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Digital Marketing Certificate

Digital Marketing Certificate

Overview

This course provides a complete overview of all aspects of digital marketing and how to integrate and use them to achieve business objectives. It is designed to cover the complete marketing mix and be relevant across multiple roles and disciplines, whether client side or agency.

Who should attend?

  • Marketers who have some experience in digital but want to grow their confidence
  • Those who may have only one perspective of digital, or be a specialist in one area of digital, and want to broaden their skill base
  • Those marketing and advertising professionals who are new to digital and keen to learn how to leverage digital across a broad spectrum of channels
  • Those who are interested in seeing how digital is approached from both a client and agency perspective.

Learning outcomes

  • Understand the scope of digital marketing and how it integrates with overall business and marketing strategy
  • How to assess various digital channels and understand which are most suitable to an idea or solution
  • Understand the fundamentals of a digital marketing campaign, and be able to apply it to achieve your business objectives.

Course Outline

Modules:

1.       Fundamentals – Understanding consumers

  • How the online marketing landscape is changing
  • Understanding consumer behavior and translating that into good customer experience

2.       Fundamentals – Content

  • Content strategy, planning, creation and designing for the brand
  • Channel constraints and video content

3.       Fundamentals – Data

  • What is big data and how can we use it?
  • Metrics, measurement and evaluation

4.       Tools – Owned media: Website

  • Website development and responsive design
  • Designing for usability, function and effectiveness

5.       Tools – Owned media: Mobile and email

  • Mobile sites and apps
  • Email strategy, designing for response, data management and The Spam Act

6.       Tools – Owned and earned: Social

  • Social platforms and an overview of how they are used
  • Social as an earned medium
  • Social media monitoring and community management

7.       Tools – Paid media

  • The paid media landscape, targeting, data and technology
  • Networks, affiliates, email lists and digital out-of-home
  • Paid search – how it works and search for mobile

8.       Applications – Managing digital marketing

  • Managing digital projects
  • Budgets, dashboards and templates

9.       Applications – Campaign planning

  • Planning campaigns for awareness/branding, acquisition and retention

10.   Applications – Optimization and emerging trends

  • Testing – A/B and multivariate and optimization
  • Emerging media, technology and trends

 

Assessment criteria

Your final grade on this marketing certificate course is made up of four elements:

  • An individual assignment in which you will be required to critique a campaign of your choice
  • A group assignment focusing on a case study (from a choice of five covering different market sectors)
  • An exam – two hours, closed book
  • Course participation of which there are three components: Class attendance; participation in class exercises and discussions; completion of pre-class preparation and post-class exercises

 

Online

Our industry benchmark Digital Marketing Certificate is now available online.

The online course covers the same content as our in-class course. Topics are broken down into a series of online modules and in a selection of formats, such as

  • Interactive exercises and assessment tasks
  • Weekly webinar sessions with instructors
  • Access to presentations, reference material and case studies
  • Video and audio content including case studies and tutorials
  • Online class forums to chat to other students, share links and ask questions
  • Guest speakers from industry providing subject matter expertise

How long will it take?

The time commitment for the online Certificate is approximately 3-4 hours per module. There are 10 modules to complete. There will also be assessments which you will need to allocate time for:

  • Two written assignments – unlike the in-class version, both of these are completed individually. Time allocation to complete the assignments is approximately 8 hours each
  • A study day for your exam
  • A final a 2 hour exam at the end of the course.

All of these assessments are completed and submitted remotely, and you’ll receive the same Digital Marketing Certificate as those who complete the in-class version.

Online study options

The Online Digital Marketing Certificate is presented in two formats: Self-Paced and Instructor Moderated.

Self-paced: for the self-motivated

If you need complete flexibility how you study and are good a self-motivator then the self-paced style may suit you better. This is how it works:

  • Course material and exercises are hosted online, designed so you can study entirely at your own pace
  • The material is presented in a variety of formats to keep you engaged
  • Quizzes and assessments will ensure you understand and retain course concepts
  • You can complete your assessments when you wish and you’ll still get a mark and invaluable feedback from an instructor
  • The total time you have to complete the course is 3 months from the date of enrolment. 

Instructor-moderated: for classroom style interaction

If you prefer a more interactive online learning experience, we also offer an instructor-moderated version. The material and delivery are similar to the self paced version with some key differences. You will:

  • Start the course with an online group of students on a specific date
  • Then progress through the course over 12 weeks with them
  • Have weekly online catch ups with your assigned instructor so you can ask questions
  • Get involved with forum discussions, networking and learning with your online classmates
  • Receive regular feedback on your weekly exercises and forum discussions
  • Have the convenience of studying wherever you like

For those who prefer the community and interaction of classroom study with the convenience of online then this option may be for you.

Once you’ve successfully completed the assessments you’ll receive the same Certificate as those who undertake the classroom study.

Fast track your qualifications and enroll today.