Description
About this Course
Digital has changed the way we work, live and communicate. If you're looking for a career in digital marketing or you want to become a leader in your field with basic to no knowledge in digital marketing, then the world's most sought after Professional Diploma in Digital Marketing by the Digital Marketing Institute is for you.
The Professional Diploma in Digital Marketing will give you an in-depth 360° understanding of how to effectively strategise and implement powerful digital marketing campaigns that convert. Designed and developed by industry giants such as Google, Microsoft and Facebook, this certification delivers best current practice, theory and applied practical skills in digital and is recognised and respected by all industries globally. Become a leader in your industry, master digital.
 |
The Professional Diploma in Digital Marketing is credit-rated by the Scottish Qualifications Authority (SQA) at SCQF Level 8. This is equivalent to EQF/MQF Level 5, which continues to confirm the relevance of this industry-designed study programme. |
Course Outline
What’s it all about? How do you reach customers? How can traditional and digital media work together to create a water-tight campaign that speaks its truth across any and every channel? This module takes you through all the basics, helps you explore the buyer journey and stays rooted in practice. The goal is always to keep things clear and actionable.
Principles of Digital Marketing
- Inbound and Outbound Strategies
- Digital Media Examples
- Traditional vs. Digital Marketing
- Principles of DMI’s 3i Methodology
- Digital Channels
Developing Marketing Objectives
- SMART Objectives
Digital Research
- Audience Research
- Social Listening Platforms
- Social Listening and Audience Research Tools
Connecting with the Customer
- The Buyer’s Journey
- Five Marketing Functions
- 360 Digital Marketing Campaign
- Marketing Functions and Buyer Journey Stages
- Digital Marketing Concepts, Principles, Procedures and Tools
Project Management BONUS SOFT SKILL
- Effective Project Management Benefits
- Common Project Management Tasks
- Project Management Skill Sets
- 7-Step Framework for Managing Projects
Managing Your Time Effectively BONUS SOFT SKILL
- Ways of Effectively Dealing with Requests
- Benefits of Effective Time Management
- Distinguish between Urgent and Important Tasks
- Best Practices
- Time Saving Strategies
- Eliminating Time-Stealers
Digital marketing is fascinating and powerful because it’s person-orientated, yet also data-driven – you get to engage with how people think and also see how and what they do. This module is about creating content that speaks to people, but also about sending it out into the big wide digital world at the right time and via the right channels. Best of all, you get the ability to see what works.
Content Marketing Concepts and Strategy
- Benefits of Content Marketing
- Qualities of Effective Content
- Types of Content
- Content Alignment with the Buyer’s Journey
- Community Management
- Content Marketing Strategy
Using Content Research to Find Opportunities
- Social Listening
- Competitor Content Analysis
- Content Audit
Developing a Content Marketing Plan
- Content Marketing Goals
- Content/Business Goal Alignment
- Customer Personas
- Content Topics
- Content Calendar
- Content Management Systems
Creating and Curating Content
- Content Stakeholders
- Content Types and Formats
- Content Tools
- Content Creation and Curation
- Content Creation Best Practice
- Brand Components
- Content Personalization
Publishing and Distributing Content
- Content Platforms
- Benefits and Challenges of Content Seeding
- Content Scheduling Techniques and Tools
- Content Promotion Strategies
Metrics and Performance
- Content Marketing ROI
- Content Marketing Metrics
- Metrics and Content Marketing Strategy
Enhancing Your Creativity BONUS SOFT SKILL
- Generating Ideas and Solutions
- Tactics to Remove Creative Barriers
- Effective Recognition of Idea Failure
It’s not just social media marketing it’s a big, warm, pleasurable social media experience for your audience. Your brand needs to ring loud and clear through all the right platforms and we’re going to show you how. Learn how to grow and engage a community around your offering. Give these people more to care about. Reach further with paid marketing and get deeper insights.
