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Certified Digital Marketing Professional                  

Practical Exercises
 
Overview and Learning Objectives

CERTIFIED DIGITAL MARKETING PROFESSIONAL


EXERCISE 1: INTRODUCTION TO DIGITAL MARKETING.................................................................... 4

EXERCISE 2: CONTENT MARKETING............................................................................................... 6

EXERCISE 3: SOCIAL MEDIA MARKETING........................................................................................ 8

EXERCISE 4: SEO (SEARCH ENGINE OPTIMIZATION)...................................................................... 11

EXERCISE 5: PAID SEARCH (PPC) WITH GOOGLE ADS.................................................................... 13

EXERCISE 6: DISPLAY AND VIDEO ADVERTISING........................................................................... 16

EXERCISE 7: EMAIL MARKETING.................................................................................................. 19

EXERCISE 8: WEBSITE OPTIMIZATION.......................................................................................... 21

EXERCISE 9: ANALYTICS WITH GOOGLE ANALYTICS...................................................................... 23

Copyright © 2019 digitalmarketinginstiute.com 
Introduction  to  Digital Marketing

EXERCISE 1: INTRODUCTION TO DIGITAL MARKETING

The aim of this module is to enable learners to conduct digital research, set business objectives for a digital marketing campaign and to prepare the foundations for developing a targeted digital marketing strategy. The Practical Exercise associated with this module includes three tasks: -

Task 1 – Introducing Organic BewT (Exercise Context)

The first task in this exercise introduces a business scenario that is used as context for the subsequent tasks and exercises in this program.

 

Task 2 – Company Goals and Using SMART Objectives

This task focuses on setting and using actionable objectives to inform a clearly defined digital marketing plan using the SMART goal methodology.

Learning Objectives: -

•       Recognize the purpose of SMART objectives in a digital marketing plan

•       Create SMART objectives

•       Develop clear and actionable objectives for a digital marketing plan

Task 3 – Meet the Team

This task focuses on how a digital marketer’s role and responsibilities fit into a wider business team. It also covers some of the variety of roles and responsibilities that can exist in digital teams.

Learning Objectives: -

•       Recognize how a digital marketer's role and responsibilities fit into shared business objectives and into a wider business team

•       Recognize how teamwork and various roles in digital teams can contribute to an overarching digital marketing strategy


Content Marketing

EXERCISE 2: CONTENT MARKETING

 

The aim of this module is to enable learners to develop the knowledge and skills needed to execute a content marketing strategy in a persona-oriented, data-driven way – informed by business objectives, aligned with the buyer’s journey, and with an overall marketing strategy. The Practical Exercise associated with this module includes three tasks: -

 

Task 1 – Create an Instagram Post

The first task requires the learner to create an Instagram post for an Awareness campaign using Canva, based on a specific design brief provided in the exercise.

 

Learning Objectives: -

•       Create and curate compelling and innovative content

•       Target content type to an audience on social platforms

•       Align content effectively to different stages of the buyer’s journey

 

Task 2 – Schedule a Facebook Post

The second task requires the learner to schedule a post to Facebook for an Awareness campaign, based on the scenario details provided in the exercise.

 

Learning Objectives: -

•       Use content scheduling techniques and tools to distribute content across social media platforms

•       Extend the value of content by repurposing and distributing it across a variety of platforms

 

Task 3 – Reach Out to an Influencer

This task focuses on best practice when including influencer marketing as part of a content promotion strategy. During this task, the learner is required to identify an appropriate influencer to approach as a potential advocate for a product, based on the scenario details provided in the exercise.

 

Learning Objectives: -

•       Distinguish between the strategies used for content promotion

•       Extend the value of content by promoting and distributing it across a variety of platforms

•       Use content effectively at each stage in a digital marketing strategy

 

Social Media Marketing

EXERCISE 3: SOCIAL MEDIA MARKETING

 

The aim of this module is to enable learners to apply social media concepts and best practices to both organic and paid marketing activities on key platforms, in order to run successful campaigns that yield ROI and meet business objectives. The Practical Exercise associated with this module includes five tasks: -

 

Task 1 – Create a Facebook Carousel Ad

The first task requires the learner to move potential customers to the Consideration stage by targeting them effectively using paid Facebook ads and driving them to a given website, based on the scenario details provided in the exercise.

 

Learning Objectives: -

•       Identify the campaign objectives on Facebook that can be aligned with specific stages of the buyer's journey

•       Differentiate between the paid targeting options available to Facebook advertisers

•       Launch paid ad campaigns using best practices with Facebook Ads Manager    Manage Facebook ad campaigns using paid advertising tools

 

Task 2 – Customize a Twitter Profile

The second task requires the learner to update a Twitter profile in support of a new campaign to increase brand awareness for new products, based on scenario details provided in the exercise.

 

Learning Objectives: -

•       Use the core features, tools and guidelines for optimizing and organically posting on Twitter

•       Customize a Twitter account

 

Task 3 – Create a LinkedIn Company Page

This task requires the learner to create a LinkedIn Company Page that aligns with best practice, based on the scenario details provided in the exercise.

 

Learning Objectives: -

•       Create an optimized Company Page on LinkedIn

•       Use the core features, tools and guidelines to post effectively on LinkedIn

 

Task 4 – Promote a Post on Instagram

This task requires the learner to promote a post using Instagram to help drive traffic to a company website, based on the scenario details provided in the exercise.

