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Certified Digital Marketing Professional Program

Whether you’re a complete beginner, business owner or marketing professional looking to upskill, this digital marketing course is perfect for you.

The CDMP Program is our Global Certification and can provide you with an introduction to key Digital Marketing Specialisation, from Mobile Marketing and Social Media Marketing to Email Marketing, PPC Marketing, and SEO.

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Validated by the Industry Advisory Council (IAC). Including members from

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Duration
30 Hours / 90 Hours

Delivery
Online / Classroom

Assessment
3 Hour Exam

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MODULE OVERVIEW

Module 1

Introduction to Digital Marketing

Kickstart an exciting, dynamic career with our Professional Certification in Digital Marketing. Our Certification is a global-standard certification that you can take with you no matter where your exciting career takes you.

Topics covered include:

The Digital Marketing Institute Method

  • Definition of the Digital Marketing Institute Method
  • Principles
  • Our Tools
  • The Digital Marketing Institute Framework
  • The Digital Marketing Institute Quality Scale

Digital Marketing

  • Key Concepts of Digital Marketing
  • Traditional v. Digital Marketing
  • The Opportunity of Digital Marketing
  • Characteristics of Digital Marketing
  • Implications of Digital Marketing
  • Market Research v. Market Reality

Module 2

Search Marketing: SEO

In this module, you will be introduced to a range of specialist tools, on-site and off-site optimization techniques, as well as keyword research practices and link building tactics.

Topics covered include:

  • Key SEO Concepts
  • Search Results & Positioning
  • Benefits of Search Position
  • Stakeholders in Search
  • Mechanics of Search
  • On-Page Optimization
  • The SEO Process
  • Customer Insights
  • Analysis & Review
  • Keyword Research & Selection
  • Content Updates & Layout
  • Meta Tags
  • SEO Site Map
  • SEO Google Search Console
  • Off-Page Optimization
  • Inbound Links & Link Building
  • Ranking
  • Laws & Guidelines

Module 3

Pay Per Click Advertising

Learn about the key concepts of digital marketing and how it differs from traditional marketing, as well as how these two practices can be implemented to complement each other.

Topics covered include:

  • Key PPC Concepts
  • Strengths of Pay Per Click
  • Keyword Research
  • Google PPC
  • Research Tools
  • Search Campaign Process
  • Keyword Selection
  • Ad Copy
  • Landing Pages
  • Targeting
  • Budgets
  • Scheduling
  • Display Networks
  • Ad Centre
  • Campaign Management
  • Conversion Tracking
  • Conversion Metrics: CPA, CTR
  • Bidding
  • Analytics
  • Laws & Guidelines

Module 4

Digital Display Advertising

Learn how to create and run effective display ads, and develop an understanding of the available ad formats, their relevance to specific target audiences and how to research, leverage and optimize your campaign.

Topics covered include:

  • Key Digital Display Concepts
  • Benefits of Digital Display
  • Challenges of Digital Display
  • Business Value
  • Running Effective Ads
  • Ad Formats
  • Ad Features
  • Ad Display Frequency
  • Campaign Planning
  • Campaign Steps
  • Target Audience
  • Campaign Objectives
  • Campaign Budget
  • Creative Formats
  • Targeting
  • Tracking your Campaign
  • Optimizing the Campaign
  • Laws & Guidelines

Module 5

Email Marketing

Design, create and implement email marketing campaigns. Learn how to write compelling copy, split test design templates and test campaigns to guarantee optimal open and click through rates.

Topics covered include:

  • Key Email Marketing Concepts
  • Campaign Process
  • Online Data Capture
  • Offline Data Capture
  • Segmentation
  • Email Design
  • User Behavior
  • User Characteristics
  • Email Copy
  • Email Structure
  • Email Delivery
  • Email Systems
  • Filtering
  • Scheduling
  • Measurement
  • Key Terms & Metrics
  • Split Testing
  • Laws & Guidelines

Module 6

Social Media Marketing (Part 1)

Learn how to effectively engage with and acquire customers across a diverse range of platforms, identify the suitability of different platforms and develop and implement a comprehensive strategy.

