Diploma in Digital & Social Media Marketing using Gen AI (Advanced Program)
Certificate Course offered by the Delhi University’s Bharati College (DU)
in association with the
R.K. Films & Media Academy (RKFMA), New Delhi
For enquiries: +91-9312237583 or +91-9310047775 (Call/ WhatsApp)
Module 1: Foundations of Digital & Social Media Marketing
- Evolution and impact of digital transformation in marketing
- Digital vs traditional marketing
- Marketing funnel: TOFU, MOFU, BOFU
- Omni-channel and integrated marketing strategy
- Buyer persona and journey mapping
Module 2: Consumer Behavior in the Digital Age
- Online consumer psychology and decision-making
- Role of social proof, influencers, and peer reviews
- Gen Z and Millennial online behavior
- Behavioral segmentation and personalization using AI insights
Module 3: Content Marketing Strategy
- Content marketing goals and strategy
- Blog strategy, content clusters, and evergreen content
- AI-generated content calendars
- Tone, style, and brand voice development using Gen AI
Module 4: Generative AI for Content Creation
- Prompt engineering basics for marketers
- Using ChatGPT, Jasper, Copy.ai for blogs, captions, ads
- Generating AI-powered content variations for A/B testing
- Ethical use of Gen AI and avoiding plagiarism
- Hands-on practice: Create a weekly content plan with Gen AI support for a real/fictional brand
Module 5: Search Engine Optimization (SEO)
- On-page using CMS, off-page, and technical SEO
- Keyword research and competitor analysis using SEMrush, Ubersuggest
- SEO content generation with Gen AI
- Local SEO and voice search optimization
Module 6: CMS based Website Development & Optimization
- Elements of a high-converting website
- Landing page design
- Using WordPress, Wix, or Webflow for site creation
- AI tools for UX recommendations and content audits
- Hands-on practice: Build a SEO-optimized basic website using WordPress + ChatGPT generated content
Module 7: Email Marketing and Automation
- List building, segmentation, personalization
- Campaign design and copywriting using Gen AI
- Tools: Mailchimp, HubSpot, Zoho Campaigns
- Hands-on practice: Create email marketing campaigns with AI-generated content
Module 8: Social Media Strategy Development
- Channel selection and audience mapping
- Engagement tactics for different platforms
- Influencer marketing strategy
- Creating a Gen AI-supported social media calendar
Module 9: Organic Social Media Management
- Facebook, Instagram, LinkedIn, Twitter/X, YouTube
- Tools for scheduling and analytics (Buffer, Hootsuite)
- Caption, hashtag, and post idea generation using Gen AI
- Community management and brand voice online
Module 10: Paid Media and Performance Marketing
- Paid ad strategy across Google, Meta, LinkedIn
- Funnel-based ad copy creation with Gen AI
- Budgeting, bidding, and targeting strategies
- Retargeting and lookalike audiences
- Hands-on practice: Launch a simulated paid campaign using Meta Ads or Google Ads interface
Module 11: Search Engine Marketing (SEM)
- Google Ads structure: campaigns, ad groups, keywords
- Writing compelling ad copy with Gen AI
- Landing page relevance and Quality Score
- Conversion tracking and ad extensions
Module 12: Social Media Advertising
- Facebook/Instagram Ads Manager walkthrough
- Campaign objectives and creative formats
- Carousel, Reels, Story, and Video ad strategies
- Gen AI for ad creatives and performance predictions
Module 13: Analytics and KPI Tracking
- Key metrics across channels: CPC, CTR, ROAS, engagement
- Setting up GA4 for websites
- Event and goal tracking
- AI-supported KPI forecasting and anomaly detection
Module 14: Customer Relationship Management (CRM)
- Role of CRM in digital marketing
- Tools: HubSpot, Salesforce, Zoho CRM
- Integrating CRM with email and ad campaigns
- Using AI to predict customer lifetime value
Module 15: Video Marketing and AI Video Tools
- Role of video in digital marketing
- Scriptwriting with Gen AI
- Tools: Synthesia, Pictory, Descript
- YouTube SEO and short-form video strategy (Reels, Shorts)
- Hands-on practice: Develop a cross-platform campaign using Gen AI: blog + email + social post + YouTube script
Module 16: Influencer Marketing and Brand Collaboration
- Identifying influencers and micro-influencers
- Campaign planning and ROI tracking
- AI tools for influencer discovery and campaign simulation
- Case studies of influencer-driven success
Module 17: Mobile and App Marketing
- App Store Optimization (ASO)
- Push notifications, in-app messaging
- Mobile ad formats (Google UAC, Meta installs)
- AI for behavioral prediction in mobile users
Module 18: AI-Powered Personalization and Automation
- Predictive analytics in personalization
- Chatbots and conversational marketing (ManyChat, Dialogflow)
- Dynamic landing pages and email content
- AI-driven recommendations and personalization engines
Module 19: Digital Marketing Ethics, Privacy & AI Governance
- Ethical concerns in Gen AI content
- Data privacy laws (GDPR, India’s Digital Personal Data Protection Act)
- Consent and transparency in personalization
- Deepfakes, misinformation, and brand safety
Module 20: Capstone Project & Assessment
- Design and implement a 360° AI-enabled digital marketing strategy including:
- Website plan (mockup)
- SEO strategy
- Social media content (3 platforms)
- Paid ad creatives and targeting
- Email campaign
- Dashboard with KPIs
- Use of Gen AI tools throughout
- Participate in presentations, viva, weekly quizzes, and complete all assignments as instructed
Optional Additional Certifications (not included in the course fee)
- Google Certification
- Meta Blueprint Certification
- HubSpot Inbound Marketing Certification
Tools Covered (Indicative List)
- Google Ads, Meta Business Suite, Mailchimp
- WordPress, Canva, Google Analytics 4
- ChatGPT, Jasper, Copy.ai, DALL·E, Midjourney
- Synthesia, Descript, Grammarly, Surfer SEO
- Excel, Google Sheets, Data Studio
- HubSpot, Zoho CRM
