Set Level: Define your audience, placements, budget, and schedule.
- Ad Level: Create the specific ad content, including creative, text, and call-to-action (CTA).

Targeting: Reach specific audiences through:

- Core Audiences: Targeting based on demographics, interests, and behaviors.
- Custom Audiences: Retargeting people who have interacted with your business.
- Lookalike Audiences: Reaching new users who are similar to your best customers.
Ads Manager: Use this central tool to create, manage, monitor, and optimize all Meta ad campaigns.
Creative: Master ad design and copywriting for different formats, such as image, video, carousel, and Stories.
Optimization: Continuously refine campaigns based on performance data and metrics.

Content Marketing & Social Media

Module 1: Foundational marketing concepts

Introduction to content marketing and SMO: Understand what content marketing and SMO are and their relationship within a broader digital marketing strategy.
Customer persona development: Learn to create detailed buyer personas to identify and understand the target audience.
Content strategy: Develop a plan that aligns content goals with overall business objectives and creates a consistent brand message.
The content marketing funnel: Understand how content can be used at every stage of the customer journey, from awareness to conversion.
Social media strategy: Create a strategic plan for social media, including setting goals, benchmarking competitors, and defining a unique brand voice.

Module 2: Content creation and planning

Content ideation: Master techniques for brainstorming and generating a pipeline of fresh content ideas.
Content writing: Learn how to write for different formats, including blog posts, articles, and social media captions.
Video marketing: Understand how to optimize video content for platforms like YouTube, Instagram Reels
Content calendar: Create and manage an editorial content calendar to organize and schedule content production and publication.

Module 3: Social media optimization (SMO)

Profile optimization: Learn how to optimize profiles and bios on key social platforms like Facebook, Instagram, LinkedIn, and X (formerly Twitter) to improve visibility and attract the right audience.
Algorithm understanding: Discover how social media algorithms work and how to create content that is favored by them.
Hashtag and keyword research: Use relevant hashtags and keywords to increase the discoverability and reach of social media content.
Engagement tactics: Learn proven techniques to increase likes, comments, shares, and overall audience interaction.
Social listening and monitoring: Use tools to track brand mentions, monitor competitor activities, and understand audience sentiment.

Module 4: Content distribution and promotion

Social media distribution: Learn how to effectively promote created content across relevant social media platforms.
Email marketing: Integrate content marketing with email campaigns to nurture leads and build customer relationships.
Influencer marketing: Develop a strategy for finding and collaborating with influencers to amplify content reach.
User-generated content (UGC): Explore how to leverage user-generated content to build brand advocacy and community.

Module 5: Analytics, performance measurement, and ethics

Social media analytics: Use native platform insights (e.g., Facebook Insights) and third-party tools to track and analyze key metrics like reach, engagement, and click-through rate (CTR).
Measuring content ROI: Understand how to attribute conversions and measure the return on investment (ROI) from content and social media efforts.
A/B testing: Learn to conduct A/B tests on social media campaigns to optimize for better performance.
Automation and tools: Explore various tools for scheduling, monitoring, and automating social media tasks.
Legal and ethical considerations: Study topics such as copyright, privacy policies, and reputation management in the context of content and social media.

Google Analytics & Tag Manager

Module 1: Introduction to GA4

Analytics Fundamentals: What digital analytics is and its importance for data-driven decisions.
GA4 vs. Universal Analytics: Key differences and the paradigm shift to event-based tracking.
Account and Property Setup: Creating a GA4 account, setting up a property for a website or app, and configuring data streams.
Measurement Planning: Defining business objectives and aligning them with your analytics setup.

Module 2: GA4 Data Collection and Configuration

Events: Understanding the event-based data model, including automatically collected, enhanced measurement, recommended, and custom events.
Conversions: Identifying and marking key events that measure business objectives, such as purchases or sign-ups.
Audiences: Creating custom audiences for advanced analysis, reporting, and remarketing.
Data Accuracy: Excluding internal traffic and using filters to ensure clean data.
Data Privacy: Overview of privacy controls and cookieless measurement.

Module 3: GA4 Reporting and Analysis

Standard Reports: Navigating the GA4 interface and using pre-built reports for real-time traffic, acquisition, engagement, and monetization.
Explorations: Going beyond standard reports with advanced analysis techniques.
- Funnel Exploration: Visualizing the user journey to identify drop-off points.
- Path Exploration: Understanding how users navigate your website or app.
- Free-Form Reports: Creating custom reports with specific metrics and dimensions.
Customization: Tailoring the reporting experience by creating custom reports, dimensions, and metrics.
Data Interpretation: Learning to translate data into actionable insights to improve website and campaign performance.

Module 4: Integration and Advanced Topics

Google Ads Integration: Linking GA4 with Google Ads for in-depth campaign performance analysis.
BigQuery Integration: Exporting GA4 data to BigQuery for large-scale, advanced querying and analysis.
Custom Data Upload: Enriching your data by uploading additional data from other systems.

