Professional Diploma in Digital Marketing

Diploma in digital marketing

• Your Introduction to Digital Marketing - It's Not Just A Bunch Of Acronyms!

  The first lesson in your Professional Diploma lays a solid foundation for what Digital Marketing and Performance Marketing is. You’ll learn frequently used terms in the industry, understand what objectives and KPIs are and we go through a few examples of performance-focused channels for different common objectives.

• Tracking & Measuring Your Marketing Efforts - Get This Right & You Can't Go Wrong

  This lesson walks you through various marketing funnels and provides helpful tools and tips to help ensure your own objectives are realistic. Before any marketing campaign or tactic can be launched, tracking needs to be in place, so you’ll get an introduction to the incredible tool that is Google Analytics as well as learn about UTMs

• Effectively Reaching Your Target Market - First Impressions Make Or Break You

  Now that you have an understanding of digital marketing, your objectives and the tracking that needs to be in place, lesson 3 is focused on target markets. Who will buy your product / service? How do you conduct market analysis and what are customer journeys? These are just some of the questions we answer in this lesson.

• The Importance of Mobile - The Dominant Device

  Mobile and mobile marketing can’t be ignored as it takes over Desktop traffic more and more each year. In this lesson we will look at important mobile info, the difference between “responsive” and “mobile-friendly”, tools to improve mobile speed and recommendations for an optimised mobile site.

• Free Digital Marketing Options - No Budget, No Problem

  Not every business has a big budget to dedicate to paid marketing and therefore need to ensure their free marketing works as best as it can. This lesson shows you how to create various social media pages and gives a simple breakdown of SEO and how Google My Business pages assist this.

• The World Of Google Ads - An Introduction

  Google’s suite of products enable you to target your market accurately and in most cases, cost-effectively. This lesson covers Search and Display campaigns as well as policies, ad creation, bid strategies and recommendations. A jam-packed lesson designed to give you confidence to create your own campaigns.

• Making Paid Social Work For You - Organic Reach Is On The Decline

  Social Media platforms dominate marketing strategies due to the sheer number of people you can reach on the multiple channels available. After this lesson, you’ll understand how people and businesses use different channels, which Facebook and Instagram campaign options might suit you best, ad types and policies across these platforms and the basics of LinkedIn and Twitter.

• Creating A Digital Strategy - Bringing It All Together

  The final lesson in this module combines the learning from the previous 7 lessons and shows you how to create a Digital Strategy. While going through B2C and B2B examples, you’ll align target markets to channels, create a content plan, discuss budgeting and determine remarketing strategies.

Intermediate in digital marketing

• Content Development and Copywriting

  Content is still king! To create more effective content, we look at the psychology of sales and different sales triggers to incorporate in your message. We cover website content, writing for SEO, finding relevant content ideas and tips on blogging.

• Video Content & Advertising

  Video is the most consumed content format on the internet. Learn how video is consumed across different platforms and the targeting options available before moving on to the impact of ad blockers, recent video trends, generating content ideas and planning.

• Email Marketing

  For many businesses, email marketing offers some of the highest return on investment of all their digital channels. Email marketing is affordable and can be used to achieve multiple business objectives, from increasing revenue to awareness and retention. After today’s lesson you’ll know the requirements and best practices for email design and content, how personalisation works, and what to implement to avoid spam and email clipping.

• Influencer & Affiliate Marketing

  Influencer Marketing is shedding its reputation as an expensive, immeasurable marketing tactic with the introduction of new measurement metrics and a more analytical approach to results. There are benefits and risks to this strategy but after this lesson you’ll come to understand that the potential value it can create for brands boils down to thorough research. Affiliate and Influencer marketing are often closely linked, you’ll understand the difference between them and how an affiliate program works. A more in-depth look at Affiliate Marketing awaits you in Lesson 2 of Module 3!

• Facebook Business Manager

  Advertising on Facebook & Instagram is a core part of being a Digital Marketer. This practical lesson recaps all the requirements for building a campaign within Facebook Business Manager before diving into a Demo of the actual creation.

• Planning a Google Search Campaign

  Google Ads is a bit of a beast. While certain elements are similar to Social campaigns, there are a lot more requirements and tricky optimisations to think about. This lesson takes you through all the steps when planning a Search campaign, recapping some elements from Module 1 but introducing new information like Quality Scores and Ad Rank. The first step to successful performance is planning!

