Course Structure

Week 1 & 2 : Unit 1 - Introduction to Digital Marketing 

Topics to be covered:

-Why, what

-Traditional marketing

-Digital Marketing Strategy

-Plan

Week 3 & 4 : Unit 2 - The Online marketplace

Topics to be covered:

-Digital World

-The impact of digital media

Week 5 & 6 : Unit 3 - Relationship marketing

Topics to be covered:

-Customer acquisition and retention CRM

-Digital Marketing communications

Week 7 & 8 : Unit 4 - Evaluation and improvement

Topics to be covered:

-Success rate

-Churn Rate

-Recommendation Systems

Week 9 &10 : Unit 5 - Digital Marketing Channels

Topics to be covered:

-Email marketing

-Social media marketing

-Affiliate marketing

-Mobile Marketing Payment

Week 11 & 12 : Unit 6 - Search Engines

Topics to be covered:

-Search Engine Optimisation (SEO)

-Search Engine Marketing (SEM)

-Black Hat and Negative SEO

Week 13 & 14:  Unit 7 - Trends in Digital Marketing

Topics to be covered:

-Case Studies

-Success and Failures

-Tools

Innovation

Week 15: Mini Digital Marketing Project

Topics to be covered:

-A case study of a successful campaign

-Evaluation of a tool

-Implementation of a Digital Marketing Campaign