Digital Marketing

GIPA's Digital Marketing program is designed for current or beginner marketers, freelancers, recruiters, owners of small and medium-sized businesses who want to master the proper use of digital marketing strategies and digital advertising tools, raise knowledge about existing trends and obtain international certificate. The course is focused on practical teaching method.

Participants will gain the knowledge necessary to plan, run, monitor campaigns, analytics, optimize and report effective advertising.

After the successful completion of the program, the graduates will know the specifics of working with the main platforms, the algorithms of advertising and will be able to completely and independently build an advertising campaign of any complexity in correctly defined media channels, manage and permanently improve the main indicators of the performance of the organization's digital channels.

At the end of the course, they will be provided with the digital channel media guide, which will help them to develop independently in the future and find relevant news and campaign reporting guidelines  for submission within the company or to an external client.

Upon completion of the program, participants will be able to pass the official Meta exam and become Certified Meta Managers.

Within the program, participants will learn:

• Digital Marketing Strategy Planning
• Read and understand brief and plan the relevant campaign
• Accurately definine audience and advertising channels
• Macro and micro segmentation
• Talking and dialogue with the client and the customer
• International terminology related to digital marketing
• Digital media's "do's and dont's": what works and what does not work in digital marketing
• Techniques for properly organizing the structure of the website
• Optimization of technical SEO
• Web programming Html, javascript and JSON code reading and analysis 
• Testing and analysis of advertising campaigns
• Budgeting and reporting of digital campaigns with customers
• Google Looker Studio Analytics and ways of integrating in social media networks

 After completing the program, participants will be able to:

• Set up campaign structure in Meta Ads Manager and Google Ads (facebook, instagram, whatsapp, threads, linkedIn, youtube, tiktok, reddit, medium, X)
• Plan results-oriented targeted campaigns that will respond to business demands
• Proper budgeting of advertising campaigns
• Website optimization according to business KPIs
• Submit analytical reports to the client (written and oral feedback)
• Develop recommendations for future improvements

 META Certificate - Certified Digital Marketing Associate

Upon successful completion of the program, participants will take a short preparatory course for meta certification, where they will test and evaluate their abilities. The META certificate confirms participant's knowledge in the principles of  Facebook, Instagram, whatsapp advertising algorithms and auctions.

GIPA University offers participants to take the Meta exam on the spot at the GIPA office in compliance with the relevant guidelines. After successful passing of the exam, META certificate is issued, which confirms the status of the participant -  certified digital marketer specialist (associate), which is recognized worldwide, including on the Upwork platform for freelancer registratrion and therefore, greatly simplifies the search process of the graduate student at Linkdin.

The terms of the META certificate issued at the University of GIPA,  unlike the standard 1 year, is 2 times longer and includes a 2.5-year period. After the expiration of the certificate, in case of passing the additional exam, the period of the certificate shall be extended to the participant. It should also be noted that the examination process itself is simplified for GIPA representatives compared to the standard one.

Program content

Module 1: Introduction to marketing and branding

1. Introduction to digital marketing

• The essence of digital marketing
• Digital marketing platforms, their importance and characteristics
• Digital Marketing Types - SEM, Display, Affiliate, Influencer
• Traditional Digital Marketing
• Creating a digital marketing strategy and its importance for business success
• Georgia's situation in the digital marketing market 

2. Fundamentals of branding 

• The role of brand manager in the organization
• Brand Communication in Digital

Module 2: Digital Marketing Module

3. Digital Marketing Strategy

• Basic principles of strategy
• Research on Digital Strategy
• Trend Recognition and Strategy Determination
• Implementation of digital strategy
• Setting Digital Strategy Objectives and KPIs
• SMART Goals

3. Digital Marketing Tools

• Social listening ( social listening)
• Content Marketing
• Influencer Marketing
• Partisan Marketing in Digital
• Forums
• Youtube Marketing
• Meta: Facebook, Insagram, Whatsapp, threads
• SMS & Email Marketing
• Twitter/X/Reddit
• TikTok
• Pinterest
• Medium
• LinkedIn
• Telegram
• CRM system Facebook Page Management

4. Facebook Page Management

• Creating a page and sorting the technical side
• Initial stage, launch of the first advertisement and selection of the audience
• Frequently asked questions and beginner mistakes
• Facebook Page Optimization
• The importance of SEO on  the Facebook page and other social media
• How to optimize our social page in search engines (SEO)
• Facebook page automation

5. Creating and adjusting the advertising part of  Meta Busines & Ads Manager

• Create  & Use Meta Ads
• First ad in Meta Ads
• Variety of advertisements, their purpose and classification
• Ad budgeting & optimization
• List of countries where Facebook ads are the cheapest fit and Georgia's positions
• Billing and payment system operation
• Advertising account levels and methods of maintaining them at a high level
• Correct synchrony of spiders 

6. Key functionality of Meta Ads Manager advertising tools and  (ODAX)  update

• Awareness
• Consideration
• Conversion
• Pixel, Conversion API
• Account Quality
• Media Library
• Store Locations
• Automated Rules
• Creative Hub
• Page Posts
• Commerce Manager
• Audiences
• Importance of Auction in Advertising Work (Vickrey-Clarke-Groves Auction) 

7. Facebook Reporting & Insights Statistics

• Benchmarks and metrics when reporting and submitting
• Ads Reporting
• Analytics
• Attribution
• Audience Insights
• Brand Collabs Manager
• Creative Reporting
• Experiments
• Traffic Analysis Report

