Diploma in Digital Metrics and Analytics

Essential knowledge, the buzz words and the techniques to gain insight of online marketing activities

Overview

Decipher the jargon: CAWI, netnography, tagging, log files, sentiment, bounce rates, MROCs and DORCs. Ensure you understand web analytics, how to design online questionnaires and how to choose commercial tools.

 

Who is it for?

This is a qualification for anyone working in marketing who wants to have an appreciation of online research techniques to maximise marketing benefits.
 

What will you learn?

Upon achievement of this qualification you should be able to:

• Evaluate the relevant tools and concepts used in online marketing, in order to measure and monitor their impact
• Appraise the range of methods and different approaches to gaining insight in the online landscape
• Distinguish web analytics from social media monitoring and how to manage both functions in the short and long term
• Understand the buzz words like radio buttons, panels, VOC, usability studies,scraping and cloaking
• Discuss the essential points of managing insight and the techniques available
• Explain the current and future roles of the elements of digital campaigns and describe the links between each technique
• Analyse the way in which key performance indicators (KPIs) are used by organisations to improve performance in the digital environment

Qualification content

This qualification has three units, each with its own assessment method.

To complete each one you'll need to cover all the following tasks successfully:

A. Digital Marketing Essentials

• Explain the importance of digital campaign tools, planning, implementing and monitoring digital marketing
• Understand the marketing planning process and the links between each technique
• Explain how each tool of the digital campaigns and describe the links between each technique
• Explain how each tool of the digital communications mix can be coordinated effectively
• Evaluate a current digital communications campaign
• Recommend improvements to a specified digital communications campaign
• Explain how the digital communications mix can be measured and monitored effectively

B. Web Analytics and Social Media Monitoring

• Assess a range of digital marketing research methodologies and techniques and their suitability for improving marketing performance against objectives
• Identify appropriate KPIs, reports and tools to review and improve digital marketing effectiveness in large, medium and small sized enterprises
• Evaluate and improve results from investments in digital marketing using web analytics and social media monitoring techniques

C. Marketing and Consumer Behaviour

• Explain the role of the marketing plan and communications plan within the context of the organisation's strategy and culture
• Outline the principles of marketing research, how data can be obtained through both primary and secondary methods and the strengths and weaknesses of qualitative and quantitative approaches
• Describe the marketing planning process and the links between each stage of the process
• Explain the role of marketing communications and how the tools of the communications mix can be coordinated effectively
• Explain the importance of developing long term relationships with customers, channel members, agencies and other stakeholders and transfer such knowledge to the development of marketing communications activities
• Assess various methods of evaluating, measuring and controlling tools in the marketing communications mix
• Recommend suitable methods to influence the relationships an organisation had with its customers, any marketing channel partners and other stakeholders, using marketing communications

Do you qualify?

You need to be educated to at least A Level standard (or equivalent) and fulfill at least one of these criterria:

• Have a suitable competence in a marketing communications role
• Hold any recognised UK degree or equivalent Level 5 qualification
• Have a relevant Level 3 or above qualification (e.g. CIM Professional Certificate in Marketing, CIPR Advanced Certificate in Public Relations, etc.)

If English isn't your first language, you will also need to provide us with evidence of at least IELTS 6.5 proficiency or Trinity ISE III/IV

How will you be assessed?

You will be assessed across the three units through a work-based assignment such as coursework and case studies that will often be based on various findings and recommendations within your own company

How and where can you study?

Our qualifications are taught through a global network of Accredited Study Centres

You can study part-time, intensive/online or via distance learning. The digital units of this qualification are also available as separate Awards.

• Award in Digital Marketing Essentials
• Award in Web Analytics and Social Media Monitoring

What does it cost?

Please contact your chosen Accredited Study Centre for information regarding their fees.

 

Study centres