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Professional Diploma in Digital

www.dmt.academy www.DigitalMarketingInstitute.com Contents Professional Diploma in

1. Welcome 2. Course overview 3. Course content 4. How is the Course delivered? 5. Course assessment 6. Digital Marketing Institute Career Roadmap 7. Industry Expert Lecturers 8. Syllabus Advisory Council The world is evolving faster than ever before...

Digital Marketing Institute courses deliver the framework and tools needed to meet the challenges of our economy today - and tomorrow.

Transform your career and company with a course grounded in the realities of modern business and the connected society. Learn with some of Europe’s leading Digital Marketing experts. Welcome

Through our Education Partner network, we are delighted to ofer our Professional Diploma in Digital Marketing. Exclusively selected and trained by the Digital Marketing Institute, our Education Partners are licensed to deliver our educational programmes in location across Europe, Australia, Asia, Africa and Latin America.

The Digital Marketing Institute is the world’s leading professional institute in the feld of Digital Marketing. Working closely with expert-practitioners, the Institute promotes best current practice, theory and applied skills in Digital Marketing for individuals and organisations.

Meet and exceed your Digital Marketing goals through application of the latest trends, and attain one of the world’s most widely recognised and valued professional qualifcations in Digital Marketing. Ian Dodson, Co-Founder & Director Course overview

Who is this course for? The Professional Diploma in Digital Marketing is ideal for anyone involved in the planning, implementation or measurement of digital strategies – or anyone who would like to pursue a career in this area.

The Professional Diploma in Digital Marketing course is a rounded introduction to all the core digital marketing disciplines, and will prepare you to take up a more specialist role within the overall marketing domain.

What can you expect? Through dynamic lectures and case studies, you will be exposed to the latest methods, techniques and tools for improving your organisation’s Digital Marketing and -building eforts.

What will you learn? The Digital Marketing Institute’s panel of practitioner- lecturers has specifcally structured the curriculum to focus on current trends and best practices in Digital Marketing. As well as creating innovative strategies, you will also learn how to leverage these strategies to gain competitive advantage for both your business and your career. Course content

The Professional Diploma course focuses on the planning, implementation and measurement of your Digital .

There are ten modules in the course:

• Module 1: Introduction to Digital Marketing • Module 2: (SEO) • Module 3: Search Engine Marketing (PPC) • Module 4: Digital Display • Module 5: Marketing • Module 6: Marketing (Part 1) • Module 7: (Part 2) • Module 8: • Module 9: Analytics • Module 10: Strategy & Planning TOPIC INFOGRAPHICS

Module 1: Introduction to Digital Marketing

Marketing Basics Digital Marketing Uncovered Digital Marketing Strategy (Google ) Search Engine Optimisation Pay Per Click Marketing (AdWords)

The Introduction to Digital Marketing module enables you to harness the power of Digital Marketing as a core driver of the marketing strategy for your organisation. You will understand the foundation principles of Digital Marketing, and be able to distinguish how

Social Media , Monitor & Manage Facebook Marketing LinkedIn for Business Video Marketing Word-of-Mouth & Afliate Marketing Social Campaignsit difers from traditional marketing.

This module will also introduce you to the Digital Marketing Institute Methodology, an iterative framework that outlines the foundation tenets of Digital Marketing and the visual Digital Display Mobile MarketingschemeLocation that Based Marketing providesOnline PR & Brand Reputation the Websitebasis Design & Usability for implementationWordpress eCommerce of the diferent channels.

Topics covered in the Introduction to Digital Marketing Module include:

Twitter for Business Google+ Marketing Pinterest Marketing Writing for the Web Future Trends

The Digital Marketing Digital Marketing

Institute Method • Key Concepts of Digital Marketing • Principles • Traditional v. Digital Marketing • Our Tools • Key Digital Marketing Channels • The DMI Framework • Characteristics of Digital Marketing • The DMI Quality Scale • Implications of Digital Marketing • v. Market Reality TOPIC INFOGRAPHICS

Module 2: Search Engine Marketing (SEO)

Marketing Basics Digital Marketing Uncovered Digital Marketing Strategy Web Analytics (Google ) Search Engine Optimisation Email Marketing Pay Per Click Marketing (AdWords)

The Search Engine Optimisation module examines the various tactics for enhancing your website’s position and ranking with search engines.

Social Media Marketing Plan, Monitor & Manage Facebook Marketing LinkedIn for Business Video Marketing Word-of-Mouth & Viral Marketing Afliate Marketing Social Campaigns The module covers the key concepts and terminology used within the feld of SEO and equips marketing professionals with the technical know-how, understanding and insight to build and maintain an efective SEO strategy.