Key Social Platforms for Digital Marketing
- Benefits of Social Media Marketing
- Social Media Marketer Responsibilities
- The Buyer’s Journey Stages
- Influential Social Media Platforms
- Key Terminology
Setting up a Social Media Experience for a Business
- Best Social Media Account Practices
- Facebook for a Business
- Twitter for a Business
- LinkedIn for a Business
- Instagram for a Business
- Snapchat for a Business
Growing and Engaging an Audience
- Community Techniques and Best Practices
- Content Sharing Best Practices
- Sharing Stories Best Practices
- Video Content Best Practices
- Hashtag Usage Best Practices
- Twitter Content Best Practices
- LinkedIn Content Best Practices
- Instagram Content Best Practices
- Snapchat Content Best Practices
Creating and Optimizing Social Media Campaigns
- Campaign Set-up
- Facebook and Instagram Business Manager
- Twitter Ads Manager
- LinkedIn Campaign Manager
- Snapchat Ad Manager
Developing Data-Driven Audience and Campaign Insights
- Campaign Tools Analysis
- Facebook Tools and Analytics
- Twitter Tools and Analytics
- LinkedIn Tools and Analytics
- Instagram Tools and Analytics
- Snapchat Analytics and Campaigns
You must be found. Which means you must make yourself found. Search Engine Optimisation is all about getting on that first Google page, staying top of the list and top of mind. Learn the tricks of the trade such as keywords, what kind of content attracts, how to create more engagement and the magical art of conversion. There is so much to ‘like’.
SEO Fundamentals
- Paid and Organic Search
- Key SEO Components
- Search Engine Introduction
- Common Search Query Types
- SERP (Search Engine Results Pages) Components
Aligning SEO and Business Objectives
- SEO Objective Types
- Create and Implement SEO Objectives
Keywords and SEO Content Plan
- Keyword Research Benefits
- Short and Long Tail Keywords
- Conduct Keyword Research
- Convert Keywords into SEO Content
Optimize Organic Search Ranking
- Technical Components for Visibility
- On-page Optimization
- Off-page Optimization
- SEO Audit
Measuring SEO Performance
- Traffic Sources
- SEO Metric Types
- Success Measurement
Enhancing Your Problem-Solving Skills BONUS SOFT SKILL
- Effectively Identify Problems
- Problem Solving Strategy
- Problem Solving Skill Sets
Pay-Per-Click campaigns using Google Ads, bid auctions, how to squeeze every drop of value out of paid search campaigns, the tracking of successful conversions, Google Analytics and more – this is turbo-charged marketing practice with pinpoint precision.
Fundamentals of Paid Search
- Paid vs. Organic Search
- Customer Use of Search Engines
- Paid Search Benefits
- Elements of Paid Search Campaigns
Paid Search Campaign Creation with Google Ads
- Google Ads Manager Account vs. Child Account
- Google Ads Best Practice
- Google Ads Account Elements
- Paid Search and SEO Keyword Research
- Google Ads and Paid Search Campaigns
Search Campaign Management
- Advertising Budget Management
- Google Ads Bidding
- Google Ads Bid Simulator Tool
- Optimize Paid Search Campaigns
- Google Ads Editor
Paid Search Campaign Measurement
- Paid Search KPIs
- Conversion Tracking
- Success Metrics
- Google Analytics Measurement
- Google Analytics and Search Console Reporting
The Art of Persuasion BONUS SOFT SKILL
- Persuasion when Interacting with Others
- Persuasion Techniques for Audience Proposals
- Maximizing the impact of Proposals
- Overcoming Objections to Proposals
YouTube. Because we have eyes to see. Learn how to set up, manage, analyze and optimise a channel worthy of many viewings. Also, release the sales power of Google Display Network and more. Visual is where it’s at.
Fundamentals of Display and Video Advertising
- Key Concepts, Benefits and Value
- Key Advertising Platforms
- Advertising Buying Mechanisms
- Strategy Objectives
Creating and Managing a YouTube Channel
- YouTube Channel Setup
- Video Best Practices
- Content Management Best Practices
- YouTube Analytics and Reporting
Google Display Network and Video Ad Formats
- Google Display Network Campaign Types
- Ad Formats and Sizes
Creating Display and Video Campaigns
- Google Ads Display Ad Campaign
- Responsive and Non-responsive Ads
- YouTube Channel and Google Ads Linking
- Standard Video Ad Campaigns
- YouTube Ads
Targeting Display and Video Campaigns
- Targeting Types
- Audience Targeting
- Contextual Targeting
- Advanced Google Ads Features
- Configure Ad Exclusions
- Remarketing Options
- Bidding Strategy
Measurement and Optimization
- Key Display Campaign Metrics
- Video Campaign Metrics
- Performance Analysis of Display Campaigns
- Performance Analysis of Video Campaigns
- Impact Performance Analysis
- Campaign Optimization
Are email lists still relevant? Oh yes. An email is post sent to your virtual home address so it’s important - but do it right so that email gets opened and starts your target on a click-through journey of discovery. Also see how it can all be automated for max efficiency. And let’s not forget the all-important regulatory stuff.
