Digital Marketing - Introduction

The main topics covered are:

• Online marketing research and personal modelling
• Search Engine Optimisation (SEO)
• How to plan a new website build
• Creation of content and simple wireframes
• Build of website
• Web Analytics
• Setting up paid search and social campaigns
• Social and content marketing
• Email marketing

Each session consists of three parts:

Theory – The topic of interest, as well as best practice principles, are discussed with the students.

Demonstration – A set of tasks are given in each session. Students are walked through the process of completing them.

Practical – The students are expected, with support from the tutor, to build a version of the material they have been taught in each session. These are expected to come together by the end of the course to represent a digital marketing campaign structure, created entirely by the student.

The goal of this course is to give the student an introductory hands-on experience in the major areas of digital marketing. At the end of the course each student will have a simple project that they can continue to build and market if they desire. They will also have gained actual experience working with each of the above channels, which they can then apply to other projects in the future.