Becoming a Certified Digital Marketing Professional will ensure you know the tools and skills needed to create a cohesive, effective online marketing strategy.
The modules in our Professional Diploma course that cover indetail all of the disciplines involved in best practice digital marketing which include:
- Introduction to Digital Marketing
- Search Marketing: SEO
- Search Marketing: PPC
- Digital Display Advertising (DDA)
- Email Marketing
- Social Media Marketing
- Mobile Marketing
- Strategy & Planning
Introduction to Digital Marketing
The Introduction to Digital Marketing explores how to harness the power of digital within the context of your organization’s marketing strategy. You will gain a fundamental understanding of the core principles of digital marketing, and be able to distinguish between traditional and digital techniques. This module will provide you with an understanding of what is involved in creating and implementing effective digital marketing campaigns. It also introduces the foundational aspects of digital marketing and covers areas including:search, digital display, email marketing, social media and mobile marketing, as well asanalytics. You will understand how to develop an integrated and effective digital marketing plan that incorporates these various specialisms. In addition, you will know how toconduct ongoing analysis and measurement in order to manage and evaluate your digital marketing efforts and budgets.
Search Engine Optimization:SEO
This will help you to understand the concept of Search Engine Optimization (SEO) and how you can leverage key techniques to improve your website’s organic ranking on search engineresults pages (SERPS) to drive more traffic. It also covers key terminology and technical insights necessary to cultivate an effective SEO strategy. You will explore keyword research and the process of selecting suitable keywords for your website, as well as other types of optimization for online content. You will understand how to create and include effective content and use meta-tags through out your website. The module will also explore how websites are viewed and evaluated by search engine spiders, and how to speed up the indexation process. You’ll learn about a range of specialist tools that are available to help common search engines find, view and rate websites. The module will also cover off-page elements of optimization including inbound linking and techniques that can boost a website’s inbound link popularity. You will recognize how SEO is content-driven, and understand the importance of creating fresh, relevantand original content to enhance your ranking. This SEO module will enable you to monitorand manage your SEO activity by setting abaseline and regularly measuring activity against your pre-determined goals.
Search Engine Marketing:PPC
The Search Marketing: PPC module will teach you about the importance of Pay-Per-Click Advertising (PPC), and how it canbe used to effectively drive quality traffic toyour website, as well as the accompany ingterminology and technical skills. During the module, you will understand how to set up a Google AdWords account and develop an AdWords campaign through threekey elements: keyword research, ad copy and landing pages. The module also addresses AdWords campaign settings and ongoing campaign management. You will be able to conduct keyword research and know the range of specialist tools that are available to help run and administer effective PPC campaigns in order to maximize your advertising spend. This will enable youto analyze current search marketing activity and tailor and target campaigns to enhanceengagement rates. You will recognize the features of effective, optimized ads and develop skills in writing compelling and targeted ad copy. Finally, this module ensures you know how to set and manage budgets for AdWords campaigns and measure and analyze their effectiveness through the generation of detailed reports.
Digital Display Advertising
The Digital Display Advertising module will help you to create and implement effective digital display advertising campaigns. It covers the core concepts and terminology associated with digital display advertising as well as key campaign aspects including: adformats, campaign setup and planning, target audience definition and publisher selection, campaign administration, budgeting(including different pricing metrics), measurement and optimization. The module will reference different display advertising campaigns, and use a wide range of ad campaign examples showcasing strong ad creatives to demonstrate how different formats can be applied and published.You will learn about the wide range of display ad formats and how to carefully choose the most appropriate one/s for your target audience segments.In addition, you will know how to develop clear objectives, deploy a campaign and then measure and optimize your campaign based on analytics. You will also be able to research and use a range of campaign publishers.
