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| Section | Weight | Objectives |
|---|---|---|
| Email Marketing & Automation | 10% | - Campaign design & segmentation - Open/click rate & conversion metrics - Deliverability & compliance - Automation workflows |
| Digital Marketing Strategy & Planning | 15% | - Digital marketing framework - Business objectives & KPI setting - Regulatory compliance & ethics - Customer journey mapping |
| Emerging Trends & Technologies | 5% | - Mobile & video marketing - AI & marketing automation - Customer experience optimization |
| Paid Media & Search Marketing | 20% | - Bid management & ROI tracking - Social media paid campaigns - Display & programmatic advertising - Google Ads & paid search |
| Content Marketing | 15% | - Content strategy & planning - Storytelling & content formats - Content performance analysis - Content distribution & amplification |
| Search Engine Optimization (SEO) | 20% | - Off-page & link building - Keyword research & SERP analysis - On-page & technical SEO - SEO measurement & tools |
| Analytics & Performance Measurement | 15% | - Conversion rate optimization - Data-driven decision making - Attribution modeling - Google Analytics 4 & reporting |
| Social Media Marketing | 15% | - Influencer & advocacy marketing - Social listening & analytics - Platform strategy & selection - Community management & engagement |
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