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.