Description
About this Course
Digital has changed the way we work, live and communicate. If you're looking for a career in digital marketing or you want to become a leader in your field with basic to no knowledge in digital marketing, then the world's most sought after Professional Diploma in Digital Marketing is for you.
The Professional Diploma in Digital Marketing will give you an in-depth 360° understanding of how to effectively strategise and implement powerful digital marketing campaigns that convert. Designed and developed by industry giants such as Google, Microsoft and Facebook, this certification delivers best current practice, theory and applied practical skills in digital and is recognised and respected by all industries globally. Become a leader in your industry, master digital.
 |
 |
Accreditation
The Digital Marketing Institute is the global certification body for Digital Marketing education. The syllabus defines the framework of knowledge, skill and competency required to meet the current and future demands of the Digital economy. The practical, industry-driven qualifications are recognised as the international standard in Digital Marketing certification.
The syllabus content is defined and validated by an industry based working group, the Syllabus Advisory Council. The Council contributes to the development of internationally recognised standards supporting digital marketing education by ensuring the consistency of our industry-led training and certification programmes. Member representatives are from leading digital brands, including Google, Facebook, Linkedin, Twitter, Sky, The Economist, Coca-Cola, IBM and Microsoft.
 |
The Professional Diploma in Digital Marketing is also approved and credit rated by the European Qualifications Framework at Level 5. This continues to confirm the relevance of this industry-designed study programme. |
Course Outline
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.
Topics include:
- Principles of Digital Marketing
- Concepts of Digital Marketing
- The Buyer’s Journey
- The Marketing Function
- The Marketing Function & Buyer’s Journey
- Traditional and Digital Marketing
- Digital Marketing Institute 3i Principles
- Digital Channels
- Developing Objectives
- Planning stage considerations
- SMART Objectives
- Digital Research
- Audience Research
- Audience Listening Tools
- Competitive Research
- Industry Research
- Cultural Research
- Teamwork
- Digital Marketing Industry
- Business Teams
- Shared Business Objectives
- Relationship Between Sales and Marketing
- Effective Communication Skills
- PROPEL Model
- PROPEL
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.
Topics include:
- Concepts
- Website Optimization
- The Purpose of Website Optimization
- Components of Website Design
- Architecture
- Website Hosting Options
- Build a Website
- Create a Layout For Your Site
- Web Design & Content
- Design Principles
- Mobile First Design
- Website Copy
- A/B Testing
- Optimize
- UX versus UI
- UX and UI Principles
- Assess UX
- Improve UX
- Optimize a Website
- Measure
- Website Metrics
- Evaluate a Website
- Monitor and Report
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.
Topics include:
- Content Marketing Concepts
- Content Marketing
- Types of Content
- Content Intent
- Community Management
- Content Marketing Strategy
- Research
- Social Listening
- Competitor Analysis
- Content Audit
- Plan
- Content Goals
- Buyer Personas
- Content Topics
- Content Calendars
- Content Management Systems
- Create & Curate
- Content Creation
- Content Types
- Content Creation Tools
- Content Curation
- Content Curation Tools
- Defining Your Personality
- Brand Storytelling
- Content Personalization
- Publish
- Content Platforms
- Content Seeding
- Content Scheduling
- Content Promotion
- Content Repurposing
- Measure Content Performance
- Content Marketing ROI
- Content Marketing Goals
- Key Metrics & Tools
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.
Topics include:
- Introduction to Social
- Concepts
- The Buyer’s Journey
- Platform Principles
- Facebook
- Campaign Development
- Audience Insights
- Ads Manager & Ad Auctions
- Facebook Canvas
- Instagram
- Platform Principles
- Instagram posts & Ad Formats
- Campaign Objectives & Ad Buying
- Analysis
- Twitter
- Setup & Customization
- Ads Manager & Ad Formats
- Campaign Development
- Ad Auctions & Campaign
- Optimization & Analysis
- LinkedIn
- Setup & Customization
- Page, Affiliate & Showcase
- Campaign Development
- Content Ads, Sponsored InMails
- Targeting & Analysis
- Snapchat
- Platform Principles
- 3V Advertising
- SnapAds
- Geofilters
- Campaign Objectives & Ad Buying
- Analysis
- Communities
- Concepts
- Community Management
- Campaign Concepts
- Campaign Development
- Objectives & Campaign Analysis
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.
