Fast Track to Digital Marketing – Programme Syllabus

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.

Ready to level up your Digital Marketing skills?