Programme Content
Module 1: Introduction to the Digital Marketing Landscape
Understand how the current landscape of digital marketing differs from traditional marketing methods and conduct a self-assessment of your skills.
Module 2: Digital Marketing Fundamentals
Become familiar with fundamental concepts such as customer personas, segmentation, funnels and value propositions.
Module 3: A Framework for Marketing in the Digital World
Understand customer expectations in the digital age, learn how to measure return on engagement and gain insight into the vital role of data and automation.
Module 4: Understanding Customers and Generating Insights
Learn about the nature of customer insights through social data and AI, as well as customer experience mapping.
Module 5: Customer Segmentation and Behavioral Marketing
Discover the fundamentals of customer segmentation and how to select target markets based on behavior and responses.
Module 6: Content Marketing
Understand what content marketing is, and the skills and platforms involved.
Module 7: Search Engine Optimization
Learn the basics of how search engines work and how to optimize your content for searchability.
Module 8: Social Media (Organic)
Understand why you need a social media marketing strategy.
Module 9: The Customer Journey and Content Strategy
Discover how to align content strategy and innovations with customer intent.
Module 10: Brand Storytelling in a Digital World
Identify and create an effective brand story that resonates with consumers.
Module 11 Search Engine Marketing
Learn to leverage platforms such as Google Ads to find customers.
Module 12: Social Media (Paid)
Discover how to get your brand in front of relevant audiences.
Module 13: Email Marketing
Acquire best practices for successful email marketing and learn how to avoid the dreaded spam filter.
Module 14: Other Digital Channels
Explore other methods for expanding your reach.
Module 15: Accelerating Marketing Execution
Learn how to market better, faster and stronger for organizations big and small.
Module 16: Metrics and Measurement
Develop the ability to know what works and what doesn’t work in your marketing mix.
Module 17: Conversion Rate Optimization (CRO)
Create a process for optimizing your investments in marketing across all channels.
Module 18: Marketing Attribution, Testing and Experimentation
Identify your customer touchpoints to understand what, where and why customers purchase.
Module 19: Marketing Automation and AI in Marketing
Learn about software applications that can save time and increase productivity while still effectively engaging customers and managing relationships.
Module 20: Capstone Project
Build upon your key takeaways from the hands-on exercises and apply them in a final capstone project, pulling together the various topics covered in the program.
