Certificate Program in Search Engine Optimization 24 hours, Part-time Program

www.thedmti.com

2

2

DMTI: The only Digital Marketing training company that engages top digital marketers to conceptualize and train. It is without doubt the leading name in the digital training domain and has revolutionized the way training is conducted.

1

The Digital Marketing Training Institute (DMTI)

is the leading Digital Media Marketing training

provider in the country. Founded in the year

2011, we are the only company that provides

training for all aspects of Digital Media viz.

Search Engine Marketing, Social Media

Marketing, Digital Data Analytics, Email

Marketing, Social Media Optimization, Online

Reputation Management, Mobile Marketing,

Advertising Sales, Digital Strategy, etc. at high

standards to ensure acceptability of the

industry.

Through our comprehensive offering of

training and qualifications, we help students,

professionals and corporates from various

marketing spheres build the knowledge, skills

and experience needed to compete in the

world of digital marketing and e-commerce.

2

DMTI is a consortium of thoughts of a bunch

of senior marketers in the industry and it not

only designs but also delivers digital marketing

courses at top business schools & corporate

houses. We also conduct our own programs in

various areas of Digital Marketing.

Our program curriculum is set by the industry

itself and is reviewed and updated every 3

months to reflect industry trends. The Experts,

certifying and delivering our courses are from

the industry and are guided by Stalwarts from

the industry to maintain the highest standards

of quality across all our programs in India.

3

3

Digital is reshaping the media industry Driven by increased internet penetration, wireless broadband and

mobile technology, consumers & businesses are increasingly shifting their attention from the traditional marketing media: television, radio, and print; to digital media for their entertainment, education, news and

business needs.

Even in developing countries like India, companies are realizing that they must connect with customers and other businesses through digital channels and adjust their marketing mix in order to succeed. Digital

marketing budgets are increasing dramatically, and digital media campaigns are becoming a pivotal part of effective marketing plans.

Digital Media Marketing is complex, highly interactive, information rich and delivers a real-time connect with the customer. Traditional Media

professionals with years of experience are grappling to understand the emerging medium & failing to catch up. Aspirants seeking jobs in this

lucrative and booming industry are ill equipped, due to the lack of organized and focused training.

4

4

1

Future of Digital Marketing

Where traditional career paths are coming to dead-ends, there are a wealth of new career

paths in digital media that are opening up for fresh graduates and those who are looking for a career change.

Digital media is receiving a tremendous

amount of support – the U.S. Bureau of Labor Statistics predicts that by 2018, more than 1.2 million new science, engineering & math-

related jobs will open up due to the fast-paced changes in technology across the

globe including growing markets such as China, India etc, and the digital media industry will flourish as a result. According to

AmitTripathi, Managing Director, IdeateLabs, “The Indian Digital Industry is set to grow to

7000 crores within the next 36 to 48 months. This will open up various job opportunities in advertising and marketing”.

The wide range of skillsets and positions within Digital Media also makes it a promising

field for job opportunities. Digital Media encompasses various functions: marketing,

consultancy, PR, content creation, social media, mobile, innovation or technology – all these fields are wide open to be explored.

The job titles that have emerged now didn’t even exist a few years ago; eg: Social Media

Editors, Digital Media Managers, Mobile Advertising Professionals, etc. Inforgraphic Source: www.webdamsolutions.com

2

- Ipsum

5

5

DMTI Board of Advisors Quality is at the heart of everything that we do at DMTI. To ensure that our programs are cutting edge

& updated with latest trends in the digital industry we put together a Board of Advisors. The BOA comprises of eminent personalities who represent advertising agency, publishing houses or media &

brands / clients.

Aditya Save, Chief Marketing Officer, People Interactive Mr. Save is currently CMO at People Interactive. Prior to this he was heading Digital Marketing & Media efforts for Marico; he has also worked on the Innovation portfolio. He led efforts on

incubation projects in Hair & Foods categories, working on end to end solutions from product configuration, marketing mix to final P&L delivery. He started his career in this dynamic media domain with the Hindustan Lever portfolio of brands. He has an in-depth understanding of the

media landscape & was amongst the first in the industry to try & apply Theory of Constraints to the marketing domain. His diverse portfolio includes handling various elements of marketing

spend to managing first point logistics, consumer promotions and supply chain sourcing to management. He has used tools like Kaizen & 5S in business areas that had been hitherto untouched by TQM. He has authored an article in The Journal of Direct, Data & Digital

Marketing Practice by Institute of Direct Marketing, United Kingdom, March 27, 2014.

