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Certified Digital Marketing Professional

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English
Intermediate
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Course Overview

During the Certificate in Digital Marketing Professional (CDMP) course you will learn the methods by which Digital Marketing is used to help businesses build sales and brands in today’s digital economy.
The course will explain the essentials of digital planning, strategy, audiences, channels such as search engine optimization, paid search, social media marketing, email marketing, content marketing, mobile marketing, implementation, and measurement. The future of digital and innovation will also be considered and how it affects today’s entrepreneurs and start-ups.
By the end of the course, you will have an excellent understanding of how digital marketing works and will be able to create effective and optimized digital marketing plans as well as know how to implement and measure these properly for ongoing business success and growth. The course is highly interactive, includes case studies from all over the world, and includes many exercises and a wealth of resources.
The DMI CDMP is recognized globally as a respected qualification and has been instrumental in helping people, businesses and brands worldwide.
Blerta Isai Mustafa
Training Adviser

Key Takeaways

1
Increase your website’s visibility through Search Engine Optimization (SEO) techniques
2
Drive qualified traffic to your website through Pay-Per-Click (PPC) advertising
3
Execute digital display campaigns
4
Capture, segment and manage subscribers to plan and execute a successful email marketing campaign
5
Use suitable social media channels to grow and engage an audience
6
Measure and optimize social media campaigns
7
Leverage mobile marketing for its micro-targeting advantages
8
Analyze and optimize your overall digital marketing activity
9
Create a formal digital marketing plan for your business

Digital Marketing Institute
Brand Logo
The Digital Marketing InstituteSM offers courses in Digital Marketing, Digital & Social Selling, Strategy and Planning, Social Media, Mobile Marketing, and Search Marketing - just choose your area of interest. Find out what course works best for you. At the Digital Marketing Institute, we have made it our mission to transform the skills and knowledge of digital professionals on a global scale. There are three core reasons for this. The first is to advance the careers of marketers and sellers, the second is to address the digital skills shortage to ensure businesses have a capable and agile workforce. The final reason is to provide educators with professional certifications that can nurture future generations. We’re as passionate as we are ambitious, and the journey has only just began.

