Government of Pakistan

National Vocational and Technical Training Commission

Prime Minister’s Hunarmand Pakistan Program

"Skills for All"

Course Contents/ Lesson Plan

Course Title: Digital Marketing & SEO
Duration: 3 Months

Digital Marketing & SEO

Trainer Name

Course Title Search Engine Optimization (SEO)

Objective of Course Employable skills and hands-on practice for Digital Marketing &
Search Engine Optimization (SEO).
The course offers an in-depth exploration of fundamental concepts
and theories influencing the online customer journey from a potential
prospect to a buying customer. With the proper understanding of
these, students would be able to design effective Digital Marketing
campaigns on any channel and medium.
The core and basic objectives of this course are to enable the aspiring
entrepreneurs to decide what business to start and most importantly
equip them with tools and knowledge to achieve initial traction &
scale by viable Digital Marketing. This course develops skills to
identify emerging marketing opportunities by challenging
conventional wisdom and going out of the box. Besides, a great deal
of emphasis is laid on a new business idea created and distributing it
with the help of hands-on world-renowned conventional and
unconventional marketing. Real-time case studies and relevant
articles would be integrated throughout the course.
Main Expectations:
In short, the course under reference should be delivered by
professional instructors in such a robust hands-on manner that the
trainees are comfortably able to employ their skills for earning money
(through wage/self-employment) at its conclusion.
This course thus clearly goes beyond the domain of the traditional
training practices in vogue and underscores an expectation that a
market-centric approach will be adopted as the main driving force
while delivering it. The instructors should therefore be experienced
enough to be able to identify the training needs for the possible
market roles available out there. Moreover, they should also know
the strengths and weaknesses of each trainee to prepare them for
such market roles during/after the training.
I. Specially designed practical tasks to be performed by the
trainees have been included in the Annexure-I to this document. The
record of all tasks performed individually or in groups must be
preserved by the management of the training Institute clearly
labeling name, trade, session, etc so that these are ready to be
physically inspected/verified through monitoring visits from time to
time. The weekly distribution of tasks has also been indicated in the
weekly lesson plan given in this document.
II. To materialize the main expectations, a special module on Job
Search & Entrepreneurial Skills has been included in the latter part of
this course (5th & 6th month) through which, the trainees will be
made aware of the Job search techniques in the local as well as
international job markets (Gulf countries). Awareness around the visa
Digital Marketing & SEO
 process and immigration laws of the most favored labor destination
countries also form a part of this module. Moreover, the trainees
would also be encouraged to venture into self-employment and
exposed to the main requirements in this regard. It is also expected
that a sense of civic duties/roles and responsibilities will also be
inculcated in the trainees to make them responsible citizens of the
country.
III. A module on Work Place Ethics has also been included to
highlight the importance of good and positive behavior at the
workplace in the line with the best practices elsewhere in the world.
An outline of such qualities has been given in the Appendix to this
document. Its importance should be conveyed in a format that is
attractive and interesting for the trainees such as through PPT slides
+short video documentaries. Needless to say that if the training
provider puts his heart and soul into these otherwise non-technical
components, the image of the Pakistani workforce would undergo a
positive transformation in the local as well as international job
markets.
To maintain interest and motivation of the trainees throughout the
course, modern techniques such as:
• Motivational Lectures
• Success Stories
• Case Studies
These techniques would be employed as an additional training tool
wherever possible (these are explained in the subsequent section on
Training Methodology).
Lastly, evaluation of the competencies acquired by the trainees will
be done objectively at various stages of the training and a proper
record of the same will be maintained. Suffice to say that for such
evaluations, practical tasks would be designed by the training
providers to gauge the problem-solving abilities of the trainees.
(i) Motivational Lectures
The proposed methodology for the training under reference employs
motivation as a tool. Hence besides the purely technical content, a
trainer is required to include elements of motivation in his/her
lecture. To inspire the trainees to utilize the training opportunity to
the full and strive towards professional excellence. Motivational
lectures may also include general topics such as the importance of
moral values and civic role & responsibilities as a Pakistani. A
motivational lecture should be delivered with enough zeal to produce
a deep impact on the trainees. It may comprise of the following:
• Clear Purpose to convey the message to trainees effectively.
• Personal Story to quote as an example to follow.
• Trainees Fit so that the situation is actionable by trainees and
not represent a just idealism.
• Ending Points to persuade the trainees on changing
themselves.
A good motivational lecture should help drive creativity, curiosity,
and spark the desire needed for trainees to want to learn more. The
Digital Marketing & SEO
 impact of a successful motivational strategy is amongst others
commonly visible in increased class participation ratios. It increases
the trainees’ willingness to be engaged on the practical tasks for a
longer time without boredom and loss of interest because they can
see in their mind's eye where their hard work would take them in
short (1-3 years); medium (3 -10 years) and long term (more than 10
years).

