Overview

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Digital Marketing Institute is the global standard in Digital Marketing Certification. Our mission is to give our students the confidence and knowledge they need to advance in their careers through this specialization. This course covers data-driven decision-making, digital marketing strategy development using key frameworks, and the practical execution of strategies, focusing on performance metrics, challenges, and techniques to drive growth. After completing this course, you will be able to: - • To identify how good quality data and web analytics are used by organizations to inform decision-making • Understand the fundamentals of data, the characteristics of the different types of data and how it is all managed • To demonstrate an understanding of how data and insights from data can be turned into valuable marketing actions that generate a higher ROI • To select the correct tactics and channels to use based on objectives and target audience • To demonstrate an understanding of how the new customer journey, marketing technology, omnichannel strategy, and the strategy control process can enable effective digital strategy execution and guide organizations towards achieving long-term goals and objectives • To demonstrate an understanding of how digital strategy and activities can support business strategy and drive the growth of an organization The first module covers the importance of cultivating a data-driven mindset, focusing on data collection, management, and the ethical use of data to improve decision-making and generate higher ROI. In the second module, learners will explore various techniques for developing a digital marketing strategy, including SWOT analysis, PESTEL, and key frameworks such as SOSTAC, RACE, and SMART objectives. These tools will enable learners to create a solid foundation for their digital strategies. The final module dives into the practical aspects of executing and tracking digital marketing strategies using action plans, addressing challenges such as complex customer journeys, marketing technologies, and data privacy regulations. Learners will gain expertise in evaluating performance metrics, including SEO visibility, PPC conversion rates, and Customer Acquisition Costs (CAC), and will explore techniques to drive growth and expansion. This course provides both the strategic frameworks and practical tools needed to succeed in today’s digital marketing landscape.

Syllabus

Using Data to Inform a Digital Strategy

This module begins by looking at how, by effectively collecting and analyzing data, and becoming digital-first, organizations can cultivate a data-backed mindset and minimize the guesswork in their decision-making. It then moves onto the characteristics of different types of data and best practices for data management. The module then delves into how organizations also need to be mindful of their obligations when using data, how to ensure it is collected in a transparent and ethical manner, and how to take steps to protect it. The module concludes by discussing how data and insights from data can be turned into valuable marketing actions that generate a higher ROI.

Digital Marketing Strategy Development

This module begins by identifying tactics and techniques for developing a digital marketing strategy. It explores techniques including SWOT analysis and PESTEL to develop an external situational analysis, and the frameworks associated with implementing a digital strategy including SOSTAC, RACE, the 4 C’s, and AAAR. It also examines how to develop, document, and plan a digital strategy using SMART objectives.

Executing a Digital Marketing Strategy to Drive Business Growth

This module begins by how to use a digital marketing action plan template to develop, communicate, and track the implementation of the digital marketing strategy. The module then explores and digs deep into a range of contemporary challenges facing effective strategy execution, including complex customer journeys, the marketing technology stack, and data privacy regulations. You will evaluate the digital marketing performance metrics that inform long-term strategic decisions, including SEO visibility, PPC conversion rates, social media engagement rates, and Customer Acquisition Costs (CAC) across all channels. The module concludes by exploring digital techniques and marketing tactics to drive growth and expansion in an organization.