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

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

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

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

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

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

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

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

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

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