Anurag Batra, Chairman- BW | Businessworld,GBN Media & Chairman and Editor-in-Chief, exchange4media Group Mr. Batra is an entrepreneur, media observer and a journalist all rolled into one. He is currently the Chairman GBN Media - BW | Businessworld. He is also the Chairman and Editor-in-Chief of

exchange4media Group. In 2006 the prestigious Management Development Institute (MDI) and Mr. Batra's Alma mater awarded him with “Most Distinguished Alumni of the Decade Award”. He

is also the member of the Sales & Marketing committee of the Delhi Management Association and President of the Franchising Association of India, Northern Chapter. Mr. Batra is passionate about Magazines and serves as Joint Managing Director of India's

leading fortnightly magazine Governance Now. He is also an honorary advisor to India's leading website on fashion, http://www.stylekandy.com/, and leading auto website

www.wheelsunplugged.com. Besides mentoring leaders within the institution of E4M and within the eco system of media and digital he is creating entrepreneurs.

Isaac Jacob, Head –Marketing, K.J.Somaya Institute of Management Studies & Research Mr. Isaac Jacob is a Marketing, Advertising, and Brand Management professional with over 28 years of experience. He has worked for brands such as Barbie Dolls, He-man and the Masters

6

6

of the Universe, Hotwheels (Mattel Inc.), Puma High Performance Sports Shoes, Lux, Citibank, Kodak, Mercedes-Benz, Smirnoff, Cadburys, Fevicol, etc.

He was the Vice President and Head Marketing-Tata Mutual Fund, President – Fortune Communications (JWT Group Co), Director MET Institute of Mass Media. His last Industry

assignment was as Chief Marketing Officer and Country Head-Customer Experience with YES Bank. He has lectured in a good number of Management Institutes on Marketing, Advertising and

Brand Management. To name a few, Bajaj Institute from 1988-2006, NMIMS MET, SCMHRD-Pune, Al Ghurair Management Academy-Dubai etc. He is currently pursuing a Ph.D Program

from the University of Mumbai in Marketing. Mahesh Murthy, Founder – Pinstorm, Managing Partner – SeedFund and Founder & Principal- Passionfund Mahesh has spent 30 years helping brands with marketing advice and 15 of those helping

startups with advice & funding. He has won awards as Creative Director on Unilever, The Economist, Pepsi & MTV. He helped create the first public UI for Yahoo in 95 and led the launch for Amazon in

97. After a successful NASDAQ IPO, Mahesh headed marketing at iCat, an e-com firm in Seattle managing over 6,000 e-businesses. iCat was bought by Intel.

He returned to India in 99 to turn around Channel V till its sale to Star TV in 2000, then founded Passionfund, his angel investing vehicle which backed Geodesic, WebDunia, Inkfruit and Doolally. Mahesh has penned columns in Business Today, Businessworld and WSJ. On

TV, he's played the Donald Trump role in Business Baazigar (2007), the Dragon's Den role on ETNow's Super Angels (2011, 2012) and Bloomberg TV the Pitch (2013).

Mahesh set up digital business consulting firm Pinstorm in 2004. It's a well-regarded business transformation boutique, creating market- and award-winning strategy, tech & work on the region's most-aggressive brands. Mahesh loves early-stage investing and co-founded what is

now India's best-known VC fund, Seedfund. It was voted "India's best VC fund" by LPs in 2010 & 2013 and has had India's biggest-ever exits, with RedBus and CarWale. Mahesh is a popular

speaker on corporate & college campuses, and considered a thought leader on digital transformation. Punitha Arumugam, Director – Agency Business, Google India Punitha Arumugam has been Director of Agency and Advertiser Relations of Google Inc

since April 2012. Ms. Arumugam served as the Chief Executive Officer of Madison Media Group at Madison Communications Pvt. Ltd until March 2012. She has over 15 years of experience in all facets of media - strategy, planning, buying, research and operations.

7

7

She has worked with several agencies like O&M & Initiative Media and in several markets like Chennai, Bangalore and Mumbai before joining Madison. Her experience spans a wide range

of industries including FMCGs, durables and financial services. She was voted as the 4th most influential person in the Indian Media Industry by Brand Equity Ad Agency Reckoner 2005.

Rammohan Sundaram, Co-Founder @VelfieApp and Mobi First Media. Board Observer – Simpli5d Technologies Rammohan Sundaram has a successful track record of turning around businesses and taking start-ups from ground zero to multimillion dollar businesses in a short period of time. A proven General Manager with P&L responsibilities and multi-region exposure in highly

complex hierarchical and high pressured environments with focus on timely delivery of business objectives.