 

Learning Objectives: -

•       Create an impactful, fully optimized Instagram post


•       Use the core features and tools of Instagram with best practice to promote a post

 

Task 5 – Create a Custom Snapchat Story

This task requires the learner to create an engaging custom Geo Story on Snapchat to help drive foot traffic to a bricks-and-mortar store, based on the scenario details provided in the exercise.

 

Learning Objectives: -

•       Use the core features and tools of Snapchat to create a custom Story

•       Use best practices to create an impactful, compelling and fully optimized marketing message using Snapchat

SEO 

(Search Engine Optimization)

EXERCISE 4: SEO (SEARCH ENGINE OPTIMIZATION)

 

The aim of this module is to enable learners to build an organic search marketing strategy that brings the right kind of visitors to a website. The module covers how to boost online conversions, how to stand out in today’s fiercely competitive online marketplace, and how to ensure the best possible ROI. The Practical Exercise associated with this module includes three tasks: -

 

Task 1 – Carry Out Keyword Research

The first task requires the learner to implement keyword research using the four-step approach outlined in the SEO module and based on the scenario details provided in the exercise.

 

Learning Objectives: -

•       Conduct keyword research

•       Build an SEO content plan based on strategic keyword research

 

Task 2 – Check for Mobile-friendliness and Page Speed

The second task requires the learner to ensure that a website is both mobile-friendly and meets the page speed requirements as outlined in the exercise.

 

 

Learning Objectives: -

•       Configure technical components of a website for best visibility in search engines

•       Boost a website’s organic search ranking using technical elements

 

Task 3 – Analyze Competitor Backlinks

This task requires the learner to analyze the backlinks from a competitor website, based on the scenario details provided in the exercise.

 

Learning Objective: -

                   Boost a website’s organic search ranking using off-page elements

 

Paid Search (PPC)  with Google Ads

EXERCISE 5: PAID SEARCH (PPC) WITH GOOGLE ADS

 

The aim of this module is to enable learners to develop the knowledge and skills to implement and manage paid search campaigns. They will learn how to create a Google Ads (formerly known as ‘AdWords’) account, create Ads campaigns, manage budgets, and report on their performance. The Practical Exercise associated with this module includes seven tasks: -

 

Task 1 – Create a Google Ads Account

The first task requires the learner to set up a Google Ads account for a business so they can start advertising effectively online, as outlined in the scenario details provided in the exercise.

 

Learning Objective: -

                   Set up a Google Ads account for a business, for a given scenario

 

Task 2 – Structure a Google Ads Account

The second task requires the learner to choose an appropriate structure for a Google Ads account.

 

Learning Objective: -

                 Use best practice to structure a Google Ads account

 

Task 3 – Create a Paid Search Campaign

This task requires the learner to create a Paid Search campaign in Google Ads, based on the scenario details provided in the exercise.

 

Learning Objective: -

                 Create a Paid Search campaign using Google Ads

 

Task 4 – Create an Ad Group

This task requires the learner to create an Ad Group using Google Ads for a Paid Search campaign, based on the scenario details provided in the exercise.

 

Learning Objective: -

                   Use Google Ads to create an Ad Group for a Paid Search campaign

 

Task 5 – Create a Text Ad

This task requires the learner to create a text ad for an Ad Group and to include an effective CTA and Ad Extensions to help drive clicks, based on the scenario details provided in the exercise.

 

Learning Objective: -

                 Create a text ad with ad extensions in Google Ads

 


Task 6 – Set Up Conversion Tracking

This task requires the learner to add conversion tracking to a Paid Search campaign to start recording campaign performance, based on the scenario details provided in the exercise.

 

Learning Objectives: -

•       Choose appropriate KPIs to measure the success of a Paid Search campaign

•       Set up conversion tracking in Google Ads to measure the effectiveness of Paid Search campaigns

 

Task 7 – Download a Metrics Report

This task requires the learner to select the key metrics and download a metrics report from Google Ads to help report on campaign performance, based on the scenario details provided in the exercise.

 

Learning Objectives: -

•       Distinguish between the key metrics in Google Ads to measure the success of a Paid Search campaign

•       Create detailed reports using Google Ads to measure the effectiveness of Paid Search campaigns

                                                                                               

Display and Video Advertising

                                                                                                         Copyright © 2019 digitalmarketinginstiute.com                   

EXERCISE 6: DISPLAY AND VIDEO ADVERTISING

 

The aim of this module is to equip learners with the technical understanding and skills to build and maintain an effective Display and Video advertising strategy. The module covers setting up and managing Display and Video campaigns, creating Display & Video ads to run on the Google Display Network and YouTube, applying ad targeting, and then analyzing their effectiveness using metrics reports from Google Ads and Google Analytics. The Practical Exercise associated with this module includes five tasks: -

 

Task 1 – Upload a Video Ad to YouTube

The first task requires the learner to upload a new sales promotion TV ad to YouTube and then also to share it with a company’s followers on Facebook and Twitter, as outlined in the scenario details provided in the exercise.

 

Learning Objectives: -

•       Upload a video to a YouTube channel

•       Use best practices to manage video content on YouTube

 

Task 2 – Create a TrueView Video Campaign

The second task requires the learner to link a company’s YouTube account to Google Ads and then create a TrueView in-stream ad in Google Ads as part of a video sales promotion campaign, based on the scenario details provided in the exercise.