Topics include:
- Introduction to SEO
- Paid Versus Organic Search
- How Search Engines Work
- Keywords
- SERPs (Search Engine Results Pages)
- Set SEO Objectives
- Types of SEO Objectives
- Setting Objectives
- Keyword Research
- Types of Keywords
- How to Conduct Keyword Research
- Turning Research into Content
- Optimize
- Technical Optimization
- On-Page Optimization
- Off-page Optimization
- SEO Action Plan
- Measure Performance
- Traffic Sources
- Types of SEO Metrics
- Measuring Success
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.
Topics include:
- Concepts
- Paid Versus Organic Search
- Search Engines
- Benefits of Paid Search
- Campaign Elements
- Launch
- Google AdWords
- Account Structure
- Account Elements
- Keyword Research
- Campaign Creation
- Manage
- Budget Management
- Bidding
- Campaign Optimization
- Measure
- Campaign Measurement
- Advanced Measurement
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.
Topics include:
- Concepts
- Platforms
- Advertising Buying Mechanisms
- Campaign Objectives
- YouTube
- Google Display Network
- Display Ad Formats
- Video Ad Formats
- Ad Formats
- Google Display Network
- Display Ad Formats
- Video Ad Formats
- Creation
- Display Campaign Creation
- Display Ad Creation
- Video Campaign Creation
- Video Ad Creation
- Target
- Targeting
- Audience Targeting
- Contextual Targeting
- Advanced Targeting
- Targeting Exclusions
- Remarketing
- Bidding
- Measure
- Metrics
- Display Campaign Reporting
- Video Campaign Reporting
- Google Analytics Reporting
- Campaign Optimization
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.
Topics include:
- Fundamentals
- Key Concepts
- Inbound Email Marketing
- Legislation and Regulations Email Strategy
- Email Strategy
- Email Service Providers
- Data Capture
- Contact Database
- Email Design
- Email Components
- Audience
- Subject Line
- Email Copy
- Email Design
- Call to Action
- Images
- Campaign Delivery
- Email Campaign Creation
- Deliverability Factors
- Campaign Delivery Challenges
- Campaign Delivery Management
- Testing & Optimizing
- Email Testing
- A/B Testing
- Campaign Performance
- Optimizing
- Minimizing Bounces and Unsubscribes
- Marketing Automation
- Marketing Concepts
- Marketing Automation Process
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.
Topics include:
- Concepts
- Web Analytics
- Web Analytics Tools
- Measurement Plan
- Set Up
- Technical Elements
- Benefits & Limitations
- Tracking
- Settings
- Integrating Marketing Tools
- Goals
- What is a Goal?
- Why Set Goals?
- Setting Goals
- Measuring Goals
- Report
- Report Areas
- Audience
- Acquisitions
- Behavior
- Conversions
- Analyze
- Goals and Business KPIs
- Target Audience Profile
- Analyzing Behavior Reports
- Assessing Technical Performance
- Conversion Journey
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 was 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.
Topics include:
- Concepts
- Strategy Fundamentals
- PROPEL Model
- Plan
- Concepts
- Expectations
- ROI
- Digital Audit
- Digital Resources
- Budgeting
- Ownership
- Research
- Concepts
- Owned, Accessed & Desk Research
- Audience & Competitor Research
- Social Listening
- Plan of Action
- Objectives
- Concepts
- Success Outcomes
- KPIs
- Reviews
- Prepare
- Concepts
- Overarching Strategy
- Search Strategy
- Display Strategy
- Content Strategy
- Creative Strategy
- Asset Development
- Connection Strategy
- Strategic Plan
- Execute
- Concepts
- Launch Plan
- Media Plan
- Success Indicators
- The Value of Social
- Learn
- Concepts
- Reporting
- Continuous Development
- Cyclical Planning Model
- Teamwork
Objectives & Outcomes
At the end of this course, you will understand the various channels and activities required to plan, implement and manage a comprehensive digital marketing plan for your business.
