Certificate in Digital Marketing
Level 1
Keep up with the most relevant and cutting-edge marketing channel; Digital Marketing.
Entry criteria: BA or similar qualification (in any area except marketing) or relevant professional experience
Duration
Part Time Only: 10 weeks; one evening a week, 3 hours
Starting date: week commencing on 1st March
Digital Marketing 1: An introduction to digital marketing, focusing on the key tools and their application. Students will use existing knowledge and real world case studies to develop a more informed understanding of the purposes of digital marketing strategies by examining a range of e-tools, exploring internet marketing (websites, search engines and social networking sites), e-mail marketing and databases.
Learning Outcomes
Students will benefit from a strong foundation and understanding of the following:
- Digital marketing in the current environment
- Digital marketing strategy development and legal implications
- Strengths and weaknesses across a range of e-tools
- SOSTAC planning framework
- Application of marketing concepts in a digital marketing plan (SWOT, PESTLE, STP, Marketing Mix)
- Role of databases, CRM systems and data mining for marketing purposes
- Development of websites for marketing purposes
- Technical awareness and basic understanding of HTML
Course Content
- Lecture 1: Internet Basics & Marketing Intro
- Lecture 2: Digital Marketing Planning
- Lecture 3: Websites & Web analytics
- Lecture 4: Web workshop
- Lecture 5: Online Advertising
- Lecture 6: Search Engine Marketing
- Lecture 7: Email & Mobile Marketing
- Lecture 8: Database Marketing & CRM
- Lecture 9: E-commerce & The Law
- Lecture 10: Assignment Workshop
Assessment
1,500 word assignment critically analysing the digital marketing strategy of a chosen organisation, using the SOSTAC planning framework.
Level 2
An advanced examination of e-tools with a focus on developing digital marketing campaigns and theory. There will be a greater practical element to this part of the programme as you will be developing your own campaigns and marketing strategies.
Entry Criteria: Completed Digital Marketing 1, basic understanding of HTML or Basic knowledge of marketing either through degree and/or professional experience.
Duration
Part Time Only: 10 weeks; one evening a week, 3 hours
Starting Date: 10th April
Learning Outcomes
Building on foundations from part one, students will conclude their study with experience in:
- Developing a digital marketing campaign
- Set-up of a basic website and monitoring reports
- Driving traffic to websites and choosing the optimal promotional mix
- Using Google Adwords and Google Analytics
- Online advertising options and payment methods
- Use of social networking sites and future trends
- Developing email campaigns
- Use of conversion rates and improving online conversion rates
Course Content
- Lecture 1: Recap Digital Marketing
- Lecture 2: Developing a Digital Marketing Campaign
- Lecture 3: Set up basic website
- Lecture 4: Web analytics & Google analytics
- Lecture 5: Social Networking sites & Online Advertising
- Lecture 6: SEM- Google Adwords, SEO
- Lecture 7: Email Marketing
- Lecture 8: Improving campaign responses
- Lecture 9: CRM systems
- Lecture 10: Assignment Workshop
Assessment
1,500 word assignment, setting up a digital marketing campaign.