Google Tag Manager in Nepal: Ownership & Duplicate Tags (2026)
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Digital Marketing - Course Materials
Complete course materials for Digital Marketing including syllabus notes, old questions, and presentation slides
36
Chapter Notes
2
Question Sets
37
Slide Decks
Unit 1: Introduction to Digital Marketing
1.1
Evolution of Marketing and Digital Transformation
Traces marketing eras from Production through Digital, with Nepal examples of how businesses shifted from mass push to measurable, customer-led growth.
1.2
Difference between Traditional Marketing and Digital Marketing
Compares traditional and digital marketing on targeting, measurement, cost, and interaction, with a Nepal retail integration example.
1.3
Key Concepts, Channels, and Trends
Foundational concepts (owned/earned/paid, North Star, journey), channel map, 2026 trends, and a Nepal SME stack example.
1.4
Digital Consumer Behavior and Customer Journey
Five-stage digital customer journey with channel roles and a real-world Nepal education enrollment case.
Unit 2: Search Engine Optimization (SEO)
2.1
Fundamentals of Search Engines
How search engines crawl, index, and rank; organic vs paid; with a Nepal query-intent example.
2.2
On-Page SEO (Keywords, Content, Metadata, Internal Linking)
On-page SEO elements with a before/after Nepal service-page optimization case.
2.3
Off-Page SEO (Backlinks, Authority Building)
Off-page SEO via quality backlinks, digital PR, brand mentions, and a Nepal SaaS/local business link-earning case.
2.4
Technical SEO (Site Speed, Mobile Optimization, Indexing)
Technical SEO: crawl/index basics, HTTPS, mobile-first, Core Web Vitals, structured data, and Google Business Profile for local visibility.
2.5
SEO Tools and Performance Metrics
SEO tools and KPIs: Search Console, GA4, crawlers, rank/backlink tools, and metrics that prove organic value.
Unit 3: Search Engine Marketing (SEM) and Paid Advertising
3.1
Introduction to SEM and Pay-Per-Click (PPC) Advertising
SEM and PPC fundamentals: auctions, Quality Score, Ad Rank, SEO complementarity, and a Nepal hotel search-ads case.
3.2
Google Ads: Search, Display, Shopping, and Video Campaigns
Google Ads campaign types with when to use each, plus a Nepal ecommerce and YouTube awareness example.
3.3
Campaign Structure, Targeting, and Budgeting
Google Ads account hierarchy, match types, geo/budget settings, and a worked Nepal service-business structure.
3.4
Ad Performance Measurement and Optimization
PPC KPIs (CTR, CPC, conv. rate, CPA, ROAS), optimization loops, and a Nepal lead-gen weekly review case.
Unit 4: Social Media Marketing
4.1
Social Media Platforms: Facebook, Instagram, LinkedIn, X (Twitter), TikTok, YouTube
Overview of major social platforms plus WhatsApp as a Nepal conversion channel, with audience and format fit.
4.2
Content Strategy for Social Media
Social content pillars, cadence, formats, and a Nepal restaurant weekly content case.
4.3
Paid Social Media Advertising and Targeting
Paid social advertising on Meta and beyond: objectives, formats, targeting, click-to-WhatsApp, and measurement basics.
4.4
Community Building and Engagement
Building online communities, engagement rituals, moderation, and a Nepal Facebook Group / campus community case.
4.5
Measuring Social Media ROI
Social ROI formulas, metrics beyond vanity, attribution caveats, and a Nepal NPR worked example.
Unit 5: Content and Influencer Marketing
5.1
Content Strategy and Storytelling
Content strategy elements, storytelling framework, content pillars, and a Nepal tourism brand case.
5.2
Blogging, Video, Infographics, and Podcasts
Content formats compared with use-cases, production tips, and a Nepal fintech education content mix case.
5.3
Influencer Marketing: Types, Selection, and Collaboration
Influencer tiers, selection criteria, briefing, measurement, and a Nepal beauty/F&B micro-influencer case.
5.4
User-Generated Content and Brand Advocacy
UGC benefits, advocacy programs, rights/permission, and a Nepal cafe and campus brand case.
Unit 6: Email and Mobile Marketing
6.1
Email Campaign Planning and Tools
Email campaign planning, list building, copy/design basics, deliverability (SPF/DKIM/DMARC), and common tools.
6.2
Segmentation, Personalization, and Automation
Email list segmentation, personalization tactics, and automation workflows including welcome and abandoned-cart journeys.
6.3
Mobile Marketing Strategies
Mobile-first marketing: responsive sites, app vs mobile web choices, and optimizing for smartphone-led customer behavior.
6.4
SMS, Push Notifications, and App-Based Marketing
Direct mobile channels: consent-based SMS, push notifications, in-app messaging, and when apps make sense.
Unit 7: Web Analytics and Conversion Optimization
7.1
Introduction to Web Analytics
Introduction to web analytics covering metrics vs dimensions, events, and how measurement drives marketing decisions in GA4.
7.2
Google Analytics and Other Tools
GA4 setup and reports, Google Tag Manager, UTM tagging, and complementary analytics tools for marketers.
7.3
Key Metrics: Traffic, Engagement, Conversions
Essential GA4-oriented metrics for traffic, engagement, and conversions, plus channel KPIs marketers should prioritize.
7.4
A/B Testing and Landing Page Optimization
A/B testing methodology, statistical caution, and landing page CRO tactics for digital marketers.
7.5
Data-Driven Marketing Decisions
Using analytics for decisions: goal frameworks, attribution basics, reporting cadence, and building a data-informed marketing culture.
Unit 8: Emerging Trends in Digital Marketing
8.1
AI and Machine Learning in Marketing
AI and ML in marketing: personalization, prediction, creative assistance, chat, and quality-control guardrails including AI search visibility.
8.2
Voice Search and Smart Devices
Voice search and smart-device marketing: conversational queries, local intent, structured data, and practical optimization steps.
8.3
Marketing Automation Tools
Marketing automation platforms: workflows, lead scoring, channel integration, and choosing tools that match team maturity.
8.4
E-commerce Marketing and Omnichannel Strategies
Ecommerce marketing and omnichannel journeys: product discovery, payments, remarketing, and seamless online-offline experience.
8.5
Ethics and Data Privacy in Digital Marketing
Ethics and privacy for marketers: consent, transparency, GDPR concepts, platform policies, and responsible data use in Nepal contexts.
2025
Unit 1-4 Practice Questions | Digital Marketing
Practice questions covering Introduction to Digital Marketing, SEO, SEM/PPC, and Social Media Marketing
📊 50 marks ⏱️ 2.5 hours
2025
Unit 5-8 Practice Questions | Digital Marketing
Practice questions covering Content Marketing, Email/Mobile Marketing, Analytics, and Emerging Trends
📊 50 marks ⏱️ 2.5 hours