Email Marketing Fundamentals
- Key Concepts
- Inbound Email Marketing
- Legislation and Regulations e.g. Permissions and Data Protection
Tools and Strategy
- Key Strategy Principles
- Email Service Providers
- Recipient Sources
- Contact Databases
Marketing Automation
- Benefits of Automation Tools
- Key Process Building Blocks
Email Design
- Email Writing and Design
- The Buyer’s Journey Alignment
- Subject Lines
- Copy Essentials
- Design Best Practices
- Call-to-Actions (CTAs)
- Image Best Practices
Creating an Effective Email Campaign
- Email Campaign Creation
- Delivery Factors
- Delivery and Placement Challenges
- Campaign Management Best Practices
Testing and Optimizing an Email Campaign
- Test Components
- A/B Testing
- Key Campaign Measurement Metrics
- Optimize Open and Click-Through Rates
- Mobile Optimization
- Bounce Rates and Unsubscribes
How To Be A Better Communicator BONUS SOFT SKILL
- Benefits of Effective Communication in the Workplace
- Nonverbal Cues
- Distinguish Different Types of Communication
- Communication Strategies
What makes a winning website? This module gives you the skills to create a simple, well-designed, optimised WordPress site that not only looks good but also delivers for your business – goals and solutions stay lined up, nice and clear. Also, let’s get user-centric with best practice UX and go deep with data; activity tracking means insight - and insight is power.
Web Design and Website Optimization
- Website Optimization and SEO
- Optimization and Digital Marketing Strategy
- Design, Construction, Maintenance and Optimization in a Marketing Context
- Key Components of Web Design
Publishing a Basic Website
- Website Hosting Options
- WordPress.org Setup
- WordPress Themes
Design Principles and Website Copy
- Web Design Principles
- Mobile-First Design and SEO
- Copy Best Practice
- A/B Best Practice Testing
User-Centred Design and Website Optimization
- UX and UI Design, Benefits and Principles
- UX Assessment
- User Experience Improvement and User- Centered Design Methods
- Key Optimization Performance Factors
Website Metrics and Developing Insight
- Website Monitoring
- Evaluation Tools
- Implement Monitoring and Optimization Best Practice
Agile Thinking BONUS SOFT SKILL
- Principles of Agile Thinking
- Test and Learn Approaches
- Test and Learn Benefits to Marketers
- Applying MVP concepts to Digital Marketing Campaigns
- Agile Thinking Benefits to Marketers
Be all-seeing, all-knowing. This module helps you unleash the awesome capability of data. Discover what your customer wants, likes, needs and does. Go deep inside their journey so you can perfect their seamless path to purchase and beyond. This is not just great power, it is a super power. And we also cover the legal stuff because with that thrilling, addictive power comes responsibility.
Web Analytics Fundamentals
- Insight Types for Digital Marketers
- Analytics Tools for Data Collection, Measurement and Analysis
- Google Analytics Benefits and Limitations
- Analytics Reporting Terminology
- Legal Requirements, Responsibilities and Best Practice
Creating and Configuring a Google Analytics Account
- Account Setup
- Tracking Code Installment
- Key Settings and Navigational Functions
- Account Settings and Filters
- Benefits and Risks of Sharing Access
- Linking Google Analytics and Other Tools
Setting Goals with Google Analytics
- Setup Goals
- Match Website Activity to Goals
- Use Goal Funnels to Analyze Customer Conversion Journey
Monitoring Campaigns with Google Analytics Reports
- Campaign Types
- Audience, Acquisition, Google Ads, Behavior, Events and Conversion Reports
- Multichannel Funnels Reporting
Analyzing and Recording Google Analytics Data
- Track Traffic Changes in Real-Time
- Custom reporting, Annotations and Custom Segments
- Standardized Data Process
We give you capability, influence, reach, data, insight and tools, tools and more tools. But you still need solid objectives, otherwise you are drunk on power, driving a high-performance sports car round and round in circles on your way to the corner shop. That’s why we tie it all together with a Strategy module. Have a big and clear vision of where you really want to go, and make it actionable with budget, channel and media plans, Key Performance Indicators and more.
