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 digital marketing campaign by connecting effectively with your customers and targets.

This module covers following Lessons:

  1. Principles of Digital Marketing
    Lesson Goal: To identify the core principles and purpose of digital marketing
  2. Developing Marketing Objective
    Lesson Goal: To develop clear and actionable objectives for a digital marketing plan
  3. Digital Research
    Lesson Goal: To use digital research and social listening to gain insights into your competitors, audience and your industry
  4. Connecting with the Customer
    Lesson Goal: To use the buyer's journey to understand how to engage an audience effectively with 360 digital channels and content

Content Marketing

This module begins by introducing the fundamental principles of content marketing to enable you to align content effectively with the Buyer’s Journey. It explores 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, content curation, and how to extend the value of content using scheduling tools and promotion methods. The module concludes by examining the key metrics and tools for measuring the performance of a content marketing strategy.

This module covers following lessons:

  1. Content Marketing Concepts and Strategy
    Lesson Goal: To understand the fundamentals of content marketing and use content effectively at each stage of a digital marketing strategy
  2. Using Content Research to Find Opportunities
    Lesson Goal: To understand how to use the research phase of a content marketing strategy to assess the performance of your content and to identify risks and opportunities
  3. Developing a Content Marketing Plan
    Lesson Goal: To initiate a content marketing strategy by establishing goals, tailoring topics to target personas and using content calendars to establish effective workflows
  4. Creating and Curating Content
    Lesson Goal: To create and curate compelling content using tools and techniques including content personalization and brand storytelling
  5. Publishing and Distributing Content
    Lesson Goal: To extend the value of content by repurposing and use scheduling tools and promotion methods to distribute content
  6. Metrics and Content Marketing Performance
    Lesson Goal: To measure content marketing return-on-investment by analyzing key metrics

Social Media Marketing

This module introduces the key social media platforms for digital marketing and demonstrates how to set up a social media experience for a business. It explains the techniques and best practices for growing and engaging a social media audience and demonstrates how to create effective paid advertising campaigns on the key social platforms. It also covers how to extract and report on data from the platforms’ native analytics tools to derive deeper audience and campaign insights.

This module covers following lessons:

  1. Key Social Platforms for Digital Marketing
    Lesson Goal: To identify the benefits of social media marketing and differentiate between the most influential social media platforms and their advantages for a digital marketer
  2. Setting up a Social Media Experience for a Business
    Lesson Goal: To set up a social media account for a business on key social media platforms
  3. Growing and Engaging an Audience Using Social Media
    Lesson Goal: To build, manage, and sustain an active community on social media platforms
  4. Creating and Optimizing Social Media Campaigns
    Lesson Goal: To create paid advertising campaigns on key social media platforms using a range of advanced tools and features
  5. Developing Data-Driven Audience and Campaign Insights Using Social Media Tools
    Lesson Goal: To extract and report on data from social media platform analytics tools and utilize it to inform future campaign objectives

SEO (Search Engine Optimization)

This module begins with the fundamentals of SEO and how search engines work. It explains why it is vital to align SEO objectives with overarching business objectives and how to use keyword and competitor research to build an SEO content plan that brings the right kind of visitors to a website. It also covers how to boost online conversions to help stand out in today’s fiercely competitive online marketplace and ensure the best possible ROI.

This module covers following lessons:

  1. SEO Fundamentals
    Lesson Goal: To understand the fundamentals of SEO and how it differs from Paid Search
  2. Aligning SEO and Business Objectives
    Lesson Goal: To set business, SEO, and website objectives to drive website traffic, build awareness, and generate leads
  3. Keywords and Building an SEO Content Plan
    Lesson Goal: To build an SEO content plan based on strategic keyword and competitive research
  4. Optimizing Organic Search Ranking
    Lesson Goal: To boost a website’s organic search ranking using on-page, off-page and technical elements
  5. Measuring SEO Performance
    Lesson Goal: To measure the success of overall SEO efforts

Paid Search (PPC) with Google Ads

This module begins with the fundamentals of paid search and demonstrates how to implement and manage paid search campaigns using Google Ads. It explains the key concepts underpinning bid auctions, how to manage paid advertising budgets, and how to optimize paid search campaigns. It also covers conversion tracking and how to measure and report on the performance of paid search campaigns using Google Analytics and Google Search Console.

This modules covers following lessons:

  1. Fundamentals of Paid Search
    Lesson Goal: To understand the fundamentals of paid search and how it differs from organic search
  2. Creating a Paid Search Campaign with Google Ads
    Lesson Goal: To launch a successful paid search campaign with Google Ads
  3. Managing a Paid Search Campaign
    Lesson Goal: To manage and optimize a paid search campaign
  4. Measuring Paid Search Campaigns
    Lesson Goal: To measure the effectiveness of paid search campaigns using Google Analytics and Google Search Console

Display and Video Advertising

This module begins with the fundamentals or Display and Video advertising and demonstrates how to set up and manage a YouTube channel. It covers the ad formats available with the Google Display Network and YouTube and shows how to set up and manage Display and Video campaigns. It also explains how to apply audience and contextual targeting, exclusions, remarketing, and bid adjustments to target Display and Video ads at the right audience. The module concludes by identifying the key metrics and tools to use to analyze and optimize the effectiveness of Display and Video campaigns.

