MODULE 1

Introduction to Digital Marketing

This module introduces the core principles and purpose of digital marketing. It will enable you to develop clear and actionable business objectives for a digital marketing plan, gain audience and industry insight.

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Lecturer: Phillipe Polman

​Topics:

• Principles of Digital Marketing

• Developing Objectives

• Digital Research

• Cultural Research

• Connecting with the Customer

MODULE 2

Content Marketing

The Content Marketing module will enable you to develop the knowledge and skills to plan and execute a content marketing strategy in a persona-orientated, data-driven way informed by your business objectives, aligned with a buyer journey and fits an overall marketing strategy. 

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Lecturer: Sean Earley

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​Topics:

• Concepts & Strategy

• Using Content Research

• Content Marketing Plans

• Creating & Curating Content

• Publishing & Distributing Content

• Metrics & Performance

MODULE 3

Social Media Marketing

The Social Media module introduces the key platforms for digital marketing and demonstrates how to set up a social media experience for a business. Through this module, you will learn how to apply social media concepts and best practices to both organic and paid marketing activities. This will teach you to run campaigns that yield a positive ROI across a variety of platforms. 

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Lecturer: Kirsten Shine

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​Topics:

• Key Social Platforms

• Setting up a Social Media Experience

• Growing & Engaging an Audience

• Social Media Campaigns

• Data-Driven Audience & Campaign Insights

MODULE 4

SEO (Search Engine Optimization)

The SEO module will enable you to build an organic search marketing strategy that brings the right kind of visitors to your website. You will learn how to boost conversions, stand out against competitors and ensure the best possible ROI. 

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Lecturer: Joe Williams

​Topics:

• SEO Fundamentals

• SEO & Business Objectives

• Keywords

• SEO Content Plan

• Search Ranking

• SEO Performance

MODULE 5

Paid Search (PPC) with Google Ads

This module will help you understand the fundamentals of Paid Search, how it differs from organic search methods and the key benefits of both. You will understand the key concepts underpinning bid auctions, how to manage paid advertising budgets, and how to optimize paid search campaigns

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Lecturer: Cathal Melinn

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​Topics:

• Fundamentals of Paid Search

• Google Ads

• Search Campaign Management

• Search Campaign Measurement

MODULE 6

Display & Video Advertising

The Display and Video Advertising module will equip you with the technical understanding and skills to build and maintain an effective display and video advertising strategy. You will also learn how to apply targeting, re-marketing and a bidding strategy to your campaigns before analyzing their effectiveness by pulling reports detailing the most important metrics available. 

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Lecturer: Lisa Dunn

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​Topics:

• Fundamentals of Display & Video Advertising

• YouTube

• Google Display Network

• Ad Formats

• Video Campaigns

• Measurement and Optimization

MODULE 7

Email Marketing

The Email Marketing module will teach you the fundamentals of email marketing and how the concepts of segmentation, personalization, timing, and engagement along with the legislation and regulations surrounding data protection underpin an effective email marketing strategy.

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Lecturer: Andrea Francis

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​Topics:

• Email Marketing Fundamentals

• Tools and Strategy

• Email Design

• Email Campaigns

• Testing and Optimizing

• Marketing Automation

MODULE 8

Website Optimization

The Website Optimization module will explore how to build and publish a well-designed, high-performing and optimized website that is aligned to your business goals. You will be guided through the key components of web design to design, create and publish an effective website based on your business objectives. This module will also help you to understand how to use your website for insight, tracking, measurement and data capture using various metrics and tools. 

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Lecturer: Kelsey Jones

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​Topics:

• Web Design and Website Optimization

• Websites Design Principles & Website Copy

• User-Centered Design

• Website Optimization

• Website Metrics

MODULE 9

Analytics with Google Analytics

This module will teach you the fundamentals of web analytics and the associated legal responsibilities and best practices concerning data collection, consent and privacy. You will be able to draw actionable conclusions from data and gain insight into traffic and audiences. With this, you will be able to set goals for a business website and know how analytical tools can measure these goals. By the end of this module, you will be able to conduct analysis and iteration of campaigns by tracking and assessing conversions, reporting technical performance and reviewing KPIs. 

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Lecturer: Bryan Kam

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​Topics:

• Web Analytics Fundamentals

• Configuring a Google Analytics Account

• Setting Goals

• Monitoring Campaigns

• Analyzing & Recording Data

MODULE 10

Digital Marketing Strategy

The Digital Marketing Strategy module sets out the core components of an effective strategy, enabling you to set objectives for clear and measurable KPIs and prepare a strategic plan incorporating content, search and creative strategies. You will learn how to develop a media plan with a structured approach to budgeting, resource allocation and channel selection.

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Lecturer: Jessica Preddy

​Topics:

• Fundamentals

• Strategy Objectives & KPIs

• Digital Strategy Research

• Creative Strategy

• Digital Marketing Strategy