This course identifies the core components of an effective digital marketing strategy and explains how to develop an effective budget plan and measure the ROI for digital activities. It covers how to set clear and actionable objectives and measurable KPIs as well as the key research activities to undertake to guide channel selection and messaging.

The course introduces key concepts underpinning effective website design and the purpose of website optimization. It also covers the fundamentals of web analytics and the associated legal responsibilities and best practices concerning data collection, consent, and privacy that enable a digital marketer to draw actionable conclusions from website or marketing channel data.

At the end of this course, students should be able to:

• Outline the core components of a digital marketing strategy and the benefits of using a strategic approach when developing digital campaigns
• Define and set objectives to establish clear and measurable KPIs
• Develop a creative strategy that engages an audience and delivers on campaign goals 
• Recognize the key components of effective web design, different types of websites and their purpose in delivering on business objectives
•  Identify the principles of good web design and to attract potential customers using effective website content
• Optimize website performance and usability using user-centered design principles and processes
• Utilise the fundamentals of web analytics and the associated legal responsibilities and best practice concerning data collection, explicit consent, and privacy
• Set up and configure a Google Analytics account and install Google Analytics tracking code
• Set goals to analyse digital campaign performance and analyse the customer conversion journey using Google Analytics
• Monitor digital marketing campaigns and derive insights to optimize campaign performance using Google Analytics reports
• Outline how to track live data and use Google Analytics custom reporting features to record and analyse campaign data