As Guest Faculty at IIT Kharagpur, digital marketing workshop at IIT, KGP

Excel in Digital Marketing with Omkar Nath Nandi: Learn Data-Driven Strategies, AI Integration, SEO, PPC, and Analytics at IIT Kharagpur Workshop

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In November 2015, I had the honor of conducting a two-day Digital Marketing workshop at the prestigious Indian Institute of Technology (IIT) Kharagpur. The workshop, held on November 7th and 8th, attracted students from various disciplines, offering them a comprehensive introduction to digital marketing. It was an enriching experience, not only for the students but also for me as a trainer, as I engaged with bright minds eager to delve into the evolving digital landscape.

Digital Marketing Workshop Overview: Introduction to Digital Marketing for IIT Students

The workshop was designed to provide students with a strong foundation in digital marketing, focusing on its strategic aspects, implementation techniques, and performance measurement. It covered a broad range of digital marketing topics, from SEO and PPC to UX and web analytics, enabling students to understand how digital marketing works in real-world scenarios.

Curriculum Structure

The two-day workshop was divided into eight comprehensive sessions, each targeting a specific area of digital marketing. Here’s a breakdown of the curriculum:

Day 1: Fundamentals of Digital Marketing
- Definition, Purpose, and Scope of Digital Marketing
  - Introduction to digital marketing and its impact on modern businesses.
  - Understanding the digital marketing funnel: Awareness, consideration, and conversion.
  - Key components of digital marketing: SEO, PPC, social media, email, and content marketing.
  - Real-world case studies showcasing successful digital marketing campaigns.
- Planning, Strategy, and Testing
  - How to plan and execute digital marketing campaigns.
  - Building an effective digital marketing strategy tailored to specific business goals.
  - A/B testing for landing pages, ad copies, and email campaigns to enhance performance.
  - Interactive exercise: Students created basic digital marketing strategies for hypothetical brands.
Day 1 (Continued): Search Engine Marketing
- Search Engine Optimization (SEO)
  - On-page SEO: Keyword research, metadata optimization, and content structure.
  - Off-page SEO: Link-building, guest blogging, and domain authority.
  - Technical SEO: Mobile optimization, site speed, and schema markup.
  - Practical session: Students performed SEO audits using tools like Google Search Console and Ahrefs.
- Pay-Per-Click (PPC) Advertising
  - Overview of PPC advertising on Google Ads, Bing Ads, and social media platforms.
  - Campaign setup, ad creation, and budget allocation.
  - Analyzing campaign metrics: CTR, conversions, and ROI measurement.
  - Hands-on exercise: Students set up a basic PPC campaign using Google Ads, targeting specific keywords and demographics.
Day 2: Advanced Digital Marketing Techniques
- Email Marketing
  - Building an email marketing strategy: From list segmentation to campaign design.
  - Writing effective email copy for engagement and conversion.
  - Setting up automation for lead nurturing, drip campaigns, and promotional offers.
  - Workshop: Students created an email marketing campaign using Mailchimp.
- Social Media Marketing
  - Creating a social media strategy across platforms like Facebook, LinkedIn, Twitter, and Instagram.
  - Organic vs. paid social media campaigns: Best practices for engagement and lead generation.
  - Content planning, scheduling, and analytics for social media growth.
  - Practical session: Students developed a content calendar for a hypothetical brand, focusing on engagement metrics.
Day 2 (Continued): Mobile Marketing and User Experience
- Mobile Marketing and Apps
  - Mobile advertising strategies, app promotion, and mobile-first website design.
  - Analyzing mobile user behavior and optimizing campaigns for mobile engagement.
  - App-based marketing tactics, including push notifications, in-app ads, and mobile app analytics.
- Usability & User Experience (UX)
  - The role of UX in digital marketing: Improving website navigation, mobile optimization, and page speed.
  - Conducting UX audits to identify and resolve website usability issues.
  - Designing user-friendly landing pages to enhance conversion rates.
Final Sessions: Analytics and Display Advertising
- Web Analytics and Metrics
  - Introduction to web analytics tools: Google Analytics, HubSpot, and heatmaps.
  - Setting up and tracking key metrics: Bounce rate, time on page, and conversion goals.
  - Real-time data analysis and performance optimization.
  - Interactive session: Students used Google Analytics to analyze website traffic data and suggest improvements.
- Online Display Advertising
  - Overview of display advertising: Banner ads, retargeting, and programmatic advertising.
  - Ad formats, targeting options, and performance measurement.
  - Case study analysis: Successful display advertising campaigns and their impact.

