The Digital Marketing Professional Certificate is ideal for anyone involved in the planning, implementation or measurement of digital strategies or anyone who would like to pursue a career in this area It is especially suitable for students in marketing and students who aspire to make a career in the digital world. The program is suitable for professionals of all levels and disciplines, more so, it will prepare you to take up a more specialist role within the overall marketing domain.
Through intense praticals, dynamic lectures, case studies and small group discussions, you will be exposed to the latest methods, techniques and tools for improving your organisation’s Digital Marketing as well as brand-building skills. You will be able to create, launch, manage and analyse digital marketing campaigns that yield great return on investment.
Our panel of practitioner-lecturers has specifically structured the curriculum to focus on current trends and best practices in Digital Marketing thereby creating innovative strategies. You will also learn how to leverage these strategies to gain competitive advantage for both your business and for your career.
The Principles of Digital Marketing module will introduce you to the main pillars and help you identify the main purpose of Digital Marketing. You shall also learn how to:
– conduct digital research and setting business objectives for a digital campaign.
-identify digital channels,
– combining traditional and digital marketing for optimal benefits.
-l develop clear digital marketing plan.
– value the importance of industry and cultural research, and much more.
This module introduces you into the basics of social media marketing and how to apply social media concepts and best practices to your marketing activities. You will harness the fundamental principles and identify the most influential platforms for your business. You will also discover the basic features and guidelines for setting up, posting, and optimizing on main social media platforms. You will also learn how to apply basic concepts to inform the development of a Social Media Marketing strategy.
This module drills you in the use of Facebook (Meta) and Instagram to scale your visibility. You shall learn how to create and setup your business page on Facebook and your Business handle on Instagram. You shall also understand the how to link your Instagram handle to your Facebook page and how to integrate your WhatsApp business with Facebook and Instagram. You shall learn how to create, launch, and measure a Facebook paid campaign on Facebook business suite. How to create and launch paid campaigns on Instagram from Facebook business suite. You shall also learn best practices in Facebook and Instagram community building and management, and how to promote your brand.
This module shall enable you to create and properly setup your company page and integrate billing information. You shall also learn how to create, launch, manage and report on campaigns in LinkedIn using paid advertising tools. You shall also recognize the best practices for creating ad campaigns and differentiating between regular and sponsored InMail’s
You shall be able to recognize the key features and capabilities of LinkedIn’s native analytic tools for developing on campaign insights.
The Twitter for business module is the master path to understanding how to use twitter for your brand or organization to increase your ROI.
This module shall enable you to create, manage, optimize, and report on Twitter ad campaigns using paid campaign tools.
You will also be able to differentiate between the ad formats for advertising, identify the features and benefits of twitter Ads Manager, the targeting options and bidding models.
You shall also learn about the key features and capabilities of twitters analytics dashboards.
The SEO module occupies an important position in digital marketing and as such is crucial to your training. Here you shall learn how to build and grow an organic search strategy capable of increasing your website traffic, increase your online conversions, and get higher ranking for keywords. Upon completion of this module, you will be able to understand the differences between SEO and paid search, know how to set the right objectives, develop a concordant SEO strategy, and plan and measure the overall success of your SEO endeavors.
The Pay Per Click module will enable you harness the skills necessary to create, launch, measure and optimize an effective search campaign within google Ads. You shall learn how to use google ads platform to manage your paid search campaign, set auction bidding, carry out efficient targeting, choosing the appropriate keywords. You shall also be able at the end of this module to identify the right KPI’s and the key metrics for measuring success and linking your google ads account to google analytics to evaluate PPC campaigns.
This is the module that would arm you with the right tools to understand the basic concepts, the benefits and real worth of Digital Display Advertising. You will learn how to create, launch, manage and optimize your digital visuals on the google display network (GDN) of Partners platform. You will learn the various formats of creatives available for Display and how to create responsive Ads. You will understand how to set display objectives, apply appropriate targeting, set KPI’s and measure all the relevant metrics for each campaign on digital display ads.
The YouTube advertising shall enable you to develop your skills in digital video platforms. You will learn how to create, set up and optimize your personal channel as well as the channel for your business. You will understand the benefits of YouTube advertising as well as the objectives. You will explore the key components of the YouTube platform to upload, edit and publish compelling videos.
You will also learn how to use the YouTube creative studio to add annotations, video description, keywords integration in video description. The various formats of YouTube advertising and their buying mechanisms. How to create a YouTube campaign on Google Ads. You shall also learn best practices in YouTube monetization.
The TikTok advertising shall enable you to develop your skills in digital video ads with this rapidly growing platform. You will learn how to create, set up and optimize a TikTok account for your business. You will understand the benefits of TikTok advertising and selling as well as the objectives.
You will explore the key components of the TikTok video platform to upload, edit and publish effective videos.
The Mobile marketing Module shall drill you with the important part that mobile paly in our lives today. You shall learn the key concepts of mobile as an omni channel platform. You will also understand the ‘mobile first’ attitude and the objectives of mobile friendly, mobile optimized and mobile responsive sites and mobile Apps. You shall also learn the basics of SMS campaigns. You shall be able to develop an effective mobile marketing strategy and planning and harness the skills that will permit you to measure and report on mobile activities.
This module shall make you better comprehend the concepts of the oldest digital marketing channel. You will understand the benefits and objectives of e-mail marketing. The module will help you to apply the core principles of a high performing e-mail marketing strategy. You will learn how to design an effective e-mail campaign that generates leads. You will understand the best practices and explore e-mail tests, and to report and optimize a campaign. You will also learn how to apply e-mail automation and its benefits.
In the content marketing module, you will learn how to develop and execute a content marketing strategy and how to develop targeted personas. You will be able to create, curate and promote compelling content and distribute them to various channels and differentiate between topical and evergreen content. You will also understand how to use social listening, competitor analysis, target personas and content management systems.
This module will help you to understand the importance of user experience and User interface in website development. You will learn how to use key elements of web design to create, design, build and publish a basic website on wordpress.org
You will also learn how to choose the most suitable hosting option. You will also understand how to use website insight to optimize the user experience and increase conversion.
The introduction into Analytics module will assist you in assimilating the importance of Analytics in digital marketing as a whole and the key concepts of using analytics. You will be able to create a Google analytics account and install tracking codes on your website. You will learn how to set analytic goals for your business and website and how to measure your KPI’s and website performance. You will also learn how to use insights through tracking to analyze the performance of campaigns and carry out reiteration.
The digital strategy and planning module will help you understand the concepts of a digital marketing strategy, how to execute a coherent plan, conduct all necessary research, set smart objectives and KPI’s to measure campaign success and optimize. You will be able to prepare a strategic plan that incorporates content, search, and creatives.