Serial Entrepreneur with two exits to Bertelsmann AG (NetworkPlay 2012) and SVG Media (PlatformPlay 2014). He is a highly accomplished leader with phenomenal team building capabilities including attracting best talent and retaining the same across Engineering,

Product, Sales, Business Development, Partnerships/Alliances, Marketing and Finance. He is an action oriented strategist with a drive for Innovation in cross-functional environment

with exposure in Digital Media, Advertising and Consumer Facing Internet businesses. Vikas Tandon, Managing Director, Indigo Consulting Mr. Tandon is a first generation entrepreneur and leads one of India’s leading digital marketing and web development agencies, Indigo Consulting (www.indigo.co.in) which provides Web Site Design, Online Marketing, Social Media Marketing, Usability Testing and

Mobile Marketing solutions to blue chip clients like HSBC, Thomas Cook, HDFC Bank, Tata AIG General Insurance, Asian Paints and Hindustan Unilever. Indigo Consulting is one of

India’s best performing digital agencies with an enviable track record of growth, profitability and client retention. He was awarded Digital Entrepreneur of the Year 2012 at the WAT Awards.

In February 2012, Indigo Consulting was acquired by Publicis Group and is now part of Leo Burnett Worldwide. At over 170 professionals, it is LBWW’s largest digital office in Asia-

Pacific. Mr. Tandon has been in this industry since 1997 and has also been on the jury of the Abby Awards (Digital category) since 2008, as well as the Effies in 2012. A speaker/panelist at events like ClickAsia Summit, ISB Leadership Summit, WATSummit, and Digital CMO Summit,

he was listed in the Impact Digital Power 100 (2012).

8

8

DMTI’s Knowledge Chair The knowledge chair is appointed to ensure that the programs that are taught at DMTI are current & relevant. The entire program curriculum is periodically reviewed by the knowledge chair. The position is awarded to a leading name from the Digital Industry fraternity and comes with the responsibility of holding the training curricula to the highest levels. Currently the position is being held by Mr. Sanglikar. Madan Sanglikar, Co-founder & CEO, ad2c One of the leading names in Digital Media, Madan has more than a decade’s experience in the digital industry. He has worked in companies like GroupM Media, Mindshare, Starcom & Mediaturf. He has been a committee member in Digital Industry bodies like IAMAI, on Advisory Board of AdTech New Delhi, Mobile Marketing Association and ViziSense, an advisor to tech & media start-ups, Speaker, Trainer, Anchor, Moderator, Panelist & Jury at various Industry bodies and award functions.

Virginia Sharma, Director Marketing, Talent Solutions, Asia Pacific - LinkedIn Virginia joined LinkedIn after a long and successful stint at IBM as the Chief Marketing

Officer. She was with IBM Software Group for over 12 years. Most recently, she was awarded with the Indy’s “Marcom Professional of the Year” award in the IT and Software

Category by CMO Council and CMO Asia. She has also been awarded as the Top 25 Outstanding Marketing Leaders of India. Ms. Sharma is also an active member of various CMO advisory councils in India and also

speaks regularly at various IT and digital marketing conferences. She has an undergraduate degree from New York University.

Vivek Bhargava, CEO India – iProspect Communicate 2 With a passion for the search industry, Mr. Bhargava has spent over 10 years in the field of

Interactive Marketing. He is the founder of Communicate 2, which launched itself as a full – fledged interactive agency and has evolved into a search specialist organization {now

acquired by iProspect (Aegis Media)}. He has guided the Digital Advertising Strategies of companies such as MTV, Merrill Lynch, ICICI Bank, Reliance in both Indian and Global Markets. He has traveled to more than 40

countries on various Consulting and Project Assignments and has lived in Dubai for two years. Mr. Bhargava is a regular speaker at Digital Industry events & is one of the most

respected entities in the Digital Media World.

9

9

Certificate Program in Search Engine Optimization Duration: 24 hours, weekends only

A 24-hour module, it will teach you to apply the latest SEO techniques and advanced data

design principles to maximize your website search rankings. This module will show you how to build high-performance websites and use advanced SEO solutions that will boost your natural search rankings and increase site visits.

LEARNING OUTCOMES:

• Introduction to SEO • Search Engine Basic & Market Data

• SEO Objectives

• Review Sample Website

• Discussion on the observations

• Based on the Topics Domain will be booked

• Website Audit Basics

• Important Factors to be consider for Audit

• Setup Domain & Hosting

• Install WordPress

• Set up website with minimum features

• Important Plugins

• Importance of Google Analytics

• Importance of Google Webmasters

• Setup of Google Analytics & Webmasters

• Setting up analytics on other Search Engine – Bing

• Content Preparation - Imp Aspects

• Keyword Research

• Google Trend Analysis

• Competition Analysis - for Own Website

• Off-Page – Basic

• Google Places

• Directory submission

• Tech Aspects

• Optimization

10

10

WHO SHOULD ATTEND? The course is designed for anyone NEW to digital marketing who needs to understand what is digital

marketing.