Digital Display Mobile Marketing Location Based Marketing Online PR & Brand Reputation Website Design & Usability Wordpress eCommerce You will learn about the range of specialist tools that are available to help common search engines fnd, view and rate websites. With this in mind, you will learn about on-page optimisation techniques and understand the process of efective keyword research and selection. Twitter for Business Google+ Marketing Pinterest Marketing Writing for the Web Future Trends You will understand the importance of content updates and will learn about applying appropriate meta tags in order to drive site optimisation. Students will understand the concept of ranking and be able to perform a range of of-page optimisation activities to improve your site ranking and , such as link building.

At the end of this module, you will be able to monitor and manage your SEO activity by setting a baseline and regularly measuring activity against expectation. You will also be aware of data protection and privacy issues associated with SEO.

Topics covered in the Search Engine Optimisation Module include:

• Key SEO Concepts • Keyword Research & Selection • Search Results & Positioning • Content Updates & Layout • Search Behaviour • Meta Tags • Stakeholders in Search • SEO Site Map • Mechanics of Search • SEO Webmaster Tools • On-Page Optimisation • Of-Page Optimisation • SEO Process & Goals • Inbound Links & Link Building • Customer Insights • Ranking • Analysis & Review • Laws & Guidelines TOPIC INFOGRAPHICS

Module 3: Search Engine Marketing (PPC)

Marketing Basics Digital Marketing Uncovered Digital Marketing Strategy Web Analytics (Google ) Search Engine Optimisation Email Marketing Pay Per Click Marketing (AdWords)

The Pay Per Click module demonstrates how to implement and manage campaigns. The lecture will cover the key concepts and terminology used within the feld of PPC and will equip you with the technical understanding and skills to build and maintain an Social Media Marketing Plan, Monitor & Manage Facebook Marketing LinkedIn for Business Video Marketing Word-of-Mouth & Viral Marketing Afliate Marketing Social Campaigns efective PPC strategy.

You will understand the fundamentals of search engine marketing and appreciate the mechanics of how PPC systems function. Students will develop advanced keyword research Digital Display Mobile Marketing Location Based Marketing Online PR & Brand Reputation Website Design & Usability Wordpress eCommerce and selection skills and learn how to apply these to Adwords campaigns.

You will be able to analyse current Search Marketing activity and target your campaign to key audience groups in order to enhance and improve click through rates. You will Twitter for Business Google+ Marketing Pinterest Marketing Writing for the Web Future Trends recognise the features of strong ad copy, and develop your skills in writing compelling ads.

You will learn how to set and manage budgets for Adwords campaigns, and measure and analyse their efectiveness by exporting detailed campaign management reports in order to see how they align with established baseline expectations. You will also be aware of relevant data protection and privacy issues associated with PPC.

Topics covered in the Pay Per Click Advertising Module include:

• Key PPC Concepts • Budgets • Benefts of PPC • Scheduling • Goals of PPC • Ad Centre • Google AdWords Account Setup • Campaign Management • Keyword Research • Conversion Tracking • Research Tools • Bidding • Search Campaign Process • Reporting • Google Display Network • Remarketing • Ad Copy • Analytics • Landing Pages • Laws & Guidelines TOPIC INFOGRAPHICS

Marketing Basics Digital Marketing Uncovered Digital Marketing Strategy Web Analytics (Google ) Search Engine Optimisation Email Marketing Pay Per Click Marketing (AdWords)

Social Media Marketing Plan, Monitor & Manage Facebook Marketing LinkedIn for Business Video Marketing Word-of-Mouth & Viral Marketing Afliate Marketing Social Campaigns

Module 4: Digital Display Advertising

Digital Display Mobile Marketing Location Based Marketing Online PR & Brand Reputation Website Design & Usability Wordpress eCommerce

The Digital Display Advertising module equips you with the skills and knowledge to implement and manage efective digital display campaigns.

Twitter for BusinessThe moduleGoogle+ Marketing coversPinterest Marketing the coreWriting for conceptsthe Web Future Trendsand terminology associated with digital display advertising, and explores what is involved in developing and managing efective ad campaigns.

You will develop a comprehensive understanding of the creation and deployment of digital display advertising, learning about the wide range of ad display formats and how to select the most appropriate ad format for your campaign target audience.

You will be able to develop clear campaign objectives and measure and optimise your campaign based on frm results analysis. Students will be able to research and use a range of campaign publishers, and know what metrics such as CPM, CPC, CPL and CPA entail commercially.

You will also learn how to use the standard Planning Process to obtain the best possible return on your digital display advertising eforts.

