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DMI PDDM Exam (Professional Diploma in Digital Marketing) Detailed Information
Professional Diploma in Digital Marketing
30 HOURS · STUDY ONLINE · ENTRY-LEVEL · USD $1965
Kickstart an exciting, dynamic career with our Professional Diploma in Digital Marketing. Whether you are a business owner who wants to improve your online engagement or a complete beginner, this diploma is perfect for you.
If you want to strengthen your skillset and progress along a digital marketing career path, the Professional Diploma in Digital Marketing is our cornerstone certification and can provide you with an introduction to key digital specialisms, from mobile and social media marketing to Email, PPC and SEO. Our Diploma is a global-standard certification that you can take with you no matter where your exciting career takes you.
Professionals are advised to apply in advance to secure their place.
Who is this course for?
The Professional Diploma in Digital Marketing is ideal
for anyone involved in the planning, implementation or
measurement of digital strategies – or anyone who would like
to pursue a career in this area.
The Professional Diploma in Digital Marketing course is
a rounded introduction to all the core digital marketing
disciplines, and will prepare you to take up a more specialist
role within the overall marketing domain.
What can you expect?
Through dynamic lectures, case studies and small group
discussions, you will be exposed to the latest methods,
techniques and tools for improving your organisation’s Digital
Marketing and brand-building efforts.
What will you learn?
The Digital Marketing Institute’s panel of practitioner-lecturers
has specifically structured the curriculum to focus on current
trends and best practices in Digital Marketing. As well as
creating innovative strategies, you will also learn how to
leverage these strategies to gain competitive advantage for
both your business and your career.
Course
Overview
The Professional Diploma course focuses
on the planning, implementation and
measurement of your Digital Marketing
strategy.
There are ten modules in the course:
Module 1 Introduction to Digital Marketing
Module 2 Search Marketing (SEO)
Module 3 Search Marketing (PPC)
Module 4 Digital Display Advertising
Module 5 Email Marketing
Module 6 Social Media Marketing (Part 1)
Module 7 Social Media Marketing (Part 2)
Module 8 Mobile Marketing
Module 9 Analytics
Module 10 Strategy & Planning
Course
Content
MODULE 1
Introduction to
Digital Marketing
The Introduction to Digital Marketing module
enables you to harness the power of Digital
Marketing as a core driver of the marketing
strategy for your organisation. You will
understand the foundation principles of
Digital Marketing, and be able to distinguish
how it differs from traditional marketing.
This module will also introduce you to the
Digital Marketing Institute Methodology,
an iterative framework that outlines the
foundation tenets of Digital Marketing and
the visual scheme that provides the basis for
implementation of the different channels.
The Digital Marketing Institute Method
• Definition of the DMI Method
• Principles
• Our Tools
• The DMI Framework
• The DMI Quality Scale
Digital Marketing
• Key Concepts of Digital Marketing
• Traditional v. Digital Marketing
• The Opportunity of Digital Marketing
• Characteristics of Digital Marketing
• Implications of Digital Marketing
• Market Research v. Market Reality
Topics covered include:
MODULE 2
Search Marketing
(SEO)
The Search Engine Optimisation module
examines the various tactics for enhancing
your website’s position and ranking with
search engines.
The module covers the key concepts and
terminology used within the field of SEO
and equips marketing professionals with
the technical know-how, understanding and
insight to build and maintain an effective SEO
strategy.
You will learn about the range of specialist
tools that are available to help common
search engines find, view and rate websites.
With this in mind, you will learn about
on-page optimisation techniques and
understand the process of effective keyword
research and selection.
You will understand the importance of
content updates and will learn about
applying appropriate meta tags in order
to drive site optimisation. Students will
understand the concept of ranking and
be able to perform a range of off-page
optimisation activities to improve your site
ranking and positioning, such as link building.
