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Course Summary

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    Digital Marketing Course Training in Dubai

    We take you step by step on how to market your business from scratch across  major marketing channels

    LearnersPoint training institute's digital marketing training course covers search engine optimization, social media, Google Analytics, pay per click, strategy, planning, email marketing and is perfect for  those who are looking to fast track their marketing career.   Designed by digital marketing experts, the modules are packed full of the most up to date digital marketing teaching, insider knowledge and industry insights. 

    Who could benefit from the Digital Marketing Training Course:

    • Anyone who would like to pursue a career in digital marketing.
    • The course is suitable for marketing professionals.
    • Business owners.
    • SEO strategists.
    • Bloggers.
    • Content writers.
    • Web Developers.
    • Ideal for anyone involved in the planning, implementation or measurement of digital strategies.
    • Online marketers.
    • Students persuing journalism and mass communication.
    • Marketing students.

    Course Outcome:
    Current trends and best practices in digital marketing. As well as creating innovative strategies, students will also learn how to leverage these strategies to gain competitive advantage for both their career and business.
    Students will be exposed to the latest methods, techniques and tools for improving their organization's digital marketing and brand building efforts. The  programme focuses on the planning, implementation and measurement of  digital marketing strategy.

Course Contents

  • MODULE 1: INTRODUCTION TO DIGITAL MARKETING
    The Introduction to digital marketing module enables students to harness the power of digital marketing as a core driver of the marketing strategy for their organisations. This module will also introduce students to the Learners Point's - methodology, an iterative framework that outlines the foundation tenets of digital marketing and the visual scheme that provides the basis for implementation of the different channels.
     
    Topics Covered: 

    • Definition of the LearnersPoint method
    • Principles
    • Our tools
    • Key concepts of digital marketing
    • Traditional versus digital marketing
    • The opportunity of digital marketing
    • Characteristics of digital marketing
    • Implications of digital marketing
    • Market research versus market reality

     
    MODULE 2: SEARCH ENGINE OPTIMISATION - SEO
     
    The search engine optimisation module examines the various tactics for enhancing their website’s position and ranking with search engines. The module covers the key concepts and terminology used within the field of seo and equips marketing professionals with the technical knowhow, understanding and insight to build and maintain an effective seo strategy.

    • You will learn about the range of specialist tools that are available to help common search engines find, view and rate websites. With this in mind,
    • You will learn about on page optimisation techniques and understand the process of effective keyword research and selection.
    • You will understand the importance of content updates and will learn about applying appropriate meta tags in order to drive site optimisation.
    • You will understand the concept of ranking and be able to perform a range of off page optimisation activities to improve their site ranking and positioning, such as link building.
    • At the end of this module, you will be able to monitor and manage their seo activity by setting a baseline and regularly measuring activity against expectation.
    • You will be aware of data protection and privacy issues associated with seo.

     
    Topics include: 

    • Key seo concepts
    • Search results and positioning
    • Benefits of Search Engine Results Page (SERP)
    • Stakeholders in search
    • Mechanics of search
    • On page optimisation
    • Off page optimisation
    • The seo process
    • Customer insights
    • Analysis and review
    • Keyword research and selection
    • Content updates and layout
    • Meta tags
    • SEO site map
    • SEO webmaster tools
    • Inbound links and link building
    • Ranking
    • Laws and guidelines

     
    MODULE 3: PAY PER CLICK - PPC
     
    The pay per click module demonstrates how to implement and manage search advertising campaigns. Lectures will cover the key concepts and terminology used within the field of ppc and will equip you with the technical understanding and skills to build and maintain an effective ppc strategy.

    • You will understand the fundamentals of search engine marketing and appreciate the mechanics of how ppc systems function.
    • You will develop advanced keyword research and selection skills and learn how to apply these to AdWords campaigns.
    • You will be able to analyse current search marketing activity and target their campaign to key audience groups in order to enhance and improve click through rates. You will recognise the features of strong ad copy, and develop their skills in writing compelling ads.
    • You will learn how to set and manage budgets for AdWords campaigns, and measure and analyse their effectiveness by exporting detailed campaign management reports in order to see how they align with established baseline expectations.
    • You will also be aware of relevant data protection and privacy issues associated with ppc.

     
    Topics covered :

    • Key ppc concepts
    • Strengths of pay per click
    • Keyword research and selection
    • Google ppc
    • Research tools
    • Search campaign process
    • Ad copy and A/B testing
    • Landing pages
    • Targeting
    • Budgeting and bidding
    • Scheduling
    • Remarketing
    • Display networks
    • Ad center
    • Campaign management
    • Conversion tracking
    • Conversion metrics: cpa, ctr
    • Analytics
    • Rules and guidelines

     
    MODULE 4: EMAIL MARKETING
     
    The email marketing module covers industry best practices for creating and delivering effective email marketing campaigns. The module covers the four foundational aspects of email marketing: subscriber management, email design, delivery and reporting.

