What You Will Learn

Course Content V10, New for 2024! 

Full course outline and details here. 

• Module 1: Digital Marketing in the Era of AI

  This module opens by explaining the core concepts, principles, and purpose of digital marketing in an era when machine learning algorithms, large language models, and AI-powered tools are disrupting and transforming how businesses operate. It introduces digital media and digital marketing channels, and it explores how AI technology and tools are impacting on the roles and  responsibilities of digital marketers today.

  You will uncover audience and industry insights from digital research, and how to connect effectively with customers and target audience with a 360 digital marketing campaign.

• Module 2: Content Marketing

  This module explores the knowledge and skills required to plan and execute a content marketing strategy in a persona-oriented, data-driven way. You will be able to connect content to the Buyer’s Journey and understand how to engage your audience in a meaningful way. It 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 for measuring the success of a content marketing campaign and how AI technologies can be used to enhance content  marketing performance.

• Module 3: 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.

• Module 4: SEO – Search Engine Optimization

  This module begins with the fundamentals of SEO and how search engines and SERPs (search engine results pages) work. It outlines different types of search queries, the role keywords play, and the purpose of keyword research.

  Next, it explains the difference between short-tail and long-tail keywords and recommends best practices for implementing SEO keyword research. It addresses how to boost a website’s organic search ranking using the three pillars of SEO: technical, on-page, and off-page optimization. It also covers the benefits and advantages associated with using free and paid SEO tools and the growing impact of AI technologies and tools on the tasks and activities associated with SEO. Finally, it explains how and why to track keyword rankings, organic traffic, and website conversions to measure SEO performance. 

• Module 5: Paid Search (PPC) and Display Advertising

  This module focuses on two key domains within digital marketing: paid search (also known as payper-click (PPC) advertising) and display and video advertising. Paid search strategies are focused on capturing consumers who are actively seeking information, products, or services. Display and video advertising strategies are broader, focused on finding an audience, raising brand awareness, and generating interest in a brand, product, or service. PPC and display and video advertising strategies serve different purposes and offer distinctly different benefits to digital marketers. However, while these strategies can be used independently, they are complementary in nature and can also be used together in a more comprehensive digital marketing strategy.

  The module begins with the fundamental principles of paid search and the role of search engines and keywords in a paid search campaign. It introduces Google Ads, a widely used digital marketing platform for paid advertising, and examines how to optimize a PPC campaign by focusing on budgeting, bidding strategies, and writing effective PPC ads.   

  Next, the module covers display and video advertising with a particular focus on the Google Display Network (GDN), which enables advertisers to serve YouTube and display ads to an audience using Google Ads.

  Display and video ad formats are introduced including new and emerging generative AI features and new AI-powered campaign types, such as Performance Max in Google Ads. Audience and content targeting options for demand generation and remarketing techniques on the GDN are also covered. Finally, the module concludes by examining how to manage an advertising budget using Google Ads and how to measure and optimize PPC, display, and video campaigns. 

• Module 6: Email Marketing

  This module begins with the fundamentals of email marketing, including the central role of data collection and email regulations. It then introduces key email marketing tools and techniques, before exploring how automation can streamline your email marketing campaign. It demonstrates how you can optimize email components such as the subject, copy, imagery, and layout.

  It then covers key topics around email campaign creation and how you can overcome campaign delivery challenges. Finally, it covers how you can use metrics, tactics, and best practices to test and optimize your email campaign. 

• Module 7: Professional Skills for Digital Marketers

  This module opens by explaining how project management techniques are used to manage marketing campaigns and to achieve project success. It explores how applying agile thinking and developing an agile mindset can increase innovation and efficiency when undertaking digital marketing tasks and assignments.

  Next, it explores techniques to generate new ideas and to help remove barriers to creativity. It examines techniques to improve problem-solving and to develop and hone strategic thinking skills. It also covers tactics and strategies to manage time more effectively to achieve personal and business objectives, and then concludes with tips and techniques to help improve communication and persuasion skills in the workplace.

• Module 8: Website Optimization

  This module introduces key concepts and best practices underpinning effective website design and the structure and organization of the types of websites you typically encounter online, including ecommerce, lead generation, and portfolio (or brochure) websites. It covers the role that marketers and the Buyer’s Journey play when planning a website and it will enable you to build and publish a simple, well-designed, and optimized website that is aligned to an organization’s specific business goals.

  In this module, you will examine the principles of UX and user-centered design to help develop a consistent, responsive, usable, and frictionless online experience across device types.

  Then you will dive deeper into the specific considerations, tactics, and best practices for developing an effective ecommerce website or app. The module concludes by focusing on the metrics you can use to capture, track, and measure website activity, and the tactics and techniques used to evaluate and optimize the performance of a website.

• Module 9: Analytics with Google Analytics 4 (GA4)

  This module begins with the fundamentals of digital marketing analytics. It also examines 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.

  You will learn how to set up and configure Google Analytics 4 (GA4), the latest version of Google’s web analytics platform with AI-enhanced features, and install GA4 tracking code to link it to your website. The module covers setting website goals to analyze performance and analyze customer conversion journeys. It also provides comprehensive detail on how to use GA4 reports and features to monitor and analyze digital campaigns.

• Module 10: Digital Marketing Strategy

  This module identifies the core components of an effective digital marketing strategy, and it 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.