Module 5: GTM Fundamentals

Introduction to GTM: What GTM is, its benefits, and how it differs from traditional hardcoded tag implementation.
GTM Architecture: Understanding the core components of tags, triggers, and variables.
Setup and Installation: Creating a GTM account, container, and installing the container snippet on a website.
Interface Overview: Navigating the GTM dashboard, workspaces, and version control.

Module 6: Tags, Triggers, and Variables

Tags: Deploying various tag types, including:
- Google Tags: GA4 Configuration Tag, GA4 Event Tag, and Google Ads Conversion and Remarketing Tags.
- Third-Party Tags: Implementing tags for other platforms, such as the Facebook Pixel.
Triggers: Defining conditions for when a tag should fire, such as page views, clicks, form submissions, and video plays.
Variables: Using built-in, user-defined, and Data Layer variables to pass dynamic information to tags.

Module 7: Advanced GTM Techniques

The Data Layer: Understanding the Data Layer, a JavaScript object that GTM uses to retrieve and pass information.
Event Tracking: Setting up tracking for specific user interactions, such as:
- Button clicks
- Scroll depth
- Form submissions
- Video views
Enhanced E-commerce: Configuring GA4’s e-commerce tracking to collect valuable data on product views, add-to-cart actions, and purchases.
Cross-Domain Tracking: Setting up tracking for user journeys that span multiple websites.

Module 8: Testing, Debugging, and Optimization

Preview Mode: Using the GTM Preview mode and DebugView in GA4 to test tag configurations before publishing.
Testing and QA: Implementing robust testing practices to prevent errors and ensure accurate data collection.
Workspaces and Environments: Collaborating with teams and managing different versions of your tags.
Google Consent Mode: Configuring GTM to respect user consent for privacy regulations.
Server-Side Tagging: An introduction to server-side GTM for improved performance, security, and data accuracy.

Conversion Rate Optimization (CRO)

Module 1: Foundations of CRO

Introduction to CRO: Define CRO, its importance, and how it fits into the broader digital marketing landscape alongside Search Engine Optimization (SEO) and Pay-Per-Click (PPC).
Core concepts and terminology: Understand key terms such as conversion goals (macro and micro), conversion funnels, and calculating conversion rates.
The CRO process: Learn the scientific method behind CRO, which involves gathering data, formulating hypotheses, running tests, analyzing results, and iterating.
User-centric design principles: Explore how user experience (UX) and user interface (UI) design affect conversion, focusing on clarity, reducing friction, and creating a seamless mobile experience.

Module 2: Conversion research

Qualitative research: Learn how to gain insights into user motivations and pain points through:
- On-site surveys and feedback polls
- Customer interviews
- User personas
Quantitative research: Use analytics to understand user behavior by identifying what users do on your site. This includes:
- Website analytics: Analyze traffic sources, user flow, and conversion funnels using tools like Google Analytics.
- Behavioral analytics: Visualize user interactions with heatmaps, click maps, scroll maps, and session recordings using tools like Hotjar or Crazy Egg.
- Form analytics: Pinpoint friction points in your forms to increase form completion rates.

Module 3: Optimizing for conversion

Landing page optimization: Craft high-converting landing pages by refining messaging, optimizing page layout, and simplifying forms.
Call-to-action (CTA) optimization: Learn how to design compelling CTAs by testing different colors, copy, and placement.
Persuasive copywriting: Write clear, compelling, and benefit-driven copy that addresses customer pain points and objections.
Conversion psychology: Apply principles like social proof, urgency, and scarcity to influence user behavior and build trust.

Module 4: Advanced CRO topics

E-commerce CRO: Master specialized techniques for online stores, including abandoned cart recovery, optimizing product pages, and streamlining the checkout process.

Mobile conversion optimization: Focus on the specific challenges and opportunities of optimizing for mobile users, from page speed to user interface design.

Influencer Marketing

Module 1: Influencer marketing fundamentals

Defining influencer marketing: Understanding its purpose, evolution, and how it differs from other marketing channels.
Influencer landscape: Categorizing different types of influencers, such as nano, micro, macro, and mega-influencers, and understanding their respective strengths.
Influencer psychology: Learning the social-psychological principles behind why influencer recommendations are effective and how they build trust with audiences.
Industry trends and ethics: Staying current on the latest trends and understanding the ethical and legal considerations, including disclosure requirements.

Module 2: Strategy and campaign planning

Defining objectives: Aligning influencer marketing with broader business goals, such as brand awareness, lead generation, or sales conversions.
Identifying the target audience: Analyzing customer demographics and psychographics to determine which influencers can best reach them.
Content strategy: Learning best practices for creating shareable and engaging content and creating content guidelines.
Budgeting: Developing a budget for influencer collaborations, including negotiation strategies.

Module 3: Influencer identification and outreach

Influencer discovery: Using data-driven techniques and tools to find relevant influencers.
Brand fit analysis: Evaluating potential partners based on qualitative variables like brand synergy, audience demographics, and previous campaign performance.
The outreach process: Crafting effective pitches and briefs that attract the right influencers and set clear expectations.
Negotiating partnerships: Structuring mutually beneficial partnerships, contracts, and long-term relationships.

