Digital Marketing Certificate

• Marketers who have some experience in digital but want to grow their confidence
• Those who may have only one perspective of digital, or be a specialist in one area of digital, and want to broaden their skill base
• Those marketing and advertising professionals who are new to digital and keen to learn how to leverage digital across a broad spectrum of channels
• Those who are interested in seeing how digital is approached from both a client and agency perspective.

• Understand the scope of digital marketing and how it integrates with overall business and marketing strategy
• How to assess various digital channels and understand which are most suitable to an idea or solution
• Understand the fundamentals of a digital marketing campaign, and be able to apply it to achieve your business objectives.

• How the online marketing landscape is changing
• Understanding consumer behavior and translating that into good customer experience

2.       Fundamentals – Content

• Content strategy, planning, creation and designing for the brand
• Channel constraints and video content

3.       Fundamentals – Data

• What is big data and how can we use it?
• Metrics, measurement and evaluation

4.       Tools – Owned media: Website

• Website development and responsive design
• Designing for usability, function and effectiveness

5.       Tools – Owned media: Mobile and email

• Mobile sites and apps
• Email strategy, designing for response, data management and The Spam Act

6.       Tools – Owned and earned: Social

• Social platforms and an overview of how they are used
• Social as an earned medium
• Social media monitoring and community management

7.       Tools – Paid media

• The paid media landscape, targeting, data and technology
• Networks, affiliates, email lists and digital out-of-home
• Paid search – how it works and search for mobile

8.       Applications – Managing digital marketing

• Managing digital projects
• Budgets, dashboards and templates

9.       Applications – Campaign planning

• Planning campaigns for awareness/branding, acquisition and retention

10.   Applications – Optimization and emerging trends

• Testing – A/B and multivariate and optimization
• Emerging media, technology and trends

Assessment criteria

Your final grade on this marketing certificate course is made up of four elements:

• An individual assignment in which you will be required to critique a campaign of your choice
• A group assignment focusing on a case study (from a choice of five covering different market sectors)
• An exam – two hours, closed book
• Course participation of which there are three components: Class attendance; participation in class exercises and discussions; completion of pre-class preparation and post-class exercises