Professional Certification in Digital Marketing

30 Hours / 180 Days / Self-Paced

Course Overview:

The Professional Certification in Digital Marketing is ideal for anyone involved in the planning, implementation or measurement of digital strategies – or anyone who would like to pursue a career in this area. The Professional Certification in Digital Marketing course is a rounded introduction to all the core digital marketing disciplines, and will prepare students to take up a more specialist role within the overall marketing domain.

Who is this course aimed at?
  • Marketing Managers, Marketing Executives, Senior Management
  • IT Managers, small business owners
  • Those with responsibility for developing and/or implementing an online marketing strategy for their organization
  • Anyone looking to pursue a career in digital marketing
What can learners expect from this course?

Through dynamic video presentations, and practical learning activities including tutorials and exercises, you will acquire a hands on learning experience that will enable you to acquire strong foundation in digital marketing, covering the main concepts, techniques and skills required in order to develop, plan and implement an effective digital marketing strategy.

By the end of this course, you will be able to:
  • Increase your website’s visibility through search engine optimization techniques
  • Drive qualified traffic to your website through pay-per-click advertising
  • Execute digital display campaigns
  • Capture, segment and manage email subscribers in order to plan and execute a successful email marketing campaign
  • Use suitable social media channels for different business goals and objectives
  • Measure and optimize your social media campaigns
  • Leverage mobile marketing for its micro-targeting advantages
  • Analyze and optimize your overall digital marketing activity
  • Create a formal digital marketing plan for your business

Course Outline:

Module 1 Introduction to Digital Marketing

The Introduction to Digital Marketing module exposes how to harness the power of digital marketing within the marketing strategy for your organization. You will gain a fundamental understanding of the core principles of digital marketing, and be able to define the key differences between Traditional and Digital Marketing.

This module will get you started on the road to implementing effective digital marketing campaigns. It introduces the foundational aspects of digital marketing and covers areas including: Search, Digital Display, Email Marketing, Social Media, Mobile Marketing as well as Analytics.

You will learn how to develop an integrated and effective overall digital marketing approach across these various specialisms. You will also be able to conduct ongoing analysis and measurement in order to manage and evaluate your digital marketing efforts and budgetary spend.

In this module the course lecturer will refer to the principles and processes, as well as the tools and techniques that underpin the entire digital marketing process.

Module 2 Search Marketing (SEO)

The Search Marketing (SEO) will help you understand Search Engine Optimization (SEO) and how the tactics underpinning SEO can help boost the organic search ranking for your website on search engine results pages (SERPS). It also covers terminology and technical insights necessary for an effective SEO strategy.

You will explore keyword research and the process of selecting suitable keywords for your website, as well as other types of optimization for web page content. You’ll learn how to create and include effective content and meta-tags throughout your website.

The session will also cover how websites are viewed and processed by search engine spiders and how to speed up indexing. You’ll learn about the range of specialist tools that are available to help common search engines find, view and rate websites.

The session will cover off-page elements of optimization, including inbound linking as well as techniques to boost a website’s inbound link popularity. You’ll recognize how SEO is content driven, and you’ll understand the concept of ranking. You’ll also be able to monitor and manage your SEO activity by setting a baseline and regularly measuring activity against expectation.

Module 3 Search Marketing (PPC)

The Search Marketing (PPC) module will allow you to understand and appreciate the importance of Pay-Per-Click Advertising (PPC), and how it can be used to effectively drive quality traffic to your website, along with the necessary terminology and technical skills.

During the session you will be shown how to set up a Google AdWords account and develop an AdWords campaign through three key elements: keyword research, ad copy and landing pages. The module also addresses AdWords campaign settings and ongoing campaign management.

You will be able to conduct keyword research and you will learn about the range of specialist tools that are available to help run and administer effective PPC campaigns in order to make the most of advertising spend. You will be able to analyze current search marketing activity and tailor and target campaigns to enhance your engagement rates. You will recognize the features of strong ad copy and develop skills in writing compelling and targeted ad copy.