Module 4: Campaign execution and management

Collaboration process: Providing clear briefings, managing content approvals, and facilitating seamless collaborations.
Content formats: Working with different content formats, including photos, videos, reels, and stories, across various social media platforms.
Amplification: Utilizing strategies like paid media and boosting influencer content to maximize reach and ROI.
Compliance: Ensuring all campaigns adhere to regulatory guidelines and disclosure laws.

Module 5: Performance measurement and reporting

Key Performance Indicators (KPIs): Defining and tracking relevant metrics, moving beyond vanity metrics to assess real business impact.
Measurement and analytics: Utilizing analytics tools to measure campaign performance, including reach, engagement, conversions, and brand lift.
Return on Investment (ROI): Calculating and proving the return on marketing investment from influencer campaigns.
Reporting: Creating comprehensive reports to demonstrate campaign success to stakeholders.

Module 6: Advanced topics and future trends

AI in influencer marketing: Exploring how artificial intelligence is impacting influencer discovery, content creation, and campaign optimization.
B2B influencer marketing: Understanding the unique strategies and applications of influencer marketing for business-to-business brands.
Developing an “always-on” strategy: Moving beyond one-off campaigns to build sustainable, long-term relationships with a community of influencers.
Emerging platforms: Staying ahead of new social media platforms and features that influence marketing.

Affiliate Marketing

Module 1: Introduction to affiliate marketing

This module covers core concepts and the Amazon-specific ecosystem.

Affiliate marketing fundamentals: Define affiliate marketing and explain the roles of the merchant, affiliate, and consumer.
Income models: Explain payment structures such as pay-per-sale and bounties.
Amazon Associates program: Introduce the Amazon Associates program, outlining its scale, its use by content creators, and its role in monetizing traffic.

Module 2: Niche and product selection

This module focuses on strategic decisions, with an emphasis on Amazon’s catalog.

Niche research: Teach methods for identifying profitable affiliate niches based on market demand. For Amazon, this involves using the platform’s vast catalog to find popular product categories.
Finding affiliate programs: Explain how to find and evaluate affiliate programs and networks, including Amazon Associates.
Choosing products: Cover criteria for selecting high-quality products, including leveraging Amazon’s Best Sellers list and high-commission categories.

Module 3: Building your affiliate platform

This module focuses on creating a digital property for your affiliate efforts.

Website creation: Provide a blueprint for building an affiliate-focused website, referencing its necessity for Amazon Associates applicants.
Platform requirements: Detail Amazon’s requirements for a platform, which must have original content and be active before approval.
Platform options: Include social media channels (YouTube, TikTok), apps, and websites as valid platforms for Amazon Associates.

Module 4: Content creation and strategy

This module emphasizes creating valuable and engaging content for an Amazon audience.

Content writing: Teach the principles of writing product reviews, how-to articles, and blog posts that feature Amazon products.
SEO copywriting: Explain how to integrate searchable keywords to attract organic traffic for Amazon product promotions.
Content types: Explore different formats, including YouTube videos and social media content, focusing on what works best for Amazon products.

Module 5: Conversion optimization and analytics

This module teaches how to analyze performance and refine strategies for Amazon.

Affiliate tracking: Explain how to use the Associates Central dashboard to track clicks, sales, and commissions.
Reports and optimization: Detail how to analyze reports from Amazon to identify best-performing products and content.
Amazon bounty program: Explain how to earn additional, fixed fees by referring users to Amazon services like Prime or Audible.
Cookie window: Teach about Amazon’s specific 24-hour cookie window and how adding an item to the cart extends it to 90 days.

AI in Digital Marketing

Module 1: Foundations of AI in digital marketing

Introduction to AI for marketers: Overview of AI, machine learning (ML), and generative AI, and how they are changing the digital marketing landscape.

Module 2: AI for content strategy and creation

Generative AI tools: Learning to use AI platforms like ChatGPT and others to create text, images, and videos.
Prompt engineering: Mastering the art of crafting effective prompts to guide AI models for better marketing content outputs.
Content optimization: Using AI to research and generate high-quality, engaging content for blogs, social media, and websites.
Plagiarism and evaluation: Learning to evaluate and refine AI-generated content and check for plagiarism.

Module 3: AI-powered search engine marketing (SEM) and analytics

AI in search algorithms: Understanding how AI influences search engine results and consumer behavior.
Keyword research with AI: Using AI tools to conduct advanced keyword and competitor analysis to find profitable opportunities.
AI for paid advertising: Applying AI tools for smart bidding, ad copywriting, and campaign optimization on platforms like Google Ads.
AI-driven analytics: Using AI to analyze performance data, track KPIs, and optimize campaigns for higher ROI.

Module 4: AI in social media and customer engagement

AI for social media: Implementing AI for social media strategy development, platform algorithm analysis, and campaign optimization.
AI for social listening: Using AI for sentiment analysis and monitoring online reputation.
Marketing automation: Using AI to automate tasks, personalize content, and schedule posts for social media.
Chatbots and conversational marketing: Implementing AI-powered chatbots and messaging strategies to enhance customer engagement.

Email Marketing, CRM & Automation

Module 1: Foundational concepts

This module introduces the core components of modern digital marketing.

