DIGITAL MARKETING
With the rapid rise of consumers using the Internet for work, communication, shopping and
recreation, virtually every organisation should have an online presence and be effectively
leveraging digital marketing opportunities. This means keeping up-to-date with online tools
and knowing how to use them to achieve overall business and marketing goals. This course
will guide you through the key skills you need to achieve your digital marketing goals.
The course sets out essential concepts and skills relating to the fundamentals of digital
marketing, including creating a web presence, optimising content for search engines, using
social media platforms, carrying out online marketing across a range of services, as well as
monitoring and improving campaigns using analytics.
8. LESSON 1 -
KEY CONCEPTS
After completing this lesson, you should be able to:
• Understand the term digital marketing
• Define the main elements of digital marketing
• Identify typical goals when using digital marketing
• Understand the advantages of digital marketing
• Understand the limitations of digital marketing
• Recognise the main legal and regulatory obligations when digital
marketing in your country
18. LESSON 2 -
DIGITAL MARKETING CHANNELS & TOOLS
After completing this lesson, you should be able to:
• Identify some common examples of online advertising platforms
• Understand different types of online advertisement
• Understand the term sponsored post
• Recognise the importance of sponsored posts in increasing interaction and
engagement on social media
• Identify some common examples of search engine marketing (SEM)
platforms
34. LESSON 3
WEB PRESENCE
After completing this lesson, you should be able to:
• Understand the principles of successful web for marketing purposes.
• Knowledge about free of charge easy to develop platforms.
• Understand the importance of keywords and SEO.
49. LESSON 4
SOCIAL MEDIA PLATFORMS FOR MARKETING
After completing this lesson, you should be able to:
• Be familiar with the most common digital social media.
• Be able to develop a simple FB page, events, and posts, perform FB
advertisement activities.
• Be able to set up Twitter, Instagram and You Tube accounts.
• Be able to select and combine the most appropriate digital social media for
marketing needs.
61. LESSON 5
OTHER DIGITAL MARKETING TOOLS
After completing this lesson, you should be able to:
• Be familiar with the paid online advertising services and different payment
methods.
• Be familiar with principles of email marketing.
• Understand the different possibilities of mobile marketing.
• Marketing needs.