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Certificate in Introduction to Digital Marketing

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Introduction

This Continuing and Professional Education (CPE) programme in Introduction to Digital Marketing is the first installment of a new suite of innovative programmes offered by the Open Campus in Digital Marketing.  Digital Marketing is an approach, a strategy or a branding and marketing exercise using digital platforms. It is essentially the promotion of a brand, product or service online. The new buzz term; “word of mouse” has allowed consumers to find content and information more easily and efficiently on line. Single media campaigns are fast becoming a rarity, so marketers are required to deploy several media to deliver sufficient reach. Bluntly put: media’s role has stretched beyond its traditional boundaries. For marketers, digital media provides insight into how to reach customers and convert interest into intent to purchase products and services. This 90 contact-hour programme (30 contact hours per course) is geared towards equipping individuals with the skills and knowledge to "formulate, plan and execute” effective digital marketing strategies and channels, including SEO, and SEM. This is a foundation programme, which will include elements that one should know in understanding the rubrics of digital marketing. The target group is all employees, be they in management, finance, marketing, communications, administration, line staff or even the unemployed keen on jump-starting a career in Digital Marketing. 
 

Rationale 

We live in a globally competitive community where products and services must not only meet the standards of consumers but also must be positioned in the market to outperform competitors. Employees who serve in marketing, public relations, customer service, finance and human resource departments all require the relevant training in digital marketing to get the maximum benefit in positioning and performance. At present, all the functions in business involve digital platforms. Hence, employees demand basic knowledge and techniques used in Digital Marketing. It is one of the most critical and economically viable skills one can acquire today. This introductory Digital Marketing Programme is designed to meet the expanding needs for marketers who are competent and skilled in the utilization of a unique blend of technology using search engine tools and social media channels. 
 
The University of the West Indies is an institution which has approximately 70 years (established 1948) of delivering "many academic options in many key areas for Caribbean and global markets." UWI's mission statement underscores a commitment to "advance education and create knowledge through excellence in teaching, research, innovation, public service, intellectual leadership and outreach in order to support the inclusive (social, economic, political, cultural, environmental) development of the Caribbean region and beyond" (UWI mission statement). In light of this overarching commitment, this Programme assists in fulfilling this mandate and contributing to the human resource and socio-economic development of the region. As such, the courses in this Programme are intended to be responsive to the needs of the region and the global marketplace.
 

Aims and Objectives

Upon completion, participants of this programme should be able to:
 
  1. Formulate, plan, and implement effective digital marketing strategies
  2. Apply the practical knowledge, tools and techniques involved with Search Engine Optimization (SEO) 
  3. Apply the practical knowledge, tools and techniques involved with Search Engine Marketing (SEM), 
  4. Use various techniques to rank any webpage on Top of search engines; advance On-Page and Off-Page Optimization, Directory Submission, Keyword research, etc.
  5. Demonstrate how to utilize social listening in Digital Marketing
  6. Create and maintain a positive online image and to effectively manage their company/product’s reputation
  7. Understand the basics of writing compelling content
  8. Understand Google Adwords, setting up Google accounts and the budgeting and bidding process on Google.
  9. Track and measure the return on investment in various digital marketing techniques.
 

Who is the Programme for?

The Introduction to Digital Marketing programme is open to individuals who want to expand their knowledge and understanding of the use of technology using search engine tools and social media channels. It is designed for a wide ranging audience of marketing and non-marketing professionals and associates, be they in human resources, information technology, customer service, management, finance, sales or business development and extending to all employees who need to understand the digital marketing process. Participants will understand what it takes to formulate, plan, and execute digital marketing strategies, win more customers, and retain those they already have.  While it does not have any pre-requisites, participants are expected to be computer literate and to have a basic knowledge of the English language.
 

Entry Requirements 

Whilst there are no academic requirements for entry into this programme, participants should possess some professional exposure, interest or knowledge in the marketing. Basic English and computer skills would also be considered an asset. 

Programme Structure

Course Codes

Course Titles

Continuing Education Units

 

 

MGMT240

 Fundamentals of Digital Marketing

 

3.0

MGMT241

Search Engine Optimization (SEO)

 

3.0

MGMT242

Search Engine Marketing (SEM)

 

3.0

 

Course Description

FUNDAMENTALS OF DIGITAL MARKETING
Participants will be exposed to a variety of topics that relate to planning digital marketing campaigns. They will acquire, through this course, the ability to develop website planning and development. They will learn the essentials in designing an integrated marketing mix on websites. During this interactive, intensive course, participants will be exposed to a variety of topics that relate to the benefits, pitfalls, and best practices of the latest technologies, giving practical guidance to bridge the gap between IT and customer service, delivering high quality service and information to all publics. Participants will also be introduced to some of the latest thinking and methodologies in digital marketing, the communication strategy, setting up brand presence, and understanding Social Listening, engaging with followers on Social Media.
 
SEARCH ENGINE OPTIMIZATION (SEO)
Participants will be exposed to a variety of topics that will prepare them to design and establish Search Engine Optimization strategy.  The course will help the participant execute Keyword research, understand the tools to find keywords (paid and free); and learn Google Adwords.  During the course, students will actually plan SEO of a website, set up the SEO process; learn about Content Marketing, on-page and off-page optimization; the tools for Webmaster as well as Mobile SEO.
 
SEARCH ENGINE MARKETING (SEM)
Participants will be exposed to a variety of topics in online advertising and Ad Networks.  It is aimed at participants who have already completed or are doing the SEO Course. Students will practice the creation of Search campaigns, writing compelling and exciting Ad Copies; understand the creation of effective campaigns and Ad Groups. During this course that combines theory and research with practice, students will engage in Digital Display campaigning. Some important features of Google analytics include segmentation, setting up goals and Source-wise performance analysis; these will all be explored.

When Will the Programme Start?

Contact your nearest Open Campus Country Site on the start date for the programme.  
 

How Do I Apply?

Kindly contact an Open Campus Country Site location nearest to you for further information on the application process.
 

Course Cost

Please contact your nearest Open Campus Site location for information on the cost for this programme. Locations can be found at this link: http://www.open.uwi.edu/locations
 

ASSESSMENT STRUCTURE 

A model of continuous in-course assessment is proposed for all courses to be offered in this programme. Students will be assessed at different intervals over the duration of each course as an alternative to mid-semesters and final examinations. Continuous assessment is learner-focused and reduces anxiety with respect to the finality of testing. Students are provided with more than one opportunity to develop mastery and as a result, develop their own pace as they progress through each course. This assessment method, therefore, enhances learning since students will be able to remediate weaknesses before each course ends.