Description
About this Course
If you're passionate about design and curious to explore the world of digital marketing this course is a perfect place to begin.
You will start by gaining the skills to plan, implement analyse and deliver an effective digital marketing campaign as well as learn how to create innovative strategies to gain a competitive advantage for both your business and career. A Syllabus Advisory Council made up of leading brands such as Google, Facebook, Twitter, Ogilvy has designed and accredited the digital module to ensure that you're truly industry ready.
Next you'll dive into the world of design and learn the essential foundations to master industry premier tools used by creatives all over the globe by Adobe including Photoshop, Illustrator and InDesign - ensuring that you can can design layouts for print and digital and create beautiful, effective visuals which will make a powerful impact.
The Digital Designer Essentials course gives international students who have a passion for the creative and digital world the chance to achieve a collection of worldwide recognised study certificates which will help them score career opportunities in this sector all over the globe.
 |
The Digital Designer Essentials learning path is made up of a collection of study programmes which are independently approved and accredited by the NCFHE at EQF/MQF Level 5. This continues to confirm the relevance of ICE Malta's industry designed study programmes. |
Course Outline
Module 1: Professional Diploma in Digital Marketing
The Introduction to Digital Marketing (also known as Online Marketing, Internet Marketing or Web Marketing) module enables you to harness the power of Digital Marketing as a core driver of the marketing strategy for your organisation. You will understand the foundation principles of Digital Marketing, and be able to distinguish how it differs from traditional marketing.
This module will also introduce you to the Digital Marketing Institute Methodology, an iterative framework that outlines the foundation tenets of Digital Marketing and the visual scheme that provides the basis for implementation of the different channels.
Topics Include
- Key Concepts of Digital Marketing
- Traditional Marketing v. Digital
- The Opportunity of Digital Marketing
- Characteristics of Digital Marketing
- Implications with Digital Marketing
- DMI Method
- DMI Framework
- DMI 3i Principles
- DMI Tactics
- Search Engine Optimization
- Pay Per Click (PPC)
- Email Marketing
- Digital Display Advertising
- Mobile Marketing
- Social Media Marketing
- Analytics
- Strategy and Planning
- Laws & Guidelines
Search Engine Optimisation (SEO) is the term used to describe the marketing technique of preparing a web site to enhance its chances of being ranked in the top results of a search engine. This course provides you with a comprehensive understanding of the principles of SEO and demonstrates how to implement these techniques and start to get your site to #1 on Google.
Topics Include
- Key SEO concepts
- Search results and positioning
- Benefits of search position
- Stakeholders in search
- Mechanics of search
- On-page/ Off-page optimization
- Customer insights
- Keyword research
- Keyword selection
- Content updates and layout
- Meta Tags
- Site Maps
- SEO Webmaster tools
- Ranking
- Inbound links and link building
- Laws and Guidelines
The Pay Per Click module demonstrates how to implement and manage search advertising campaigns. Lectures will cover the key concepts and terminology used within the field of PPC and will equip you with the technical understanding and skills to build and maintain an effective PPC strategy.
You will understand the fundamentals of search engine marketing and appreciate the mechanics of how PPC systems function. Students will develop advanced keyword research and selection skills and learn how to apply these to Adwords campaigns.
You will be able to analyse current Search Marketing activity and target your campaign to key audience groups in order to enhance and improve click through rates. You will recognise the features of strong ad copy, and develop your skills in writing compelling ads.
Learn how to set and manage budgets for Adwords campaigns, and measure and analyse their effectiveness by exporting detailed campaign management reports in order to see how they align with established baseline expectations. You will also be aware of relevant data protection and privacy issues associated with PPC.
Topics Include
- Key Concepts
- Strengths of Pay-Per-Click
- Keyword Research
- Research Tools
- Search Campaign Process
- Keyword Selection
- Ad Copy
- Landing Pages
- Targeting
- Budgets
- Scheduling
- Display Networks
- Campaign Management
- Conversion Tracking
- Conversion Metrics: CPA, CTR
- Bidding
- Analytics
- Laws and Guidelines
The Digital Display Advertising module equips you with the skills and knowledge to implement and manage effective digital display campaigns.
The module covers the core concepts and terminology associated with digital display advertising, and explores what is involved in developing and managing effective ad campaigns.
You will develop a comprehensive understanding of the creation and deployment of digital display advertising, learning about the wide range of ad display formats and how to select the most appropriate ad format for your campaign target audience.
You will be able to develop clear campaign objectives and measure and optimise your campaign based on firm results analysis. Students will be able to research and use a range of campaign publishers, and know what pricing metrics such as CPM, CPC, CPL and CPA entail commercially.
You will also learn how to use the standard Digital Media Planning Process to obtain the best possible return on your digital display advertising efforts.
Topics Include
- Key Concepts
- Benefits of Digital Display
- Challenges with Digital Display
- Business Value
- Running Effective Ads
- Ad Formats
- Ad Features
- Ad Display Frequency
- Campaign Planning
- Campaign Steps
- Target Audience
- Campaign Objectives
- Campaign Budget
- Creative Formats
- Targeting
- Tracking the Campaign
- Optimizing the Campaign
- Laws and Guidelines
Email Marketing, when carried out properly is still one of the most effective forms of digital marketing thanks to the powerful reporting tools available to marketers. This course clearly explains how permission-based email marketing plays an integral part in digital marketing to increase customer reach and sales. You will find out how to write, time and test campaigns as well as gain an insight into data protection considerations. Email continues to be an outstanding customer communications tool despite the challenges of deliverability, inbox stand-out and list member dormancy.
