Diploma in Digital Marketing

Essentials of Digital Marketing – mandatory unit

Understand the key benefits of organisations undertaking digital marketing activities, and how they can be integrated with more traditional marketing.

• Learn about the key elements of digital campaigns including objective setting, budgeting and implementation
• Understand the digital communications mix and how digital media can be applied and measured.

Marketing Fundamentals– mandatory unit

This unit is ideal for learning the basics of marketing for the first time or it can be used as revision by more experienced professionals. If you have previous marketing experience or qualifications, you may be eligible for an exemption. The module covers:

• What is marketing?
• How do consumers buy and what influences affect this?
• How can internal and external environments affect our marketing plans?
• How to plan marketing activities

Digital Marketing Planning – mandatory unit

Learn how to plan digital marketing activities and how the developing technology affects potential customers and their needs.

• Explore the different stages to developing an effective digital marketing plan
• Understand how the different elements of the digital marketing mix can be applied
• Learn how to control and measure digital marketing plans

Digital Analytics – mandatory unit

Measuring digital marketing activities is one of the key challenges facing businesses today. Understand how digital marketing activities can be successfully monitored, measured, analysed and optimised to improve results and ROI.

• Investigate core web metrics that can be used to evaluate website performance
• Understand a range of quantitative and qualitative indicators and reports that can be used to evaluate an online presence
• Understand the importance of adopting a testing strategy

Online Customer Experience – mandatory unit

The customer should be at the heart of everything a marketer does. Understand the importance of digital customer experience and explore how this can affect the relationship between an organisation and customer. This module covers:

• How does the digital customer experience differ from the offline?
• Learn how to map the customer journey
• Understand the principles of user centre design
• Monitor and measure online customer experience
• Test and improve your customer experience

Social Media Marketing – elective unit

Understand and explore the hype behind social media and how your organisation can use social media to its advantage. Learn how you can effectively communicate with your customers through social media.

• Understand the value of social media to organisations and channels available

• Understand how organisations can engage with users through social media channels
• Know how social media campaigns can be planned and executed
• Understand the metrics and tools that can be used to measure the effectiveness of social media activities

Search Engine Marketing – elective unit

With the majority of product research starting with a search engine, understanding search engine marketing/techniques is now critical for marketers. Learn about the key differences between paid and optimised search and how to develop effective search campaigns .

• What are the key success factors for Search Engine Optimisation?
• Understand keyword research for search engines
• Explore the key stages in paid search campaigns
• Understand the metrics and tools used to measure SEO and paid search performance

Digital Advertising – elective unit

With more customers using digital channels, digital advertising is a must to get your brand message in front of your target audience. Learn about the different digital advertising techniques and how they can help organisations achieve their digital marketing objectives.

• Learn about the different types of digital advertising and the most appropriate for organisations
• Understand the technology and platforms used in digital advertising
• Learn how to write and schedule a digital media plan
• Understand the most appropriate methods for measuring a digital advertising campaign

Content Marketing – elective unit

Consumers are receiving more advertising messages than ever before. Content marketing provides brands with the ability to build relationships with customers and avoid less effective ‘hard sell’ tactics. Learn how content marketing can be used to effectively communicate with customers through a variety of digital channels and how this can help organisations achieve their digital marketing goals.

• Understand the different types of content that organisations can use.
• Understand the role of content marketing through the customer journey
• Learn how to successfully create appropriate content and distribute effectively
• Learn how to measure the success of content marketing activities

Email Marketing – elective unit

Email marketing is one of the oldest forms of digital marketing, yet it still continues to be an important communication tool for organisations. Understand how organisations can utilise email marketing to successfully communicate with customers and prospects activities.

• Know the key stages to building a successful email marketing campaign
• Understand how to build and segment databases
• Understand the critical success factors for email marketing
• Understand how to effectively measure email marketing campaign performance

Study Options

Online Distance Learning