8. Instagram Management Principles

•  Using Meta Business Manager & Ads Manager in Instagram Page Optimization
• Instagram page integration and management through Business Manager
• Instagram Strategies and Catching the Right Direction
• Instagram algorithm and #hashtag marketing
• Reels' algorithm, organic work and advertising
• Principles of LinkedIn Management
• Social.Purpose and importance of the network
• Linkedin algorithm
• Linkedin profile and page, their creation and optimization
• Create, use and classify  Linkedin's Ads Manager 

9. E-mail Marketing

• Creating a base
• Determination of the frequency of emails
• Content
• Email

Module 3: Advertising Module

10. Meta Ads

• MetaPolicy - how to overcome and adapt to the rules
• Communication with support and conversation principles 
• Prohibited products, advertisements and the need for a license
• Why Georgian advertising accounts and methods are blocked
• Native advertising
• Defining campaign goals and budgets
• Audience Determination (Pixel Management, Event Management, Conversion API)
• Pages, groups, marketplace, video content
• Creating an advertising campaign
• Reporting 

11. Principles of Proper Advertising

• Methods of leaving the target audience: how to show the product to the customer who may be our potential client
• Correct template and selection rules
• Three-level template method
• How to generate lead and build a sales channel (Sales Funnel), Basic Overview (GERU simulations)

Module 4 : GOOGLE ADS Module

12. Google Ads - Advertising in Google Search Engine (SEM) 

• Basic Principles of Google Search Engine Advertising
• Campaign management - structure and tools
• Creating a SEM campaign
• Basic principles of Google Display and video advertising
• Ad formats: Google display and video advertising
• How to create target audiences
• Analysis and optimization of advertising campaign
• Basic principles of web audit
• Create and implement a Google Analytics account
• Monitoring advertising campaigns and traffic
• Google Bert and Google hummingbird update
• Authenticity of Google news and work in the update process
• Working on the project in the process of significant renewal 

13. Website Marketing (SEO)

• SEO vs SEM
• SEO PRINCIPLES
• Generate search words and unique content
• SEO Analysis
• Optimization of positions in organic search engine
• Website reflection on the Google search engine
• Website audit and analysis for  SEO optimization
• Importance of backlinks for Website Success
• Stages of SEO research and SEO Optimization
• Google trend and verification of chips
• Paid and free tools for SEO optimization 

14. Further stages of SEO optimization

• Hosting and CDN Hosting
• Methods of proper use of 301, 302, 303, 307 and 308 Redirects
• Value of hyphens in  URL link
• Cornerstone and pillar page, their meaning and proper use
• Website and HTML markup architecture
• Importance of  experienced copywriter in SEO Optimization Process
• Dates and correct expectations

15. Wordpress and CMS Systems

• SEO optimization on the example of a Wordpress website  (assembly of a test website)
•  SEO optimization on Wix CMS system
• Custom CMS i.e. Manually written web site SEO optimization
• Custom CMS and ready-made CMS engine SEO optimization
• Meaning of Valid HTML on a hand-written web site 

16. Social Network - YouTube

• Introduction to YouTube Organic Marketing
• SEO Optimization Basics for  YouTube Video
• Captions, tags, transcripts and their meaning for video search
• The technical side and its importance in the process of channel development
• Licenses and rules during video posting

17. Website Optimization / Technical SEO and Importance of prorgaming language in  SEO Optimization 

• Web Structure
• Basic Principles of UX/UI Web Design
• Key Metrics and their Analysis
• Importance of the technical side of the website in  SEO optimization
• Google Bot, Google Search Console and Google Analytics 4
• What is Structured Data Dataorg
• Introduction to HTML Programming Language and General Web Programming
• org, Structured Data and Technical SEO
• Javascript and rendering problems and their meaning
• Meaning of Valid HTML during  SEO optimization
• Meaning of Hreflang during  SEO optimization 

18. Introduction to E-mail Marketing

• Importance of E-mail Marketing for Business Sector
• Targets and relevant expectations
• Basic platforms and the rules for their use
• Custom E-mail server of Outsourced Company Service
• Creating test campaigns on the example of Mailchimp
• Medium Blog Development and SEO

19. E-commerce

• E-commerce website
• Dropshipping
• Sales funnels
• Assembling and integrating a Wix store at a baseline level
• E-commerce and Social Network Ad Optimization
• Required metrics of analyzing the e-commerce campaign

 Module 5: Law Module 

20. Legal Framework in Georgia

• Legal Framework for Digital Marketing in Georgia
• Digital Freelancing
• Intellectual Property in Digital

 Module 6: Communication Module 

21. Communication and behavioristics

• Customer behaviour in digital media
• Features of user behaviour

Duration of study: 4 months.  Lectures are held three times a week, on weekdays from 19:00 to 21:00 and on weekends from 10:00 to 17:00.

Teaching language: Georgian, the reading materials are mainly in English

Study takes place in an interactive mode and includes a mix of theory and practice.

Upon sucessful completion of the program, participants will awarded with the Junior Digital Marketer (JDM) certificate.

Also,  at the end of the program, a meta certificate (first level) and a Self Development roadmap will be issued, that will serve as a recommendation type document for future self development, in particular, includes news dating resources and further development guidelines.

Certificates are graded and vary according to the participant’s achievements.

Prerequisites for receiving the certificate include: receiving a minimum, positive grade in each module; Preparation and presentation of the final, individual project. 

Successful graduates of the program will have the opportunity to attend any meeting on the next training program for free and get video recordings of the course as a gift.