As this tool is expected that the training providers would make

arrangements for regular well planned motivational lectures as part
of a coordinated strategy interspersed throughout the training period
as suggested in the weekly lesson plans in this document.
(ii) Success Stories
Another effective way of motivating the trainees is by means of
Success Stories. Its inclusion in the weekly lesson plan at regular
intervals has been recommended till the end of the training.
A success story may be disseminated orally, through a presentation
or by means of a video/documentary of someone that has risen to
fortune, acclaim, or brilliant achievement. A success story shows how
a person achieved his goal through hard work, dedication, and
devotion. An inspiring success story contains compelling and
significant facts articulated clearly and easily comprehendible words.
Moreover, it is helpful if it is assumed that the reader/listener knows
nothing of what is being revealed. The optimum impact is created
when the story is revealed in the form of:-
• Directly in person (At least 2-3 cases must be arranged by the
training institute)
• Through an audio/ videotaped message (2-3 high-quality
videos must be arranged by the training institute). It is expected that
the training provider would collect relevant high-quality success
stories for inclusion in the training as suggested in the weekly lesson
plan given in this document. The suggestive structure and sequence
of a sample success story and its various shapes can be seen in
Annexure III.
(iii) Case Studies
Where a situation allows, case studies can also be presented to the
trainees to widen their understanding of the real-life specific
problem/situation and to explore the solutions. In simple terms, the
case study method of teaching uses a real-life case example/a typical
case to demonstrate a phenomenon in action and explain theoretical
as well as practical aspects of the knowledge related to the same. It
is an effective way to help the trainees comprehend in depth both
the theoretical and practical aspects of the complex phenomenon in
depth with ease. Case teaching can also stimulate the trainees to
participate in discussions and thereby boost their confidence. It also
makes the classroom atmosphere interesting thus maintaining the
trainee interest in training till the end of the course.
Depending on suitability to the trade, the weekly lesson plan in this
document may suggest case studies be presented to the trainees. The
Digital Marketing & SEO
 trainer may adopt a PowerPoint presentation or video format for
such case studies whichever is deemed suitable but only those cases
must be selected that are relevant and of a learning value. The
Trainees should be required and supervised to carefully analyze the
cases. For the purpose, they must be encouraged to inquire and
collect specific information/data, actively participate in the
discussions, and intended solutions to the problem/situation.
Case studies can be implemented in the following ways: -
i. A good quality trade-specific documentary ( At least 2-3
documentaries must be arranged by the training institute)
ii. Health &Safety case studies (2 cases regarding safety and
industrial accidents must be arranged by the training institute)
iii. Field visits( At least one visit to a trade-specific major industry/
site must be arranged by the training institute)
Learning Outcome of the Course Knowledge Proficiency Details
• Knowledge of Information technology catering principles and
Capabilities with particular -emphasis on the technical support of
local area networks.
• Knowledge of securing networks, systems, servers and operating
Systems with troubleshooting.
• Knowledge of the web attacks in modern day servers
Skills Proficiency Details
• Hands on experience in pen testing all network
technologies regarding with local area network.
• Perform various tests to detect and provide defense against
vulnerabilities.
• Practical scenarios to compromise web servers and web
applications.
• Ability to detect attack vectors, identify attack type and provide
continuity of operations.
• Ability to recover data from damaged disks to ensure data
consistency.
• Capable of malware analysis to detect basic working of malwares.
• Pen testing mobile devices and applications.
Course Execution Plan Total Duration of Course: 3 Months
Class Hours: 4 Hours per day
Theory: 20% Practical: 80%
Companies Offering Jobs in the  Freelancing on Upwork & Fiverr
respective trade  Big Retail Businesses
 Software Houses
 Digital Marketing Agencies
 E-commerce Agencies
 B2B Businesses
 Youtube / instagram / TikTok content creators

Digital Marketing & SEO

 All over the world, there is a high demand for Digital Marketing and
Search Engine Optimization. Nowadays you will find websites and
apps on everything plus the increase in an online eCommerce
business. This increase in usage of websites, apps android smart
devices has created new opportunities for all to earn big and make
a career out of this field. With the help of this course, we will be
able to give technical training in Information Technology to our
youth.
There are also opportunities for start-up entrepreneurship due to
the high demand in the market in the following designated jobs;
• Digital Marketing Experts
• SEO Experts
• Social Media Manager
• E-commerce Expert
• Lead Generation
No of Students 25

Learning Place Classroom/Lab

Instructional Resources Learning Material:

• Facebook Blueprint
• Google Analytics Conversion University
• SEO MOZ
• SE RoundTable
• Ahrefs.com
• Searchenginejournal.com
• Semrush.com
• Digital Marketing related Books
• Multiple Online Courses and Webinars from International Experts

Digital Marketing & SEO

 Scheduled Module Title D Learning Units Remarks
Week y
Week 1 Introduction SEO Day 1 Hour#1  Motivational Lecture

Hour#2  Course Introduction

Hour#3  Success stories
Hour#4  Job market
Day 2 Hour#1  What is a search engine?
Hour#2  Institute/work ethics
Hour#3  How search engines work?
Hour#4  What Is SEO?
Day 3 Hour #  What is the need of SEO?
1 &2  History Of SEO
Hour #  How SEO Works
3&4  What is Googlebot (Google Crawler)
Day 4 Hour #  Types Of SEO technique
1&2
Hour #  What Is Google’s SEO Algorithm updates?
3&4

Day 5 Hour #  How to create planning and strategies for SEO

1&2

Hour #  What are SEO tools and why we need it?