• Implementing a Search campaign - Part 1

  Lesson 7 will take you through the Educator’s example of a business requiring a Search campaign, from campaign targeting chosen to ad group structure, ad copy and extensions. You’ll also learn some important info about position on SERPs, different keyword statuses you’ll come to see in Google Ads, and Keyword Diagnosis.

• Implementing a Search campaign - Part 2

  The final lesson in Module 2 is very practical, with a step-by-step demo of creating a Search campaign. Combining what was covered in the course so far to create a Search strategy, after creating the campaign you’ll be taken through a useful Campaign checklist.

Advanced in digital marketing

• Understanding Metrics

  The first lesson of Module 3 kicks off with a deeper dive into metrics and their analyses. You’ll learn what a PCA is and how to create one, before receiving a detailed breakdown of tasks to perform with Always-On campaigns.

• Brand Management

  What does Brand Management entail? This lesson focuses on the intangible aspects of managing a Brand, such as reputation and perception. We’ll also look at some Brand Lift Surveys and close off with the effects of Social Media on PR.

• Intermediate Analytics Part 1

  Starting off the module’s Analytics section, you’ll understand Dimensions, Properties and Views in Google Analytics. We then cover some top reports that answer the top questions people have of their sites, and discuss setting up Goals and Events tracking.

• Intermediate Analytics Part 2

  Lesson 4 concludes some of the top reports in Google Analytics and you will then learn how to create Audiences. With filters, you’ll understand how to exclude internal traffic and spam from your reports, as these skew your data.

• Affiliate Marketing

  Previous lessons covered this top from the Affiliate’s POV, so this lesson focuses on the Merchant. Why do businesses choose Affiliate Marketing as a strategy? What is an Affiliate Program and how do you join or create a Network? This is what we explore in lesson 5.

• eCommerce Part 1

  eCommerce is an industry of exponential growth. This lesson will cover how people research a product, we’ll look at website hosting and inventory management, website best practices and product feeds to enable shopping campaigns.

• eCommerce Part 2

  The final section of eCommerce in Module 3 looks at enhancing the eCommerce experience for the consumer, followed by multiple eCommerce marketing options and campaigns. We close off with eCommerce Analytics reports not covered in previous lessons.

• Intermediate SEO

  Diving in to SEO a little deeper than we have in previous modules, we look at Algorithms, Quality Raters Guidelines and a recap of ranking factors. With back-links, you’ll learn of several methods to increase them, and we look at how PPC & SEO work together.

Proficient in digital marketing

• Engagement: Convert More Leads - Part 1

  What does it mean to be successful on social media? In the first week of the semester, we find out what it means to really engage with your audience and how to turn those followers into buying customers. We will look into some emerging methods of engagement that are perfect for small business budgets.

• Engagement: Convert More Leads - Part 2

  What does it mean to be successful on social media? In the first week of the semester, we find out what it means to really engage with your audience and how to turn those followers into buying customers. We will look into some emerging methods of engagement that are perfect for small business budgets.

• Social Media Management & Monitoring - Part 1

  Big data has changed the way our customers behave and consume information. As marketers, we can now tune into the small details of what our customer really wants, and provide them with exactly that. This week, we take a look at content strategy, social monitoring and customer service, as well as the tools and strategies available that will maximise our efforts.

• Social Media Management & Monitoring - Part 2

  Big data has changed the way our customers behave and consume information. As marketers, we can now tune into the small details of what our customer really wants, and provide them with exactly that. This week, we take a look at content strategy, social monitoring and customer service, as well as the tools and strategies available that will maximise our efforts.

• Turning Fans into Buyers - Part 1

  We know that social media extends the sales funnel, and this week we’re going a step further. We will be looking at which of our followers are buyers, what channels of engagement are best suited to them, and a few different advertising options available to us that will create clean paths to conversion.

• Turning Fans into Buyers - Part 2

  We know that social media extends the sales funnel, and this week we’re going a step further. We will be looking at which of our followers are buyers, what channels of engagement are best suited to them, and a few different advertising options available to us that will create clean paths to conversion.

• Optimising your Social Media Strategy - Part 1

  We’ve discussed the how, the what and the why. Now it’s time to plot the map to social media marketing success, combining everything we’ve learned. In our final week we’ll be looking at why and how to create a social media strategy, and how to budget our social media spend for the long term.

• Optimising your Social Media Strategy - Part 2

  We’ve discussed the how, the what and the why. Now it’s time to plot the map to social media marketing success, combining everything we’ve learned. In our final week we’ll be looking at why and how to create a social media strategy, and how to budget our social media spend for the long term.