Postgraduate Diploma in Digital Marketing

If you are seeking to understand the forces that are driving and transforming businesses today and how digital marketing enables businesses to grow and thrive in today’s dynamic but volatile environment, this module will help you do so. This module provides a strong base in the fundamental concepts and applications of digital marketing and enables you to blend traditional marketing knowledge with the digital and professional skills needed to enter the digital marketing workforce.

You will explore the digital consumer journey, digital touchpoints, channels, communication methods, content and data used to support this journey. You will also develop the technical and conceptual skills required to design and improve customer experiences and make informed, data-driven decisions that enhance digital marketing strategies. You will be equipped with the professional skills to succeed both in this programme and in high-performing digital marketing teams. You will learn how to manage digital projects effectively, recognise the benefits of an agile mindset and explore techniques for enhancing creativity and finding innovative solutions to problems. Additionally, you will explore data and learn techniques for analysing and presenting data visually. You will learn the principles of graphic design and use brand guidelines and design skills for marketing purposes.

Topics

• Managing Marketing Activities
• Communications Fundamentals
• Digital Marketing and Customer Experience
• Designing and Optimizing Customer Experience
• User Experience Research
• Social Research and Consumer Behaviour
• Content Marketing
• Introduction to Data Privacy, Protection, and the GDPR
• Website Optimisation
• Digital Channels
• Project Planning and Strategic Thinking
• Creativity and Problem-Solving Skills
• Graphic Design Essentials for Marketers
• Personal Skills for Marketing Practitioners
• Introduction to Data, Visualisation, Reporting, and Presentation for marketers

Recent innovations in social media, information technology, and artificial intelligence have changed the purchase behaviour of consumers as well as how they live their lives and engage with brands. As a result, marketers today need to develop the skills to understand search engine algorithms, master search engine marketing, critically evaluate the variety of digital channels and develop a deep understanding of contemporary online customer journeys to find and engage with consumers and generate demand in both local and global markets.

In this module, you will explore the principles of search engine marketing (SEM), search engine optimisation (SEO), email marketing and e-commerce and develop an appreciation of the relative strengths and weaknesses of online and offline marketing channels. In addition, you will learn how to optimise channel usage to maximise the outputs from your marketing efforts and the return-on-investment (ROI) for your organisation.

Topics

• Introduction to Search Marketing
• SEO Setup and Content
• Optimizing SEO
• Paid Search Fundamentals
• Managing Paid Search Campaigns
• Demand Generation
• Email Marketing
• E-Commerce

Social media is one of the most significant disruptors to modern-day communications. This disruption provides many opportunities and challenges to marketers, as social media provides a platform for brands, businesses and individuals to express their voice.

In this module, you will develop advanced, hands-on skills to critically evaluate social media marketing campaign performance, implement complex multi-channel social campaigns and demonstrate a deep understanding of how to build an actionable social media content strategy to drive success for a business today.

This module covers topics on planning, executing, managing and reporting on social media campaigns. The module aims to deepen the learner’s knowledge of key social media marketing channels, platforms, apps and services. It also provides practical knowledge and applicable skills covering the critical procedures and best practices associated with running, optimising and reporting on social media campaigns across the key platforms.

Topics

• Social Content Marketing
• Facebook, Instagram, and Pinterest
• Twitter
• LinkedIn
• YouTube and Social Video
• Social Media Apps (TikTok, WeChat, Snapchat)
• Customer Service using Social Media

Digital marketing enables businesses to track and measure a wide range of metrics due to its focus on digital channels and digital media. From social media to search engines, digital channels typically provide businesses with vast quantities of data and analytics that can be turned into useful insights. The true value of these insights, however, can only be fully realised through effective planning. A well-crafted marketing plan builds on data analytics and helps businesses achieve their marketing and business goals.

This module provides learners with a comprehensive view of digital marketing analytics and how this data and analysis can be leveraged to develop a comprehensive marketing plan. By the end of the course, you will have acquired a solid foundation in the data, metrics and tactics used to design a seamless user experience (UX) and to support marketing activities using key digital channels, such as social media, search engines, paid media, email and websites. Additionally, you will critically evaluate the use of data-driven decisions to support planning, implementing and refining digital marketing strategies and enhance the overall UX and customer experience (CX).

Topics

• Developing a Digital Marketing Strategy
• Data-Driven Decision Making
• Google Analytics and Search Marketing
• Search Planning
• Search Execution
• E-Commerce Planning
• Email Marketing Metrics and Planning
• Social Commerce and Affiliate Marketing
• Social Media KPIs and Planning
• Driving Business Performance with Digital Marketing Strategy

One view of strategy is that it is first of all formulated, having carried out external and internal analysis and then it is implemented through managerial decision-making and a programme of actions. In reality, formulation and implementation are intertwined in a complex process involving politics, values, culture, and management styles that determine or constrain strategic decisions. Thus, strategy emerges iteratively and incrementally rather than being designed and built in a sequential fashion.

As the task of managing digital marketing and digital teams is intricately linked to the broader strategic challenges facing businesses today, this module encourages you to engage with both current and classic strategic theories to understand the context of strategy in business organisations. By understanding this context and applying strategic tools to assess the internal and external organisational environments, managers can develop effective digital strategies that leverage the power of digital marketing and digital teams to drive competitive advantage and business success.

Topics

• Strategic Leadership – Managing the Strategy-Making Process
• External Analysis – Opportunities and Threats
• Internal Analysis – Distinctive Competencies, Profitability and Competitive Advantage
• Corporate Strategy – Diversification, Integration and Outsourcing
• Strategic Purpose – Ethics and Corporate and Social Responsibility (CSR)
• Managing a Digital Team
• Building a Digital Team
• Digital Leadership