You will understand who your target buyers are and develop the buyers’ journey. Then, you will develop a content plan designed to influence your buyers as they go through the journey. You will also know how to design, execute, measure and optimize digital marketing campaigns aligned to the buyers’ journey.

You will learn how to design and execute digital marketing campaigns via social media (e.g., Facebook, LinkedIn, Twitter, Pinterest and Instagram), Pay per Click (e.g., Google Ads), emails (using email marketing tools). You will know how to create landing pages that can convert visitors to leads.

Digital marketers are expected to be able to design and create engaging contents. You will learn basic graphics/photo editing tools such as Photoshop and Canva. You will know how to use basic animation tools such as Camtasia, Doodly and GoAnimate.

You will know how to write compelling copy that sells for Google Ads and Social Media. You will also know how to write short articles, blogs and social posts. You will also learn how to conceptualize video and write scripts for Youtube ads.

Digital marketing involves a lot of testing, measuring and optimizing ads and campaigns using data. Here, you will learn how to collect customer data and analyse interactions and visits and use this information to create comprehensive reports that can improve future marketing strategies and campaigns. You will learn how to use Google Data Studio to analyse Google Analytics data.

Search Engine Optimization (SEO) aims to increase search ranking of your website based on selected keywords. Here, you will learn how to optimize website and web pages for search engines. You will learn how to to optimize website content copies for search engines and work with content creators and digital marketers to design, create and disseminate engaging contents for purposes of generating backlinks.