Continuing Professional Development Professional Diploma in Digital Marketing

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 analyse 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) allowing you to study while still holding down a full-time job. 

Study time

36 hours taught time through the delivery sessions.

Alongside the online sessions, participants will be expected to prepare for each module by watching bite-size videos and practical walk-throughs. These can be accessed at any time, providing complete flexibility of learning at the participant's own pace.

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.