Introduction to email marketing: The role, benefits, and return on investment (ROI) of email marketing.
Introduction to CRM and marketing automation:
- What CRM (Customer Relationship Management) is and its importance.
- What marketing automation is and how it works.
- The relationship and overlap between CRM and marketing automation.
Legal and ethical considerations: An overview of key data protection laws like GDPR and CAN-SPAM.

Module 2: Strategy and planning

This module focuses on the strategic planning necessary before any tools are implemented.

Audience identification and segmentation:
- Defining the target audience and creating customer personas.
- Methods for segmenting audiences based on demographics, behavior, and engagement.
The customer journey: Mapping the customer journey to identify opportunities for automated communication.
Content strategy: Planning content for email campaigns, including welcome series, promotional emails, and re-engagement campaigns.

Module 3: List building and management

This module covers the ethical and effective ways to build and manage an email subscriber list.

List-building strategies: Using opt-in forms, lead magnets, and landing pages to grow a list.
Contact management: Importing, organizing, and managing contacts within a CRM system.
List hygiene: Practices for cleaning and maintaining a healthy email list.

Module 4: Campaign creation and execution

This module moves into the practical steps of creating compelling email campaigns.

Choosing the right software: Evaluating and selecting an Email Service Provider (ESP) and CRM, with overviews of popular platforms like HubSpot, Mailchimp, and Zoho.
Crafting effective emails:
- Writing compelling subject lines and email copy.
- Designing mobile-responsive email templates.
- Personalization techniques for higher engagement.
A/B testing: Conducting tests to optimize email elements like subject lines and calls-to-action (CTAs).

Module 5: Automation and workflows

This is the core of the course, where students learn to automate marketing efforts.

Triggered email campaigns: Setting up automated emails based on specific user actions, such as purchases, sign-ups, or cart abandonment.
Drip email series: Creating and implementing automated email sequences that nurture leads over time.
Workflows and lead scoring:
- Developing automation workflows within a CRM.
- Implementing lead scoring models to identify and prioritize the hottest leads.
Website and chatbot automation: Integrating website scripts to track user behavior and using chatbots to automate support.

Module 6: Analytics and reporting

This module covers how to measure and analyze the performance of campaigns and automations.

Key performance indicators (KPIs): Understanding metrics like open rate, click-through rate (CTR), and conversion rate.
Dashboard creation: Building and customizing CRM dashboards to track progress toward goals.
Attribution modeling: Understanding how different marketing touchpoints contribute to conversions.
Reporting: Compiling and presenting reporting summaries to stakeholders.

Module 7: Advanced strategies

This module dives into more sophisticated techniques for optimization and scaling.

Advanced segmentation: Creating granular segments to deliver hyper-relevant content.
AI in CRM and marketing: The role of artificial intelligence in features like predictive lead scoring.
Integrations: Connecting CRM and marketing automation tools with other platforms like e-commerce and social media.
Strategic scaling: Developing strategies to grow and optimize marketing automation efforts over time.

Module 8: Capstone project

A practical, hands-on project where students apply their knowledge to a real-world business case.

Project components: Developing a comprehensive email marketing and automation strategy, building a campaign funnel, and presenting a performance analysis.

Mobile App Promotion

Module 1: Introduction to mobile app marketing

Mobile marketing fundamentals: Definitions, importance, and differences from traditional and digital marketing.
The mobile landscape: An overview of the mobile ecosystem, including devices (smartphones, tablets), app stores, and market trends.
App marketing funnel: The key stages of the user journey, including awareness, acquisition, engagement, retention, and monetization.

Module 2: Pre-launch strategy and research

Competitive analysis: Researching other apps in the market to understand their marketing strategies and user engagement.
Audience identification: Defining the ideal target user and creating buyer personas for targeted messaging.
Platform requirements: Understanding the specific rules and regulations of major app stores like the Apple App Store and Google Play.
App naming and branding: Creating a distinctive, memorable, and searchable app name and building a strong brand identity.

Module 3: App Store Optimization (ASO)

ASO fundamentals: How to increase your app’s visibility and drive organic installs within the app stores.
Keyword strategy: Researching and selecting effective keywords for app store listings.
Metadata optimization: Techniques for optimizing app titles, subtitles, and descriptions.
Creative assets: Designing effective app icons, screenshots, and video previews to maximize conversions.
Reviews and ratings: Strategies for collecting positive user reviews to improve rankings.

Module 4: Mobile advertising and paid campaigns

Mobile ad ecosystem: An introduction to mobile ad networks and common ad types like in-app, interstitial, and banner ads.
Major platforms: Creating and optimizing paid campaigns on Google Ads, Facebook, Instagram, and Snapchat.
Campaign optimization: Setting budgets, tracking goals, and A/B testing ad creatives.

Module 5: User engagement and retention

Push notifications: Strategies for segmenting users, crafting effective messages, and managing notification frequency.
Email marketing: Using email campaigns for user onboarding, engagement, and retention.
In-app messaging and onboarding: Improving user experience and guiding users with in-app communications.
Location-based marketing: Utilizing geo-fencing, geo-targeting, and beacon technology to send targeted messages.

