Week 1: Introduction

This module introduces you to the Digital Marketing Institute’s 3i methodology and framework, which will enable you to plan and develop an effective strategy for your organization. You will learn how to address the complexities of planning and become familiar with the concept of strategic management and reporting.

Week 2: Traditional Communications

Explore communication before digital marketing became widespread and how it has evolved over the years. You will examine the strengths of traditional communication methods, as well as realize its limitations. You will understand how to respond to a range of different situations and how digital communications can be integrated with traditional approaches.

Week 3: Digital Communications

Become familiar with the concept of digital communications and how to use them to engage with an audience. You will also become familiar with the tools and timelines associated with a digital campaign and PR activities

Week 4: Digital Channels

Learn the value, characteristics and suitability of social media platforms and contextualize the digital landscape, including Search Marketing (SEO), Email Marketing, Digital Display Advertising, Mobile Marketing, and Social Media Marketing.

Week 5: Marketing Automation

Become empowered to automate your marketing processes in the areas of lead management, lead generation, lead nurturing, sales enablement, social media marketing automation and customer evangelism.

Week 6: Budget & Resourcing

The Budget & Resourcing module looks at the crucial aspects of planning and maintaining a budget in your digital marketing strategy. On completion of this module, you will be familiar with the key areas to consider when creating a budget for digital activities and understand the range of documentation required.

Week 7: Big Data & Analytics

Gain a broad understanding of Big Data, Advanced Analytics and AI. You will learn the fundamental frameworks and understand how cutting-edge analytics tools are being employed to help businesses succeed. You will learn the elements and practices that make up an efficient analytical approach and the main considerations when constructing a formal analytics program for your business.

Week 8: Digital Leadership

The Digital Leadership module will guide you in your transition from a traditional to a digital strategy and empower you to mentor coach and lead your team in their digital marketing activities. You will learn how to bridge the gap between marketing and sales, act as a social leader, build and maintain awareness of your digital strategy and implement effective communication strategies.

Week 9: Strategy Formulation & Plan

Bring together all the strands of the Digital Strategy and Planning Program as you’re introduced to methodologies for utilizing a SWOT Analysis to develop SMART objectives and create a coherent strategic plan for your organization.