Teaching Methodology

The workshop was designed to ensure active participation, practical understanding, and hands-on experience:

Interactive Lectures: I used real-world case studies and success stories to explain digital marketing concepts, making them relatable and engaging for the students.
Practical Exercises: Each session was complemented with hands-on tasks, allowing students to implement the learned concepts on live platforms.
Collaborative Learning: Group activities encouraged teamwork and problem-solving, enhancing the learning experience.
Real-time Analytics: Students analyzed real-time data to understand digital marketing metrics, improving their decision-making skills.

Outcomes and Student Feedback

The workshop was well-received, with students expressing a keen interest in digital marketing as a career path. The hands-on approach allowed them to grasp the nuances of digital marketing tools and strategies, making the learning process effective and enjoyable. Many students followed up with me post-workshop to seek guidance on further exploring digital marketing and its applications.

Offering the digital marketing workshop to Other Organizations

This curriculum is adaptable and can be offered to other educational institutions or corporate training programs. It can be tailored to fit different durations (e.g., a week-long course or an intensive weekend workshop) depending on the requirements. Here’s how it can benefit other organizations:

Universities and Colleges: As an introductory or advanced course for undergraduate, postgraduate, or certificate programs in business, engineering, or media studies.
Corporate Training Programs: For marketing teams aiming to upskill in digital marketing strategies, analytics, and campaign management.

Why Choose This Workshop?

This workshop offers a deep dive into digital marketing, covering both strategic planning and practical implementation. Key benefits include:

Comprehensive Curriculum: Covers the full spectrum of digital marketing, from basics to advanced topics, ensuring a holistic understanding.
Hands-on Experience: Real-world projects and tasks help participants apply theoretical knowledge effectively.
Latest Tools and Techniques: Exposure to tools like Google Analytics, Ahrefs, Mailchimp, and social media platforms ensures participants are industry-ready.
Experienced Mentor: With over 15 years of experience and a track record of mentoring over 80,000 students globally, I bring a wealth of knowledge to this workshop.

Conclusion

My experience as a guest faculty at IIT Kharagpur has been immensely rewarding, allowing me to contribute to the students’ understanding of digital marketing. I am open to offering this workshop to other universities, colleges, or organizations interested in equipping their students or employees with cutting-edge digital marketing skills.

If you wish to host this workshop at your institution or organization, please feel free to reach out.

Join Now – Complete Digital Marketing and SEO Masterclass

Omkar’s Profile Site:

This segment introduces Omkar Nath Nandi’s professional website, which showcases his career journey, achievements, and expertise in digital marketing. It acts as a comprehensive portfolio of his work, detailing successful projects, campaigns, and strategies across various digital marketing channels. Visitors can explore his skills, certifications, and contributions to the industry, making it a resource for potential clients, collaborators, and students seeking to learn from his experience.

News Letter – What is digital marketing:

Omkar’s LinkedIn newsletter series titled “What is Digital Marketing” is a regular publication aimed at providing comprehensive insights into various digital marketing areas. Each issue covers specific topics, from foundational strategies to advanced techniques, tailored to enhance marketers’ skills. It serves as a valuable resource for both beginners and experienced professionals, offering in-depth analysis, case studies, and tips to succeed in the digital marketing space.