Digital Marketing 101

Overview

Digital marketing is a key part of the marketing mix. However, it is constantly changing, with new trends and technology, as well as shifting consumer behaviours, influencing how we identify, reach and engage our target audiences. This new short course (half-day) is designed to teach you the key principles of digital marketing, where it fits into broader marketing strategy, and the channels, tools and techniques that marketers need to be aware of (and embrace) in today’s fast-moving, always-connected mobile world.

Who should attend?

This short course is designed for anyone looking to improve their understanding of digital marketing and how it fits into broader marketing strategy.

This 3-hr workshop runs in the morning and repeats in the afternoon to enable you to select the individual session time that best suits you.

Learning outcomes

• Understand the essentials of digital marketing
• Understand the fundamentals of SEO and PPC
• Define digital display and its uses for branding and sales
• Review the role for social media and best-practice strategies
• How to use content in social channels and influencer campaigns
• Practical steps to creating an affiliate marketing plan
• Learn how to create an effective email marketing campaign
• Data and analytics and the key principles of measurement
• How to create a fully integrated digital marketing plan