Topics covered include:

  • Key Concepts of Social Media
  • Content Planning and Scheduling
  • Social Media for Business
  • Social Media Goals
  • Setting Goals and Priorities
  • Facebook Features
  • Facebook Business Page
  • Facebook Messenger for Business
  • Facebook Apps
  • Instagram Features
  • Third Party Apps for Instagram
  • Instagram Best Practice
  • Twitter Features
  • Twitter Chat
  • Twitter Profile set-up
  • Twitter Lists
  • Periscope
  • LinkedIn Setup & Profile
  • LinkedIn Groups
  • LinkedIn InMail
  • LinkedIn Company Page
  • LinkedIn Recruitment

Module 7

Social Media Marketing (Part 2)

Develop the skills needed to implement an effective social media strategy using the full range of social media tools and platforms, and be able to measure and optimise your campaigns.

Topics covered include:

  • Google+ Brand Page
  • Google+ and SEO
  • Google Hangouts
  • Pinterest Profile
  • Pinterest Advertising
  • Pinterest Business Accounts
  • Facebook and Instagram Advertising Types
  • Facebook and Instagram Targeting
  • Facebook and Instagram Ad management
  • Facebook and Instagram Analytics
  • Facebook insights
  • Twitter Advertising
  • Twitter Ad targeting
  • Twitter Audience Platform
  • Twitter analytics
  • Social Media KPIs
  • LinkedIn Advertising
  • LinkedIn Ad Targeting
  • LinkedIn Analytics
  • YouTube Account Basics
  • YouTube Channels
  • YouTube Content types
  • YouTube Advertising
  • YouTube Analytics

Module 8

Mobile Marketing

Develop the technical knowledge and skills needed to build and maintain an effective mobile marketing strategy. Learn how you can optimize your application for mobile devices to secure maximum conversions.

Topics covered include:

  • Key Mobile Marketing Concepts
  • Trends in Mobile
  • Opportunities & Risks
  • Mobile Devices
  • SMS Content
  • SMS Strategy
  • Mobile Advertising
  • Mobile Optimized Websites
  • Mobile Apps
  • Attributes of Effective Apps
  • Digital Marketing Institute 7 Step Process for Mobile Apps
  • Proximity Marketing
  • Bluetooth
  • Mobile Coupons & Ticketing
  • Implementation
  • Strategic Steps
  • Marketing Goals
  • Review & Testing
  • Social Media Channels
  • Laws & Guidelines

Module 9

Analytics

Efficiently monitor and optimize your digital marketing strategy, and develop an understanding of key analytics platforms and metrics that can help you to measure its effectiveness.

Topics covered include:

  • Key Analytics Concepts
  • Goal Set-up
  • Account Set-up
  • Analytics Code
  • Analytics Profiles
  • Goal Configuration & Funnels
  • Audience
  • Dashboard
  • Technology
  • Advertising
  • AdWords Campaigns
  • Traffic Sources
  • Scheduling & Delivery
  • Bounce Rate
  • Site Search
  • Site Speed
  • Events
  • Conversions
  • eCommerce
  • Reporting
  • Real Time Reporting
  • Intelligence Reporting
  • Customized Reporting
  • Laws & Guidelines

Module 10

Strategy and Planning

Adopt a structured approach that brings together all digital strands and culminates in a comprehensive, coherent digital marketing plan – set budgets, allocate resources and select appropriate channels.

Topics covered include:

  • Key Strategy & Planning Concepts
  • First Steps
  • Planning
  • Situation Analysis
  • Information Gathering
  • Target Audience
  • Setting Objectives
  • Appropriate Tools
  • Action Plan
  • Setting the Budget
  • Measurement
  • Iteration & Enhancement
  • Laws & Guidelines
MODULE 1

Module 1

Introduction to Digital Marketing

Kickstart an exciting, dynamic career with our Professional Certification in Digital Marketing. Our Certification is a global-standard certification that you can take with you no matter where your exciting career takes you.

