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EIEIO / AUTOMATION & EMERGING TECHNOLOGY

Certified Digital Marketing Professional

Course outline

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Duration

3-Days Workshop and 30 Hours Online Learning

Overview

This program is validated by the Digital Marketing Institute's Industry Advisory Council, United Kingdom, the learning content has been designed by experts and offers learners the opportunity to gain a globally recognized professional certification. This digital marketing course provides an in-depth and comprehensive introduction to the core essentials of digital marketing.

Among the learnings that will be covered within this program are the structural foundations of digital marketing, which will include digital marketing strategy & planning, search, social media, PPC, email marketing, analytics and much more.

The program is made up of a 3-Days Workshop and 30 Hours Online Learning. At the end of the course, and upon successful completion of a 3-hour Pearson VUE computer-based examination, candidates will be awarded the world’s most widely recognized digital marketing certification.

Target Audience

The Certified Digital Marketing Professional program is aimed at:

  • Traditional Marketers and Marketing Executives
  • Marketing Managers and Senior Management
  • IT Managers
  • Small Business Owners
  • Career Changers
  • Entrepreneurs
  • Those responsible for developing or implementing a digital marketing strategy for their organization
  • Anyone in marketing or business who wishes to demonstrate proficiency in digital marketing

What will you learn?

By earning this certification, you will be able to:

  • Increase your website’s visibility through Search Engine Optimization (SEO) techniques
  • Drive qualified traffic to your website through Pay-Per-Click (PPC) advertising
  • Execute digital display campaigns
  • Capture, segment and manage subscribers to plan and execute a successful email marketing campaign
  • Use suitable social media channels to grow and engage an audience
  • Measure and optimize social media campaigns
  • Leverage mobile marketing for its micro-targeting advantages
  • Analyze and optimize your overall digital marketing activity
  • Create a formal digital marketing plan for your business

Program Modules

Becoming a Certified Digital Marketing Professional will ensure you are equipped with the tools and skills needed

to create a cohesive, effective digital marketing strategy.

There are ten modules in this program that provide in-depth coverage of all of the key disciplines required for best practice digital marketing, which include:

  • Introduction to Digital Marketing
  • Content Marketing
  • Social Media Marketing
  • Search Engine Optimization (SEO)
  • Paid Search (PPC) Using Google Ads
  • Display and Video Advertising
  • Email Marketing
  • Website Optimization
  • Analytics Using Google Analytics
  • Digital Marketing Strategy

MODULE 1 Introduction to Digital Marketing

This module introduces the core principles and purpose of digital marketing. It will enable you to develop clear and actionable business objectives for a digital marketing plan, gain audience and industry insight by conducting digital research, and to prepare the foundations for a fully integrated 360 campaign by connecting effectively with your customers and targets.

Through this module you will be able to differentiate between inbound and outbound marketing strategies and distinguish between examples of digital media. It will also explore the difference between traditional and digital marketing helping you realize the benefits of using them in combination.

At the end of the module, you will know how to develop clear and actionable objectives for a digital marketing plan using SMART objectives and use digital research and social listening to gain insights into your competitors, audience and industry.

Topics covered include:

Principles of Digital Marketing

  • Inbound and Outbound Strategies
  • Digital Media Examples
  • Traditional vs. Digital Marketing
  • Principles of DMI’s 3i Methodology
  • Digital Channels

Developing Objectives

  • SMART Objectives

Digital Research

  • Audience Research
  • Social Listening Platforms
  • Social Listening and Audience Research Tools

Cultural Research

  • Competitive Research Platforms and Tools
  • Industry Trend Research
  • Digital Research

Connecting with the Customer

  • The Buyer’s Journey
  • Five Marketing Functions
  • 360 Digital Marketing Campaign
  • Marketing Functions and Buyer Journey Stages
  • Digital Marketing Concepts, Principles, Procedures and Tools

MODULE 2 Content Marketing

This module introduces you to the key principles of content marketing to enable you to align content effectively with the buyer journey.

