Explore the theoretical foundations of the communications process and evaluate the elements of the digital and traditional media mix. Look at the concepts of brand equity and architecture and see examples of how successful brands are built. Learn how to work with media stakeholders, identify the value of PR in marketing activities and learn how to manage in a crisis.

Understand the importance of audience research and segmentation to choose the best digital channels. Explore the principles of an omnichannel strategy and how to align channels with strategies. Identify the role of the customer journey and customer experience (CX) and how to use CX analysis and measurement. Learn how UX can drive higher ROI and explore the benefits of an agile mindset in the workplace.

This practical module gives an overview of channel planning and its challenges. Understand inbound and outbound strategies, cross-media planning, the digital channel mix, and mobile marketing and examine the key topics for each channel.

Take a deep dive into data and analytics to understand different data types and best practices for data management. Explore the fundamentals of analytics and the best practices to gain crucial insights. Understand the benefits of using AI in digital marketing and drill into data visualization and reporting, presentation skills, and data-driven decision-making. Explore privacy, ethics, data storage, and data protection.

Gain the skills required to become an effective manager and understand the daily challenges. Understand the role of a manager, evaluate techniques for managing a digital team and know how to develop people and talent. Examine examples of motivation and explore techniques used to build team culture in hybrid, remote, or co-located environments. 

Determine a budget for a digital marketing campaign using tools to explore creative budgets, media budgets, and digital media pricing. Learn the key elements required to build an effective digital marketing team, assess the challenges faced and recommend tactics for recruiting, training, and onboarding personnel. Review techniques for coaching and mentoring team members and hone problem-solving skills.

Understand the competencies and behaviors required for successful digital leadership. Explore the difference between managing and leading going from a managerial to a leadership role including ‘big picture’ thinking. Examine key behaviors, attitudes, and techniques to become a more effective leader. 

Identify tactics and techniques to develop a digital marketing strategy by exploring SWOT analysis and PESTEL. Know the frameworks to implement a digital strategy and how to develop, document, and plan a strategy using SMART objectives, metrics, KPIs, and analytics. Learn how to use a digital marketing action plan to develop, communicate, and track strategy implementation. 

Explore the concepts of digital transformation and the challenges facing effective strategy execution including complex customer journeys, marketing technology stack, and data privacy. Evaluate metrics that inform long-term strategic decisions and explore digital techniques and marketing tactics to drive growth.