Topics Include
- Key Concepts
- Campaign Process
- Data Capture: online
- Data Capture: face-to-face
- Segmentation
- Email Design
- User Behavior
- User Characteristics
- Email Copy
- Email Structure
- Email Delivery
- Email Systems
- Filtering
- Scheduling
- Measurement
- Key Terms and Metrics
- Split Testing
- Laws and Guidelines
The Social Media Marketing module is broken into two modules.
The first module enables you to effectively engage with customers across a diverse range of social media platforms. You will appreciate the emerging trends in the social media space and the opportunity afforded by the ‘always connected’ social consumer. You will recognise the suitability of different social platforms for your aims and objectives, and appreciate the challenges of social media.
This module covers the key concepts and terminology used in social media, and you will be able to configure social media accounts across Facebook, Twitter, LinkedIn, YouTube and Google +, as well as learning about the new emergent social platforms.
The second Social Media Marketing module explores how to implement social advertising features to build and sustain relationships with customers. You will appreciate the challenges of implementing an effective Social Media strategy for your business, with a focus on the importance of listening as the critical starting point.
You will be able to accurately measure the effectiveness of your social media campaigns using analytics, and be able to evaluate information about budgetary spend against baseline expectations.
Lastly, you will be aware of privacy and data protection issues associated with social media marketing.
Topics Include
- Key Concepts
- Social Media Goals
- Setting Goals and Priorities
- Facebook Features, Newsfeed, Business Page, Insights and Advertising
- Twitter Features, Engagement, Advertising and Analytics
- LinkedIn Setup, Profile, Features, Company Page, Groups, Advertising and Analytics
- Google+ Setup, Features, Analytics, Brand Page and Insights
- YouTube Setup, Channels, Features, Analytics and Advanced
- Pinterest Advertising
- Snapchat
- Tumblr
- Blogging
- Implementing Social
- Social Listening
- Content Planning
- Scheduling Tools
- Laws and Guidelines
The Mobile Marketing module focuses on utilising the power of mobile technologies as a way to access increasingly mobile consumers.
You will understand emergent trends within the mobile space, and recognise the new opportunity afforded by “always on” mobile devices when interacting with specific audiences based on context and location.
This module covers the key concepts and terminology used within the field of mobile marketing and will equip you with the technical knowledge and skills to build and maintain an effective mobile marketing strategy.
Learn how to run effective SMS campaigns and explore technologies such as NFC, Mobile Sites, Apps and Bluetooth. You will recognise the importance of suitable campaign messaging, and the need to validate marketing activity with campaign trials, review and ongoing analytics measurement.
Apply our six step process for designing and developing effective Mobile Apps and understand how mobile marketing integrates with the latest advances in social media marketing. The module also covers data protection and privacy issues associated with mobile marketing.
Topics Include
- Key Concepts
- Trends in Mobile
- Mobile Statistics
- Mobile Optimized Website
- Apps V Mobile Sites
- Site Development Process
- Mobile Apps
- Mobile Advertising Goals
- Mobile Ad Formats
- Rich Media Ad Units
- Mobile Advertising Campaign Process
- Proximity Marketing
- QR Codes
- SMS Marketing
- SMS Campaign Process
- Mobile Analytics
- Emerging Trends
- Laws & Guidelines
The Analytics module enables you to fully measure, monitor and optimise your Digital Marketing activities.
You will learn how to build an online reporting structure for your business, and learn about the range of specialist tools that are available to help you understand how to measure and monitor online traffic.
You will understand the rationale and business benefits of adopting a formal analytics programme, and learn how to set up accounts, profiles and permissions to apply analytics tracking across your websites.
Discover how to align business KPIs with your analytics goal configuration, and utilise the features of Google Analytics to develop a detailed profile of your target audience’s location, demographics, technology, devices, interests and more.
Learn how to assess the effectiveness of your website’s technical performance and download speed, and how to measure levels of user engagement and conversion by tracking activities such as downloads, video views, purchases and registrations etc.
Create and schedule customised reports and explore the real time and intelligence reporting capabilities of Google Analytics. As with the other modules, you will also be aware of data protection and privacy issues associated with website analytics.
Topics Include
- Key Concepts
- Cookies
- Account Structure
- User Levels
- Account Setup
- Common Terms
- Reporting
- Audiences
- Acquisition
- Behavior
- Audience
- Conversions
- Attribution
- Customization
- Setting KPIs
- Laws and Guidelines
The Strategy and Planning module provides a structured approach for bringing together all the strands of the Professional Diploma in Digital Marketing, to create a coherent Digital Marketing Plan.
This module is based on the Digital Marketing Institute Methodology, which incorporates a nine step process based on three distinct parts. Part one includes a situation analysis exercise, a formal information gathering process, and an audience definition exercise.
Part two develops a set of clear and meaningful objectives for the Digital Marketing Plan. Appropriate tools are selected on the basis of the anticipated audience(s), and objectives and budget are set based on the channels detailed within the Digital Marketing Institute Framework.
An action plan is developed to provide a coherent project structure, including milestones, deliverables and resources. Part three of the Digital Marketing Institute Methodology emphasises the importance of an iterative process of monitoring, analysis and enhancement based on performance.
The Strategy and Planning module provides you with the skills to create a formal Digital Marketing plan for your organisation, which will allow you to implement a successful and effective Digital Marketing strategy.
