Introduction to Digital Marketing

UCC Single Module Certificate Course

This course introduces the core principles and purpose of digital marketing. It will enable you to develop clear and actionable business objectives for a digital marketing plan, gain audience and industry insight by conducting digital research, and to prepare the foundations for a fully integrated 360 digital marketing campaign by connecting effectively with your customers and targets.

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

• Identify the core principles and purposes of digital marketing
• Differentiate between inbound and outbound marketing strategies
• Distinguish between examples of digital media used in digital marketing
• Differentiate between the characteristics of traditional marketing and digital marketing
• Recognize the benefits of combining traditional and digital marketing for an organization
• Distinguish between the principles of the DMI 3i Methodology for digital marketing
• Distinguish between the different digital channels and the opportunities they provide for business online 
• Recognize the relationship between the marketing functions and the stages in the buyer’s journey
• Recognize how to develop SMART objectives for a digital marketing plan
• Recognize good examples of SMART marketing objectives
• Identify the key audience research categories that enable understanding of your audience and communities of interest
• Distinguish between audience research and social listening platforms and the varieties of insights they provide
• Match social listening and audience research tools to examples of the data and insight they can provide · Recognize the benefits of conducting cultural research
• Recognize how competitive research platforms and tools aid in extracting insights on competitors
• Recognize how Industry trend research provides insight into an industry
• Recognize how to use effective digital research to help drive online retail sales
• Differentiate between each stage of the Buyer’s Journey
• Distinguish between the five marketing functions and their associated marketing activities
• Identify the value of a 360 digital marketing campaign
• Recognize the relationship between the marketing functions and the stages in the Buyer’s Journey
• Appreciate the value of the key concepts, principles, procedures, and tools associated with the discipline of Digital Marketing
• Use the PROPEL model, as the framework for planning a digital marketing