Digital Marketing Campaigns

Programme Overview

Developed in conjunction with Hubspot, this course provides an introductory lens into the world of digital marketing. It will give learners the confidence to understand and participate in digital marketing-focused conversations. At the end of this programme, you will have the foundation to enter a digital marketing career or complement an existing professional skill set with improved digital technology capabilities. You will develop the knowledge and skills needed to successfully work in a digital marketing environment, while also being able to complete entry level digital marketing activities. You will also get practical experience defining a digital marketing strategy including identifying customers and their behaviour and segmentation, understanding SEO and SEM strategies, and a foundation for creating digital marketing strategies. Throughout the course, you will apply your learning to create an integrated marketing plan. In this plan you will identify personas, map the customer journey, define their campaign objectives, and create a digital channel plan based on business/organisational objectives. The curriculum was developed in consultation with experienced, senior digital marketers, and industry professionals who regularly develop digital marketing strategies and campaigns.

Learning Outcomes

1. Define key customer audiences and your objectives. 
2. Design and optimise the digital marketing mix for business objectives.
3. Define common social media strategies.
4. Analyse common search engine strategies (SEO, SEM).
5. Design and develop a digital marketing strategy aligned to business needs and organisational context.