At the end of this module, you will be able
to monitor and manage your SEO activity by
setting a baseline and regularly measuring
activity against expectation. You will also be
aware of data protection and privacy issues
associated with SEO.
• Key SEO Concepts
• Search Results &
Positioning
• Benefits of Search
Position
• Stakeholders in Search
• Mechanics of Search
• On-Page Optimisation
• The SEO Process
• Customer Insights
• Analysis & Review
• Keyword Research &
Selection
• Content Updates &
Layout
• Meta Tags
• SEO Site Map
• SEO Google Search
Console
• Off-Page Optimisation
• Inbound Links & Link
Building
• Ranking
• Laws & Guidelines
Topics covered include:
MODULE 3
Search Marketing
(PPC)
The Pay Per Click module demonstrates how
to implement and manage search advertising
campaigns. Lectures will cover the key
concepts and terminology used within the
field of PPC and will equip you with the
technical understanding and skills to build
and maintain an effective PPC strategy.
You will understand the fundamentals
of search marketing and appreciate the
mechanics of how PPC systems function.
Students will develop advanced keyword
research and selection skills and learn how to
apply these to Adwords campaigns.
You will be able to analyse current Search
Marketing activity and target your campaign
to key audience groups in order to enhance
and improve click through rates. You will
recognise the features of strong ad copy, and
develop your skills in writing compelling ads.
Learn how to set and manage budgets for
Adwords campaigns, and measure and
analyse their effectiveness by exporting
detailed campaign management reports in
order to see how they align with established
baseline expectations. You will also be aware
of relevant data protection and privacy issues
associated with PPC.
• Key PPC Concepts
• Strengths of Pay Per
Click
• Keyword Research
• Google PPC
• Research Tools
• Search Campaign
Process
• Keyword Selection
• Ad Copy
• Landing Pages
• Targeting
• Budgets
• Scheduling
• Display Networks
• Ad Centre
• Campaign Management
• Conversion Tracking
• Conversion Metrics:
CPA, CTR
• Bidding
• Analytics
• Laws & Guidelines
Topics covered include:
MODULE 4
Digital Display
Advertising
The Digital Display Advertising module
equips you with the skills and knowledge
to implement and manage effective digital
display campaigns.
The module covers the core concepts and
terminology associated with digital display
advertising, and explores what is involved
in developing and managing effective ad
campaigns.
You will develop a comprehensive
understanding of the creation and
deployment of digital display advertising,
learning about the wide range of ad
display formats and how to select the most
appropriate ad format for your campaign
target audience.
You will be able to develop clear campaign
objectives and measure and optimise your
campaign based on firm results analysis.
Students will be able to research and use
a range of campaign publishers, and know
what pricing metrics such as CPM, CPC, CPL
and CPA entail commercially.
You will also learn how to use the standard
Digital Media Planning Process to obtain the
best possible return on your digital display
advertising efforts.
• Key Digital Display
Concepts
• Benefits of Digital
Display
• Challenges of Digital
Display
• Business Value
• Running Effective Ads
• Ad Formats
• Ad Features
• Ad Display Frequency
• Campaign Planning
• Campaign Steps
• Target Audience
• Campaign Objectives
• Campaign Budget
• Creative Formats
• Targeting
• Tracking your Campaign
• Optimising the
Campaign
• Laws & Guidelines
Topics covered include:
MODULE 5
Email
Marketing
The Email Marketing module covers industry
best practices for creating and delivering
effective email marketing campaigns.
The module covers the four foundational
aspects of email marketing: Subscriber
Management, Email Design, Delivery and
Reporting. You will learn how to develop and
manage a subscriber database, and become
familiar with the features within third party
email systems and solutions.
You will be able to plan a marketing
segmentation strategy for your target
audience and recognise what makes for good
email design in terms of user centric content,
coherent layout and an attractive design.
Students will understand what split testing
entails, and will be able to use key metrics
to report on the effectiveness of your email
marketing campaigns, including open
rates, click-through rates, unsubscribes and
bounces.
