Digital Marketing Catalog
Digital Marketing Course Catalog for Trainers
SoftUni has a proven track record in digital marketing education, with over 48K students already finished the professional modules and open classes from our course catalog.
The SoftUni Digital Marketing Program consists of 500+ hours worth of well-developed, up-to-date educational content, teaching aids, and learning materials, in English.
When licensing each course, both as part of the program and an open one, we include:
- Complete lesson plans;
- Teaching presentations;
- Exercises and homework assignments;
- Exam projects and tests;
- An optional quiz system for exam evaluation.
SoftUni Digital Marketing Program:
The program’s duration depends on the schedule you set up. With 2 lectures a week it will take approximately 1 month for the introductory course, 6 months for the Foundations Module, and additional 8 months for each professional track. Or a total of 15 months from start to finish.
The basics course ends with a 50-question multiple-choice test. The exams in both Fundamentals and Professional Modules are a combination of a 10-question multiple-choice test and a project.
Marketing Basics Course
The program is designed to include students with different levels of knowledge, so the first course is meant as an introduction to Marketing and the specifics of Digital Marketing. The teaching curriculum focuses on combining academic knowledge of the concepts with their practical application. The course ends with a 50-question multiple-choice test.
The main topics include:Â Â
- What is Marketing;Â
- What is Digital Marketing;
- Unique value proposition;
- What is a business plan;
- How to define your target audience;
- What is a Buyer Persona and how to create it;
- What are the 6 elements of consumer digital behavior;
- How to create a digital customer journey map;
- Micro-moments and how they fit into the customer journey;
- How is digital content different, how and where to distribute it;
- How to create a marketing plan of digital actives, channels, and content;
- Macro and Micro goals;
- How to budget an advertising campaign.
Fundamental Module
The Fundamentals module consists of 6 courses. Each covers a popular form of Digital Marketing – Content Marketing, Email Marketing, Social Media Marketing, Search Engine Optimization, or a tool – like Google Ads and Google Analytics. All courses include industry insights, real-life examples, and relevant software updates. The final exam is a combination of a 10-question multiple-choice test and a course project.
Content Marketing
- Definition of Content Marketing;
- Difference between ad and content;
- Setting SMART goals;Â
- Tools for defining your target audience;Â
- Buyer persona templates;
- Content formats and channels for distribution;
- Tools for topic selection;
- Content decentralization;
- content calendar;
- Serial, long- and short-form content;
- Campaign analytics.
Email Marketing
- What is and isn’t Email Marketing;
- How to prevent your emails from going to SPAM;
- CRM systems as a key part of an email campaign;
- Lead generation forms;
- List segmentation;
- Types of email campaigns;
- Email campaign optimization;
- Mailchimp and Klaviyo live demo.
Google Ads
- Almost every lecture combines theory with live demos;
- What is Google Ads;
- Types of ads;
- Main formats;
- Main platform settings;
- Keywords research and usage;
- Bidding;
- Account structuring and settings;
- Specifics of the display, video, and mobile ads;
- Tools for basic automation, dynamic search ads, and keywords insertions.
Facebook Marketing
- Differences between pages, groups, and profiles – what is best for business;
- Business page optimization;
- Facebook Algorithm;
- Page Insights;
- How to create engaging organic content;
- Creating and maintaining brand identity through text and visuals;
- Main ad formats;
- Ads Manager and Business Manager;
- Facebook Pixel and events settings;
- Creating promotions complicit with the Facebook guidelines.
Search Engine Optimization
- Introduction to SEO;
- How search engines operate;
- Tools for semantic analysis; types of searches;
- Metadata and how to create it for the different types of pages;
- Main elements of a website;
- Content-checking tools;
- Cannibalization;
- On-page, off-page, and local SEO;
- Live demos of SEO tools like Screaming frog, Similarweb, and Serpstat;
- Live SEO audit.
Google Analytics
- Heavily combines theory with live demonstrations;
- Introduction to web analytics and Google Analytics default dashboard;
- Reports;
- Audiences, acquisition, and behavior;
- Events and goals settings;
- Universal and enhanced tracking for E-commerce;
- Traffic segmentation;
- A/B testing;
- Custom reports;
- Custom dashboards;
- Alerts.
Professional Modules
The third level of SoftUni Digital Marketing Program consists of specialized courses for 3 of the most popular profession in the industry – Social Media Marketing Expert, Performance Marketing Expert, and SEO and SEM Expert. The specialized courses for each track concentrate on providing role-specific theoretical knowledge and building the necessary practical skill set. The curriculums include live demos, projects, exercises, homework assignments, and workshops. Each course in the modules ends with both a 10-question multiple-choice test and a project.
Social Media Marketing Expert
Social Media Marketing Expert is one of the most sought-after professionals by both small and medium-sized businesses and large international companies. Necessary skills include the ability to build a social media strategy, execute advertising campaigns, analyze results, create an overall content strategy, and more.
