Introduction to Digital Marketing

This module will enable you to conduct digital research, set business objectives for a digital marketing campaign and to prepare the foundations for developing a targeted a digital marketing strategy. Upon completion of this model, you will be able to:

1. Identify the core principles and purposes of digital marketing by:

  • Distinguishing between examples of digital media
  • Distinguishing between each stage of the buyer’s journey process
  • Identifying the 5 marketing functions and the marketing activities associated with each function
  • Recognizing the relationship between the marketing functions and the stages in the buyer’s journey
  • Recognizing the benefits of combining traditional and digital marketing to take your audience through the entire sales and marketing funnel
  • Identifying the principles of the DMI 3i Methodology and how it is central to the key components of digital marketing
  • Distinguishing between the different digital channels and how they provide opportunities for an online business

2. Develop clear and actionable objectives for a digital marketing plan by:

  • Identifying the key considerations during the planning stages of a digital marketing strategy
  • Recognizing how to develop a set of SMART objectives for a digital marketing plan

3. Use digital research and social listening to gain insights into your competitors, audience and industry by:

  • Identifying the key audience research concepts that are essential for understanding your audience and communities of interest
  • Recognizing how audience research platforms aid in extracting insights within the various audience research dimensions
  • Recognizing how competitive research components and tools aid in extracting insights on competition within your industry
  • Recognizing how Industry trend research and tools help a digital marketer to understand the changes and advancements taking place in an industry
  • Recognizing how cultural research components and tools help a digital marketer to investigate the ways in which culture creates and transforms individual experiences

4. Recognize how teamwork and various roles in teams contribute to your digital marketing strategy objectives by:

  • Understanding the place of digital marketers in the broader communication industry
  • Identifying how a digital marketer’s role fits into wider business teams
  • Recognizing how a digital marketer’s role and responsibilities fit into shared business objectives
  • Recognizing the relationship between Sales and Marketing teams and the link between the marketing and the sales funnels
  • Recognizing the various skills that enable a digital marketer to communicate effectively across an organization

5. Use the PROPEL model as the framework for planning a digital marketing strategy by:

  • Identifying the six stages of the PROPEL model when developing a digital marketing strategy

Course Enrolments

All our courses are available to be completed online, or in a 10 week classroom format, via our partner Holmesglen Institute.