Continuing Professional Development Professional Diploma in Digital Marketing - face-to-face delivery

Entry year
2022/23
Course code
Z20000107
Application
University
Level
Professional/Short Course
Department
Bristol Business School
Campus
Frenchay
Duration
4-6 months
Delivery
Blended (Online and Face-to-Face)
Course Director
Chris Thomas

Page last updated 14 March 2022

Introduction

Accreditations and partnerships:

The term Digital Marketing refers to all marketing activity that uses the Internet and electronic devices. As these technologies are continually evolving, this makes the digital landscape a challenging arena to work in. Professionals who have the skills to navigate this environment are always in high demand.

Marketing Week's own data confirmed that "digital roles in marketing are among the fastest growing in the industry".  The pace and breadth of change can be daunting, whether you are an existing digital practitioner or new to the game. 

Our programme covers the latest information on all the key digital topics needed to progress in the digital world: you'll learn about Google Ads, social media marketing, SEO and much more. The programme will be delivered by experienced practitioners and academics.

When you sign up for the course you automatically become a member of the Digital Marketing Institute (DMI) which means you get access to an extensive toolkit of resources, e-books, podcasts, lessons and much more, all of which can greatly support your learning and career.

You will be able to update your knowledge and skills in every area of digital marketing, as well as obtaining the in-depth knowledge needed to  turn you into a specialist in your preferred digital marketing sector.

Most of the teaching will be delivered online, once a week in the evening, supplemented with three Saturday morning face-to-face sessions which cover the introduction, a mid-course review and an end of course revision session. This blended approach offers you, the student the best of both worlds: the convenience of learning at home as well as the opportunity to network with fellow students and meet your tutor directly.

The Faculty of Business and Law, UWE Bristol, is a registered training provider with the DMI, which is the global certification standard for digital marketing. The DMI certifies digital professionals in over 70 countries. Upon completion of this course participants gain an internationally and industry-wide recognised digital marketing qualification.

The Professional Diploma in Digital Marketing is an in-depth programme created and validated by digital marketing industry specialists. The course syllabus is the most widely taught in digital marketing.


Who's it for?

The Professional Diploma in Digital Marketing is ideal for candidates seeking to gain a fundamental understanding of the digital skills needed to implement a digital strategy for their organisation. In addition it enables them to formulate, run, and measure effective digital marketing campaigns.

This could include:

  • Traditional Marketers and Marketing Executives
  • Marketing Managers and Senior Management
  • Recent Graduates
  • Career Changers
  • IT Managers
  • Small Business Owners
  • Entrepreneurs
  • Anyone in marketing or business who wishes to demonstrate proficiency in digital marketing
  • Those responsible for developing or implementing a digital marketing strategy for their organization

Entry requirements

There are no formal entry requirements but we usually recommend that you have some understanding of marketing.  You may have completed a previous qualification in marketing, or you may have some previous experience of working in marketing.

Careers / Further study

Upon successful completion of the Diploma, you may wish to consider one of our postgraduate qualifications in MSc Digital Marketing or MSc Marketing Communications here at UWE Bristol.

Structure

Content

INTRODUCTION TO DIGITAL MARKETING

The Introduction to Digital Marketing module helps you get to grips with the fundamentals of digital marketing. You'll learn about the key concepts of digital marketing and how it differs from traditional marketing, as well as how these two practices can complement each other. 

You'll learn how to effectively use digital research to uncover audience and industry insights and to develop clear objectives for a digital marketing plan.

CONTENT MARKETING

The Content Marketing module explores the knowledge and skills required to plan and execute a content marketing strategy. You'll learn how to connect content to your buyer's journey and understand how to engage with your audience in a relevant way. It covers content creation, content curation, and how to use scheduling tools and promotion methods. The module concludes by examining the key metrics and tools for measuring the performance of a content marketing strategy.