 

Learning Objectives: -

•       Link a YouTube channel with a Google Ads account

•       Create a Standard Video Advertising campaign in Google Ads

•       Use Google Ads to create campaigns and ads for YouTube

 

Task 3 – Target in-Market Audiences

This task requires the learner to target a specific audience for a video campaign using Google Ads, based on the scenario details provided in the exercise.

 

Learning Objectives: -

•       Apply audience targeting to Video campaigns

•       Configure exclusions in Google Ads to refine where ads appear in Video campaigns

•       Apply contextual targeting to Video campaigns

•       Configure exclusions in Google Ads to refine where ads appear in Video campaigns

 

Task 4 – Apply Device Bid Adjustments to a Campaign

This task requires the learner to configure device bid adjustments in Google Ads for a Video campaign, based on the scenario details provided in the exercise.

 

Learning Objective: -

                   Apply a bidding strategy using Google Ads to a Video campaign

 

Task 5 – Advertise Using Multiple Display Ad Formats

This final task requires the learner to select multiple ad formats for a sales promotion using the Google Display Network, based on the scenario details provided in the exercise.

 

Learning Objective: -

                     Distinguish between the ad formats and sizes available on the Google Display Network

Email

Marketing


EXERCISE 7: EMAIL MARKETING

 

The aim of this module is to explain the fundamentals of email marketing and how to design an email delivery plan to test, optimize and report on the performance of an email marketing campaign. Learners are also introduced to the techniques, processes and value of using marketing automation alongside email marketing campaigns. The Practical Exercise associated with this module includes four tasks: -

 

Task 1 – Create an Email List

The first task requires the learner to create an email list using MailChimp to support a sales promotion campaign, based on the scenario details provided in the exercise.

 

Learning Objectives: -

•       Create an email list using MailChimp

•       Segment an email list using MailChimp to better target messages

 

Task 2 – Create an Email Campaign

The second task requires the learner to create an email campaign using MailChimp to support a sales promotion, based on the scenario details provided in the exercise.

 

Learning Objective: -

                 Create an email campaign using MailChimp

 

Task 3 – Set Up an Email Campaign

This task requires the learner to set up an email campaign by choosing the appropriate recipients and subject line for the email, based on the scenario details provided in the exercise.

 

Learning Objectives: -

•       Use a segmented email list to target an email campaign at the right audience

•       Select a subject line that drives recipients to open and engage with emails

 

Task 4 – Design an Email Campaign

This task requires the learner to use best practice to design the email layout and ensure the key components of an effective email are included in the campaign, based on the scenario details provided in the exercise.

 

Learning Objectives: -

    Select the components that contribute to writing and designing effective emails          Design balanced and effective emails to deliver a message

 

Website Optimization

EXERCISE 8: WEBSITE OPTIMIZATION 

 

The aim of this module is to enable learners to build and publish a basic, well-designed, highperforming and optimized website that is aligned to specific business goals. The Practical Exercise associated with this module includes three tasks: -

 

Task 1 – Set up a Domain

The first task requires the learner to choose and purchase an appropriate domain name for a website based on the scenario details provided in the exercise.

 

Learning Objective: -

                   Select and purchase a domain name for a website, for a given scenario

 

Task 2 – Create a Website

This task requires the learner to use Wordpress.org to create a basic commercial website.

 

Learning Objective: -

                  Set up a basic commercial website using Wordpress.org

 

Task 3 – Customize a Website Theme

This task focuses on customizing and optimizing a website using the features and tools available from Wordpress.org. 

 

Learning Objective: -

                  Edit and customize the website theme, for a given scenario

Analytics                 

EXERCISE 9: ANALYTICS WITH GOOGLE ANALYTICS

 

The aim of this module is to explain the basic concepts of using analytics in digital marketing. From initial set-up to understanding reports, learners are shown how to analyze statistics to gain an understanding of the behavior of website visitors and the performance of digital campaigns.

The Practical Exercise associated with this module includes four tasks: -

 

Task 1 – Create a Google Analytics Account

The first task requires the learner to set up a Google Analytics account to help better understand how a website is being used, as outlined in the scenario details provided in the exercise.

 

Learning Objective: -

                   Set up a Google Analytics account with tracking tags added to a website

 

Task 2 – Create Goals in Google Analytics

The second task requires the learner to set up campaign goals for a website using Google Analytics, based on the scenario details provided in the exercise.

 

Learning Objectives: -

•       Select appropriate campaign goals using Google Analytics to glean insights about website traffic

•       Set up goals using Google Analytics to analyze digital campaign performance

 

Task 3 – Set Up a Google Analytics Dashboard

This task requires the learner to create a new dashboard and to add widgets to capture key statistics for the dashboard using Google Analytics, based on the scenario details provided in the exercise.

 

Learning Objectives: -

•       Create a dashboard in Google Analytics

•       Use a Google Analytics dashboard to provide a snapshot of key website statistics

 

Task 4 – Reports in Google Analytics

This task requires the learner to identify the types of campaign insights provided by Audience, Acquisition, Behavior, and Conversions reports in Google Analytics.

