This 12-week training course offers a deep dive into digital marketing. Starting with the fundamentals and then through to more advanced details on a number of areas across digital marketing. Covering analytics, SEO, PPC and strategic planning. In addition, participants will learn to utilise tools like Google Analytics and Google Ads and gain insights into effective marketing strategies and AI integration. Practical sessions on web design, performance reporting, and mentorship workshops are included to enhance skills and prepare learners for real-world applications. This comprehensive course is designed to equip participants with the knowledge and tools to excel in digital marketing and related fields.

Week 1: Introduction to Marketing Principles

• Marketing Defined: The role of marketing in business, core concepts, and the 4 Ps (Product, Price, Place, Promotion).
• The Marketing Mix: Understanding how the elements of the marketing mix work together to achieve business objectives.
• Target Audiences: Identifying and segmenting target markets, developing buyer personas.
• Marketing Channels: Overview of traditional and digital channels (print, TV, social media, SEO, etc.).
• Marketing Ethics: Importance of ethical considerations in marketing practices.

Week 2: Introduction to Digital Marketing

• Overview of Digital Marketing: Digital marketing and its impact on business performance.
• Digital Branding: The importance of branding and its impact on website performance – Brand/non-brand mix.
• Digital Marketing Strategy: Introduction to key elements of a successful digital marketing.
• Introduction to all marketing channels & their relationship to the marketing mix: SEO, PPC, Email/CRM, Social, Affiliates and Offline.
• Digital Marketing Roles: Agency and in-house marketing structures.
• Tools & Resources: Summary of different paid for & free tools.
• Course overview: 10 Week Plan.

Week 3: Introduction to Analytics, Google Tag Manager & Looker Studio

• Google analytics basics.
• How analytics has evolved from traditional Universal Analytics.
• Full interface walkthrough.
• Events and basic setup.
• Attribution modelling.
• Reporting:
  • Real-Time
  • Audiences
  • Acquisition
  • Behaviour
  • Conversions (Key Events)
• Exploration reporting:
  • Free-form exploration. Free-form
  • Funnel
  • Path
  • Segment overlap
  • User
  • Cohort
  • User lifetime
• Q&A

Week 4: Introduction to SEO

• What is SEO: Search Engine Optimisation.
• How search engines work.
• Search result page examples.
• SEO basics & best practices.
• How has Google evolved – Google algorithm explained.
• Areas of SEO:
  • Strategy & Research
  • Technical SEO
  • Content & on-page SEO
  • Digital PR & off-page SEO
• User Intent.
• Scaling SEO:
  • Small Business
  • Medium Business
  • Large Scale
• Local SEO.
• International SEO.
• Useful resources.
• Q&A

Week 5: Introduction to PPC

• Introduction to Google Ads: Understanding the Google Ads platform for beginners.
• Types of Google Ads activity:
  • Search ads
  • Display ads
  • Shopping ads
  • Video ads
  • App ads
  • Discovery ads
  • Local Services Ads
  • Performance Max ads
  • Smart ads
• SEO Vs PPC: Blended search.
• Google Ads Run through.
• Creating Effective Ad Copy.
• About Performance Max campaigns.
• Keyword research & account structure.
• Q&A

Week 6: CRM and Marketing Automation

• CRM Fundamentals: What is CRM, benefits, customer lifecycle, data management.
• Marketing Automation: Automating tasks, lead nurturing, email campaigns, workflows.
• CRM & Automation Tools: Overview of popular platforms (HubSpot, Salesforce, etc.).
• Integration: How CRM and marketing automation work together to improve customer relationships.

Week 7: Website Fundamentals

• Website Basics: How websites work, front-end vs. back-end, CMS vs. custom development.
• User Experience (UX): Importance of UX, principles of good design, user testing.
• Content Management Systems (CMS): In-depth look at popular platforms (WordPress, Shopify, etc.), pros, and cons.
• Website Optimisation: Basic SEO for websites, speed, mobile-friendliness.

Week 8: Performance Reporting

• Introduction to Performance Reporting:
• Understanding the importance of performance reporting in business decision-making.
• Overview of what performance reporting entails and its strategic impact.
• Basics of analytics reporting.
• Tools for effective reporting.
• Creating reports for different audiences:
  • Tailoring reports to meet the needs of various stakeholders within the business.
  • Ensuring clarity and relevance in reports to facilitate understanding and action.
• Communicating insights.
• How to build a basic reporting pack.
• Presenting your findings.
• Q&A

Week 9: The Role of PR in Marketing

• PR Fundamentals: What is PR, its relationship to marketing, key objectives (building relationships, managing reputation, generating publicity).
• PR Tools and Tactics: Press releases, media relations, events, sponsorships, influencer marketing, crisis communication.
• Digital PR: Online reputation management, social media engagement, content creation for PR purposes.
• Measuring PR Success: Evaluating PR campaigns, media mentions, sentiment analysis.
• Integrating PR and Marketing: How PR supports marketing efforts, aligning messaging and goals.

Week 10: Social Media Marketing

• Social Media Landscape: Overview of major platforms (Facebook, Instagram, Twitter, LinkedIn, TikTok, etc.), their demographics, and best practices.
• Content Strategy: Developing engaging content, creating a content calendar, using visuals effectively.
• Community Management: Building and engaging with a community, responding to comments and messages, managing online reputation.
• Paid Social Advertising: Basics of Facebook/Instagram Ads, targeting options, ad formats.
• Social Media Analytics: Measuring performance, tracking key metrics, using insights to improve.

Week 11: LinkedIn Optimisation and CV Writing

• LinkedIn Profile Optimisation: Building a strong profile, keywords, recommendations, networking.
• CV/Resume Writing: Modern resume formats, tailoring to marketing roles, highlighting skills.
• Job Search Strategies: Using LinkedIn and other platforms effectively.
• Personal Branding: Crafting your online presence to attract opportunities.

Week 12: Current Trends and Future of Marketing

• Emerging Technologies: Exploring the impact of AI, virtual reality, augmented reality, and other innovations on marketing.
• Data-Driven Marketing: The growing importance of data in decision-making and personalisation.
• Ethical Marketing: Staying ahead of ethical challenges and ensuring responsible marketing practices.
• Career Paths in Marketing: Discussing various roles and specialisations within the field.

Week 13: Introduction to AI

• Understand the fundamentals and impact of digital marketing on business performance.
• Gain proficiency in Google Analytics, including event tracking, attribution modelling and advanced reporting functionalities.
• Acquire practical skills in SEO, from basics to advanced tactics for different scales of businesses.
• Learn to create and manage PPC campaigns across various Google Ads formats.
• Develop strategic marketing plans based on thorough market research and effective use of digital tools.
• Integrate AI tools like ChatGPT and Dall-E into marketing processes to enhance creativity and efficiency.
• Acquire basic skills in graphic and web design, focusing on user-friendly and aesthetically pleasing designs.
• Participate in mentorship sessions and workshops to refine practical skills and apply knowledge.
• Build and manage websites using popular platforms like Shopify, WordPress, and Magento, understanding their strengths and limitations.
• Master the creation and presentation of performance reports tailored to different stakeholder needs.