Module Descriptions

Introduction to Digital Strategy and Planning

The Introduction to Digital Strategy and Planning module introduces the key concepts in digital communication. You will learn ways to develop a measured, achievable and well considered-strategy to cater for your digital marketing needs.

Traditional Communications

This module explores communications before digital marketing became widespread. You will examine how communications have developed over time, the limitations of traditional channels and how digital channels can be integrated with traditional methods to achieve greater results.

Digital Communications

The digital communications module builds upon the traditional communications module and explores the digital approach to audience engagement. You will be shown how digital communications are measurable and affords you the opportunity to analyze and develop your digital marketing strategy as it grows.

Digital Channels

This module explores both the advantages, disadvantages and suitability of various channels available to anyone looking to develop a digital marketing campaign. You will know SEO, PPC, email marketing, social media marketing and digital display advertising amongst other concepts so you have the knowledge to implement them as part of a digital marketing strategy.

Social Customer Service

The Social Customer Service module investigates social customer service, peer to peer communities and how online technologies can prove critically important to not only maintaining but also growing your business online.


This module looks at a crucial aspect of maintaining a budget as part of you wider digital strategy and planning. You will understand cost effective channels and how strong analytics can support cases for increased investment in digital channels.


The Personnel module explores the team you build as they will be responsible for implementing and maintaining digital marketing strategies. You will learn about the new roles and responsibilities associated with digital marketing and how to overcome the challenges these create for Human Resource departments.

Risks and Reputations

This module details the risks which have developed alongside the growth of digital marketing. You will also be able to distinguish the importance of reputation in digital marketing, both for companies and brand, and how this reputation can be monitored.


The Analytics module examines the opportunity for measurement, reporting and analysis with digital marketing. You will look at the key terms and concepts associated with analytics to ensure you have a deep understanding of its capabilities. Above all you will be introduced to KPIs and how to employ these as part of your analytics.

Strategy Formulation and Plan

This module ties all the strands of the specialist certification together. You will understand the best practice for implementing a digital marketing strategy and be able to take what you have learned to put together a coherent plan for your organization or business.