 

Learning Objectives: -

•       Identify the types of campaign insights provided by the key reports in Google Analytics

•       Differentiate between the reporting features available in Google Analytics for monitoring a digital marketing campaign

Introduction

Welcome to the Professional Certification in Digital Marketing course. Gaining a digital marketing certification will assure you have the essential skills and knowledge needed to excel as a digital professional. Developed by the Digital Marketing Institute, this course will teach you, through a series of comprehensive, structured modules, how to integrate key digital practices into your marketing techniques and measure and iterate the success of your digital marketing strategy.

Course Outline

This Certified Digital Marketing Professional award will help you to understand the various channels and activities required to plan, implement and manage a comprehensive digital marketing plan for a business.

This course will help you to:

• Understand the value of digital marketing and why it is a vital component of your overall marketing strategy
• Plan, create and effectively manage search, social media, mobile and email marketing campaigns
• Integrate your digital marketing plans into your overall marketing strategy
• Drive new visitor traffic to your website and improve online conversion rates
• Understand how digital marketing can help you grow your business, domestically and internationally
• Identify online applications and resources that can help build effective and profitable websites
• Measure and analyse visitor traffic to your website so you can continuously develop and improve your digital marketing efforts


The certification will teach you everything you need to know at a foundation level, so you can kick start your digital career. A background in a related discipline is not required. 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.


Frequently asked questions:

Do I need to have a marketing background to take the Certified Digital Marketing Professional?

Anyone can apply for the course. A background in a related discipline is not required; the aim of the award is to enable you to learn everything you need to know at a foundation level so that 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.

Why should I study with the Digital Marketing Institute?

The Digital Marketing Institute is the global certification standard in digital education. To date, over 17,000 people in 80 countries have graduated with a Digital Marketing Institute qualification, making ours the most widely taught digital certification standard in the world.

The Digital Marketing Institute collaborates with global digital experts to define and develop the skills and qualifications required of today’s digital professionals.


Assessment

Students will be required to complete various forms assessments in the form of quizzes throughout the course. This will test your knowledge in each module and can be used as an excellent revision tool. 

At the end of the course, there will be a single exam, which may be taken at any Pearson VUE exam centre, the result of this exam will go towards the completion of your certification.


Apply for this course

  • Course content
  • Practice exercises and quizzes.
  • Practice exam.
  • Certification exam voucher for one attempt is included. (Repeat Exam(s) if applicable are not included)
  • You may be charged an administration charge by the test centres; this cost is not covered in the course price. 

Course Price: $863.03

Affordable Payment Plan.

TERMSDEPOSITPAYMENT PER MONTH
6$ 250.01$ 102.17
8$ 250.01$ 102.17
10$ 250.01$ 102.17



Additional Information

Exam: CDMPv7  

Certification Retirement Date:  No date set

Recommended Duration: Maximum 20 Weeks


Introduction

The Search Marketing program is aimed at individuals who are responsible for the planning, execution or measurement of search marketing campaigns – search marketing specialists, search advertising and optimisation professionals. This certification is also perfect for anyone who would like to pursue a career within the search marketing or overall digital marketing domain.

Course Outline

  • Differentiate between strategy types
  • Define your business value proposition
  • Identify ways to maintain a long-term strategy and improve it over time
  • Recognise resources you need and outsource specialist skills and knowledge
  • Perform necessary research and map your communications and business plan and objectives
  • Familiarise yourself with the tools and timelines associated with a digital campaign and digital PR activities.
  • Contextualise the different social media platforms within the digital marketing landscape
  • Assess the strengths and weaknesses of email marketing.
  • Strategise, build, measure and scale an enterprise-level Social Customer Service operation.
  • Assess the function of P2P support communities in Social Customer Service and become familiar with their creation, maintenance and growth.
  • Describe the elements and practices that make up an efficient analytics approach and the main considerations when seeking to construct a formal analytics program for your business. ·Identify the key concepts of big data, automated data-driven decision-making and artificial intelligence.
  • Measure the ROI of digital and align it to the overall goals of your organization.
  • Monitor the social footprint of team members using social KPIs
  • Create a SWOT analysis and develop SMART objectives in order to decide on the tactics that are most appropriate for the objectives decided upon and how best to implement them.


Frequently asked questions:

Do I need to have a marketing background to take the Certified Digital Marketing Professional?

Anyone can apply for the course. A background in a related discipline is not required; the aim of the award is to enable you to learn everything you need to know at a foundation level so that 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.

Why should I study with the Digital Marketing Institute?

The Digital Marketing Institute is the global certification standard in digital education. To date, over 17,000 people in 80 countries have graduated with a Digital Marketing Institute qualification, making ours the most widely taught digital certification standard in the world.

The Digital Marketing Institute collaborates with global digital experts to define and develop the skills and qualifications required of today’s digital professionals.


Assessment

Students will be required to complete various forms assessments in the form of quizzes throughout the course. This will test your knowledge in each module and can be used as an excellent revision tool. 

At the end of the course, there will be a single exam, which may be taken at any Pearson VUE exam centre, the result of this exam will go towards the completion of your certification.


Apply for this course

  • Course content
  • Practice exercises and quizzes.
  • Practice exam.
  • Certification exam voucher for one attempt is included. (Repeat Exam(s) if applicable are not included)
  • You may be charged an administration charge by the test centres; this cost is not covered in the course price. 

Course Price: $1 452,24


Additional Information

Exam: CDMPv7  

Certification Retirement Date:  No date set

Recommended Duration: Maximum 20 Weeks


Course Overview

 

 

Who is this course aimed at?