3&4
Week 2 Keyword Research Day 1 Hour#1  Motivational Lecture (For further detail  Task - 1
Process please see Page No: 3& 4)
Hour#2  What is Keyword?  Task - 2
Hour #  The impotence of Keyword Research?
3-4  Task - 3
Day 2 Hour#1  Different types of keywords
 Task - 4

 Task - 5

 Task - 6 

 Task - 7
Hour#2  How to do Analysis of keywords using Free &
Paid Tools  Task – 8

 Task – 9

 Task – 10

Digital Marketing & SEO

 Hour#3  How to find easy to rank keywords related to  Task – 11
your website and business.
Hour#4  How to do Analysis of Keyword Using Chrome  Task – 12
Extension
Day 3 Hour#1  How to find the Ranking Keyword Of  Task – 13
&2 competitor
Hour#3  Selecting the right keywords for the project  Task – 14
&4
 Task - 15
Day 4 Hour#1  How to Know Top ranking Keywords of your
&2 sites
Hour #  How to Find hidden ranking keywords of your
3&4 website
Day 5 Hour#1  What Is LSI Keywords: Easy Strategies To find
&2 LSI Keywords
Hour#3  Task 13 & 14 to be practiced by students.
&4
Week 3 On-Page SEO Day 1 Hour#1  Success stories (For further detail please see  Task - 16
Page No: 3& 4)
Hour#2  What are on-page SEO Factors?  Task - 17

Hour#3  Technical SEO vs on-page SEO  Task - 18

Hour#4  Why is on-page SEO significant?  Task – 19

Day 2 Hour#1  Why on-page SEO is so important
 Task – 20
Hour#2  Important On-page SEO Factors You Should
Know  Task – 21
Hour #  URLs help on-page SEO
3-4
Day 3 Hour#1  Title tag & Meta description

Hour#2  On-page SEO for meta tags Details may be

seen at
Hour #  Structured data (schema) Annexure-I
3 -4
Day 4 Hour #  Types of Structured Data
1-2
Hour #  Structured Data Tools
3-4
Day 5 Hour#1  Headers improve on-page SEO
Hour#2  SEO copywriting
Hour#3  Image optimization

Hour#4  Internal linking

Digital Marketing & SEO

Week 4 On-Page SEO Day 1 Hour#1  Use the target keyword early  Task – 22
Hour#2  Does keyword density help on-page SEO?
Hour # 
 Task – 23
Write readable text
3-4
Day 2 Hour#1  Content  Task – 24
Hour#2  Effective On-page SEO Techniques to boost  Task – 25
your rankings
Hour#3  User intent
 Task – 26
Hour#4  Search intent
Day 3 Hour#1  Internal linking  Task – 27
Hour#2  External links
Hour#3  Site security  Task - 28
Hour#4  Mobile responsiveness
 Task – 29
Day 4 Hour #  On-page SEO factor recap
1-2 Details may be
Hour #  Protocols HTTP vs HTTPs seen at
3-4  Page loading speed Annexure-I
Day 5 Hour #  Mobile friendliness
1-2  1st
Hour #  Content audit Monthly
3-4  Conclusion test
Week 5 Off-Page SEO Day 1 Hour#1  Motivational Lecture (For further detail  Task – 30
please see Page No: 3& 4)
Hour#2  What Is Off-Page SEO?  Task – 31
Hour#3  Why Is Off-Page SEO Important?  Task – 32
Hour#4  On-Page SEO vs. Off-Page SEO
Day 2 Hour#1  Boost Off-Page SEO With Backlinks  Task – 33
Hour#2  Broken Content Building
 Task – 34
Hour#3  Double Down On Long-Form Content
Hour#4 
 Task – 35
Strategic Guest Posting
Day 3 Hour#1  Generate Brand Signals  Task – 36
Hour#2  Audit Your Branded Searches
Hour #  Set Up Brand Tracking  Task – 37
3-4  Publish Research-Backed Content
Day 4 Hour#1  Improve E-A-T
Hour#2  Get Brand Mentions on Authority Sites
Hour#3  Link Building is King Details may be
Hour#4  Get Links From Trusted “Seed Sites” seen at
Day 5 Hour#1  Don’t Shy from Blog Commenting Annexure-I
Digital Marketing & SEO
 Hour#2  Get Positive Reviews Online
Hour#3  Bonus Off-Page SEO Techniques
Hour#4  Press Release Distribution
 Participate In Roundup Posts
 Create Visuals That Other Blogs Can Use
 Off-Page SEO Case Studies
Week 6 Technical SEO Day 1 Hour#1  Motivational Lecture (For further detail  Task – 38
please see Page No: 3& 4)
Hour#2  What Is Technical SEO  Task – 39
Hour#3  Technical SEO Ranking factors  Task – 40
Hour#4  Type of meta tags and their effect on SEO
Day 2 Hour#1  Site architecture Optimization  Task – 41

 Task – 42
Hour #  Breadcrumbs
2-3  Task – 43
Hour#4  Permalinks optimization
Day 3 Hour#1  Canonicalization
 Task – 44
Hour#2  What Is Robots.txt File & How to create it  Task – 45
Hour #  Setup of CDN
3-4
Day 4 Hour#1  Installation of SSL
Hour#2  How to Improve Website Performance &
Speed using Plugin
Hour #  How to perform the Page Speed Test Details may be
3-4 seen at
Day 5 Hour#1  XML and HTML sitemap creation and Annexure-I
optimization
Hour#2  How to Add and verify a website in Google
Console
Hour #  Google Analytics setup and monitoring
3-4
Week 7 Technical SEO  Midterm Project / Exam
 Setup of CDN
 Installation of SSL
 How to Improve Website Performance &
Speed using Plugin
 How to perform the Page Speed Test
 XML and HTML sitemap creation and
optimization
 How to Add and verify a website in Google
Console
 Google Analytics setup and monitoring.

