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Short Course by  Dow Training
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The internet marketing course provided by Dow Training has the best course structure and covers each and every aspect of internet marketing.The course is designed such that students can easily grasp each and every module of this course easily and become an expert in all aspects of online marketing.


Module 1 - Introduction
  • Introduction to Online Marketing 
  • Basic Description SEM, SEO, SEA, SMM, SMO, SMA, PPC, Affiliate Marketing, 
  • Email Marketing
  • Search Engine Basics
  • Major Search Engines
  • Web Ranking
  • Ranking algorithms
  • Page Ranks
  • Web Designing Basics
  • WYSIWYG Editors
Module 3 - Search Engine Optimization (SEO)
Category - Search Engine Marketing (SEM) 
SEO - On Page Optimization 
  • Initial Site Analysis
  • Competition Analysis
  • Keyword Research
  • Keyword Density Analysis and Placement
  • Title/Description/Keywords & Various Other Meta Tags Development 
  • Site (URL) Structure Analysis
  • Web Designing Basics and WYSIWYG Editors
  • URL renaming/re-writing
  • Content Development Check
  • Brief Keyword Competition Review
  • H1, H2, H3 Tags
  • Anchor Text
  • Existing Web Content Optimization
  • Image Optimization
  • Use of robots.txt
  • HTML Validation
  • Doorway Pages
  • Invisible Text
  • Cloaking
  • Creation of XML / HTML / ROR / Text Sitemaps
  • Submitting sites to Google and Yahoo Webmasters
  • Canonical / 404 Implementation
  • Google Sitemap Creation
  • Yahoo Sitemap Creation
  • Competitor Analysis & Monitoring
  • Google Webmaster Account Setup and management
  • Google Analytics (Statistics) setup and management
  • Creating of Favicons SEO-Off Page Optimization
  • Search Engine Submission
  • Directory Submission
  • DMOZ
  • Submission 
  • Article submission 
  • Alexa Insights 
  • Google Hot Trends and Insights 
  • Google Business centre submissions 
  • Press Release Submission
  • Content editing & Content Rewriting
SEO – Essential Tools
  • Google Keyword Tool
  • Word Tracker
  • Keyword Spy
  • Keywords Position Checker
  • Keyword Density Checker
  • Meta Description Creation
  • Google Analytics
  • Stats Counter
Module 4 - Search Engine Advertising (SEA)
Category - Search Engine Marketing (SEM)
Category - Pay Per Click (PPC)
- SEO vs PPC 
- Landing Pages
  • Tracking Bounce Rates and Conversions 
  • Landing Page Optimization 
  • Testing Landing Pages 
SEA - Google Adwords
  • Introduction to Online Advertising and Adwords
  • Adwords Account and Campaign Basi cs
  • Adwords Ad Formats
  • Policies and Ad Quality Issues
  • Adwords Targeting and Placement
  • Adwords Bidding and Budgeting
  • Optimizing Performance
  • Display Advertising on the Google Display Network and Mobile Advertising
  • Performance Monitoring and Conversion Tracking
  • Overview of Local Business Listings and Maps
  • Selling and Representing Adwords
SEA - Microsoft AdCenter
  • Introduction to Microsoft adCenter
  • Editorial Guidelines
  • Landing Page Relevance and Quality Guidelines
  • Intellectual Property Guidelines
  • Click Quality
  • Getting Started - Accounts and Campaigns
  • Microsoft adCenter Targeting
  • Microsoft adCenter Tracking Performance
  • Microsoft adCenter Optimizing Performance
  • Microsoft adCenter Budgeting and Billing
  • Microsoft adCenter Desktop
Module 5 - Social Media Optimization (SMO)
Category - Social Media Marketing (SMM)
  • Introduction to Social Media 
  • Advantages over other forms of Online Marketing 
  • Social Media Strategy
Module 6 - Social Media Advertising (SMA)
  • Category - Social Media Marketing (SMM) 
  • Category - Pay Per Click (PPC)
Module 7 - Email Marketing
  • Email Service Providers (ESPs) 
  • Planning and delivering email campaigns 
  • Online Customer acquisition 
  • Encouraging web visitors to subscribe 
  • Crafting effective registration processes 
  • Customer retention strategies 
  • Choosing frequency schedules 
  • Creating effective email campaigns 
  • Understanding conversion and performance metrics 
  • Inbox Delivery 
  • Reducing abandonment and bounce rates 
  • Structured approaches to testing 
  • A/B and Multivariate testing 
  • Analysing test results 
  • Important Laws on Email Marketing
Module 8- Web Analytics
  • Google Analytics
  • Setup 
  • Installation techniques 
  • campaign tracking & Analysis 
  • Interpreting essential website data 
  • Motion Charts 
  • Advanced Segmentation 
  • Custom reporting 
  • Advanced Filters
  • Module 9 - Content Marketing
  • Digital content 
  • Microsites 
  • White papers 
  • Webcasts/webinars 
  • Podcasts 
  • Video portals 
  • Interactive online 
  • Events


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Over a decade of experience in the field of digital communication, Dow Group has registered its first training centre in UAE - Dubai Knowledge Village in 2012.

Certified instructors and tutors gather to transfer acquired knowledge to your employees; they provide participants with practical skills and information on new technologies through continuous workshops, seminars, long-term courses, and group exercises.


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