 

The Certified Digital Sales Professional program is aimed at:

 

·         Salespeople, Consultants and Sales Representatives of all levels

·         Business Development Executives and Managers

·         Account Managers, Relationship Managers and those leading sales teams

·         Anyone looking to develop their digital sales capabilities and consolidate their practical application of digital tools and social selling techniques

 

What can learners expect from this course?

 

Through dynamic video presentations, and practical learning activities including tutorials and exercises, you will acquire a hands on learning experience that will enable you to devise and execute an advanced digital selling strategy.

 

 

What will you learn?

 

By the end of this course, you will be able to:

 

·         Acquire more qualified prospects

·          Reduce lead times and nurture leads more effectively

·          Achieve a more balanced pipeline

·          Increase your conversion rate

·          Develop your online brand by creating and promoting relevant content

·         Build solid relationships online, ensuring client satisfaction and repeat business

·         Adapt the tone, style and type of your content based on your target audience

·         Optimize territory and pipeline analysis and define growth strategies

·         Maximize the impact of your digital selling with the use of CRM tools, digital tools and social media platforms

·         Understand how to lead the implementation of a digital sales strategy in your organization

 

 

Course Content

 

 

Contents

Module 1

Introduction to Digital Selling

Module 2

Digital Research

Module 3

Sales Enablement

Module 4

CRM

Module 5

Social Content

Module 6

Digital Sales Messaging

Module 7

Engagement

Module 8

Social Account Management

Module 9

Digital Sales Leadership

Module 10

Integration & Strategy

 

 

Introduction to Digital Selling

Module Goals

 

The Introduction to Digital Selling will help you understand the concept of digital selling, how it has transformed the sales process, and how you can leverage advanced tools and techniques to become a prolific digital seller.

 

You will understand the difference between traditional and digital selling methods and the benefits that can be gained from adopting a digital selling approach to your current sales activities.

 

You will explore the key concepts that will be covered in each module, how they relate to each phase of the sales process and, most importantly, how the learnings from each phase will inform the next.

 

Learners will also be introduced to the DMI 3i principles - the foundation of the DMI Method for digital selling, which will help to develop a cohesive digital selling strategy.

Digital Research

Module Goals

 

The Digital Research module will equip you with the research tools and techniques needed to develop a well-informed digital selling strategy for your product or service.

 

Starting with your view of the customer, you will learn how to research both digitally and socially, to identify market trends and influencing factors affecting customers within your industry. This will help you to answer the 'who, what, when, where and why' for your target market.

 

From here, the module will show you how to conduct research in order to narrow down your customer persona and identify the companies and key decision makers you should be targeting. 

 

Using social intelligence and social listening, you will learn how to monitor online interactions, read digital behavior and discover commonalities to later personalize your engagement.

Sales Enablement

Module Goals

 

The Sales Enablement module teaches you about the advanced features and functionality of a range of social media platforms to enable your digital selling process.

 

This module will show you how to use your digital research in tandem with these tools and platforms in order to target key decision makers and capture vital information for your CRM.

 

Using LinkedIn, Facebook, Twitter, and Google+, you will be able to build trust in order to maximize subsequent successful engagement using an extensive network of contacts and information through social platforms. The module will teach you the importance of building your personal brand and scaling your reputation as a thought leader within your target customer base to become a brand ambassador for your company.

 

You will discover how digital tools and social media platforms can facilitate relevant sales messages and content, making it easier to later offer the right solutions, to the right client, at the right time.

CRM

Module Goals

 

The Client Relationship Management module will provide you with a strategic view of CRM and how its social collaboration tools can make commerce a conversation.

 

The module will help you design and create business development campaigns, apply best practice methodologies to your sales cycles and most importantly, evaluate CRM data to inform your engagement strategy.

 

You will gain valuable insights into how the integration of social collaboration tools in your CRM can place the customer right at the heart of your sales opportunities, deliver shorter sales cycles and increase the quality of your opportunities.

 

Learners will gain a solid understanding of the major concepts and applications of CRM and Social Collaboration and how those concepts align to core activities in the sales process including:

 

• Territory management

• Digital Business development

• CRM Pipeline management

• Opportunity management and review

• Forecasting

• Reporting

Social Content

Module Goals

 

The Social Content Module will enable digital sellers to engage potential and existing buyers with relevant, informative content that will drive them into action.

 

You will learn how to determine what kind of content is needed for different customer types and how to establish the most appropriate tone, style and method of distribution for your content.

The module will teach you how to use a variety of content creation tools that assist with the complete content creation process, from researching topics, to creating text and graphics, and proofing and editing your content. You will also learn about Content Management Systems and how they can facilitate enhanced content, personalization, responsive design and other elements that can guarantee positive customer experience. 

 

You will learn how to develop content that is tailored to detailed customer personas and underpins every stage of the customer journey. You will be able to identify the difference between content creation and curation and the value of both. The module will explore the increasingly effective practice of blogging and you will learn how to quickly and easily create and implement a content calendar.

By the end of this module, your content strategy will have garnered a strong collection of both curated and self-created content to enhance the effectiveness of your digital sales messages.

Digital Sales Messaging

Module Goals

 

The Digital Sales Messaging module will teach you how to strategically craft communications to ensure all contact with buyers is relevant, personalized and aligned with their personal or business objectives.