Social Media Marketing Specialized Courses
- Instagram Marketing: specific of Instagram for business; account setting and optimization for personal and business profiles; Instagram algorithm; strategy building; content calendar; ad formats and campaigns; organic content creation and distribution; hashtag strategy; specifics of photo and video content for Instagram; Story best practices; collaborations and shoutouts; IGTV, Guides, Lives; Reels for business; Instagram Insights and key performance indicators; turning followers into clients.Â
- Facebook Marketing Advanced: updates, changes, and new functionalities; copywriting for Facebook ads; ad formats; Facebook audiences; ads campaign settings; budgeting, bidding, attribution window; remarketing best practices; Ads Manager key metrics; automated rules; testing, analyzing, and optimizing a campaign; campaign setting and analyzing live demos.
- Copywriting: main channels in a 360° marketing campaign; differences between ATL and digital; contextual copywriting; ad agency structure; insights; techniques for content creation; long- and short-form copy; how to best present your ideas; copywriting as part of the brand strategy; practical live assignments.
- Content Strategy: Content Marketing’s role in the customer journey; different types of audiences; audience segmentation; competitor analysis; content program; working with freelance content creators; where do content and ad copy meet; content business plan – resources, expenses, benefits, and proceeds – lecture and 2 live workshops.
Performance Marketing Expert
Performance Marketing Experts are highly-regarded for their specific skill set, including planning, building, implementing, and optimizing ad campaigns on some of the biggest online advertising platforms. The most challenging part of creating a curriculum is keeping the materials relevant to the frequent platform updates.
Performance Marketing Specialized Courses
- Google Ads Advanced: goal setting; main principles of strategy; research and client profiling; KIPs; Google Analytics and Tag Manager; Google Ads automation; remarketing; profile, campaign, ad groups, extensions audit; campaign structure, quality score, ad rank, main settings, keywords, extensions, dynamic search ads; display ad campaign; video ad campaign; Google Ads Editor; campaign monitoring and analytics; search and display ad campaign optimization.
- Facebook Marketing Advanced: updates, changes, and new functionalities; copywriting for Facebook ads; ad formats; Facebook audiences; ads campaign settings; budgeting, bidding, attribution window; remarketing best practices; Ads Manager key metrics; automated rules; testing, analyzing, and optimizing a campaign; campaign setting and analyzing live demos.
- Google Analytics Advanced: sales funnel and web analytics; performance strategies for different website types and industries; custom dimensions and metrics; sending Google Analytics additional data; measurement protocol for E-commerce tracking; Google Tag Manager; Google Analytics API and custom KPI reports; Google Data Studio; Google Analytics alternative tools.
- Conversion Rate Optimization and Automation: CRO and Cohort analysis; CR Cohort and internal ways to improve conversion rate; conversion rate from SEO and paid campaigns; revenue rate optimization; UX Audit; CRM Marketing; Retention Marketing for CRO; Marketing automation; CRO through website optimization.
Search Engine Optimization and Search Engine Marketing Expert
Search Engine Optimization and Search Engine Marketing are two key factors for a successful brand positioning. The most important part of the curriculum is combining theoretical knowledge of the algorithms of search engines like Google and Bing with practical exercises to master their interface and constant updates.Â
SEO and SEM Marketing Specialized Courses
- SEO On-page Optimization: SEO for E-commerce; SEO for news websites; tips for managing SEO projects; types of SEO services; planning and prioritizing tasks; SEO tasks monitoring and analysis.
- Google Ads Advanced: goal setting; main principles of strategy; research and client profiling; KIPs; Google Analytics and Tag Manager; Google Ads automation; remarketing; profile, campaign, ad groups, extensions audit; campaign structure, quality score, ad rank, main settings, keywords, extensions, dynamic search ads; display ad campaign; video ad campaign; Google Ads Editor; campaign monitoring and analytics; search and display ad campaign optimization.
- SEO Website Architecture and Automation: SEO automation with Google Analytics API, Google Search Console API, Xpath, and more; Crawling budget optimization; PageSpeed Insights; SEO modules for internal linking; SEO filters; JavaScript rendering for correct content indexing; link building metrics, processes, and tools; migration types.
- Google Analytics Advanced: sales funnel and web analytics; performance strategies for different website types and industries; custom dimensions and metrics; sending Google Analytics additional data; measurement protocol for E-commerce tracking; Google Tag Manager; Google Analytics API and custom KPI reports; Google Data Studio; Google Analytics alternative tools.
Open Digital Marketing Courses
The open courses in our Digital Marketing catalog vary from mastering a specific technology or platform to getting а deepened understanding of a problem or a niche issue. All courses focus on combining theory and practice, with the curriculum of a good number of them including individual or group exercises and live demos.
The final exam consists of a 10-question test and a project.
You can offer SoftUni’s Open Digital Marketing courses individually or combine them in shorter modules.