Module 6: Measurement, analytics, and tracking

Key performance indicators (KPIs): Understanding crucial mobile marketing metrics like Customer Acquisition Cost (CAC), Lifetime Value (LTV), and Return on Ad Spend (ROAS).
Analytics tools: Using mobile analytics platforms such as Firebase, Adjust, and AppsFlyer for attribution, tracking and depp linking.
Data-driven insights: Analyzing user behavior data to optimize your app and marketing strategy.

Data Analysis

Module 1: Foundational concepts

This module introduces core ideas that every data-savvy marketer must understand.

Introduction to marketing analytics: The role of data in modern marketing, aligning data with business objectives, and overcoming challenges like data silos.
The analytical mindset: Shifting from intuition to evidence-based decision-making.
Types of data analytics: Understanding the four primary approaches.
- Descriptive analytics: What happened? (e.g., summarizing monthly sales).
- Diagnostic analytics: Why did it happen? (e.g., investigating why a campaign underperformed).
- Predictive analytics: What will happen? (e.g., forecasting future sales).
- Prescriptive analytics: What should we do? (e.g., optimizing an advertising budget)
Data fundamentals for marketers:
- Data collection: Identifying key data sources, such as website analytics, social media, and CRM software.
- Data types: Recognizing and working with different types of data, including first-party, second-party, and third-party data.
- Data hygiene: Understanding the importance of cleaning and preparing data for analysis.

Module 2: Essential tools and metrics

This section focuses on the practical tools and calculations used in marketing data analysis.

Spreadsheet mastery: Using Microsoft Excel or Google Sheets for foundational analysis, including PivotTables, PivotCharts, and functions.
Web analytics with Google Analytics: Navigating reports to understand website traffic, user behavior, conversions, and acquisition channels.
Key marketing metrics and KPIs: Learning to track and interpret vital performance indicators.
- Customer-centric: Customer Lifetime Value (CLV), Customer Acquisition Cost (CAC), and churn rate.
- Campaign performance: Conversion rate, Click-Through Rate (CTR), and Return on Ad Spend (ROAS).
- Financial: Return on Marketing Investment (ROMI).

Module 3: Customer and campaign analysis

Here, marketers apply analytical techniques to solve common marketing problems.

Customer segmentation and targeting: Using data to divide an audience into meaningful groups based on demographics, behavior, or value.
- RFM analysis: Segmenting customers by recency, frequency, and monetary value.
Marketing mix analysis: Measuring the effectiveness and ROI of different channels like email, social media, and paid ads.
Experimentation and optimization: Conducting A/B testing to evaluate and optimize campaign elements.
Sales funnel analysis: Evaluating the conversion path, identifying drop-off points, and understanding user journeys.

Module 4: Data visualization and storytelling

This module teaches how to communicate insights effectively to stakeholders.

Fundamentals of data visualization: Learning best practices for creating clear and impactful charts, graphs, and dashboards.
Choosing the right visualization: Selecting the most effective format for telling a specific data story.
Dashboard creation: Building real-time, interactive dashboards using BI tools like Tableau or Power BI to monitor and share key performance indicators.
Communicating insights: Translating complex data into compelling, actionable recommendations for marketing strategies.

Module 5: Project and Market Analysis

This final module integrates all concepts into a comprehensive project and introduces more advanced techniques.

Capstone project: Applying all learned skills by analyzing a real-world marketing dataset from start to finish.
Introduction to advanced topics:
- Market basket analysis: Finding associations between purchased items.
- Sentiment analysis: Using text mining to analyze customer feedback from social media.
- Social network analysis: Mapping relationships and influence among social media users.
Marketing analytics ethics: Understanding and navigating the privacy regulations and ethical considerations in handling customer data.

Shopify & WordPress Website Development

Module 1: Foundational knowledge

Web design fundamentals: An introduction to essential concepts like user interface (UI) and user experience (UX) design, color theory, typography, and visual hierarchy.
Planning and strategy: Defining a website’s purpose, target audience, and content. This includes creating a content strategy and wireframing the site’s layout.
Essential terminology: Understanding key terms such as domain names, web hosting, SSL certificates, and content management systems (CMS).

Module 2: WordPress development without code

Setting up WordPress: Learning how to purchase a domain and hosting and then installing WordPress with a single click.
WordPress dashboard: Getting familiar with the WordPress admin panel for managing all aspects of the site.
Themes: Exploring the WordPress theme library to select and install a pre-designed template. This section also covers customizing the theme to match a brand’s identity.
Plugins: Discovering and installing essential plugins to add functionality, such as contact forms, image galleries, and SEO tools, without writing code.
Page builders: Mastering popular drag-and-drop page builders like Elementor or the native Gutenberg block editor to design custom pages and layouts.
Creating content: Adding and editing posts and pages, structuring navigation menus, and organizing content with categories and tags.
WooCommerce setup (optional): For those interested in e-commerce, this section covers installing and configuring WooCommerce, the popular e-commerce plugin for WordPress.

