The Digital Marketing Foundations module will introduce you to conducting digital research, setting business objectives for a digital campaign and preparing the foundations for developing a targeted marketing strategy.
This module will enable you to create and curate compelling and innovative content. It will also help extend the value of your content and understand how to promote it across distribution channels and measure your content marketing ROI.
The Search Engine Optimisation (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 from competitors and ensure the best possible ROI.
You will develop the knowledge and skills needed to create and manage paid search campaigns in Google AdWords. In addition, you will know how to optimise paid search campaigns by scheduling ads and setting bid adjustments for audiences, locations, and devices.
In order to optimise display and video advertising campaigns, you will understand how to add targeting, re-marketing and a bidding strategy to your campaigns. In addition, you will know how to analyse their effectiveness by pulling detailed reports in Google AdWords and Google Analytics.
In the creation of campaigns, you will know best practice and explore email tests, metrics and statistics to report and optimise a campaign. It will also help you to understand the techniques, process and value of marketing automation.
Through this module, you will set goals for the business and website learning how to use analytics tools to measure your KPIs and website performance. You will also be able to differentiate between the reporting features for monitoring a digital marketing campaign.
The Digital Strategy module uses the PROPEL planning model (Plan, Research, Objectives, Propose, Execute and Learn) to teach you how to design complex, long-term digital marketing strategies that service marketing and commercial objectives.
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