DMI Track -
Digital Marketing Essentials

 £355 + VAT



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Digital Marketing Essentials

This course covers the fundamentals including digital tools, technologies and uses. Learn about email, social media and customer service. Perfect for non-marketing teams building their digital awareness.

Digital Marketing Essentials Course Overview


With a focus on career-ready learning, and delivered through a blend of essential reading, case studies and useful toolkits, this course will quickly make you familiar with the core foundations of digital marketing.

6 Interactive Modules.

Associate Level Certification.
6 Hours self-paced learning content.
FREE DMI Membership included.
Practical Toolkits and Templates.

Key skills and competencies you will gain

Customer Journeys

Web Concepts and Terminology
User Experience
Social Media
Social Customer Service
Data Security
Data Analytics
Reporting Data

What you will learn

Module 1 – The Digital Opportunity

Explore the new consumer journey to purchase. Where are the opportunities for your brand? Here we talk about digital touch points, digital disruption and transformation – and what this means for you.

Knowledge Gain:
Key Concepts of Digital Customer Behavior
Customer Journey
Influencing Decisions
Identify Digital Opportunities

Toolkits included:
↗Buyer Persona Template

Case Study/Webinar
↗Glossier: A Thoroughly Modern Beauty
Brand Expert Insights:
↗The Best Digital Marketing Channels with Mark Evans

Module 2 – Websites and Email

Learn about key web concepts and terminology, how to create an online presence and what works for your brand. We’ll take your through the basics of simple but effective web design and eCommerce.

Knowledge Gain:
Online Presence
Design and UX
Customer Journey and Conversions
Email Marketing

Toolkits included:
↗eBook: Email Content and Copywriting Checklist
↗Reading: How Do Search Engines Actually Work?
↗Reading: Guide to SEO for Small Business
↗Video: The Power of Email Marketing

Case Study/Webinar
↗The Skimm: Disrupting News Media and Making Email Cool Again
↗ Email Marketing Strategy – The Ultimate Blueprint

Module 3 – Social Media & Social Selling
We explore the bigger platforms including LinkedIn, Facebook, Twitter, Instagram and Snapchat. Then, a look at social advertising and how it allows for pinpoint targeting.

Knowledge Gain:
Social Media Platforms
Benefits of Social Media for Business
Personal Branding
Social Media Audiences

Toolkits included:
↗How to Manage your Online Reputation

Case Study/Webinar
↗Glossier: A Thoroughly Modern Beauty Brand

Module 4 – Social Customer Service

Here you get tactics, techniques, approaches, best practices and customer-friendly digital tricks. Explore online complaints handling, reporting mechanisms, negative feedback and reviews.

Knowledge Gain:
Social Customer Service
Brand Management
Benefits of Digital Tools

Toolkits included:
↗How to Manage Online Customer Review
↗DMI Guide to Social Media Crises

Expert Insights:
↗Facebook Messenger Marketing and Chatbots, with Larry Kim

Module 5 – Digital Challenges and Risks

We cover data protection, cyber-security, identity theft, malware and hacking. We also cover important regulatory information – laws and guidelines, GDPR, data security and collection.

Knowledge Gain:
Minimizing Risks within Digital
Using Policies, Guidelines, Data Protection
Relevant Laws and Guidelines

Toolkits included:
↗Social Content Distribution & Engagement Dashboard

↗ Content Audit Checklist

Case Study/Webinar
↗ The Definitive GDPR Checklist for Marketers

Module 6 – Digital Mindset

Learn about S.M.A.R.T (Specific, Measurable, Achievable, Relevant, Timely) business goals and the importance of Key Performance Indicators (KPIs). The Digital Mindset means you think digital first.

Knowledge Gain:
Using Digital to Achieve Business Goals
Agile Thinkng
Data Metrics and Analytics
Nurturing a Digital Mindset and Culture

Case Study/Webinar
↗ Gimlet Media – Leading the Podcast Industry to its Golden Era
↗ Agile Thinking in Managing Projects
↗Facebook: Shaping the Digital Future
↗A Leadership Mindset
↗eBook: What are the most Digital Industries and Why?

Expert Insights:
↗ The Economist Group White Paper: Talent and Technology in 2020 and beyond