Module 1: Market Research

• Understand the importance of market research
• Conduct strategic market research
• Understand your audience and target market
• Apply behavioural economic insights to your DM strategy

Module 2: Digital Marketing Strategy

• Craft a digital marketing strategy
• Choose the right tactics to implement that strategy
• Determine your target audience
• Plan an effective digital marketing campaign

Module 3: How SEO Affects Your Digital Marketing Strategy

• Understand the complexities of SEO, and how to achieve high rankings for your website
• Know what’s required for websites to maximise search engine visibility
• Choose the right metrics for measuring your SEO initiatives
• Appreciate the importance of optimised content to ensure visibility

Module 4: The Importance of UX for your Digital Marketing Strategy

• Understand why designing with the user in mind is critical to your business and digital marketing campaigns
• Oversee the development of user-friendly digital assets, leading to improved conversions and brand affinity
• Manage the design of digital experiences that make customers more likely to reach positively to your brand, and increase efficiency and positive outcomes

Module 5: Tracking & Analytics

• Understand the importance of tracking for campaign optimisation
• Select appropriate metrics and benchmarks
• Use analytics tools to track website and campaign performance
• Manage and monitor content produced
• Generate data reports that underpin optimisation and strategic decisions

Module 6: Optimising your Campaigns 

• • Understand why optimisation is integral to your campaigns
  • Conduct effective campaign testing
  • Manage your bids to maximise your ad campaign budgets
  • Optimise your digital content
  • Optimise your website’s performance
  • Optimise the performance of different types of ad campaigns
  • Optimise social media platforms for the best performance

Module 1: Search Advertising 

• Set up accounts and use paid search products
• Understand how quality score and ad rank affect ad position
• Select appropriate keywords for your campaign
• Target your campaigns to the audiences’ position in the purchase funnel

Module 2: Display Advertising 

• Explain what display advertising is
• Describe and perform programmatic buying
• Use your media strategy to inform your campaign plan
• Target your ads to ensure maximum response
• Execute your creative

Module 3: Social Media Advertising 

• Create a social media ad that suits your audience, your objectives, and your brand
• Use best practices for a number of platforms to create ads that resonate
• Optimise your social media ads

Module 1: Content Marketing & Value 

• Explain why content marketing is an important marketing avenue for your business
• Define your brand specifically enough to help guide your content development
• Understand your target audience well enough to guide what content you create
• Start to implement content marketing

Module 2: Content Planning 

• Create an effective content creation and distribution plan to ensure you’re distributing your content in the right places, at the right time
• Conduct a content audit to see where your business and its content stands
• Capitalise on a series of powerful online and offline channels to spread your content

Module 3: Creating Content 

• • Understand how brand content is planned and created
  • Use digital copywriting techniques and persuasive language
  • Create content for social media
  • Create blogs, podcasts, and videos

Module 1: Digital PR, CRM & Crisis Management 

• • Create a community management strategy
  • Conduct reputation and crisis management strategies
  • Set up social media for customer service

Weekly assignments build on each other (scaffold). Together with the final research project, the outcome will be a new set of skills and the know-how to implement immediately.