You will learn the importance of content segmentation when choosing content for customers and the importance of marrying B2B and B2C content types with the correct social media platforms.


This module will focus on the different considerations that affect digital sales messaging and will explore the best practices for successful email communications.  You will be able to describe how and why you should adapt a different tone and style depending on your target audience and content type.

 

The module will teach you how to leverage style guides and story-boarding to strengthen your digital sales message and ensure successful engagement.

 

Engagement

Module Goals

 

The Engagement module will focus on building relationships with leads in the most effective way over an entire customer life-cycle, from an initial introduction and nurture of cold contacts, to hot prospects that are ready to buy.

 

You know how to target the right contacts by categorizing them based on demographics and behavior, now you will learn how to engage with these groups of contacts at the right time, with a message that matters to them.

 

You will learn how to apply learnings from Social Content and Digital Sales Messaging to pre-qualify contacts, warm up lapsed or slumped customers, close new business, cross or up-sell to existing clients and also retain customers.

 

The module will reveal the best strategies to manage large prospect and client bases with minimal effort in terms of personalized mass mailing, via tools such as Eloqua for Sales, Microsoft Outlook and Google Docs. You will also be shown engagement techniques to move contacts into the next tier and learn how to handle sales objections throughout the customer journey.

The module will equip you with easy to follow examples and insights that can be easily applied to your current sales strategy. You will learn about the importance of relevant engagement and that not every communication is a sales message at heart.

Social Account Management

Module Goals

 

In the Social Account Management module, you will learn about how social media has transformed the concept of customer service, posing both challenges and opportunities when it comes to interacting with prospects and customers. Upon studying this module, you will understand what is involved in creating and maintaining a meaningful dialogue between you and your customer.

 

You will learn how to carry out prioritization exercises and filter social messages to differentiate between high and low priority interactions. You will be able to align this prioritization with your digital selling objectives while navigating a multi-channel customer service environment.

 

This module will teach you how to evaluate, engage and execute with customers according to the circumstance or sentiment. You will be able to use your social listening skills to monitor relevant social mentions, conversations and opportunities.

 

The module will teach you how to devise and implement a crisis management plan to deal with conversations and interactions that may attract negative attention in a public forum.


You will also be able to establish Key Performance Metrics that relate to the measurement of your social customer service so you can leverage results to increase efficiency and assess opportunities that benefit your digital selling efforts.

Digital Sales Leadership

Module Goals

 

The purpose of the Digital Sales Leadership module is to empower and guide managers and aspiring leaders as they transition from a traditional sales to a digital sales strategy. It will help you to understand the importance of adopting a digital selling approach to remain competitive in a rapidly evolving sales landscape.

 

The module will show you how to gain executive sponsorship by building a business case for digital selling within your organization. You will learn the methods of educating, training and supporting your sales force to leverage their networks and build relationships to accelerate sales.

 

You will learn how to become a social leader through building and maintaining awareness of your digital selling strategy. The module will explore how you can implement effective communication strategies to keep employees motivated and accountable for their individual digital selling strategies.

 

By monitoring the social footprint of your team members and using social KPIs, you will be able to identify and measure if your team are adopting the correct digital selling behaviors, building the right networks and creating a professional and consistent brand.


 

Integration and Strategy

Module Goals

 

The Integration & Strategy module will teach sales leaders and those aspiring to a leadership level, how to research, construct and integrate an effective and optimized digital sales strategy within an organization.

 

You will learn how to conduct an all-inclusive analysis of your territories, identifying information such as key trends in geos and top prospects. You will be able to leverage this research to clarify what drives customers to buy, to understand their needs and motivations, and use this insight to determine your selling goals and objectives.

 

By conducting competitor analysis, you will be able to identify their solutions and offerings, and use this information as a benchmark to adapt and refine your overall digital selling strategy.

 

This module will teach you how to forecast effectively and establish targets based on a comprehensive assessment of your digital sales pipeline. This will allow you to identify gaps in your pipeline and tailor a plan to address them.

 

You will learn how to develop digital client coverage strategies that will enable you to maximize your time and resources across entire territories. You will also be able to consolidate an execution plan that will enable you to achieve targets, generate qualified leads and improve conversion rates.

By the end of this module you will be able to measure the ROI of digital selling, align it to the overall goals of your organization and use it to gain further executive support.

Apply for this course

  • Course content
  • Practice exercises and quizzes.
  • Practice exam.
  • Certification exam voucher for one attempt is included. (Repeat Exam(s) if applicable are not included)
  • You may be charged an administration charge by the test centres; this cost is not covered in the course price. 

Course Price: $1 452,24

Affordable Payment Plan.

TERMSDEPOSITPAYMENT PER MONTH
6$ 300$ 192.04
8$ 300$ 144.03
10$ 300$ 115.22



Additional Information

Exam: CDSP 1.0  

Certification Retirement Date:  No date set

Recommended Duration: Maximum 20 Weeks 


Introduction

Welcome to the Digital Marketing certification is ideal for social media specialists, enthusiasts, executives or anyone wanting to enhance their knowledge in this area. It is designed to help you engage effectively with social media in an overall digital marketing domain. Validated by the Digital Marketing Institute’s Industry Advisory Council, the learning content is industry aligned and offers the opportunity to earn a globally recognized professional certification. Covered within this certification are content creation, content outreach, Facebook, LinkedIn, Twitter, social media, marketing automation and much more.