Topics Include
- Main Concepts
- Planning
- Situation Analysis
- Information Gathering
- Audience Definition
- Setting Objectives
- Appropriate Tools
- Action Plan
- Setting the Budget
- KPIs
- Measurement
- Iteration and Enhancement
Module 2: MySuccess Graphic Designer Associate
- Image File Formats
- Pixel vs Vector
- Resolution
- Colour Models
- Typography
- Useful Tools
- Introducing The Workspace
- Getting familiar with the Tools Panel
- Switching tools using the keyboard
- Dark or Light Interface
- Navigating your image, tabs and windows
- Panels and workspaces
- Zooming in and zooming out
- Entering a custom zoom value
- Scrolling and panning images
- Rotating the view
- Working with tabbed documents
- Arranging documents
- Cycling between screen modes
- Switching tools using the keyboard
- Customizing the keyboard shortcuts
- The Basics of Layers
- The Background layer
- Using a layer mask instead of deleting pixels
- Naming, hiding, creating, aligning and deleting layers
- Altering the stacking order of layers
- Layer transformations
- Aligning and distributing layers
- Changing the opacity of layers
- Grouping layers
- Merge or rasterise layers
- Flatten or Save As?
- Applying a clipping mask
- Filtering layers
- Best Practises
- Crop and Straighten
- The new and improved Crop tool
- Straightening a crooked image
- Using the Perspective Crop tool
- Automatically Cropping and Straightening scanned images
- The Rule of Thirds
- Extending Images
- Creating a border around your image
- Extending the canvas
- Using Content Aware Extend
- Using Content Aware Fill
- Using Content Aware Scale
- Adjusting Image Luminance
- Let there be Luminance
- The Auto commands
- Adjustments using Brightness/Contrast, Level and Curves
- Working non-destructively with adjustment layers
- Editing adjustment layers
- Isolating an adjustment with a layer mask
- Hello to the histogram
- Basics of the Shadows/Highlights command
- Adjusting Colours
- Assessing an image
- Identifying a colour cast and how to correct it
- Correcting a colour cast automatically
- Changing the colour balance using levels
- Changing the colour balance using Colour Balance
- Adjusting colour intensity with Vibrance
- The Hue/Saturation command
- The Undo and the History Panel
- Undo
- Utilising the History Panel
- Creating a Snapshot
- Creating a new Document from a History State
- Selections
- What are selections and why we use them?
- The Marquee tools
- Getting to know the Lasso tools
- Magic Wand and Quick Mask tools
- Adding to and subtracting from Selections
- Modifying Selections
- Saving and Loading Selections
- Meet the Channels Panel
- Masking
- Understanding what a mask is and does
- Working with Layer Masks
- Basic Retouching
- Using the Spot Healing Brush
- Using the Healing Brush
- Using the Patch Tool
- The ‘good old‘ Clone Stamp tool
- The Dodge and Burn tools
- Tips and Tricks
- Basic Brushes
- An overview of brushes and the Brushes panel
- Brush size and hardness
- Brush shortcuts
- Working with Colour
- The Swatches Panel
- The Colour Panel
- The Colour Picker
- Using the Eyedropper Tool to sample colour
- Creating simple gradients
- Simple compositing
- The various options for copying and pasting
- Dragging and dropping
- Placing an image
- Smart Objects and why when to use them
- Saving Your Work
- Saving images to PSD
- Saving images to TIFF
- File Formats and which to use
- Best practises
- Using the Save For Web utility
- The Colour Modes explained
- Getting to grips with text
- Horizontal and Vertical type tools
- Customising font properties
- The Character panel
- The Paragraph panel
- Managing text layers
- Working smarter with Bridge
- Opening and organising files
- Viewing, choosing and assessing images
- Adding Metadata and Keywords
- Working with Batches and Actions
- Collections and Smart Collections
- Labelling and Filtering
- Camera RAW
- Difference between RAW and compressed images
- Intro to Adobe Camera RAW
- Camera RAW Filter in Photoshop
- Retouching
- Working on a actual retouching projects, non-destructively
- Scaling tips
- Working with all the Liquify tools
- Improve body shape and detail
- Adjusting Image Luminance
- Editing with the histogram
- Customizing a Levels adjustment
- Understanding the Gamma value
- Making channel-by-channel adjustments
- Simulating a Grey Card
- Customising a Curves adjustment
- Colour adjustment by the numbers
- Tips and tricks
- Shadows/Highlights
- Working non-destructively with Shadows/Highlights
- Shadows Highlights techniques
- The Radius values explained
- Enhancing the effects of Midtone Contrast
- Masking a group of Smart Filters
- Working with Type
- Creating point text
- Choosing fonts and type style tricks
- A run through of the Character and Paragraph panels
- Kerning and tracking characters
- Creating and editing area text
- Selecting and formatting paragraphs
- Using Paragraph Styles
- Using Character Styles
- Setting text inside a custom path
- Creating text along a path
- Masking text into image elements
- Anti-aliasing explained
- Working with Vectors
- The other vector-based layer
- Drawing a dashed or dotted border
- Drawing and aligning custom shapes
- Combining simple shapes
- Cropping and merging shapes
- Adjusting Live Shape attributes
- Working with the pen tool
- Layer Styles and Effects
- Applying and creating Layer Styles
- Loading and customizing Layer Styles
- Merging and saving Layer Styles
- Copying Layer Styles
- Depth, contour, and texture
- Imparting depth with a layer effect
- Creating shadows
- Bevel and Emboss
- Modifying a layer’s effects
- Saving custom default settings
- Creating a custom contour
- Global Light and rasterizing effects
- Surface contour
- Adding textures
- Scale, Rotate, Skew, and Warp
- Meet the transformations
- Transformation and Smart Objects
- Content aware Move
- Content Aware Extend
- Rotating a layer with Free Transform
- Scale, duplicate, repeat, distort, perspective, and skew
