Introduction to Digital Marketing
All current innovation in marketing is through digital channels. This opening lecture demonstrates the power of applying digital concepts across the marketing function in any business.
Search Engine Optimization
SEO is about attracting the right customers at the right time. This module will equip you with the core understanding, technical knowhow and insight to build an SEO strategy that will stand up in today's fiercely competitive online marketplace.
Search Engine Marketing
SEM aims to promote websites by increasing their visibility in search engines through both optimization and sponsored placements. You will learn how to use them both in tandem to achieve the best results.
Pay per Click Marketing
Pay per click (PPC) advertising campaigns allow you to maximise your company's visibility on key search engines such as Google, Yahoo and Bing. You will learn to develop an effective PPC strategy and achieve demonstrable return-on-investment (ROI). This module provides you with the essentials of planning and managing PPC campaign.
Email Marketing, when carried out properly is still one of the most effective forms of digital marketing. This module will teach you about Data Protection, Opt-In Subscriber Management, E-Mail Design and Content, Email Delivery and Reporting.
Social Media Marketing
This module will provide you with the know how to plan and manage your communications and marketing through the rapidly emerging and influential social networks. It will provide you with techniques and tools to understand and harness the opportunities provided by best practice social media marketing and online PR.
Digital Display Marketing
This module will provide you with a comprehensive understanding of the creation deployment and management of Digital Display Advertising including display, search, affiliate, email, mobile & social, to give delegates the broadest view of digital advertising opportunities.
This module provides you with a solid understanding of the rapid evolution of mobile marketing landscape. Focusing on cutting-edge case studies you will gain knowledge of the technologies and terminology of mobile marketing.
Your digital marketing is only as effective as the analytical insights derived from online activities. This module guides you through web analytics and other data sources to better understand site visitor characteristics and behaviour. You will understand the most important and appropriate metrics and how to use them to improve your digital activities.
Planning Integrated Digital Marketing Campaigns
Digital Marketing is driving the agenda in marketing departments and this module will teach you the complexities of planning, buying and executing a marketing campaign that integrates traditional marketing with all digital activities including display, search, affiliate, email, mobile and social.