Digital Marketing & SEO

Week 8 Content Writing & Social Day 1 Hour#1  Motivational Lecture (For further detail  Task – 46
Media Marketing &2 please see Page No: 3& 4)
Hour#2  What is social media marketing?'  Task – 47
Hour#3  What is a social media marketing strategy?  Task – 48
Hour#4  Creating your own social media marketing
strategy  Task – 49
Day 2 Hour#1  How to create a social media marketing
strategy in 9 steps  Task – 50
Hour#2  Choose goals that align to business objectives
 Task – 51
Hour#3  Get to know your competition
 Task – 51a
Hour#4  Get to know your competition
Day 3 Hour#1  Do a social media audit
Hour#2  Set up accounts and improve profiles
Hour #  Create a social media content calendar
3-4
Day 4 Hour #  Create compelling content
1-2
Hour #  Track performance and make adjustments Details may be
3-4 seen at
Day 5 Hour #  Optimize Your Content for Search Engines Annexure-I
1-2
Hour #  Content Research & Structure
3-4  Content Planning with Keywords
Week 9 Search Engine Day 1 Hour#1  Motivational Lecture (For further detail  Task – 52
Marketing / PPC &2 please see Page No: 3& 4)
Hour#3  Overview of Search Engine Marketing  Task – 53
&4 Strategies (SEM)
Day 2 Hour#1  Search Engine Marketing Strategies:  Task – 54
&2  Who is your target audience? Research and
discover who wants to visit your site before  Task – 55
you delve into your plan.
 Define your goals. What is your target, and  Task – 56
through which means are you going to
achieve the target?  Task – 57
 Get ready with the tools for SEM. For
example, the Keyword analysis tool will help
you find the keywords that will work best for
your business.
 Test your keywords frequently.
Hour#3  Search Engine Marketing Strategies: Details may be
&4  Add fresh content to the site and update your seen at
web design. Annexure-I
 Start with your link-building technique. Build
up your links in blogs, forums, and other
Digital Marketing & SEO
 websites, which will boost your search engine
rankings.
 Think beyond your website. Create some
videos and post them on YouTube.
 Add articles about your site in article
submission sites and give a link to your site
along with the article.
 Update your blog or RSS feed regularly.
Day 3 Hour#1  Track your site performance using a tracking
&2 software
Hour #  Keyword research
3&4  Ad campaigns
 Ad groups
 Keywords
 Add text.
 Landing pages
Day 4 Hour#1  Links
&2  Shortened URL’s
Hour#3  Web Analytics
&4
Day 5 Hour #  Pay-Per-Click (PPC) Advertising
1-2
Hour#3  Google Awards
Hour#4  Yahoo!/Bing Search Marketing
Week 10 Search Engine Day 1 Hour#1  Motivational Lecture (For further detail  Task – 58
Marketing / PPC please see Page No: 3& 4)
Hour #  Sales copy of the products  Task – 59
2-3
Hour#4  Reverse image search  Task – 60
Day 2 Hour#1  Determining your key demographics
&2  Task – 61
Hour#3  Monitor Competitor’s backlinks
&4  Task – 62
Day 3 Hour#1  Infographics:
&2  Write unique description  Task – 63
 Include real data sources
 Include your website link in the infographic  Task – 64
source code
 Use a pleasing design  Task – 65
 Keep your information short and crisp
 Use statistics that will gain more attraction  Task - 66
Hour#3  Share your infographics on social networks
&4  Use a lot of creativity to make your campaign
more successful
 Be available online
 Builds a strong relationship with bloggers
Digital Marketing & SEO
  The post can be shared through social media
 It gives a new perspective to your writing
 An excellent method to share your site link
Day 4 Hour#1  Reverse Guest Posting
&2
Hour#3  Get frequent feedbacks
&4
Day 5 Hour#1  Getting links from brand mentions
&2
Hour#3  Blogger reviews
&4
Week 11 Email Marketing Day 1 Hour#1  Motivational Lecture (For further detail  Task – 67
please see Page No: 3& 4)
Hour#2  What Is Email Marketing?  Task – 68
 Is Email Marketing Outdated?
Hour#3  Getting Started With Email Marketing  Task – 69
Hour#4  The Fundamentals of Email Marketing
 Task – 70
Day 2 Hour#1  How Does Email Marketing Work?
 An Email List  Task – 71
Hour#2  An Email Service Provider
Hour#3  Clearly Defined Goals  Task – 72
 Advantages and Disadvantages of Email
Marketing  Task – 73
Hour#4  Provides Direct Access to Your Audience
 Task – 74
Day 3 Hour#1  Email Provides More Control
 More Personalization Capabilities
Hour#2  Delivery and Deliverability Issues
Hour#3  Email Marketing Examples to Inspire Your
Next Campaign
Hour#4  How to Automate Your Email Marketing Details may be
Day 4 Hour#1  Define Your Email Segments seen at
 Design an Efficient Email Series Annexure-I
Hour#2  Determine the Right Triggers
Hour#3  Best Email Marketing Strategies
 Use the Right Email List-Building Strategies
Hour#4  Practice Good Email List Hygiene
Day 5 Hour#1  Focus on One Objective
Hour#2  Define and Track the Right KPIs
Hour #  How to Write Email Marketing Copy That
3-4 Drives Results
Week 12 YouTube Marketing Day 1 Hour#1  Motivational Lecture (For further detail  Task – 75
please see Page No: 3& 4)