Module 3: Shopify development without code

Account setup and tour: Creating a Shopify account and navigating the dashboard, including key settings for a new online store.
Store branding and design: Choosing and customizing a Shopify theme to fit a brand’s aesthetic. This includes editing colors, fonts, and the homepage layout.
Product and collection management: Adding products to the store, including variants (e.g., size and color), and organizing them into collections.
Store policies and pages: Creating necessary pages like “About Us,” “Contact Us,” and important legal pages such as refund and privacy policies.
Payments, shipping, and taxes: Setting up payment gateways, configuring shipping rates and zones, and handling tax settings.
App store and integrations: Exploring the Shopify App Store to add extra features, such as customer reviews, marketing tools, or loyalty programs.
Order processing: Learning how to manage and fulfill orders, handle test orders, and manage customer information.

Module 4: Launching and managing your website

Bringing your site live: Connecting a custom domain name to your finished Shopify or WordPress website.
Analytics and performance: Setting up tools like Google Analytics to track website traffic and user behavior.
Search engine optimization (SEO) basics: Learning on-page SEO best practices and implementing meta tags to help search engines find your site.
Website maintenance and security: Understanding how to perform regular updates and backups to keep your website secure.
Taking payments (for Shopify): Integrating payment providers and testing the checkout process.

Module 5: Monetization and growth strategies

E-commerce strategies: For Shopify, this covers concepts like dropshipping and leveraging social media channels for sales.
Marketing tools: An overview of email marketing, creating discount codes, and using built-in marketing features on both platforms.

Google Merchant Center

Module 1: Introduction to Google Merchant Center and Shopping Ads

What is Merchant Center?: An overview of the platform’s purpose and how it fits into the broader Google advertising ecosystem.
Benefits of Shopping ads: Understanding the advantages of product-focused ads versus traditional search ads.
Setting up an account: A step-by-step guide to creating and configuring a new Merchant Center account.
Business information and verification: Adding business details and verifying your website URL.

Module 2: Creating and optimizing your product feed

Product feed requirements: Learning the attributes needed for each product, such as id, title, description, link, and image_link.
Feed creation methods: Creating a feed manually, with a spreadsheet, or by connecting a store platform like Shopify.
Feed submission: Submitting a product feed to Merchant Center.
Product optimization: Writing compelling product titles and descriptions to improve ad performance.
Google product categories: Using Google’s predefined product categories to improve relevance.

Module 3: Advanced feed management

Feed troubleshooting: Identifying and fixing common errors, disapproved products, and policy violations.
Feed rules: Using automated rules to modify and enhance product data.
Promotions and custom labels: Utilizing special features like promotions and custom labels to manage and segment inventory.
Inventory updates: Keeping product data current, including pricing and availability, in real-time.

Module 4: Linking Merchant Center to Google Ads

Account linking: Connecting your Merchant Center account to your Google Ads account.
Campaign types: Identifying the best Shopping campaign type for your goals, including Smart Shopping campaigns.
Creating a campaign: Setting up and launching your first Shopping campaign in Google Ads.
Bidding and budget: Managing your Shopping campaign budget and bidding strategy.

Module 5: Policy and performance monitoring

Shopping ad policies: Understanding and complying with Google’s policies to avoid account suspension and product disapprovals.
Performance metrics: Tracking key metrics related to your product performance, such as clicks, impressions, and conversions.
Insights and reports: Using Merchant Center’s reporting features to gain insights into product and competitor performance.
Data feed diagnostics: Reviewing diagnostics to find and resolve issues affecting your feed.

Meta Catalogue

Module 1: Introduction to Meta catalogs

What is a Meta catalog? Learn the purpose and function of a catalog as a container for all your product information on Facebook and Instagram.
Business tools overview: An introduction to the Meta Business Suite, Ads Manager, and Commerce Manager, the key tools used to set up and manage your catalogs and shops.
Choosing your setup method: Decide whether to upload products manually, connect a data feed (e.g., spreadsheet), or link with a partner platform like Shopify.

Module 2: Catalog setup and product data

Creating a new catalog: A step-by-step guide to adding a new catalog to your Commerce Manager or Business Suite.
Uploading product information: Detailed instructions on how to add product attributes, including titles, descriptions, images, prices, and inventory availability.
Creating product sets and collections: Organize your catalog by creating curated product sets based on categories, sizes, or other attributes to streamline your ads and shops.
Troubleshooting: Identify and resolve common issues like data feed errors, incorrect product details, or products with policy violations.

Module 3: Tracking and data integration

Setting up the Meta Pixel and Conversions API: Learn how to install and use these tools to track customer actions on your website, which is essential for dynamic ads.
Connecting data sources: Connect the Meta Pixel or Conversions API to your product catalog to enable relevant product recommendations and optimized ad delivery.
Audience creation: Use your catalog and pixel data to create custom audiences (people who interacted with your products) and lookalike audiences (people similar to your customers) for retargeting and prospecting campaigns.

Module 4: Catalogue ad campaigns

Introduction to Advantage+ catalog ads: Understand how to use this campaign type to show automatically personalized ads to your target audience.
Dynamic retargeting: Learn to set up ads that show specific products to people who have viewed them on your website or abandoned their shopping cart.
Broad audience targeting: Discover how to effectively target new customers using your catalog with broader audience settings.
Ad creative and formats:
- Design high-performing ad creatives, including single image/video, carousel, and collection ad formats.
- Learn how to add personalization, like dynamic product text fields, into your ad designs.
Optimizing ad performance: Implement bidding strategies, adjust ad placements, and manage your budget to maximize return on ad spend (ROAS).

