FACULTY OF COMMERCE AND LAW
DEPARTMENT OF MARKETING
ONLINE COURSE
CERTIFICATE IN DIGITAL MARKETING 

1.       COURSE NAME

Certificate in Digital Marketing.

 

2.       OBJECTIVES

The Certificate in Digital Marketing aims at equipping participants to get measurable business results as they engage sustainable competitive advantage through various digital platforms

By the end of the course participants will be able to

2.1              use digital marketing platforms to grow business.

2.2              track your business performance using marketing strategies  which are critical and relevant to effective to enhance brand visibility.

2.3              critically understanding of theories planning, concepts of digital marketing, ethical issues in digital marketing and search engine marketing and search engine optimization in digital marketing processes

2.4              establish relationships through internal marketing and external marketing using digital marketing reach the target market for your organization.

2.5              to assess the extent to which digital marketing strategies

determine the sustainability of digital marketing platforms in your organisation

2.6              The ability to apply the above appropriately.

 

3.       TARGET GROUP

The programme is designed for:

3.1              Individuals who intend to further their academic studies in digital marketing strategy.

3.2              Individuals who intend or are already employed in the marketing of products, services, experiences and ideas and would like to learn how to show case these using contemporary perspectives in marketing.

3.3              CEOs Senior Management Business leaders Operational Executives  in the public and private sector.

 

4.       ENTRY REQUIREMENTS

To be eligible for admission to the Certificate in Digital Marketing Strategy an applicant must have a minimum of five (5) Ordinary level subjects including English. For mature applicants, applicants must be above eighteen years and in possession of three Ordinary level subjects.

5.                 DURATION

The duration of the Certificate in Digital Marketing six weeks.

 

6.                 MODE OF DELIVERY

The Online Mode of instruction will apply. This includes:

a.       specially prepared online materials

b.      innovative technology enabled learning

c.       self-directed learning

7.                 LANGUAGE MEDIUM

English

 

8.       SCHEME OF ASSESSMENT

Finals assessment shall be continuous assessment and no written examination.

  

9.                 CURRICULUM

 

Module

DESCRIPTION

DURATION

Unit 1

Introduction to Digital Marketing

Week 1

 Unit 2

 The Basics of Social Media Marketing

Week 2

Unit 3

Digital Marketing Plan

Week 3

Unit 4

Search Engine Marketing

Week 4

Unit 5

 Search Engine Optimization

Week 5

Unit 6

Building an attractive website and  web Analytics

Week 6

 

 A Digital Marketing Strategy certificate is a great course which describes contemporary and essential issues of digital marketing in a well thought-out, well organized manner. The substance of the module was extensive in all respects to fill gaps missed by many of the more popular marketing books in the genre. Material in this module is reliant on today’s advertising needs. In this digital marketing course you will learn the fundamental principles of digital marketing before delving into the world of electronic digital marketing. Still one of the most reliable and effective forms of digital marketing, email marketing done correctly is like a license to print money. You will learn proven strategies for creating engaging emails and building a list of hungry subscribers through strategies of how to build a good website. Whether you’re a marketing specialist, a digital technologist or a small business owner, this digital marketing course will give you practical knowledge and valuable insights to implement a successful digital marketing strategy for your brand.

 

The innovation in digital technologies and the ways in which we interact with them have continued relentlessly. The most dramatic changes have been in user participation facilitated by the new Web 2.0 digital technologies and evolving Web 3.0 approaches. Today, and into the future, consumers don’t only go online to save time and money while selecting and purchasing products, they go online via web or mobile to spend time, to socialize and simply for entertainment. The rise of the now familiar social networks such as Bebo, MySpace, Facebook and in the business arena, Linked in and Academy are now where many of us spend time, sometimes discussing brands, but for most of the time just socializing. And of course when we’re socializing, we mostly don’t want to be interrupted by marketing messages – so customer engagement has become a key challenge. Systems to tell others what we think about products and brands are also important and user generated content generated on rating platforms such as Delicious, Digg, YouTube and the shopping comparison sites are only going to increase in importance.

 

In this module we forecast that customers would start to consolidate their choices to better, added value sites and services. We also describe the growth of blogs and the emergence of interactive Web 2.0 applications.

 

We will learn that being customer centric online is essential to create real value added customer experiences that nurture customer satisfaction and ultimately, highly profitable, repeat business. We will realise and learn that many organizations are only at an early stage of developing their online marketing capabilities. Many have not implemented or refined many of the core digital marketing techniques that we describe in this module such as search engine optimization, partner marketing, personalized web recommendation, A/B and multivariate testing and automated e-mail contact strategies.

 

Digital marketers also now have to make sure their web sites are accessible to be compliant with the Disability and Discrimination issues (which is good practice since it also assists with search engine optimization).

 

Despite all of this, the fundamental principle remains the same – stick close to customers. Talk to them. Listen to them (in communities and social networks). Understand them better than they understand themselves. Become customer experts. Be crystal clear about the target markets, who they are, how you access them, why you are going after them.

 

Use marketplace analysis and modelling to understand your offering and how you compare to competition, both in reality and in customers’ perceptions. Then develop credibility before raising visibility. After that, strong and clear value propositions help to win customers’ and prospects’ permission (permission marketing). Use digital marketing analysis techniques such as surveys, audience data and web analytics to refine your online offering. You can then refine your proposition and develop relations (relationship marketing) through effective, usable web sites and timely reminders (whether by opt-in e-mail, text messages, direct mail or even telephone (permission allowing).

 

Learners will be moving from their initial e-plans onto the next generation of e-plans or developing a long-term digital marketing roadmap to introduce new approaches. We hope this module helps to move you along the evolutionary path towards e-plans that really help to boost performance in an integrated way. Although the benefits of digital marketing span right across an organization’s functions (customer feedback, customer service, product enhancement, sales, finance/payment, delivery, administration and marketing), we tend to link it strongly to marketing communications plans. The reality is that any digital-marketing plan needs to be part of a Marketing Communications Plan and it also should be part of a broader Marketing Plan. Needless to say the e-plan should fit in with the overall business plan and goals.

Enjoy the read, enjoy the digital ride and let us know what you think via our sites.www.zou.ac.zw vingirayii@zou.ac.zw