Digital Marketing Certificate

Digital Marketing Certificate

Course Objectives:

• Understand Digital Marketing fundamentals and channels
• Know how to develop marketing content and analyses 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 optimize the marketing function
• Apply and design a Digital Marketing strategy framework.  

Course outline:

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 optimizing social media campaigns
• Live-online practicing on social media advertising

Search Engine Optimization (SEO)

• SEO fundamentals
• Keywords and SEO content plan
• Measuring SEO performance
• Aligning SEO and business objectives
• Optimizing 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 optimization
• Reporting on display campaign

Email Marketing

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

Website Optimization

• Web design and website optimization
• Design principles and website copy
• Publishing a basic website
• User-centered design and website optimization
• 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
• Analyzing 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.