You will be able to monitor and evaluate
email marketing analytics, and be aware of
data protection and privacy issues associated
with email marketing.
• Key Email Marketing
Concepts
• Campaign Process
• Online Data Capture
• Offline Data Capture
• Segmentation
• Email Design
• User Behaviour
• User Characteristics
• Email Copy
• Email Structure
• Email Delivery
• Email Systems
• Filtering
• Scheduling
• Measurement
• Key Terms & Metrics
• Split Testing
• Laws & Guidelines
Topics covered include:
MODULE 6
Social Media
Marketing (Part 1)
The first Social Media Marketing module
enables you to effectively engage with
customers across a diverse range of social
media platforms.
You will appreciate the emerging trends in
the social media space and the opportunity
afforded by the ‘always connected’ social
consumer. You will recognise the suitability of
different social platforms for your aims and
objectives, and appreciate the challenges of
social media.
You will be able to select and prioritise
different goals for your organisation, your
customers and your products and services, as
well as recognise the different social media
communication styles that apply to different
audiences.
This module covers the key concepts and
terminology used in social media, and
you will be able to configure social media
accounts across Facebook, Twitter, LinkedIn,
YouTube and Google +, as well as learning
about the new emergent social platforms.
Understand how to implement appropriate
privacy settings across your social media, and
develop profiles that engage across a range
of social media platforms.
• Key Concepts
• Social Media Goals
• Setting Goals and
Priorities
• Facebook Features
• Facebook Newsfeed
• Facebook Insights
• Facebook Business
Page
• Twitter Features
• Twitter Engagement
• LinkedIn Setup &
Profile
• LinkedIn Features
• LinkedIn Company Page
• Google+ Setup
• Google+ Features
• Google+ Insights
• Google+ Analytics
• Google+ Brand Page
• YouTube Setup
• YouTube Channels
• YouTube Channels
• YouTube Features
• Tumblr
• Blogging
Topics covered include:
MODULE 7
Social Media
Marketing (Part 2)
The second Social Media Marketing module
explores how to implement social advertising
features to build and sustain relationships
with customers. You will appreciate the
challenges of implementing an effective
Social Media strategy for your business, with
a focus on the importance of listening as the
critical starting point.
Addressing social media platforms such as
Facebook, Twitter and LinkedIn, you will
learn how to use advanced features such
as Events, Groups, Promotions, Offers and
Jobs. You will also be able to implement
social plug-ins and integrate third party
applications, such as ecommerce.
Learn how to set suitable goals for your
chosen social media platforms, and create
and manage your campaigns to budget and
schedule.
You will be able to accurately measure the
effectiveness of your social media campaigns
using analytics, and be able to evaluate
information about budgetary spend against
baseline expectations.
Lastly, you will be aware of privacy and data
protection issues associated with social
media marketing.
• Implementing Social
• Social Listening
• Content Planning
• Scheduling Tools
• Facebook Advertising
• LinkedIn Groups
• LinkedIn Advertising
• Twitter Advertising
• Pinterest
• Instagram
• Snapchat
• Facebook Insight
• Google+ Insight
• YouTube Insight
• Facebook Analytics
• Twitter Analytics
• LinkedIn Analytics
• Laws & Guidelines
Topics covered include:
MODULE 8
Mobile
Marketing
The Mobile Marketing module focuses on
utilising the power of mobile technologies
as a way to access increasingly mobile
consumers.
You will understand emergent trends within
the mobile space, and recognise the new
opportunity afforded by “always on” mobile
devices when interacting with specific
audiences based on context and location.
This module covers the key concepts and
terminology used within the field of mobile
marketing and will equip you with the
technical knowledge and skills to build and
maintain an effective mobile marketing
strategy.
Learn how to run effective SMS campaigns
and explore technologies such as NFC,
Mobile Sites, Apps and Bluetooth. You
will recognise the importance of suitable
campaign messaging, and the need to
validate marketing activity with campaign
trials, review and ongoing analytics
measurement.
