Digital Marketing

A proud initiative under the Nenasala Project, launched by the Information and Communication Technology Agency of Sri Lanka (ICTA) and the Ministry of Telecommunication and Digital Infrastructure.

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  • Duration: 3 Months
  • Lectures: Online

Course Details

The Digital Marketing course at Nenasala Peradeniya Campus provides practical, industry-focused training on how to promote products, services, and ideas in the digital world.

Students learn the core pillars of digital marketing — social media marketing, SEO, content creation, Google Ads, email marketing, and analytics — through hands-on projects and real-world case studies.

The program is designed to help learners build the skills needed to grow brands online, run successful ad campaigns, and pursue careers as digital marketers, freelancers, or entrepreneurs.

What will this course bring to you?

  1. Comprehensive Curriculum: Covers a wide range of subjects.
  2. Government Affiliation: Operates under the supervision of ICTA
    Sri Lanka.
  3. Recorded Lectures: Access recordings of all online sessions.
  4. Beginner-Friendly: No prior knowledge required—courses start
    from the basics.
  5. 18 Years of Service: Continuous service since 2006.
  6. Government-Recognized Certificates: Receive certificates
    accepted by the government upon course completion.
  7. Career Guidance: Support and mentorship for your
    career journey.

Modules :

Introduction to Digital Marketing
  • History and evolution of digital marketing.
  • Core differences: outbound vs. inbound marketing.
  • Paid, earned, and owned media in a digital strategy.
  • Understanding the marketing funnel: awareness, consideration,
    conversion, and loyalty.
  • Customer journey mapping and touchpoints.
  • ROI and measurability advantages of digital channels.
  • Digital marketing challenges and trends in 2025.
  • Role of mobile marketing in today’s landscape.
  • Platform demographics and usage behavior.
  • The purpose of business profiles and their added analytics tools.
  • Overview of content formats: posts, stories, reels, shorts, and lives.
  • Account verification and brand consistency tips.
  • Security settings and admin access for business pages.
  • Integration between Facebook and Instagram through Meta.
  • Platform-specific etiquette and tone: formal (LinkedIn) vs
    informal (TikTok).
  • Social media trends for small businesses (e.g., short video,
    community engagement).
  • Limitations of organic reach and when to consider paid
    strategies.
  • Importance of consistent branding across platforms.
  • Best times to post on Facebook and Instagram.
  • Introduction to Meta Insights: reach, engagement, and follower growth.
  • Cross-posting techniques and content adaptation.
  • Differences between Meta Business Suite and Ads Manager
  • Differences between boosting a post and using Ads Manager.
  • Campaign structure: campaigns, ad sets, and ads.
  • Audience segmentation: core, custom, and lookalike audiences.
  • Understanding Meta Pixel and its role in conversion tracking.
  • Budgeting methods: daily vs. lifetime budgets.
  • Ad formats: image, video, carousel, slideshow, instant experience.
  • Ad placement strategies (feeds, stories, reels, audience network).
  • Metrics: reach, impressions, engagement, clicks, CPC (Cost Per Click), CPM
    (Cost Per Mille), CTR (Click-Through Rate), ROAS (Return on Ad Spend).
  • Ad frequency, fatigue, and best practices to maintain effectiveness.
  • Common reasons for ad disapproval and policy violations.
  • Introduction to campaign optimization strategies (automatic vs. manual
    placements, cost control, and bid strategy).
  • Tips for writing effective ad copy and designing visuals that convert.
  • Importance of continuous testing and learning in digital ad campaigns.
  • Principles of visual hierarchy and readability.
  • Brand guidelines: colors, fonts, logo placement.
  • Content calendar planning.
  • Importance of captions and hashtags.
  • Rights-free image sources and copyright basics.
  • Overview of Google Ads interface and account hierarchy (account >
    campaign > ad group > ad).
  • Differences between Search and Display networks: use cases, ad formats,
    and audience behavior.
  • Understanding Google’s auction system and how Ad Rank is calculated
    using Quality Score and bid.
  • Keyword match types explained with examples and their impact on ad
    reach and relevance.
  • Introduction to automated bidding strategies vs. manual bidding: when to
    use each.
  • Ad extensions and their purpose: sitelinks for navigation, callouts for USPs,
    and call extensions for mobile convenience.
  • Importance of landing page experience in ad performance and Quality
    Score.
  • Role of Google Analytics in tracking user behavior after ad clicks.
  • Key performance indicators (KPIs) in digital advertising: CTR, CPC, CPA,
    conversion rate, and ROAS.
  • Basics of goal setting in Google Analytics (destination goals, duration,
    events, pages/screens per session).
  • Overview of traffic sources: direct, organic search, paid search, social,
    referral.
  • Introduction to Google Tag Manager: how it simplifies adding tracking
    codes without coding changes.
  • Types of tags (Google Ads conversion, Google Analytics, remarketing),
    triggers, and variables.
  • Introduction to GDPR and privacy-conscious tracking practices (cookie
    consent, data retention settings).
  • Importance of continuous optimization based on analytics data.
  • Email platforms: Mailchimp, Brevo, ConvertKit.
  • Open rate, CTR, bounce rate metrics.
  • A/B testing subject lines.
  • Email design best practices for mobile.
  • Chatgpt
  • Gemini
  • Perplexity
  • Key differences in B2B vs B2C sales cycles: longer decision-making,
    multiple stakeholders, and value-driven content.
  • LinkedIn for B2B: building authority, running targeted ads, using lead
    generation forms, and creating Showcase Pages.
  • Understanding lead magnets and how to align them with business goals.
  • Tools for planning and presenting (Google Slides, Canva, PowerPoint).
  • Presentation skills: articulating strategy clearly, handling feedback, and
    adapting the plan based on audience questions.

20,000(LKR)

More Details

Features

  • Live Q&A Sessions
  • Lifetime Access
  • Mobile and TV Access
  • Certificate of Completion
  • Downloadable Resources
  • Interactive Quizzes

For Details About The Course

+94 76 552 3645
  • More Course details
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