📅 30-Hour Digital Marketing Schedule

• The Digital Revolution & DM vs Traditional Marketing with real campaign cost comparisons
• The Marketing Trinity: Content, Distribution, Conversion explained
• Industry Reality Check: What agencies actually do vs myths
• Skills Inventory: Technical, Creative, Analytical trifecta
• Career Paths: Specialist vs Generalist, Agency vs In-house vs Freelance
• Marketing Funnels: AIDA & TOFU-MOFU-BOFU frameworks
• Case Study: Lakmé Fashion Week 7M+ reach campaign breakdown

Teams save a failing café from Starbucks (40% revenue drop). Each team faces unique constraints: no social media, tiny budget, 7-day deadline, or narrow audience. Create 5-min pitch with channels, hero content idea, ₹50K budget allocation, and 30-day projections.

• Consumer Buying Behavior: Complete 6-stage journey from problem recognition to post-purchase evaluation
• Psychological Triggers: Scarcity, Social Proof, Authority, Reciprocity, Commitment, Liking
• Target Audience Deep Dive: Demographics, Psychographics, Behavioral data
• Competitor Analysis Framework: SWOT + Digital Presence Audit
• SMART Goals Masterclass: Electrolux campaign example (170 leads, 35% budget saved)
• Jobs-to-be-Done Framework: What customers "hire" products to do
• Emotional vs Rational Decision Making: B2C vs B2B differences

Create detailed customer persona for assigned product (luxury apartment, budget phone, coding bootcamp, skincare brand, or grocery app). Include: demographics, day-in-life timeline (6AM-11PM), pain points, digital footprint, purchase triggers, and one Instagram DM they'd respond to. TWIST: Also write "The Rejection Reason" - why they WON'T buy. Peer critique process.

• How Google Actually Works: Crawling, Indexing, Ranking demystified
• On-Page SEO Essentials: Title tags, meta descriptions, headers, URL structure, internal linking
• Keyword Research with Google Keyword Planner, Answer the Public, SEMrush basics
• Search Intent: Navigational, Informational, Commercial, Transactional
• Technical SEO: Site speed, mobile-first, SSL, XML sitemaps
• Content Optimization: Semantic SEO vs keyword density myths
• Off-Page SEO Preview: Backlinks and domain authority concepts
• Case Study: Rajesh LifeSpaces 25% organic session increase

Pairs audit real website (local businesses provided). Find 10 SEO problems (missing metas, slow speed, broken links). Identify 5 keyword opportunities using free tools. Analyze top 3 competitors for one keyword. Write 3 optimized titles & meta descriptions. Create priority action list. Tools: PageSpeed Insights, Ubersuggest, META SEO Inspector.

• Content vs Copy: The critical difference explained
• Copywriting Formulas: AIDA, PAS (Problem-Agitate-Solution), FAB (Features-Advantages-Benefits), 4Ps
• Headline Writing: 15 proven templates that drive clicks
• Emotional Triggers in Copy: Fear, Greed, Belonging, Curiosity
• Content Types: Blogs, social captions, emails, product descriptions, ad copy
• CTA Mastery: Weak vs Strong calls-to-action
• Storytelling in Marketing: Brand narratives that stick
• AI in Content: ChatGPT, Jasper, Copy.ai - tools and ethics

3 speed rounds: (1) Write 5 headlines for same product - electric toothbrush, yoga classes, cloud storage, protein powder, or airline tickets (2) Write 3 different ad copies: Facebook ad, Google search ad, Instagram story ad (3) Write 10 email subject lines: cart abandonment, welcome, limited offer. Peer voting on best. Start personal swipe file.

• Google My Business Complete Setup & Optimization checklist
• Local SEO Factors: NAP consistency, citations, reviews
• Google Maps Ranking: Proximity, relevance, prominence
• Review Management: Getting, responding to, leveraging reviews
• Local Content Strategy: Geo-targeted blog posts
• Google Posts: Updates, offers, events, products
• Voice Search Optimization: "Near me" queries
• Multi-Location SEO for chains

Find 3 local businesses with unclaimed/poorly optimized GMB listings. Create complete optimization plan for one: business info, categories, 750-char description, 10 photo ideas, 5 Google Posts concepts, review generation strategy, local content ideas. Role-play: pitch GMB optimization services to "business owner" (student pairs).

