Digital Marketing is revolutionising the marketing landscape at such a pace that many companies are finding it hard to keep up. The fact is, the traditional way of doing things is fast becoming obsolete. With digital marketing, you are entering a thriving industry that embraces change and “out of the box” thinking

This Extended Diploma is designed to enable you to take that first step if you are not in this industry or to better understand digital marketing.  It will equip you with the necessary knowledge and certification that should allow you to embark on a career in digital marketing. Learn from industry experts and have a real-world experience by managing real clients and accounts. Hone your skills and understand how to thrive in this industry by gleaning essential knowledge of what actually works. Business, Management or Marketing

Overall Programme Outcomes

On completion of this programme, you will:

  • Gain a clear understanding of the value of Digital Marketing and why it is a vital component of an organization’s overall marketing strategy
  • Be able to plan, create and effectively manage Search, Social Media, Mobile and Email Marketing campaigns
  • Be able to integrate Digital Marketing plans into an organization’s overall marketing strategy
  • Be able to drive new visitor traffic to an organization’s website while improving online conversion rates
  • Understand how Digital Marketing can help an organization to grow its business – domestically and internationally
  • Be able to identify various online applications and resources that can help build effective and profitable websites
  • Be able to measure and analyse the visitor traffic of an organization’s website to continuously develop and improve Digital Marketing efforts

Entry Requirements

If you are an adult you will be admitted on the basis of evidence to suggest that you will be able to fulfil and benefit from the objectives of the programme and achieve the standard required for the award

Assessments

For units one to six, the assessment method mainly comprises:

Class participation:          20%
Hands on Workshop:       50%
Final Assignment:             30%

Unit 7 is a Final Project of not more than 6,000 words

This course has been endorsed under the ABC Awards and Certa Awards Quality Licence Scheme

Programme Structure

The Level 4 Extended Diploma in Digital Marketing accrues 120 credits over 6 Units of 15 credits each and a final work-based project accruing 30 credits as follows:

Unit 1:   Introduction to Digital Marketing

Unit 2:   Search Engine Optimization (SEO)

Unit 3:   Search Engine Marketing (SEM) & Pay Per Click (PPC) Advertising

Unit 4:   Email Marketing

Unit 5:   Social Media Marketing

Unit 6:   Web Analytics

Unit 7:  A Final Project

Unit 1: Introduction to Digital Marketing

Learn the fundamentals of digital marketing looking at key channels, concepts and metrics. This unit focuses on the key digital techniques that are needed to create a successful digital marketing campaign

Upon completion of this unit, you will have understood and be able to apply:

  • The fundamentals of digital marketing
  • The various channels for digital marketing
  • Social Media Marketing concepts
  • Email and Content marketing concepts
  • The principles of SEO and characteristics of effective landing pages
  • Basic Google Analytics
  • Google Adwords Concepts
  • Facebook Advertising Concepts

Unit 2 – Search Engine Optimization (SEO)

Learn the technologies, techniques, and strategies required to achieve high rankings on search engines, and why Search Engine Optimization is one of the most cost effective promotional strategies available

Upon completion of this unit, you will have understood and be able to apply:

  • The concepts of Search Engine Optimization
  • On-page and off-page optimization for websites
  • The role of content marketing in SEO

Unit 3 – Search Engine Marketing (SEM) & Pay Per Click (PPC)

Understand the importance of and effectiveness of Paid Search and Search Engine Marketing to increase the productivity and effectiveness of digital marketing campaigns. Be able to compare and contrast organic search engine optimisation practices with pay-per-click strategies.  Learn how to select the best methods and create an effective search engine marketing campaign to achieve promotional goals

Upon completion of this unit, you will have understood and be able to apply:

  • Search Marketing
  • Search Keyword Planning
  • Organic Search Marketing
  • Paid Search Marketing
  • Google Adwords for search engine marketing & remarketing

Unit 4 – Social Media Marketing (SMM)

You will understand the power of Social Media Marketing as an effective and cost-effective digital marketing technique. Social media comes with several tools (Facebook, Twitter, Instagram, LinkedIn, The learnerTube) which you shall master to increase both the productivity and effectiveness of the campaigns

Upon completion of this unit, you will have understood and be able to apply:

  • The processes to establish a sustainable presence on the social media platforms relevant to the learner B2B or B2C business
  • Social media strategy and planning
  • Social media content creation for brand
  • Effective social media practices on various networks
  • Influencer Marketing
  • Social media marketing tools for social listening and social media management

Unit 5 – Email Marketing

Email Marketing is designed to assist marketers and businesses in improving email marketing strategy through detailing key aspects of successful email marketing campaigns