Course Outline

An in-demand digital marketing discipline, this certification will provide you with the latest techniques and tools to effectively engage and influence through social media. A specialist certification, it focuses on the planning, implementation and measurement of your social media strategy.

Through dynamic lectures and case studies, social media experts will take you through the latest techniques for content creation and outreach across all of the core social networks. This will provide you with practical knowledge of how to create best practice paid and organic social media campaigns that foster trust and increase sales.


Frequently asked questions:

Do I need to have a marketing background to take the Certified Digital Marketing Professional?

Anyone can apply for the course. A background in a related discipline is not required; the aim of the award is to enable you to learn everything you need to know at a foundation level so that 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.

Why should I study with the Digital Marketing Institute?

The Digital Marketing Institute is the global certification standard in digital education. To date, over 17,000 people in 80 countries have graduated with a Digital Marketing Institute qualification, making ours the most widely taught digital certification standard in the world.

The Digital Marketing Institute collaborates with global digital experts to define and develop the skills and qualifications required of today’s digital professionals.


Assessment

Students will be required to complete various forms assessments in the form of quizzes throughout the course. This will test your knowledge in each module and can be used as an excellent revision tool. 

At the end of the course, there will be a single exam, which may be taken at any Pearson VUE exam centre, the result of this exam will go towards the completion of your certification.


Apply for this course

  • Course content
  • Practice exercises and quizzes.
  • Practice exam.
  • Certification exam voucher for one attempt is included. (Repeat Exam(s) if applicable are not included)
  • You may be charged an administration charge by the test centres; this cost is not covered in the course price. 

Course Price: $1 452,24

Affordable Payment Plan.

TERMSDEPOSITPAYMENT PER MONTH
6$ 300$ 192.04
8$ 300$ 144.03
10$ 300$ 115.22



Additional Information

Exam: CDMPv7  

Certification Retirement Date:  No date set

Recommended Duration: Maximum 20 Weeks


Course Overview

Who is this course for?

 The Digital Strategy & Planning Program is suitable for individuals who are responsible for the planning, build, execution or measurement of digital strategy and planning – digital marketing or strategy specialists, consultants, executives, or anyone who would like to pursue a career or enhance their overall digital marketing knowledge base.The course is suitable for participants with any level of skill or experience and will prepare them to engage specifically with mobile marketing within the overall digital marketing domain.

 What can you expect?

 Through dynamic lectures, case studies and practical exercises, digital strategy and planning experts will take you through the latest methods, techniques and tools for improving your organization’s digital strategy and brand building efforts.

 What will you learn?

 The Digital Marketing Institute’s panel of Subject Matter Experts has specifically structured the syllabus to focus on current trends and best practices in digital strategy and planning. Learning how to build a successful digital strategy and leveraging these insights will allow you to gain competitive advantage for both your business and your career.

Course Content

 The Digital Strategy & Planning Program focuses on the planning, implementation and measurement of your overall strategy, customer service, communications and resourcing across digital channels.

 There are nine modules in the course:

1.    Introduction to Strategy and Planning

2.    Traditional Communications

3.    Digital Communications

4.    Digital Channels

5.    Social Customer Service

6.    Budget & Resourcing

7.    Big Data & Analytics

8.    Digital Leadership

9.    Strategy Formulation & Plan


Module 1

Introduction to Strategy and Planning

The Introduction to Strategy and Planning module will introduce you to the Digital Marketing Institute 3i Methodology and Framework that will empower you to implement a well-considered process of selecting and developing the best digital strategy for your organization. You will learn how to address the complexities of planning as well as you will become familiar with the concept of strategic management and reporting.

On completion of this module, you will be able to:

- Understand necessary considerations to build your business strategy Differentiate between strategy types

- Define your business value proposition

- Identify ways to maintain a long-term strategy and improve it over time

Module 2

Traditional Communications

The Traditional Communications module will introduce you to the characteristics and features of the traditional communication channels and will help you learn to recognize their strengths and limitations in context with the new digital opportunities. You will respond to a range of different illustrations showing how you can integrate digital communications channels with traditional marketing approaches.

On completion of this module, you will be able to:

 - Recognize traditional marketing and communication models and challenges Recognize resources       you need and outsource specialist skills and knowledge Perform necessary research and map your       communications and business plan and objectives

 - Build a media plan, outline your budgets and measure your effectiveness

Module 3

Digital Communications

The Digital Communications module will introduce the concept of digital communications and will teach you how you can utilize them to reach and engage with your audience. You will become familiar with the tools and timelines associated with a digital campaign and digital PR activities. The module will also introduce you to the key requirements and regulations within the digital communications field.

On completion of this module, you will be able to:

- Explain the advantages and challenges associated with digital communications. Familiarize yourself    with the tools and timelines associated with a digital campaign and digital PR activities.

- Recognize how digital PR activities can help spread and amplify a message.

- Recognize how marketing automation tools and platforms can help to save time, optimize limited      resources and improve the ROI on an investment, and how they can use digital communications to      research and better understand their target audience.

- Handle budgetary challenges and requirements when developing an effective digital             communications strategy.


Module 4

Digital Channels

The Digital Channels module will help you learn to recognize the different digital channels and to assess their value, characteristics and suitability for achieving distinct communication goals. The module will introduce different social media platforms as well as it will contextualize digital landscapes, including Search Marketing (SEO), Email Marketing, Digital Display Advertising, Mobile Marketing, Social Media Marketing.