• Backlink Fundamentals: What makes a quality link
• Domain Authority vs Page Authority metrics
• Link Building Strategies: Guest posting, broken link building, resource pages, digital PR, HARO
• Content That Attracts Links: Research studies, infographics, tools, ultimate guides
• Outreach Mastery: Cold email templates that work
• Competitor Backlink Analysis: Stealing competitors' links ethically
• Internal Linking Strategy: Topic clusters and pillar pages
• Google Search Console Mastery: Using data to improve rankings

Competitive teams find 20 backlink opportunities for sample website (eco-friendly home products niche). Categories: 4 guest post opportunities, 4 resource pages, 4 broken links to replace, 4 competitor backlinks, 4 HARO opportunities. Use Google search operators (inurl:write-for-us) and free tools. Create spreadsheet with likelihood scores.

• Platform Algorithms Decoded: What Instagram/Facebook actually reward
• Content Pillars: Education, Entertainment, Inspiration, Promotion (80/20 rule)
• Instagram Strategy: Feed posts, Stories, Reels, IGTV, Lives
• Hashtag Strategy: Research, branded, trending, banned hashtags
• Content Calendar Creation: 30-day planning framework
• Engagement Hacks: DM strategy, story replies, comment engagement
• Meta Business Suite: All-in-one management
• Case Study: Supreme Universal #EduSelfie - 10K UGC, 200K reach, zero paid media

Create 7 days of Instagram content for assigned brand (fitness studio, sustainable fashion, cloud kitchen, co-working space, or pet care). Deliverables: 7 feed post concepts with captions, 3 Reel ideas (hooks, transitions, trending audio), 5 Story sequences (polls, questions, quizzes), 10 hashtags per post, caption template library. Create one viral Reel concept. 3-min pitch to class.

• LinkedIn Algorithm: How posts go viral in professional networks
• Personal Brand Building: Profile optimization, banner, featured section
• LinkedIn Content Strategy: Articles, posts, polls, newsletters, videos
• B2B Lead Generation: Connection requests, InMail, Sales Navigator basics
• Twitter/X Strategy: Threads, engagement, trending topics, communities
• Tweet Formulas: 10 proven templates for engagement
• Thought Leadership: Positioning yourself as an expert
• Networking Strategy: Building meaningful professional relationships

Optimize own LinkedIn profile: compelling headline (beyond job title), storytelling "About" section, featured section with best work, custom banner. Write 3 LinkedIn posts (lesson from course, controversial opinion, personal story with business lesson) + 1 Twitter thread (10 tweets on "Digital Marketing for Beginners"). Engage with 5 posts, connect with 3 classmates. Peer profile review.

• The Video Revolution: Why algorithms favor video (watch time > likes)
• Platform Comparison: Instagram Reels vs YouTube Shorts vs TikTok
• Hook Writing: First 3 seconds that stop the scroll
• Video Structure: Hook → Value/Entertainment → CTA (15-60 sec formats)
• Trending Audio Strategy: Finding and using viral sounds legally
• Transitions & Effects: Simple editing techniques that impress
• Text Overlay Strategy: Captions that keep people watching
• Batch Creation: Creating 30 videos in one day
• Equipment: Phone + ring light + tripod = enough

On-the-spot Reel creation using phones: (1) Educational - "3 Digital Marketing Myths Debunked" (2) Behind-the-Scenes - "Day in life of marketing student" (3) Trend-Jacking - use current trending audio (4) Tutorial - "Optimize Instagram profile in 60 seconds" (5) Storytelling - "Worst marketing mistake + what I learned". Each 15-60 sec, text overlays, hook in 3 sec, CTA. Use Instagram + CapCut. Class votes.

• Why Email Still Dominates: ROI of $36 for every $1 spent
• Email Types: Welcome series, newsletters, promotional, transactional, nurture
• List Building: Lead magnets, opt-in forms, landing pages
• Segmentation: Behavioral, demographic, engagement-based
• Email Copywriting: Subject lines, preview text, body, CTAs
• Design Best Practices: Mobile-first, above fold, single CTA
• Automation Workflows: Welcome, abandoned cart, re-engagement, upsell/cross-sell
• HubSpot: CRM setup, contact management, campaigns, workflows
• Case Study: JP Infra 7,500+ leads - email nurturing role

Create free HubSpot account. Build complete email campaign for online course launch (₹4,999, 30% off, first 50 buyers, 7 days). Deliverables: Lead magnet design, 3-email welcome sequence (immediate, day 2, day 4), launch email, follow-up email (day 7). Write all 5 subject lines, craft email copy, design simple templates, set up automation workflow. Subscribe to peers' campaigns.