Digital Strategy Fundamentals
- Core Digital Marketing Strategy Components
- Strategy Purpose
- Strategy for plan communication
- Digital Marketing and Digital Media
- Resource Mapping
- Budget Planning
- ROI and Success Metrics
Setting Strategy Objectives and KPIs
- Common Business Objectives and Campaign Expectations
- Identify and Distinguish KPIs
- Past Performance and Industry Benchmarks for Forecasting
- Regular Performance Reviews
Digital Strategy Research
- Key Research Activities
- Research Mapping
- Strong Research vs. Potentially False Reports
- Owned, Accessed and Desk Research
- Audit Factors
- Audience and Competitor Research
- Social Listening Study
- Creative vs. Media Brief
Developing a Creative Strategy
- Key Creative Strategy Ingredients
- Maximize and Repurpose Creative Output
- Content Strategy Elements
- Creative Format Specifications
Executing a Digital Marketing Strategy
- Strategy Objectives
- Optimize Channel and Budget Mix
- Media Planning for Paid Channels
- Key Campaign Components
Communicating a Digital Marketing Strategy
- Stakeholder Communication Tools
- Digital Marketing Strategy Best Practice
Becoming a Strategic Thinker BONUS SOFT SKILL
- The Importance of Strategic Thinking
- Emergent Strategy
- Benefits of Strategic Thinking
- Strategic Thinking Behaviors
- Future-basing Steps
Objectives & Outcomes
At the end of this course, you will understand the various channels and activities required to plan, implement and manage a comprehensive digital marketing plan for your business.
The Professional Diploma in Digital Marketing will enable you to:
- Conduct digital research, set business objectives for campaigns and develop a targeted digital marketing strategy.
- Build and publish a well-designed and high performing and optimized website aligned to your business goals.
- Create and curate compelling and innovative content that drives ROI.
- Set up, optimize, create, execute and report on organic and paid ad campaigns on Facebook, Twitter, LinkedIn, Instagram & Snapchat.
- Boost your website’s organic ranking by optimizing technical on-page and off-page elements.
- Create and manage paid search campaigns in Google Ads and use Google Analytics to measure performance.
- Use Google Ads to create display and video advertising campaigns and ads using a variety of platforms to evaluate their impact and performance.
- Design effective emails that generate leads, retain customers and inspire evangelists.
- Set goals for your business and website, and understand how analytics tools are used to help measurement.
- Use owned, accessed, desk, audience, competitor and social listening research to create a how-to guide for all digital marketing activities.
Assessment & Certification
Upon completion of the 10 modules of the Professional Diploma in Digital Marketing all students are required to take one computer-based exam which will assess their knowledge of the course.
The exam is 120 minutes long (2 Hours) and consists of a total of 120 questions. The passing score for this exam is 60%. All candidates may take the online computer-based examination up to three times. Should a candidate fail their first exam attempt, they must repeat the exam (maximum x2 resit attempts) within their exam authorization period of 24 weeks. The exam retake fee is €75. The first attempt must be booked no later than 2 weeks prior to the exam authorization period end date. The exam is taken remotely from a secure location of your choosing and the provisional score report is made available straight after the exam session.
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A range of different question item formats are used within the Professional Diploma in Digital Marketing (Syllabus Version 10.0) as follows:
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Funding
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Students completing the Professional Diploma in Digital Marketing can apply for the Get Qualified Scheme which will enable them to benefit from a tax credit of 70% of the costs incurred (i.e. €1,396.50 will be refunded back for this course).
For further details and assistance on how to apply for this scheme, kindly contact us for an appointment. |
Pay Monthly
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Thanks to ICE Malta’s Easy Payment Scheme, you can design an interest-free monthly payment plan to cover your tuition. Discover more. |
Course Details
MODE OF STUDY
DELIVERY METHOD
Lectures & Hands-On Practice
ENTRY REQUIREMENTS
Good Knowledge of English
NEXT STEPS
MySuccess Graphic Designer Associate
MySuccess Website Designer Associate
WHAT'S INCLUDED
- Live Training by DMI Expert Practitioners
- Official DMI Courseware
- Official DMI Practice Tests
- Official DMI Exam Voucher
- Official DMI Membership (Stay updated)
Digital has changed the way we work, live and communicate. If you're looking for a career in digital marketing or you want to become a leader in your field with basic to no knowledge in digital marketing, then the world's most sought after Professional Diploma in Digital Marketing by the Digital Marketing Institute is for you.
