Content overview
MODULE 1: Thinking About Digital Marketing
The first module of the course will introduce you to the broader topic of eMarketing and will outline the basics of what you will learn over the next 9 weeks. It will explain how the tactics will fit together in the bigger picture of an overall business strategy.
MODULE2: Creating Your Digital Assets
This module will teach you about creating content online. You will learn how to write online copy and will learn the basics of developing and designing websites for PC and for mobile phones.
MODULE 3: Earned Media
Earned Media is a term that has evolved as a result of digital marketing. It is a way of promoting your brand through customer-controlled channels, such as Social Media. This module focuses on explaining the ins and outs of using Social Media for your business, including a section on Viral Marketing.
MODULE 4: Creating and Monitoring Your Buzz
Online Reputation Management and WebPR go hand in hand. This module builds on the previous one and it will teach you how to get people talking about your brand online and what you can do to monitor and drive this conversation.
MODULE 5: Managing and Maintaining Customer Relationships
This module will teach you about the importance of customer relationships and how to manage these through digital channels. Email Marketing is one of the key online customer relationship management tactics and will be covered in detail in this module.
MODULE 6: Affiliate Marketing and Mobile Engagement
This module covers sections on Affiliate Marketing and Mobile Engagement. You will learn how Affiliate Marketing campaigns work and what the benefits are of using this form of advertising. The second half of the module will teach you the most effective ways of reaching your audience through engagement on mobile devices.
MODULE 7: Paid Media
The third module covers the intricacies of Earned Media, and this module will introduce you to Paid Media. As opposed to Earned Media, Paid Media involves paying to leverage a channel for brand promotion. You will learn about Search Engine Marketing, including Search Engine Optimisation (and Video Optimisation) as well as Pay Per Click Advertising and Display Advertising.
MODULE 8: Optimising Your Digital Campaigns
The content of this course culminates in a module on how to optimise your digital campaigns, from setting up Web Analytics and optimising your website to increase conversions.
MODULE 9: Research Project
In the first week of the course you will receive the research project assignment and will have the duration of the course to complete it. You will spend this week finalising and submitting your research project. Students are also encouraged to prepare for the exam which takes place the following week.
MODULE 10: Final Exam
Students get to sit the Quirk eMarketing Accreditation Exam if their work has been of a high standard during the course. This is an online 2-hour exam which tests your knowledge of the content covered during the course and will recognise you as a Quirk Certified Digital Marketer.
Students’ knowledge will be tested each week with an assignment which will focus on the topic for that week. At the beginning of the course the students will be given a research project to complete by the end of the four weeks.
NQF complexity level
This programme is presented on the complexity level of NQF 6.