You will explore the knowledge and skills required to plan and execute a content marketing strategy in a persona-oriented, datadriven way.

It also covers content creation and curation, along with how to extend its value using scheduling tools and promotion methods.

The Content Marketing module concludes by examining the key metrics and tools for measuring the performance of a content marketing strategy.

Topics covered include:

Content Marketing Concepts and Strategy

  • Benefits of Content Marketing
  • Qualities of Effective Content
  • Types of Content
  • Content Alignment with the Buyer’s Journey
  • Community Management
  • Content Marketing Strategy

Using Content Research to Find Opportunities

  • Website Hosting Options
  • Social Listening
  • Competitor Content Analysis
  • Content Audit

Developing a Content Marketing Plan

  • Content Marketing Goals
  • Content/Business Goal Alignment
  • Customer Personas
  • Content Topics
  • Content Calendar
  • Content Management Systems

Creating and Curating Content

  • Content Stakeholders
  • Content Types and Formats
  • Content Tools
  • Content Creation and Curation
  • Content Creation Best Practice
  • Brand Components
  • Content Personalization

Publishing and Distributing Content

  • Content Platforms
  • Benefits and Challenges of Content Seeding
  • Content Scheduling Techniques and Tools
  • Content Promotion Strategies

Metrics and Performance

  • Content Marketing ROI
  • Content Marketing Metrics
  • Metrics and Content Marketing Strategy

MODULE 3 Social Media Marketing

The Social Media module introduces the key platforms for digital marketing and demonstrates how to set up a social media experience for a business.

You will be able to identify the benefits of social media marketing and differentiate between the most influential networks and their advantages. As a result, you will understand the techniques and best practices for growing and engaging an audience and demonstrate how to create effective paid advertising campaigns on key social platforms. In addition, you will understand how to build, manage, and sustain an active social media community.

The module also covers how to extract and report on data from the platforms’ native analytics tools to derive deeper audience and campaign insights.

Topics covered include:

Key Social Platforms for Digital Marketing

  • Benefits of Social Media Marketing
  • Social Media Marketer Responsibilities
  • The Buyer’s Journey Stages
  • Influential Social Media Platforms
  • Key Terminology

Setting up a Social Media Experience for a Business

  • Best Social Media Account Practices
  • Facebook for a Business
  • Twitter for a Business
  • LinkedIn for a Business
  • Instagram for a Business
  • Snapchat for a Business

Growing and Engaging an Audience

  • Community Techniques and Best Practices
  • Content Sharing Best Practices
  • Sharing Stories Best Practices
  • Video Content Best Practices
  • Hashtag Usage Best Practices
  • Twitter Content Best Practices
  • LinkedIn Content Best Practices
  • Instagram Content Best Practices
  • Snapchat Content Best Practices

Creating and Optimizing Social Media Campaigns

  • Campaign Set-up
  • Facebook and Instagram Business Manager
  • Twitter Ads Manager
  • LinkedIn Campaign Manager
  • Snapchat Ad Manager

Developing Data-Driven Audience and Campaign Insights

  • Campaign Tools Analysis
  • Facebook Tools and Analytics
  • Twitter Tools and Analytics
  • LinkedIn Tools and Analytics
  • Instagram Tools and Analytics
  • Snapchat Analytics and Campaigns

MODULE 4 Search Engine Optimization (SEO)

The SEO module begins with the fundamentals of search engine optimization and how search engines work.

It explains why it is vital to align SEO objectives with overarching business objectives and how to use keyword and competitor research to build a content plan that attracts and engages the right kind of visitors.

The module also explores how to boost online conversions to help stand out in today’s fiercely competitive online marketplace and ensure the best possible Return on Investment (ROI).

