Certified Agile Digital Marketing Expert (CADME)

The student has successfully completed the certification and equipped the essential digital marketing skills required for the modern work place that includes: 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. TOPICS: Principles of Digital Marketing Developing Objectives Digital Research Cultural Research Connecting with the Customer 2. CONTENT MARKETING The Content Marketing module will enable you to develop the knowledge and skills needed to plan and execute a content marketing strategy in a persona-oriented and data-driven way informed by business objectives, aligned with the buyer journey and overall marketing strategy. TOPICS: Concepts & Strategy Using Content Research Content Marketing Plans Creating & Curating Content Publishing & Distributing Content Metrics & Performance 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. TOPICS: Key Social Platforms Setting up a Social Media Experience Growing & Engaging an Audience Social Media Campaigns Data-Driven Audience & Campaign Insights 4. SEARCH ENGINE OPTIMISATION (SEO) The Search Engine Optimisation (SEO) module will enable you to build an organic search marketing strategy that brings the right kind of visitors to your website. It will help you understand how to boost conversions, stand out against competitors and ensure the best possible ROI. TOPICS: SEO Fundamentals SEO & Business Objectives Keywords SEO Content Plan Search Ranking SEO Performance 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 optimise paid search campaigns. TOPICS: Fundamentals of Paid Search Google Ads Search Campaign Management Search Campaign Measurement 6. DISPLAY & 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. TOPICS: Fundamentals of Display & Video Advertising YouTube Google Display Network Ad Formats Video Campaigns Measurement and Optimisation 7. EMAIL MARKETING The Email Marketing module begins with the fundamentals of email marketing and how the concepts of segmentation, personalisation, timing, and engagement along with the legislation and regulations surrounding data protection underpin an effective email marketing strategy. TOPICS: Email Marketing Fundamentals Tools and Strategy Email Design Email Campaigns Testing and Optimising Marketing Automation 8. WEBSITE OPTIMISATION The Website Optimisation module will explore how to build and publish a well- designed, high - performing and optimised website that is aligned to your business goals. You will use the key components of web design to design, create and publish an effective website and choose the most suitable hosting option based on budget and business goals. TOPICS: Web Design and Website Optimisation Websites Design Principles & Website Copy User-Centred Design Website Optimisation Website Metrics 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. TOPICS: Web Analytics Fundamentals Configuring a Google Analytics Account Setting Goals Monitoring Campaigns Analysing & Recording Data 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. TOPICS: Fundamentals Strategy Objectives & KPIs Digital Strategy Research Creative Strategy Digital Marketing Strategy