Digital Marketing: Elevate

Online

10 weeks, part-time

Course overview

The demand for digital marketing skills is rising exponentially in Australia, with over 21% projected job growth* in five years. Complement your professional expertise and boost your career with in-demand Digital Marketing skills.

This online course will equip you with a solid toolkit of Digital Marketing approaches and techniques, so you can run effective digital marketing campaigns and implement new skills immediately in your current job.

Industry-relevant content:

Premium material built in-house by experienced learning designers, guided by industry experts
60-80 hours of course content and activities over 10 weeks
Learn the end-to-end digital campaign management process, from setting campaign objectives and creating customer personas, to channel selection and data-driven optimisation
Get exposure to the whole gambit of digital channels: search marketing, SEO, display, email automation and social media
Discover how adjacent disciplines like UX Design, Artificial Intelligence and Customer Experience can influence your digital marketing campaigns

Hands-on practical learning:

This course is extremely hands-on, with a slew of activities and challenges in each module to make sure you practice as you go
Design and implement a complete digital marketing strategy and campaign for you own personal business or brand
Walk away with a unique project portfolio to showcase your skills to potential employers
Apply newly acquired digital marketing skills immediately in your job

A highly supported experience:

Stay on track with fixed deadlines and group video classes, while enjoying some flexibility in how you pace your weekly activities
Fortnightly mentor-led live video sessions, held after work hours to facilitate classroom discussions, guest lectures and bring the content to life
Two 1:1 sessions with your mentor for tailored support, available on demand
Entire teams dedicated to your support and progression through the course

A social and collaborative learning environment:

Access course content through our easy to use online learning platform which makes learning interactive and engaging, and allows for peer engagement
Cohort-based: go through the course at the same pace as all other students
Collaborate with your classmates on Digital Marketing projects, grow together, and expand your network

Earn trusted and recognised credentials:

On completion of this course, you can add an industry trusted digital credential to your LinkedIn profile
Get ready for world-renowned certifications** from Facebook and Google

* Source: Labour Market Information Portal

**All Certifications are optional & require some self study. Additional fees apply for the Facebook Certification.

Course timeframe

This course takes approximately 60-80 hours over 10 weeks. This time frame includes getting through the learning materials, attending live video sessions, participating in 1:1 mentoring sessions, completing the course activities, developing your personal project, and communicating with your peers and mentor.

What you'll learn

Week 1: Introduction to Digital Marketing

Explore what digital marketing is and how it differs from traditional marketing. Look at the most important skills for digital marketers and delve into some behavioural psychology and digital marketing concepts. Kick off your personal project.

Topics

Digital Marketing and its concepts
Behavioural psychology and consumer decision making
Brand Identity and Unique Selling Proposition
Understand your competitors: positioning, pricing & campaigns

Learning activities

Define your personal project, conduct brand research & define USPs
Perform a competitor analysis and audit

Optional tools: Google Alerts, SpyFu, AccuRanker, Hootsuite or Buzzsumo for competitor analysis

Week 2: Campaign Strategy & Customer Journey

Start to shape your campaign, making decisions on objectives and success metrics. Get to know your customers and create a persona. Begin to visualise your campaign as a whole and how it will be experienced.

Topics

Learning activities

Define your campaign objective
Define success metrics
Create your customer persona
Build a customer journey map
Decide on your campaign budget and schedule

Optional tools/ platforms: Xtensio & Canva for user profiles; Funnelytics and Geru for customer journey maps; Asana or Google Sheets for campaign planning

Week 3: Search Marketing & Digital Display

Explore search marketing and digital display, learning how to gain exposure among a crowd of 4.2 billion webpages. Learn how search engines work and how to run Google ads, targeting the right audience with keyword research as well as how to improve your website’s search ranking through SEO strategies.

Topics

Introduction to Search Marketing
Search Engine Marketing (SEM) / PPC
Keyword research planning
Measuring the success of a PPC campaign
Display advertising
Search Engine Optimisation (SEO) improvements

Learning activities

Search research: audit your brand’s search visibility
Create a keyword research plan
Conceptualise and create a Display/Google Ad
Perform an SEO Audit and plan for improvements

Optional tools: Wordstream, UberSuggest or Ahrefs for keyword research; Canva or Google Ads to create your Google ad

Week 4: Social Media Marketing

Learn how to tap into audiences on social media, gaining exposure and engagement on the platforms. Dig into audience demographics, strategies for each primary platform as well as common pitfalls to avoid.

Topics

Social Media and its application to marketing
Building a social media strategy
Social media marketing #fails case study
Platform-specific attributes, users and best-practices:
- Facebook (including Facebook advertising)
- Instagram
- LinkedIn & Twitter
- Pinterest, TikTok and YouTube

Learning activities

Audit your brand’s social media presence
Develop a social media strategy for your project
Create a social media post or ad

Tools: The basics of the social platforms are included in the content. You’ll be provided with additional resources/videos if you want to delve into the platforms/ad managers in more depth.

