Advanced Digital Marketing focuses on modern digital tools, platforms, and strategies used to attract, engage, and convert customers in an increasingly digital marketplace. The course covers data-driven decision making, performance marketing, content strategy, and emerging digital trends across global markets.
Participants will gain practical and strategic insights into planning, executing, and optimising digital marketing campaigns while understanding consumer behaviour in online environments.
Topics covered
- Digital marketing landscape and strategy
- Consumer behaviour in digital environments
- Search engine optimisation (SEO)
- Search engine marketing (SEM) and paid advertising
- Social media marketing and community management
- Content marketing and storytelling
- Email marketing and marketing automation
- Data analytics, KPIs and performance measurement
- Conversion rate optimisation (CRO)
- E-commerce and digital sales funnels
- Mobile marketing and omnichannel strategies
- Digital branding and online reputation management
- Ethics, privacy and data protection in digital marketing
- Emerging trends in digital marketing and AI-driven tools
Learning outcomes
If you complete the module successfully, you should be able to:
- Demonstrate understanding of core digital marketing concepts, tools, platforms and strategies
- Design and implement an integrated digital marketing strategy
- Analyse digital consumer behaviour and customer journeys
- Plan and manage SEO, paid advertising and social media campaigns
- Evaluate the effectiveness of digital marketing campaigns using analytics and KPIs
- Develop content strategies that drive engagement and brand value
- Apply data-driven decision making to optimise marketing performance
- Explain ethical, legal and privacy considerations in digital marketing
- Assess competitive positioning in digital markets
- Critically evaluate emerging trends and technologies in digital marketing
- Enhance analytical, research and reporting skills
- Apply strategic thinking and problem-solving in real-world digital marketing scenarios
- Demonstrate effective communication and presentation skills
- Utilise digital tools and information technology efficiently
Mode of Study: In person