Course Outline

Module 1: Digital Marketing Strategy and Audience Engagement

• Introduction to digital marketing
• Digital marketing channels and platforms
• Digital marketing objectives
• Audience identification and segmentation
• Understanding customer journeys
• Digital marketing strategy development
• Brand positioning in digital environments
• Selecting appropriate digital channels
• Digital marketing planning and implementation
• Case Study: Analyse an organisation's digital marketing approach and identify opportunities for improving its online reach and audience engagement.

Module 2: Search Engine Optimisation and Online Visibility

• Introduction to search engine optimisation
• Search engines and search behaviour
• Keyword research and search intent
• On-page SEO fundamentals
• Website content optimisation
• Titles, descriptions and headings
• Internal linking and website structure
• Content and search visibility
• Basic SEO monitoring and measurement
• Activity: Develop a basic SEO plan for a selected organisation, product or service.

Module 3: Social Media Marketing and Content Strategy

• Social media platforms and their applications
• Social media audience identification
• Social media strategy development
• Content planning and calendars
• Copywriting and digital storytelling
• Visual and multimedia content
• Audience engagement and community management
• Managing comments, messages and feedback
• Social media brand consistency
• Activity: Develop a social media content plan covering target audience, platforms, content themes and publishing schedule.

Module 4: Digital Campaigns and Online Advertising

• Digital campaign planning
• Campaign objectives and key performance indicators
• Audience targeting
• Digital advertising fundamentals
• Paid social media advertising
• Ad formats and creative content
• Campaign budgets and scheduling
• Campaign monitoring and optimisation
• Measuring campaign effectiveness
• Simulation: Develop and manage a simulated digital marketing campaign from audience selection and content development to campaign monitoring.

Module 5: Digital Marketing Analytics and Performance Management

• Introduction to digital marketing analytics
• Website and social media metrics
• Reach, engagement and conversion measures
• Campaign performance analysis
• Audience behaviour and insights
• Tracking digital marketing objectives
• Reporting and data visualisation
• Identifying areas for improvement
• Using performance data to inform marketing decisions
• Case Study: Analyse digital marketing performance data and prepare recommendations for improving campaign effectiveness.