Social Media Marketing
The Social Media Marketing module covers the key concepts and terminology used in social media marketing and its primary platforms including Facebook, Instagram, Twitter, Periscope and LinkedIn. This module will help you set up and prepare social media marketing initiatives. It covers defining goals and setting Key Performance Indicators (KPIs) for your social media campaigns and explores a range of core social media platforms. You will understand how to develop the knowledge and skills to effectively engage with customers across a diverse range of social media platforms. This will help you appreciate current trends and innovations in the social media space, and spot opportunities to convert the “alwaysconnected” social consumer. Finally, this module will ensure you can recognize the suitability of different social platforms for your objectives so you can select and prioritize those that align with different goals for your organization,customers, products and services. You will recognize that different social media communication styles may apply for different target audiences and be able to implement them appropriately.
This module will help you develop the skills needed to implement the full range of social mediatools and platforms to cultivate and sustain relationships with customers.It builds upon Social Media Marketing(Part 1) and expands upon the topics and platforms introduced. In this module, you will understand the challenges involved in implementing an effective social media strategy for your business, especially when using paid advertising options. You will cover some supplementary social media channels such as YouTube, Google+and Pinterest and learn the importance ofthese for achieving specific social media goals. Using advanced features including individualnative analytics platforms, such as FacebookInsights and Twitter Analytics will also becovered. This will allow you to become familiar with how to schedule, manage and report on your campaigns and social media activity.Finally, you will be able to measure and optimize your social media campaigns and be aware of the relevant privacy laws in this area.
The Mobile Marketing module will help youcreate and deliver effective mobile marketing campaigns. You will cover the key concepts that underpin mobile marketing, and understand the value of immediacy, mobility and personalization within any mobile marketing activity. You will also understand the importance and key components of a mobile-optimized website. This module will enable you to recognize the key attributes of effective mobile apps and take the 7 necessary steps to create one that is effective. You will explore mobile search, its differences and similarities to desktop search and the role of AdWords in mobile search.By understanding the necessary knowledge and skills, you will know how to utilize the power of mobile technologies as a way to access increasingly mobile consumers. You will look at the emergent trends within the mobile space and recognize the opportunities to convert “always on” mobileusers, and interact effectively with specificaudiences based on context and location.In addition, you will explore mobile advertising and the range of technologies that are available to help engage with consumers such as SMS, NFC, mobile sites, apps and Bluetooth. You will also recognize the importance of suitable campaign messaging, and the need to validate marketing activity with campaigntrials, reviews and ongoing analytics and measurement.
The Analytics module will help you develop the knowledge and skills required to measure, monitor and optimize your digital marketing activity. This will equip you with the technical understanding and insights to build an online reporting structure for your business. In order to monitor and measure online traffic, you will know the range of specialist tools on offer. You will also explore the business benefits of using analytics tools as a standard.This module will teach you to set up accounts, views and permissions and apply analytics tracking across your website(s). You will understand the importance of aligning business KPIs with your analytics goal configuration and learn how to utilize the features of Google Analytics to develop a detailed profile of your target audience(location, demographics, technology, devices,and interests). With new skills, you will be able to assess the effectiveness of a website in terms ofi ts technical performance and speed and measure levels of user engagement and conversion by tracking activities such as downloads, video views, purchases and registrations etc. Finally, you will be able to output a range of standard reports from analytics such asvisitors, traffic, content, goals, e-Commerce, AdWords and event tracking. You will be capable of creating and scheduling customized reports as and when required.
Strategy and Planning
The Strategy and Planning module provides the skills to create a formal digital marketing plan for your organization, enabling you to work effectively with a digital agency or external contractors as required, and establish an approach that will allow you to implement a successful digital marketing strategy.This module is based on the Digital Marketing Institute methodology, which consists of aprocess based on three distinct parts.
- Part 1 includes a situation analysis exercise,a formal information gathering process, andan audience definition exercise.
- Part 2 develops a set of clear and meaningful objectives for the digital marketing plan.An action plan is developed to provide a coherent project structure, including mile stones, deliverables and resources.
- Part 3 emphasizes the importance of an iterative process of monitoring, analysis and enhancement based on the performance of digital marketing activities and campaigns.This module brings together all the strands ofthe Professional Diploma in Digital Marketing to create a coherent digital marketing plan based on our proven planning methodology and process.