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During your qualification in digital marketing, you will learn to:

  • Understand the roles and benefits of each digital marketing channel, and how they combine to deliver a successful integrated campaign
  • Research, plan, implement, test and measure digital marketing campaigns
  • Confidently plan an integrated marketing strategy for both B2C and B2B marketing 
  • Brief and evaluate the work of external suppliers
  • Identify and analyse critical success factors for digital marketing 

Course availability 

start study mode location member non-member exam fee
Online Online £595.00 £595.00 £0.00
more info
book until 31 Jul 2017
Online Online £595.00 £595.00 £0.00
more info
book until 31 Aug 2017
Online Online £595.00 £595.00 £0.00
more info
book until 30 Sep 2017

NB: Prices above subject to VAT.

Course information

syllabus

This qualification is made up of nine modules. You will also be required to complete one online assessment.

Module 1: Overview of digital marketing

  • The origins of digital marketing, and how it has evolved in response to economic, commercial and technological change
  • The principal digital channels available to marketers, and how they are used today
  • The role of digital marketing and the Online Value Proposition (OVP)

Module 2: Digital marketing channels – outbound

  • The difference between inbound and outbound marketing channels
  • Maximising reach with outbound
  • An understanding of the key digital channels; cold email, display advertising, paid search, affiliate marketing and social advertising

Module 3: Digital marketing channels – inbound

  • How to prioritise your inbound channels
  • Maximising engagement with inbound channels
  • An understanding of the key inbound channels; blogs, podcasts, social media, content marketing and natural search

Module 4: The role of the website

  • What is User-Centred Design (UCD)?
  • Key website design principles and guidelines
  • Key website metrics

Module 5: The role of data in digital marketing

  • Identify what data you need
  • Recognise the different types of data (internal and external)
  • Understanding and using profiling
  • Targeting through the use of segmentation and personas

Module 6: Digital marketing planning

  • Understanding the key stages of developing a digital marketing plan
  • Setting SMART objectives
  • Digital campaign management and evaluation

Module 7: Testing in digital

  • Understanding what elements of a campaign can be tested
  • Understanding the basic statistics of testing
  • Developing a test programme for your digital marketing campaign

Module 8: Digital creative

  • Understanding the importance of a good digital creative brief
  • How to write a good digital creative brief
  • Understanding how to evaluate digital creative work

Module 9: Data protection, permission and regulation (relating to digital marketing)

  • How legal frameworks affect digital marketing practice
  • Data protection and privacy legislation (including PECR and GDPR)
  • ASA codes and preference services
study mode
Online

Enjoy the flexibility of devising your own personalised study routine with your programme deadlines via a stream of online content run over 12 months. You will receive email support and 24/7 access to course materials. For more information call 020 8614 0277

The competition enabled us to work on a direct and digital marketing campaign project from concept to pitch and then present to the actual client, which was a great experience. Each of the teams had really strong campaign ideas; we’re over the moon that we...

Danielle Brown,
Newcastle Business School University of Northumbria

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