The Professional Diploma in Digital Marketing will give you an in-depth 360° understanding of how to effectively strategise and implement powerful digital marketing campaigns that convert. Designed and developed by industry giants such as Google, Microsoft and Facebook, this certification delivers best current practice, theory and applied practical skills in digital and is recognised and respected by all industries globally. Become a leader in your industry, master digital.
|
The Professional Diploma in Digital Marketing is credit-rated by the Scottish Qualifications Authority (SQA) at SCQF Level 8. This is equivalent to EQF/MQF Level 5, which continues to confirm the relevance of this industry-designed study programme. |
What’s it all about? How do you reach customers? How can traditional and digital media work together to create a water-tight campaign that speaks its truth across any and every channel? This module takes you through all the basics, helps you explore the buyer journey and stays rooted in practice. The goal is always to keep things clear and actionable.
Principles of Digital Marketing
- Inbound and Outbound Strategies
- Digital Media Examples
- Traditional vs. Digital Marketing
- Principles of DMI’s 3i Methodology
- Digital Channels
Developing Marketing Objectives
- SMART Objectives
Digital Research
- Audience Research
- Social Listening Platforms
- Social Listening and Audience Research Tools
Connecting with the Customer
- The Buyer’s Journey
- Five Marketing Functions
- 360 Digital Marketing Campaign
- Marketing Functions and Buyer Journey Stages
- Digital Marketing Concepts, Principles, Procedures and Tools
Project Management BONUS SOFT SKILL
- Effective Project Management Benefits
- Common Project Management Tasks
- Project Management Skill Sets
- 7-Step Framework for Managing Projects
Managing Your Time Effectively BONUS SOFT SKILL
- Ways of Effectively Dealing with Requests
- Benefits of Effective Time Management
- Distinguish between Urgent and Important Tasks
- Best Practices
- Time Saving Strategies
- Eliminating Time-Stealers
Digital marketing is fascinating and powerful because it’s person-orientated, yet also data-driven – you get to engage with how people think and also see how and what they do. This module is about creating content that speaks to people, but also about sending it out into the big wide digital world at the right time and via the right channels. Best of all, you get the ability to see what works.
Content Marketing Concepts and Strategy
- Benefits of Content Marketing
- Qualities of Effective Content
- Types of Content
- Content Alignment with the Buyer’s Journey
- Community Management
- Content Marketing Strategy
Using Content Research to Find Opportunities
- Social Listening
- Competitor Content Analysis
- Content Audit
Developing a Content Marketing Plan
- Content Marketing Goals
- Content/Business Goal Alignment
- Customer Personas
- Content Topics
- Content Calendar
- Content Management Systems
Creating and Curating Content
- Content Stakeholders
- Content Types and Formats
- Content Tools
- Content Creation and Curation
- Content Creation Best Practice
- Brand Components
- Content Personalization
Publishing and Distributing Content
- Content Platforms
- Benefits and Challenges of Content Seeding
- Content Scheduling Techniques and Tools
- Content Promotion Strategies
Metrics and Performance
- Content Marketing ROI
- Content Marketing Metrics
- Metrics and Content Marketing Strategy
Enhancing Your Creativity BONUS SOFT SKILL
- Generating Ideas and Solutions
- Tactics to Remove Creative Barriers
- Effective Recognition of Idea Failure
It’s not just social media marketing it’s a big, warm, pleasurable social media experience for your audience. Your brand needs to ring loud and clear through all the right platforms and we’re going to show you how. Learn how to grow and engage a community around your offering. Give these people more to care about. Reach further with paid marketing and get deeper insights.