Topics covered include:

SEO Fundamentals

  • Paid and Organic Search
  • Key SEO Components
  • Search Engine Introduction
  • Common Search Query Types
  • SERP (Search Engine Results Pages) Components

Aligning SEO and Business Objectives

  • SEO Objective Types
  • Create and Implement SEO Objectives

Keywords and SEO Content Plan

  • Keyword Research Benefits
  • Short and Long Tail Keywords
  • Conduct Keyword Research
  • Convert Keywords into SEO Content

Optimize Organic Search Ranking

  • Technical Components for Visibility
  • On-page Optimization
  • Off-page Optimization
  • SEO Audit

Measuring SEO Performance

  • Traffic Sources
  • SEO Metric Types
  • Success Measurement

MODULE 5 Paid Search (PPC) using Google Ads

This module begins with the fundamentals of paid search and it’s benefits and demonstrates how to implement and manage Pay-Per Click (PPC) campaigns using Google Ads.

Through the Paid Search Module, you will understand the key concepts underpinning bid auctions, how to manage paid advertising budgets, and how to optimize paid search campaigns.

It also covers conversion tracking and how to measure and report on the performance of paid search campaigns using Google Analytics and Google Search Console.

Topics covered include:

Fundamentals of Paid Search

  • Paid vs. Organic Search
  • Customer Use of Search Engines
  • Paid Search Benefits
  • Elements of Paid Search Campaigns

Paid Search Campaign Creation with Google Ads

  • Google Ads Manager Account vs. Child Account
  • Google Ads Best Practice
  • Google Ads Account Elements
  • Paid Search and SEO Keyword Research
  • Google Ads and Paid Search Campaigns

Search Campaign Management

  • Advertising Budget Management
  • Google Ads Bidding
  • Google Ads Bid Simulator Tool
  • Optimize Paid Search Campaigns
  • Google Ads Editor

Paid Search Campaign Measurement

  • Paid Search KPIs
  • Conversion Tracking
  • Success Metrics
  • Google Analytics Measurement
  • Google Analytics and Search Console Reporting

MODULE 6 Display and Video Advertising

The Display and Video Advertising module begins with the fundamentals of display and video advertising and demonstrates how to set up and manage a YouTube channel.

It covers the ad formats available within Google Display Network and YouTube and shows you how to set up and manage campaigns.

You will also understand how to apply audience and contextual targeting, exclusions, remarketing, and bid adjustments to target display and video ads at the right audience.

By the end of the module, you will be able to identify the key metrics and tools to use to analyze and optimize the effectiveness of campaigns.

Topics covered include:

Fundamentals of Display and Video Advertising

  • Key Concepts, Benefits and Value
  • Key Advertising Platforms
  • Advertising Buying Mechanisms
  • Strategy Objectives

Creating and Managing a YouTube Channel

  • YouTube Channel Setup
  • Video Best Practices
  • Content Management Best Practices
  • YouTube Analytics and Reporting

Google Display Network and Video Ad Formats

  • Google Display Network Campaign Types
  • Ad Formats and Sizes

Creating Display and Video Campaigns

  • Google Ads Display Ad Campaign
  • Responsive and Non-responsive Ads
  • YouTube Channel and Google Ads Linking
  • Standard Video Ad Campaigns
  • YouTube Ads

Targeting Display and Video Campaigns

  • Targeting Types
  • Audience Targeting
  • Contextual Targeting
  • Advanced Google Ads Features
  • Configure Ad Exclusions
  • Remarketing Options
  • Bidding Strategy

Measurement and Optimization

  • Key Display Campaign Metrics
  • Video Campaign Metrics
  • Performance Analysis of Display Campaigns
  • Performance Analysis of Video Campaigns
  • Impact Performance Analysis
  • Campaign Optimization

MODULE 7 Email Marketing

The Email Marketing module begins with the fundamentals of email marketing and how the concepts of segmentation, personalization, timing, and engagement along with the legislation and regulations surrounding data protection underpin an effective email marketing strategy.

The module introduces key email marketing tools and techniques and explores subscriber list and email design best practices.

It also comprehensively explores how to create, test, and optimize an email campaign that maximizes open and Click-Through-Rates (CTR) and provides an overview of the value provided by marketing automation tools.

By the end of this module, you will have a comprehensive understanding of all the elements involved in an email marketing strategy.

