Certified Digital Marketing Practitioner
Overview
- Conduct digital research, set business objectives for campaigns and develop a targeted digital marketing strategy
- Build and publish a well-designed and high per forming and optimized website aligned to your business goals
- Create and curate compelling and innovative content that drives ROI
- Set up, optimize, create, execute and report on organic and paid ad campaigns on Facebook, Twitter, LinkedIn, Instagram & amp; Snapchat
- Boost your website’ s organic ranking by optimizing technical on-page and off-page elements
- Create and manage paid search campaigns in Google AdWords and use Google Analytics to measure performance
- Use Google AdWords to create di splay and video advertising campaigns and ads using a variety of platforms to evaluate their impact and performance
- Design effective emails that generate leads, retain customers and inspire evangelists
- Set goals for your business and website, and understand how analytics tools are used to help measurement
- Use owned, accessed, desk, audience, competitor and social listening research to create a how-to guide for all digital marketing activities
Tests/examinations/assignments must be written/submitted at the time specified. Requests for adjustments to that schedule must be made before the test/exam/assignment date to the faculty member. Failure to do so will result in a mark of “0”, unless an illness/emergency can be proven with appropriate documentation at no cost to the Academy.
The passing grade for all courses is 50%, or letter grade of P (Pass) or S (Satisfactory) unless otherwise noted below. The passing weighted average for promotion through each semester of a program is 60% and is a requirement to graduate.
Evaluation is comprised of:
70% practical skills
10% assignments
20% quizzes
Syllabuses
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Course Outline |
Objective |
Outcome |
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Day 1 |
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Module 1: Digital Marketing Foundations § The Digital Marketing Foundations module explores how to harness the power of digital within the context of your organization’s marketing strategy. This module will enable you to conduct digital research, set business objectives for a digital campaign and prepare the foundations for developing a targeted digital marketing strategy. |
§ Able to understand the different components of Digital Marketing § Able to utilize the most effective digital channel for the business or organization |
§ Conduct digital research, set business objectives for campaigns and develop a targeted digital marketing strategy |
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Module 2: Content & Social Media Marketing § This module enables you to apply social media and content marketing concepts to help your organization’s presence on social media platforms. You will learn how to execute a content marketing strategy that is data-driven and targeted at the different target audiences. You will also learn how to run social media campaigns that yield a positive ROI. |
§ Able to create content that is suitable for intended audience § Able to use content to generate revenue and brand your organization |
§ Build and publish a well-designed and high per forming and optimized website aligned to your business goals |
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Day 2 |
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Module 3: SEO & Web Optimization § This module will enable you to build an organic search marketing strategy that brings the right kind of visitors to your website. You will also learn to build and publish a well-designed, high-performing and optimized website that is aligned to the organization’s goals. |
§ Able to optimize your website using right keywords § Able to build a webpage, landing page or e-commerce site that will yield ROI |
§ Set up, optimize, create, execute and report on organic and paid ad campaigns on Facebook, Twitter, LinkedIn, Instagram & amp; Snapchat |
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Module 4: Paid Search, Display & Video Advertising § This module exposes you to the paid forms of advertising from search ads to display and video advertising. You will develop the knowledge and skills needed to create and manage a paid search campaign in Google AdWords. As part of this, you will learn how to create a YouTube channel, manage video content and identify ad formats available within digital channels. |
§ Able to utilise paid ads on social media to drive traffic to your social media pages § Able to drive clients to your website, landing page and e-commerce page |
§ Create and manage paid search campaigns in Google AdWords and use Google Analytics to measure performance |
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Day 3 |
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Module 5: Email Marketing § The Email Marketing module will teach you how to construct and deliver an effective email marketing campaign. You will learn the fundamentals of email including how to strategize a delivery plan to test, optimize and report on the performance of campaigns. |
§ Able to create the write email marketing plan and target the right audience § Able to use email marketing software and tools to market your products and services |
Design effective emails that generate leads, retain customers and inspire evangelists |
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Day 4 |
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Module 6: Analytics § This module will teach you the basic concepts of using analytics in digital marketing, from initial set-up to detailed reporting. You will be able to recognize the fundamentals of web analytics to draw actionable conclusions from data and create a Google Analytics account to gain insight into traffic and audiences. |
§ Able to understand data and use it to benefit your organization or business § Able to create an action plan based on usable data and gain insight to your audience |
§ Use owned, accessed, desk, audience, competitor and social listening research to create a how-to guide for all digital marketing activities |
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Day 5 |
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Module 7: Digital Strategy § The digital strategy module uses the PROPEL (Plan, Research, Objectives, Propose, Execute and Learn) planning model to teach you, in a step-by-step fashion, how to design complex, long-term digital marketing strategies that service both marketing and commercial objectives. |
§ Able to develop a proper social media strategy for your organization § Able set proper goals and targets to achieve |
§ Set goals for your business and website, and understand how analytics tools are used to help measurement |
Syllabuses
Module 1: Digital Marketing Foundations
Course Outline (DAY-1)
The Digital Marketing Foundations module explores how to harness the power of digital within the context of your organization’s marketing strategy. This module will enable you to conduct digital research, set business objectives for a digital campaign and prepare the foundations for developing a targeted digital marketing strategy.
