Design & Digital Skills
Digital marketing basics
How a business is found and chosen online: websites and search, social media, messages, simple ads and measuring results.
Suits: Students, shop owners and job seekers
Duration, fees and batch timings are quoted by the head office or your centre.
The study book of this course
- Digital Marketing Basics
- Lessons
- 8
- Practice questions
- 40
- Free ebooks
- 0
About the course
What the digital marketing course is about
Digital marketing is how a business is found and chosen online. The course follows the customer from first noticing a business to buying, and shows what a small business can do at each step.
It covers websites and search basics, a social media content plan, messages by email and WhatsApp with the customer’s consent, how simple paid ads are set up and how to read the numbers, always with honest advertising and privacy in mind.
What you will practise
Drawn from the lessons of the study books below.
- 01
Describe the customer journey and set a clear goal
- 02
Explain how search and a website help a business be found
- 03
Plan a month of social media posts
- 04
Send messages with consent and without spamming
- 05
Understand reach, clicks, click-through rate, cost per click and conversions
- 06
Advertise honestly and protect customers’ data
What you will learn
8 lessons, 16 exercises
Every lesson of the study book that comes with this course in the student portal, with the key points of each lesson and exercises to try. Your centre gives you the syllabus, the duration and the fee.
Study book
Digital Marketing Basics
Learn how marketing and the customer journey work and how to use websites and SEO, social media, local listings, email and WhatsApp messaging and paid ads honestly, then measure results while respecting privacy and the law.
1Marketing Basics and the Customer Journey4 min read · 4 key points · 2 exercises
Key points
- Marketing means understanding customers and making it easy for them to choose you; digital marketing uses online channels.
- Know who the customer is, what problem you solve and where they spend time.
- The journey runs from awareness to consideration, decision and after-sale.
- Set measurable goals and promise only what you can deliver.
Try this
- Choose a real local business and write its customer, its value proposition and one measurable goal.
- Draw the four stages of the journey for someone buying a mobile phone and list one thing a shop could do at each stage.
2Websites and SEO Basics4 min read · 4 key points · 2 exercises
Key points
- A website gives the business a home it controls, with clear information and contact options.
- SEO helps search engines understand a site; organic results are not paid for.
- Use natural keywords, useful content, clear titles, headings and mobile-friendly pages.
- Nobody can honestly guarantee a first position.
Try this
- Write the headline, three menu items and call to action for a one-page website for a local business you know.
- List five phrases a customer might type into a search box to find that business.
3Social Media and the Content Calendar4 min read · 4 key points · 2 exercises
Key points
- Organic posts are unpaid; start with one or two platforms where customers are.
- Mix useful, behind-the-scenes, proof, offer and interactive posts.
- A content calendar keeps posting steady and planned.
- Reply politely, and do not buy fake followers.
Try this
- Make a two-week content calendar with at least six posts for a real or imaginary business.
- Write one post with a first line, one message, a call to action and correct details.
4Local Listings and Online Reviews3 min read · 4 key points · 2 exercises
Key points
- A local listing shows name, address, hours, phone, photos and reviews on search and maps.
- Keep the name, address and phone number identical everywhere.
- Ask for honest reviews; never buy or fake them.
- Reply to reviews politely and keep the listing up to date.
Try this
- Write out the ideal listing for a local business you know: name, category, hours, description and five photos you would add.
- Write a calm reply to a one-star review about late delivery.
5Email and WhatsApp Messaging, Responsibly4 min read · 4 key points · 2 exercises
Key points
- Always get clear consent before sending marketing messages.
- Do not buy lists; make opting out easy and honour it.
- Check current laws and the app's business rules before promotional messaging.
- Keep messages short, honest and sent at sensible times.
Try this
- Write a sign-up line for a shop that explains what messages customers will receive and how to stop them.
- Write a short appointment-reminder message with a business name and an opt-out line.
6Paid Ads Basics: Budget, Audience, Clicks and Conversions4 min read · 4 key points · 2 exercises
Key points
- Plan the goal, audience, message, landing place and budget before paying.
- CTR is clicks divided by impressions; CPC is spend divided by clicks.
- Conversion rate is conversions divided by clicks.
- Test one change at a time and never trust guaranteed results.
Try this
- Using the numbers: spend ₹900, 150 clicks, 6 sales. Work out the CPC, the conversion rate and the cost per sale.
- Write two different headlines for an advert for a local service and say how you would test which is better.
7Analytics and Measuring Results4 min read · 4 key points · 2 exercises
Key points
- Analytics shows what works so you can improve and stop waste.
- Link measures to your goal; likes and followers alone may not bring customers.
- Calculate return using real profit compared with the cost.
- Review regularly and change one thing at a time.
Try this
- Make a one-month results sheet with columns for date, channel, enquiries and sales for a business you know.
- Calculate whether an advert that cost ₹1,200 and produced ₹3,000 profit before the ad cost made a gain, and by how much.
8Honest Advertising, Privacy and Where to Go Next4 min read · 4 key points · 2 exercises
Key points
- Advertising must be truthful, show real prices and use genuine proof.
- Collect only the personal data you need, keep it safe and never sell it.
- Protect business accounts with strong passwords and two-step sign-in, and beware scams.
- Skills help, but no one can honestly promise a job or income.
Try this
- Rewrite three exaggerated claims (for example "guaranteed 100% result") into honest versions.
- Write a five-line privacy promise for a small shop that collects customer phone numbers.
Glossary: 25 key terms of Digital Marketing Basics
- Marketing
- Everything a business does to understand customers and make it easy for them to choose and buy.
- Digital marketing
- Marketing carried out through the internet and phones.
- Value proposition
- A short, honest statement of why a customer should choose your product or service.
- Customer journey
- The stages a customer passes through from first hearing of a business to buying and afterwards.