Module 5: Commerce and advanced strategies

Setting up a Meta Shop: Learn how to create and customize a shop on your Facebook or Instagram profile for a native shopping experience.
Instagram Shopping: Understand how to tag products from your catalog in your Instagram posts and Stories.
Measuring and reporting: Analyze key metrics like click-through rate (CTR), cost-per-click (CPC), and ROAS in Ads Manager to evaluate and optimize your campaign results.
Scaling your campaigns: Learn advanced techniques for scaling successful campaigns and leveraging Advantage+ sales campaigns to increase efficiency and reach.

Google Shopping Ad

Module 1: Foundational modules

Introduction to Google Shopping: Covers the basics of how Shopping ads work, their benefits for online businesses, and their role within the broader Google Ads ecosystem.
Google Merchant Center: Explains how to create and configure a Merchant Center account, including submitting essential business information and setting up tax and shipping settings.
Product feed management: Teaches how to create, format, and upload a high-quality product data feed. Topics include ensuring accurate product attributes, troubleshooting errors, and setting up automated feeds.
Linking accounts: Details the process of connecting a Google Merchant Center account to a Google Ads account to enable the creation of Shopping campaigns.
Google Shopping policies: Focuses on understanding Google’s policies for Shopping ads to avoid disapprovals and account suspension.

Module 2: Campaign setup and strategy

Campaign types: Compares different Shopping campaign types, most notably standard Shopping campaigns and the automated Performance Max campaigns for retail.
Structuring campaigns: Covers strategies for organizing ad groups and product groups, such as by product category, brand, or other custom labels, to improve management and bidding.
Bidding strategies: Explains manual and automated bidding options, with an emphasis on using automated strategies to maximize ROI based on specific goals like sales or traffic.
Budgeting and scheduling: Teaches how to set and manage daily budgets and schedule ads for optimal performance and cost efficiency.
Targeting and remarketing: Explores using audience insights and targeting options to reach the right customers. It also covers setting up remarketing campaigns to re-engage users who previously interacted with your products.

Module 3: Optimization and performance analysis

Feed optimization: Involves optimizing key product attributes like titles, descriptions, and images to increase visibility and click-through rates.
Performance monitoring: Explores using the Google Ads dashboard and reporting tools to track key performance indicators (KPIs) like clicks, impressions, conversions, and ROI.
A/B testing: Demonstrates how to test different product ads, bids, and landing pages to find the most effective combinations.
Conversion tracking: Provides instructions on setting up and analyzing conversion tracking through Google Ads and Google Analytics to measure campaign success.
Troubleshooting: Gives guidance on identifying and fixing common issues like disapproved products or underperforming campaigns.

Module 4: Advanced and integrative topics

Performance Max for Retail: Delves deeper into using Performance Max campaigns specifically for online sales, including best practices for combining feed data with other ad formats.
Integration with other Google products: Explores the value of integrating Shopping data with other Google products, such as displaying products in 3D and augmented reality on Google Search.
Multi-channel strategy: Covers how Shopping ads can be combined with other digital marketing tactics, such as Search, Display, and Video ads.

E-Commerce Marketplace (Amazon, Flipkart & Myntra)

Module 1: E-commerce fundamentals

This module sets the stage with core e-commerce concepts that apply across all platforms.

E-commerce business models: Understanding the different types, including B2B, B2C, and D2C.
Platform comparison: An overview of the key features, audience demographics, and pros and cons of selling on Amazon, Flipkart, and Myntra.
Seller registration: A step-by-step guide to setting up and verifying seller accounts on each marketplace.
Marketplace policies: Reviewing the essential guidelines, fees, commission structures, and prohibited practices for each platform.

Module 2: A+ content and enhanced listings

This module focuses on maximizing conversion rates by enhancing your product descriptions and visuals.

Fundamentals of A+ content: The definition, benefits, and requirements for creating rich product content (also known as Enhanced Brand Content or EBC on Amazon and Myntra).
Brand storytelling: Using images, videos, and compelling text to communicate your brand’s unique value proposition.
Premium A+ content: Understanding the eligibility criteria and leveraging advanced features like interactive modules and video for maximum impact.

Module 3: SEO for marketplaces

Learn how to use keywords to rank higher in marketplace search results and increase organic visibility.

Keyword research: Tools and techniques for finding relevant search terms on Amazon, Flipkart, and Myntra.
Listing optimization: Best practices for incorporating keywords into product titles, bullet points, and descriptions.
Backend search terms: Leveraging hidden fields to capture additional, relevant traffic.
Competitor analysis: Analyzing competitor listings and keywords to uncover new opportunities.
Listing quality: Maintaining high-quality listings to improve search rank and conversion.

Module 4: Advertising and promotion

This module covers both on-platform and off-platform strategies for driving traffic and sales.