Digital Marketing & SEO

 Hour #  Create and brand your YouTube channel.  Task – 76
2-3
Hour#4  Define your YouTube audience.  Task – 77
 Conduct a competitive analysis.
Day 2 Hour #  Create quality YouTube video content.  Task – 78
1-2

Hour #  Experiment with YouTube Shorts and other

 Task - 79
3-4 features
Day 3 Hour #  Optimize your videos with SEO best practices.
1-2 Details may be
Hour #  Actively engage with your audience seen at
3-4 Annexure-I
Day 4 Hour #  Attract more YouTube subscribers to your
1-2 channel.
Hour #  Use YouTube ads to drive targeted traffic
3-4
Day 5 Hour #  Partner with YouTube influencers
1-2
Hour #  Monitor your YouTube analytics
3-4
Week 13 Introduction to  Motivational Lecture (For further detail
Freelancing please see Page No: 3& 4)
 Students are introduced to:
• the concept of freelancing
• how to become freelance and create a
sustainable income.
• pros and cons of freelancing
• the ethical and professional way of becoming
a productive freelancer.
• resources available for freelancing in the field
of design.
• how to join freelancing sites
• the process of creating a freelancing profile

Digital Marketing & SEO

Project Employable ● Motivational Lecture( For further detail
Project/Assignment please see Page No: 3& 4)
(6 weeks i.e. 7-13) ● Guidelines to the Trainees for selection
in addition of regular of students employable project like
classes. final year project (FYP)
OR ● Assign Independent project to each
On job training ( 2 Trainee
weeks) ● A project based on trainee’s aptitude
and acquired skills.
● Designed by keeping in view the
emerging trends in the local market as
well as across the globe.
● The project idea may be based on
Entrepreneur.
● Leading to the successful employment.
● The duration of the project will be 6
weeks
● Ideas may be generated via different
sites such as: https://1000projects.org/
https://nevonprojects.com/
https://www.freestudentprojects.com/
https://technofizi.net/best-computer-
science-and-engineering-cse-project-
topics-ideas-for-students/
• Final viva/assessment will be conducted
on project assignments.
• At the end of session the project will be
presented in skills competition
• The skill competition will be conducted
on zonal, regional and National level.
• The project will be presented in front of
Industrialists for commercialization
• The best business idea will be placed in
NAVTTC business incubation center for
commercialization.

OR
On job training for 2 weeks:
• Aims to provide 2 weeks industrial
training to the Trainees as part of
overall training program
• Ideal for the manufacturing trades
• As an alternate to the projects that
involve expensive equipment
• Focuses on increasing Trainee’s
motivation, productivity, efficiency and
quick learning approach.

Digital Marketing & SEO

 Tasks For Cyber Security Annexure-I

Task
Task Description Remarks
No.

Digital Marketing & SEO

1 Search Job Market  Search videography jobs available in Pakistan

 Enlist at least five videography job titles

2 Learn Ethics
Prepare a list of your values and prioritize the top 10 values

3 Keyword Research  Study your niche.

 Define your goals.
 Make a list of relevant topics.
 Create a list of seed keywords.
 Use good keyword research tools.
 Identify long tail keywords
 Find Competitors

4 Write an Effective  Write a title that is a question beginning with What,

Title Who, When, or Where.
 Write a title that is a question beginning with How or
Why.
 Write a title that is a question beginning with Is/Are,
Do/Does, or Will.
 Write a title beginning with an -ing verb (like “Creating
a Good Title”).
 Write a title beginning with On (like “On the Titles of
Essays”).