Lastly, this module will teach you how to set and manage budgets for AdWords campaigns and measure and analyze the effectiveness of the campaigns by generating detailed reports. 

Module 4 Digital Display Advertising

The Digital Display Advertising module will help you to implement effective Digital Display Advertising (DDA) campaigns. The module covers the core concepts and terminology associated with Digital Display Advertising as well as key campaign aspects including: ad formats, campaign setup and planning, target audience definition, publishers, as well as campaign administration, budgeting (incl. different pricing metrics), measurement and optimization.

The course lecturer will refer to different Display Advertising campaigns, and illustrate the module content with a wide range of ad campaign examples showing strong ad creatives and how different ad formats can be applied and published.

You will gain a comprehensive understanding of the creation, deployment and management of Digital Display Advertising campaigns, and learn about the wide range of ad display formats and how to carefully choose the most appropriate ad format for your campaign target audience.

You will be able to develop clear objectives, deploy a campaign and then measure and optimize your campaign based on analytics. You will also be able to research and use a range of campaign publishers.

Module 5 Email Marketing

The Email Marketing module will teach you how to implement and deliver an effective email marketing campaign. The session will cover the four foundational aspects of email marketing: data capture and subscriber segmentation, email design and content, email delivery, and measurement and reporting.

This module will equip you with the knowledge and skills to create and deliver effective email marketing campaigns. You will learn how to grow and manage a subscriber database, and about the features within third party email systems and solutions.

You will be able to plan a marketing segmentation strategy for your target audience and recognize what composes a good email design in terms of user-centric content, coherent layout and an attractive design.

You will learn about split testing, and will be able to use key metrics to report on the effectiveness of your campaigns, including open rates, Click-Through-Rates (CTR) as well as unsubscribes and bounces. You will be capable of monitoring and evaluating Email Marketing analytics.

Module 6 Social Media Marketing 1

The Social Media Marketing (Part 1) module covers the key concepts and terminology used within social media marketing and primary platforms including Facebook, Instagram, Twitter, Periscope and LinkedIn.

This module will help you to set up and prepare social media marketing initiatives. It overs setting goals and priorities for your social media campaigns and explores a range of core social media platforms.

This module enables you to develop the knowledge and skills to effectively engage with customers across a diverse range of social media platforms. You will appreciate the trends in the social media space and the opportunity afforded by the “always connected” social consumer.

You will recognize the suitability of different social platforms for your various aims and objectives and be able to select and prioritize different platforms as they align with different goals for your organization, customers, and for your products and services. You will recognize that different social media communication styles may apply for different target audiences and be able to implement them appropriately.

Module 7 Social Media Marketing 2

The Social Media Marketing (Part 2) module will help you to develop the skills needed to implement the full range of social media tools and platforms that allow you to build and sustain relationships with customers.

It builds upon Social Media Marketing (Part 1) and expands upon the topics and platforms introduced in that module. In this module you will learn about the challenges of implementing an effective social media strategy for your business, especially using paid advertising options within each social network.

You will cover some supplementary social media channels such as YouTube, Google+ and Pinterest and learn the importance of these for specific tasks. Looking at social media platforms such as Facebook, Twitter and LinkedIn, you will learn how to use advanced features such as Insights and Analytics. You will become familiar with how to schedule, manage and report on your campaigns and social initiatives.

Finally, you will learn how to measure, and optimize your social media campaigns, and you will become familiar with relevant laws in this area.

Module 8 Mobile Marketing

The Mobile Marketing module will help you to create and deliver effective mobile marketing campaigns. You will cover the concepts and trends underpinning mobile marketing, and grasp the full value of immediacy, mobility and personalization in mobile marketing. You will also learn about the importance and factors of mobile optimized websites.

This module will enable you to recognize the key attributes of effective mobile apps and take the 7 necessary steps to creating a successful app. You will get the insights into mobile search, its differences and similarities to desktop search and the value of AdWords in mobile search.