SOCIAL MEDIA MARKETING

This module explores the key social media platforms needed for digital marketing. You will learn techniques and best practices for growing and engaging with a social media audience as well as  how to create effective paid advertising campaigns. The module also covers how to extract and report on data from the platforms' own analytics tools in order to gain deeper audience and campaign insights.

SEARCH ENGINE OPTIMISATION (SEO)

This module begins with the fundamentals of SEO and how search engines work. It then explores why it is vital to align SEO objectives with overarching business objectives and how to use keyword and competitor research to build an SEO content plan that brings the right kind of visitors to a website. It also covers techniques on how to boost online conversions to help stand out in today's fiercely competitive online marketplace and ensure the best possible return on investment (ROI).

PAID SEARCH (PPC) WITH GOOGLE ADS

In this module, you will develop an understanding of the fundamentals of search marketing within a PPC context, as well as  what is involved in creating and running campaigns using Google Ads. 

Beginning with keywords and keyword research, you'll be able to create your search campaigns from the bottom up. You will learn how to manage paid search advertising budgets, and how to optimise your campaigns. The module also covers conversion tracking and how to measure and report on the performance of paid search campaigns using Google Analytics. 

DISPLAY AND VIDEO ADVERTISING

Covering the fundamentals of Display and Video advertising, this module teaches you how to set up, manage and optimise your YouTube channel and target, test and develop your use of the Google Display Network. The module also explores how to effectively target and remarket to audiences, with display banners and video advertising. The module concludes by identifying the key metrics and tools  required  to analyse and optimise the effectiveness of Display and Video campaigns.

EMAIL MARKETING

Your email list is still one of your most powerful assets. In this module you will learn how to manage and segment your data, test headlines and maximise open rates and ROI.  It also covers marketing automation and the importance of data management regulations.

The module introduces key email marketing tools and techniques, and  explores subscriber lists and best practices in email design. It covers how to create, test, and optimize an email campaign that maximizes email open and click rates and provides an overview of the value provided by marketing automation tools.

WEBSITE OPTIMISATION

This module teaches you how to make a winning website. You will gain the skills and knowledge to create a simple, well-designed, optimised WordPress site that not only looks good but also delivers on your business objectives. The module also covers how to use metrics to capture, track, and measure website activity so as to develop deeper insights.

ANALYTICS WITH GOOGLE ANALYTICS

The Analytics module helps you track, monitor and optimise your digital marketing campaigns effectively to ensure that your digital marketing activities are fully optimised. You will learn how to create an effective online reporting structure for any business.

This module covers the setting of website goals as a means of analysing both performance and customer conversion journeys. It also provides detailed information on how to use Google Analytics reports and features in order to monitor and analyze digital campaigns.

DIGITAL MARKETING STRATEGY

This module adopts a structured approach that brings together all strands of the Professional Certification in Digital Marketing and culminates in a comprehensive, coherent digital marketing plan. 

You'll discover how to create a situation analysis, define your target audience, select measurable objectives, plan your campaign, set the appropriate budget, and measure your campaign effectively.

What do I get out of it?

The programme syllabus is validated by the Digital Marketing Institute's Syllabus Advisory Council, made up of representatives from leading digital giants, including Google, Twitter, Facebook, Microsoft and eBay.

Upon successful completion of a 3-hour Pearson VUE computer-based examination you will be a certified Digital Marketing Professional.

Learning and Teaching

The programme is delivered through online Thursday evening classes (18:00 21:00) and three Saturday face-to-face classes (10:00- 13:00).

All class sessions are interactive, allowing for the exchange of a wide variety of experiences. Our Technology-Enhanced Active Learning (TEAL) rooms will also provide you with a professional environment for practical learning.

Study time

36 hours taught time through the delivery sessions.

Alongside these sessions, participants will be expected to prepare for each module by watching bite-size videos and practical walk-throughs. This will enable more relevant interaction and questioning during the group sessions.

Assessment

This takes the form of a three-hour multiple-choice exam.

