Foundation in Digital Marketing Course Overview

With a focus on career-ready learning, and delivered through a blend of essential reading, case studies and useful toolkits, this course will quickly make you familiar with the core foundations of digital marketing.

• 6 Interactive Modules.

•  Associate Level Certification.

• 6 Hours self-paced learning content.

• FREE DMI Membership included.

• Practical Toolkits and Templates.

Key skills and competencies you will gain

Customer Journeys Web Concepts and Terminology User Experience Social Media

Social Customer Service Data Security Data Analytics Reporting Data

Module 1 - The Digital Opportunity (1hr 6mins)

Explore the new consumer journey to purchase. Where are the opportunities for your brand? Here we talk about digital touch points, digital disruption and transformation – and what this means for you.

Knowledge Gain:

Key Concepts of Digital  | Customer Behavior  | Customer Journey Influencing Decisions  | Identify Digital Opportunities 

Toolkits:

Buyer Persona Template

Expert Insights:

The Best Digital Marketing Channels with Mark Evans

Module 2 - Websites and Email (1hr 3mins)

Learn about key web concepts and terminology, how to create an online presence and what works for your brand. We’ll take your through the basics of simple but effective web design and eCommerce.

Knowledge Gain:

Online Presence  | Design and UX   | Customer Journey and Conversions  | Email Marketing  

Toolkits:

Email Content and Copywriting Checklist

Case Studies/Webinar:

• The Skimm: Disrupting News Media and Making Email Cool Again

• Email Marketing Strategy - The Ultimate Blueprint

Module 3 - Social Media & Social Selling (1hr 3mins)

We explore the bigger platforms including LinkedIn, Facebook, Twitter, Instagram and Snapchat. Then, a look at social advertising and how it allows for pinpoint targeting.

Knowledge Gain:

Social Media Platforms  | Benefits of Social Media for Business  | Personal Branding  | Social Media Audiences 

Toolkits:

How to Manage your Online Reputation

Case Study:

Glossier: A Thoroughly Modern Beauty Brand

Expert Insights:

Brian Lavery (AccuWeather) on Data and GDPR

Module 4 - Social Customer Service (59mins)

Here you get tactics, techniques, approaches, best practices and customer-friendly digital tricks. Explore online complaints handling, reporting mechanisms, negative feedback and reviews.

Knowledge Gain:

Social Customer Service |  Brand Management  | Benefits of Digital Tools 

Expert Insights:

Facebook Messenger Marketing and Chatbots, with Larry Kim

Module 5 - Digital Challenges and Risks (58mins)

We cover data protection, cyber-security, identity theft, malware and hacking. We also cover important regulatory information – laws and guidelines, GDPR, data security and collection.

Knowledge Gain:

Minimizing Risks within Digital | Using Policies, Guidelines, Data Protection  | Relevant Laws and Guidelines 

Case Study/Webinar:

• Data Privacy - Guidance for Practitioners

• Johnson & Johnson: Big Pharma Pioneers on the Front Line

Module 6 - Digital Mindset 53mins

Learn about S.M.A.R.T (Specific, Measurable, Achievable, Relevant, Timely) business goals and the importance of Key Performance Indicators (KPIs). The Digital Mindset means you think digital first.

Knowledge Gain:

Using Digital to Achieve Business Goals  | Agile Thinkng  | Data Metrics and Analytics  | Nurturing a Digital Mindset and Cuture 

Case Study/Webinar:

• Gimlet Media - Leading the Podcast Industry to its Golden Era

• Agile Thinking in Managing Projects

• Facebook: Shaping the Digital Future

Expert Insights:

The Economist Group White Paper: Talent and Technology in 2020 and beyond