Key Social Platforms for Digital Marketing
- Benefits of Social Media Marketing
- Social Media Marketer Responsibilities
- The Buyer’s Journey Stages
- Influential Social Media Platforms
- Key Terminology
Setting up a Social Media Experience for a Business
- Best Social Media Account Practices
- Facebook for a Business
- Twitter for a Business
- LinkedIn for a Business
- Instagram for a Business
- Snapchat for a Business
Growing and Engaging an Audience
- Community Techniques and Best Practices
- Content Sharing Best Practices
- Sharing Stories Best Practices
- Video Content Best Practices
- Hashtag Usage Best Practices
- Twitter Content Best Practices
- LinkedIn Content Best Practices
- Instagram Content Best Practices
- Snapchat Content Best Practices
Creating and Optimizing Social Media Campaigns
- Campaign Set-up
- Facebook and Instagram Business Manager
- Twitter Ads Manager
- LinkedIn Campaign Manager
- Snapchat Ad Manager
Developing Data-Driven Audience and Campaign Insights
- Campaign Tools Analysis
- Facebook Tools and Analytics
- Twitter Tools and Analytics
- LinkedIn Tools and Analytics
- Instagram Tools and Analytics
- Snapchat Analytics and Campaigns
You must be found. Which means you must make yourself found. Search Engine Optimisation is all about getting on that first Google page, staying top of the list and top of mind. Learn the tricks of the trade such as keywords, what kind of content attracts, how to create more engagement and the magical art of conversion. There is so much to ‘like’.
SEO Fundamentals
- Paid and Organic Search
- Key SEO Components
- Search Engine Introduction
- Common Search Query Types
- SERP (Search Engine Results Pages) Components
Aligning SEO and Business Objectives
- SEO Objective Types
- Create and Implement SEO Objectives
Keywords and SEO Content Plan
- Keyword Research Benefits
- Short and Long Tail Keywords
- Conduct Keyword Research
- Convert Keywords into SEO Content
Optimize Organic Search Ranking
- Technical Components for Visibility
- On-page Optimization
- Off-page Optimization
- SEO Audit
Measuring SEO Performance
- Traffic Sources
- SEO Metric Types
- Success Measurement
Enhancing Your Problem-Solving Skills BONUS SOFT SKILL
- Effectively Identify Problems
- Problem Solving Strategy
- Problem Solving Skill Sets
Pay-Per-Click campaigns using Google Ads, bid auctions, how to squeeze every drop of value out of paid search campaigns, the tracking of successful conversions, Google Analytics and more – this is turbo-charged marketing practice with pinpoint precision.
Fundamentals of Paid Search
- Paid vs. Organic Search
- Customer Use of Search Engines
- Paid Search Benefits
- Elements of Paid Search Campaigns
Paid Search Campaign Creation with Google Ads
- Google Ads Manager Account vs. Child Account
- Google Ads Best Practice
- Google Ads Account Elements
- Paid Search and SEO Keyword Research
- Google Ads and Paid Search Campaigns
Search Campaign Management
- Advertising Budget Management
- Google Ads Bidding
- Google Ads Bid Simulator Tool
- Optimize Paid Search Campaigns
- Google Ads Editor
Paid Search Campaign Measurement
- Paid Search KPIs
- Conversion Tracking
- Success Metrics
- Google Analytics Measurement
- Google Analytics and Search Console Reporting
The Art of Persuasion BONUS SOFT SKILL
- Persuasion when Interacting with Others
- Persuasion Techniques for Audience Proposals
- Maximizing the impact of Proposals
- Overcoming Objections to Proposals
YouTube. Because we have eyes to see. Learn how to set up, manage, analyze and optimise a channel worthy of many viewings. Also, release the sales power of Google Display Network and more. Visual is where it’s at.
Fundamentals of Display and Video Advertising
- Key Concepts, Benefits and Value
- Key Advertising Platforms
- Advertising Buying Mechanisms
- Strategy Objectives
Creating and Managing a YouTube Channel
- YouTube Channel Setup
- Video Best Practices
- Content Management Best Practices
- YouTube Analytics and Reporting
Google Display Network and Video Ad Formats
- Google Display Network Campaign Types
- Ad Formats and Sizes
Creating Display and Video Campaigns
- Google Ads Display Ad Campaign
- Responsive and Non-responsive Ads
- YouTube Channel and Google Ads Linking
- Standard Video Ad Campaigns
- YouTube Ads
Targeting Display and Video Campaigns
- Targeting Types
- Audience Targeting
- Contextual Targeting
- Advanced Google Ads Features
- Configure Ad Exclusions
- Remarketing Options
- Bidding Strategy
Measurement and Optimization
- Key Display Campaign Metrics
- Video Campaign Metrics
- Performance Analysis of Display Campaigns
- Performance Analysis of Video Campaigns
- Impact Performance Analysis
- Campaign Optimization
Are email lists still relevant? Oh yes. An email is post sent to your virtual home address so it’s important - but do it right so that email gets opened and starts your target on a click-through journey of discovery. Also see how it can all be automated for max efficiency. And let’s not forget the all-important regulatory stuff.
