Advanced Certificate in Digital Marketing (6M22321)

Digital Marketing Strategy (6F22323)

1. Examine and apply the principles of marketing, to include the 4P’s and the SIVA model and the differences between digital marketing and traditional marketing.
2. Differentiate between the different roles within the marketing field and explain how to manage relationships with clients.
3. Interpret web analytics reports (traffic, visitor, event, ecommerce, conversion, and search) and align metrics to different business goals.
4. Design and implement a digital marketing strategy through a process of assessing the current situation in an organisation (using metrics), setting targets, devising action plans, and measuring results.
5. Explore the marketing funnel and its role in setting targets and devising digital marketing strategies.
6. Investigate a variety of digital marketing tactics to include display advertising, google search ads, affiliate marketing, PR, social medial and email marketing to different contexts. 

SEO, Search and Email Marketing (6F22325)

1. Distinguish between the different types of search engine ranking factors to include infrastructure, on-site, engagement and off-site factors, how to improve search engine positions and measure SEO performance.
2. Describe how paid search campaigns operate, devise paid search campaigns, and measure the performance of paid search campaigns.
3. Describe how paid display ads operate, devise display ad campaigns, and measure the performance of display ad campaigns.
4. Explain using examples, the role of email marketing campaigns, best practice in email marketing and how to measure the performance of email marketing campaigns.

Social Media Marketing (6F22333)

1. Distinguish between the characteristics of the four zones of social media and identify current examples of each.
2. Differentiate between a range of social metrics and their purpose to include website analytics, social engagement metrics, social awareness metrics, social share of voice, social sentiment metrics and conversion metrics.
3. Explore the motivations of those who use social media and identify the different uses of social media across generations.
4. Evaluate the current key social media platforms, their user base, user behaviour and best practice guidelines for their use.
5. Develop a content marketing plan for a business which includes setting objectives, defining an audience, devising the customer journey, selecting and developing themes, assets and channels and devising a calendar and workflow for the plan.

Digital Business Models (6F22331)

1. Explain the various steps in the customer journey, the different types of customer segments, their online behaviour, and online attitudes.
2. Explore the characteristics of innovators and the nature of disruptive v continuous innovation.
3. Generate business ideas, prioritise business ideas using screening methods and implement ideas in a business context.
4. Distinguish between the different types of business models and categories of e-commerce.
5. Devise a business model canvas for an existing or new business, in terms of: customer segments, relationships, channels, value propositions, activities, resources, partners, revenue streams, and cost structure.

Business Data Analytics (6F22327)

1. Compare and contrast the key concepts of data analytics and the different classes of analytics to include descriptive, predictive, and prescriptive analytics.
2. Distinguish between a variety of types of data and its uses to include primary and secondary data sources and quantitative, qualitative, cross-sectional, and time-series data.
3. Analyse and interpret data and use it to identify issues and develop problem statements within an organisation.
4. Demonstrate the ability to effectively gather, blend, clean and present datasets.
5. Interpret and assess a variety of data using a range of analysis methods, to include tables, charts, and correlation, to make conclusions and recommendations to solve problems within an organisation.

Advanced Web Design (6F22329)

1. Implement the principles of user experience design (UXD) and responsible design.
2. Devise an effective website strategy to include sitemap, information architecture, and content inventory.
3. Correctly set up and configure a website using WordPress.
4. Apply themes, navigation systems, menus, and widgets in WordPress.
5. Devise and implement forms and tables using WordPress.
6. Optimise a WordPress website for search engines.
7. Implement user testing techniques using WordPress to include the standard usability scale.
8. Implement WAI compliance using WordPress and check for site accessibility errors.

Digital Marketing (5N1364)

1. Outline the unique characteristics of the web as a marketing medium.
2. Differentiate digital marketing from traditional marketing practice.
3. Identify digital marketing strategies and explain their integration with traditional marketing.
4. Outline the stages of analysis, development, implementation and control of digital marketing campaigns.
5. Identify e-tools to include social media marketing, blogs, rich media, email marketing, search engine optimization, online advertising and their application to digital marketing campaigns.
6. Outline strengths and weaknesses across a range of e-tools.
7. Develop customised digital marketing campaigns to include the use of e-tools.
8. Evaluate the effectiveness of campaigns using analytical e-tools.
9. Plan a digital marketing campaign from inception to completion.
10. Choose appropriate e-tools to implement a digital marketing strategy.
11. Monitor digital marketing campaigns and use e-tools to include web analytics, social media monitoring and social bookmarking, to measure their effectiveness.
12. Demonstrate a range of client management relationship skills to establish and maintain the business-to-business process.

Marketing Communications (6N4370)

1. Analyse the a range of communication theories to include the impact of Integrated Marketing Communications (IMC) on corporate strategy and planning.
2. Examine the concept of advertising to include the role of the advertising agency and the impact of relevant legislation and regulation in the context of advertising on a chosen product or service.
3. Outline the relevant legislation, regulation and professional associations in the context of personal selling.
4. Research sales promotion to include the difference between primary and secondary sales promotion techniques and the role of sales promotion technique in relation to Integrated Marketing Communications.
5. Research public relations (PR) to include the various PR tools and their effectiveness in a marketing communications programme.
6. Differentiate between issue management and crisis management to include PR strategies to respond to both.
7. Analyse the concept of personal selling to include negotiation and sales targets and the difference between personal and non-personal forms of selling.
8. Develop an advertising campaign to include; setting objectives, identifying target audience, determining budget and identifying appropriate message and media evaluation techniques.
9. Evaluate the impact of recent trends and developments in direct marketing.
10. Analyse how effective database marketing can improve customer relationships to include the impact of the internet, social media and mobile communications as a direct marketing tools.
11. Interpret the current ethical issues around the use of PR, advertising and the use of sales promotions to include the legislation and regulation governing direct marketing to include current data protection legislation.