Foundations of Digital and Social Media Marketing

• In this course, you will learn to:
• Define the fundamental concepts of digital marketing and its importance in contemporary business strategies
• Identify various types of digital marketing channels, including instant messaging, social media, and email marketing
• Organize the differences between traditional and digital marketing methods to understand their respective advantages and disadvantages
• Summarize the role of SEO in improving website visibility and search engine rankings
• Compare different digital marketing strategies, such as pay-per-click, affiliate marketing, etc.
• Report on the impact of digital marketing on brand awareness and customer engagement in real-world scenarios
• Classify the components of effective social media marketing strategies
• Diagnose common mistakes in social media marketing and propose strategies to avoid or rectify them
• Operate social media management tools and analytics platforms to monitor performance metrics and optimize marketing campaigns
• Find innovative ways to use emerging trends such as short-form videos, live streaming, and visual storytelling in social media marketing
• Predict future trends in digital marketing, including advancements in technology
• Examine the psychological principles underlying user engagement on social media platforms
• Differentiate between ethical and unethical practices in digital marketing and propose ethical guidelines for responsible marketing conduct

• At the end of this course, learners will be able to:
• Interpret the significance of digital marketing in the context of traditional marketing practices
• Illustrate the various types of digital marketing channels and their respective advantages and disadvantages
• Paraphrase the role of search engine optimization (SEO) in improving website visibility and ranking on search engine results pages
• Estimate the impact of content marketing and social media marketing strategies
• Defend the importance of influencer marketing and marketing automation in contemporary digital marketing strategies
• Compare different methods for measuring the effectiveness of email marketing campaigns and mobile marketing initiatives
• Review case studies of successful viral marketing campaigns and analyze their key components for replicable success
• Rewrite outdated social media marketing practices to align with current trends and consumer preferences
• Construct a comprehensive social media marketing strategy
• Estimate the potential ROI of integrating online and offline marketing strategies for brand promotion and customer engagement
• Appraise the ethical considerations and regulatory compliance requirements in digital marketing practices
• Combine psychological insights into user behavior with creative content strategies
• Solve common challenges in social media marketing, such as negative feedback management, over-promotion, etc.

The academic approach of the courses focuses on the “work-centric” education i.e. begin with work (and not from a book!), derive knowledge from work and apply that knowledge to make the work more wholesome, useful and delightful. The ultimate objective is to empower the Learner to engage in socially useful and productive work. It aims at leading the learner to his/her rewarding career as an employee or entrepreneur as well as development of the community to which s/he belongs. Learning methodology:

• Step -1: Learners are given an overview of the course and its connection to life and work.
• Step -2: Learners are exposed to the specific tool(s) used in the course through the various real-life applications of the tool(s).
• Step -3: Learners are acquainted with the careers and the hierarchy of roles they can perform at workplaces after attaining increasing levels of mastery over the tool(s).
• Step -4: Learners are acquainted with the architecture of the tool or tool map so as to appreciate various parts of the tool, their functions, utility and inter-relations.
• Step -5: Learners are exposed to simple application development methodology by using the tool at the beginner’s level.
• Step -6: Learners perform the differential skills related to the use of the tool to improve the given ready-made industry-standard outputs.
• Step -7: Learners are engaged in appreciation of real-life case studies developed by the experts.
• Step -8: Learners are encouraged to proceed from appreciation to imitation of the experts.
• Step -9: After the imitation experience, they are required to improve the expert’s outputs so that they proceed from mere imitation to emulation.
• Step-10: Emulation is taken a level further from working with differential skills towards the visualization and creation of a complete output according to the requirements provided. (Long Assignments)
• Step-11: Understanding the requirements, communicating one’s own thoughts and presenting are important skills required in facing an interview for securing a work order/job. For instilling these skills, learners are presented with various subject-specific technical as well as HR-oriented questions and encouraged to answer them.
• Step-12: Finally, they develop the integral skills involving optimal methods and best practices to produce useful outputs right from scratch, publish them in their ePortfolio and thereby proceed from emulation to self-expression, from self-expression to self-confidence and from self-confidence to self-reliance and self-esteem!

Evaluation Pattern of KLiC Courses consists of 4 Sections as per below table:

YCMOU Mark Sheet

Printed Mark Sheet will be issued by YCMOU on successful completion of Section 1, Section 2 and Section 3 and will be delivered to the learner by MKCL.
YCMOU Mark Sheet will be available only for Maharashtra jurisdiction learners

MKCL's KLiC Certificate

The certificate will be provided to the learner who will satisfy the below criteria:

1. Learners who have successfully completed above mentioned 3 Sections i.e. Section 1, Section 2 and Section 3
2. Additionally, learner should have completed Section 4 (i.e. Section 4 will comprise of SUPWs i.e. Socially Useful and Productive Work in form of Assignments)
   • Learner has to complete and upload minimum 2 out of 5 Assignments