Apply our six step process for designing
and developing effective Mobile Apps and
understand how mobile marketing integrates
with the latest advances in social media
marketing. The module also covers data
protection and privacy issues associated with
mobile marketing.
• Key Mobile Marketing
Concepts
• Trends in Mobile
• Opportunities & Risks
• Mobile Devices
• SMS Content
• SMS Strategy
• Mobile Advertising
• Mobile Optimised
Websites
• Mobile Apps
• Attributes of Effective
Apps
• DMI 6 Step Process for
Mobile Apps
• Proximity Marketing
• Bluetooth
• QR Codes
• Mobile Coupons &
Ticketing
• Implementation
• Strategic Steps
• Marketing Goals
• Review & Testing
• Key Trends
• Social Media Channels
• Laws & Guidelines
Topics covered include:
MODULE 9
Analytics
The Analytics module enables you to fully
measure, monitor and optimise your Digital
Marketing activities.
You will learn how to build an online
reporting structure for your business, and
learn about the range of specialist tools that
are available to help you understand how to
measure and monitor online traffic.
You will understand the rationale and
business benefits of adopting a formal
analytics programme, and learn how to set
up accounts, profiles and permissions to
apply analytics tracking across your websites.
Discover how to align business KPIs with
your analytics goal configuration, and utilise
the features of Google Analytics to develop
a detailed profile of your target audience’s
location, demographics, technology, devices,
interests and more.
Learn how to assess the effectiveness of
your website’s technical performance and
download speed, and how to measure levels
of user engagement and conversion by
tracking activities such as downloads, video
views, purchases and registrations etc.
Create and schedule customised reports
and explore the real time and intelligence
reporting capabilities of Google Analytics.
As with the other modules, you will also be
aware of data protection and privacy issues
associated with website analytics.
• Key Analytics Concepts
• Goal Set-up
• Account Set-up
• Analytics Code
• Analytics Profiles
• Goal Configuration &
Funnels
• Audience
• Dashboard
• Technology
• Advertising
• Adwords Campaigns
• Traffic Sources
• Scheduling & Delivery
• Bounce Rate
• Site Speed
• Site Search
• Events
• Conversions
• eCommerce
• Reporting
• Real Time Reporting
• Intelligence Reporting
• Customised Reporting
• Laws & Guidelines
Topics covered include:
MODULE 10
Strategy and
Planning
The Strategy and Planning module provides
a structured approach for bringing together
all the strands of the Professional Diploma in
Digital Marketing, to create a coherent Digital
Marketing Plan.
This module is based on the Digital Marketing
Institute Methodology, which incorporates
a nine step process based on three distinct
parts. Part one includes a situation analysis
exercise, a formal information gathering
process, and an audience definition exercise.
Part two develops a set of clear and
meaningful objectives for the Digital
Marketing Plan. Appropriate tools are
selected on the basis of the anticipated
audience(s), and objectives and budget are
set based on the channels detailed within the
Digital Marketing Institute Framework.
An action plan is developed to provide
a coherent project structure, including
milestones, deliverables and resources.
Part three of the Digital Marketing Institute
Methodology emphasises the importance of
an iterative process of monitoring, analysis
and enhancement based on performance.
The Strategy and Planning module provides
you with the skills to create a formal Digital
Marketing plan for your organisation, which
will allow you to implement a successful and
effective Digital Marketing strategy.
• Key Strategy & Planning
Concepts
• First Steps
• Planning
• Situation Analysis
• Information Gathering
• Target Audience
• Setting Objectives
• Appropriate Tools
• Action Plan
• Setting the Budget
• Measurement
• Iteration &
Enhancement
• Laws & Guidelines
Topics covered include:
Course
Delivery
Supporting your online
learning journey...