Topics covered in the Digital Display Advertising Module include:

• Digital Display Advertising Overview • Ad Display Frequency • Terminology • Campaign Planning • Mechanics • Campaign Objectives • Benefts of Digital Display • Campaign Budget • Challenges of Digital Display • Creative Formats • Business • Targeting • Running Efective Ads • Tracking your Campaign • Ad Formats • Optimising the Campaign • Ad Features • Laws & Guidelines TOPIC INFOGRAPHICS

Module 5: Email Marketing

Marketing Basics Digital Marketing Uncovered Digital Marketing Strategy Web Analytics (Google ) Search Engine Optimisation Email Marketing Pay Per Click Marketing (AdWords) The Email Marketing module covers industry best practices for creating and delivering efective email marketing campaigns.

The module covers the four foundational aspects of email marketing: Subscriber Social Media Marketing Plan, Monitor & Manage Facebook Marketing LinkedIn for Business Video Marketing Word-of-Mouth & Viral Marketing Afliate Marketing Social Campaigns Management, Email Design and Content, Delivery and Reporting. You will learn how to develop and manage a subscriber , and become familiar with the features within third party email systems and solutions.

Digital Display Mobile Marketing Location Based Marketing Online PR & Brand Reputation Website Design & Usability Wordpress eCommerce You will be able to plan a marketing segmentation strategy for your target audience and recognise what makes for good email design in terms of user centric content, coherent layout and an attractive design.

Twitter for Business Google+ Marketing Pinterest Marketing Writing for the Web Future Trends Students will understand what split testing entails, and will be able to use key metrics to report on the efectiveness of your email marketing campaigns, including open rates, click- through rates, unsubscribes and bounces.

You will be able to monitor and evaluate email marketing analytics, and be aware of data protection and privacy issues associated with email marketing.

Topics covered in the Email Marketing Module include:

• Key Email Marketing Concepts • User Characteristics • Campaign Process • User Behaviour • Online Data Capture • Email Copy • Ofine Data Capture • Delivery Management • Spam and Spam Filters • Email Service Providers • Rules • Scheduling • Segmentation • Key Metrics • Email Design • Split Testing • Data Management • Laws & Guidelines TOPIC INFOGRAPHICS

Marketing Basics Digital Marketing Uncovered Digital Marketing Strategy Web Analytics (Google ) Search Engine Optimisation Email Marketing Pay Per Click Marketing (AdWords)

Module 6: Social Media Marketing (Part 1)

Social Media Marketing Plan, Monitor & Manage Facebook Marketing LinkedIn for Business Video Marketing Word-of-Mouth & Viral Marketing Afliate Marketing Social Campaigns

The frst Social Media Marketing module enables you to efectively engage with customers across a diverse range of social media platforms.

Digital DisplayYou willMobile appreciate Marketing Location Based Marketingthe emergingOnline PR & Brand Reputation trendsWebsite Design & Usability in theWordpress social mediaeCommerce space and the opportunity aforded by the ‘always connected’ social consumer. You will recognise the suitability of diferent social platforms for your aims and objectives, and appreciate the challenges of social media.

Twitter for BusinessYou willGoogle+ be Marketing able toPinterest Marketingselect andWriting for the WebprioritiseFuture Trends diferent goals for your organisation, your customers and your products and services.

This module covers the key concepts and terminology used in social media, and you will be able to confgure social media accounts across Facebook, Twitter, LinkedIn, YouTube and Google +, as well as learning techniques to create successful .

Understand how to implement appropriate privacy settings across your social media, and develop profles that engage across a range of social media platforms.

Topics covered in the Social Media Marketing (Part 1) Module include:

• Key Social Media Concepts • LinkedIn Company Page • Facebook Features • LinkedIn Showcase Page • Facebook Insights • Google + Features • Facebook Business Page • Google + Insights • Facebook Plugins • Google + Analytics • Twitter Features • YouTube Features • Twitter Profle • YouTube Channels • LinkedIn Features • Blogging • LinkedIn Profle • Tumblr • LinkedIn Groups TOPIC INFOGRAPHICS

Marketing Basics Digital Marketing Uncovered Digital Marketing Strategy Web Analytics (Google ) Search Engine Optimisation Email Marketing Pay Per Click Marketing (AdWords)

Module 7: Social Media Marketing (Part 2)

Social Media Marketing Plan, Monitor & Manage Facebook Marketing LinkedIn for Business Video Marketing Word-of-Mouth & Viral Marketing Afliate Marketing Social Campaigns

The second Social Media Marketing module explores how to implement social advertising features to build and sustain relationships with customers.

