Professional Diploma in Digital Marketing

Search Marketing is a cornerstone of consumer behavior online and is a fundamental aspect of digital marketing strategy. This module focuses the two components of search marketing: SEO (Search Engine Optimization) & PPC (Pay Per Click). In SEO, understand the concepts of search marketing, and the factors which influence Google’s Ranking algorithm to improve your website’s organic ranking on search engine’s pages (SERP’s) to drive more traffic. Along with this, gain an understanding of technical SEO and how Google evaluates website factors which affect SERP ranking. Learn how to optimize for search on-site & off-site, develop content for search, and evaluate if SEO is working for the business. In PPC, learn about the importance of Search Engine Advertising and its importance as a driver of quality traffic and leads to the website. Understand how to set up and use Google AdWords, set up and manage campaigns, maximize on advertising spend, write effective ads and create effective landing pages to achieve a good Quality Score, while producing detailed reports to support overall PPC strategy. In addition learn about how SEO & PPC can work together to create an effective search marketing strategy, conduct comprehensive keyword research and measure success.

Social Media Marketing is the most popular Digital Marketing Channel in use. This module covers the growth of social media through identification of trends and penetration of various social channels globally and within the region. Receive orientation to the most commonly used channels namely: Facebook, Twitter, Instagram, Snapchat, YouTube, Google+ & LinkedIn and how they can be used to compliment your overall digital strategy. Learn how to put together a multi- channel social media strategy and to leverage the uniqueness of each of the channels and the demographics they attract to fulfill business objectives. This module will also include identifying the appropriate social media channels for the business, creating a content strategy, identifying & working with social influencers, setting of KPI’s, how to determine ROI on social media and social media analytics. Community Management would be learnt as well the metrics and technology associated with the efficient moderation and use of social media. Finally, this module will teach how to grow, enhance engagement and convert social media users through social advertising.

This module covers the remainder of the two main digital marketing channels: Display Marketing & Email Marketing. Digital Display Marketing compliments and ties together digital strategy, and can be used to support multiple business objectives. In this module you will learn to create and implement effective digital display advertising campaigns, different ad formats, types of digital advertising, budgeting and payment models, as well as measurement and ROI.
Email marketing will cover the uses of Email and how it can be used to support and deliver against digital objectives. Email is a useful tool which can be used to generate brand awareness, for lead generation as well as inspire and drive customer loyalty. This module will cover all aspects of email marketing, you will learn to construct different types of Email, design principles, content, delivery as well as measurement and reporting. Understand how Email can be used throughout the marketing funnel, segment your audience and create marketing lists, as well as different technology providers available to support with overall Email strategy. Grow your marketing database and be introduced to Customer Relationship Management (CRM) software which can be used to effectively manage your customer data in conjunction with Email marketing.

This module focuses on the end product of Digital Marketing activity, which is the Website. Learn how to create a basic website and different services which are available to do so, how to plan website structure, keeping in mind SEO principles, Domain name selection, URL structures, as well as the principles of effective lading page design. Understand about mobiles websites, the difference between adaptable & responsive design, as well as about user personas and designing websites based on principles of User Experience (UX) and customer journeys.
This module also touches on App development, Elements of App design & engagements and App Marketing. Learn how to evaluate the successfulness of your App.

Data is the backbone of Digital Marketing and in this module you will learn the importance of data and how to use data in Digital Marketing Strategy and optimization. Be introduced to Google Analytics, and reporting. Learn about the different key metrics available and how these can be used to track and evaluate the performance of Digital Marketing campaigns through a reporting structure for the business. Understand how they can be applied to the website, and to assess the technical effectiveness of the website to measure user engagement and conversion through goal setting, e-commerce and event tracking.

Learn about E-commerce and how it can be implemented for B2B and B2C. Be exposed to the intricacies of setting up an E-Commerce business in the region, along with the logistics and business models involved. Gain an understanding of the ethics and laws that govern e-commerce and how this can impact business & marketing strategy, as well as the special considerations that need to be adhered to in an E-commerce website compared to other websites & apps. In this module you will learn how to set up and effectively manage your own e-commerce business its KPI’s and how customers can be encouraged to convert throughout the marketing funnel.

This module ties in Digital together and you will learn to create a digital marketing strategy, which takes into consideration business objectives and how this will affect digital marketing campaign planning, budget setting and KPI measurement; bringing together all previous modules of the course. This module will also factor in mobile marketing and how to create and deliver mobile campaigns taking into consideration localization and personalization. Explore mobile search, and how it differs and the various options available in mobile advertising such as SMS, Bluetooth, Push Messaging & App advertising. Learn about the future of Digital Marketing and new upcoming channels which can be used for digital marketing such as VR, Voice Search, AI & personal assistants. This module will also touch upon the required organizational culture needed to enact digital transformation, digital resourcing (in- house vs. agency), and the different support options available.