The Professional Diploma in Digital Marketing will help you to:
- Conduct digital research, set business objectives for campaigns and develop a targeted digital marketing strategy.
- Build and publish a well-designed and high performing and optimized website aligned to your business goals.
- Create and curate compelling and innovative content that drives ROI.
- Set up, optimize, create, execute and report on organic and paid ad campaigns on Facebook, Twitter, LinkedIn, Instagram & Snapchat.
- Boost your website’s organic ranking by optimizing technical on-page and off-page elements.
- Create and manage paid search campaigns in Google AdWords and use Google Analytics to measure performance.
- Use Google AdWords to create display and video advertising campaigns and ads using a variety of platforms to evaluate their impact and performance.
- Design effective emails that generate leads, retain customers and inspire evangelists.
- Set goals for your business and website, and understand how analytics tools are used to help measurement.
- Use owned, accessed, desk, audience, competitor and social listening research to create a how-to guide for all digital marketing activities.
Certification
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 exam is 180 minutes long (3 Hours) and consists of a total of 184 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 8.0) as follows:
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Educators
The selected international practitioners will each deliver various modules reflecting their areas of expertise. Apart from being accredited Digital Marketing Institute educators, the selected educators have years of industry experience positioning them as key leaders in this field.
Course Details
MODE OF STUDY
Online (Self-Paced)
DELIVERY METHOD
Videos & Practical Exercises
ENTRY REQUIREMENTS
- Good Knowledge of English
- Professional Diploma in Digital Marketing alumnus
DURATION
30 Hours
WHAT'S INCLUDED
- Online Training by DMI Expert Practitioners
- Official DMI Courseware
- Official DMI Practice Tests
- Official DMI Exam Voucher
- One-Year DMI Membership (Stay updated)
Price: € 950
Digital has changed the way we work, live and communicate. If you're looking for a career in digital marketing or you want to become a leader in your field with basic to no knowledge in digital marketing, then the world's most sought after Professional Diploma in Digital Marketing is for you.
The Professional Diploma in Digital Marketing will give you an in-depth 360° understanding of how to effectively strategise and implement powerful digital marketing campaigns that convert. Designed and developed by industry giants such as Google, Microsoft and Facebook, this certification delivers best current practice, theory and applied practical skills in digital and is recognised and respected by all industries globally. Become a leader in your industry, master digital.
|
|
|
Accreditation
The Digital Marketing Institute is the global certification body for Digital Marketing education. The syllabus defines the framework of knowledge, skill and competency required to meet the current and future demands of the Digital economy. The practical, industry-driven qualifications are recognised as the international standard in Digital Marketing certification.
The syllabus content is defined and validated by an industry based working group, the Syllabus Advisory Council. The Council contributes to the development of internationally recognised standards supporting digital marketing education by ensuring the consistency of our industry-led training and certification programmes. Member representatives are from leading digital brands, including Google, Facebook, Linkedin, Twitter, Sky, The Economist, Coca-Cola, IBM and Microsoft.
|
The Professional Diploma in Digital Marketing is also approved and credit rated by the European Qualifications Framework at Level 5. This continues to confirm the relevance of this industry-designed study programme. |
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.
Topics include:
- Principles of Digital Marketing
- Concepts of Digital Marketing
- The Buyer’s Journey
- The Marketing Function
- The Marketing Function & Buyer’s Journey
- Traditional and Digital Marketing
- Digital Marketing Institute 3i Principles
- Digital Channels
- Developing Objectives
- Planning stage considerations
- SMART Objectives
- Digital Research
- Audience Research
- Audience Listening Tools
- Competitive Research
- Industry Research
- Cultural Research
- Teamwork
- Digital Marketing Industry
- Business Teams
- Shared Business Objectives
- Relationship Between Sales and Marketing
- Effective Communication Skills
- PROPEL Model
- PROPEL
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.
