• To provide learners with a comprehensive understanding of marketing principles and sales
management strategies
• To develop skills in market analysis, consumer behaviour, and strategic marketing
planning
• To equip learners with the tools to manage and lead sales teams effectively
• To explore digital and traditional marketing channels and their integration in business
strategy
• To prepare learners for marketing and sales management roles in competitive business environments
environments

Upon completion, learners will be able to:
1. Understand the digital marketing landscape and key channels
2. Plan and execute effective digital marketing campaigns across multiple platforms
3. Apply SEO, PPC and email marketing strategies to drive traffic and conversions
4. Use data analytics tools to measure and optimise campaign performance
5. Develop a comprehensive digital marketing strategy aligned with business objectives

Module 1: Introduction to Digital Marketing

• Overview of the digital marketing ecosystem
• Digital consumer behaviour and the customer journey
• Owned, earned and paid media
• Legal and ethical considerations in digital marketing (GDPR)
• Setting digital marketing objectives and budgets

Module 2: Search Engine Optimisation (SEO) and Content Marketing

• On-page and off-page SEO techniques
• Keyword research and competitor analysis
• Content marketing strategy and content creation
• Blogging, video marketing and podcasting
• Technical SEO and website audits

Module 3: Social Media Marketing and Management

• Platform strategies: Instagram, LinkedIn, TikTok, Facebook, X
• Social media content planning and scheduling tools
• Influencer marketing and user-generated content
• Community management and engagement strategies
• Paid social advertising and campaign management

Module 4: Pay-Per-Click (PPC) Advertising and Email Marketing

• Google Ads campaign setup and optimisation
• Display advertising and remarketing
• Email marketing strategy and automation
• List building, segmentation and personalisation
• A/B testing and email performance metrics

Module 5: Digital Analytics and Campaign Management

• Introduction to Google Analytics and dashboards
• Key performance indicators (KPIs) and conversion tracking
• Marketing attribution models
• Campaign reporting and data-driven decision-making
• Developing an integrated digital marketing strategy

Project