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| Section | Weight | Objectives |
|---|---|---|
| Topic 1: Email Marketing | 10% | - Open/click optimization - Campaign design & automation - Deliverability & compliance - List building & segmentation |
| Topic 2: Search Engine Optimization (SEO) | 20% | - Off-page & link building - Local SEO & mobile optimization - On-page optimization - Technical SEO |
| Topic 3: Search Engine Marketing (SEM) & PPC | 15% | - Campaign optimization - Ad creation & landing pages - Keyword strategy & bidding - Paid search campaigns |
| Topic 4: Web Analytics & Measurement | 10% | - Google Analytics & tools - ROI analysis & optimization - Tracking & reporting |
| Topic 5: Digital Marketing Strategy & Fundamentals | 15% | - Core concepts and framework - Market analysis and audience targeting - Goal setting and KPIs |
| Topic 6: Social Media Marketing | 15% | - Content planning & community management - Platform selection & strategy - Social media advertising - Engagement & growth tactics |
| Topic 7: Content Marketing | 15% | - Content performance tracking - Storytelling & brand voice - Content strategy & creation - Distribution & promotion |
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