Post Graduate Certificate in Digital Marketing

Module 1 Introduction to the Digital Marketing Landscape Understand how the current digital marketing landscape differs from traditional marketing methods and conduct a self-assessment of your skills. Career opportunities in digital marketing Role of digital media in modern life and the implications for brands Module 2 Digital Marketing Fundamentals Become familiar with fundamental concepts such as customer personas, segmentation, funnels, and value propositions. Customer acquisition funnels and the role of personalization Retention marketing in a digital space Module 3 A Framework for Marketing in the Digital World Understand customer expectations in the digital age, learn how to measure return on engagement (ROE), and appreciate the vital role played by data and automation. Customer expectations in a digital world Marketing transformation as a journey Laying out the framework: five marketing transformation lanes (engagement and content, data and analytics, process and execution, organization and people, and platforms and automation) Module 4 Understanding Customers and Generating Insights Learn about the nature of customer insights through social data and artificial intelligence (AI). Gain valuable expertise in customer experience mapping. Customer insights—deductive and inductive Ethnography Customer experience mapping Human factors research Social data mining MotiveScapes The role of AI in customer insights Module 5 Customer Segmentation and Behavioral Marketing Study the fundamentals of customer segmentation and how to select target markets based on consumer behavior and responses. A priori vs. response-based segmentation Segmentation process overview (hypothesize, quantify, and validate/describe) Behavioral marketing and automated behavioral marketing Module 6 Content Marketing Understand what content marketing is, and the skills and platforms involved. The role of customer-based research, demographics, and segmentation in content marketing Adjusting strategy based on performance metrics Module 7 Search Engine Optimization Learn how search engines work and how to optimize your content so that it can be found by potential customers. SEO keyword research Content that converts Performance metrics for SEO Backlink strategies Module 8 Social Media (Organic) Understand why you need a social strategy. Tactics for different platforms and audiences Apply social listening to gather insights and connect with customers Performance metrics for social marketing Content calendars Module 9 The Customer Journey and Content Strategy Know how to align your content strategy and innovations with customer intent. In-depth customer journey mapping Innovating across the customer experience Creating a content management process Module 10 Brand Storytelling in a Digital World Develop the skills to identify an effective brand story that connects with consumers. Systematic process for creating a brand’s story Adjust the brand’s story based on customers’ pain points and passions Module 11 Search Engine Marketing Leverage platforms such as Google Ads to find customers. Keyword research and bidding strategies Creating copy that converts Module 12 Social Media (Paid) Place your brand in front of relevant audiences. Remarketing and lookalike audiences Performance metrics for social platforms A/B testing methods for social media Module 13 Email Marketing Learn the best practices for email marketing and how to avoid the dreaded spam filter. Design for great user experiences Compliance with spam laws Performance metrics for email marketing Module 14 Other Digital Channels Explore other methods that will allow you to expand your reach. Referral marketing Retargeting and remarketing strategies Display ads and networks Module 15 Accelerating Marketing Execution Learn how to market better, faster, and stronger for organizations, both big and small. Always-on marketing Moving from conventional to agile marketing Implementing and scaling agile marketing Module 16 Metrics and Measurement Develop the ability to know what works and what doesn’t in your marketing mix. SMART goals in marketing Google Analytics Best practices for measurement and tools across platforms Module 17 Conversion Rate Optimization (CRO) Develop a process to optimize your marketing investments across all channels. CRO tests, including A/B, multivariate, and multi-page Landing page optimization Web optimization tools used to analyze performance and identify issues Module 18 Marketing Attribution, Testing, and Experimentation Identify your customer touchpoints to understand what, where, and why customers purchase. Marketing mix modeling Cross-channel attribution Multi-touch attribution A/B testing and optimization Marketing experimentation process Module 19 Marketing Automation and AI in Marketing Learn about software applications that can save time and increase productivity while still effectively engaging customers and managing relationships. Marketing automation Artificial intelligence (AI) applications and the customer lifecycle (understand, reach, attract, convert, and engage) Module 20 Capstone Project Build upon knowledge gained through the earlier hands-on exercises and apply it to a final capstone project that pulls together the wide range of topics the program covers. Reflect on your weekly entries in the digital initiative journal Present strategies for campaigns and growth as your final assignment