- Working with Greyscale and Black & White
- Convert to black and white
- Several ways to convert to greyscale
- Mixing a custom black-and-white image
- The Black & White command
- Customizing the Black & White settings
- Black & White or Channel Mixer
- Creating a sepia tone
- Selections and Masking
- Adding to and subracting from Selections
- Feathering a selection
- Refine Edge and Refine Mask
- Working with the Mask panel
- Modifying Selections
- Saving and Loading Selections
- Viewing a mask with or without its image
- Painting directly inside an alpha channel
- Correcting fringes around a masked layer
- Turning a layer into a knockout
- Selecting with the Colour Range command
- Selecting Skin Tones
- Selecting a complex image with Colour Range
- Refining a selection in the Quick Mask mode
- Sharpening Details
- Understanding the Smart Sharpen filter
- Understanding the Unsharp Mask filter
- Assessing the best sharpening practises
- Sharpening with High Pass
- Sharpening using Smart Filters
- Noise and Detail
- The Noise/Details balancing act
- Introducing the Reduce Noise filter
- Brushing away blur and sharpening
- Creating texture by adding noise
- Correcting noise in Camera Raw
- Working with the Median filter
- Saving for the Web
- Producing a suitable JPEG image
- Producing a suitable GIF image
- Working with colours to reduce file size
- PNG and PNG
- Viewing results in a browser
- Printing and Outputting
- The main print options
- Description and printing marks
- Applying bleed
- The Colour Settings
- Previewing an image at print size
- Creating contact sheets
- Creating a web gallery
- Introducing The Workspace
- Getting To Know InDesign
- Setting Up a Document
- Familiarising with Tools
- Working With Pages & Objects
- Page Settings
- Applying Effects
- Styling Frames
- Setting Images in Frame
- Flowing & Editing Text
- Paragraphs
- Special Text
- Page Number & Footers
- Font Styles Customization
- Forms & Tables
- Working With Typography
- Text Design Concepts
- Text, Images & Paths
- Working With Styles & Color
- Gradients & Colors
- Transparency
- Importing & Modifying Graphics
- Frames & Images
- Interactive Gallery
- Printing & Exporting
- Creating Adobe PDF Files
- Forms
- Interactive Documents
- Creating & Exporting An E-Book
- Introducing The Workspace
- Getting To Know Illustrator
- Setting Up a Document
- Familiarising With Tools
- Working With Selection Tools
- Creating, Editing Shapes & Aligning
- Use of Open Paths
- Aligning Shapes & Paths
- Applying Effects
- Working With Symbols
- Working With Brushes
- Use of Preset Brushes
- Customizing Own Brushes
- Transforming Objects
- Working With Transform Tool
- Drawing With The Pen Tool
- Color & Painting
- Working With Blob Brush
- Working With Gradient Tools
- Working With Mesh Tool
- Blending Colors & Shapes
- Working With Type
- Text Manipulation
- Working With Prespective Drawing
- 3D Effects In Illustrator
- Converting 2D to 3D Design
- Creating 3D Text
- Exporting File For Animation
Certification
Module 1: Professional Diploma in Digital Marketing
Upon completion of the 10 modules of the Professional Diploma in Digital Marketing all students are required to take one computer-based exam which will assess their knowledge of the course.
The Professional Diploma in Digital Marketing is based on one formal exam made up of 3 sections, measuring student’s knowledge and competency of the modules established within the formal diploma programme scheme.
Module coverage breakdown across the exam sections can be found below:
Section A
- Search Marketing (SEO)
- Search Marketing (PPC)
- Analytics
Section B
- Social Media Marketing (Part 1)
- Social Media Marketing (Part 2)
- Mobile Marketing
Section C
- Digital Display Advertising
- Email Marketing
- Introduction to Digital Marketing
- Strategy and Planning
The exam is 180 minutes long (3 Hours) and consists of 200 questions. The passing score for this exam is 60%. All candidates may take the computer-based examination up to three times. Should a candidate fail their first exam attempt, they must repeat the exam within their exam authorization period of 6 months. The exams is delivered on the international PearsonVUE System and the score report is made available straight after the exam session.
 |
A range of different question item formats are used within the Professional Diploma in Digital Marketing (Syllabus Version 6.0) as follows:
|
Module 2: MySuccess Graphic Designer Associate
 |
Proficiency in Adobe Photoshop is one of today’s most sought after skills. With the Visual Communication using Adobe Photoshop certification exam, students can prove themselves by being tested and certified in the basic Photoshop skills that employers in particular are looking for.
Language: English | Duration: 50 Minutes |
 |
Offering pixel-perfect control over design and typography, users can create elegant and engaging page layouts for print or digital media. And with so many powerful new features, trained and certified students tend to be more skilled in their use of InDesign than their non-certified peers.
Language: English | Duration: 50 Minutes |
 |
As students plan careers in design, graphics, illustration, and related fields, the opportunities have never been greater, but the software skills required for these positions have to match. A student with an ACA certification in Adobe Illustrator AND a great looking portfolio is going to make a powerful impression on a prospective employer.
Language: English | Duration: 50 Minutes |
Course Details
MODE OF STUDY
DAYTIME
DELIVERY METHOD
Lectures & Hands-On Practice
ENTRY REQUIREMENTS
Good Knowledge of English
DURATION
6 Months
WHAT'S INCLUDED
- Training by Industry Practitioners & Qualified Educators
- Detailed Educator Presentations
- Official Courseware
- Official Practice Tests
- Official Exams (x1 Sit Per Exam)
Be the first to receive latest news and updates about your preferred study programme.
