Digital Marketing 
Essentials

Designed for non-marketers seeking to understand why digital is disrupting and transforming businesses of all types today.

 

Learn about digital consumer behavior and the customer journey, social media, the changed buying process, social selling, websites, email, and the digital mindset.

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Course Modules

With a focus on career-ready learning, and delivered through a blend of essential reading, case studies and useful toolkits, this course will quickly make you familiar with the core foundations of digital marketing.

Foundations of Digital

The basic yet vital stuff. A study of consumers’ behavior and expectations in today’s fragmented, digital marketplace. Explore the new consumer journey to purchase. Where are the opportunities for your brand? Here we talk about digital touchpoints, digital disruption and transformation – and what this means for you..

Web and Email

Here we look at key web concepts and terminology, how to create an online presence and what works for your brand. Also, online advertising and the magical art of digital conversion. The User Experience (UX) is all about bringing people where you want them to go – right to the relevant page – so we take you through the basics of good, simple but effective web design

Social Media

We look at the bigger platforms including LinkedIn, Facebook, Twitter, Instagram and Snapchat and explore what each is best at, and how brands look, feel and behave differently across the platforms – yet again, it’s all about relevance. Then, a look at social advertising and how it allows for pinpoint targeting.

The Social Customer Service

Today’s consumer is a different animal, a social animal. Social media gives you extraordinary tools to know and respond to this new animal - live chat, AI, listening reputation and more. Here you also get tactics, techniques, approaches, best practices and a full bag of customer friendly digital tricks.

The Challenges and Risks

This one covers data protection, cyber-security, identity theft, malware and hacking. Also, the less definable but equally disruptive reputational issues that social exposes us to. It’s all about some careful prep - risk mitigation (internal and external), data protection, contingency planning and readiness to respond.

The Digital Mindset

Data analytics and pinpoint targeting means you can create actionable business plans like never before. Here we look at S.M.A.R.T (Specific, Measurable, Achievable, Relevant, Timely) business goals and the importance of Key Performance Indicators (KPIs). The Digital Mindset means you think digital first.