Week One
A live Kickoff session with host Steffan Aquarone, 3pm GMT April 23, 2024.
On-demand Course: Customer Experience
- Business Value of CX
- Mapping CX
- UX Design Principles
- Identifying Customer Needs & Sources of Insight
On-demand Course: Content
- The Content Opportunity
- Key Considerations in Content Marketing
- Content Strategy
- Implementing Content Marketing
- Measuring & Optimising Content
Week Three
On-demand Course: SEO
The Opportunity / On-Page SEO / Technical SEO / Off-Page SEO / Measuring & Maintaining SEO
On-demand Course: Organic Social
The Opportunity / Social Strategy / Creating Organic Social Content / Planning Organic Social / Publishing & Amplifying / Measuring & Optimising
Week Two
On-demand Course: Customer Data
Types of Data / Defining Data Strategy / Collecting Data / Understanding Customers / Owned Media Targeting / Paid Media Targeting
On-demand Course: Email Marketing
The Opportunity / Key Email Metrics / Audience Targeting / Effective Content & Creative / Managing & Optimising Email Marketing
Week Four
Reading Period – No Coursework
Earned Media Q&A with Host and Econsultancy SMEs
Learners have the opportunity for an extended video Q&A with the Host and Econsultancy experts to end the first term.
Week Six
On-demand Course: Paid Social
The Opportunity / Planning Paid Social / Setting Up Social Campaigns / Optimising Creative / Optimising Campaigns / Audience Targeting / Ad Bidding / Refining Performance
On-demand Course: Influencer Marketing
The Opportunity / Identifying Influencers / Planning / Managing Collaboration / Measuring & Optimising
Week Five
On-demand Course: Digital Advertising
The Opportunity / Programmatic Trading / Creating a Digital Ad Plan / Effective Creative / Targeting / Measuring & Optimising
On-demand Course: Paid Search
The Opportunity / Planning Paid Search Investment / Planning / Setting Up Campaigns / Optimised Targeting / Ad Bidding / Ad Listings & Landing Pages
Week Eight
Closing Video
- Video session with Host to prepare for the simulation based final exam.
- Live Trends Session with Econsultancy Senior Analyst Lynette Saunders
- Presentation on the latest digital marketing trends with Q&A.
- Integrated Marketing Simulation Final Exam
Learners complete a simulation using their new skills in integrated digital marketing and receive the certificate of completion and CPD points.
Week Seven
On-demand Course: Integrated Digital Marketing
The Imperative / Setting Objectives / Connections Planning / Understanding the Ecosystem / Content Planning / Media Planning / Measuring & Optimising
Paid Media Q&A with Host and Econsultancy subject matter experts
Learners have the opportunity for an extended video Q&A with the Host to end the second term.