Professional Digital Marketing Certificate

Understanding your target customer and where to reach them is essential to any marketing strategy. Unlike traditional marketing however, digital marketing success requires personalization at scale.

In this module, you’ll learn how to use data to develop personas of your ideal customers for a product of your choosing. You’ll then be guided through effective targeting of these personas with relevant positioning and value propositions.

Topics include:

• Buyer personas
• Audience targeting
• Positioning
• Value propositions

In 1996, Microsoft founder Bill Gates wrote an essay titled ‘Content Is King’. 25 years later, users are spending even more time online, consuming content.

This module teaches you how to utilize online content, such as videos and blogs, to build your brand’s voice, generate new and returning visitors, and turn them into leads.

Topics include:

• Content marketing overview
• Blogging
• User-focused content

With an estimated 60,000 Google searches per second, high search rankings are the primary drivers of website traffic.

This module will teach you how to optimize content such as blogs and website product pages, using keyword research and evaluation techniques, to ensure the best possible click through opportunities.

Topics include:

• SEO overview
• Keyword research and optimization
• Backlinking

SEM, also known as paid advertising, is utilized across multiple channels including Google, YouTube and website display ads.

In this module, we’ll delve into the key terms, channels and performance metrics such as Cost-per-Click (CPC), Cost-per-Thousand-Impressions (CPM) and more. You’ll then create your own SEM campaign strategy, launch it on Google Adwords and monitor the performance.

Topics include:

• SEM overview
• Types of SEM
• SEM strategies

With billions of daily active users, platforms such as Facebook, Instagram and TikTok are key to acquiring customers and maintaining relationships.

This module covers the organic and paid opportunities for marketers on key platforms as well as the management and measurement tools within the industry.

Topics include:

• Social media marketing overview
• Organic social marketing
• Paid social marketing
• Content management and measurement tools

Email marketing continues to be a key conversion platform for B2B and B2C marketers with over 4 billion active users. In this unit, you’ll write, build and deploy your own email marketing campaign for a product of your choosing.

The influencer and affiliate partnership units teach you how to access a greater network of consumers with the support of a person or affiliate brand. They cover effective strategies in determining who, and how, to create valuable partnerships.

Topics include:

• Email marketing overview and tools
• Influencer and affiliate marketing overview

The volume of data available and tools for analysis, provide digital marketers the flexibility to monitor campaigns in real-time, generate insights quickly and make adjustments to ensure efficiency.

This module introduces you to a suite of industry tools and provides hands-on experience creating and implementing A/B tests across multiple channels.

Topics include:

• Digital marketing analytics overview
• Industry tools
• A/B testing