Week 5: Content Marketing & Creation

Understand the strategic role of content in marketing, identifying how content marketing fits into the customer journey. Learn how to select and create engaging content as well as best practice around distribution and amplification. You’ll create a piece of content in a format of your choice.

Topics

Learning activities

Brainstorm content ideas for your campaign
Create a content marketing piece
Create your content distribution list
Add influencers to your content distribution strategy

Optional tools: Buzzsumo, Answer the Public, Ubersuggest, Quora or Ahrefs for content research

Week 6: Email & Marketing Automation

Determine how email marketing and email automation fits into your campaign. Conduct consumer and competitor research to define and create an email strategy that fits your customer journey map.

Topics

Introduction to email marketing
Email best-practice
Marketing automation: email and sms
Email automation & technology: Segmentation, personalisation & A/B testing
Designing a marketing email

Learning activities

Competitor email analysis
Create your campaign’s email strategy
Create an email for your campaign

Optional tools: MailChimp, BEE or Campaign Monitor for email creation

Week 7: Customer Experience & Conversion

Understand the importance of CX in increasing perceived value, identify what makes a great customer experience and Implement CX principles into your campaign. Learn how UX design principles and AI can influence your customer journey.

Topics

Customer Experience (CX) principles
Conversion Rate Optimisation (CRO)
Customer Relationship Management (CRM) platforms
Designing landing pages
User Experience design (UX) principles in a digital marketing context
Artificial Intelligence (AI)

Learning activities

Brainstorm how to embed CX principles in your campaign
Research and analyse a competitor’s landing page
Create a landing page
Brainstorm where AI could play a role in your customer journey

Optional tools: Leadpages to create a landing page

Week 8: Campaign Performance

Learn how to collect and report on data to unearth trends that drive optimisations to your campaigns for greater conversions.

Topics

Learning activities

Identify a list of data sources for measuring your campaign performance
List the Google Analytics reports to use in your campaign
Create a campaign report

Tools: Google Analytics, Excel or Google Sheets

Week 9: Presentation skills

Hone your presentation skills to gain stakeholder buy in, presenting your rational and strategy in a clear and easily digestible manner.

Topics

Digital marketing presentations
Visual presentation skills
Verbal presentation skills
Written presentation skills

Learning activities:

Prepare your final presentation

Week 10: Your future in digital marketing

Complete and present your digital marketing strategy and campaign, gaining feedback from your Mentor. Package your project into a portfolio piece to demonstrate your skill set.

Topics

Project milestones: The finish line
After your studies
- Resources to help you apply for Digital Marketing roles
- Additional resources on the future of Digital Marketing

Learning activities:

Export your completed workbook
Present your digital marketing campaign and receive feedback

Who this course is for

If you’re looking for a practical online digital marketing course with mentor support and classmate collaboration, this course is for you. Our Digital Marketing Elevate course has no prerequisites and is ideal for:

Marketing professionals who want to boost career prospects, explore a new role or land a promotion with in-demand digital marketing skills
Traditional marketing leaders looking to manage a team of digital marketers or work with external agencies, and wanting to upskill fast
Digital marketers who want to formalise their skills with an industry-recognised certificate
Entrepreneurs who want to learn how to use digital marketing strategies to grow their business
Anyone new to marketing and looking to get intermediate level, practical digital marketing training

Earn a digital credential

We partner with Acclaim by Credly to deliver digital credentials for our graduates. Digital credentials are a graphical representation of your skills, combined with a description of the knowledge and activities it took to earn them.

Digital badges can be used in email signatures or digital resumes, and on social media sites such as LinkedIn, Facebook and Twitter.

For more info, click here.

Student portfolios

Check out our students’ personal projects as they showcase what they are passionate about.

CHRIS TOMKINS

KATHRINA DENK

Our students' success stories

Academy Xi has a 4.2 score out of 5, rated by 2423 students.

“highly recommend this course to anyone ready to execute their idea or grow their startup”

Lisa Qi

I took the Digital Marketing course at a stage where my startup was ready to scale and I found the course extremely beneficial. The course was practical and struck a great balance between breadth and depth of topics. The instructors took time to understand each student’s project/objectives, and provided tailored instruction. I also really enjoyed the collaborative classroom setting—I learned a lot from my fellow students. The instructors were brilliant and passionate and the Academy Xi family were extremely supportive. I would highly recommend this course to anyone ready to execute their idea or grow their startup.

“I’ve been able to incrementally increase my email subscribers by 28%!”

Alex Handley

Thanks to the course at Academy Xi, I now implement solid testing, targets and goals in my business. By uncovering what stage a user is in the marketing funnel, I have been able to work towards an appropriate metric. I’ve been able to incrementally increase my email subscribers by 28%!