Certified Digital Marketing Professional

About this course

This course is brought to you in collaboration with the Digital Marketing Institute, who create worldclass training in digital marketing education.

The training is delivered through a series of tutor lectures, case studies, and practical exercises.

Course Content

Through ten self-paced modules you’ll look at subjects including SEO, PPC, Email Marketing, Social Media Marketing, Analytics, Strategy, and more. At the end of the course, if you choose to go on and undertake the associated examination, you’ll gain a Digital Marketing Professional certification, an internationally recognised qualification that will benefit any CV.

Module 1 - Introduction to Digital Marketing

This module introduces the core principles and purpose of digital marketing. It will enable you to develop clear and actionable business objectives for a digital marketing plan, gain audience and industry insight by conducting digital research, and prepare the foundations for a fully integrated 360° digital marketing campaign.

Module 2 - Content Marketing

This module introduces the fundamental principles of content marketing to enable you to align contenteffectively with the Buyer’s Journey. It explores the knowledge and skills required to plan and execute a content marketing strategy in a persona-oriented, data-driven way. It also covers content creation, content curation, and how to extend the value of content using scheduling tools and promotion methods.

Module 3 - Social Media Marketing

This module introduces the key social media platforms for digital marketing and demonstrates how to set up a social media experience for a business. It explains the techniques and best practices for growing and engaging a social media audience and demonstrates how to create effective paid advertising campaigns on the key social platforms. It also covers how to extract and report data from the platforms to derive deeper audience and campaign insights.

Module 4 - Search Engine Optimisation (SEO)

This module begins with the fundamentals of SEO and how search engines work. It explains 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 how to boost online conversions to help stand out in today’s fiercely competitive online marketplace and ensure the best possible ROI.

Module 5 - Paid Search (PPC) with Google Ads

This module begins with the fundamentals of paid search and demonstrates how to implement and manage paid search campaigns using Google Ads.

It explains the key concepts underpinning bid auctions, how to manage paid advertising budgets, and how to optimise paid search campaigns. It also covers conversion tracking and how to measure and report on the performance of paid search campaigns.

Module 6 - Display and Video Advertising

This module begins with the fundamentals of display and video advertising and demonstrates how to set up and manage a YouTube channel. It covers the ad formats available with the Google Display Network and YouTube and shows how to set up and manage display and video campaigns.

It also explains how to apply audience and contextual targeting, exclusions, remarketing, and bid adjustments to target display and video ads at the right audience.

Module 7 - Email Marketing

This module explores the concepts of segmentation, personalisation, timing, and engagement and how the legislation and regulations surrounding data protection underpin an effective email marketing strategy. The module also explores subscriber list and email design best practices.

Module 8 - Website Optimisation

This module introduces key concepts underpinning effective website design and the purpose of website optimisation. This will enable you to build and publish a simple, well-designed, and optimised website using WordPress that is aligned to specified business goals. The module also covers how to use metrics to capture, track, and measure website activity to develop deeper insights.

Module 9 - Analytics with Google Analytics

This module covers the fundamentals of web analytics and the associated legal responsibilities and best practices concerning data collection, consent, and privacy that enable a digital marketer to draw actionable conclusions from website or marketing channel data. It also demonstrates how to set up and configure Google Analytics and install Google Analytics tracking code to glean insights about the website’s traffic and audience.

Module 10 - Digital Marketing Strategy

This module identifies the core components of an effective digital marketing strategy and explains how to develop an effective plan and measure the ROI of digital activities. It covers how to set clear and actionable objectives and measurable KPIs, as well as the key research activities to undertake to guide channel selection and messaging.

DMI CERTIFICATION EXAM

At the end of your training you’ll receive a Pitman Training certificate and have the opportunity to undertake the DMI certification exam to validate what you’ve learned throughout the training. You will have 6 months to complete the course and take the certification exam.