Digital Marketing Manager course free of cost 6 month
Digital Marketing Manager course free of cost 6 month
Brief Job Description:-
Individuals in this job are responsible for managing all forms of digital marketing activities like Search Engine Advertising, Search Engine Optimization, Social Media Marketing, Email Marketing etc. to increase brand’s online visibility and generate leads / sales.
Personal Attributes:-
The individual must have excellent written and oral communication skills with the ability to manage the teams effectively. He/she should also possess good quantitative skills to be able to make digital marketing plans and growth forecasts.
Develop a digital marketing strategy
Description :-
This OS unit is about developing an effective digital marketing strategy based on the organization’s goals and objectives
Scope :-
This unit/task covers the following: • Set-up digital marketing goals based on organization’s objectives • Identify and understand the target audience • Identify the digital channels and set-up campaign budgets • Define KPIs to measure performance of campaigns
Performance Criteria
Set-up digital marketing goals based on organization’s objectives :-
To be competent, the user/individual on the job must be able to: PC1. identify and understand organization’s objectives for aligning digital marketing campaigns towards it PC2. set-up clear, specific and measurable goals for each digital marketing campaign
Identify and understand the target audience :-
PC3. analyze current customer base to find out their common characteristics and interests PC4. research about the key competitors to identify who they are targeting and who are their current customers PC5. create the profile of the ideal target customer like their age, location, gender, interests etc. using all the data collected during the research
Identify the digital channels and set-up campaign budgets:-
PC6. identify the digital marketing channels such as Search Engine Optimization (SEO), Search Engine Marketing (SEM), social media, email marketing etc. based on the defined objectives and goals PC7. set-up and allocate the budget for each digital marketing channel
Define KPIs to measure performance of campaigns:-
PC8. define key performance indicators (KPI) for each digital marketing campaign to measure their outcome PC9. set-up the frequency of performance reports to be created and shared with the stakeholders
Organizational Context
(Knowledge of the company / organization and its processes) :-
The user/individual on the job needs to know and understand: KA1. company’s products / service offerings and positioning within the industry KA2. primary target audience of the company for each product / service KA3. major competitors of the organization and their offerings and target market KA4. people to co-ordinate with, to approve and finalize the digital marketing plan along with the budgets KA5. existing digital marketing efforts along with the performance of the campaigns
Technical Knowledge :-
The user/individual on the job needs to know and understand how to: KB1. work with web and social analytics tools KB2. do the competitor analysis to analyze their product offerings, customers and target market KB3. evaluate the past customer data and do their demographics and interest profiling KB4. create the profile of the ideal target customer using the available data KB5. analyze the past campaign’s data to find out the conversion rates and campaign Return On Investment (ROI)
Core Skills/ Generic Skills Writing Skills :- The user/individual on the job needs to know and understand how to: SA1. create competitor analysis report with their product / service offerings, customers and target market SA2. create audience analysis report from the data provided by the web and social analytics tools Reading Skills The user/individual on the job needs to know and understand how to: SA3. stay abreast with the latest digital marketing trends and best practices Oral Communication (Listening and Speaking skills) The user/individual on the job needs to know and understand how to: SA4. communicate and collaborate with team members for relevant data for research such as customer’s data SA5. present the digital marketing strategy and implementation plan to the stakeholders
Professional Skills
Decision making :- The user/individual on the job needs to know and understand how to: SB1. decide on which digital channels needs to be targeted based on the past performance and campaign goals Plan and Organize :- The user/individual on the job needs to know and understand how to: SB2. plan and allocate the budgets for different digital channels and campaigns based on the set goals SB3. manage and meet project / task deadlines successfully Problem Solving :- The user/individual on the job needs to know and understand how to: SB4. identify technical issues related to the website which affects the visibility and rankings of the website in the search results Analytical Thinking :- The user/individual on the job needs to know and understand how to: SB5. analyze the web analytics and past customer data to identify the ideal target audience Critical Thinking :- The user/individual on the job needs to know and understand how to: SB6. analyze and understand past campaign’s data and use it to identify best performing channels
Optimize campaign’s performance and expenditure
Description :-
This OS unit is about optimizing digital marketing campaign’s performance and expenditure based on the campaign insights
Scope :-
This unit/task covers the following: • Analyze the campaign insights on different channels • Make the required chang
Performance Criteria
Analyze the campaign insights on different channels :-
To be competent, the user/individual on the job must be able to: PC1. analyze the performance of campaigns in terms of reach, engagement, cost per click, cost per conversion, conversion rates etc. PC2. segment the campaign performance by target audience, keywords, placements, time and day of week, ad copies and creatives PC3. create a comparison report to analyze campaign’s performance on different channels such as search and social
Make the required changes :- PC4. analyze and remove the low performing keywords from the campaigns based on the insights PC5. stop the advertisement with low click-through rate (CTR) and conversion rates PC6. increase the bids for the best performing keywords to get higher advertising rankings PC7. allocate more budgets towards the better performing campaigns generating higher return on investment
Organizational Context :-
The user/individual on the job needs to know and understand: KA1. company’s products / services offerings and positioning within the industry KA2. primary target audience of the company for each product / service KA3. roles and responsibilities of each team member within the marketing operations KA4. existing digital marketing efforts along with the campaign’s performance
Decision making:- The user/individual on the job needs to know and understand how to: SB5. decide upon the campaign optimization tasks that needs to be prioritized while analyzing the campaign performance Problem Solving :- The user/individual on the job needs to know and understand how to: SB6. rectify the issues related to the delivery of campaigns such as the disapproval of search or social ads Analytical Thinking:- The user/individual on the job needs to know and understand how to: SB7. analyze the performance insights of digital marketing campaigns to find the optimization opportunities Critical Thinking:- The user/individual on the job needs to know and understand how to: SB8. analyze the impact of campaign optimization on the performance of campaigns
Measure and report the performance of digital marketing campaigns :- Description This OS unit is about measuring the performance of digital marketing campaigns against the set goals and preparing reports.