Sponsored ads: Setting up and managing different types of campaigns on Amazon and Flipkart
Campaign optimization: Techniques for keyword targeting, bid management, and budget allocation to maximize ROI.
Branding and store pages: Creating a professional brand store to increase brand loyalty.

Module 5: Shipping, logistics, and selling operations

Cover the practical steps of getting your products to customers efficiently and professionally.

Fulfillment models: Understanding and implementing different options, including Fulfillment by Amazon (FBA), Flipkart Fulfillment, and self-ship.
Returns and refunds: Handling customer returns and refunds according to marketplace policies.
Managing account health: Monitoring performance metrics like order defect rate and late shipment rate to avoid penalties or account suspension.

Module 6: Growth “hacks” and analytics

Explore advanced techniques and data analysis to scale your business and outsmart the competition.

Winning the Buy Box: Strategies to increase your chances of winning the Buy Box, which is critical for sales.
Pricing automation: Implementing dynamic pricing strategies to stay competitive.
Sales reports and dashboards: Interpreting data from the marketplace seller dashboards to track performance and identify growth opportunities.
Customer review strategy: Techniques for generating positive customer reviews and managing feedback effectively.
Brand building: Establishing brand authority and loyalty through strategic marketing and excellent customer service.

Module 7: Practical application and capstone project

Case study analysis: Examining successful seller strategies on each platform.
Final project: Developing a comprehensive marketplace strategy for a new product, including keyword research, listing creation, A+ Content, and a promotional plan.

Quick Commerce Marketplace (Blinkit, Zepto, Swiggy Instamart & Big Basket)

Module 1: Introduction to quick commerce and its ecosystem

This module sets the stage by defining the unique characteristics of quick commerce and the key players in the Indian market.

What is quick commerce (Q-commerce)? Understand the core concept of ultra-fast delivery, typically within 10–30 minutes.
Q-commerce vs. traditional e-commerce: Analyze the differences in consumer behavior, basket size, and business models.
Marketplace overview: Learn about the infrastructure, including dark stores and last-mile delivery networks.
Key players in India: Deep-dive into Blinkit, Zepto, Swiggy Instamart, and BigBasket, including their market share and core strategies.

Module 2: Platform onboarding and inventory management

This module covers the practical steps for getting set up as a brand on the marketplaces.

Seller registration: Complete the onboarding process and gather necessary documents, including GSTIN and brand certification.
Inventory and dark store integration: Understand the process of managing and moving inventory to the platforms’ dark stores.
Inventory management best practices: Learn to optimize stock levels and avoid out-of-stock situations, which can affect ad performance.
Case study: Explore how a D2C brand successfully navigated the onboarding process across multiple platforms.

Module 3: Product listing optimization (PLO)

This module focuses on the art and science of creating high-quality, high-ranking product listings.

Keyword research: Master finding relevant keywords with high search volume and intent.
Creating optimized titles: Learn to structure clear, concise, and searchable product titles that include key identifiers like brand, product type, and quantity.
High-quality images and rich media: Understand the visual requirements for quick commerce, including high-resolution imagery, lifestyle shots, and infographics.
Product descriptions: Write compelling and scannable descriptions that clearly outline features, benefits, and usage instructions.
Category and attribute optimization: Ensure products are correctly categorized and all relevant attributes are filled out to improve filterability.
Pricing and promotions: Develop a pricing strategy that balances competitiveness with profitability.

Module 4: Quick commerce advertising strategies

This module covers the core advertising tactics available across the quick commerce platforms.

Introduction to Q-commerce ads: Understand how paid placements can drive visibility and sales by targeting high-intent customers.
Platform-specific ad types: Explore the different ad formats and their functions on each platform, such as sponsored listings, banner ads, and video ads.
Developing an ad strategy: Plan a campaign based on different objectives: brand awareness, sales acceleration, or product launches.
Budgeting and bidding: Learn to set and manage advertising budgets and bidding strategies.
Case study: Analyze a successful quick commerce ad campaign that effectively leveraged platform-native ad formats.

Module 5: Advanced ad execution and optimization

This module delves into the more granular aspects of executing and refining advertising campaigns.

Setting up campaigns: Get a step-by-step walkthrough of the campaign creation process on Blinkit Brand Central, Swiggy Instamart Ads Manager, and Zepto.
Audience targeting: Discover advanced audience filters based on demographics, location, and purchase behavior.
Keyword-based vs. category-based ads: Learn how to use different targeting methods to maximize reach.
Ad creatives: Understand the importance of mobile-optimized creatives and the approval process.
Campaign optimization: Continuously monitor and adjust campaigns in real-time based on performance metrics.
A/B testing: Systematically test different ad creatives, messaging, and titles to improve performance.

Module 6: Data analysis and reporting

This module teaches how to measure campaign performance and leverage data for future growth.

Key performance indicators (KPIs): Understand metrics like return on ad spend (ROAS), click-through rate (CTR), and conversion rate.
Data analytics dashboards: Learn to navigate the analytics platforms provided by Blinkit and other marketplaces to track performance.
Performance reporting: Generate and interpret reports to evaluate campaign effectiveness.

Competitor analysis: Use ad performance data and other insights to gain a competitive edge.