• Google Ads Ecosystem: Search, Display, Video, Shopping, App campaigns
• How Auctions Work: Quality Score + Bid = Ad Rank
• Campaign Structure: Account → Campaigns → Ad Groups → Keywords → Ads
• Keyword Match Types: Broad, Phrase, Exact, Negative keywords
• Ad Copy Formula: Headlines + descriptions + extensions
• Quality Score Mastery: Expected CTR, ad relevance, landing page experience
• Bidding Strategies: Manual CPC, Enhanced CPC, Target CPA, Maximize Conversions
• Ad Extensions: Sitelinks, callouts, structured snippets, call extensions
• Landing Page Optimization: Message match, load speed, mobile

Teams of 3 create campaign for local gym (₹30K budget, 100 memberships, ₹300 CPA target, New Year campaign). Roles: Account Manager (strategy), Copywriter (ads), Analyst (keywords & budget). Deliverables: 20 keywords with estimated CPC, negatives list, 3 ad groups with 6 total ads, budget allocation, landing page wireframe. 5-min client pitch.

• Meta Ads Manager: Campaign structure and navigation
• Campaign Objectives: Awareness, Consideration, Conversion
• Audience Targeting: Demographics, interests, behaviors, custom audiences, lookalike audiences
• Ad Placements: Feed, Stories, Reels, Marketplace, Audience Network
• Creative Best Practices: Image, video, carousel, collection ads
• Pixel Installation: Tracking conversions and building audiences
• Retargeting Strategy: Website visitors, video viewers, engaged users
• A/B Testing: Creative, copy, audiences, placements
• Case Study: Electrolux 170 leads - targeting & creative strategy

Create Meta campaign for assigned product (premium headphones, plant delivery, makeup course, water bottle brand, or music festival). Budget: ₹25K/15 days. Deliverables: 3 audience targets + custom + lookalike, 3 image ad mockups, 1 video storyboard, 1 carousel (5 cards), retargeting funnel (cold/warm/hot). Peer scoring on targeting, creative, copy, likelihood to succeed.

• Google Analytics 4 (GA4): Setup, navigation, key differences from Universal Analytics
• Essential Metrics: Users, sessions, page views, bounce rate, session duration, conversions
• Traffic Sources: Organic, paid, social, referral, direct, email
• Behavior Analysis: Landing pages, exit pages, site search, events
• Audience Insights: Demographics, interests, devices, locations
• Conversion Tracking: Goals, funnels, e-commerce tracking
• Google Tag Manager: Container setup, tags, triggers, variables
• Attribution Models: First-click, last-click, linear, time-decay

Analyze 3-month e-commerce campaign data (GA4 demo account or screenshots). Identify 3 critical problems (high bounce rate, funnel drop-offs, underperforming sources, device issues). Provide 5 actionable recommendations with priority (high/medium/low). Create success metrics dashboard mockup. Expected impact of each recommendation. 30-day action plan. 5-min stakeholder presentation.

• AI Revolution in Marketing: Current state and future trends
• Content Creation AI: ChatGPT, Claude, Jasper, Copy.ai - strengths and limitations
• Design AI Tools: Canva Magic Write, DALL-E, Midjourney, Adobe Firefly
• Video AI: Descript, Pictory, Synthesia for editing and creation
• SEO AI Tools: SurferSEO, Clearscope, MarketMuse for content optimization
• Email AI: Personalization at scale, subject line optimization
• Social Media AI: Hootsuite AI, Later's AI caption writer, scheduling automation
• Ethical Considerations: Disclosure, authenticity, over-reliance risks
• Prompt Engineering: Getting better results from AI tools

45-min speed challenge: Create complete 7-day campaign using ONLY AI tools (eco-friendly water bottles, ₹799, 25-35 age, 200 visitors, 20 sales goal). Use AI for: market research, persona, 7 Instagram captions, 3 ad concepts, video script, 3 emails, blog outline, Facebook/Google ads, landing page copy. Document every prompt used. Track time per deliverable.

• Portfolio Building: What clients/employers want to see - process over perfection
• Case Study Format: Problem → Strategy → Execution → Results → Learnings
• Presentation Skills: Storytelling in business context
• Client Management: Setting expectations, communication, reporting
• Freelancing vs Agency vs In-house: Career path decisions
• Continuous Learning: Resources, certifications, communities
• Industry Trends 2025: AI content, zero-party data, privacy-first, AR/VR
• Q&A: Career advice, course retrospective, networking tips

Solo/pairs create 90-day campaign for chosen client: restaurant chain (40% online orders increase), sustainable fashion brand (zero paid ads launch), real estate (20 luxury apartments), edtech startup (1000 trial users), or personal brand consultant (10 high-value clients). 8-min presentation: situation analysis, strategy & goals, tactical execution, measurement framework, creative showcase. Evaluated by panel. Top 3 win LinkedIn recommendations + portfolio write-ups.