1. Educational Institution

Ettevõtluskeskus OÜ 

2. Name of the curriculum in Estonian 

LIVE VEEBIKOOLITUS - Terviklik Internetiturundus (e-õpe, online õppematerjalidega) 

3. Name of the curriculum in English

Complete Digital Marketing Course 

4. Language of Instruction

English

5. Curriculum Group 

Marketing and advertising

Information and Communication Technology Interdisciplinary Curriculum Group

6. Objectives and Learning Outcomes

Objective:

The training course aims to provide the student with knowledge and skills in Internet marketing during practical tasks. To provide an overview of the basic techniques and tools of Internet marketing. To help figure out if the field is of interest to the learner to continue their marketing activities.

Learning Outcomes:

Person after completing this course:

• Knows how and why to systematically conduct experiments in Internet marketing (incl. Formulate hypotheses, set a goal, and choose metrics)
• Can do quick and free market research for online marketing using the following tools: Keyword Planner and Audience Insights
• Knows the different ways to create a website
• Knows what is important when creating a website
• Can create a simple website and use drag'n'drop builder to manage content
• Knows practical tips on how to make your website searchable
• Can use Yoast SEO plugin to improve the visibility of his website
• Knows the advertising opportunities of Google Ads
• Knows the important principles of search advertising and copywriting
• Can run search ad campaigns on the Google AdSense for search network
• Able to run banner ad campaigns on the Google AdSense Display Network
• Knows Youtube advertising options and formats
• Can run banner ads on Youtube and Gmail
• Knows how to create a Facebook page
• Can run advertising campaigns on Facebook and Instagram
• Understands how all internet marketing activities are connected into a single whole
• Can use the Funnel model to measure the effectiveness of his / her internet marketing
• Knows how to use Google Analytics
• Knows important metrics of internet marketing performance (incl. Number of conversions, conversion rate, etc.)
• Can install Google Analytics on his / her created WordPress homepage
• Can configure Goals in Google Analytics
• Uses Google Analytics and other tools to analyze results
• Knows how to get started with email marketing and how to build high-quality email lists
• Can configure the newsletter subscription form on the MailChimp platform
• Can add a newsletter subscription form to the website he/she has created
• Can create groups and segments for his / her newsletter subscription form on the MailChimp platform
• Can create an email marketing campaign and send campaign emails
• Knows what is remarketing on the MailChimp platform
• Learns how to create remarketing campaigns to turn website visitors into customers more effectively
• Can set up and create remarketing campaigns on Google, Facebook, and Instagram
• Can measure the profitability of internet marketing

7. Target group and conditions for starting studies

Target group: Anyone who wants to gain knowledge and practical skills in the field of internet marketing. A beginner in digital marketing who is interested in the field of digital marketing.

The training is well suited for a learner who wants the help of a tutor but is already a little familiar with web solutions and tools.

Conditions for starting studies:

Basic knowledge and skills of computer use.

The learner must have their own computer and headphones.

Very good Estonian language skills.

Opportunity to take part in five study days.

The noise-free learning environment for acquiring material.

8. Total study volume, its structure, study environment, and study aids 

Total study load: 40 academic hours

Auditory and practical work - 20 hours

Learning environment:

The training takes place independently + on the Zoom platform

Teaching aids:

Live video lectures in an e-learning environment

9. Description of the learning process, including learning content, teaching methods, and materials

Learning Process:

Auditory, e-learning, practical and independent work that the learner must perform between coaching sessions.

Learning content:

1. The overall picture of internet marketing and the importance of experiments
1. Mapping the customer journey from a business perspective
2. Mapping Internet marketing opportunities and activities from the perspective of the customer path
2. How To Do Fast And Free Market Research For Internet Marketing
1. We use Keyword Planner and
2. Audience Insights
3. Creating a website
1. Different ways to make a website
2. What is important for a website?
3. Creating a simple website on the WordPress platform in the website. pro-environment
4. Search engine optimization or SEO
1. What is SEO?
2. What you can do yourself
3. Using the Yoast SEO plugin
5. Google Ads
1. Google Ads opportunities
2. Principles of search advertising and copywriting
3. Creating search ads
4. Measuring campaign results
6. Facebook and Instagram
1. Create a Facebook and Instagram campaign
2. Measuring campaign results
7. Measuring Internet Marketing Performance
1. Principles of performance measurement
2. Funnel model
3. What are conversions and why measure them
8. The importance of Google Analytics in measuring performance
1. Presentation of reports
2. Adding Google Analytics to your homepage
3. Set up conversion (goal) in Google Analytics
9. Remarketing
1. Possibilities of using remarketing
2. Linking Google Analytics and Google Ads
3. Creating remarketing lists
4. Facebook Pixel and its addition to the homepage
5. Creating remarketing lists on Facebook
6. Create a Facebook and Instagram remarketing campaign
10. Banner campaigns on the Google Display Network
    1. In Youtube
    2. In Gmail
1. Creating a campaign
2. Campaign targeting options
11. E-mail marketing
1. Creating a high-quality contact base - why and how
2. Introduction to the email marketing platform MailChimp and account creation
3. Configuring MailChimp
4. Add a newsletter form to your homepage
5. Sending an email marketing campaign

Teaching methods: Lecture, case-study, practical work, independent work, analysis

List of study materials: Video lectures in the e-learning environment

10. Assessment, ie conditions for graduation

11. Documents to be issued

Certificate when the written tests have been passed and the practical work has been completed.

Evidence document if the learner participates in the training but does not complete all practical work and/or does not pass the prescribed written tests.

12. Trainer qualification

The trainers of the Entrepreneurship Center must have higher professional or pedagogical education or have been active in the field being taught and have relevant experience.