Introduction
to Digital Marketing
This module
introduces the core principles and purpose of digital marketing. It will enable
you to develop clear and actionable business objectives for a digital marketing
plan, gain audience and industry insight.
Content
Marketing
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.
Social
Media Marketing
The
Social Media module introduces the key platforms for digital marketing and
demonstrates how to set up a social media experience for a business
·
Search
Engine Optimization (SEO)
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
Paid
Search (PPC) using Google Ads
This
module begins with the fundamentals of paid search and it’s benefits and
demonstrates how to implement and manage Pay-Per Click (PPC) campaigns using
Google Ads.Through the Paid Search Module, you will understand the key concepts
underpinning bid auctions, how to manage paid advertising budgets, and how to
optimize paid search campaigns
Display
& Video Advertising
The Display and
Video Advertising module begins with the fundamentals of display and video
advertising and demonstrates how to set up and manage a YouTube channel.It
covers the ad formats available within Google Display Network and YouTube and
shows you how to set up and manage campaigns.
Email
Marketing
The Email
Marketing module begins with the fundamentals of email marketing and how the
concepts of segmentation, personalization, timing, and engagement along with
the legislation and regulations surrounding data protection underpin an
effective email marketing strategy.
Website
Optimization
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.
Analytics
with Google Analytics
The Analytics
module begins with the fundamentals of web analytics and the associated legal
responsibilities and best practices concerning data collection, consent, and
privacy that enable a digital marketer to draw actionable conclusions from
website or marketing channel data.
Digital
Marketing Strategy
The Digital
Marketing Strategy module identifies the core components of an effective
digital marketing strategy and explains how to develop a successful budget plan
and measure the ROI for digital activities.