- Call to action
- A clear instruction that tells the viewer what to do next, such as call or visit.
- SEO
- Search engine optimisation: improving a website so search engines can understand and show it.
- Keyword
- A word or phrase a person types into a search box.
- Organic
- Reach gained without paying for promotion.
- Landing page
- The page a person arrives at after clicking a link or advert.
- Content calendar
- A plan of what to post and when.
- Hashtag
- A word or phrase marked with a hash sign that groups posts on a topic.
- Local listing
- An online business profile showing name, address, hours, phone, photos and reviews.
- Review
- A customer's public opinion about a business.
- Consent
- A person's clear agreement to receive your messages or have their data used.
- Opt out
- A person's choice to stop receiving messages.
- Spam
- Unwanted bulk messages sent without consent.
- Impression
- One time an advert or post is shown.
- Click-through rate (CTR)
- Clicks divided by impressions, shown as a percentage.
- Cost per click (CPC)
- Money spent divided by the number of clicks.
- Conversion
- The desired action a visitor completes, such as a purchase or enquiry.
- Conversion rate
- Conversions divided by clicks or visits, shown as a percentage.
- Reach
- The number of different people who saw a piece of content.
- Engagement
- Reactions to content such as likes, comments, shares and saves.
- Analytics
- Collecting and studying data about visitors and their actions.
- Testimonial
- A customer's own statement about their experience, used in promotion with permission.
Practice and study material
Study books and timed practice tests in the student portal
Students sign in to read the study books lesson by lesson, print them, mark lessons as done and test themselves with timed practice tests, every answer explained.
- 1study book
- 8lessons
- 40practice questions
- 25glossary terms
How the practice tests work
- Fresh questions each time
Up to 20 questions are picked at random from the subject’s question bank.
- One minute per question
A timer counts down. When it reaches zero, your answers are sent automatically.
- Move around freely
Skip a question, flag it, and come back to change your answer before you submit.
- Learn from every answer
At the end you see the right answer and an explanation for each question.
- Read, print and keep track
Each study book has its lessons, key points, exercises and a glossary. Print a lesson, or mark it as done.
Your centre gives you your login when you enrol.
Try 3 practice questions
Real questions from this course’s question banks. Pick an answer to see the explanation.
What is a value proposition?
Show the answer
Answer: A. A short honest reason to choose your business
It states what you offer and why it is better for the customer.
What is the right way to get reviews?
Show the answer
Answer: D. Ask satisfied customers politely for honest reviews
Honest requests are fair; fake or paid reviews are dishonest.
What is a good way to begin your first paid campaign?
Show the answer
Answer: C. Start with a small budget you can afford to lose
Test small and learn before spending more.
Careers
Careers this course leads towards
The kind of work these skills are used for. Each guide explains what the job involves, the skills it asks for and how to get started.
Graphic designer and DTP operator
Laying out visiting cards, posters, pamphlets and banners, and preparing files that print correctly.
Web developer
Building and updating websites with HTML, CSS and JavaScript, and connecting them to data.
Free calculators
Useful calculators
Free tools that go with this course. They work in your browser, on a phone or a computer.
Percentage and marks calculator
Work out the percentage of your marks in a test or across a whole marksheet.
How admission works
From your first question to your certificate.
The usual steps, at the head office in Delhi or at an authorised member centre.
- Who can join
- Students above 12 years of age.
- Where
- The Delhi head office and authorised member centres.
- Fees and timings
- On WhatsApp at +91 97116 99511, or by phone on 011 2721 1512.
- 1
Ask about the course
Call or WhatsApp the head office, or visit your nearest member centre. Ask for the duration, the fee and the batch timings in writing.
- 2
Fill the admission form
Admission forms are supplied by the head office to every centre.
- 3
Learn in class
Attend your batch at the centre, with the course material and study notes, and sign in to the student portal for the study books and practice tests.
- 4
Take the exam
The institute prefers written exams, taken in front of a teacher.
- 5
Receive your certificate
Students who pass get a Gurukul Technicals Institute certificate and marksheet. Employers can verify it with the head office.
Who can join the digital marketing course?
Students above 12 years of age can take admission, at the Delhi head office or at an authorised member centre. The course suits students, shop owners and job seekers. Tell the head office or your centre what you already know, and they will suggest where to start.
How long is the course and what is the fee?
Duration, fees and batch timings depend on the course and the centre. Ask the head office or your nearest member centre, and get the details in writing before you pay.
Where are the classes?
At the head office in Delhi (A-10, Chief Commissioner Colony, opposite Rana Pratap Bagh) and at authorised member centres. Call or WhatsApp the head office to find the nearest centre.
What do I need to use the study books and practice tests?
A phone or a computer with an internet connection, and the login your centre gives you at enrolment. The student portal opens in an ordinary web browser, so there is nothing to install. Student login.
How do the practice tests work?
Sign in to the student portal and choose a subject. Each test picks up to 20 questions at random from that subject’s question bank and gives you one minute per question, with a timer that sends your answers automatically when it reaches zero. You can skip a question, flag it and come back before you submit, and at the end you see the right answer and an explanation for every question. This course has 40 practice questions across 1 subject, and you can take the tests as often as you like.
Is there an exam and a certificate?
Yes. The institute prefers written exams, taken in front of a teacher. Students who pass receive a Gurukul Technicals Institute certificate and marksheet.
How is a Gurukul Technicals Institute certificate verified?
On the verify certificate page, anyone can enter a certificate number and check it against the institute’s online register, which covers certificates issued through the portal. For older certificates, or if there is any doubt, send a copy to the head office by email or WhatsApp; the reply comes within 2 working days.
Ready to start the digital marketing course?
Ask the head office for the duration, the fee, the batch timings and your nearest member centre.