Topics covered include:

Email Marketing Fundamentals

  • Key Concepts
  • Inbound Email Marketing
  • Legislation and Regulations e.g. Permissions and Data Protection

Tools and Strategy

  • Key Strategy Principles
  • Email Service Providers
  • Recipient Sources

Module 8 Website Optimization

This module introduces key concepts underpinning effective website design and the purpose of website optimization.

It will enable you to build and publish a simple, well-designed, and optimized website using WordPress that is aligned to specific business goals.

Additionally, you will understand design principles and best practices for copy and A/B testing along with exploring User Experience and User Interface as part of user centric design.

The Website Optimization module also covers how to use metrics to capture, track, and measure website activity to develop deeper insights.

Topics covered include:

Web Design and Website Optimization

  • Website Optimization and SEO
  • Optimization and Digital Marketing Strategy
  • Design, Construction, Maintenance and Optimization in a Marketing Context
  • Key Components of Web Design

Publishing a Basic Website

  • Website Hosting Options
  • WordPress.org Setup
  • WordPress Themes

Design Principles and Website Copy

  • Web Design Principles
  • Mobile-First Design and SEO
  • Copy Best Practice
  • A/B Best Practice Testing

User-Centered Design and Website Optimization

  • UX and UI Design, Benefits and Principles
  • UX Assessment
  • User Experience Improvement and User- Centered Design Methods
  • Key Optimization Performance Factors

Website Metrics and Developing Insight

  • Website Monitoring
  • Evaluation Tools
  • Implement Monitoring and Optimization Best Practice

MODULE 9 Analytics with Google Analytics

The Analytics module begins with the fundamentals of web analytics and the associated legal responsibilities and best

practices concerning data collection, consent, and privacy that enable a digital marketer to draw actionable conclusions from website or marketing channel data.

It demonstrates how to setup and configure Google Analytics and install tracking codes to glean insights about traffic and audience.

In this module, you will also explore setting campaign goals to analyze performance and customer conversion journeys.

At the end of the module, you will be able to use Google Analytics reports and features to monitor and analyze digital campaigns.

Topics covered include:

Web Analytics Fundamentals

  • Insight Types for Digital Marketers
  • Analytics Tools for Data Collection, Measurement and Analysis
  • Google Analytics Benefits and Limitations
  • Analytics Reporting Terminology
  • Legal Requirements, Responsibilities and Best Practice

Creating and Configuring a Google Analytics Account

  • Account Setup
  • Tracking Code Installment
  • Key Settings and Navigational Functions
  • Account Settings and Filters
  • Benefits and Risks of Sharing Access
  • Linking Google Analytics and Other Tools

Setting Goals with Google Analytics

  • Setup Goals
  • Match Website Activity to Goals
  • Use Goal Funnels to Analyze Customer Conversion Journey

Monitoring Campaigns with Google Analytics Reports

  • Campaign Types
  • Audience, Acquisition, Google Ads, Behavior, Events and Conversion Reports
  • Multichannel Funnels Reporting

Analyzing and Recording Google Analytics Data

  • Track Traffic Changes in Real-Time
  • Custom reporting, Annotations and Custom Segments
  • Standardized Data Process

MODULE 10 Digital Marketing Strategy

The Digital Marketing Strategy module identifies the core components of an effective digital marketing strategy and explains how to develop a successful budget plan and measure the ROI for digital activities.

It demonstrates how to set clear and actionable objectives and measurable Key Performance Indicators (KPI’s) as well as the key research activities to undertake to guide channel selection and messaging.

It also explains how to develop a creative strategy based on campaign research to engage an audience and deliver on campaign goals.

By the end of the module, you will know how to execute a digital marketing strategy supported by a channel plan, a paid media plan, a campaign action plan, and succinct strategy documentation.

Topics covered include:

Digital Strategy Fundamentals

  • Core Digital Marketing Strategy Components
  • Strategy Purpose
  • Strategy for plan communication
  • Digital Marketing and Digital Media
  • Resource Mapping

Programme scope, delivery arrangements and suitability are confirmed during enquiry.