Syllabus Overview

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Whether you're a complete beginner, business owner or marketing professional looking to upskill, this professional diploma in digital marketing programme is perfect for you. The Certified Digital Marketing Professional course will introduce you to the key digital marketing specialisms, from mobile and social media to email, PPC marketing and SEO.

Upon successful completion, you will become a Certified Digital Marketing Professional.

Are you right for this course?

The Certified Digital Marketing Professional program is aimed at:

  • Traditional Marketers and Marketing Executives

  • Marketing Managers and Senior Management

  • IT Managers

  • Small Business Owners

  • Career Changers

  • Entrepreneurs

  • Those responsible for developing or implementing a digital marketing strategy for their organization

  • Anyone in marketing or business who wishes to demonstrate proficiency in digital marketing

What will you learn?

By earning this certification, you will be able to:

  • Increase your website’s visibility through Search Engine Optimization (SEO)techniques

  • Drive qualified traffic to your website through Pay-Per-Click (PPC) advertising

  • Execute digital display campaigns

  • Capture, segment and manage subscribers to plan and execute a successful email marketing campaign

  • Use suitable social media channels to grow and engage an audience

  • Measure and optimize social media campaigns

  • Leverage mobile marketing for its micro-targeting advantages

  • Analyze and optimize your overall digital marketing activity

  • Create a formal digital marketing plan for your business

Program Modules

There are ten modules of approximately 3 hours each in this program that provide in-depth coverage of all of the key disciplines required for best practice digital marketing, which include:

  1. Introduction to Digital Marketing

  2. Content Marketing

  3. Social Media Marketing

  4. Search Engine Optimization (SEO)

  5. Paid Search (PPC) Using Google Ads

  6. Display and Video Advertising

  7. Email Marketing

  8. Website Optimization

  9. Analytics Using Google Analytics

  10. Digital Marketing Strategy

*Full course details can be found in the downloadable brochure.

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Module 1 - Introduction to Digital Marketing
Module 1 - Introduction to Digital Marketing

This module introduces the core principles and purpose of digital marketing. It will enable you to develop clear and actionable business objectives for a digital marketing plan, gain audience and industry insight.

Topics include:

Principles of Digital Marketing

Developing Objectives

Digital Research

Cultural Research

Connecting with the Customer

Project Management

Module 2 - Content Marketing
Module 2 - Content Marketing

The Content Marketing module will enable you to develop the knowledge and skills needed to plan and execute a content marketing strategy in a persona-oriented and data-driven way informed by business objectives, aligned with the buyer journey and overall marketing strategy.

Topics:

Concepts & Strategy

Using Content Research

Content Marketing Plans

Creating & Curating Content

Publishing & Distributing Content

Metrics & Performance

Enhancing Creativity

Module 3 - Social Media Marketing
Module 3 - Social Media Marketing

The Social Media module introduces the key platforms for digital marketing and demonstrates how to set up a social media experience for a business.

Topics:

Key Social Platforms

Setting up a Social Media Experience

Growing & Engaging an Audience

Social Media Campaigns

Data-Driven Audience & Campaign Insights

Module 4 - SEO
Module 4 - SEO

The Search Engine Optimization (SEO) module will enable you to build an organic search marketing strategy that brings the right kind of visitors to your website. It will help you understand how to boost conversions, stand out against competitors and ensure the best possible ROI.

Topics:

SEO Fundamentals

SEO & Business Objectives

Keywords

SEO Content Plan

Optimizing Search Ranking

SEO Performance

Problem Solving Skills

Module 5 - Paid Search
Module 5 - Paid Search

This module begins with the fundamentals of paid search and it’s benefits and demonstrates how to implement and manage Pay-Per Click (PPC) campaigns using Google Ads.Through the Paid Search Module, you will understand the key concepts underpinning bid auctions, how to manage paid advertising budgets, and how to optimize paid search campaigns.

Topics:

Fundamentals of Paid Search

Google Ads

Search Campaign Management

Search Campaign Measurement

Module 6 - Display & Video Advertising
Module 6 - Display & Video Advertising

The Display and Video Advertising module begins with the fundamentals of display and video advertising and demonstrates how to set up and manage a YouTube channel.It covers the ad formats available within Google Display Network and YouTube and shows you how to set up and manage campaigns.

Topics:

Fundamentals of Display & Video Advertising

YouTube

Google Display Network

Creating Display and Video Campaigns

Targeting Display and Video Campaigns

Measurement and Optimization

Module 7 - Email Marketing
Module 7 - Email Marketing

The Email Marketing module begins with the fundamentals of email marketing and how the concepts of segmentation, personalization, timing, and engagement along with the legislation and regulations surrounding data protection underpin an effective email marketing strategy.

Topics:

Email Marketing Fundamentals

Tools and Strategy

Email Design

Creating Effective Email Campaigns

Testing and Optimizing

Marketing Automation

Effective Communication

Module 8 - Website Optimisation
Module 8 - Website Optimisation

The Website Optimization module will explore how to build and publish a well-designed, high-performing and optimized website that is aligned to your business goals. You will use the key components of web design to design, create and publish an effective website and choose the most suitable hosting option based on budget and business goals.

Topics:

Web Design and Website Optimization

Websites Design Principles & Website Copy

User-Centered Design

Website Optimization

Website Metrics

Agile Thinking

Module 9 - Analytics
Module 9 - Analytics

The Analytics module begins with the fundamentals of web analytics and the associated legal responsibilities and best practices concerning data collection, consent, and privacy that enable a digital marketer to draw actionable conclusions from website or marketing channel data.

Topics:

Web Analytics Fundamentals

Configuring a Google Analytics Account

Setting Goals

Monitoring Campaigns

Analyzing & Recording Data

Module 10 - Digital Marketing Strategy
Module 10 - Digital Marketing Strategy

The Digital Marketing Strategy module identifies the core components of an effective digital marketing strategy and explains how to develop a successful budget plan and measure the ROI for digital activities.

Topics:

Fundamentals

Strategy Objectives & KPIs

Digital Strategy Research

Creative Strategy

Digital Marketing Execution

Communicating Digital Marketing Strategy

Strategic Thinking

*Full module details can be found in the downloadable brochure.

 

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