The course content addresses the following topics:
- Overview of the digital marketing landscape
- Integrated marketing communication
- Digital marketing strategy
- Different types of websites and website technologies
- Managing the user experience, key conversion points, and calls to action
- Introduction to mobile marketing
- Planning and executing a mobile marketing campaign
- Defining social media
- Content creation, curation, and marketing
- Online community management
- Online reputation management
- On- and off-site search engine optimisation
- Introduction to email marketing
- Generating and purchasing email databases
- Types of paid advertising: Google Ads, affiliate marketing, social media paid advertising, displayed advertising
- Digital and social media reports: Google Analytics, Google webmaster tools, social media insight tools