Digital Marketing & SEO

 5 Write an Effective  Write a two-word title.
Title  Write a three-word title.
 Write a four-word title.
 Write a five-word title.
On-Page SEO Develop a detailed SEO strategy for a proposed online
article. The “strategy” consists of two parts: what keywords
6
to target, where to place the keywords in the article.
For example:
• http://www.mulinblog.com/how-to-seo-a-sample-seo-
strategy-by-student-in-my-open-online-course/
Google Search  Present the basics of GSC.
Console
 Show skills about how to use GSC.
7
 Verify that GSC is connected.
 Verify that sitemap is submitted.
 Verify that live testing is enabled.
 Verify that URL indexing is requested.
8 Off-page SEO  Show skills about gathering information about
backlinks sources.
 Present how to submit a website profile on different
search engines and platforms.
 Show how blogger works.
 Present how to create backlinks

9 Google Ads  Show the connection with linked accounts and

payment methods.
 Present the configuration of the Google Ads account.
 Present the overall overview of the Google Ads
account.
 Show implementation of the sales campaign.
 Show implementation of leads campaign.
 Show the implementation of website traffic and
consideration campaigns.
 Show the implementation of brand awareness
campaigns.
 Show implementation of App Promotion campaign.
Built your CV Download professional CV template from any good site
(https://www.coolfreecv.com or relevant)
10A
 Add Personal Information

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  Add Educational details
 Add Experience/Portfolio
 Add contact details/profile links

Create an account
profile on Fiverr (at Create an account by following these steps:
least two gigs) and
Upwork Step 1: Personal Info
10B
Step 2: Professional Info

Step 3: Linked Accounts

Step 4: Account Security
11 Content Writing  Writing assignments at university

 What makes a good piece of academic writing?

 Planning academic writing

 The academic writing process (key steps)

 Academic writing tips

 References and further resources

12 Facebook Ads  Demonstrate about steps involved in setting up
Facebook Ads Manager

 Demonstrate how to boost Facebook post.

 Demonstrate about steps involved in boosting the

Instagram post.

 Demonstrate how to analyze data after boosting the

Instagram post.

 Demonstrate different types of Facebook campaign

objectives.

 Demonstrate how to edit or set up Facebook ad using

ads manager.

 Demonstrate how to create different types of custom

and lookalike audiences.

 Demonstrate how to create a Facebook pixel.

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  Demonstrate how to analyze data in Facebook ads
manager
13 Instagram  Demonstrate basic posting standards of an Instagram
post from URL and mobile app.

 Create a single image and multiple image Instagram

post.

 Compose description on the Instagram post.

 Edit and delete the Instagram post.

 Demonstrate to like, comment on, and share the

Instagram post
14 YouTube Marketing  Create a YouTube channel for business.

 Learn about your audience.

 Research your competition.

• Identify competitors.
• SWOT analysis

 Learn from your favorite channels.

 Optimize your videos to get views.

 Write a strong title and keyword-rich description.

 Eye-catching thumbnail

 Upload video
15 Email Marketing  Creating and monitoring a wide variety of email
marketing campaigns

 Ensuring design and layouts of emails are optimized,

user and mobile-friendly.

 Proofreading key messaging in and out of email

templates

 Sending graphics requests to designers

 Compiling email lists

 Purging email lists

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  Securing email databases for future campaigns

 Following up on emails

 Placing product orders

 Creating digital ads

 Tracking and analyzing campaign results

 Aiding additional digital marketing efforts.

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 Annexure-II:

Motivational Lectures
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Digital Marketing | What is Digital Marketing | DigiSkills Pakistan

https://www.youtube.com/watch?v=zd14KBbtvsk&list=PLuDaS_qIKeXFlDrAla1qfgElEt1PJR
6Lb

E-Learning Point

https://www.youtube.com/channel/UChojD8j-hN358zUyscSb7YA

What Is the Role of Good Manners in the Workplace? By Qasim Ali Shah | In Urdu
https://www.youtube.com/watch?v=Qi6Xn7yKIlQ

Success Story of a 23 Year - Old SEO Expert | How This Business Works | Urdu Hindi
Punjabi

https://www.youtube.com/watch?v=tIQ0CWgszI0

Hisham Sarwar Motivational Story | Pakistani Freelancer

https://www.youtube.com/watch?v=CHm_BH7xAXk

21 Yr Old Pakistani Fiverr Millionaire | 25-35 Lakhs a Month Income | Interview

https://www.youtube.com/watch?v=9WrmYYhr7S0

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 Annexure-II
SUGGESTIVE FORMAT AND SEQUENCE ORDER OF MOTIVATIONAL LECTURE
Mentor
Mentors are provided an observation checklist form to evaluate and share their observational
feedback on how students within each team engage and collaborate in a learning
environment. The checklist is provided at two different points: Once towards the end of the
course. The checklists are an opportunity for mentors to share their unique perspective on
group dynamics based on various team activities, gameplay sessions, pitch preparation,
and other sessions, giving insights on the nature of communication and teamwork taking
place and how both learning outcomes and the student experience can be improved in the
future.

Session- 1 (Communication):
Please find below an overview of the activities taking place Session plan that will support
your delivery and an overview of this session’s activity.