Email Marketing Fundamentals
- Key Concepts
- Inbound Email Marketing
- Legislation and Regulations e.g. Permissions and Data Protection
Tools and Strategy
- Key Strategy Principles
- Email Service Providers
- Recipient Sources
- Contact Databases
Marketing Automation
- Benefits of Automation Tools
- Key Process Building Blocks
Email Design
- Email Writing and Design
- The Buyer’s Journey Alignment
- Subject Lines
- Copy Essentials
- Design Best Practices
- Call-to-Actions (CTAs)
- Image Best Practices
Creating an Effective Email Campaign
- Email Campaign Creation
- Delivery Factors
- Delivery and Placement Challenges
- Campaign Management Best Practices
Testing and Optimizing an Email Campaign
- Test Components
- A/B Testing
- Key Campaign Measurement Metrics
- Optimize Open and Click-Through Rates
- Mobile Optimization
- Bounce Rates and Unsubscribes
How To Be A Better Communicator BONUS SOFT SKILL
- Benefits of Effective Communication in the Workplace
- Nonverbal Cues
- Distinguish Different Types of Communication
- Communication Strategies
What makes a winning website? This module gives you the skills to create a simple, well-designed, optimised WordPress site that not only looks good but also delivers for your business – goals and solutions stay lined up, nice and clear. Also, let’s get user-centric with best practice UX and go deep with data; activity tracking means insight - and insight is power.
Web Design and Website Optimization
- Website Optimization and SEO
- Optimization and Digital Marketing Strategy
- Design, Construction, Maintenance and Optimization in a Marketing Context
- Key Components of Web Design
Publishing a Basic Website
- Website Hosting Options
- WordPress.org Setup
- WordPress Themes
Design Principles and Website Copy
- Web Design Principles
- Mobile-First Design and SEO
- Copy Best Practice
- A/B Best Practice Testing
User-Centred Design and Website Optimization
- UX and UI Design, Benefits and Principles
- UX Assessment
- User Experience Improvement and User- Centered Design Methods
- Key Optimization Performance Factors
Website Metrics and Developing Insight
- Website Monitoring
- Evaluation Tools
- Implement Monitoring and Optimization Best Practice
Agile Thinking BONUS SOFT SKILL
- Principles of Agile Thinking
- Test and Learn Approaches
- Test and Learn Benefits to Marketers
- Applying MVP concepts to Digital Marketing Campaigns
- Agile Thinking Benefits to Marketers
Be all-seeing, all-knowing. This module helps you unleash the awesome capability of data. Discover what your customer wants, likes, needs and does. Go deep inside their journey so you can perfect their seamless path to purchase and beyond. This is not just great power, it is a super power. And we also cover the legal stuff because with that thrilling, addictive power comes responsibility.
Web Analytics Fundamentals
- Insight Types for Digital Marketers
- Analytics Tools for Data Collection, Measurement and Analysis
- Google Analytics Benefits and Limitations
- Analytics Reporting Terminology
- Legal Requirements, Responsibilities and Best Practice
Creating and Configuring a Google Analytics Account
- Account Setup
- Tracking Code Installment
- Key Settings and Navigational Functions
- Account Settings and Filters
- Benefits and Risks of Sharing Access
- Linking Google Analytics and Other Tools
Setting Goals with Google Analytics
- Setup Goals
- Match Website Activity to Goals
- Use Goal Funnels to Analyze Customer Conversion Journey
Monitoring Campaigns with Google Analytics Reports
- Campaign Types
- Audience, Acquisition, Google Ads, Behavior, Events and Conversion Reports
- Multichannel Funnels Reporting
Analyzing and Recording Google Analytics Data
- Track Traffic Changes in Real-Time
- Custom reporting, Annotations and Custom Segments
- Standardized Data Process
We give you capability, influence, reach, data, insight and tools, tools and more tools. But you still need solid objectives, otherwise you are drunk on power, driving a high-performance sports car round and round in circles on your way to the corner shop. That’s why we tie it all together with a Strategy module. Have a big and clear vision of where you really want to go, and make it actionable with budget, channel and media plans, Key Performance Indicators and more.