Digital DisplayYou willMobile appreciate Marketing Location Based Marketingthe challengesOnline PR & Brand Reputation ofWebsite Designimplementing & Usability Wordpress an efectiveeCommerce Social Media strategy for your business, with a focus on the importance of listening as the critical starting point.

Addressing social media platforms such as Facebook, Twitter and LinkedIn, you will learn how to plan and schedule content, and you’ll become familiar with many of the advanced Twitter for BusinessfeaturesGoogle+ associated Marketing Pinterest Marketing with eachWriting for the Web platform.Future Trends

Learn how to set suitable goals for your chosen social media platforms, and create and manage your campaigns to budget and schedule.

You will be able to accurately measure the efectiveness of your social media campaigns using analytics, and be able to evaluate information about budgetary spend against baseline expectations.

Lastly, you will be aware of privacy and data protection issues associated with social media marketing.

Topics covered in the Social Media Marketing (Part 2) Module include:

• Implementing Social • Twitter Advertising • Social Listening • YouTube Advertising • Content Planning & Scheduling • Pinterest • Publishing • Instagram • Facebook Page Strategy • Snapchat • Facebook Advertising • YouTube Insights • Facebook Groups • KPI’s & Analytics • LinkedIn Groups • Laws & Guidelines • LinkedIn Jobs • LinkedIn Advertising TOPIC INFOGRAPHICS

Marketing Basics Digital Marketing Uncovered Digital Marketing Strategy Web Analytics (Google ) Search Engine Optimisation Email Marketing Pay Per Click Marketing (AdWords)

Social Media Marketing Plan, Monitor & Manage Facebook Marketing LinkedIn for Business Video Marketing Word-of-Mouth & Viral Marketing Afliate Marketing Social Campaigns

Module 8: Mobile Marketing

Digital Display Mobile Marketing Location Based Marketing Online PR & Brand Reputation Website Design & Usability Wordpress eCommerce

The Mobile Marketing module focuses on utilising the power of mobile as a way to access mobile consumers.

Twitter for Business Google+ MarketingYou willPinterest understand Marketing Writing for the WebemergentFuture Trends trends within the mobile space, and recognise the opportunity aforded by “always on” mobile devices when interacting with specifc audiences based on context and location.

This module covers the key concepts and terminology used within the feld of mobile marketing and will equip you with the technical knowledge and skills to build and maintain an efective mobile marketing strategy.

Learn how to run efective SMS campaigns and explore technologies such as NFC, Mobile Sites, Apps and Bluetooth. You will recognise the importance of suitable campaign messaging, and the need to validate marketing activity with campaign trials, review and ongoing analytics measurement.

Apply our six step process for designing and developing efective Mobile Apps and understand how mobile marketing integrates with the latest advances in social media marketing. The module also covers data protection and privacy issues associated with mobile marketing.

Topics covered in the Mobile Marketing Module include:

• Key Mobile Marketing Concepts • Mobile Ad Formats • Mobile Optimised Website • Mobile Sites • App development • Networks • Mobile Apps • Mobile Advertising Campaign Process • Mobile App Platforms • Proximity Marketing • Hybrid Apps • SMS Marketing • DMI 6 Step Process for Mobile Apps • SMS Campaign Process Steps • Mobile Advertising Goals • Mobile Analytics • Laws & Guidelines TOPIC INFOGRAPHICS

Module 9: Analytics

Marketing Basics Digital Marketing Uncovered Digital Marketing Strategy Web Analytics (Google ) Search Engine Optimisation Email Marketing Pay Per Click Marketing (AdWords)

The Analytics module enables you to fully measure, monitor and optimise your Digital Marketing activities.

Social Media Marketing Plan, Monitor & Manage Facebook Marketing LinkedIn for Business Video Marketing Word-of-Mouth & Viral Marketing Afliate Marketing Social Campaigns You will learn how to build an online reporting structure for your business, and learn about the range of specialist tools that are available to help you understand how to measure and monitor online trafc.

You will learn how to set up accounts, profles and permissions to apply analytics tracking Digital Display Mobile Marketing Location Based Marketing Online PR & Brandacross Reputation Website your Design & Usability websites.Wordpress eCommerce

Discover how to align business KPIs with your analytics goal confguration, and utilise the features of Google Analytics to develop a detailed profle of your target audience’s location, demographics, , devices, interests and more.

Twitter for Business Google+ Marketing Pinterest Marketing Writing for the Web Future Trends

Learn how to assess the efectiveness of your website’s technical performance and download speed, and how to measure levels of user engagement and conversion by tracking activities such as downloads, video views, purchases and registrations etc. Create and schedule customised reports and explore the real time and intelligence reporting capabilities of Google Analytics.

