Advanced Digital Marketing Programme

INTRODUCTION

This Continuing and Professional Education (CPE) programme in Advanced Digital Marketing is a follow up to the Introduction to Digital Marketing course. It aims to progressively improve participants’ knowledge by building on the basic principles of digital marketing and its vast potential. In the advanced courses, participants will be exposed to practical ways to implement, the theory covered in the introductory courses. Topics in this Advanced Digital Marketing programme seek to highlight the advantages of social media marketing and to develop the abilities of participants in evaluating available content formats: Facebook, Instagram, Snapchat, LinkedIn, Twitter, and Pinterest. Moreover, there is a strong focus on content creation as well as measuring audience engagement and becoming a social media influencer.  Participants will also learn how to analyze data, in order to make informed marketing decisions and to support continuous marketing success. This information will be delivered over a total of 90 contact-hours (30 contact hours per course).

RATIONALE FOR THE OFFERING OF THE PROGRAMME

As customers become more and more tech-savvy, social media, mobile apps and online marketing channels have opened new and innovative pathways to connect to customers. A prime requirement to capitalize on this new market is the proliferation of digital marketing expertise with the use of creative and innovative content. It may be argued that digital channels and social media are fast becoming quintessential of all marketing tools and as such, this programme extends the pillars of knowledge from Introductory Digital Marketing and will offer participants an opportunity to interrogate, analyze and discuss the more complex aspects of the industry.  The courses have been designed to develop the knowledge of participants in marketing a strategic or commercial initiative online and how to develop or increase online earnings by incorporating various tools and techniques including affiliate, email and social media marketing. After successful completion of this advanced program, participants will be capable of monitoring digital marketing performance as well as planning, conceptualizing and implementing digital marketing strategies.

The programme is ultimately aimed at improving participants’ ability to develop, implement and manage advanced digital strategies that stand up to the scrutiny of senior-level decision making. Graduates of this programme will leave with a superior understanding of the theory and practical application of digital strategy which will allow them to implement a powerful marketing mix that sustains customer engagement and increases sales. These courses complete a comprehensive suite of training in this area which follow-on from the introductory programme in Digital Marketing and shall enable participants to better respond to the dynamic and ever-changing demands of developing and implementing digital content via social media and other electronic platforms.

PROGRAMME AIMS AND OBJECTIVES

The program is designed to:

1. Give participants an understanding of Google Analytics and how to monitor bounce rates and     monitor traffic sources.
2. Teach participants how to analyze visitor behavior, and comprehend measuring and monitoring metrics. Teach participants how to create engaging content and to prepare and launch campaign strategies.
3. Give participants an understanding of how to use email segmentation for subscribers.
4. Give participants hands-on training in analyzing, measuring and improving performance of Online Campaigns.
5. Give participants practical experience by completing projects using Google Analytics, Google Adwords, FaceBook Marketing and YouTube Marketing, Twitter, LinkedIn, Pinterest, Instagram and Video Marketing.
6. Train participants in ecommerce marketing.

ENTRY REQUIREMENTS

Applicants should have:

1. successfully completed the Introductory Digital Marketing Programme or;
2. possess no less than three (3) years’ experience in a marketing or business related role
3. a good command of the English language
4. proficiency in the use of computers including desktop and mobile applications

 

PROGRAMME STRUCTURE

Course Codes	Course Titles	Continuing Education Units
MGMT243	Introduction to Digital Analytics	3.0
MGMT244	Social Media Marketing	3.0
MGMT245	Email Marketing and Marketing Automation	3.0

 

WHEN WILL THE PROGRAMME START?

Contact your nearest Open Campus Country Site on the start date for the programme.  

HOW DO I APPLY?

Kindly contact an Open Campus Country Site location nearest to you for further information on the application process.

COURSE COST

Please contact your nearest Open Campus Site location for information on the cost for this programme. Locations can be found at this link: http://www.open.uwi.edu/locations

ASSESSMENT STRUCTURE

A model of continuous in-course assessment is proposed for all courses to be offered in this programme. Participants will be assessed at different intervals over the duration of each course as an alternative to mid-semesters and final examinations. Continuous assessment is learner-focused and reduces anxiety with respect to the finality of testing. Participants are provided with more than one opportunity to develop mastery and as a result, develop their own pace as they progress through each course. This assessment method, therefore, enhances learning since participants will be able to remediate weaknesses before each course ends.

EDUCATIONAL RESOURCES

Beyond the electronic resources listed below, additional materials in the form of handouts/lecture notes will be made available to participants by the instructor at various stages throughout the programme.  Participants may also access recommended readings independently in order to support their study.

 

COURSE DESCRIPTION

INTRODUCTOIN TO DIGITAL ANALYTICS: Participants will be exposed to the fundamentals of Google Analytics. They will learn to monitor bounce rates, track conversions and monitor traffic sources. During this course, participants will deliver assigned tasks including group products, class discussions, case studies and debates therefore student participation is one of the key success factors since this course will allow participants to create and share ideas with each other on monitoring visitors’ behaviour, measuring and monitoring metrics and setting up Dashboards.

EMAIL MARKETING AND MARKETING AUTOMATION: In this course, participants will learn the essentials of writing a good engaging email, using Opt-in; and posting campaign strategies. They will learn the advantages of email marketing and when to use it; as well as how to create an email marketing list. They will also understand the segmentation of subscribers, scheduling sending frequency, and how to deal with domain blacklisting. Participants will also be exposed to email service providers, Split testing, and monitoring email campaigns.  Participants will gain practical skills in going mobile and competitors benchmarking as well as the whole gamut of e-commerce marketing.

SOCIAL MEDIA MARKETING: This course will expose participants to Social Media advantages and other touch points; such as selling on social media and content formats. Participants will be exposed to Facebook, Instagram, Snap Chat Marketing, LinkedIn Marketing, Twitter Marketing, Pinterest Marketing, and Content Marketing. In all of these areas participants will be exposed to practical work in content creation and Curation tools and engaging with fans on the various platforms as well as growing their business /product/service organically. They will also understand important metrics to measure audience engagement and ultimately to become a social media influence.