Professional Documents
Culture Documents
Digital Marketing PDF
Digital Marketing PDF
Digital Marketing
ONLINE LEARNING
Validated by the
Syllabus Advisory Council (SAC)
Content
Professional Diploma in
Digital Marketing
Welcome
Course overview
Course content
How is the course delivered?
Course assessment
Qualifications Roadmap
Subject Matter Experts
Syllabus Advisory Council
Past students
Welcome
Course
Overview
Course
Content
Module 1
Module 2
Module 3
Module 4
Module 5
Email Marketing
Module 6
Module 7
Module 8
Mobile Marketing
Module 9
Analytics
Module 10
MODULE 1
Introduction to
Digital Marketing
The Introduction to Digital Marketing module
Digital Marketing
Principles
Our Tools
MODULE 2
Search Marketing
(SEO)
The Search Engine Optimisation module
search engines.
strategy.
At the end of this module, you will be able
You will learn about the range of specialist
Customer Insights
Positioning
Benefits of Search
Off-Page Optimisation
Selection
Position
Stakeholders in Search
Mechanics of Search
On-Page Optimisation
Console
Building
Layout
Ranking
Meta Tags
MODULE 3
Search Marketing
(PPC)
The Pay Per Click module demonstrates how
Keyword Selection
Campaign Management
Ad Copy
Conversion Tracking
Conversion Metrics:
Click
Landing Pages
Keyword Research
Targeting
Google PPC
Budgets
Bidding
Research Tools
Scheduling
Analytics
Search Campaign
Display Networks
Process
Ad Centre
CPA, CTR
MODULE 4
Digital Display
Advertising
The Digital Display Advertising module
target audience.
display campaigns.
campaigns.
You will also learn how to use the standard
You will develop a comprehensive
advertising efforts.
Ad Formats
Creative Formats
Concepts
Ad Features
Targeting
Benefits of Digital
Ad Display Frequency
Display
Campaign Planning
Optimising the
Challenges of Digital
Campaign Steps
Display
Target Audience
Business Value
Campaign Objectives
Campaign Budget
Campaign
MODULE 5
Email
Marketing
The Email Marketing module covers industry
bounces.
User Behaviour
Scheduling
Concepts
User Characteristics
Measurement
Campaign Process
Email Copy
Email Structure
Split Testing
Email Delivery
Segmentation
Email Systems
Email Design
Filtering
MODULE 6
Social Media
Marketing (Part 1)
The first Social Media Marketing module
audiences.
media platforms.
This module covers the key concepts and
You will appreciate the emerging trends in
Key Concepts
Twitter Features
Google+ Analytics
Twitter Engagement
YouTube Setup
Profile
YouTube Channels
Priorities
Facebook Features
LinkedIn Features
YouTube Channels
Facebook Newsfeed
YouTube Features
Facebook Insights
Google+ Setup
Tumblr
Facebook Business
Google+ Features
Blogging
Page
Google+ Insights
MODULE 7
Social Media
Marketing (Part 2)
The second Social Media Marketing module
schedule.
baseline expectations.
media marketing.
Implementing Social
LinkedIn Advertising
Google+ Insight
Social Listening
Twitter Advertising
YouTube Insight
Content Planning
Facebook Analytics
Scheduling Tools
Twitter Analytics
Facebook Advertising
Snapchat
LinkedIn Analytics
LinkedIn Groups
Facebook Insight
MODULE 8
Mobile
Marketing
The Mobile Marketing module focuses on
consumers.
measurement.
mobile marketing.
strategy.
Websites
Concepts
Mobile Apps
Trends in Mobile
Attributes of Effective
Implementation
Apps
Strategic Steps
Mobile Devices
Marketing Goals
SMS Content
Mobile Apps
SMS Strategy
Proximity Marketing
Key Trends
Mobile Advertising
Bluetooth
Mobile Optimised
QR Codes
Ticketing
MODULE 9
Analytics
Marketing activities.
Technology
Conversions
Goal Set-up
Advertising
eCommerce
Account Set-up
Adwords Campaigns
Reporting
Analytics Code
Traffic Sources
Analytics Profiles
Intelligence Reporting
Bounce Rate
Customised Reporting
Funnels
Site Speed
Audience
Site Search
Dashboard
Events
MODULE 10
Strategy and
Planning
The Strategy and Planning module provides
Information Gathering
Concepts
Target Audience
Measurement
First Steps
Setting Objectives
Iteration &
Planning
Appropriate Tools
Situation Analysis
Action Plan
Enhancement
Course
Delivery
Discussion forums, to
interact with fellow students
and a tutor with an expertise
in digital skills and practices.
Course Assessment
The assessment for the Professional
Qualifications
Roadmap
The Digital Marketing Institute provides a Qualifications Roadmap through
which students can progress, gaining a greater depth of skills as you
advance through the courses.
The roadmap below displays the progression of qualifications, allowing
you to identify your position within the Digital Marketing education path.
Professional
Diploma
Digital Marketing
Digital Selling
Specialist
Diploma
Search Marketing
Social Media Marketing
Mobile Marketing
Digital Strategy & Planning
Postgraduate
Diploma
Digital Marketing
Masters
Digital Marketing
Subject Matter
Experts
The course will introduce you to the most important and
transformative aspects of digital marketing, delivered by the
industrys leading practitioners.
All of your lecturers are specialist professionals in the digital
marketing sector, running and delivering online marketing
campaigns, using the latest tools and techniques on a daily
basis.
They help to create and validate our modules as well as
teach them, so your lectures will be based on our formalised
syllabus of learning overlayed with their real life experiences,
examples and case studies.
Syllabus Advisory
Council
The Syllabus Advisory Council, representing the worlds
largest and most influential digital brands, validates all
Digital Marketing Institute course content.
By providing expert review and recommendations on a
regular basis, the Council ensures that graduates of the
Digital Marketing Institute have learned the most up to date
digital skills, core competencies and knowledge needed to
thrive in their digital careers.
The Syllabus Advisory Council works with the Digital
Marketing Institute to define the skills agenda and address
the global digital skills shortage. The Council ensures that
our courses are developed in alignment with the digital
economys most in-demand digital needs and skillsets.
Certification
The Digital Marketing Institute is the
global certification body for Digital
Marketing education. Our syllabus
defines the framework of knowledge, skill
and competency required to meet the
current and future demands of the Digital
economy, and our practical, industrydriven qualifications are recognised as the
international standard in Digital Marketing
certification.
This award has been credit rated by SQA at Level 8 on the
Scottish Credit and Qualifications Framework (SCQF). SCQF
level 8 corresponds to level 5 on the European Qualifications
Framework (EQF).
Global partners
Digital Marketing Institute courses are
also available to study through our
network of Global Partners. Exclusively
selected and trained by the Digital
Marketing Institute, our Global Partners
are licensed to deliver our educational
courses in locations across Europe, Asia,
Africa and Latin America.
For details of your nearest
classroom location, please visit
digitalmarketinginstitute.com