Following completion of the programme you will be required to book your exam through Pearson VUE. You will have 6 months from the date of your first taught session in which to sit the exam. You can sit the exam up to 3 times during this period, but please note that only your first attempt is included in your programme fee. Any  further attempts will incur a charge.

Upon completion of your programme, you will receive an industry-recognised, globally respected qualification. Exams are developed in alignment with the programme syllabus, which means that every student is certified to the same standard.

Features

Professional accreditation

The Digital Marketing Institute brings together the world's leading digital brands to review and approve course content, and define an innovative syllabus that will develop your digital career.

Study facilities

The Certification is run in our Technology-Enhanced Active Learning (TEAL) rooms, at our dedicated Bristol Business School, providing a professional environment for your development needs. Located at Frenchay Campus, with easy access to the M4 and M5 motorways and Bristol Parkway rail station, it has four fully equipped training rooms, a communications and reception area.

To be able to fully participate in our programme, you will need to be comfortable with using the Internet and searching for information online. Session materials are presented through a number of sources including Microsoft Word, PowerPoint, pdf and online workbooks and discussions.

As a learner at the University of the West of England, you will also have full access to our library on campus and all online materials and resources.

IT requirements

This programme is delivered in-part online. To ensure you can participate fully in the session and programme materials, please see the following required computer specifications:

Operating system: Windows 7+, Mac OS 10.9

Web browser: Google Chrome is the optimal browser. However other browsers such as Firefox, safari and Microsoft Edge are also compatible.

Required Plugins: Adobe Flash Player

Additional requirements:

  • 256 MB RAM
  • 20 MB free disk space
  • Internet Access - 28.8 kbps speed or above (Broadband connection highly recommended). Slower internet connections may cause issues with audio and video.
  • Soundcard with microphone and headphones (A headset with microphone/headphones is highly recommended)
  • Webcam

 

Prices and dates

Supplementary fee information

Programme dates

Cohort - January 2022TimeLocation

Thur 20 Jan - Online Introduction

Sat 22 Jan - Introduction to Digital Marketing

Thur 27 Jan - Content Marketing

Thur 03 Feb - Social Media Marketing

Thur 10 Feb - SEO

Thur 17 Feb - PPC

Sat 26 Feb - Revison / networking

Thur 03 Mar - YouTube and Display

Thur 10 Mar - Email Marketing

Thur 17 Mar - Website Optimisation

Thur 24 Mar - Analytics

Thur 31 Mar - Digital Marketing Strategy

Sat 09 Apr - Revision / Networking

10:30-11:00

10:00-13:00

18:00-21:00

18:00-21:00

18:00-21:00

18:00-21:00

10:00-13:00

18:00-21:00

18:00-21:00

18:00-21:00

18:00-21:00

18:00-21:00

10:00-13:00

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Frenchay Campus

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Programme fees

Please see the table below for current fees and discounts available. All prices are VAT exempt.

Discounts cannot be used in conjunction with each other. The greatest discount available will be applied at your booking confirmation.

CohortJanuary 2022
LocationFrenchay Campus / Online
Full Fee£1,515
Payment deadlineFriday 14 January 2022
Early Bird Discount£1,364
Payment deadlineFriday 10 December 2021
UWE Alumni Discount£1,288
Payment deadlineFriday 14 January 2022
UWE Staff Discount£1,288
Payment deadlineFriday 14 January 2022
Course Connect Discount£1,212
Payment deadlineFriday 14 January 2022

Fees include your DMI exam registration (1 attempt) and certification and refreshments when attending campus. Parking is only included at the Frenchay Campus location.

Locations

How to apply

How to apply

To make a full or provisional booking for this programme, please complete the relevant online booking form below:

Cohort January 2022  
Start: 22 Jan 2022Booking closedSend an Enquiry

For further information

  • Email: For queries specific to course content or suitability please email Course Leader, Chris Thomas on Chris7.Thomas@uwe.ac.uk. For all other queries, please contact us through the online enquiry form.
  • Telephone: +44 (0)117 32 81598