This part-time Certificate in Introduction to Digital Marketing will enable students to understand and exploit the potential opportunities provided by the rapidly changing variety of technologies involved in Digital Marketing in order to engage the ever-changing customer within a business context.

 

Graduates will be provided with an introduction to the principles and practices of Digital Marketing, enabling them to design and develop a comprehensive digital marketing plan. 

 

It will equip students with the knowledge and awareness of digital and interactive media and marketing, on and offline buyer behaviour, planning frameworks for integrated marketing campaigns, search theory and use of a variety of web tools.

 

The aim of this course is to empower graduates to be able to:

1. Advise on the integrated nature of digital marketing concepts, as well as on the characteristics and behaviour of digital target markets.
2. Evaluate the marketing opportunities provided by a variety of internet-based communication tools such as email, social media and viral, mobile and location-based marketing.
3. Demonstrate how organisations can exploit digital opportunities for interactive communication with marketplaces and for measuring communication effectiveness.
4. Evaluate the range of alternatives that are available for traffic building.
5. Design and develop a comprehensive and integrated digital marketing plan.
6. Appraise the performance of a website through web measurement, user behaviour analysis and implementation of proven strategies aimed at increasing conversion rates.