Course Methodology

This course uses the official Digital Marketing Institute (DMI) portfolio of training materials, including interactive presentations, videos, live practice exercises, and group activities.

Course Objectives

By the end of the course, participants will be able to:

• Understand Digital Marketing fundamentals and channels
• Know how to develop marketing content and analyse campaign results
• Demonstrate social media channel algorithms, how they work, and create and manage ads
• Apply Search Engine Optimization techniques on and off page
• Utilise Google Ads Search network, Google Display Network and YouTube Ads
• Understand how to apply digital reports, results, Ad sets and overall Ad performance in order to optimise the marketing function
• Apply and design a Digital Marketing strategy framework.  

Target Audience

This course is suitable for anyone seeking to gain a leading and recognisable qualification in Digital Marketing. This includes, but is not limited to; marketing professionals, brand managers, social media managers and specialists, sales managers and associates, Digital Marketing professionals, and media and communication specialists.

Target Competencies

• Digital Marketing channel integration
• SEO
• Google Ads Platform
• Content creation
• Digital Marketing strategy

Digital Marketing Introduction

• Principles of Digital Marketing
• Digital research
• Developing objectives
• Cultural research
• Connecting with the customer

Content Development

• Content marketing concepts and strategy
• Developing a content marketing plan
• Publishing and distributing content
• Using content research to find opportunities
• Creating and curating content
• Metrics and performance
• Establishing content intent

Social Media Marketing

• Key social platforms for digital marketing
• Growing and engaging an audience
• Developing data-driven audience and campaign insights
• Setting up a social media experience for a business
• Creating and optimising social media campaigns
• Live-online practicing on social media advertising

Search Engine Optimisation (SEO)

• SEO fundamentals
• Keywords and SEO content plan
• Measuring SEO performance
• Aligning SEO and business objectives
• Optimising organic search rankings

Google Paid Search and Google Video – YouTube

• Fundamentals of paid search
• Search campaign management
• Paid search campaign measurement
• Paid search campaign creation with Google Ads
• Fundamentals of display and video advertising
• Google display network and video ad formats
• Creating and managing a YouTube channel
• Creating display and video campaigns
• Targeting display and video campaigns
• Measurement and optimisation
• Reporting on display campaign

Email Marketing

• Email marketing fundamentals
• Email design
• Testing and optimising an email campaign
• Tools and strategy
• Creating an effective email campaign
• Marketing automation

Website Optimisation

• Web design and website optimisation
• Design principles and website copy
• Publishing a basic website
• User-centred design and website optimisation
• Website metrics and developing insight

Analytics – Google Analytics

• Web analytics fundamentals
• Creating and configuring a Google Analytics account
• Monitoring campaigns with Google Analytics reports
• Setting goals with Google Analytics
• Analysing and recording Google Analytics data
• Using Google Analytics 4

Design Strategy 

• Digital strategy fundamentals
• Setting strategy objectives and KPIs
• Digital strategy research
• Developing a creative strategy
• Executing a Digital Marketing strategy
• Communicating a Digital Marketing strategy
• Forecasting performance