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About this Course
Delivered by industry leading experts and taught by Digital Marketing trainers, this certification programme will introduce you to the most relevant and transformative aspects of digital marketing. Subject Matter Experts from leading companies collaborate with the Digital Marketing Institute on the design and development of programme materials, so your learning is shaped by their practical experience, expert insight and case studies.
Whether you are an experienced professional who needs to update their digital marketing skills or planning to start your career in Digital Marketing, our course will help you develop your career and enhance your life. In addition to the Digital Marketing course, Bayswater College students can benefit from the other services we offer including an accommodation service, a busy social and activity programme and English language courses.
The Digital Marketing Foundations module will introduce you to conducting digital research, setting business objectives for a digital campaign and preparing the foundations for developing a targeted marketing strategy.
It will help you identify the core principles and purposes of digital marketing. It will also explore the buyer’s journey process, identify digital channels, the benefits of combining traditional and digital marketing and the principles of 3i methodology. Through this module, you will develop clear and actionable objectives for a digital marketing plan. It will also help you to use digital research and social listening by looking at research concepts, platforms, tools and value the importance of industry and cultural research.
On completion, you will recognize how teamwork and roles can contribute to your digital marketing strategy and introduce the PROPEL model as a framework for planning.
The Website Optimization module will explore how to build and publish a well-designed, high-performing and optimized website that is aligned to your business goals.
You will use the key components of web design to design, create and publish an effective website and choose the most suitable hosting option based on budget and business goals. At the end of the Website Optimization module you will know how to improve user experience through A/B testing, mobile-first design and UX and UI optimization.
This module will help you understand how to use your website for insight, tracking, measurement and data capture using metrics and tools.
The Content Marketing module will enable you to develop the knowledge and skills needed to plan and execute a content marketing strategy in a persona-oriented and data-driven way informed by business objectives, aligned with the buyer journey and overall marketing strategy.
You will understand the fundamentals of content marketing and how to develop a strategy by conducting social listening, competitor analysis and content audits. In addition, you will know how to develop target personas and how to select the most suitable CMS for your needs. To achieve this you will explore social listening, competitor analysis, target personas, content audit and Content Management Systems.
This module will enable you to create and curate compelling and innovative content. It will also help extend the value of your content and understand how to promote it across distribution channels and measure your content marketing ROI.
The Social Media Marketing module enables you to apply social media concepts and best practices to organic and paid marketing activities to run campaigns that yield ROI and meet business objectives.
You will understand the fundamental principles of social media marketing and identify key stages in the buyer’s journey. It will also help you identify the most influential social media platforms. This module will help you explore the core features, tools and guidelines for setting up, optimizing and posting on Facebook, Twitter, LinkedIn, Instagram and Snapchat. It will also enable you to build, manage and sustain an active community on these social networks.
You will also learn to apply paid concepts to inform the development of a social media marketing strategy. This will extend to reporting on ad campaigns across relevant channels using advanced and paid advertising tools.
The Search Engine Optimization (SEO) module will enable you to build an organic search marketing strategy that brings the right kind of visitors to your website. It will help you understand how to boost conversions, stand out against competitors and ensure the best possible ROI.
You will get to grips with the fundamentals of SEO and set objectives to drive traffic and generate leads. It will also help you build an SEO content plan based on competitive and keyword research.
By the end of this module you will know how to boost organic search on your website using on-page and off-page technical elements and be able to measure the success of your overall SEO efforts.
The Paid Search module will help you understand the fundamentals of paid search, how it differs from organic and the key benefits of both.
You will develop the knowledge and skills needed to create and manage paid search campaigns in Google AdWords. In addition, you will know how to optimize paid search campaigns by scheduling ads and setting bid adjustments for audiences, locations, and devices.
As part of this module, you will explore how to measure the effectiveness of paid search campaigns through KPIs, conversion tracking and advanced reporting using Google Analytics.
The Display & Video Advertising module will equip you with the technical understanding and skills to build and maintain an effective Display & Video advertising strategy.
You will learn about the fundamental concepts of display and video advertising, how to create a YouTube channel, manage video content and identify ad formats available for the Google Display Network and YouTube. You will also learn how to create and manage Display & Video Advertising campaigns in Google AdWords.
In order to optimize display and video advertising campaigns, you will understand how to add targeting, re-marketing and a bidding strategy to your campaigns. In addition, you will know how to analyze their effectiveness by pulling detailed reports in Google AdWords and Google Analytics.
The Email Marketing module will teach you the fundamentals of email marketing and how to strategize your delivery plan to test, optimize and report on the performance of campaigns.
This module will help you understand the fundamentals of email marketing and the impact of permissions, mobile, buyer journey and marketing life cycle. It will help you apply the core principles, techniques and actions for developing a high performing email marketing strategy. It will also ensure that you can design effective emails that generate leads, retain customers and inspire evangelists.
In the creation of campaigns, you will know best practice and explore email tests, metrics and statistics to report and optimize a campaign. It will also help you to understand the techniques, process and value of marketing automation.
The Analytics module will help you understand the basic concepts of using analytics in digital marketing from initial set-up to reporting.
You will be able to recognize the fundamentals of web analytics to draw actionable conclusions from data and create a Google Analytics account to glean insights about traffic and audiences.
Through this module, you will set goals for the business and website learning how to use analytics tools to measure your KPIs and website performance. You will also be able to differentiate between the reporting features for monitoring a digital marketing campaign.
This module will enable you to conduct analysis and reiteration of campaigns by gaining insights through tracking and assessing conversions, reporting technical performance of and reviewing KPIs.
The Digital Strategy module uses the PROPEL planning model (Plan, Research, Objectives, Propose, Execute and Learn) to teach you how to design complex, long-term digital marketing strategies that service marketing and commercial objectives.
You will learn how to identify the core component of strategy and the benefits of using a PROPEL model. It will also help you establish the foundations of a strategy from requirements to budget and ownership. Using a variety of research methods such as desk,
audience, competitor and social listening, you will understand how to direct all your marketing activities. This module will also enable you to set objectives for clear and measurable KPIs and prepare a strategic plan that incorporates content, search and creative strategies.
At the end of this module, you will know how to develop a media plan and improve performance and insight through data analysis and team work.
About Digital Marketing Institute
The Industry Advisory Council, representing the world’s largest and most influential digital brands, validates all Digital Marketing Institute programme 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 Industry 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 programmes are developed in alignment with the digital economy’s most in-demand digital needs and skillsets.
- 1-year membership to the Digital Marketing Institute
- NQE Level 5 Qualification (EU Equivalent EQF 5)
- Become a certified digital marketing professional
- Learn the latest trends and insights
- Suitable for various skill levels
- Up-to-date course content that reflects today’s trends
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