Essentials of Digital Marketing

12 Modules 12 Weeks 2 Assignments
Up to 60 verified hours contribute towards CPD Points

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There’s nothing like feeling that you’re out of touch. Smiling and nodding along will only get you so far in the complex world of digital marketing. If you come from a traditional marketing background, the cyber sea can seem like a scary place. But it needn’t be.


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This course takes you, the non-digital marketer, on a journey of exploration into the many applications of digital marketing and digital media types, and how these can be integrated with offline channels. We’ll delve into topics such as digital disruption, big data and the Internet of Things (IoT), and how this is influencing customer behaviour and changing the marketing mix. We’ll also unpack digital marketing jargon, helping to take out the “fear factor” technical lingo can induce. And while we discuss social media as part of a digital marketing strategy, this is so much more than a social media course. You’ll be given hands-on tools to understand online customer buying patterns and personas and learn how to test your methods and measure performance.

By the end of it you, as a traditional marketer, will be sailing the high digital seas equipped with everything you need to master the waves of information.

What you will learn:

  • The digital marketing world – its terminology, relevance, developments, advantages, challenges and differences to traditional marketing
  • The many applications of digital marketing and media types and how it fits into the overall communications mix
  • The complexities of paid search marketing, SEO, keywords, display advertising and pay-per-click, and how to target and optimise your ads
  • The key success factors of social media marketing and explore what each social media platform can do
  • The role of content marketing and how it supports digital media
  • The role, application and benefits of email marketing, affiliates, sponsorship marketing and marketing automation
  • The online customer experience, journey mapping and buying personas
  • An integrated and effective digital marketing strategy
  • Methods, measure performance and develop digital metrics and KPI’s
  • The process and stages of digital adoption and how the internet can be used as a vehicle for revenue generation

Where this course could take you:

Here are some career opportunities this short course will help you work towards:
  • Digital Marketing Co-ordinator
  • Digital Marketing Manager
  • Marketing Manager
  • Online Brand Manager
  • Content Manager

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