Session- 1 OVERVIEW
Aims and Objectives:
 To introduce the communication skills and how it will work
 Get to know mentor and team - build rapport and develop a strong sense of
a team
 Provide an introduction to communication skills
 Team to collaborate on an activity sheet developing their communication,
teamwork, and problem-solving
 Gain an understanding of participants’ own communication skills rating at the
start of the program

Activity: Participant Time Teacher Time Mentor Time

Intro Attend and
contribute to the
scheduled.
Understand good
communication
skills and how it
works.
Understand what
good
communication
skills mean
Understand what
skills are important
for good
communication
skills
Key learning Resources: Enterprise skills

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 outcomes: developed:
 Understand the  Podium  Communication
communication  Projector  Self Confidence
skills and how it  Computer  Teamwork
works.  Flip Chart
 Understand what  Marker
communication
skills mean
 Understand what
skills are
important for
communication
skills

Schedule Mentor Should do

Welcome: Short welcome and ask the Mentor to introduce
5 min him/herself.
Provide a brief welcome to the qualification for the class.
Note for Instructor: Throughout this session, please
monitor the session to ensure nothing inappropriate is
being happened.
Icebreaker: Start your session by delivering an icebreaker, this will
10 min enable you and your team to start to build rapport and
create a team presentation for the tasks ahead.
The icebreaker below should work well at introductions
and encouraging communication, but feel free to use
others if you think they are more appropriate. It is
important to encourage young people to get to know
each other and build strong team links during the first
hour; this will help to increase their motivation and
communication throughout the sessions.
Introduction & Provide a brief introduction of the qualification to the
Onboarding: class and play the “Onboarding Video or Presentation”.
20mins In your introduction cover the following:
1. Explanation of the program and structure. (Kamyab
jawan Program)
2. How you will use your communication skills in your
professional life.
3. Key contacts and key information – e.g. role of
teacher, mentor, and SEED. Policies and procedures
(user agreements and “contact us” section). Everyone to
go to the Group Rules tab at the top of their screen,
read out the rules, and ask everyone to verbally agree.
Ensure that the consequences are clear for using the
platform outside of hours. (9am-8pm)
4. What is up next for the next 2 weeks ahead so
young people know what to expect (see pages 5-7 for an
overview of the challenge). Allow young people to ask
any questions about the session topic.
Team Activity Planning: MENTOR: Explain to the whole team that you will now
30 minutes be planning how to collaborate for the first and second

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 collaborative Team Activities that will take place outside
of the session. There will not be another session until
the next session so this step is required because
communicating and making decisions outside of a
session requires a different strategy that must be
agreed upon so that everyone knows what they are
doing for this activity and how.
 “IDENTIFY ENTREPRENEURS” TEAM
ACTIVITY
 “BRAINSTORMING SOCIAL PROBLEMS” TEAM
ACTIVITY”
As a team, collaborate on a creative brainstorm on
social problems in your community. Vote on the areas
you feel most passionate about as a team, then write
down what change you would like to see happen.
Make sure the teams have the opportunity to talk
about how they want to work as a team through the
activities
e.g. when they want to complete the activities, how to
communicate, the role of the project manager, etc.
Make sure you allocate each young person a specific
week that they are the project manager for the weekly
activities and make a note of this.
Type up notes for their strategy if this is helpful - it can
be included underneath the Team Contract.
Session Close: MENTOR: Close the session with the opportunity for
5 minutes anyone to ask any remaining questions.
Instructor:
Facilitate the wrap-up of the session. A quick reminder
of what is coming up next and when the next session
will be.

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 MOTIVATIONAL LECTURES LINKS.
TOPIC SPEAKER LINK
How to Face Qasim Ali Shah https://www.youtube.com/watch?v=OrQte08Ml90
Problems In
Life
Just Control Qasim Ali Shah https://www.youtube.com/watch?v=JzFs__yJt-w
Your
Emotions
How to Qasim Ali Shah https://www.youtube.com/watch?v=PhHAQEGehKc
Communicate
Effectively
Your Tony Robbins https://www.youtube.com/watch?v=5fS3rj6eIFg
ATTITUDE is Les Brown
Everything David Goggins
Jocko Willink
Wayne Dyer
Eckart Tolle
Control Your Jim Rohn https://www.youtube.com/watch?v=chn86sH0O5U
EMOTIONS Les Brown
TD Jakes
Tony Robbins
Defeat Fear, Shaykh Atif https://www.youtube.com/watch?v=s10dzfbozd4
Build Ahmed
Confidence
Wisdom of Learn Kurooji https://www.youtube.com/watch?v=bEU7V5rJTtw
the Eagle
The Power of Titan Man https://www.youtube.com/watch?v=r8LJ5X2ejqU
ATTITUDE
STOP Arnold https://www.youtube.com/watch?v=kzSBrJmXqdg
WASTING Schwarzenegger
TIME
Risk of Denzel https://www.youtube.com/watch?v=tbnzAVRZ9Xc
Success Washington

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 Annexure-III
SUCCESS STORY

S. No Key Information Detail/Description

1. Self & Family background Danyal Saleem, who lives in Mirpur (AJK), is an
example of how hard work and perseverance can reap
rich rewards when bidding for projects online.
The graphic designer works exclusively on an online
freelancing platform and has earned, on average,
US$20,000 per month for the past several months. But
this isn’t a story of overnight success – Danyal has
had to work hard to differentiate himself and stay true to
his goal.

It was a full year later, in May 2017, when Danyal finally

decided to jump in. He signed up for one of the
numerous sites that connect designers or coders with
people or companies that have small projects, like
designing a logo or building a website.
He had already started a small business to help pay for
his college education, so he was nervous and
apprehensive about the decision. “I gave myself two or
three months at most. If I didn’t succeed, then I would
go back to running the business as it was showing
potential,” he says.
If at first, you don’t succeed, try try again

2. How he came on board Certification in graphic designing from STEPS(NAVTTC

NAVTTC Training/ or got partner institute)
trained through any other
source

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 3. Post-training activities Danyal’s area of expertise is in graphic design. In his
first month using Fiverr, he pitched mostly for projects
centered around logo designing. But it wasn’t so simple.
In the first few weeks, he didn’t hear back from even a
single client, despite pitching for dozens of projects.