Topics covered include:

The Digital Marketing Institute Method

  • Definition of the Digital Marketing Institute Method
  • Principles
  • Our Tools
  • The Digital Marketing Institute Framework
  • The Digital Marketing Institute Quality Scale

Digital Marketing

  • Key Concepts of Digital Marketing
  • Traditional v. Digital Marketing
  • The Opportunity of Digital Marketing
  • Characteristics of Digital Marketing
  • Implications of Digital Marketing
  • Market Research v. Market Reality
MODULE 2

Module 2

Search Marketing: SEO

In this module, you will be introduced to a range of specialist tools, on-site and off-site optimization techniques, as well as keyword research practices and link building tactics.

Topics covered include:

  • Key SEO Concepts
  • Search Results & Positioning
  • Benefits of Search Position
  • Stakeholders in Search
  • Mechanics of Search
  • On-Page Optimization
  • The SEO Process
  • Customer Insights
  • Analysis & Review
  • Keyword Research & Selection
  • Content Updates & Layout
  • Meta Tags
  • SEO Site Map
  • SEO Google Search Console
  • Off-Page Optimization
  • Inbound Links & Link Building
  • Ranking
  • Laws & Guidelines
MODULE 3

Module 3

Pay Per Click Advertising

Learn about the key concepts of digital marketing and how it differs from traditional marketing, as well as how these two practices can be implemented to complement each other.

Topics covered include:

  • Key PPC Concepts
  • Strengths of Pay Per Click
  • Keyword Research
  • Google PPC
  • Research Tools
  • Search Campaign Process
  • Keyword Selection
  • Ad Copy
  • Landing Pages
  • Targeting
  • Budgets
  • Scheduling
  • Display Networks
  • Ad Centre
  • Campaign Management
  • Conversion Tracking
  • Conversion Metrics: CPA, CTR
  • Bidding
  • Analytics
  • Laws & Guidelines
MODULE 4

Module 4

Digital Display Advertising

Learn how to create and run effective display ads, and develop an understanding of the available ad formats, their relevance to specific target audiences and how to research, leverage and optimize your campaign.

Topics covered include:

  • Key Digital Display Concepts
  • Benefits of Digital Display
  • Challenges of Digital Display
  • Business Value
  • Running Effective Ads
  • Ad Formats
  • Ad Features
  • Ad Display Frequency
  • Campaign Planning
  • Campaign Steps
  • Target Audience
  • Campaign Objectives
  • Campaign Budget
  • Creative Formats
  • Targeting
  • Tracking your Campaign
  • Optimizing the Campaign
  • Laws & Guidelines
MODULE 5

Module 5

Email Marketing

Design, create and implement email marketing campaigns. Learn how to write compelling copy, split test design templates and test campaigns to guarantee optimal open and click through rates.

Topics covered include:

  • Key Email Marketing Concepts
  • Campaign Process
  • Online Data Capture
  • Offline Data Capture
  • Segmentation
  • Email Design
  • User Behavior
  • User Characteristics
  • Email Copy
  • Email Structure
  • Email Delivery
  • Email Systems
  • Filtering
  • Scheduling
  • Measurement
  • Key Terms & Metrics
  • Split Testing
  • Laws & Guidelines
MODULE 6

Module 6

Social Media Marketing (Part 1)

Learn how to effectively engage with and acquire customers across a diverse range of platforms, identify the suitability of different platforms and develop and implement a comprehensive strategy.

