Digital Marketing: Introduction

Gain a fundamental understanding of the building blocks, terminology, best practice and key metrics of digital marketing on this 6 week online course delivered by our partner Red & Yellow.
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6 week online course
Discussion forums
Video lectures & Live tutorials
Weekly chat sessions
Engaging course notes
High-practical assignments
Online option available
This course is a beginners guide to understanding digital marketing strategies, brand positioning in a digital environment and optimisation strategies for digital marketing campaigns.
Get the cutting-edge knowledge and practical skills to integrate online channels into your overall marketing strategy for the most effective outcomes for your brand or business.

Designed with busy professionals in mind, this course provides the freedom to learn independently, but with full support. You will benefit from weekly chat sessions, a dedicated Course Coordinator and an expert Knowledge Officer just an email or phone call away.
Course overview
Who should attend:
This course is perfect for anyone who manages a marketing team and needs to get to grips with the tools, techniques, terminology and tactics of digital marketing. It is designed to teach the theory, principles and practices; without delving into practical implementation.
Walk away with the ability to:
  • Map out strategic customer journeys on digital channels and platforms
  • Understand the role that digital channels and media play in marketing communications and promotions
  • Craft a digital marketing strategy and the most suitable tactics that need to be applied
  • Measure performance, what data to use, and how to identify the right metrics
  • Identify the various benefits and applications of UX, paid media, engagement, keywords, display advertising and effective targeting
Course Agenda
Module 1: Strategy & Planning
  • Introduction to digital marketing
  • Marketing communications
  • The customer journey
Module 2: Digital Content
  • Begin crafting a digital marketing strategy
  • Choose the right tactics to implement that strategy
  • Plan an effective online advertising campaign
Module 3: Marketing on Social Media
  • Identify and formulate a social media strategy
  • Social Media platforms
  • Customer relationship management
  • Crisis management
  • Social media analytics reporting
Module 4: Digital Paid Media
  • Benefits of paid media
  • Quality score
Module 5: Getting Noticed and Staying Notable
  • UX and SEO concepts
  • Customer behaviour
Module 6: Analysing and Optimising
  • Data analytics
  • Optimise campaign performance
How the course works
The course is completed entirely online on the Red & Yellow learning platform. The course involves:
  • 6 modules (1 per week)
  • 6 assignments (1 per week, mix of quizzes and written questions)
  • 1 research project (completed over the duration of the course)
  • 6-8 hours of study per week (including reading the course notes, further research and assignments)
  • The first week is dedicated to orientation. You'll get to familiarise yourself with the online learning platform, understand how everything works and meet the team that'll support you during this upskilling process. Then in weeks 2-6, you'll start delving into the learning modules.
Upcoming courses
Digital Marketing: Introduction
Mon, Nov 04 2019
£799 ex VAT
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