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Each topic will enable you to build towards your own digital marketing strategy. You will learn the capabilities of the tactics, timing and techniques and what to measure to make sure your efforts return your investment (ROI). There will be a focus on creating content and the analytics you can use to measure and present results.

The course combines lecture-based learning with practical exercises and peer feedback to help develop your understanding of digital marketing. There will also be the opportunity to respond to a brief from a real company, and go head to head pitching your ideas.

Topics Covered

  • Creating clear measurable objectives
  • Customer profiling
  • Understanding the UX Design for Websites
  • Customer experience
  • Branding
  • Search Engine Optimization
  • How SEO and Social Media work hand in hand
  • Content marketing
  • Email marketing
  • Online PR
  • Affiliate marketing
  • PPC (pay-per-click)
  • Digital advertising and events
  • The impact of mobile on digital
  • Strategy and planning
  • Course Outcomes

By the end of the course you should be able to:

  • Define clear business and marketing objectives, and undertake targeted market research that will help you to reach realistic marketing goals
  • Understand the capabilities and compatibility of a large range of digital marketing tactics, such as branding, PR, SEO and social media, and content marketing
  • Understand how to reach new audiences or retain current customers
  • Have a fresh perspective on the changing climate of digital communications
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