• Advertising/Media/Marketing Professionals

• Brand Managers

• CXOs

• Entrepreneurs

• Agencies

• Management Students/Fresh Marketers

11

11

PROGRAM STRUCTURE The program is broken into 3 full days of training and 4 modules. The topics included in the

program are as follows:

SESSION ONE – INTRODUCTION TO SEARCH ENGINES

• Introduction to Search Engines & SEO

SESSION TWO – ON PAGE & OFF PAGE OPTIMIZATION

• Site Architecture and Keyword Selection

• Content Design and Page Optimization

• Linking Strategies

• Technical Considerations

• Introduction to Content Management Systems

• How to Dissect a Website?

SESSION THREE – SEO TOOLS

• Introduction to different tools such as SEOmoz, WebMaster, Traffic Estimators etc.

• Maximizing Conversions

• Monitoring Traffic & Reporting

SESSION FOUR – ASSESSMENT Assessments are a mandatory part of DMTI programs. DMTI Certification is given only on

successful completion of projects / assignments and tests.

CERTIFICATION On successful completion of the program, the participants will be awarded with the industry-recognized certificate from DMTI.

12

12

STUDENT TESTIMONIALS The student testimonial videos are available online. Some of the excerpts of what our students have

had to say about the program: Berges Bana, Digital Business (Product Hotstar) | Star’s First Digital Entertainment Platform. “DMTI gives an opportunity to interact with the industry experts and helps us know how Digital applies to various industries. The program spans over a sufficient period of time helping us assimilate knowledge. The regular assessments help us keep abreast with current trends. It is off books, need -based & very practical. It is all about sharing ideas & experiences. DMTI provides an interactive classroom as well as open learning environment.”

Agith George Kuruvilla, Chief Manager - Times of India “At DMTI, we learn from experienced trainers from the Industry who have been there & have learned on the job. DMTI brings in truly experienced, enthusiastic & dedicated mentors.”

Bhupendra Kumar, Brand Manager - Bharat Petroleum Corporation Limited “DMTI gives an opportunity to have regular Interactions with the Industry through the mentors. The kind of professionals that they bring in from the Industry, the who's who in the industry, and their interactions with the students helps us learn more. This makes DMTI the best!”

Jigar Shah, Brand Manager - Asian Paints “The mentors are very involved, engaged & passionate about the course. Also students from all levels & various Industries, contribute more to our learning. What inspires us is that the course is very relevant & updated to the current media space. The sharing of experiences in the class makes it a very knowledge rich environment.”

Sushil Megharaj, Account Manager - iProspect Communicate 2 “Interactive sessions with the mentors are fruitful which gives an informative & fantastic experience. The diversity in class is fantastic as we get to learn a lot from our dynamic peers. DMTI is an excellent kick-start for a career in digital and I would recommend it not just for freshers but also for working & experienced professionals. The skills acquired at DMTI have been through hands on experience on digital platforms enriched by lot of case studies.”

Anish Charles, Manager Corporate Communications, KPMG India

“DMTI builds your confidence on how you can understand the module and learn more and more which gives an edge to your career. Weekend classes which helps balance our work and studies. Faculties from different background and from industries gives a great exposure. The course materials are brilliant. Learning from DMTI in terms of Digital Marketing has been tremendous. I can definitely do a lot more and achieve more. All the best to DMTI!”

13

13

www.thedmti.com

From the CEO’s desk: DMTI is not an individual’s initiative. We have been lucky enough to have the support of the

absolute best names in the digital industry. Our Board of Advisors & mentors are senior digital professionals who have given many years to the Digital ecosystem in India. It is only because of the collective efforts of all of them that DMTI has become the leading digital

marketing training provider in such a short span of time. We are the only institute in India that offers a full-time program in Digital Marketing.

The APDMM program however, continues to be the flagship program of DMTI. The program has been attended by some very senior professionals and academicians so far. Every batch is

different and unique but most of our participants have been mid-level to senior-management professionals.

Whether or not you join the program, whether or not you are part of DMTI, if you need absolutely any help in the digital domain, please feel free to reach out to me directly and I will

ensure that you get the help you require.

Warm Regards, Deepti Jalota, CEO, DMTI

For more details / enrollment, please get in touch with:

Ms. Ranjan Upadhyay

ranjan.upadhyay@dmti.in | +91 99309 25822

You may also reach out to our CEO directly at:

deepti.jalota@dmti.in | + 91 98180 57160