1. Digital Marketing in The Era of AI
This module opens by explaining the core concepts, principles, and purpose of digital marketing in an era when machine learning algorithms, large language models, and AI-powered tools are disrupting and transforming how businesses operate. It introduces digital media and digital marketing channels, and it explores how AI technology and tools are impacting on the roles and responsibilities of digital marketers today. Participants will uncover audience and industry insights from digital research using AI and more traditional methods, and how to connect effectively with customers using a 360 digital marketing campaign.

2. Content Marketing
This module explores the knowledge and skills required to plan and execute a content marketing strategy in a persona-oriented, data-driven way. Participants will be able to connect content to the Buyer’s Journey and understand how to engage an audience in a meaningful way. It covers content creation and content curation, and how to use ChatGPT for these tasks. And it explores how to extend the value of content using scheduling tools and promotion methods. The module concludes by examining the key metrics for measuring the success of a content marketing campaign and how AI technologies can be used to enhance content marketing performance.

3. Social Media Marketing
This module introduces the key social media platforms for digital marketing and demonstrates how to set up a social media experience for a business. It explains the techniques and best practices for growing and engaging a social media audience. And it explores AI’s transformative impact on social media, detailing its increasing significance, core applications, and leading third-party tools. It concludes by highlighting best practices for leveraging AI in social media.

4. SEO (Search Engine Optimization)
This module begins with the fundamentals of SEO and how search engines and search engine results pages (SERPs) work. It outlines different types of search queries, the role keywords play, and the purpose of keyword research. Next, it explains the difference between short-tail and long-tail keywords and recommends best practices for implementing SEO keyword research. It addresses how to boost a website’s organic search ranking using the three pillars of SEO: technical, on-page, and off-page optimization. It also covers the benefits and advantages associated with using free and paid SEO tools and the growing impact of AI technologies and tools on the tasks and activities associated with SEO. Finally, it explains how and why to track keyword rankings, organic traffic, and website conversions to measure SEO performance.

5. Paid Search (PPC) and Display Advertising
This module covers two essential areas of digital marketing: paid search (also known as pay-per click, or PPC, advertising) and display (and video) advertising. It explains how paid search captures consumers when they’re actively looking for information, products, or services, and how display and video ads aim to reach a broader audience, build brand awareness, and generate interest. These strategies, while distinct, complement each other in a comprehensive digital marketing approach. Starting with the basics of paid search, the module covers search engine roles, keyword strategies, and optimizing PPC campaigns using Google Ads. It then addresses display and video advertising through the Google Display Network (GDN), including ad formats, AI-powered features, and targeting options for audience engagement and remarketing. It continues with budget management, and measuring and optimizing campaigns using Google Ads. The module concludes by examining the advantages and disadvantages of Google AI Assistant and Performance Max campaigns in Google Ads, along with AI-powered bid strategies and ad creation optimization.

6. Email Marketing and Automation
This module begins with the fundamentals of email marketing, including the central role of data collection and email regulations. It then introduces key email marketing tools and techniques, before exploring how automation and AI can streamline your email marketing campaign. It demonstrates how you can optimize email components such as the subject, copy, imagery, and layout. It then covers key topics around email campaign creation and how you can overcome campaign delivery challenges. Finally, it covers how you can use metrics, tactics, and best practices to test and optimize your email campaign.

7. Professional Soft Skills for Digital Marketers
To be effective, particularly in today’s hybrid and remote work environments, digital marketers need to possess strong technical marketing and digital skills in addition to well-honed soft skills. This module dives deep into the key soft skills that digital marketers need to master to be successful today. The module opens by explaining how project management techniques are used to manage marketing campaigns and to achieve project success. It explores how applying agile thinking and developing an agile mindset can increase innovation and efficiency when undertaking digital marketing tasks and assignments. Next, it explores techniques to generate new ideas and to help remove barriers to creativity. It examines techniques to improve problem-solving and to develop and hone strategic thinking skills. It also covers tactics and strategies to manage time more effectively to achieve personal and business objectives, and then concludes with tips and techniques to help improve communication and persuasion skills in the workplace.

8. Web Optimization, Ecommerce, and Social Commerce
This module introduces key concepts and best practices underpinning effective website design. It deep dives into the structure and organization of the types of websites people typically encounter online, including ecommerce, lead generation, and portfolio (or brochure) websites. It covers the role that marketers and the Buyer’s Journey play when planning a website and it will enable digital marketers to build and publish a simple, well-designed, and optimized website that is aligned to an organization’s specific business goals. It also examines the principles of UX and user-centered design to help develop a consistent, responsive, usable, and frictionless online experience across device types. Then it dives deeper into the specific considerations, tactics, and best practices for developing an effective ecommerce website or app. It examines the metrics that digital marketers use to capture, track, and measure website activity, and the tactics and techniques used to evaluate and optimize the performance of a website. Finally, it looks at how to use social commerce channels and tactics to increase social commerce sales.

9. Analytics with Google Analytics 4
This module begins by exploring the fundamentals of digital marketing analytics. It also examines 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. It then moves on to look at how to set up and configure Google Analytics 4 (GA4), the latest version of Google’s web analytics platform with AI-enhanced features, and install GA4 tracking code to link it to a website. The module covers setting website goals to analyze performance and analyze customer conversion journeys. It also provides comprehensive detail on how to use GA4 reports and features to monitor and analyze digital campaigns. It concludes by looking at how marketers can use AI-driven insights and data-processing capabilities to enhance data-driven decisions.

10. Digital Marketing Strategy
This module identifies the core components of an effective digital marketing strategy, and the role AI can play in strategy development. It also 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. And it explains how to develop a creative strategy based on campaign research to engage an audience and deliver on campaign goals. The module concludes by explaining how to execute a digital marketing strategy supported by a channel plan, a paid media plan, a campaign action plan, and succinct strategy documentation.