PROGRAMME OVERVIEW

PROGRAMME OVERVIEW

WHO IS THIS PROGRAMME FOR?

Working professionals wanting to understand the digital marketing space. Beginners looking to learn more about digital marketing strategy and execution and existing marketing professionals wanting to ramp up their knowledge in digital marketing.

WHAT CAN YOU EXPECT?

Through dynamic lectures, delivered virtually, you will gain exposure to the latest techniques and tools to improve your digital marketing and brand-building efforts. On completion you will be an accredited specialist with the expertise to understand the sometimes complicated world of digital marketing.

COURSE DURATION

The workshop comprises of eight modules which can be completed at your own pace. Each module ends with a short quiz and upon completion you will receive a SETA accredited certificate.

WHAT YOU WILL LEARN ON THIS COURSE

WHAT YOU WILL LEARN ON THIS COURSE

Upon completion of the course, you will understand the key components of digital performance marketing and have the ability to generate insightful insights to satisfy boardroom level stakeholders in your digital marketing campaigns.

DIGITAL MARKETING LANDSCAPE

  • How digital media has changed marketing
  • Roles of digital marketing
  • Global digital marketing landscape
  • Local digital marketing landscape
  • Key trends

CRAFTING A DIGITAL MARKETING STRATEGY

  • Create a set of clear and meaningful objectives for your marketing plan including a coherent project structure, milestones, deliverables and resources.
  • Conduct a situation analysis, including an assessment of your competitors, the size of the market and your current performance.
  • Develop a high level, simple clear strategy for all search marketing channels.
  • Maintain a successful strategy by continually incorporating new information and adapting to a changing landscape.

CONTENT STRATEGY & CREATION

  • Creating content pillars
  • Developing content personas
  • Editorial Calendars
  • Organic Social Media Set up
  • Facebook/Twitter/Instagram/LinkedIn
  • Reporting and Analysis
  • Tools

SEARCH ENGINE OPTIMIZATION

  • SEO fundamentals
  • Keyword research
  • Onsite and offsite optimisation techniques
  • Link building strategies
  • SEO and website structure
  • Auditing websites
  • Identifying SEO problems
  • Reporting
  • Tools

SEARCH, DISPLAY & PROGRAMMATIC

  • Data ecosystem
  • Roles within data
  • Cookies and the future
  • Google Analytics
  • Google Tag Manager
  • Analytics and reporting
  • Tools

PAID SOCIAL MEDIA ADVERTISING

  • Advertising on Social Media Platforms
  • Setting up your advertising campaigns
  • Payment models based on your business goals
  • Facebook /Instagram set ups
  • LinkedIn solutions
  • Twitter advertising solutions
  • YouTube Advertising and design strategies
  • Setting up marketing budgets for different platforms
  • Understanding your advertising metrics and setting KPI’s

DATA & ANALYTICS

  • Search advertising
  • Display advertising
  • Video advertising
  • Social media advertising
  • Mobile Advertiising
  • Analytics and reporting
  • Tools

ANALYTICS IMPLEMENTATION

  • Setting up tags
  • Setting up Google analytics
  • Aligning goals with business objectives
  • Goal tracking
  • Event Tracking
  • Navigating Google Analytics
  • Attribution Modelling
  • Reporting
  • Tools

Assessments and Certificates

Assessments and Certificates

This flagship course is certified by the MICT SETA in South Africa and is an NQF Level 5 qualification which carries 15 credits. Once a learner has completed the workshop and deemed competent by the team of facilitators they will then receive a certificate of qualification from the MICT SETA. Each learner will also receive a Do Digital Academy certificate and a digital badge to add to your relevant profiles.