Digital Marketing Short Course

This short course aims to provide learners with an insight into how digital marketing methods and tools can be used to enhance marketing and wider business performance. The course will challenge participants to consider how to structure digital marketing activity and will provide insight into a range of the more common digital marketing tactics and techniques. Particular attention is given to Search Engine Optimisation (SEO), Paid Search Marketing , Web Analytics and Online Reputation Management (ORM). You will learn how to evaluate and measure digital success, developing an understanding of the KPIs and metrics that are important to your campaigns. Practical digital tools and tactics will be explored, focusing on how they align and contribute to the overall business strategy.

The following schedule of learning represents the topics that will be covered each week:

Week 1: What is strategy, Digital Insights (Google Analytics), Objective Setting
Week 2: Tactical Implementation, Paid Search Marketing (including PPC), Search Engine Optimisation (SEO)
Week 3: Online Reputation Management (ORM), Measuring Digital Success, Future Proofing your Digital Marketing activity

This course is completed through a mixture of online pre-recorded lectures, live weekly webinars and other self-study reading and activities. Student will undertake a brief induction in their first session that will outline the learning methods that are used on the course and how to access the various learning resources. Students will typically then study 1-2 hours each week independently through York St John’s Virtual Learning platform and will also study 1-2 hours each work through online webinar activity that will be led by senior marketing professionals from Mediaworks. While studying online participants will have regular access to a tutor who will be able to answer any questions that arise.

Participants will be issued with an online workbook which they will complete, and make notes on, as they progress through the course. Students are not assessed as part of this course, but to receive the University Certificate participants will be expected to submit their workbook as proof of completion.

This short course has been developed by a team with extensive academic and professional experience in Digital Marketing. Having previously developed the MSc Digital Marketing and Data Analytics course delivered at York St John University, the course team have extensive experience in developing vocationally focused education and training in all aspects of Digital Marketing.