- What is a creative;
- What is a digital creative;
- 8 digital creative basics;
- Creative strategies;
- Digital media;
- Insight, strategy, creative;
- Copywriting for Facebook.
- Social media for business;
- Social Media Marketing Expert;
- Social media platforms;
- Facebook Marketing;
- Instagram Marketing;
- Content Marketing.
- Updates, changes, and new functionalities;
- Organic content strategies;
- Story tips;
- Hashtag strategies;
- Reels; IGTV, Guides, Lives;
- Content analytics and optimization.
- Introduction to LinkedIn;
- Personal profiles;
- Content Marketing for LinkedIn;
- LinkedIn Publisher;
- LinkedIn Groups;
- Brand communication;
- Social selling;
- Employer Branding and Recruitment.
- Audience research;
- Segmentation;
- Databases;
- Email campaign settings;
- Automation and monitoring indicators;
- Email campaign testing and analysis.
- How to find a niche;
- How to differentiate yourself;
- How to choose a platform;
- How to make a portfolio;
- UGC;
- How to find clients;
- Brand communication examples;
- Sample contracts.
- Video as a key Marketing element;
- Formats and channels;
- How to create engaging video content;
- Video scriptwriting;
- Distribution and results analysis.
- Traditional PR vs Digital PR;
- Digital PR in social media;
- Influencer Marketing;
- Digital press releases and media communication;
- SEO;
- Digital brand architecture.
- Â Growth cycles;
- Market analysis;
- Competition research;
- Setting SMART goals;
- KPIs;
- Customer acquisition;
- Customer engagement;
- Customer satisfaction.
- Specifics of B2B Marketing;
- Effective structure of a B2B digital strategy;
- UVP;
- B2B sales funnel;
- Marketing channels;
- B2B Content Marketing;
- Social selling;
- Budgeting for B2B communications.
- Strategies;
- Social Media Marketing;
- Building a personal website;
- Creating an online talk show;
- How to sell as a personal brand;
- Tools for building a brand identity.
- Basics of branding;
- SWOT analysis;
- Goal setting;
- Target audiences;
- Branded website;
- Main elements of rebranding;
- Digital channels for brand communication;
- Brand development.
- Disruption and Guerrilla Marketing:
- What is disruptive creative;
- Brainstorming;
- Brand Bible;
- Discovery Phase, Identity Phase, Content Phase, Launch Phase;
- Budgeting;
- Presenting and pitching ideas;
- Working with clients.
- Community manager as a profession;
- Strategies for community building;
- Facebook and LinkedIn Groups;
- Crisis management and communication;
- Brand ambassador engagement;
- Community-driven content.
- Business planning;
- Marketing strategies:
- Tech stack;
- Team development.
- Planning an online business;
- E-commerce tech stack;
- Digital Marketing for E-commerce;
- Online business components;
- Analysis and optimization;
- Development and automation.
- Planning for scalable businesses;
- Global competitive strategy;
- Digital Marketing strategies;
- Digital selling for B2B;
- Automation.
- Online business and online store planning;
- E-commerce tech stack;
- Digital Marketing for E-commerce;
- Components of an online business and online store;
- Online business analytics and optimization;
- Online business development and automation.
- Introduction to WordPress;
- Themes, plugins, Admin Panel;
- On-page SEO for WordPress;
- HTTP and SSL;
- Responsive websites;
- Tools and plugins for page speed optimization.
- Introduction to WordPress;
- Installation and setting;
- WordPress themes, plugins, Admin Panel;
- WordPress pages, posts, and blocks;
- Live demo of building a website with Devi theme;
- On-page SEO for WordPress;
- WordPress optimization;
- Introduction to WooCommerce;
- Creating an E-commerce website with WooCommerce.
- Introduction to WooCommerce;
- WordPress theme settings for an online store;
- SEO for WooCommerce.
- Blog types and classifications;
- Place in the Marketing Mix;
- Building blogs with WordPress;
- Content Marketing;
- How to promote your blog;
- Corporate blogs;
- Personal blogs.
- Basics of designing for social media, creating a CV, making presentation templates, and business proposals;
- Brand kit;
- Social media planning;
- Creating organic posts for social media;
- Ad templates;
- Creative brainstorming tactics.
- Benefits;
- Affiliate programs, roles, and content;
- Target audiences;
- Traffic types and sources;
- Affiliate campaigns;
- Commission models;
- Trends;
- Email Marketing for affiliates;
- Future of Affiliate Marketing.
- Trends;
- Etsy finances;
- Digital and physical products;
- Starting an Etsy shop;
- Listing best practices;
- Visual elements and text in an Etsy shop;
- Client communication;
- Pricing;
- Promotions;
- Etsy SEO.
- Voice search evolution;
- Utilizing SEO and keywords for search;
- Optimizing voice search for human language;
- Examples;
- Industry predictions.