Digital Strategy Fundamentals
- Core Digital Marketing Strategy Components
- Strategy Purpose
- Strategy for plan communication
- Digital Marketing and Digital Media
- Resource Mapping
- Budget Planning
- ROI and Success Metrics
Setting Strategy Objectives and KPIs
- Common Business Objectives and Campaign Expectations
- Identify and Distinguish KPIs
- Past Performance and Industry Benchmarks for Forecasting
- Regular Performance Reviews
Digital Strategy Research
- Key Research Activities
- Research Mapping
- Strong Research vs. Potentially False Reports
- Owned, Accessed and Desk Research
- Audit Factors
- Audience and Competitor Research
- Social Listening Study
- Creative vs. Media Brief
Developing a Creative Strategy
- Key Creative Strategy Ingredients
- Maximize and Repurpose Creative Output
- Content Strategy Elements
- Creative Format Specifications
Executing a Digital Marketing Strategy
- Strategy Objectives
- Optimize Channel and Budget Mix
- Media Planning for Paid Channels
- Key Campaign Components
Communicating a Digital Marketing Strategy
- Stakeholder Communication Tools
- Digital Marketing Strategy Best Practice
Becoming a Strategic Thinker BONUS SOFT SKILL
- The Importance of Strategic Thinking
- Emergent Strategy
- Benefits of Strategic Thinking
- Strategic Thinking Behaviors
- Future-basing Steps
At the end of this course, you will understand the various channels and activities required to plan, implement and manage a comprehensive digital marketing plan for your business.
The Professional Diploma in Digital Marketing will enable you to:
- Conduct digital research, set business objectives for campaigns and develop a targeted digital marketing strategy.
- Build and publish a well-designed and high performing and optimized website aligned to your business goals.
- Create and curate compelling and innovative content that drives ROI.
- Set up, optimize, create, execute and report on organic and paid ad campaigns on Facebook, Twitter, LinkedIn, Instagram & Snapchat.
- Boost your website’s organic ranking by optimizing technical on-page and off-page elements.
- Create and manage paid search campaigns in Google Ads and use Google Analytics to measure performance.
- Use Google Ads to create display and video advertising campaigns and ads using a variety of platforms to evaluate their impact and performance.
- Design effective emails that generate leads, retain customers and inspire evangelists.
- Set goals for your business and website, and understand how analytics tools are used to help measurement.
- Use owned, accessed, desk, audience, competitor and social listening research to create a how-to guide for all digital marketing activities.
Upon completion of the 10 modules of the Professional Diploma in Digital Marketing all students are required to take one computer-based exam which will assess their knowledge of the course.
The exam is 120 minutes long (2 Hours) and consists of a total of 120 questions. The passing score for this exam is 60%. All candidates may take the online computer-based examination up to three times. Should a candidate fail their first exam attempt, they must repeat the exam (maximum x2 resit attempts) within their exam authorization period of 24 weeks. The exam retake fee is €75. The first attempt must be booked no later than 2 weeks prior to the exam authorization period end date. The exam is taken remotely from a secure location of your choosing and the provisional score report is made available straight after the exam session.
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A range of different question item formats are used within the Professional Diploma in Digital Marketing (Syllabus Version 10.0) as follows:
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Students completing the Professional Diploma in Digital Marketing can apply for the Get Qualified Scheme which will enable them to benefit from a tax credit of 70% of the costs incurred (i.e. €1,396.50 will be refunded back for this course).
For further details and assistance on how to apply for this scheme, kindly contact us for an appointment. |
Pay Monthly
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Thanks to ICE Malta’s Easy Payment Scheme, you can design an interest-free monthly payment plan to cover your tuition. Discover more. |
MODE OF STUDY
DELIVERY METHOD
Lectures & Hands-On Practice
ENTRY REQUIREMENTS
Good Knowledge of English
NEXT STEPS
MySuccess Graphic Designer Associate
MySuccess Website Designer Associate
WHAT'S INCLUDED
- Live Training by DMI Expert Practitioners
- Official DMI Courseware
- Official DMI Practice Tests
- Official DMI Exam Voucher
- Official DMI Membership (Stay updated)