This module introduces the core principles and purpose of digital marketing. It will enable you to develop clear and actionable business objectives for a digital marketing plan, gain audience and industry insight.

The Content Marketing module will enable you to develop the knowledge and skills needed to plan and execute a content marketing strategy in a persona-oriented and data-driven way informed by business objectives, aligned with the buyer journey and overall marketing strategy.

The Search Engine Optimisation (SEO) module will enable you to build an organic search marketing strategy that brings the right kind of visitors to your website. It will help you understand how to boost conversions, stand out against competitors and ensure the best possible ROI.

This module begins with the fundamentals of paid search and it’s benefits and demonstrates how to implement and manage Pay-Per Click (PPC) campaigns using Google Ads.Through the Paid Search Module, you will understand the key concepts underpinning bid auctions, how to manage paid advertising budgets, and how to optimise paid search campaigns.

The Display and Video Advertising module begins with the fundamentals of display and video advertising and demonstrates how to set up and manage a YouTube channel.It covers the ad formats available within Google Display Network and YouTube and shows you how to set up and manage campaigns.

The Email Marketing module begins with the fundamentals of email marketing and how the concepts of segmentation, personalisation, timing, and engagement along with the legislation and regulations surrounding data protection underpin an effective email marketing strategy.

The Website Optimisation module will explore how to build and publish a well-designed, high-performing and optimised website that is aligned to your business goals. You will use the key components of web design to design, create and publish an effective website and choose the most suitable hosting option based on budget and business goals.

The Analytics module begins with the fundamentals of web analytics and the associated legal responsibilities and best practices concerning data collection, consent, and privacy that enable a digital marketer to draw actionable conclusions from website or marketing channel data.

The Digital Marketing Strategy module identifies the core components of an effective digital marketing strategy and explains how to develop a successful budget plan and measure the ROI for digital activities.

Become a Certified Digital Marketing Professional on completing this exam.