Upon completion of this unit, you will have understood and be able to apply:

  • Why email is an important digital communications tool for an organization to use
  • How to build effective email marketing lists
  • The importance of choosing an email marketing service provider
  • How to design and create effective email campaigns for lead nurturing using email marketing tools
  • The key success factors for email marketing campaigns, including content, creative and design
  • Key email marketing metrics
  • How to optimise email marketing campaigns to improve performance

Unit 6 – Web Analytics

Web Analytics introduces the key aspects of digital analytics and measurement to better understand website and digital marketing campaign performance

Upon completion of this unit, you will have understood and be able to apply:

  • The fundamentals of web analytics and measuring clickstream data
  • The key tools and vendors available for successful measurement of web activities
  • How to utilise qualitative insights alongside web analytics and the tools available to achieve this
  • The fundamentals of testing and optimisation to assist in improving performance in the future

Unit 7 – Final Project

The mandatory Digital Marketing Project is an all-encompassing project in which you will apply the skills learned in Units 1 to 6 and implement a project of your own choice under the guidance of experienced mentors

By the end of this project, you should be able to apply the following skills:

  • Create a brand strategy and marketing plan to meet business goals
  • Create an effective website / landing page
  • Make a content plan for inbound marketing on website and various channels
  • Create a media plan for a paid advertising campaign using various channels
  • Define KPI and monitor key metrics to optimise website and campaigns
  • Present the project outcome

Acquire the knowledge and ability to apply various techniques and tools used in public relations, promotional marketing and effective use of social media to advertise and build brand and reach a wider audience or customer base.

The Modules

Overall Learning Outcomes

On completion of this module, learners will be able to:

  • Acquire the various key concepts and principles relating to Social Media Advertising.
  • Acquire the knowledge and ability to apply various techniques and tools to undertake effective Social Media Advertising.

Topics covered include

  • What is Social Media?
  • What is Social Media Advertising?
  • Why is Social Media Advertising Important?
  • The Steps to Establish Social Media Advertising Strategy
  • The various Social Media Channels
  • The various tools for measuring activity of Social Media
  • The Core Principles of Social Media Advertising
  • Case Studies

Course Structure

An Executive Diploma comprises of three correlated modules. Our Executive Diplomas are professional diplomas delivered in a manner that gives you the flexibility to learn at a time and place that suits your personal and work life. You can embark immediately on an Executive Diploma knowing you can fit it into your schedule.

Assessment

There are 50 Multiple Choice Questions (“MCQ”) for each module. If you start an MCQ session please remember that it will time-out after 1.5 hours. You have three attempts at the MCQ to achieve a pass mark, which is set at 50%. This course has been endorsed under the ABC Awards and Certa Awards Quality Licence Scheme.

Admission Criteria

You should show that you will be able to fulfil and benefit from the objectives of the diploma or certificate and be able to achieve the required standards. Although no prior knowledge is required you should normally be at least 16 years old and have the following:

  • Level 2 (QCF) Certificate; or
  • 4 GCSEs at grade C or above; and/or
  • Relevant work experience.

Delivery Mode

Mode A: Fully Taught mode

Available at selected Approved Learning Centres. For each module we recommend that Approved Learning Centres provide at least 12 hours of face to face lectures and tutorials.

Mode B: Blended Learning mode

Available at selected Approved Learning Centres where classes are held plus learners are given a complete set of learning materials to facilitate independent study which can be accessed through our designated Learning Portal.

For each module we recommend that Approved Learning Centres provide between 6 and 12 hours of lectures/tutorials and that you spend at least 12 hours learning online.

Location

For the Blended and Fully Taught modes please Contact Us for an Approved Learning Centre near you. Please note we are constantly adding Approved Centres.

For the Fully Online Mode you may enrol immediately.

Participants will be awarded a Diploma of Achievement in Digital Marketing upon successful completion of the Module.

The Module

Learning Outcomes

On completion of this module learners will be able to:

  • Develop an actionable digital marketing plan to allow growth of business.
  • Use tools such as RACE Framework and SEO Friendly Content Writing to implement in the marketing side of a business.

Topics covered include

  • Digital Marketing Primer
  • Audiences and Brand Development
  • Planning and Strategy
  • Research Methodologies
  • Collaborative Practice

Assessment

50 Multiple Choice Questions which must be completed within 1.5 hours.

Recommended study time in notional hours

200 hours for each Single Subject Diploma.

Delivery Mode

Mode A: Fully Taught mode

Each fully taught Module has a recommended face to face lectures and tutorials of not less than 12 hours.

Mode B: Blended Learning mode

Each blended Module has a recommended face to face lectures of 6 hours of face to face lectures and provide full access to online learning material.