This course covers a wide range of topics essential for Digital and Social Media Marketing professionals. Participants will gain insights into digital communication platforms, macro environmental factors impacting digital marketing, dynamics of the digital marketing environment, promotion strategies, marketing technologies, marketing data analysis, forecasting techniques, and customer engagement strategies. By the end of the course, participants will be equipped with practical skills and knowledge to develop and execute effective digital marketing campaigns, engage customers in digital spaces, and drive business growth.

After the successful completion of this course, you will be able to:

Digital Marketing and Communication Platforms

⦁ Understanding Digital Communication Platforms.
⦁ Analysing Key Classifications of Digital Communication Platforms.
⦁ Identifying Types of Digital Communication Platforms.
⦁ Evaluating Capabilities of Digital Platforms.


Macro Environment in Digital Marketing Context

⦁ Understanding the Marketing Environment.
⦁ Exploring Digital Marketing Environment.
⦁ Brexit's Impact on Marketing.
⦁ Understanding Crowdfunding Dynamics.
⦁ Navigating International Trade Agreements.
⦁ Addressing Global Warming Concerns Through Marketing.
⦁ Navigating Legal Concerns in Digital Marketing.


Dynamics of a Digital Marketing Environment

⦁ Understand the Fundamental Elements Comprising Digital Marketing Strategies and Channels.
⦁ Explore Innovative Strategies to Thrive in a Competitive Market, Adapting to Changing Dynamics.
⦁ Develop Skills in Tracking and Analysing Social Media Activities for Informed Digital Marketing Decisions.
⦁ Arm Yourself with Tools and Techniques for Sentiment Analysis to Gauge Public Opinion.
⦁ Develop Proficiency in Digital Marketing Analytics Using Data-driven Insights to Optimise Strategies and Achieve Objectives.


Digital Promotion Dimensions and Strategies

Understand the concept of digital promotion, including the four dimensions involved in effective digital promotion.
Identify and differentiate between various digital marketing channels and their respective types.
Analyze key elements crucial for the development and execution of successful social media strategies.
Gain insights into multichannel marketing, including its definition and significance in the digital landscape.
Evaluate digital activities and recognize the benefits and drawbacks associated with multichannel marketing approaches.


Digital Marketing Technologies

Acquire knowledge about different digital marketing technologies and their diverse applications in the digital landscape.
Understand the role of big data in the context of digital marketing and its significance in shaping marketing strategies.
Comprehend the concept of social media marketing and its fundamental principles, exploring how businesses engage with audiences through social media platforms.


Digital Marketing Tools

Define various types of social media marketing and differentiate their applications in digital marketing strategies.
Identify and categorize digital marketing tools, including their features and functionalities in the context of online promotion.
Explore mobile marketing tools, examining their applications and significance in reaching and engaging mobile audiences effectively.
Examine SEO marketing tools, gaining proficiency in utilizing tools that optimize website visibility and search engine rankings.
Explore the functionalities and advantages of the Google Display Network (GDN) in digital advertising strategies.


Understanding Marketing Data

Identify various sources of marketing data and comprehend the components of data strategy.
Analyze data mining techniques and recognize data privacy issues, particularly within the UK or EU regulations.
Explore the concept of social identity and its significance in marketing strategies.
Examine the concept of a business's digital footprint and its impact on online presence and branding.
Understand the concept of technographics and its application in targeting specific consumer segments based on technology usage.

Analysis and Forecasting in Digital Marketing

⦁ Apply SWOT Analysis Techniques to Assess the Strengths, Weaknesses, Opportunities, and Threats Inherent in Digital Marketing Strategies.
⦁ Utilise TOWS Matrix Analysis to Strategise Digital Marketing Plans by Aligning Internal Strengths and Weaknesses with External Opportunities and Threats.
⦁ Demonstrate Proficiency in Scenario Planning for Digital Marketing, Forecasting Future Trends, and Anticipating Outcomes to Develop Effective Strategies.
⦁ Classify Diverse Digital Media Types in Marketing Campaigns.
⦁ Create and Use a Digital Marketing Scorecard to Evaluate and Monitor Key Performance Indicators (KPIs) to Measure the Success of Digital Marketing Campaigns.


Engaging Customers in Digital Marketing

⦁ Understand the Integration of Electronic Technologies in Customer Interactions and Services.
⦁ Analyse and Apply Various Strategies and Techniques in Digital Marketing Campaigns.
⦁ Understand the Stages of Attention, Interest, Desire, and Action in Customer Behaviour.
⦁ Utilise Platforms Designed for Engaging and Connecting with Customers Digitally.
⦁ Understand Evolving Trends Shaping Digital Customer Experiences.
⦁ Implement Tailored Strategies to Individual Customer Preferences in Digital Marketing Efforts.

1. Digital Marketing Strategist
2. Social Media Manager
3. Digital Marketing Analyst
4. Marketing Data Scientist
5. Customer Engagement Specialist
6. Digital Marketing Coordinator
7. Marketing Technology Specialist
8. Digital Branding Manager