The Mobile Marketing module enables you to develop the knowledge and skills to utilize the power of mobile technologies as a way to access increasingly mobile consumers. You will look at the emergent trends within the mobile space and recognize the new opportunity afforded by “always on” mobile devices, for interacting effectively with specific audiences based on context and location.

You will learn about mobile advertising and the range of technologies that are available to help engage with consumers such as SMS, NFC, Mobile Sites, Apps and Bluetooth. You will also recognize the importance of suitable campaign messaging, and the need to validate marketing activity with campaign trials, reviews and ongoing analytics and measurement.

Module 9 Analytics

The Analytics module will help you to develop the knowledge and skills to measure, monitor and optimize your digital marketing activity. This will equip you with the technical knowhow, understanding and insights to build an online reporting structure for their business.

You will learn about the range of specialist tools that are available to help you understand how to measure and monitor online traffic. You will also be taught about the rationale and business benefits of adopting a formal analytics program.

You will be able to set up accounts, properties, views and permissions and apply analytics tracking across your website(s). You will understand the importance of aligning business KPIs with your analytics goal configuration. You will learn how to utilize the features of Google Analytics to develop a detailed profile of your target audience (location, demographics, technology, devices, and interests).

You will learn how to assess the effectiveness of a website in terms of its technical performance and download speed. You will be able to measure levels of user engagement and conversion by tracking activities such as downloads, video views, purchases and registrations etc.

You will be able to output a range of standard reports form analytics such as visitors, traffic, content, goals, e-Commerce, AdWords and event tracking. You will be capable of creating and scheduling customized reports.

Module 10 Strategy and Planning

The Strategy and Planning module provides you with the skills to create a formal Digital Marketing Plan for your organization, enabling you to work effectively with a digital agency or contractor as required, and confirming an approach that will allow you to implement a successful digital marketing strategy.

This module is based on the Digital Marketing Institute Methodology, which consists of a process based on three distinct parts. Part 1 includes a situation analysis exercise, a formal information gathering process, and an audience definition exercise. Part 2 develops a set of clear and meaningful objectives for the digital marketing plan. An action plan is developed to provide a coherent project structure, including milestones, deliverables and resources. Part 3 of this methodology emphasizes the importance of an iterative process of monitoring, analysis and enhancement based on the performance of digital marketing activities and campaigns.

This module brings together all the strands of the Professional Certification in Digital Marketing to create a coherent Digital Marketing Plan based on the Digital Marketing Institute’s planning methodology and process.

All necessary course materials are included.

Certification(s):

This course prepares students to take the Digital Marketing Institute's (DMI) Professional Certification in Digital Marketing certification exam.  The retail cost of the course includes the exam voucher for the certification exam.


System Requirements:

Internet Connectivity Requirements:
  • Cable and DSL internet connections are recommended.
Hardware Requirements:
  • Minimum Pentium 400 Mhz CPU or G3 Macintosh. 1 GHz or greater CPU recommended.
  • 256MB RAM minimum. 1 GB RAM recommended.
  • 800x600 video resolution minimum. 1025x768 recommended.
  • Speakers/Headphones to listen to Dialogue steaming audio sessions.
  • A microphone to speak in Dialogue streaming audio sessions.
Operating System Requirements:
  • Windows Vista, 7, 8, 8.1, 9, 10
  • Mac OSX 10 or higher.
  • OpenSUSE Linux 9.2 or higher.
Web Browser Requirements:
  • Google Chrome is recommended.
  • Firefox 13.x or greater.
  • Internet Explorer 6.x or greater.
  • Safari 3.2.2 or greater.
Software Requirements:
  • Adobe Flash Player 6 or greater.
  • Oracle Java 7 or greater.
  • Adobe Reader 7 or greater.
Web Browser Settings:
  • Accept Cookies
  • Disable Pop-up Blocker.


** Outlines are subject to change, as courses and materials are updated. Software is not included with the purchase of the course, unless otherwise specified. Students are responsible for the purchase and installation of the necessary course software. **