If you're passionate about design and curious to explore the world of digital marketing this course is a perfect place to begin.
You will start by gaining the skills to plan, implement analyse and deliver an effective digital marketing campaign as well as learn how to create innovative strategies to gain a competitive advantage for both your business and career. A Syllabus Advisory Council made up of leading brands such as Google, Facebook, Twitter, Ogilvy has designed and accredited the digital module to ensure that you're truly industry ready.
Next you'll dive into the world of design and learn the essential foundations to master industry premier tools used by creatives all over the globe by Adobe including Photoshop, Illustrator and InDesign - ensuring that you can can design layouts for print and digital and create beautiful, effective visuals which will make a powerful impact.
The Digital Designer Essentials course gives international students who have a passion for the creative and digital world the chance to achieve a collection of worldwide recognised study certificates which will help them score career opportunities in this sector all over the globe.
|
The Digital Designer Essentials learning path is made up of a collection of study programmes which are independently approved and accredited by the NCFHE at EQF/MQF Level 5. This continues to confirm the relevance of ICE Malta's industry designed study programmes. |
Module 1: Professional Diploma in Digital Marketing
The Introduction to Digital Marketing (also known as Online Marketing, Internet Marketing or Web Marketing) module enables you to harness the power of Digital Marketing as a core driver of the marketing strategy for your organisation. You will understand the foundation principles of Digital Marketing, and be able to distinguish how it differs from traditional marketing.
This module will also introduce you to the Digital Marketing Institute Methodology, an iterative framework that outlines the foundation tenets of Digital Marketing and the visual scheme that provides the basis for implementation of the different channels.
Topics Include
- Key Concepts of Digital Marketing
- Traditional Marketing v. Digital
- The Opportunity of Digital Marketing
- Characteristics of Digital Marketing
- Implications with Digital Marketing
- DMI Method
- DMI Framework
- DMI 3i Principles
- DMI Tactics
- Search Engine Optimization
- Pay Per Click (PPC)
- Email Marketing
- Digital Display Advertising
- Mobile Marketing
- Social Media Marketing
- Analytics
- Strategy and Planning
- Laws & Guidelines
Search Engine Optimisation (SEO) is the term used to describe the marketing technique of preparing a web site to enhance its chances of being ranked in the top results of a search engine. This course provides you with a comprehensive understanding of the principles of SEO and demonstrates how to implement these techniques and start to get your site to #1 on Google.
Topics Include
- Key SEO concepts
- Search results and positioning
- Benefits of search position
- Stakeholders in search
- Mechanics of search
- On-page/ Off-page optimization
- Customer insights
- Keyword research
- Keyword selection
- Content updates and layout
- Meta Tags
- Site Maps
- SEO Webmaster tools
- Ranking
- Inbound links and link building
- Laws and Guidelines
The Pay Per Click module demonstrates how to implement and manage search advertising campaigns. Lectures will cover the key concepts and terminology used within the field of PPC and will equip you with the technical understanding and skills to build and maintain an effective PPC strategy.
You will understand the fundamentals of search engine marketing and appreciate the mechanics of how PPC systems function. Students will develop advanced keyword research and selection skills and learn how to apply these to Adwords campaigns.
You will be able to analyse current Search Marketing activity and target your campaign to key audience groups in order to enhance and improve click through rates. You will recognise the features of strong ad copy, and develop your skills in writing compelling ads.
Learn how to set and manage budgets for Adwords campaigns, and measure and analyse their effectiveness by exporting detailed campaign management reports in order to see how they align with established baseline expectations. You will also be aware of relevant data protection and privacy issues associated with PPC.
Topics Include
- Key Concepts
- Strengths of Pay-Per-Click
- Keyword Research
- Research Tools
- Search Campaign Process
- Keyword Selection
- Ad Copy
- Landing Pages
- Targeting
- Budgets
- Scheduling
- Display Networks
- Campaign Management
- Conversion Tracking
- Conversion Metrics: CPA, CTR
- Bidding
- Analytics
- Laws and Guidelines
The Digital Display Advertising module equips you with the skills and knowledge to implement and manage effective digital display campaigns.
The module covers the core concepts and terminology associated with digital display advertising, and explores what is involved in developing and managing effective ad campaigns.
You will develop a comprehensive understanding of the creation and deployment of digital display advertising, learning about the wide range of ad display formats and how to select the most appropriate ad format for your campaign target audience.
You will be able to develop clear campaign objectives and measure and optimise your campaign based on firm results analysis. Students will be able to research and use a range of campaign publishers, and know what pricing metrics such as CPM, CPC, CPL and CPA entail commercially.
You will also learn how to use the standard Digital Media Planning Process to obtain the best possible return on your digital display advertising efforts.
Topics Include
- Key Concepts
- Benefits of Digital Display
- Challenges with Digital Display
- Business Value
- Running Effective Ads
- Ad Formats
- Ad Features
- Ad Display Frequency
- Campaign Planning
- Campaign Steps
- Target Audience
- Campaign Objectives
- Campaign Budget
- Creative Formats
- Targeting
- Tracking the Campaign
- Optimizing the Campaign
- Laws and Guidelines
Email Marketing, when carried out properly is still one of the most effective forms of digital marketing thanks to the powerful reporting tools available to marketers. This course clearly explains how permission-based email marketing plays an integral part in digital marketing to increase customer reach and sales. You will find out how to write, time and test campaigns as well as gain an insight into data protection considerations. Email continues to be an outstanding customer communications tool despite the challenges of deliverability, inbox stand-out and list member dormancy.
