Module 1: Introduction to Digital Marketing
To understand:
– The role of a Digital Marketeer within the organisation and its connection to broader objectives.
– The general principles of marketing
– Purpose of an effective Marketing Plan
Module 2: Marketing Content
To understand:
– The importance of generating effective content for multiple platforms
– How to create effective content for digital campaigns, including text and images
– Legal considerations and requirements
– How AI can assist in generating content
Module 3: Design Principles
To understand:
– How to create content and present it in appropriate ways
– Basic design principles enabling the creation of quality marketing assets, including colour, typography, and using templates.
– How to create effective marketing assets to work with outside creative agencies
Module 4: Website Development
To understand:
– The importance of an organisation’s website – content, advertising, information, etc
– How to create, edit, and manage websites. Including content management systems, analytics, and interactive features.
– Basic website features and tailor standard interactive features, such as enquiry forms.
Module 5: Social Media Marketing
To understand:
– Marketing via various social media platforms and effectively managing social media profiles.
– How to maintain a presence in your organisation
– How different social media platforms connect with different audience demographics.
Module 6: Video Marketing
To understand:
– How to capture, edit, and share video content for digital marketing campaigns.
– Basic photography principles, e.g., framing, lighting, sound.
– How to use tools to create animated content independently.
Module 7: Email Marketing and Automation
To understand:
– The importance of email as part of marketing
– How email campaigns work in relation to customer relationship management (CRM), and marketing automation tools.
– GDPR, image permissions, and data protection.
Module 8: Analytics and Reporting
To understand:
– How to track the impact of digital marketing campaigns and activities.
– How to set up and use Google Analytics to track and analyse marketing efforts – generating reports.
– Legal requirements of tracking end-users.
Module 9: Online Marketing
To understand:
– Search Engine Optimisation (SEO) and Conversion Rate Optimisation (CRO) tools for improving online presence.
– How to introduce and improve SEO and CRO on an organisation’s website.
Module 10: Advertising Campaigns
To understand:
– The principles of paid or funded digital marketing campaigns, including pay-per-click and social media ads.
– How to set up and manage ‘paid for’ digital campaigns.
– What to avoid when setting up ‘paid for’ digital marketing campaigns on behalf of the organisation.
Module 11: Influencer and Affiliate Marketing
To understand:
– The increase of using influencers and affiliate marketing for big brands to raise awareness of new products.
– How to work with influencers and setting up affiliate marketing campaigns.
– How to track and measure the impact of this type of marketing solution.
Module 12: Marketing Plans
To understand:
– How to apply their learning to create a comprehensive 12-month digital marketing plan.
– The top tips for creating a marketing plan.
– Review examples of marketing plans and identify what would work best for them and their organisation.
– Each module combines online content, live discussions, and practical work-based activities to ensure participants acquire theoretical knowledge and practical skills in digital marketing. By the end of the course, participants should have a well-rounded understanding of various digital marketing strategies and tools, enabling them to create and implement effective digital marketing campaigns for their organisations.