Professional Internet Marketing Course

This dynamic qualification will provide you with knowledge underpinning the
principles of digital marketing and skills to undertake digital marketing planning.
The qualification covers Search Engine Optimisation (SEO), Pay Per Click (PPC),
types of online advertising, email marketing, viral marketing, online PR, affiliate
marketing and social media. It also looks at digital metrics, legislation, regulation
and codes of practice.

You will have the opportunity to gain skills and knowledge to understand the
fundamental planning concepts for an online organisation as well as key factors
in implementation, measurement and evaluation of successful campaigns.
Digital marketing has evolved from a peripheral element of organisational
marketing to one which is at the hub of customer-centric communications in an
increasingly multi-channel environment. Our qualifications will ensure that you are
equipped to deal with this shift and make the most of the new business
opportunities on offer.

Diploma in Digital Marketing Content

Unit 1: Digital Marketing Essentials

This unit aims to provide candidates with the skills and knowledge necessary for digital marketing within organisations. The four sections are: Digital Tools, Planning, Implementing and monitoring. Teaching and assessment covers SEO, PPC, ad types, email marketing, viral marketing, online PR, affiliate marketing and social media. It also looks at digital metrics in the form of VOC, A/B Tests and Usability studies. Legislations, regulations and codes of practice are examined.

Unit 2: Digital Marketing Planning

The unit aims to provide programme members with the skills and knowledge to understand the fundamental planning concepts for an online organisation together with key factors in implementation, measurement and evaluation of successful campaigns. Digital marketing has evolved from a peripheral element of organisational marketing to one which is at the hub of customer centric communications in an increasingly multi-channel environment (e.g Mobile).

The unit will consider a range of environmental factors both internal and external (e.g. Legal) that will shape and influence the digital marketing planning process. Various e-business models will be explored. In addition, similarities and differences covering the mix elements in traditional and digital marketing will be addressed along with issues such as relationship marketing, permission and consumer concerns around privacy, trust and security.

Unit 3: Marketing & Consumer Behaviour

This unit aims to provide you with the skills and knowledge necessary in managing marketing communications and brand support activities within organisations. The unit explains the links between communications and marketing and provides knowledge of fundamental theories of consumer behaviour, and their application to marketing communications