“I needed to understand what worked, so I read

blogs,participated in forums, and analyzed profiles of
successful freelancers. It was an uphill struggle, but I
didn’t want to give up,” he explains.

Danyal says he understands why clients would be

apprehensive giving projects to untested freelancers.
They have hundreds of options to choose from, he
explains, and to give a project to someone with no
experience requires a strong leap of faith.

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 A slow stream of projects started to come Danyal’s way.
Within a few months, he was landing an average of a
hundred projects every month, with a large number of
repeat clients. He also expanded the range of his
professional services, branching out from logo design to
business cards, banners, Facebook cover pages,
letterheads, and stationery.

But he’s had to face his fair share of challenges too.

The shoddy state of internet infrastructure in his city,
Mirpur, threatened to derail his freelancing career.
“Sometimes I haven’t had connectivity for two days
straight,” he explains. “That’s unthinkable for someone
who makes his livelihood on the internet.”

4. Message to others Take the training opportunity seriously

Impose self-discipline and ensure regularity
(under training) Make Hard work pays in the end so be always ready for
the same.

Note: Success story is a source of motivation for the trainees and can be presented in
several ways/forms in a NAVTTC skill development course as under: -

1. To call a passed out successful trainee of the institute. He will narrate his success story to
the trainees in his own words and meet trainees as well.
2. To see and listen to a recorded video/clip (5 to 7 minutes) showing a successful
trainee Audio-video recording that has to cover the above-mentioned points.
3. The teacher displays the picture of a successful trainee (name, trade, institute,
organization, job, earning, etc) and narrates his/her story in the teacher’s own motivational
words.

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 Annexure-IV:
Workplace/Institute Ethics Guide

Work ethic is a standard of conduct and values for job performance. The modern definition of
what constitutes good work ethics often varies. Different businesses have different
expectations. Work ethic is a belief that hard work and diligence have a moral benefit and an
inherent ability, virtue, or value to strengthen character and individual abilities. It is a set of
values-centered on the importance of work and manifested by determination or desire to
work hard.

The following ten work ethics are defined as essential for student success:

1. Attendance:
Be at work every day possible, plan your absences don’t abuse leave time. Be
punctual every day.
2. Character:
Honesty is the single most important factor having a direct bearing on the final
success of an individual, corporation, or product. Complete assigned tasks correctly
and promptly. Look to improve your skills.
3. Team Work:
The ability to get along with others including those you don’t necessarily like. The ability
to carry your weight and help others who are struggling. Recognize when to speak up
with many ideas and when to compromise by blend ideas together.
4. Appearance:
Dress for success set your best foot forward, personal hygiene, good manner,
remember that the first impression of who you are can last a lifetime
5. Attitude:
Listen to suggestions and be positive, accept responsibility. If you make a mistake,
admit it. Values workplace safety rules and precautions for personal and co-worker
safety. Avoids unnecessary risks. Willing to learn new processes, systems, and
procedures in light of changing responsibilities.
6. Productivity:
Do the work correctly, quality and timelines are prized. Get along with fellows,

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 cooperation is the key to productivity. Help out whenever asked, do extra without being
asked. Take pride in your work, do things the best you know-how. Eagerly focuses
energy on accomplishing tasks, also referred to as demonstrating ownership. Takes
pride in work.

7. Organizational Skills:
Make an effort to improve, learn ways to better yourself. Time management; utilize time
and resources to get the most out of both. Take an appropriate approach to social
interactions at work. Maintains focus on work responsibilities.
8. Communication:
Written communication, being able to correctly write reports and memos.
Verbal communications, being able to communicate one on one or to a group.
9. Cooperation:
Follow institute rules and regulations, learn and follow expectations. Get along with
fellows, cooperation is the key to productivity. Able to welcome and adapt to changing
work situations and the application of new or different skills.
10. Respect:
Work hard, work to the best of your ability. Carry out orders, do what’s asked the first
time. Show respect, accept, and acknowledge an individual’s talents and knowledge.
Respects diversity in the workplace, including showing due respect for different
perspectives, opinions, and suggestions.

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11. Organizational Skills:
Make an effort to improve, learn ways to better yourself. Time management; utilize time and
resources to get the most out of both. Take an appropriate approach to social interactions at
work. Maintains focus on work responsibilities.
12. Communication:
Written communication, being able to correctly write reports and memos. Verbal
communications, being able to communicate one on one or to a group.
13. Cooperation:
Follow institute rules and regulations, learn and follow expectations. Get along with fellows,
cooperation is the key to productivity. Able to welcome and adapt to changing work situations
and the application of new or different skills.

14. Respect:
Work hard, work to the best of your ability. Carry out orders, do what’s asked the first time. Show
respect, accept, and acknowledge an individual’s talents and knowledge. Respects diversity in the
workplace, including showing due respect for different perspectives, opinions, and suggestions.

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