This series of short courses used a Project-Based Learning approach. This course will help students to understand the main principles of digital marketing and social media management. Students will work on real projects for real businesses.

What will you learn?

By earning this Certificate of Course completion, you will be able to:

• Increase your website’s visibility through Search Engine Optimization (SEO)
• Drive qualified traffic to your website through Pay-Per-Click (PPC) advertising
• Execute digital display campaigns
• Capture, segment and manage subscribers to plan and execute a successful email
marketing campaign
• Use suitable social media channels to grow and engage an audience
• Measure and optimize 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

Program Modules

Becoming a Certifed Digital Marketing Strategy Professional will ensure you are equipped with the tools and skills needed to create a cohesive, effective digital marketing strategy for your own or any business.

There are ten modules in this program that provide in-depth coverage of all of the key
disciplines required for best practice digital marketing, which includes:

1. Introduction to Digital Marketing
2. Content Marketing
3. Social Media Marketing
4. Search Engine Optimization (SEO)
5. Paid Search (PPC) Using Google Ads
6. Display and Video Advertising
7. Email Marketing
8. Website Optimization
9. Analytics Using Google Analytics
10. Digital Marketing Strategy

Introduction to Digital Marketing

This module introduces the core principles and purpose of digital marketing. It will enable you to develop clear and actionable business objectives for a digital marketing plan, gain audience and industry insight by conducting digital research, and to prepare the foundations for a fully integrated 360 campaign by connecting effectively with your
customers and targets.
Through this module, you will be able to differentiate between inbound and outbound marketing strategies and distinguish between examples of digital media. It will also explore the difference between traditional and digital
marketing helping you realize the benefits of using them in combination.

At the end of the module, you will know how to develop clear and actionable objectives for a digital marketing plan using SMART objectives and use digital research and social listening to gain insights into your competitors, audience, and industry.

Topics covered include:

Principles of Digital Marketing
• Inbound and Outbound Strategies
• Digital Media Examples
• Traditional vs. Digital Marketing
• Principles of DMI’s 3i Methodology
• Digital Channels

Developing Objectives
• SMART Objectives

Digital Research
• Audience Research
• Social Listening Platforms
• Social Listening and Audience Research Tools

Cultural Research
• Competitive Research Platforms and Tools
• Industry Trend Research
• Digital Research

Connecting with the Customer
• The Buyer’s Journey
• Five Marketing Functions
• 360 Digital Marketing Campaign
• Marketing Functions and Buyer Journey Stages
• Digital Marketing Concepts, Principles, Procedures and Tools


Content Marketing

This module introduces you to the key principles of content marketing to enable you to align content effectively with the buyer journey. You will explore the knowledge and skills required to plan and execute a content marketing strategy in a persona-oriented, data-driven way.
It also covers content creation and curation, along with how to extend its value using scheduling tools and promotion methods.
The Content Marketing module concludes by examining the key metrics and tools for measuring the performance of a content marketing strategy.

Topics covered include:

Content Marketing Concepts and Strategy
• Benefits of Content Marketing
• Qualities of Effective Content
• Types of Content
• Content Alignment with the Buyer’s Journey
• Community Management
• Content Marketing Strategy

Using Content Research to Find Opportunities
• Website Hosting Options
• Social Listening
• Competitor Content Analysis
• Content Audit

Developing a Content Marketing Plan
• Content Marketing Goals
• Content/Business Goal Alignment
• Customer Personas
• Content Topics
• Content Calendar
• Content Management Systems

Creating and Curating Content
• Content Stakeholders
• Content Types and Formats
• Content Tools
• Content Creation and Curation
• Content Creation Best Practice
• Brand Components
• Content Personalization

Publishing and Distributing Content
• Content Platforms
• Benefits and Challenges of Content Seeding
• Content Scheduling Techniques and Tools
• Content Promotion Strategies

Metrics and Performance
• Content Marketing ROI
• Content Marketing Metrics
• Metrics and Content Marketing Strategy


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