Scope :-
This unit/task covers the following: • Track and measure the performance of all digital marketing campaigns • Prepare the campaign performance report for the key stakeholders
Element Performance Criteria :-
Track and measure the performance of all digital marketing campaigns :-
To be competent, the user/individual on the job must be able to: PC1. monitor and measure the performance of all digital marketing campaigns in terms of reach, engagement, cost per click, cost per conversion etc. PC2. measure the impact of digital marketing campaigns and activities on the overall website traffic, leads, sales and revenue Prepare the
campaign performance report for the key stakeholders:-
PC3. document all the key performance metrics of all campaigns such as impressions, click-through ratio, cost per click, cost per lead, expenditure, conversions, revenue and Return On Investment (ROI) PC4. create channel wise comparison report for the performance of digital marketing campaigns such as on search, social, email platforms PC5. create a report summarizing the impact of digital marketing activities on the website traffic and conversions using the web analytics tools
A. Organizational Context :-
The user/individual on the job needs to know and understand: KA1. company’s products / services offerings and positioning within the industry KA2. primary target audience of the company for each product / service KA3. roles and responsibilities of each team member within the marketing operations
Technical Knowledge :- The user/individual on the job needs to know and understand how to: KB1. track the performance of individual keywords in the search campaigns KB2. find the performance metrics such as impressions, CTR, CPC, CPL, conversion rate etc. KB3. use web analytics tools to analyze data such as website traffic and conversions KB4. work with MS PowerPoint to create the analysis summary for the stakeholders
Core Skills/ Generic Skills The user/individual on the job needs to know and understand how to: SA1. document the data provided by the advertising platforms SA2. document the data provided by the web analytics tools and create the website traffic and conversion report
Reading Skills The user/individual on the job needs to know and understand how to: SA3. read and analyze the data provided by the advertising platforms SA4. read and understand the data provided by the available web analytics tools SA5. stay abreast with the latest digital marketing trends and best practices
Listening and Speaking skills The user/individual on the job needs to know and understand how to: SA6. collaborate with relevant people in the team to collect all the data to prepare reports and presentations SA7. present the campaign performance and optimization reports to the stakeholders SA8. present the website traffic and conversion report to the stakeholders
Decision Making The user/individual on the job needs to know and understand how to: SB1. decide upon the frequency of reports so that it can be planned and created
Accordingly Analytical Thinking The user/individual on the job needs to know and understand how to:
Professional Skills
Decision making :- The user/individual on the job needs to know and understand how to: SB1. make decisions on a suitable course of action or plan
Plan and Organize :- The user/individual on the job needs to know and understand how to: SB2. plan and organize people and resources to deal with risks/ hazards that lie within the scope of one’s individual authority
Customer Centricity :- The user/individual on the job needs to know and understand how to: SB3. build and maintain positive and effective relationships with colleagues and customers
Problem Solving :- The user/individual on the job needs to know and understand how to: SB4. apply problem solving approaches in different situations
Analytical Thinking:- The user/individual on the job needs to know and understand how to: SB5. analyze data and activities
Critical Thinking:- The user/individual on the job needs to know and understand how to: SB6. understand hazards that fall within the scope of individual authority and report all hazards that may supersede one’s authority SB7. apply balanced judgements in different situations
Guidelines for Assessment :-
1 : Criteria for assessment for each Qualification Pack will be created by the Sector Skill Council. Each Performance Criteria (PC) will be assigned marks proportional to its importance in NOS. SSC will also lay down proportion of marks for Theory and Skills Practical for each PC.
2 : The assessment for the theory part will be based on knowledge bank of questions created by the SSC.
3 : Assessment will be conducted for all compulsory NOS, and where applicable, on the selected elective/option NOS/set of NOS.
4 : Individual assessment agencies will create unique question papers for theory part for each candidate at each examination/training center (as per assessment criteria below).
5 : Individual assessment agencies will create unique evaluations for skill practical for every student at each examination/training center based on this criterion.
6 : To pass the Qualification Pack, every trainee should score a minimum of 70% of aggregate marks to successfully clear the assessment.
7 : In case of unsuccessful completion, the trainee may seek reassessment on the Qualification Pack.
