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DMI Tracks – Digital Marketing Essentials

DMI Tracks – Digital Marketing Essentials

6 Hours Online • Short Course

This course covers the fundamentals including digital tools, technologies and uses. Learn about email, social media and customer service. Perfect for non-marketing teams building their digital awareness.

With a focus on career-ready learning, and delivered through a blend of essential reading, case studies and useful toolkits, this course will quickly make you familiar with the core foundations of digital marketing.

Program learning outcomes and content

WHAT WILL I LEARN?

Key skills and competencies you will gain
  • Customer Journeys
  • Web Concepts and Terminology
  • User Experience
  • Social Media
  • Social Customer Service
  • Data Security
  • Data Analytics
  • Reporting Data
Module 1 - The Digital Opportunity

Explore the new consumer journey to purchase. Where are the opportunities for your brand? Here we talk about digital touch points, digital disruption and transformation – and what this means for you.

Knowledge Gain:

  • Key Concepts of Digital
  • Customer Behavior
  • Customer Journey Influencing DecisionsIdentify Digital Opportunities
 

Tookits Included:

  • Buyer Persona Template

CaseStudy/Webminar:

  • Glossier: A Thoroughly Modern Beauty Brand

Expert Insights:

  • The Best Digital Marketing Channels with Mark Evans
Module 2- Websites and Email

Learn about key web concepts and terminology, how to create an online presence and what works for your brand. We’ll take your through the basics of simple but effective web design and eCommerce.

Knowledge Gain:

  • Online Presence
  • Design and UX
  • Customer Journey and Conversions
  • Email Marketing

Tookits Included:

  • eBook: Email Content and Copywriting Checklist
  • Reading: How Do Search Engines Actually Work?
  • Reading: Guide to SEO for Small Business
  • Video: The Power of Email Marketing

CaseStudy/Webinar:

  • The Skimm: Disrupting News Media and Making Email Cool Again
  • Email Marketing Strategy – The Ultimate Blueprint

 

Module 3- Social Media and Social Selling

We explore the bigger platforms including LinkedIn, Facebook, Twitter, Instagram and Snapchat. Then, a look at social advertising and how it allows for pinpoint targeting.

Knowledge Gain:

  • Social Media Platforms
  • Benefits of Social Media for Business
  • Personal Branding
  • Social Media Audiences

Toolkits Included:

  • How to Manage your Online Reputation

Casestudy/Webinar:

  • Glossier: A Thoroughly Modern Beauty Brand

Experts Insights:

  • Brian Lavery (AccuWeather) on Data and GDPR
Module 4- Social Customer Service

Here you get tactics, techniques, approaches, best practices and customer-friendly digital tricks. Explore online complaints handling, reporting mechanisms, negative feedback and reviews.

 

Knowledge Gain:

  • Social Customer Service
  • Brand Management
  • Benefits of Digital Tools

Tookits Included:

  • How to Manage Online Customer Review
  • DMI Guide to Social Media

Expert Insights:

  • Facebook Messenger Marketing and Chatbots, with Larry Kim
Module 5- Digital Challenges and Risks

We cover data protection, cyber-security, identity theft, malware and hacking. We also cover important regulatory information – laws and guidelines, GDPR, data security and collection.

Knowledge Gain:

  • Minimizing Risks within Digital
  • Using Policies, Guidelines, Data Protection
  • Relevant Laws and Guidelines

Tookits Included:

  • Social Content Distribution & Engagement Dashboard
  • Content Audit Checklist

Case Study/ Webinar:

  • The Definitive GDPR Checklist for Marketers
 
Module 6- Digital Mindset

Learn about S.M.A.R.T (Specific, Measurable, Achievable, Relevant, Timely) business goals and the importance of Key Performance Indicators (KPIs). The Digital Mindset means you think digital first.

Knowledge Gain:

  • Using Digital to Achieve Business Goals
  • Agile Thinkng
  • Data Metrics and Analytics
  • Nurturing a Digital Mindset and Cuture

Tookits Included:

  • The Economist Group White Paper: Talent and Technology in 2020 and beyond

Case Study/ Webinar:

  • Gimlet Media – Leading the Podcast Industry to its Golden Era
  • Agile Thinking in Managing Projects
  • Facebook: Shaping the Digital Future
  • A Leadership Mindset
  • eBook: What are the most Digital Industries and Why?
 

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