Digital Marketing: Transform

Overview of the Digital Marketing landscape:

• What is digital marketing and how companies use it to achieve objectives
• The history and evolution of Marketing into Digital Marketing
• Overview of Digital Marketing channels
• Key Marketing principles

Paid search – SEM/PPC

• Understand the key aspects of the Pay-Per-Click (PPC) advertising model and how Search Engine Marketing (SEM) works to increase your visibility on search engine results and drive more leads to your website

Organic search – SEO

• Understand the key aspects of Search Engine Optimisation (SEO) and Google ranking algorithm to increase the quantity and quality of traffic to your website through organic search engine results
• Learn to maximise your SEO efforts by using industry standard tools

Google Ads Display

• Learn how to build coherent Digital Marketing strategies, reach new customers, and develop effective campaigns that increase awareness, consideration, and retention using Google Display

Google Ads Search

• Leverage automated solutions like smart bidding and audiences to boost campaign performance

Social media marketing channels

• Understand the different communication platforms available and their functionality both individually and when used in combination

Paid social media marketing

• Learn best practice and strategies to reach prospects and customers on social media platforms
• Understand how to build a strategy tailored to your needs based on how platforms operate, what to spend, and how to measure results

Organic social media marketing

• Learn techniques to gain traction organically, without spend and boost your engagement, acquisition and conversion

Facebook ads

• Learn how to drive awareness and leads by advertising on Facebook, Instagram and Messenger
• Explore the different Facebook ad types and targeting options
• Understand how to run campaigns, measure campaign results and control your budget

Programmatic display advertising

• Understand programmatic advertising and real-time bidding
• Leverage algorithm-based technology to buy digital advertising space on display ad networks
• Identify common types of ad placements
• Explore techniques to get the most accurate ad placements in the fastest time at the best price

Video display advertising

• Leverage YouTube ads to reach more customers
• Learn best practice in the deployment of video ad placements
• Understand who your most valuable customers are and reach them with relevant and effective messages

Email marketing and automation

• Identify how automation is a key tool for all Digital Marketers
• Learn tools and techniques used in email marketing campaigns
• Gain an understanding of automated email marketing
• Learn techniques to rapidly build your mailing list and gain insights into list segment management

Content marketing

• Learn how to use content to maximise growth and brand awareness
• Understand the key principles of planning, creating and distributing digital content

Affiliate marketing

• Learn how to work with partners and leverage third-party publishers to increase traffic and leads to your business

Pass your Certifications for:

• Google Ads Display
• Google Ads Search
• Google YouTube Ads
• Facebook Digital Marketing Associate*

*Facebook Certification is optional and additional fees apply to it.

Get a solid understanding of the product, business and customer

• Marketing funnel and customer stages
• Customer research and customer journey
• Competitor and market research
• Product research
• Using channels for different funnel stages

Explore the key role of UX in Digital Marketing

• UX practices – double diamond method
• Website design – best practices for Digital Marketing
• Landing pages best practice and optimisation methods to increase conversion
• Mobile vs desktop

How to build a successful, end-to-end, campaign strategy

• Setting success metrics and objectives
• Multi-channel engagement tactics
• Targeting and retargeting tactics
• Brand and product strategy
• Workflows and sequencing
• Project management for Digital Marketing

Craft compelling content for your campaign

• Content production – copywriting, layouts and design
• Keywords and SEO
• Structuring and sequencing Digital Marketing assets
• Brand style and consistency

Leverage the power of data

• Collect and collate performance data
• Observe and interpret Digital Marketing data
• Create reports for the purpose of optimisation
• A/B testing and other optimisation tactics
• Excel hacks and practical skills

Polish your soft skills:

• Presentation skills – visual, verbal and written
• Communicating effectively your approach, strategy and campaign assets to stakeholders
• Understand how presentation and visualisation skills can help you gain stakeholders’ buy-in
• Presenting Digital Marketing collateral

Work in groups to solve Digital Marketing challenges for two real, live clients, applying your new-found skills and building your portfolio. 

First, you’ll develop a strategy, campaign tactics, channel recommendations and implementation plan to build brand awareness for a small startup business with little to no existing digital presence.

On the second project, you will create an optimisation strategy for a small to medium-size business with an existing digital footprint. You will conduct research and offer tactics to increase brand or product awareness and conversion rates.

Receive comprehensive career guidance and support for up to 24 weeks. We’ll help you perfect your portfolio, hone your CV and LinkedIn page, and prepare for interviews – all aimed at landing you a job that you are passionate about.

• Create your personal brand
• Connect your past professional and personal experiences 
• Craft a professional Digital Marketing portfolio
• Develop career-focussed soft skills