The Professional Diploma in Digital Marketing 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. 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 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 efforts.
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 your career.
The Introduction to Digital Marketing module enables you to harness the power of Digital Marketing as a core driver of the marketing strategy for your organisation. You will understand the foundation principles of Digital Marketing, and be able to distinguish how it differs from traditional marketing.
This module will also introduce you to the Digital Marketing Institute Methodology, an iterative framework that outlines the foundation tenets of Digital Marketing and the visual scheme that provides the basis for implementation of the different channels.
The Search Engine Optimisation module examines the various tactics for enhancing your website’s position and ranking with search engines.
The module covers the key concepts and terminology used within the field of SEO and equips marketing professionals with the technical know-how, understanding and insight to build and maintain an effective SEO strategy.
You will learn about the range of specialist tools that are available to help common search engines find, view and rate websites. With this in mind, you will learn about onpage optimisation techniques and understand the process of effective keyword research and selection.
The Pay Per Click module demonstrates how to implement and manage search advertising campaigns. Lectures will cover the key concepts and terminology used within the field of PPC and will equip you with the technical understanding and skills to build and maintain an effective PPC strategy.
You will understand the fundamentals of search engine marketing and appreciate the mechanics of how PPC systems function. Students will develop advanced keyword research and selection skills and learn how to apply these to Adwords campaigns.
The Email Marketing module covers industry best practices for creating and delivering effective email marketing campaigns.
The module covers the four foundational aspects of email marketing: Subscriber Management, Email Design, Delivery and Reporting. You will learn how to develop and manage a subscriber database, and become familiar with the features within third party email systems and solutions.
The Digital Display Advertising module equips you with the skills and knowledge to implement and manage effective digital display campaigns.
The module covers the core concepts and terminology associated with digital display advertising, and explores what is involved in developing and managing effective advertising campaigns.
The first Social Media Marketing module enables you to effectively engage with customers across a diverse range of social media platforms.
You will appreciate the emerging trends in the social media space and the opportunity afforded by the ‘always connected’ social consumer. You will recognise the suitability of different social platforms for your aims and objectives, and appreciate the challenges of social media.
The second Social Media Marketing module explores how to implement social advertising features to build and sustain relationships with customers.
You will appreciate the challenges of implementing an effective Social Media strategy for your business, with a focus on the importance of listening as the critical starting point.
Addressing social media platforms such as Facebook, Twitter and LinkedIn, you will learn how to use advanced features such as Events, Groups, Promotions, Offers and Jobs.
The Mobile Marketing module focuses on utilising the power of mobile technologies as a way to access increasingly mobile consumers.
You will understand emergent trends within the mobile space, and recognise the new opportunity offered by “always on” mobile devices when interacting with specific audiences based on context and location.
This module covers the key concepts and terminology used within the field of mobile marketing and will equip you with the technical knowledge and skills to build and maintain an effective mobile marketing strategy.
The Analytics module enables you to fully measure, monitor and optimise your Digital Marketing activities.
You will learn how to build an online reporting structure for your business, and learn about the range of specialist tools that are available to help you understand how to measure and monitor online traffic.
You will understand the rationale and business benefits of adopting a formal analytics programme, and learn how to set up accounts, profiles and permissions to apply analytics tracking across your websites.
The Strategy and Planning module provides a structured approach for bringing together all the strands of the Professional Diploma in Digital Marketing, to create a coherent Digital Marketing Plan.
This module is based on the Digital Marketing Institute Methodology, which incorporates a nine step process based on three distinct parts.
Part one includes a situation analysis exercise, a formal information gathering process, and an audience definition exercise.
Part two develops a set of clear and meaningful objectives for the Digital Marketing Plan.