Topics Include
- Key Concepts
- Campaign Process
- Data Capture: online
- Data Capture: face-to-face
- Segmentation
- Email Design
- User Behavior
- User Characteristics
- Email Copy
- Email Structure
- Email Delivery
- Email Systems
- Filtering
- Scheduling
- Measurement
- Key Terms and Metrics
- Split Testing
- Laws and Guidelines
The Social Media Marketing module is broken into two modules.
The first module enables you to effectively engage with customers across a diverse range of social media platforms. You will appreciate the emerging trends in the social media space and the opportunity afforded by the ‘always connected’ social consumer. You will recognise the suitability of different social platforms for your aims and objectives, and appreciate the challenges of social media.
This module covers the key concepts and terminology used in social media, and you will be able to configure social media accounts across Facebook, Twitter, LinkedIn, YouTube and Google +, as well as learning about the new emergent social platforms.
The second Social Media Marketing module explores how to implement social advertising features to build and sustain relationships with customers. You will appreciate the challenges of implementing an effective Social Media strategy for your business, with a focus on the importance of listening as the critical starting point.
You will be able to accurately measure the effectiveness of your social media campaigns using analytics, and be able to evaluate information about budgetary spend against baseline expectations.
Lastly, you will be aware of privacy and data protection issues associated with social media marketing.
Topics Include
- Key Concepts
- Social Media Goals
- Setting Goals and Priorities
- Facebook Features, Newsfeed, Business Page, Insights and Advertising
- Twitter Features, Engagement, Advertising and Analytics
- LinkedIn Setup, Profile, Features, Company Page, Groups, Advertising and Analytics
- Google+ Setup, Features, Analytics, Brand Page and Insights
- YouTube Setup, Channels, Features, Analytics and Advanced
- Pinterest Advertising
- Snapchat
- Tumblr
- Blogging
- Implementing Social
- Social Listening
- Content Planning
- Scheduling Tools
- Laws and Guidelines
The Mobile Marketing module focuses on utilising the power of mobile technologies as a way to access increasingly mobile consumers.
You will understand emergent trends within the mobile space, and recognise the new opportunity afforded by “always on” mobile devices when interacting with specific audiences based on context and location.
This module covers the key concepts and terminology used within the field of mobile marketing and will equip you with the technical knowledge and skills to build and maintain an effective mobile marketing strategy.
Learn how to run effective SMS campaigns and explore technologies such as NFC, Mobile Sites, Apps and Bluetooth. You will recognise the importance of suitable campaign messaging, and the need to validate marketing activity with campaign trials, review and ongoing analytics measurement.
Apply our six step process for designing and developing effective Mobile Apps and understand how mobile marketing integrates with the latest advances in social media marketing. The module also covers data protection and privacy issues associated with mobile marketing.
Topics Include
- Key Concepts
- Trends in Mobile
- Mobile Statistics
- Mobile Optimized Website
- Apps V Mobile Sites
- Site Development Process
- Mobile Apps
- Mobile Advertising Goals
- Mobile Ad Formats
- Rich Media Ad Units
- Mobile Advertising Campaign Process
- Proximity Marketing
- QR Codes
- SMS Marketing
- SMS Campaign Process
- Mobile Analytics
- Emerging Trends
- Laws & Guidelines
The Analytics module enables you to fully measure, monitor and optimise your Digital Marketing activities.
You will learn how to build an online reporting structure for your business, and learn about the range of specialist tools that are available to help you understand how to measure and monitor online traffic.
You will understand the rationale and business benefits of adopting a formal analytics programme, and learn how to set up accounts, profiles and permissions to apply analytics tracking across your websites.
Discover how to align business KPIs with your analytics goal configuration, and utilise the features of Google Analytics to develop a detailed profile of your target audience’s location, demographics, technology, devices, interests and more.
Learn how to assess the effectiveness of your website’s technical performance and download speed, and how to measure levels of user engagement and conversion by tracking activities such as downloads, video views, purchases and registrations etc.
Create and schedule customised reports and explore the real time and intelligence reporting capabilities of Google Analytics. As with the other modules, you will also be aware of data protection and privacy issues associated with website analytics.
Topics Include
- Key Concepts
- Cookies
- Account Structure
- User Levels
- Account Setup
- Common Terms
- Reporting
- Audiences
- Acquisition
- Behavior
- Audience
- Conversions
- Attribution
- Customization
- Setting KPIs
- Laws and Guidelines
The Strategy and Planning module provides a structured approach for bringing together all the strands of the Professional Diploma in Digital Marketing, to create a coherent Digital Marketing Plan.
This module is based on the Digital Marketing Institute Methodology, which incorporates a nine step process based on three distinct parts. Part one includes a situation analysis exercise, a formal information gathering process, and an audience definition exercise.
Part two develops a set of clear and meaningful objectives for the Digital Marketing Plan. Appropriate tools are selected on the basis of the anticipated audience(s), and objectives and budget are set based on the channels detailed within the Digital Marketing Institute Framework.
An action plan is developed to provide a coherent project structure, including milestones, deliverables and resources. Part three of the Digital Marketing Institute Methodology emphasises the importance of an iterative process of monitoring, analysis and enhancement based on performance.
The Strategy and Planning module provides you with the skills to create a formal Digital Marketing plan for your organisation, which will allow you to implement a successful and effective Digital Marketing strategy.