On completion of this module, you will be able to:

- Identify the different digital channels and their suitability for achieving distinct communication     goals.

- Contextualize the different social media platforms within the digital marketing landscape.

- Assess the strengths and weaknesses of email marketing. Utilize email marketing campaigns.

- Recognize the range and extent of digital ad formats with reference to strong illustrations, relevant     examples, as well as current global and national statistics.

- Explore Social Media Marketing, the opportunities it presents and different social media platforms,     including Facebook, Twitter, LinkedIn, and YouTube.

- Identify the range of different mobile marketing tactics.

Module 5

Social Customer Service

The Social Customer Service module will introduce you to methodologies for utilizing social media as a customer service channel. You will examine emerging trends in Social Customer Service and develop your understanding of how leading organizations are using social media to service their customers. The module will also teach you how to strategize, build, measure and scale an enterprise-level social customer service operation.

On completion of this module, you will be able to:

- Apply the methodologies for utilizing social media as a customer service channel. Understand how leading organizations are using social media to service their customers.

- Strategize, build, measure and scale an enterprise-level Social Customer Service operation.

- Identify the appropriate technology ecosystem supporting the Social Customer Service space as well as the resourcing requirements for successful operation.

- Identify challenges and tactical approaches required for social crisis management.

- Assess the function of P2P support communities in Social Customer Service and become familiar with their creation, maintenance and growth.


 

Module 6

Budget & Resourcing

 

The Budget & Resourcing module enables you to recognize budgeting methodologies for digital marketing activities along with the key concepts and challenges of resourcing for these activities. You will become familiar with the key areas to consider when creating a budget for digital marketing activities as well as gain an understanding of the range of standard documentation necessary to operate safely and securely within the digital communications field.

 

On completion of this module, you will be able to:

 

- Recognize the importance of budgeting and the factors that you must consider when setting a budget.

- Identify the key areas to consider when creating a digital marketing budget, namely personnel, technology, training and processes.

- Explore the new roles that now exist following the growth of digital media and learn how to budget for these new roles.

 

- Identify the technologies that are available to support the digital marketing infrastructure of a company Recognize the importance of overseeing and managing budgets.


Module 7

 

Big Data & Analytics

 

The Big Data & Analytics module will provide you with a broad understanding of Big Data, Advanced Analytics and Artificial Intelligence. You will learn the fundamental frameworks and understand how cutting-edge tools are used to help business succeed.

 

On completion of this module, you will be able to:

 

Describe the elements and practices that make up an efficient analytics approach and the main considerations when seeking to construct a formal analytics program for your business.

 

Identify the key concepts of big data, automated data-driven decision-making and artificial intelligence.

Understand how analytics underpin the key concepts of iteration and enhancement that allow digital campaigns to be continually adjusted, improved and enhanced.

 

Plan data-driven strategies to develop new insights about your customers, processes and their behaviors

 

Recognize the importance of developing data-driven business models, and ways to provide appropriate incentives for private-sector actors to share and use data for the benefit of the individual, firm and society.


Module 8

Digital Leadership

 

The Digital Leadership module will guide you as you transition from a traditional to a digital strategy and will help you to understand the importance that adopting a digital approach will have to remaining competitive in a rapidly evolving landscape. The module will empower you to coach and lead your team to ensure they are targeting the right customers in the right markets, building the right networks and creating a consistent brand.

 

 

On completion of this module, you will be able to:

 

Bridge the gap between marketing and sales and empower your people to leverage their networks and build relationships to accelerate your business.

 

Act as a social leader, building and maintaining awareness of your digital strategy and implementing effective communication strategies to keep employees motivated and accountable for their individual digital strategies.

 

Measure the ROI of digital and align it to the overall goals of your organization. Monitor the social footprint of team members using social KPIs.

 

Module 9

 

Strategy Formulation & Plan

 

The Strategy Formulation and Plan module will provide a structured conclusion to bring together all the strands of the Digital Strategy and Planning Program. It introduces you to methodologies for utilizing a SWOT Analysis to develop SMART objectives and create a coherent strategic plan for your organization.

 

On completion of this module, you will be able to:

 

Identify the structure of a digital marketing strategy and the documentation required.

 

Carry out a situation analysis of competitor activities, current activities and internal capabilities.

Carry out digital research, including an exposition of social listening.

 

Carry out an audience definition exercise, including the creation of audience personas and an explanation of the digital customer and their habits.

 

Create a SWOT analysis and develop SMART objectives in order to decide on the tactics that are most appropriate for the objectives decided upon and how best to implement them.

 

Recognize the importance of an ongoing, high-level process of review using analytics to measure performance against targets and to continually assess and improve your digital strategy.

Apply for this course

  • Course content
  • Practice exercises and quizzes.
  • Practice exam.
  • Certification exam voucher for one attempt is included. (Repeat Exam(s) if applicable are not included)
  • You may be charged an administration charge by the test centres; this cost is not covered in the course price. 

Course Price: $1 452,24

Affordable Payment Plan.

TERMSDEPOSITPAYMENT PER MONTH
6$ 300$ 192.04
8$ 300$ 144.03
10$ 300$ 115.22



Additional Information

Exam: CDMSSP 2.0  

Certification Retirement Date:  No date set

Recommended Duration: Maximum of 20 Weeks


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