Course Outline

Module 1
Introduction to Digital Marketing
This module introduces the core principles and purpose of digital marketing. It will enable you to develop clear and actionable business objectives for a digital marketing plan, gain audience and industry insight by conducting digital research, and to prepare the foundations for a fully integrated 360 campaign by connecting effectively with your customers and targets.
Through this module, you will be able to differentiate between inbound and outbound marketing strategies. It will also explore the difference between traditional and digital marketing helping you realize the benefits of using them in combination.
At the end of the module, you will know how to develop clear and actionable objectives for a digital marketing plan with SMART objectives and use digital research and social listening to gain insights into your competitors as well as your audience and industry.
Topics covered include:
→ Inbound and outbound strategies
→ Traditional vs Digital Marketing
→ Digital Channels
→ SMART Objectives
→ Audience Research
→ Social Listening
→ Competitive Research
→ Industry Research
→ The Buyer Journey
→ Marketing Functions
→ Concepts and Principles
→ Processes and Tools
Module 2
Content Marketing
This module introduces you to the key principles of content marketing to enable you to align content effectively with the buyer journey. You will explore the knowledge and skills required to plan and execute a content marketing strategy in a persona-oriented, data- driven way.
It also covers content creation and curation, along with how to extend its value using scheduling tools and promotion methods. The Content Marketing module concludes by examining the key metrics and tools for measuring the performance of a content marketing strategy.
Topics covered include:
→ The Benefits of Content Marketing
→ Content Alignment
→ Community Management
→ Content Strategy and Planning
→ Content Audits
→ Consumer Profiles
→ Content Calendar
→ Content Management Systems
→ Content Formats
→ Content Seeding
→ Content Marketing Metrics
Module 3
Social Media Marketing
The Social Media module introduces the key platforms for digital marketing and demonstrates how to set up a social media experience for a business. You will be able to identify the benefits of social media marketing and differentiate between the most influential networks and their advantages.
As a result, you will understand the techniques and best practices for growing and engaging an audience and demonstrate how to create effective paid advertising campaigns on key social platforms. In addition, you will understand how to build, manage, and sustain an active social media community.
The module also covers how to extract and report on data from the platforms’ native analytics tools to derive deeper audience and campaign insights.
Topics covered include:
→ The Benefits of Social Media Marketing
→ Social Media Platforms
→ Key Terminology
→ Community Techniques and Best Practice
→ Storytelling
→ Video
→ Campaign Setup
→ Campaign Management
→ Tools and Analysis
→ Social Media Metrics
Module 4
Search Engine Optimization (SEO)
The SEO module begins with the fundamentals of search engine optimization and how search engines work.
It explains why it is vital to align SEO objectives with overarching business objectives and how to use keyword and competitor research to build a content plan that attracts and engages the right kind of visitors
The module also explores how to boost online conversions to help stand out in today’s fiercely competitive online marketplace and ensure the best possible Return on Investment (ROI).
Topics covered include:
→ The SEO Landscape Today
→ SEO and personalization
→ SEO and localization
→ Algorithm updates
→ How search engines work
→ Keyword analysis
→ On page and technical SEO
→ Off page SEO
→ The impact and uses of social media in SEO
→ The use and purpose of Inbound links
Module 5
Paid Search (PPC) Using Google Ads
This module begins with the fundamentals of paid search and it’s benefits and demonstrates how to implement and manage Pay-Per Click (PPC) campaigns using Google Ads.
Through the Paid Search Module, you will understand the key concepts underpinning bid auctions, how to manage paid advertising budgets, and how to optimize paid search campaigns.
It also covers conversion tracking and how to measure and report on the performance of paid search campaigns using Google Analytics and Google Search Console.
Topics covered include:
→ The Process of PPC
→ PPC Campaign set up
→ PPC Campaign management
→ Targeting in PPC
→ Bidding and Bid prices
→ Keyword planner
→ Match types in PPC
→ Setting up and managing Extensions
→ Landing pages and PPC
→ Audience lists in PPC
→ Conversion tracking in PPC
→ PPC Reporting
Module 6
Display and Video Advertising
The Display and Video Advertising module begins with the fundamentals of display and video advertising and demonstrates how to set up and manage a YouTube channel.
It covers the ad formats available within Google Display Network and YouTube and shows you how to set up and manage campaigns. You will also understand how to apply audience and contextual targeting, exclusions, remarketing, and bid adjustments to target display and video ads at the right audience.
By the end of the module, you will be able to identify the key metrics and tools to use to analyze and optimize the effectiveness of campaigns.
Topics covered include:
→ Key Concepts, Benefits and Value
→ Key Advertising Platforms
→ Ad Buying Mechanisms
→ YouTube Channel Setup
→ Video Best Practices
→ Google Display Network Types
→ Ad Formats and Sizes
→ Responsive and Non-Responsive Ads
→ Cross Channel Ad Linking
→ Targeting Types
→ Audience Targeting
→ Contextual Targeting
→ Remarketing
→ Bidding Strategies
→ Measurement and Optimization
Module 7
Email Marketing
The Email Marketing module begins with the fundamentals of email marketing and how the concepts of segmentation, personalization, timing, and engagement along with the legislation and regulations surrounding data protection underpin an effective email marketing strategy.
The module introduces key email marketing tools and techniques and explores subscriber list and email design best practices.
It also comprehensively explores how to create, test, and optimize an email campaign that maximizes open and Click-Through-Rates (CTR) and provides an overview of the value provided by marketing automation tools.
By the end of this module, you will have a comprehensive understanding of all the elements involved in an email marketing strategy.
Topics covered include:
→ Key concepts in Email Marketing
→ Frameworks for Email Marketing
→ Database Management
→ Planning an Email Marketing campaign
→ Email Marketing and Sales integration
→ Email Writing and Design
→ Gateway pages and data capture
→ Tools and tactics in Email Marketing
→ Creating Effective Email Marketing
Campaigns
→ Digital Sales Messaging
→ Positioning
→ Testing and Optimization
→ Marketing Automation
Module 8
Website Optimization
This module introduces key concepts underpinning effective website design and the purpose of website optimization.
It will enable you to build and publish a simple, well-designed, and optimized website using WordPress that is aligned to specific business goals.
Additionally, you will understand design principles and best practices for copy and A/B testing along with exploring User Experience and User Interface as part of user centric design.
The Website Optimization module also covers how to use metrics to capture, track, and measure website activity to develop deeper insights
Topics covered include:
→ Design Principles and Website Copy
→ Mobile First Design
→ SEO and UX
→ A/B Testing
→ User Testing Panels
→ Best Practice in UX Design
→ UX and UI Design, Benefits and Principles
→ Key Optimization Performance Factors
→ Implementing Optimization
→ Website Monitoring
→ Evaluation Tools
Module 9
Analytics with Google Analytics
The Analytics module begins with the fundamentals of web analytics and the associated legal responsibilities and best practices concerning data collection, consent, and privacy that enable a digital marketer to draw actionable conclusions from website or marketing channel data.
It demonstrates how to setup and configure Google Analytics and install tracking codes to glean insights about traffic and audience.
In this module, you will also explore setting campaign goals to analyze performance and customer conversion journeys.
At the end of the module, you will be able to use Google Analytics reports and features to monitor and analyze digital campaigns.
Topics covered include:
→ Web Analytics Fundamentals
→ Reporting Terminology
→ Benefits and Limitations
→ Account Setup
→ Tracking Code Implementation
→ Settings and Filters
→ Goals, Funnels and Trends
→ Linking Google Analytics with Other Tools
→ Campaign Types
→ Audience Acquisition
→ Events and Conversion Reports
→ Multi-Channel Reporting
→ Custom Reporting, Annotations, Custom Segments
Module 10
Digital Marketing Strategy
The Digital Marketing Strategy module identifies the core components of an effective digital marketing strategy and explains how to develop a successful budget plan and measure the ROI for digital activities.
It demonstrates how to set clear and actionable objectives and measurable Key Performance Indicators (KPI’s) as well as the key research activities to undertake to guide channel selection and messaging.
It also explains how to develop a creative strategy based on campaign research to engage an audience and deliver on campaign goals.
By the end of the module, you will know how to execute a digital marketing strategy supported by a channel plan, a paid media plan, a campaign action plan, and succinct strategy documentation.
Topics covered include:
→ Digital Strategy Fundamentals
→ Strategy Components and Framework
→ Strategy Purpose
→ Resource Mapping
→ Budget Planning
→ ROI and Success Metrics
→ Setting KPIs
→ Forecasting
→ Strategy Research
→ Developing a Creative Strategy
→ Executing a Digital Marketing Strategy
→ Communicating a Digital Marketing Strategy

