Professional Diploma in Digital Marketing

Introduction:

Study for an internationally recognised digital marketing qualification online with UWE. Combining the experience of our marketing lecturers and the Digital Marketing Institute's (DMI) state-of-the-art learning materials, you get the best of both worlds as well as the flexibility of being able to study whilst working.

The term Digital Marketing refers to all marketing activity that uses the Internet and electronic devices. As these technologies continually evolve, digital marketing has become a more challenging area to work in. Professionals who have the skills to navigate this environment are always in high demand.

Marketing Week's own data confirmed that "digital roles in marketing are among the fastest growing in the industry". The pace and breadth of change can be daunting, whether you are an existing digital practitioner or new to the game. 

Our programme covers the latest information on all the key digital topics needed to progress in the digital world: you'll learn about Google Ads, social media marketing, SEO and much more. The programme will be delivered by experienced practitioners and academics.

When you sign up for the course you automatically become a member of the Digital Marketing Institute (DMI) which means you get access to an extensive toolkit of resources, e-books, podcasts, lessons and much more, all of which can greatly support your learning and career.

You will be able to update your knowledge and skills in every area of digital marketing, as well as obtaining the in-depth knowledge needed to  turn you into a specialist in your preferred digital marketing sector.

All of the teaching will be delivered online, once a week in the evening, by one of UWE's specialist lecturers. Learning materials in the form of video walkthroughs and recorded material are available to view at any time.

The Faculty of Business and Law, UWE Bristol, is a registered training provider with the DMI, which is the global certification standard for digital marketing. The DMI certifies digital professionals in over 70 countries. Upon completion of this course participants gain an internationally and industry-wide recognised digital marketing qualification.

The Professional Diploma in Digital Marketing is an in-depth programme created and validated by digital marketing industry specialists. The course syllabus is the most widely taught in digital marketing.

Who's it for?

The Professional Diploma in Digital Marketing is ideal for candidates seeking to gain a fundamental understanding of the digital skills needed to implement a digital strategy for their organisation. In addition it enables them to formulate, run, and measure effective digital marketing campaigns.

This could include:

• Traditional Marketers and Marketing Executives

• Marketing Managers and Senior Management

• Recent Graduates

• Career Changers

• IT Managers

• Small Business Owners

• Entrepreneurs

• Anyone in marketing or business who wishes to demonstrate proficiency in digital marketing

• Those responsible for developing or implementing a digital marketing strategy for their organization

Entry requirements

• There are no formal entry requirements but we usually recommend that you have some understanding of marketing.  You may have completed a previous qualification in marketing, or you may have some previous experience of working in marketing.

Structure

Content

Introduction To Digital Marketing

The Introduction to Digital Marketing module helps you get to grips with the fundamentals of digital marketing. You'll learn about the key concepts of digital marketing and how it differs from traditional marketing, as well as how these two practices can complement each other. 

You'll learn how to effectively use digital research to uncover audience and industry insights and to develop clear objectives for a digital marketing plan.

Content Marketing

The Content Marketing module explores the knowledge and skills required to plan and execute a content marketing strategy. You'll learn how to connect content to your buyer's journey and understand how to engage with your audience in a relevant way.

It covers content creation, content curation, and how to use scheduling tools and promotion methods. The module concludes by examining the key metrics and tools for measuring the performance of a content marketing strategy.

Social Media Marketing

This module explores the key social media platforms needed for digital marketing. You will learn techniques and best practices for growing and engaging with a social media audience as well as how to create effective paid advertising campaigns.

The module also covers how to extract and report on data from the platforms' own analytics tools in order to gain deeper audience and campaign insights.

Search Engine Optimisation (SEO)

This module begins with the fundamentals of SEO and how search engines work. It then explores why it is vital to align SEO objectives with overarching business objectives and how to use keyword and competitor research to build an SEO content plan that brings the right kind of visitors to a website.

It also covers techniques on how to boost online conversions to help stand out in today's fiercely competitive online marketplace and ensure the best possible return on investment (ROI).

Paid search (PPC) with Google Ads

In this module, you will develop an understanding of the fundamentals of search marketing within a PPC context, as well as what is involved in creating and running campaigns using Google Ads. 

Beginning with keywords and keyword research, you'll be able to create your search campaigns from the bottom up. You will learn how to manage paid search advertising budgets, and how to optimise your campaigns.

The module also covers conversion tracking and how to measure and report on the performance of paid search campaigns using Google Analytics. 

Display And Video Advertising

Covering the fundamentals of Display and Video advertising, this module teaches you how to set up, manage and optimise your YouTube channel and target, test and develop your use of the Google Display Network.

The module also explores how to effectively target and remarket to audiences, with display banners and video advertising. The module concludes by identifying the key metrics and tools required  to analyse and optimise the effectiveness of Display and Video campaigns.

Email Marketing

Your email list is still one of your most powerful assets. In this module you will learn how to manage and segment your data, test headlines and maximise open rates and ROI.  It also covers marketing automation and the importance of data management regulations.

The module introduces key email marketing tools and techniques, and explores subscriber lists and best practices in email design. It covers how to create, test, and optimize an email campaign that maximizes email open and click rates and provides an overview of the value provided by marketing automation tools.

Website Optimisation

This module teaches you how to make a winning website. You will gain the skills and knowledge to create a simple, well-designed, optimised WordPress site that not only looks good but also delivers on your business objectives.

The module also covers how to use metrics to capture, track, and measure website activity so as to develop deeper insights.

Analytics With Google Analytics

The Analytics module helps you track, monitor and optimise your digital marketing campaigns effectively to ensure that your digital marketing activities are fully optimised. You will learn how to create an effective online reporting structure for any business.

This module covers the setting of website goals as a means of analysing both performance and customer conversion journeys. It also provides detailed information on how to use Google Analytics reports and features in order to monitor and analyse digital campaigns.

Digital Marketing Strategy

This module adopts a structured approach that brings together all strands of the Professional Certification in Digital Marketing and culminates in a comprehensive, coherent digital marketing plan. 

You'll discover how to create a situation analysis, define your target audience, select measurable objectives, plan your campaign, set the appropriate budget, and measure your campaign effectively.

What do I get out of it?

The programme syllabus is validated by the Digital Marketing Institute's Syllabus Advisory Council, made up of representatives from leading digital giants, including Google, Twitter, Facebook, Microsoft and eBay.

Upon successful completion of a 3-hour Pearson VUE computer-based examination you will be a certified Digital Marketing Professional.