ADVANCED DIGITAL MARKETING COURSE PROSPECTUS · Best practice on how to design search and display paid advertising on Google’s advertising platform. E-mail Marketing How to design

ADVANCED DIGITAL MARKETING COURSEPROSPECTUS

The Digital Marketing Course offers you a wide spectrum of accredited modules to study that are hyper-relevant within the business context.

This course will empower you to take a leap in your current career or job status. People will be looking at you as the authority in digital marketing.

The Advanced Digital Marketing Course is perfectly suited to those who are already in marketing or advertising careers and want to gain a promotion or to advance to a more senior position.

If you are ready to propel yourself in the fastest-growing career of the century then the Advanced Digital Marketing Course is just for you!

The Advanced Digital Marketing Course will give you everything you need to succeed in the corporate world of marketing and advertising. Studying this course will help you to develop a solid digital marketing strategy for your business.

Search Engine Optimisation Advanced knowledge on SEO techniques and

how to analyse your web analytics.

Paid (PPC) Best practice on how to design search

and display paid advertising on Google’s advertising platform.

E-mail Marketing How to design and segment an e-mail

campaign which will capture leads.

Digital Copy Writing How to design advertising and marketing copy to

suit your target markets and capture attention.

Marketing Communications Marketing management communication concepts that are fundamental to any marketing campaign.

Project management How to manage and run large teams of projects to generate good results.

Public Relations Fundamentals of Digital Public

Relationship Principles

Social Media MarketingHow to design relevant social media

campaigns to capture your target market on a variety of social media channels.

Mobile MarketingBest practice on how to design mobile marketing campaigns.

Content Marketing How to design different pieces of content marketing

copy that suit your specific target audience.

Marketing Strategy How to use each digital channel

strategically within a business context

Brand Management Principles Learn the principles of successfully

managing a brand

*Please see modular breakdown for a comprehensive look at the modules on this advanced digital marketing course

What you will learn

WHAT IS COVERED ON YOUR COURSE?

MODULE 1 INTRODUCTION TUTORIAL

MODULE 2 INTRODUCTION TO DIGITAL MARKETING• Marketing in the Digital Age Introduction• Components of a Marketing Plan• Core differences between advertising and marketing• Understanding your Digital Target Market• SEO Overview• Introduction to Display and Search Advertising• Social Media Marketing Outline• Content Marketing Overview• Email Marketing Overview• Mobile Marketing Overview• Web Analytics Outline

MODULE 3 DIGITAL MARKETING STRATEGY• Fundamentals of Digital Marketing Strategy• Digital Research and Analysis• Creating Value out of Marketing Ideas • Marketing in a New Venture

MODULE 4 CONTENT MARKETING STRATEGY • Introduction to Content Marketing• Approaching your Content Marketing• How to Structure your Content Marketing• Distribution of your Content Marketing• Analysis of Content Marketing Data

MODULE 5 DIGITAL COPYWRITING• Introduction to Copywriting• Digital Copy Influence• Digital Touchpoints• The Role of a Copywriter• Digital Marketing Channels• Mobile Marketing• Writing for Social Media• Writing for Emails• Writing for Landing Pages• Press Releases

MODULE 6 DEFINING YOUR AUDIENCE • Creating your Persona• Creating Brand Copy Guidelines• Your Online Audience• Persuasive Language• Reading on Mobile Devices and Online Mediums• Storytelling for Brand Extension

MODULE 7 WRITE ADVERTISING COPY• Assess advertising copy media / channels and target

market characteristics• Write advertising copy• Evaluate an advertising copy against given

specifications • References • Unit Standard Paper

MODULE 8 SOCIAL MEDIA MARKETING• Introduction to Social Media• Content Creation Across Social Media Platforms• Creating Social Media Content that Drives Engagement• Social Media Strategy planning

MODULE 9 MANAGING A SOCIAL MEDIA COMMUNITY• Creating a Community Strategy Introduction• Difference between Community Management and

Social Management• Community Engagement Guidelines• Online Reputation Management• Social Media Personalities• Using Customer Service in Social Media• Crowd Sourcing and Market Research• Skills of a Social Media Manager

MODULE 10 ONLINE PUBLIC RELATIONS • Introduction to PR and the Internet• Advantages of the internet• The New Age consumer• Communication in the digital age• Online tools for PR• Websites

COURSE MODULES

• Content of a website• Design of a website• Article Syndication• Online Monitoring

MODULE 11 MARKETING COMMUNICATION CONCEPTS • Identify and explain marketing communication

concepts and ideas• Implement low and high focus thinking• Explain and apply lateral thinking processes• References • Unit Standard Paper

MODULE 12BRAND CONTACT• Introduction to Brand Contact • New wave of Brand Touchpoints • Benefits of Brand Cohesiveness

MODULE 13 BRAND POSITIONING • Introduction to Brand Positioning • Brand Differentiation • Product Differentiation and Positioning • The Importance of Brand Positioning • Brand Positioning Mantra • Product Positioning Strategy • Competitive Brand Positioning • Determining the Brand Category for Positioning • Branding Perceptual Mapping

MODULE 14 SUPERVISE A TECHNICAL PROJECT TEAM • Understand project management and supervision

practices• Supervise a technical project team during the project

initiating phase• Supervise a technical project team during the project

planning phase• Supervise a technical project team during the project

execution phase• Supervise a technical project team during the project

monitoring and controlling phase• Supervise a technical project team during the project

closing phase• Glossary• References • Unit Standard Paper

MODULE 15 SEO AND ANALYTICS • Introduction to SEO• Fundamentals of SEO• Identifying Website Problems• Keyword Research in SEO• Optimising your Content for SEO• Link Building Techniques for SEO• Analytics Fundamentals• Tools of Google Analytics• Reporting and Optimization In Analytics

MODULE 16 SEGMENTATION IN GOOGLE ANALYTICS• Google Analytics Segmentation

MODULE 17 COOKIES AND TRACKING• Introduction to Cookies and Tracking• Google’s Tracking Codes• How Cookies Work on the Web• Setting up Google Analytics• Additional Google Analytics Set-up• Customisations

MODULE 18 EMAIL MARKETING• Introduction to Email Marketing• Email Marketing Execution• Writing for Email• Analytics for Email

MODULE 19 MOBILE MARKETING• Introduction To Mobile Marketing• Communication Channels in Mobile Marketing• Mobile Apps• Mobile UX• Approaching content for Mobile

MODULE 20 PAID ADVERTISING• Introduction to Paid Online Advertising• Planning a Digital Marketing StrategySearch Engine Advertising• Social Media Advertising• Display Advertising• Measuring and Optimising Social Media Advertising

MODULE 21 REQUIRED DOCUMENTS

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1st Floor 292 Surrey Avenue Ferndale Randburg

How you can learn at DSMAll courses at DSM are delivered on our state-of-the-art online learning platform. It is jam packed with videos and infographics so that you can take your learning experience to the next level. On our learning platform, there are:

200 videos 100 infographics Assessments

Slides Progress trackers Interactive feedback

Office 0861 428 710 | Fax 011 781 2941Email [email protected] www.digitalschoolofmarketing.co.za

AccreditationMICT | SETA

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YOUR COURSE PACK INCLUDES

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