Digital Marketing Fundamentals
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Module 1: Introduction to Digital Marketing
Introduction
What is digital Marketing?
The benefits of Digital Marketing
Digital marketing trends
Types of digital marketing
How does it work?
Who does it attract
Rules and regulations: The legal stuff
Module 1 Assignment
9 lessons, 2 quizzes
Module 2: Search Engines, Search Engine Optimisation (SEO) and Marketing (SEM)
Introduction
What is a search engine?
What is search engine optimisation
How does it work?
Why are SEO's beneficial as a marketing campaign?
What are the risks of using SEOs
What is Search engine marketing?
How it works
The benefits of using SEM
What to watch out for when using SEM
What is Pay-Per-Click Marketing
How does it work?
Keyword Matching
How is PPC beneficial
The downside of using PPC
Module 2 Assignment
16 lessons, 2 quizzes
Module 3: Website and Web Design
Introduction
What is a website?
What is a web page?
What is a web server?
HTML and URLs
Types of websites
Websites as an effective marketing tool: the good and the bad
What is web design?
Getting started
Content
Structure
Design
Mobile Devices
Pre-launch checks
Marketing the website
Module 3 Assignment
16 lessons, 2 quizzes
Module 4: Digital Display Advertising
Introduction
What is digital display advertising?
Formats
The benefits
The greatest challenge of DDA
Targeting the right audience for a successful campaign
Measures of Success
Module 4 Assignment
8 lessons, 2 quizzes
Module 5: Email and Mobile Marketing
Introduction
What is Email Marketing?
How does it work?
Types of email marketing
Legalities
The Benefits
The Downside
Secrets of success
What is mobile marketing?
Types of mobile marketing
Privacy concerns
The benefits of mobile marketing
The downside of mobile marketing
Mobile marketing best practices
Module 5 Assignment
15 lessons, 2 quizzes
Module 6: Social Media Marketing
Introduction
What is social media/networking
How does it work?
Social Media Marketing strategies
The most popular social media platforms
Facebook
Twitter/X
TikTok
Instagram
Youtube
Linkedin
Other
Weighing the pros and cons
Social Media best practices
Module 6 Assignment
15 lessons, 2 quizzes
Module 7: Online Public Relations
Introduction
What is public relations?
What is online public relations?
How is it different from traditional PR?
The Four elements of online PR
Types of online PR tools
Article distribution
Blogs
Email Newsletters
Podcasts and Webinars
Press releases
SEOs
Social Media
Web or brand sites
How online PR works
Why should a company employ online PR strategies?
What to avoid
Module 7 Assignment
18 lessons, 2 quizzes
Module 8: Web Analytics
Introduction
What is Web Analytics?
The difference between website stats and web analytics
Off-site and on-site web analytics
Types of web analytics
Click Analysis
Customer Lifecycle Analysis
Geolocation of visitors
Page tagging
Web server log file analysis
The process web analytics
The importance of web analytics as a marketing strategy
A note on social media
Best Practices
Module 8 Assignment
15 lessons, 2 quizzes
Module 9: Planning a Digital Marketing Campaign
Introduction
Digital marketing strategies and campaigns
Objectives
Research, research, research!
Identifying the target market
Identify the means
The content
A note on timelines
Common mistakes found in digital marketing campaigns
Module 9 Assignment
10 lessons, 2 quizzes
Module 10: Digital Marketing Regulations
Introduction
The legalities: The UK
UK regulating bodies
UK legislation and guidelines
The legalities: Global
Australia
Canada
European Union (EU)
The United States
Module 10 Assignment
10 lessons, 2 quizzes
Module 1: Introduction to Digital Marketing
Introduction
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