Digital Marketing

Course Outline

Module One: Thinking About Digital Marketing - The first module introduces students to the broader topic of digital marketing and industry terminology.

Module Two: Creating Your Digital Assets - This module also goes into detail on developing and designing websites for desktop and mobile devices, ensuring that your user is left with the best possible user experience while your business benefits from an increase in conversions and sales.  

Module Three: Earned Media - Earned media is a term that has evolved as a result of digital marketing, and is used to denote any form of user engagement which takes place as a result of customers seeking out your brand through a social touch points such as Facebook or Twitter. Module Three teaches students to leverage this sought-after form of engagement.  

Module Four: Creating & Monitoring Your Buzz - In the interconnected world of today, no brand is safe. In Module Four you will learn how to stem the flow of negative conversation while creating and driving your loyal brand ambassadors to naturally promote your business offerings. You will also learn how the Internet revolutionised the PR sector and how to leverage this.

Module Five: Managing & Maintaining Customer Relationships - Email Marketing is one of the key online CRM tactics, but it is not the only one. In this module you’ll learn about the importance of customer relationships and how to manage these effectively through digital channels.

Module Six: Affiliate Marketing & Mobile Engagement - Here, you’ll learn how affiliate marketing campaigns work and what the benefits are of using this form of advertising and about the many possibilities of marketing through mobile devices.

Module Seven: Paid Media - This module teaches you about Paid Media which includes the incredibly lucrative pay per click advertising model as well as display advertising which makes use of rich, graphical designs to promote your brand.  

Module Eight: Optimising Your Digital Campaigns - A hallmark of digital marketing is the ability to tweak campaigns on-the-fly, allowing you to optimise your efforts for the highest possible ROI. This module will introduce you to the exciting discipline known as web analytics, which will equip you to make data-driven, decisions on how to steer your business and marketing efforts.

Module Nine: Research Project - In the first week of the course you will receive the research project assignment and will have the duration of the course to complete it. You will spend this week finalising and submitting your research project. Students are also encouraged to prepare for the exam which takes place the following week.