Topics include:
- Concepts
- Website Optimization
- The Purpose of Website Optimization
- Components of Website Design
- Architecture
- Website Hosting Options
- Build a Website
- Create a Layout For Your Site
- Web Design & Content
- Design Principles
- Mobile First Design
- Website Copy
- A/B Testing
- Optimize
- UX versus UI
- UX and UI Principles
- Assess UX
- Improve UX
- Optimize a Website
- Measure
- Website Metrics
- Evaluate a Website
- Monitor and Report
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.
Topics include:
- Content Marketing Concepts
- Content Marketing
- Types of Content
- Content Intent
- Community Management
- Content Marketing Strategy
- Research
- Social Listening
- Competitor Analysis
- Content Audit
- Plan
- Content Goals
- Buyer Personas
- Content Topics
- Content Calendars
- Content Management Systems
- Create & Curate
- Content Creation
- Content Types
- Content Creation Tools
- Content Curation
- Content Curation Tools
- Defining Your Personality
- Brand Storytelling
- Content Personalization
- Publish
- Content Platforms
- Content Seeding
- Content Scheduling
- Content Promotion
- Content Repurposing
- Measure Content Performance
- Content Marketing ROI
- Content Marketing Goals
- Key Metrics & Tools
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.
Topics include:
- Introduction to Social
- Concepts
- The Buyer’s Journey
- Platform Principles
- Facebook
- Campaign Development
- Audience Insights
- Ads Manager & Ad Auctions
- Facebook Canvas
- Instagram
- Platform Principles
- Instagram posts & Ad Formats
- Campaign Objectives & Ad Buying
- Analysis
- Twitter
- Setup & Customization
- Ads Manager & Ad Formats
- Campaign Development
- Ad Auctions & Campaign
- Optimization & Analysis
- LinkedIn
- Setup & Customization
- Page, Affiliate & Showcase
- Campaign Development
- Content Ads, Sponsored InMails
- Targeting & Analysis
- Snapchat
- Platform Principles
- 3V Advertising
- SnapAds
- Geofilters
- Campaign Objectives & Ad Buying
- Analysis
- Communities
- Concepts
- Community Management
- Campaign Concepts
- Campaign Development
- Objectives & Campaign Analysis
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.
Topics include:
- Introduction to SEO
- Paid Versus Organic Search
- How Search Engines Work
- Keywords
- SERPs (Search Engine Results Pages)
- Set SEO Objectives
- Types of SEO Objectives
- Setting Objectives
- Keyword Research
- Types of Keywords
- How to Conduct Keyword Research
- Turning Research into Content
- Optimize
- Technical Optimization
- On-Page Optimization
- Off-page Optimization
- SEO Action Plan
- Measure Performance
- Traffic Sources
- Types of SEO Metrics
- Measuring Success
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.
Topics include:
- Concepts
- Paid Versus Organic Search
- Search Engines
- Benefits of Paid Search
- Campaign Elements
- Launch
- Google AdWords
- Account Structure
- Account Elements
- Keyword Research
- Campaign Creation
- Manage
- Budget Management
- Bidding
- Campaign Optimization
- Measure
- Campaign Measurement
- Advanced Measurement
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.
Topics include:
- Concepts
- Platforms
- Advertising Buying Mechanisms
- Campaign Objectives
- YouTube
- Google Display Network
- Display Ad Formats
- Video Ad Formats
- Ad Formats
- Google Display Network
- Display Ad Formats
- Video Ad Formats
- Creation
- Display Campaign Creation
- Display Ad Creation
- Video Campaign Creation
- Video Ad Creation
- Target
- Targeting
- Audience Targeting
- Contextual Targeting
- Advanced Targeting
- Targeting Exclusions
- Remarketing
- Bidding
- Measure
- Metrics
- Display Campaign Reporting
- Video Campaign Reporting
- Google Analytics Reporting
- Campaign Optimization
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.