Topics Include
- Main Concepts
- Planning
- Situation Analysis
- Information Gathering
- Audience Definition
- Setting Objectives
- Appropriate Tools
- Action Plan
- Setting the Budget
- KPIs
- Measurement
- Iteration and Enhancement
Module 2: MySuccess Graphic Designer Associate
- Image File Formats
- Pixel vs Vector
- Resolution
- Colour Models
- Typography
- Useful Tools
- Introducing The Workspace
- Getting familiar with the Tools Panel
- Switching tools using the keyboard
- Dark or Light Interface
- Navigating your image, tabs and windows
- Panels and workspaces
- Zooming in and zooming out
- Entering a custom zoom value
- Scrolling and panning images
- Rotating the view
- Working with tabbed documents
- Arranging documents
- Cycling between screen modes
- Switching tools using the keyboard
- Customizing the keyboard shortcuts
- The Basics of Layers
- The Background layer
- Using a layer mask instead of deleting pixels
- Naming, hiding, creating, aligning and deleting layers
- Altering the stacking order of layers
- Layer transformations
- Aligning and distributing layers
- Changing the opacity of layers
- Grouping layers
- Merge or rasterise layers
- Flatten or Save As?
- Applying a clipping mask
- Filtering layers
- Best Practises
- Crop and Straighten
- The new and improved Crop tool
- Straightening a crooked image
- Using the Perspective Crop tool
- Automatically Cropping and Straightening scanned images
- The Rule of Thirds
- Extending Images
- Creating a border around your image
- Extending the canvas
- Using Content Aware Extend
- Using Content Aware Fill
- Using Content Aware Scale
- Adjusting Image Luminance
- Let there be Luminance
- The Auto commands
- Adjustments using Brightness/Contrast, Level and Curves
- Working non-destructively with adjustment layers
- Editing adjustment layers
- Isolating an adjustment with a layer mask
- Hello to the histogram
- Basics of the Shadows/Highlights command
- Adjusting Colours
- Assessing an image
- Identifying a colour cast and how to correct it
- Correcting a colour cast automatically
- Changing the colour balance using levels
- Changing the colour balance using Colour Balance
- Adjusting colour intensity with Vibrance
- The Hue/Saturation command
- The Undo and the History Panel
- Undo
- Utilising the History Panel
- Creating a Snapshot
- Creating a new Document from a History State
- Selections
- What are selections and why we use them?
- The Marquee tools
- Getting to know the Lasso tools
- Magic Wand and Quick Mask tools
- Adding to and subtracting from Selections
- Modifying Selections
- Saving and Loading Selections
- Meet the Channels Panel
- Masking
- Understanding what a mask is and does
- Working with Layer Masks
- Basic Retouching
- Using the Spot Healing Brush
- Using the Healing Brush
- Using the Patch Tool
- The ‘good old‘ Clone Stamp tool
- The Dodge and Burn tools
- Tips and Tricks
- Basic Brushes
- An overview of brushes and the Brushes panel
- Brush size and hardness
- Brush shortcuts
- Working with Colour
- The Swatches Panel
- The Colour Panel
- The Colour Picker
- Using the Eyedropper Tool to sample colour
- Creating simple gradients
- Simple compositing
- The various options for copying and pasting
- Dragging and dropping
- Placing an image
- Smart Objects and why when to use them
- Saving Your Work
- Saving images to PSD
- Saving images to TIFF
- File Formats and which to use
- Best practises
- Using the Save For Web utility
- The Colour Modes explained
- Getting to grips with text
- Horizontal and Vertical type tools
- Customising font properties
- The Character panel
- The Paragraph panel
- Managing text layers
- Working smarter with Bridge
- Opening and organising files
- Viewing, choosing and assessing images
- Adding Metadata and Keywords
- Working with Batches and Actions
- Collections and Smart Collections
- Labelling and Filtering
- Camera RAW
- Difference between RAW and compressed images
- Intro to Adobe Camera RAW
- Camera RAW Filter in Photoshop
- Retouching
- Working on a actual retouching projects, non-destructively
- Scaling tips
- Working with all the Liquify tools
- Improve body shape and detail
- Adjusting Image Luminance
- Editing with the histogram
- Customizing a Levels adjustment
- Understanding the Gamma value
- Making channel-by-channel adjustments
- Simulating a Grey Card
- Customising a Curves adjustment
- Colour adjustment by the numbers
- Tips and tricks
- Shadows/Highlights
- Working non-destructively with Shadows/Highlights
- Shadows Highlights techniques
- The Radius values explained
- Enhancing the effects of Midtone Contrast
- Masking a group of Smart Filters
- Working with Type
- Creating point text
- Choosing fonts and type style tricks
- A run through of the Character and Paragraph panels
- Kerning and tracking characters
- Creating and editing area text
- Selecting and formatting paragraphs
- Using Paragraph Styles
- Using Character Styles
- Setting text inside a custom path
- Creating text along a path
- Masking text into image elements
- Anti-aliasing explained
- Working with Vectors
- The other vector-based layer
- Drawing a dashed or dotted border
- Drawing and aligning custom shapes
- Combining simple shapes
- Cropping and merging shapes
- Adjusting Live Shape attributes
- Working with the pen tool
- Layer Styles and Effects
- Applying and creating Layer Styles
- Loading and customizing Layer Styles
- Merging and saving Layer Styles
- Copying Layer Styles
- Depth, contour, and texture
- Imparting depth with a layer effect
- Creating shadows
- Bevel and Emboss
- Modifying a layer’s effects
- Saving custom default settings
- Creating a custom contour
- Global Light and rasterizing effects
- Surface contour
- Adding textures
- Scale, Rotate, Skew, and Warp
- Meet the transformations
- Transformation and Smart Objects
- Content aware Move
- Content Aware Extend
- Rotating a layer with Free Transform
- Scale, duplicate, repeat, distort, perspective, and skew
- Working with Greyscale and Black & White
- Convert to black and white
