Schedule for Digital Marketing Professional Program

Dubai
Venue Details
Manipal Executive Education, # F12, Block 6,
Dubai Knowledge Park, Near Dubai Internet City Metro Station, PO Box: 500 689
Dubai, UAE

Training Program Dates: Beginning from

Training Program Timings: 10.00 AM To 06.00 PM Dubai Time

Session # Day Date Hrs Timings Topics

Scope and expectations from the course, Why

digital is important, Building online presence,
Digital channels- Paid, Owned and Earned, What
3 Hours and 30 10.00 AM To
is Digital Marketing? Designing effective digital
Minutes 1.30 PM
strategy Integrated marketing- The Physical and
Digital Careers in digital marketing Skill
development in digital marketing
1 Friday

Understanding Pay-per-click Advertisement

Significance and evolution of AdWords in
3 Hours and 30 2.30 PM To PPC.Bing Ads vs Google Ads- overview.
Minutes 6.00 PM AdWords Certification- Overview, Benefits and
Preparation. Google Ad Networks Different Ad
Formats

Keywords -significance and planning Using

3 Hours and 30 10.00 AM To Keyword Planner and other tools Keyword
Minutes 1.30 PM matches and their usage Campaign Structure and
Organization
2 Friday

Quality, Rank and Relevance of Ads Bidding and

3 Hours and 30 2.30 PM To
budget Targeting Setting Extensions and their
Minutes 6.00 PM
usage Ad policies and approvals

Reports and Analysis Metrics

3 Hours and 30 10.00 AM To
Conversion Tracking Campaign Optimization
Minutes 1.30 PM

Keywords - planning, matching and combination

3 Friday Specifications of an Ad and how to put it to good
3 Hours and 30 2.30 PM To use Managing Invalid Clicks Ad extensions and
Minutes 6.00 PM usage Dynamic search ads Landing page- your
virtual front
 Fundamental Examination in the Classroom – 1 Hour and 30 Minutes
Campaign Experiment Opportunities Tab
3 Hours and 30 10.00 AM To AdWords APIs AdWords editor- Benefits and
Minutes 1.30 PM usage Managing multiple accounts

Google Display Network and Partnerships Double

4 Friday
Click Ad Exchange and AdSense Campaign
3 Hours and 30 2.30 PM To Creation and Structuring for display Keyword and
Minutes 6.00 PM targeting through display network Campaign
Metrics, Analysis and optimization

YouTube- why you need to be there?

YouTube format, tools and targeting
3 Hours and 30 10.00 AM To
Video Campaign Creation
Minutes 1.30 PM
Video Campaign tracking and optimization
Video Ad performance and best practices
Importance of Mobile and Opportunities to
5 Friday Leverage Key Objectives for Mobile Marketing
Ad Formats and Networks for Mobile Mobile Site:
3 Hours and 30 2.30 PM To
Key Considerations Mobile App: Key
Minutes 6.00 PM
Considerations Mobile specific bidding and
targeting Apps Marketing Mobile Analytics,
Reporting and Optimization

Google Shopping and Merchant Centre Setting up

account in Merchant Centre- single and multi-
3 Hours and 30 10.00 AM To client Setting up and using Product Feed Setting
6 Friday Minutes 1.30 PM up and managing product campaigns Tracking and
optimization How to make the best usage of
Shopping Campaigns

How search engines work On page optimization-

3 Hours and 30 2.30 PM To content On page optimization- technical Off-age
Minutes 6.00 PM optimization and link building Some key SEO
tools Creating a SEO plan

Advanced Examination in the Classroom – 1 Hour and 30 Minutes

Evolution and importance of Social Media Organic
and paid Social Media Facebook Marketing
3 Hours and 30 10.00 AM To
Twitter Marketing LinkedIn Marketing Pinterest
Minutes 1.30 PM
Marketing Instagram Marketing Social media
Tools Social Media Analytics

7 Friday Building a case for digital analytics Understanding

3 Hours and 30 2.30 PM To
Minutes
Morning Break Timings
Lunch Break Timings
Evening Break Timings
Google Analytics Setting up Google Analytics
Reports, Dashboards and Customizations Linking
AdWords and Google Analytics Optimization of
6.00 PM AdWords using Google Analytics Test and Learn
framework- A/B Testing attribution Modelling,
Email Marketing Affiliate Marketing Creating
digital media plan
11.30 AM To 11.45 AM
1 Hour in the Afternoon
4.00 PM To 4.15 PM