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CAVE HILL HOME > Lifelong Learning > Courses > Short Courses > Marketing > Digital Marketing

Marketing

Digital Marketing

Overview

This course will explore the digital marketing ecosystem focusing on topics including online consumer behaviours, digital marketing tools and channels, digital marketing planning and strategy and digital marketing management. Additionally, delegates will learn how to effectively develop an implementable and SMART digital strategy, how to optimise management of social and digital channels, and how to develop an individualised customer profile for better targeting. Delegates will also gain an introductory knowledge of the latest theories and discourse in the ever-changing digital marketing landscape and on successful completion of the course, delegates will be able to critique digital marketing channels and provide recommendations based upon this critique.  

What will I Learn?

By the end of the course, delegates should be able to:

• Apply knowledge of digital marketing discourse and theory to real-life scenarios.

• Develop an effective digital marketing plan.

• Optimise an organisation’s social and digital marketing channels.

• Develop individualised customer profiles for an organisation.

• Execute an effective digital marketing strategy applicable to an organisation’s target audience.

• Critique an organisation’s digital marketing strategy and provide recommendations for improvement.

Who Should do this Course

Important Information

Digital marketing is fast becoming one of the primary ways in which businesses market themselves, and it has become critical that firms are at the forefront of online marketing in order to maintain a competitive advantage. As such, digital marketing professionals are increasingly sought after, with the advent of e-commerce and changes in the customer buyer decision making process. Without knowledge and expertise in digital marketing, businesses will struggle to maintain their competitive positioning. Thus, this course will provide delegates with a working theoretical and practical knowledge of elements of digital marketing in order to keep up with the changing marketing landscape. Ultimately, this course will provide delegates with a sound understanding of what is considered to be one of the most important departments within any modern business.

The goals of this course are to:

• Provide delegates with a working knowledge of digital marketing that can be applied to any field or role.
• Provide delegates with an introductory knowledge of marketing theory and practice.
• Equip delegates with the digital marketing tools needed to achieve marketing and organisational objectives.

At a Glance

  • Admissions Term: 2024/2025 Year Long CPDLL
  • Registration: Open
  • Date: April 8th - May 1st, 2025
  • Time: Mondays & Wednesdays 5pm - 8pm
  • Duration: 4 weeks (24 hours)
  • Certificate Awarded: Professional Development Certificate of Competence
  • Course Code: PDLL114
  • Capacity: 30
  • Cost: BDS$700.00 / US$350.00

The following subject areas will be addressed:

The Digital Marketing Environment
  •  Digital Marketing Essentials
  •  Understanding the Digital Ecosystem
  •  The Technology behind Digital Marketing

Digital Marketing Tools and Channels
  • Winning with Content Marketing
  • Social Media Marketing
  • Email Marketing
  • Mobile Marketing
  • Lead Generation across Digital Channels

 Digital Marketing Planning and Strategy
  • Digital Marketing Research
  • Buyer Behaviour in the Digital Context
  • Creating Buyer Personas
  • Digital Marketing Strategy and Objectives
  • Digital Marketing Planning

Digital Marketing Management
  •  Managing Resources and Reporting
  •  Digital Marketing Metrics and Analytics
  •  Social Media Management and Analytics
  •  Customer Relationship Management

This course will be delivered online.
Delegates will be engaged through lectures, case discussions, practical individual and group activities

TBA