Topics covered include:

  • Key Concepts of Social Media
  • Content Planning and Scheduling
  • Social Media for Business
  • Social Media Goals
  • Setting Goals and Priorities
  • Facebook Features
  • Facebook Business Page
  • Facebook Messenger for Business
  • Facebook Apps
  • Instagram Features
  • Third Party Apps for Instagram
  • Instagram Best Practice
  • Twitter Features
  • Twitter Chat
  • Twitter Profile set-up
  • Twitter Lists
  • Periscope
  • LinkedIn Setup & Profile
  • LinkedIn Groups
  • LinkedIn InMail
  • LinkedIn Company Page
  • LinkedIn Recruitment
MODULE 7

Module 7

Social Media Marketing (Part 2)

Develop the skills needed to implement an effective social media strategy using the full range of social media tools and platforms, and be able to measure and optimise your campaigns.

Topics covered include:

  • Google+ Brand Page
  • Google+ and SEO
  • Google Hangouts
  • Pinterest Profile
  • Pinterest Advertising
  • Pinterest Business Accounts
  • Facebook and Instagram Advertising Types
  • Facebook and Instagram Targeting
  • Facebook and Instagram Ad management
  • Facebook and Instagram Analytics
  • Facebook insights
  • Twitter Advertising
  • Twitter Ad targeting
  • Twitter Audience Platform
  • Twitter analytics
  • Social Media KPIs
  • LinkedIn Advertising
  • LinkedIn Ad Targeting
  • LinkedIn Analytics
  • YouTube Account Basics
  • YouTube Channels
  • YouTube Content types
  • YouTube Advertising
  • YouTube Analytics
MODULE 8

Module 8

Mobile Marketing

Develop the technical knowledge and skills needed to build and maintain an effective mobile marketing strategy. Learn how you can optimize your application for mobile devices to secure maximum conversions.

Topics covered include:

  • Key Mobile Marketing Concepts
  • Trends in Mobile
  • Opportunities & Risks
  • Mobile Devices
  • SMS Content
  • SMS Strategy
  • Mobile Advertising
  • Mobile Optimized Websites
  • Mobile Apps
  • Attributes of Effective Apps
  • Digital Marketing Institute 7 Step Process for Mobile Apps
  • Proximity Marketing
  • Bluetooth
  • Mobile Coupons & Ticketing
  • Implementation
  • Strategic Steps
  • Marketing Goals
  • Review & Testing
  • Social Media Channels
  • Laws & Guidelines
Module 9

Module 9

Analytics

Efficiently monitor and optimize your digital marketing strategy, and develop an understanding of key analytics platforms and metrics that can help you to measure its effectiveness.

Topics covered include:

  • Key Analytics Concepts
  • Goal Set-up
  • Account Set-up
  • Analytics Code
  • Analytics Profiles
  • Goal Configuration & Funnels
  • Audience
  • Dashboard
  • Technology
  • Advertising
  • AdWords Campaigns
  • Traffic Sources
  • Scheduling & Delivery
  • Bounce Rate
  • Site Search
  • Site Speed
  • Events
  • Conversions
  • eCommerce
  • Reporting
  • Real Time Reporting
  • Intelligence Reporting
  • Customized Reporting
  • Laws & Guidelines
Module 10

Module 10

Strategy and Planning

Adopt a structured approach that brings together all digital strands and culminates in a comprehensive, coherent digital marketing plan – set budgets, allocate resources and select appropriate channels.

Topics covered include:

  • Key Strategy & Planning Concepts
  • First Steps
  • Planning
  • Situation Analysis
  • Information Gathering
  • Target Audience
  • Setting Objectives
  • Appropriate Tools
  • Action Plan
  • Setting the Budget
  • Measurement
  • Iteration & Enhancement
  • Laws & Guidelines

COURSE DELIVERY

Classroom Icon

Classroom

This model provides you with learning resources including slide decks, exercises and student guides packaged into ready to-go programs for classroom.

Blended Icon

Blended

We offer over 180 hours of high-quality video content, supporting slide decks and student guides packaged as ready-to-go programs both online and in a classroom environment.

Online Icon

Online

Using our Learning Management System, we offer 24/7 access to over 180 hours of high quality video content, supporting slide decks, student and tutor guides as ready-to-go programs. These can be viewed at a student’s own pace as and when required with support from your academic team.

