Course Content

Unit 1: Digital Marketing Essentials

This unit aims to provide candidates with the skills and knowledge necessary for digital marketing within organisations. The four sections are: Digital Tools, Planning, Implementing and monitoring. Teaching and assessment covers SEO, PPC, ad types, email marketing, viral marketing, online PR, affiliate marketing and social media. It also looks at digital metrics in the form of VOC, A/B Tests and Usability studies. Legislations, regulations and codes of practice are examined.

Unit 2: Digital Marketing Planning

The unit aims to provide programme members with the skills and knowledge to understand the fundamental planning concepts for an online organisation together with key factors in implementation, measurement and evaluation of successful campaigns. Digital marketing has evolved from a peripheral element of organisational marketing to one which is at the hub of customer centric communications in an increasingly multi-channel environment (e.g Mobile).

The unit will consider a range of environmental factors both internal and external (e.g. Legal) that will shape and influence the digital marketing planning process. Various e-business models will be explored. In addition, similarities and differences covering the mix elements in traditional and digital marketing will be addressed along with issues such as relationship marketing, permission and consumer concerns around privacy, trust and security.

Unit 3: Marketing & Consumer Behaviour

This unit aims to provide you with the skills and knowledge necessary in managing marketing communications and brand support activities within organisations. The unit explains the links between communications and marketing and provides knowledge of fundamental theories of consumer behaviour, and their application to marketing communications.

 

Course Assessment

To successfully gain the Diploma in Digital Marketing you must pass one assessment for each of the three units listed below.

  • Unit 1: Digital Marketing Essentials
    Written assignment
  • Unit 2: Digital Marketing Planning
    Written assignment
  • Unit 3: Marketing & Consumer Behaviour
    Written assignment