As with the other modules, you will also be aware of data protection and privacy issues associated with website analytics.

Topics covered in the Analytics Module include:

• Key Analytics Concepts • User Behaviour • Account Set-up • Conversions • Account Structure • Customised Reporting • Attribution • Laws & Guidelines • Customisation • Site Speed • Intelligence Events • Site Search • Audiences • KPIs • Acquisition • eCommerce • Google URL Builder • Reporting TOPIC INFOGRAPHICS

Module 10: Strategy & Planning

Marketing Basics Digital Marketing Uncovered Digital Marketing Strategy Web Analytics (Google ) Search Engine Optimisation Email Marketing Pay Per Click Marketing (AdWords)

The Strategy and Planning module provides a structured approach for bringing together all the strands of the Professional Diploma in Digital Marketing, to create a coherent Digital Marketing plan.

Social Media Marketing Plan, Monitor & Manage Facebook Marketing LinkedIn for Business Video Marketing Word-of-Mouth & Viral Marketing Afliate Marketing Social Campaigns This module is based on the Digital Marketing Institute Methodology, which incorporates a nine step process based on three distinct parts. Part one includes a situation analysis exercise, a formal information gathering process, and an audience defnition exercise.

Digital Display Mobile Marketing Location BasedPart Marketing twoOnline PR & Branddevelops Reputation Website Design a & Usabilityset of clearWordpress and meaningfuleCommerce objectives for the Digital Marketing Plan. Appropriate tools are selected on the basis of the anticipated audience(s), and objectives and budget are set based on the channels detailed within the Digital Marketing Institute Framework.

Twitter for Business Google+ Marketing Pinterest MarketingAn actionWriting for theplan Web is developedFuture Trends to provide a coherent project structure. Part three of the Digital Marketing Institute Methodology emphasises the importance of an iterative process of monitoring, analysis and enhancement based on performance.

The Strategy and Planning module provides you with the skills to create a formal Digital Marketing plan for your organisation, which will allow you to implement a successful and efective Digital Marketing strategy.

Topics covered in the Strategy & Planning Module include:

• Key Strategy & Planning Concepts • Appropriate Tools • Planning • Action Plan • Situation Analysis • Setting the Budget • Information Gathering • Measurement • Audience Defnition • Iteration & Enhancement • Audience Ranking • Laws & Guidelines • Setting Objectives How is the course delivered? Our courses are available in an online and on site format and have to date been delivered in over 80 countries.

Please visit www.dmt.academy for further information on course options and start dates.

Full Time Part Time The Full Time Professional The Professional Diploma in Diploma in Digital Marketing is Digital Marketing is available to an intensive course covering study in a number of part time the entire programme syllabus options, with classes running at in just five days. different times (morning, afternoon or evening) in different locations. The Full Time format is ideal for those seeking an intense Please see our website for overview of Digital Marketing in the various online and on site a concentrated timeframe. options. Format Corporate The Professional Diploma in We can bring our Professional Digital Marketing is available in Diploma in Digital Marketing to your three formats. business and tailor it specifically to the skills and prior experience of your Online: through our virtual staff. You choose the location(s) as learning environment well as the time – whether during the day, evenings, weekends, online, or a On Site: classroom-based in 47 combination of all four. countries All our courses are delivered by Blended: a mix of online and on industry experts. site Certifcation

The Digital Marketing Institute is the global certifcation standard for digital marketing. We create the world’s most widely taught, globally-recognised and industry-accredited digital marketing syllabuses. The course is the only one of its kind designed and taught by industry experts and validated by the world’s leading and most infuential . Qualifcations Roadmap

The Digital Marketing Institute provides a Qualifcations Roadmap through which students can progress, gaining a greater depth of skills as you advance through the courses.

The roadmap below displays the progression of qualifcations, allowing you to identify your position within the Digital Marketing education path. Syllabus Advisory Council

The Syllabus Advisory Council, representing the world’s largest and most infuential digital brands, validates all Digital Marketing Institute syllabus content.

By providing expert review and recommendations on a regular basis, the Council ensures that graduates of the Digital Marketing Institute have learned the most up-to-date digital skills, core competencies and knowledge needed to thrive in their digital careers.

The Syllabus Advisory Council works with the DMI to defne the skills agenda and address the global digital skills shortage. Once defned, the Council ensures that the DMI syllabus content is refned to meet the digital economy’s most in-demand digital needs and skillsets. For more information or to register for a course please contact:

Digital Marketing Training Academy Science Park 402 1098 XH Amsterdam Netherlands

+31-85-273-5838 [email protected] www.digitalmarketingtraining.academy

www.dmt.academy www.digitalmarketinginstitute.com