Classroom Icon

Classroom

This model provides you with learning resources including slide decks, exercises and student guides packaged into ready to-go programs for classroom.

Blended Icon

Blended

We offer over 180 hours of high-quality video content, supporting slide decks and student guides packaged as ready-to-go programs both online and in a classroom environment.

Online Icon

Online

Using our Learning Management System, we offer 24/7 access to over 180 hours of high quality video content, supporting slide decks, student and tutor guides as ready-to-go programs. These can be viewed at a student’s own pace as and when required with support from your academic team.

Pearson

ASSESSMENT METHODOLOGY

Our Professional and Specialist Certification are assessed via:

  • Online Exam taken at a Person VUE test centre 180 Minutes (3 Hrs.)
  • Approximately 200 Questions split access 3 sections “Multiple Choice”, “Image-based Multiple Choice”, “Hot Spot”and “Drag and Drop” Question Types.
  • Exam is preceded by 5 minute tutorial.
  • Required to achieve 60% score.
  • Students shown results by section in percentage and an overall Pass / Fail Grade.
  • Those results will be printed and available to access in the student’s online testing account in Pearson Vue.

FREQUENTLY ASKED QUESTIONS (FAQs)

Who should take this digital marketing course?

Anyone can apply for the Professional certification in digital marketing. A background in a related discipline is not required; the aim of the Professional Certification is to enable you to learn everything you need to know at a foundation level, so you can kick start your digital career. You could be a business owner, a traditional or digital marketing professional, a recent graduate, or simply looking to change your career. The only prerequisite is that you have an interest in digital marketing and want to progress your career.

How long is this digital marketing course?

The digital marketing certification is approximately 30-hours of digital marketing course content. The professional certification in digital marketing is delivered online. You can access your digital marketing course content wherever and whenever you want.

How is the digital marketing certification assessed?

The Professional Certification in Digital Marketing is assessed by one three hour exam; these are administered by our computer-based testing partner, Pearson Vue, via its global network of test centers. The exam is split into three sections; candidates need to achieve a minimum of 60% to pass the exam. Your examination fee is included in the price but subsequent re-sits due to failed attempts will incur a fee of approximately €60 or local currency equivalent payable directly to Pearson Vue when you book your repeat attempt.

Where will my qualification be recognized?

The Digital Marketing Institute is the global certification body for Digital Marketing education. Exclusively designed by practising Digital Marketing professionals, the Professional Certification in Digital Marketing carries the coveted Digital Marketing Institute accreditation and associated brand recognition, which is highly sought after by employers. The professional certification in digital marketing has been credit rated by SQA at Level 8 on the Scottish Credit and Qualifications Framework (SCQF). SCQF level 8 corresponds to level 5 on the European Qualifications Framework (EQF).

How is the digital marketing certification assessed?

The Professional Certification in Digital Marketing is assessed by one three hour exam; these are administered by our computer-based testing partner, Pearson Vue, via its global network of test centers. The exam is split into three sections; candidates need to achieve a minimum of 60% to pass the exam. Your examination fee is included in the price but subsequent re-sits due to failed attempts will incur a fee of approximately €60 or local currency equivalent payable directly to Pearson Vue when you book your repeat attempt.

What topics are covered in this course?

All aspects of digital marketing are included in this course. From the course overview, you will see that the professional certifification in digital marketing includes the following modules:
– Search Engine Optimization (SEO)
– Pay Per Click Advertising (PPC, AdWords)
– Social Media Marketing
– Email Marketing
– Digital Display Marketing
– Mobile Marketing
– Digital Marketing Analytics
– Digital Marketing Strategy & Planning

Is this digital marketing course technical?

No, in the sense that it is not a programming course, and you will not have to learn any coding. The Professional Certification in Digital Marketing focuses on the commercial aspect of online marketing. The Professional Certification in Digital Marketing is a practical course designed to help you improve your business’s online lead generation and customer engagement.

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