Professional Diploma in Digital Marketing modules
The Introduction to Digital Marketing (also known as online marketing, internet marketing or web 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 (DMI) 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.
Digital marketing channels include:
- search engine optimisation
- web analytics
- pay-per-click marketing
- email marketing
- social media marketing
- affiliate marketing
- digital display advertising
- mobile marketing
- online video marketing
- online PR
This opening module on our professional diploma programme explains and demonstrates the power of the internet and how to harness these changes as the relationship between organisations and customers define the way we live. We will be showing how you can apply digital concepts across the marketing function in any business.
- definition of the DMI method
- the DMI framework
- the DMI quality score
- key concepts of digital marketing
- traditional vs digital marketing
- the opportunity of digital marketing
- characteristics of digital marketing
- implications of digital marketing
- market research vs market reality
The Search Engine Optimisation (SEO) 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 on-page optimisation techniques and understand the process of effective keyword research and selection.
You will understand the importance of content updates and will learn about applying appropriate meta tags to drive site optimisation. Students will understand the concept of ranking and be able to perform a range of off-page optimisation activities to improve your site ranking and positioning, such as link building.
At the end of this module, you will be able to monitor and manage your SEO activity by setting a baseline and regularly measuring activity against expectation. You will also be aware of data protection and privacy issues associated with SEO.
- key SEO concepts
- search results and positioning
- benefits of search position
- mechanics of search
- on-page optimisation
- the SEO process
- customer insights
- analysis and review
- keyword research and selection
- meta tags
- SEO site map
- SEO webmaster tools
- off-page optimisation
- inbound links and link building
The Pay-per-click Marketing (PPC) 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.
You will be able to analyse current search marketing activity and target your campaign to key audience groups in order to enhance and improve click through rates. You will recognise the features of strong ad copy and develop your skills in writing compelling ads.
Learn how to set and manage budgets for Adwords campaigns, and measure and analyse their effectiveness by exporting detailed campaign management reports to see how they align with established baseline expectations. You will also be aware of relevant data protection and privacy issues associated with PPC.
- key PPC concepts
- strengths of PPC
- keyword research
- Google PPC
- research tools
- search campaign process
- ad copy
- landing pages
- display networks
- ad centre
- campaign management
- conversion tracking
- conversion metrics: CPA, CTR
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 in third-party email systems and solutions.
Students will understand what split testing entails, and will be able to use key metrics to report on the effectiveness of your email marketing campaigns, including open rates, click-through rates, unsubscribes and bounces.
You will be able to monitor and evaluate email marketing analytics, and be aware of data protection and privacy issues associated with email marketing.
- key email marketing concepts
- campaign process
- online and offline data capture
- email design
- user behaviour and characteristics
- email copy, structure, delivery and systems
- key terms and metrics
- split testing
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 ad campaigns.
You will develop a comprehensive understanding of the creation and deployment of digital display advertising, learning about the wide range of ad display formats and how to select the most appropriate ad format for your campaign target audience.
You will be able to develop clear campaign objectives and measure and optimise your campaign based on firm results analysis. Students will be able to research and use a range of campaign publishers, and know what pricing metrics such as CPM, CPC, CPL and CPA entail commercially.
You will also learn how to use the standard digital media planning process to obtain the best possible return on your digital display advertising efforts.
- key digital display concepts
- benefits and challenges of digital display
- running effective ads
- ad formats and features
- campaign planning
- creative formats
- targeting and tracking your campaign
- optimising the campaign
- campaign budget
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 in the mobile space, and recognise the new opportunity afforded by “always on” mobile devices when interacting with specific audiences based on context and location.
This module covers the key concepts and terminology used in the field of mobile marketing and will equip you with the technical knowledge and skills to build and maintain an effective mobile marketing strategy.
Learn how to run effective SMS campaigns and explore technologies such as NFC, mobile sites, apps and bluetooth. You will recognise the importance of suitable campaign messaging, and the need to validate marketing activity with campaign trials, review and ongoing analytics measurement.
Apply our six-step process for designing and developing effective mobile apps and understand how mobile marketing integrates with the latest advances in social media marketing. The module also covers data protection and privacy issues associated with mobile marketing.
- key mobile marketing concepts
- trends in mobile
- opportunities and risks
- mobile devices
- SMS content
- SMS strategy
- mobile advertising
- mobile apps
- proximity marketing
- QR codes
- examples and case studies
The Web 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.
Discover how to align business KPIs with your analytics goal configuration, and utilise the features of Google Analytics to develop a detailed profile of your target audience’s location, demographics, technology, devices, interests and more.
Learn how to assess the effectiveness of your website’s technical performance and download speed, and how to measure levels of user engagement and conversion by tracking activities such as downloads, video views, purchases and registrations etc.
Create and schedule customised reports and explore the real time and intelligence reporting capabilities of Google Analytics. As with the other modules, you will also be aware of data protection and privacy issues associated with website analytics.
- what is website analytics?
- Google Analytics explained
- understanding your KPIs
- measuring website traffic
- setting up goal and event tracking
- increasing traffic to your web site
- real-time reporting
- intelligence reporting
The Social Media Marketing module is broken into two modules.
The first 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. This module covers the key concepts and terminology used in social media, and you will be able to configure social media accounts across Facebook, Twitter, LinkedIn, YouTube and Google +, as well as learning about the new emergent social platforms.
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. You will be able to accurately measure the effectiveness of your social media campaigns using analytics, and be able to evaluate information about budgetary spend against baseline expectations. Lastly, you will be aware of privacy and data protection issues associated with social media marketing.
- key social media concepts
- social media goals
- setting goals and priorities
- new social challenges
- apps and plug-ins
- KPI measures
The Planning Your Digital Marketing Campaign 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. Appropriate tools are selected on the basis of the anticipated audience(s), and objectives and budget are set based on the channels detailed within the Digital Marketing Institute framework.
An action plan is developed to provide a coherent project structure, including milestones, deliverables and resources. Part three of the Digital Marketing Institute methodology emphasises the importance of an iterative process of monitoring, analysis and enhancement based on performance.
The Strategy and Planning module provides you with the skills to create a formal digital marketing plan for your organisation, which will allow you to implement a successful and effective digital marketing strategy.
- key strategy and planning concepts
- situation analysis
- information gathering
- target audience
- setting objectives
- appropriate tools
- action plan
- setting the budget
- iteration and enhancement
- examples of integrated marketing plans