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Digital Marketing

Professional Diploma in Digital Transformation – Digital Marketing

Introduction

Digital Marketing is increasingly becoming the most important ingredient in the marketing mix to create brand awareness via different forms of electronic media, such as the Internet, mobile phones and social media. Marketers are increasingly using integrated marketing strategy where Digital Marketing is interwoven with traditional marketing mediums, thereby, making use of the right digital channels in the marketing mix.

This program consists of the following courses:

Researching & Interpreting Digital Consumer Behavior

Assess the importance of the Internet as a tool for consumer empowerment and/or control. Understand the application of consumer tracking and monitoring tools. Assess the impact of digital technologies on specific consumer groups. Evaluate consumer buying behaviour based on attributes, such as research, comparison, purchase and post-purchase behaviour. Assess future trends that may impact the online evolution of consumers in a specific industry. Evaluate and recommend improvements to a company’s current marketing campaigns.

Visual communication design for digital Media

Identify the fundamentals of visual communication design. Explore grid system, design layouts, and typography. Work with colors and appearance. Explore ideation, design thinking, and new media. Identify the technicalities of photography, digital image, and film-making. Design communications for digital media  Market his/her work

Multichannel Digital Marketing

Digital marketing is creating brand awareness via different forms of electronic media like the Internet, mobile phones and social media. Some of the prominent digital marketing channels are SEO, Pay per Click advertising, social media marketing, email marketing, mobile marketing, Web analytics etc.
Social media, one of the most popular digital marketing channels, refers to the process of gaining website traffic or attention through social media sites, such as Facebook and Twitter. As social networking websites allow individuals/communities to interact and form an opinion, they act as effective media to proliferate the voice of the brand.
Marketers are increasingly using integrated marketing strategy where digital marketing is interwoven with traditional marketing media, thereby, making use of the right digital channels in the marketing mix.
The course covers the range of digital routes available to the modern marketer and their pros and cons to assess their applicability in a digital marketing strategy. In addition, the course lists down key stages in a digital marketing plan and the application of different channels at respective stages and how they are integrated in a well-defined digital marketing plan.

Planning & Executing a Digital Marketing Strategy

This course provides the knowledge of key digital strategy and planning concepts that are required to implement a Digital Marketing cycle in a business. The course covers the assessment of the digital maturity of an organisation as well as research on the target audiences for online activities to determine appropriate marketing tools/channels to be incorporated in the marketing mix. Further, the course provides the required knowledge on the ingredients for creating and reviewing a Digital Marketing strategy.

Search Engine Marketing & SEO
Social & Web Marketing Analytics
Social Media Marketing