Objective
~Able to understand the different components of Digital Marketing
~Able to utilize the most effective digital channel for the business or organization
Outcome
~Conduct digital research, set business objectives for campaigns and develop a targeted digital marketing strategy
Module 2: Content & Social Media Marketing
Course Outline (DAY-1)
This module enables you to apply social media and content marketing concepts to help your organization’s presence on social media platforms. You will learn how to execute a content marketing strategy that is data-driven and targeted at the different target audiences. You will also learn how to run social media campaigns that yield a positive ROI.
Objective
~Able to create content that is suitable for intended audience
~Able to use content to generate revenue and brand your organization
Outcome
~Build and publish a well-designed and high per forming and optimized website aligned to your business goals
Module 3: SEO & Web Optimization
Course Outline (DAY-2)
This module will enable you to build an organic search marketing strategy that brings the right kind of visitors to your website. You will also learn to build and publish a well-designed, high-performing and optimized website that is aligned to the organization’s goals.
Objective
~Able to optimize your website using right keywords
~Able to build a webpage, landing page or e-commerce site that will yield ROI
Outcome
Set up, optimize, create, execute and report on organic and paid ad campaigns on Facebook, Twitter, LinkedIn, Instagram & amp; Snapchat
Module 4: Paid Search, Display & Video Advertising
Course Outline (DAY-2)
This module exposes you to the paid forms of advertising from search ads to display and video advertising. You will develop the knowledge and skills needed to create and manage a paid search campaign in Google AdWords. As part of this, you will learn how to create a YouTube channel, manage video content and identify ad formats available within digital channels.
Objective
~Able to utilise paid ads on social media to drive traffic to your social media pages
~ Able to drive clients to your website, landing page and e-commerce page
Outcome
Create and manage paid search campaigns in Google AdWords and use Google Analytics to measure performance
Module 5: Email Marketing
Course Outline (DAY-3)
The Email Marketing module will teach you how to construct and deliver an effective email marketing campaign. You will learn the fundamentals of email including how to strategize a delivery plan to test, optimize and report on the performance of campaigns.
Objective
~ Able to create the write email marketing plan and target the right audience
~ Able to use email marketing software and tools to market your products and services
Outcome
Design effective emails that generate leads, retain customers and inspire evangelists
Module 6: Analytics
Course Outline (DAY-4)
This module will teach you the basic concepts of using analytics in digital marketing, from initial set-up to detailed reporting. You will be able to recognize the fundamentals of web analytics to draw actionable conclusions from data and create a Google Analytics account to gain insight into traffic and audiences.
Objective
~ Able to understand data and use it to benefit your organization or business
~ Able to create an action plan based on usable data and gain insight to your audience
Outcome
Use owned, accessed, desk, audience, competitor and social listening research to create a how-to guide for all digital marketing activities
Module 7: Digital Strategy
Course Outline (DAY-5)
The digital strategy module uses the PROPEL (Plan, Research, Objectives, Propose, Execute and Learn) planning model to teach you, in a step-by-step fashion, how to design complex, long-term digital marketing strategies that service both marketing and commercial objectives.
Objective
~ Able to develop a proper social media strategy for your organization
~Able set proper goals and targets to achieve
Outcome
Set goals for your business and website, and understand how analytics tools are used to help measurement