Who Should Attend?

This highly practical and interactive course has been specifically designed for
→ Digital marketing staff
→ Operations managers
→ Brand and marketing managers
→ Any other staff that deals with the company’s online presence.

FAQ

What language will the course be taught in and what level of English do I need to take part in an LEORON training program?
Most of our public courses are delivered in English language. You need to be proficient in English to be able to fully participate in the workshop and network with other delegates. For in-house courses we have the capability to train in Arabic, Dutch, German and Portuguese.
Are LEORON Public courses certified by an official body/organization?
LEORON Institute partners with 20+ international bodies and associations.We also award continuing professional development credits (CPE/PDUs) for:1. NASBA (National Association of State Boards of Accountancy) 2. Project Management Institute PDUs 3. CISI credits 4. GARP credits 5. HRCI recertification credits 6. SHRM recertification credits
What is the deadline for registering to a public course?
The deadline to register for a public course is 14 days before the course starts. Kindly note that occasionally we do accept late registrations as well, but this needs to be confirmed with the project manager of the training program or with our registration desk that can be reached at +1071 4 1075 5711 or [email protected]
What does the course fee cover?
The course fee covers a premium training experience in a 5-star hotel, learning materials, lunches & refreshments, and for some courses, the certification fee and membership with the accrediting bodies.
Does LEORON give discounts?
Yes, we can provide discounts for group bookings. If you would like to discuss a discount on a corporate level, we will be happy to talk to you.

Reviews

  • Review:
    IAMM Internal Audit Maturity Model
    In recognition of their dedication and contribution supporting IKEA Saudi Arabia in arranging training programs during 2017 & 2018, looking forward for more development and exciting effort this year. On behalf of IKEA Saudi Arabia, THANK YOU!
    Dalal Kutbi
    Country Learning & Development Manager at IKEA Saudi Arabia
  • Review:
    Certified Professional in Quality and Patient Safety
    Dating back to 2014, Mobily’s “LEORON” experience has grown from a single collaboration to a long-term partnership. We consider ‘’LEORON” Institute as a strategic partner, whose contribution has been nothing but premium in equipping our staff with field-based knowledge and information. Past three years have resulted with an expanded collaboration with superior customer service and support. Best Regards,
    Turki S. Alsahaan
    Dir L&D, Talent Management at Mobily, Etihad Etisalat Company
  • Review:
    Certified Professional in Quality and Patient Safety
    Since the partnership was signed between BAE Systems Saudi Development & Training and LEORON in 2017, we have been working together to offer the Saudi market a complete portfolio of training solutions benefiting from the wide and extensive experience of both parties. Recognizing the great success of this partnership, we are looking for further collaborations in the future that will position both companies as one of the leading training providers in Saudi Arabia. We thank the LEORON team for their full cooperation and continuing support, and look forward to further success together in the years to come.
    Emad Alrajih
    VP, Business Winning at BAE Systems Saudi Development & Training
  • Review:
    Certified Professional in Quality and Patient Safety
    We have been working with LEORON for the past two years and will be working with them again this upcoming year. The programs they delivered were fruitful and exciting and our organization has received positive feedback from the participants. What our organization aims to do is to provide at no cost training for all the private sector employees so that they may benefit from our offered programs in Innovation and Professional development. Leoron has helped us achieve this goal. We look forward to continuing this service and wish them the best of luck. Regards,
    Nasser M. Al-Subaie
    Sr. Program Officer, Enterprise Learning & Human Development at Kuwait Foundation for the Advancemen