Topics include:
- Fundamentals
- Key Concepts
- Inbound Email Marketing
- Legislation and Regulations Email Strategy
- Email Strategy
- Email Service Providers
- Data Capture
- Contact Database
- Email Design
- Email Components
- Audience
- Subject Line
- Email Copy
- Email Design
- Call to Action
- Images
- Campaign Delivery
- Email Campaign Creation
- Deliverability Factors
- Campaign Delivery Challenges
- Campaign Delivery Management
- Testing & Optimizing
- Email Testing
- A/B Testing
- Campaign Performance
- Optimizing
- Minimizing Bounces and Unsubscribes
- Marketing Automation
- Marketing Concepts
- Marketing Automation Process
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.
Topics include:
- Concepts
- Web Analytics
- Web Analytics Tools
- Measurement Plan
- Set Up
- Technical Elements
- Benefits & Limitations
- Tracking
- Settings
- Integrating Marketing Tools
- Goals
- What is a Goal?
- Why Set Goals?
- Setting Goals
- Measuring Goals
- Report
- Report Areas
- Audience
- Acquisitions
- Behavior
- Conversions
- Analyze
- Goals and Business KPIs
- Target Audience Profile
- Analyzing Behavior Reports
- Assessing Technical Performance
- Conversion Journey
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 was 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.
Topics include:
- Concepts
- Strategy Fundamentals
- PROPEL Model
- Plan
- Concepts
- Expectations
- ROI
- Digital Audit
- Digital Resources
- Budgeting
- Ownership
- Research
- Concepts
- Owned, Accessed & Desk Research
- Audience & Competitor Research
- Social Listening
- Plan of Action
- Objectives
- Concepts
- Success Outcomes
- KPIs
- Reviews
- Prepare
- Concepts
- Overarching Strategy
- Search Strategy
- Display Strategy
- Content Strategy
- Creative Strategy
- Asset Development
- Connection Strategy
- Strategic Plan
- Execute
- Concepts
- Launch Plan
- Media Plan
- Success Indicators
- The Value of Social
- Learn
- Concepts
- Reporting
- Continuous Development
- Cyclical Planning Model
- Teamwork
At the end of this course, you will understand the various channels and activities required to plan, implement and manage a comprehensive digital marketing plan for your business.
The Professional Diploma in Digital Marketing will help you to:
- Conduct digital research, set business objectives for campaigns and develop a targeted digital marketing strategy.
- Build and publish a well-designed and high performing and optimized website aligned to your business goals.
- Create and curate compelling and innovative content that drives ROI.
- Set up, optimize, create, execute and report on organic and paid ad campaigns on Facebook, Twitter, LinkedIn, Instagram & Snapchat.
- Boost your website’s organic ranking by optimizing technical on-page and off-page elements.
- Create and manage paid search campaigns in Google AdWords and use Google Analytics to measure performance.
- Use Google AdWords to create display and video advertising campaigns and ads using a variety of platforms to evaluate their impact and performance.
- Design effective emails that generate leads, retain customers and inspire evangelists.
- Set goals for your business and website, and understand how analytics tools are used to help measurement.
- Use owned, accessed, desk, audience, competitor and social listening research to create a how-to guide for all digital marketing activities.
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 exam is 180 minutes long (3 Hours) and consists of a total of 184 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 8.0) as follows:
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The selected international practitioners will each deliver various modules reflecting their areas of expertise. Apart from being accredited Digital Marketing Institute educators, the selected educators have years of industry experience positioning them as key leaders in this field.
MODE OF STUDY
Online (Self-Paced)
DELIVERY METHOD
Videos & Practical Exercises
ENTRY REQUIREMENTS
- Good Knowledge of English
- Professional Diploma in Digital Marketing alumnus
DURATION
30 Hours
WHAT'S INCLUDED
- Online Training by DMI Expert Practitioners
- Official DMI Courseware
- Official DMI Practice Tests
- Official DMI Exam Voucher
- One-Year DMI Membership (Stay updated)