Module 1: Performance Marketing Fundamentals

• Introduction to Performance Marketing
• Digital Marketing vs Performance Marketing
• Performance Marketing Ecosystem
• Paid Media, Owned Media & Earned Media
• Marketing Objectives
• Target Audience
• KPIs and Performance Metrics
• CTR, CPC, CPM, CPA & CPL
• Conversion Rate
• ROI & ROAS
• Customer Acquisition Cost
• Campaign Budgeting

Practical

Analyse existing advertisements and identify their objective, audience, CTA and performance KPI.

Module Project

Performance Marketing Campaign Analysis

Module 2: Marketing Strategy, Funnel & Customer Journey

• Customer Persona
• Target Audience Research
• Buyer Journey
• AIDA Framework
• Marketing Funnel
• Awareness
• Consideration
• Conversion
• Loyalty
• Advocacy
• Competitor Research
• Offer Strategy
• Landing Page Strategy
• Campaign Objective Selection

Practical

Create a complete:

Awareness → Consideration → Conversion → Loyalty

funnel.

Module Project

Complete Marketing Funnel & Customer Persona

Module 3: Google Ads & Keyword Research

• Introduction to Google Ads
• Google Ads Account Structure
• Search Campaigns
• Display Campaigns
• Shopping Campaigns
• Keyword Research
• Search Intent
• Commercial & Transactional Keywords
• Keyword Match Types
• Negative Keywords
• Ad Groups
• Google Search Ad Copywriting
• Headlines
• Descriptions
• Sitelink Extensions
• Bidding Strategies
• Budget Planning
• CPC
• CTR
• Conversion Rate

Practical

Conduct keyword research for 5 products/services.

Module Project

Complete Google Search Ads Campaign Structure

Module 4: Meta Ads & Social Media Advertising

• Meta Business Manager
• Facebook Advertising
• Instagram Advertising
• Meta Ads Manager
• Campaign Structure
• Campaign Objectives
• Audience Research
• Custom Audiences
• Lookalike Audiences
• Retargeting
• Advantage+ Campaigns
• Ad Creative Strategy
• Ad Copywriting
• CTA Strategy
• Budget Planning
• CPC
• CPM
• CTR
• Conversion Rate

Practical

Create three campaign concepts:

Campaign 1: Awareness

Campaign 2: Consideration

Campaign 3: Conversion

Module Project

Meta Advertising Campaign

Module 5: Conversion Tracking & Marketing Analytics

• Introduction to Conversion Tracking
• Google Tag Manager
• Meta Pixel
• Events
• Website Tracking
• Conversion Tracking
• UTM Parameters
• Campaign Attribution
• Meta Conversions API
• Landing Page Tracking
• Lead Tracking
• Purchase Tracking
• Analytics Fundamentals

Practical

Create a tracking structure for:

Advertisement → Website → Event → Conversion

Module Project

Conversion Tracking & Measurement Plan

Module 6: Google Merchant Center & Shopping Marketing

• Introduction to Google Merchant Center
• Product Feed
• Product Data
• Product Titles
• Product Descriptions
• Product Images
• Product Categories
• Product Attributes
• Pricing
• Availability
• Product Feed Optimization
• Shopping Campaigns
• Shopping Ad Structure
• Product Performance Analysis

Practical

Create a 5-product mock Product Feed containing:

• Product ID
• Product Title
• Description
• Price
• Brand
• Category
• Availability
• Image URL

Module Project

Google Merchant Center Product Feed

Module 7: Amazon Seller Central & Marketplace Marketing

• Introduction to Amazon Seller Central
• Seller Account Structure
• Product Research
• SKU & ASIN
• Product Listing
• Product Title Optimization
• Bullet Points
• Product Description
• Backend Keywords
• Product Images
• Pricing
• GST Invoice Mapping
• Shipping Options
• Amazon Sponsored Products
• Amazon PPC
• Bidding
• ACoS
• CTR
• CPC
• Conversion Rate
• Marketplace Optimization

Practical

Students create 15 sample/approved product listings.

Module Project

Amazon Seller Central Product Listing & PPC Project

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Module 8: E-Commerce Fulfillment & Logistics

• E-Commerce Order Process
• Amazon FBA
• Flipkart Fulfillment
• Seller Fulfilled Orders
• Packaging
• Product Weight
• Volumetric Weight
• Shipping Weight
• Shipping Cost Calculation
• Inventory Management
• Returns
• RTO
• Courier Aggregators
• E-Commerce Profitability

Practical

Calculate the complete logistics cost for different product sizes and weights.

Module Project

E-Commerce Fulfillment & Logistics Cost Analysis

Module 9: Campaign Optimization & Performance Reporting

• Campaign Performance Analysis
• CTR Analysis
• CPC Analysis
• CPM Analysis
• CPA/CPL
• Conversion Rate
• ROAS
• ACoS
• Budget Optimization
• Bid Optimization
• Negative Keywords
• Audience Optimization
• Creative Testing
• A/B Testing
• Retargeting
• Performance Reporting
• Excel Reporting
• Google Sheets
• Introduction to Power BI

Practical

Students analyse a campaign dataset and determine:

• Which campaign is performing best
• Which ads should be paused
• Where budget should be increased
• Which keywords should be removed
• How ROAS can be improved

Module Project

Performance Marketing Dashboard & Optimization Report

Module 10: 360° Performance Marketing Project

The final module combines everything learned throughout the course.

Students select a real or simulated business/product and create a complete performance marketing strategy.

Project Stages

1. Research

• Business Analysis
• Competitor Research
• Customer Persona
• Keyword Research

2. Strategy

• Marketing Objective
• Target Audience
• Offer
• Funnel
• Budget

3. Advertising

• Google Ads
• Meta Ads
• Shopping Strategy

4. E-Commerce

• Product Listing
• Product Feed
• Marketplace Strategy

5. Tracking

• Conversion Events
• UTM Structure
• Tracking Plan

6. Analytics

• CTR
• CPC
• CPA
• Conversion Rate
• ROAS
• ACoS

7. Optimization

• Budget Optimization
• Keyword Optimization
• Audience Optimization
• Creative Testing

8. Final Presentation

Students present:

Research → Strategy → Campaign → Tracking → Data → Optimization → Results