The Professional Diploma in Digital Marketing is available
to study online via the Digital Marketing Institute’s dynamic
online learning environment, known as the Class Network.
How we can guide you through your online learning journey:
Access HD video lectures
with accompanying
downloadable course
material.
Access resources to help you
with your studies including
self-directed practical
exercises and recommended
reading.
Your Programme Manager
is available to support you
during your study and assist
with any administrative
related queries you may
have.
Discussion forums, to
interact with fellow students
and a tutor with an expertise
in digital skills and practices.
The Class Network also
contains information on
the exam, which you must
complete successfully to
achieve certification.
The Class Network can be
accessed 24/7 through your
desktop or mobile device.
The assessment for the Professional
Diploma in Digital Marketing is based on a
formal computer based examination that
will measure individuals knowledge and
Digital Marketing proficiency following
completion of the programme.
The duration of the exam is 180 minutes.
A range of different question formats are
used including Text based Multiple Choice,
Image based Multiple Choice, Matching
and Hot Spot questions.
Our computer-based examinations are
delivered through Pearson VUE test
centre network which consists of over
5,200 centres in 180 countries. The use
of Pearson VUE to deliver our exams
increases the value of international
certification offered by the Digital
Marketing Institute and provides students
with a quality examination experience.
Course Assessment
Professional
Diploma
Digital Marketing
Digital Selling
Specialist
Diploma
Search Marketing
Social Media Marketing
Mobile Marketing
Digital Strategy & Planning
Postgraduate
Diploma
Digital Marketing
Masters
Digital Marketing
Qualifications
Roadmap
The Digital Marketing Institute provides a Qualifications Roadmap through
which students can progress, gaining a greater depth of skills as you
advance through the courses.
The roadmap below displays the progression of qualifications, allowing
you to identify your position within the Digital Marketing education path.
Subject Matter
Experts
The course will introduce you to the most important and
transformative aspects of digital marketing, delivered by the
industry’s leading practitioners.
All of your lecturers are specialist professionals in the digital
marketing sector, running and delivering online marketing
campaigns, using the latest tools and techniques on a daily
basis.
They help to create and validate our modules as well as
teach them, so your lectures will be based on our formalised
syllabus of learning overlayed with their real life experiences,
examples and case studies.
The course made the whole digital realm seem less
complicated and actually very easy to navigate given the
right tools.
Conor O’Sullivan
The Syllabus Advisory Council, representing the world’s
largest and most influential digital brands, validates all
Digital Marketing Institute course content.
By providing expert review and recommendations on a
regular basis, the Council ensures that graduates of the
Digital Marketing Institute have learned the most up to date
digital skills, core competencies and knowledge needed to
thrive in their digital careers.
The Syllabus Advisory Council works with the Digital
Marketing Institute to define the skills agenda and address
the global digital skills shortage. The Council ensures that
our courses are developed in alignment with the digital
economy’s most in-demand digital needs and skillsets.
Syllabus Advisory
Council
The Syllabus Advisory Council includes experts from;
Certification
The Digital Marketing Institute is the
global certification body for Digital
Marketing education. Our syllabus
defines the framework of knowledge, skill
and competency required to meet the
current and future demands of the Digital
economy, and our practical, industrydriven
qualifications are recognised as the
international standard in Digital Marketing
certification.
This award has been credit rated by SQA at Level 8 on the
Scottish Credit and Qualifications Framework (SCQF). SCQF
level 8 corresponds to level 5 on the European Qualifications
Framework (EQF).
Digital Marketing Institute courses are
also available to study through our
network of Global Partners. Exclusively
selected and trained by the Digital
Marketing Institute, our Global Partners
are licensed to deliver our educational
courses in locations across Europe, Asia,
Africa and Latin America.
For details of your nearest
classroom location, please visit
digitalmarketinginstitute.com
Global partners
Our students are
thriving
Past students of Digital Marketing Institute courses have worked with some of
the world’s leading brands and companies