This module covers following lessons:

  1. Fundamentals of Display and Video Advertising
    Lesson Goal: To understand the fundamental concepts of Display and Video advertising and its role in an advertiser’s marketing strategy
  2. Creating and Managing a YouTube Channel
    Lesson Goal: To create a YouTube channel and manage video content
  3. Google Display Network and Video Ad Formats
    Lesson Goal: To identify ad formats available on the Google Display Network and YouTube
  4. Creating Display and Video Campaigns
    Lesson Goal: To create Display and Video campaigns using Google Ads
  5. Targeting Display and Video Campaigns
    Lesson Goal: To find the right audience with Display and Video campaigns using audience and contextual targeting, exclusions, remarketing, and bid adjustments
  6. Measuring and Optimizing Display and Video Campaigns
    Lesson Goal: To optimize Display and Video campaigns using key metrics and tools and to measure the results

Email Marketing

This module begins with the fundamentals of email marketing and how the concepts of segmentation, personalization, timing, and engagement and the legislation and regulations surrounding data protection underpin an effective email marketing strategy. The module introduces key email marketing tools and techniques and explores subscriber list and email design best practices. It covers how to create, test, and optimize an email campaign that maximizes email open and click rates and provides an overview of the value provided by marketing automation tools.

This module covers following lessons

  1. Email Marketing Fundamentals
    Lesson Goal: To understand the fundamental concepts associated with email marketing and the key legislation and regulations surrounding email permissions and data protection
  2. Email Marketing Tools and Strategy
    Lesson Goal: To recognize the benefits of using an Email Service Provider (ESP) and the best practices for building an effective email subscriber list and to understand the core principles that underpin an effective email marketing strategy
  3. Email Design
    Lesson Goal: To design balanced and effetive emails to deliver a message that generates leads, retains customers and inspires evangelists
  4. Creating an Effective Email Campaign
    Lesson Goal: To use best practice for creating and delivering an email campaign that maximizes email open and click rates
  5. Testing and Optimizing an Email Campaign
    Lesson Goal: To use email tests, metrics, statistics, and best practices to report on and optimize an email marketing campaign
  6. Marketing Automation Overview
    Lesson Goal: To overview the value provided by marketing automation tool

Website Optimization

This module introduces key concepts underpinning effective website design and the purpose of website optimization. It will enable you to build and publish a simple, well-designed, and optimized website using WordPress that is aligned to specified business goals. The module also covers how to use metrics to capture, track, and measure website activity to develop deeper insights.

This module covers following lessons:

  1. Web Design and Website Optimization
    Lesson Goal: To recognize the key components of effective web design and the importance of website optimization for a digital marketing strategy
  2. Publishing a Basic Website
    Lesson Goal: To choose a website hosting option and design, build, and publish a basic website using WordPress
  3. Design Principles and Website Copy
    Lesson Goal: To identify the principles of good web design and to attract potential customers using effective website content and copy
  4. User-Centered Design and Website Optimization
    Lesson Goal: To optimize website performance and usability using user-centered design principles and processes
  5. Website Metrics and Developing Insight
    Lesson Goal: To recognize how to use a website for insight, tracking, measurement and data capture

Analytics with Google Analytics

This module begins with the fundamentals of web analytics and the associated legal responsibilities and best practices concerning data collection, consent, and privacy that enable a digital marketer to draw actionable conclusions from website or marketing channel data. It demonstrates how to set up and configure Google Analytics and install Google Analytics tracking code to glean insights about the website’s traffic and audience. It covers setting campaign goals to analyze performance and analyze customer conversion journeys. It also provides comprehensive detail on how to use Google Analytics reports and features to monitor and analyze digital campaigns.

This module covers following lessons:

  1. Web Analytics Fundamentals
    Lesson Goal: To understand the fundamentals of web analytics and the associated legal responsibilities and best practice concerning data collection, explicit consent, and privacy
  2. Creating and Configuring a Google Analytics Account
    Lesson Goal: To set up and configure a Google Analytics account and install Google Analytics tracking code
  3. Setting Goals with Google Analytics
    Lesson Goal: To set goals to analyze digital campaign performance and analyze the customer conversion journey using Google Analytics
  4. Monitoring Campaigns with Google Analytics Reports
    Lesson Goal: To monitor digital marketing campaigns and derive insights to optimize campaign performance using Google Analytics reports
  5. Analyzing and Recording Google Analytics Data
    Lesson Goal: To track live data and use Google Analytics custom reporting features to record and analyze campaign data

Digital Marketing Strategy

This module identifies the core components of an effective digital marketing strategy and explains how to develop an effective budget plan and measure the ROI for digital activities. It covers how to set clear and actionable objectives and measurable KPIs as well as the key research activities to undertake to guide channel selection and messaging. It also explains how to develop a creative strategy based on campaign research to engage an audience and deliver on campaign goals. The module concludes by explaining how to execute a digital marketing strategy supported by a channel plan, a paid media plan, a campaign action plan, and succinct strategy documentation.

This module covers the following lessons

  1. Digital Strategy Fundamentals
    Lesson Goal: To understand the core components of a digital marketing strategy and the benefits of using a strategic approach when developing digital campaigns
  2. Setting Strategy Objectives and KPIs
    Lesson Goal: To set objectives to establish clear and measurable KPIs
  3. Digital Strategy Research
    Lesson Goal: To recognize the insights from key research activities to help guide channel choice, messaging, personas, and priorities and inform budget allocation when developing a digital marketing strategy
  4. Executing a Digital Marketing Strategy
    Lesson Goal: To understand how to select an optimal channel and budget mix supported by a paid media plan and campaign action plan to execute a digital marketing strategy
  5. Communicating a Digital Marketing Strategy
    Lesson Goal: To use best practice for communicating a digital marketing strategy to stakeholders