- Several ways to convert to greyscale
- Mixing a custom black-and-white image
- The Black & White command
- Customizing the Black & White settings
- Black & White or Channel Mixer
- Creating a sepia tone
- Selections and Masking
- Adding to and subracting from Selections
- Feathering a selection
- Refine Edge and Refine Mask
- Working with the Mask panel
- Modifying Selections
- Saving and Loading Selections
- Viewing a mask with or without its image
- Painting directly inside an alpha channel
- Correcting fringes around a masked layer
- Turning a layer into a knockout
- Selecting with the Colour Range command
- Selecting Skin Tones
- Selecting a complex image with Colour Range
- Refining a selection in the Quick Mask mode
- Sharpening Details
- Understanding the Smart Sharpen filter
- Understanding the Unsharp Mask filter
- Assessing the best sharpening practises
- Sharpening with High Pass
- Sharpening using Smart Filters
- Noise and Detail
- The Noise/Details balancing act
- Introducing the Reduce Noise filter
- Brushing away blur and sharpening
- Creating texture by adding noise
- Correcting noise in Camera Raw
- Working with the Median filter
- Saving for the Web
- Producing a suitable JPEG image
- Producing a suitable GIF image
- Working with colours to reduce file size
- PNG and PNG
- Viewing results in a browser
- Printing and Outputting
- The main print options
- Description and printing marks
- Applying bleed
- The Colour Settings
- Previewing an image at print size
- Creating contact sheets
- Creating a web gallery
- Introducing The Workspace
- Getting To Know InDesign
- Setting Up a Document
- Familiarising with Tools
- Working With Pages & Objects
- Page Settings
- Applying Effects
- Styling Frames
- Setting Images in Frame
- Flowing & Editing Text
- Paragraphs
- Special Text
- Page Number & Footers
- Font Styles Customization
- Forms & Tables
- Working With Typography
- Text Design Concepts
- Text, Images & Paths
- Working With Styles & Color
- Gradients & Colors
- Transparency
- Importing & Modifying Graphics
- Frames & Images
- Interactive Gallery
- Printing & Exporting
- Creating Adobe PDF Files
- Forms
- Interactive Documents
- Creating & Exporting An E-Book
- Introducing The Workspace
- Getting To Know Illustrator
- Setting Up a Document
- Familiarising With Tools
- Working With Selection Tools
- Creating, Editing Shapes & Aligning
- Use of Open Paths
- Aligning Shapes & Paths
- Applying Effects
- Working With Symbols
- Working With Brushes
- Use of Preset Brushes
- Customizing Own Brushes
- Transforming Objects
- Working With Transform Tool
- Drawing With The Pen Tool
- Color & Painting
- Working With Blob Brush
- Working With Gradient Tools
- Working With Mesh Tool
- Blending Colors & Shapes
- Working With Type
- Text Manipulation
- Working With Prespective Drawing
- 3D Effects In Illustrator
- Converting 2D to 3D Design
- Creating 3D Text
- Exporting File For Animation
Module 1: Professional Diploma in Digital Marketing
Upon completion of the 10 modules of the Professional Diploma in Digital Marketing all students are required to take one computer-based exam which will assess their knowledge of the course.
The Professional Diploma in Digital Marketing is based on one formal exam made up of 3 sections, measuring student’s knowledge and competency of the modules established within the formal diploma programme scheme.
Module coverage breakdown across the exam sections can be found below:
Section A
- Search Marketing (SEO)
- Search Marketing (PPC)
- Analytics
Section B
- Social Media Marketing (Part 1)
- Social Media Marketing (Part 2)
- Mobile Marketing
Section C
- Digital Display Advertising
- Email Marketing
- Introduction to Digital Marketing
- Strategy and Planning
The exam is 180 minutes long (3 Hours) and consists of 200 questions. The passing score for this exam is 60%. All candidates may take the computer-based examination up to three times. Should a candidate fail their first exam attempt, they must repeat the exam within their exam authorization period of 6 months. The exams is delivered on the international PearsonVUE System and the score report is made available straight after the exam session.
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A range of different question item formats are used within the Professional Diploma in Digital Marketing (Syllabus Version 6.0) as follows:
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Module 2: MySuccess Graphic Designer Associate
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Proficiency in Adobe Photoshop is one of today’s most sought after skills. With the Visual Communication using Adobe Photoshop certification exam, students can prove themselves by being tested and certified in the basic Photoshop skills that employers in particular are looking for.
Language: English | Duration: 50 Minutes |
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Offering pixel-perfect control over design and typography, users can create elegant and engaging page layouts for print or digital media. And with so many powerful new features, trained and certified students tend to be more skilled in their use of InDesign than their non-certified peers.
Language: English | Duration: 50 Minutes |
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As students plan careers in design, graphics, illustration, and related fields, the opportunities have never been greater, but the software skills required for these positions have to match. A student with an ACA certification in Adobe Illustrator AND a great looking portfolio is going to make a powerful impression on a prospective employer.
Language: English | Duration: 50 Minutes |
MODE OF STUDY
DAYTIME
DELIVERY METHOD
Lectures & Hands-On Practice
ENTRY REQUIREMENTS
Good Knowledge of English
DURATION
6 Months
WHAT'S INCLUDED
- Training by Industry Practitioners & Qualified Educators
- Detailed Educator Presentations
- Official Courseware
- Official Practice Tests
- Official Exams (x1 Sit Per Exam)
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