    • You will learn how to develop and manage a subscriber database, and become familiar with the features within third party email systems and solutions.
    • You will be able to plan a marketing segmentation strategy for their target audience and recognise what makes for good email design in terms of user centric content, coherent layout and an attractive design.
    • You will understand what split testing entails, and will be able to use key metrics to report on the effectiveness of their email marketing campaigns, including open rates, click-through rates, unsubscribes and bounces.
    • You will be able to monitor and evaluate email marketing analytics, and be aware of data protection and privacy issues associated with email marketing.

     
    Topics  include: 

    • Key email marketing concepts
    • Campaign process
    • Online data capture
    • Offline data capture
    • Segmentation
    • Email design
    • User behaviour
    • User characteristics
    • Email copy
    • Email structure
    • Email delivery
    • Email systems
    • Filtering
    • Scheduling
    • Measurement
    • Key terms and metrics
    • Split testing
    • Rules and guidelines

     
    MODULE 5: DISPLAY ADVERTISING
     
    The digital display advertising module equips students with the skills and knowledge to implement and manage effective digital display campaigns. The module covers the core concepts and terminology associated with digital display advertising, and explores what is involved in developing and managing effective ad campaigns.

    • You will develop a comprehensive understanding of the creation and deployment of digital display advertising, learning about the wide range of ad display formats and how to select the most appropriate ad format for their campaign target audience.
    • You will be able to develop clear campaign objectives and measure and optimize their campaign based on firm results analysis.
    • You will be able to research and use a range of campaign publishers, and know what pricing metrics such as cpm, cpc, cpl and cpa entail commercially.
    • You will also learn how to use the standard digital media planning process to obtain the best possible return on their digital display advertising efforts.

     
    Topics   include:

    • Key digital display concepts
    • Benefits of digital display
    • Challenges of digital display
    • Business value
    • Running effective ads
    • Ad formats, features and display frequency
    • Campaign planning
    • Campaign steps
    • Target audience
    • Campaign objectives
    • Campaign budget
    • Creative formats
    • Targeting and placement
    • Tracking your campaign
    • Optimizing the campaign
    • Rules and guidelines

     
    MODULE 6: SOCIAL MEDIA MARKETING - PART 1

    The first social media marketing module enables students to effectively engage with customers across a diverse range of social media platforms.

    • You will appreciate the emerging trends in the social media space and the opportunity afforded by the ‘always connected’ social consumer.
    • You will recognise the suitability of different social platforms for their aims and objectives, and appreciate the challenges of social media.
    • You will be able to select and prioritize different goals for their organization, their customers and their products and services, as well as recognise the different social media communication styles that apply to different audiences.
    • This module covers the key concepts and terminology used in social media, and you will be able to configure social media accounts across Facebook, Twitter, LinkedIn, YouTube and Google+, as well as learning about the new emergent social platforms.
    • You will learn how to implement appropriate privacy settings across their social media, and develop profiles that engage across a range of social media platforms.

     
    Topics   include:
     

    • Key social media concepts
    • Social media goals
    • Setting goals and priorities
    • Facebook profile privacy and business page set up
    • Twitter set up, profile and engagement
    • LinkedIn set up, profile, building connections, engagement and company page
    • Google+ set up, engagement and brand page
    • YouTube search, set up, channels and engagement
    • Rules and guidelines

     
    MODULE 7: SOCIAL MEDIA MARKETING - PART 2
     
    The second social media marketing module explores how to implement social advertising features to build and sustain relationships with customers.

    • You will appreciate the challenges of implementing an effective social media strategy for their business, with a focus on the importance of listening as the critical starting point.
    • Addressing social media platforms such as Facebook, Twitter and LinkedIn, you will learn how to use advanced features such as events, groups, promotions, offers and jobs. Students will also be able to implement social plugins and integrate third party applications, such as eCommerce.
    • Learn how to set suitable goals for their chosen social media platforms and create and manage their campaigns to budget and schedule.
    • You will be able to accurately measure the effectiveness of their social media campaigns using analytics, and be able to evaluate information about budgetary spend against baseline expectations.
    • Lastly, you will be aware of privacy and data protection issues associated with social media marketing. 

     
    Topics  include:

    • Implementing social
    • New social challenges
    • Listening first
    • The quality scale
    • Landing pages
    • Facebook promotions, offers and events
    • Promote an event
    • Event follow up
    • Facebook places, advertising and sponsored stories
    • Goals and targeting
    • Scheduling and delivery
    • Apps and plugins
    • Facebook groups and page insights
    • LinkedIn groups, job search, and advertising
    • Promoted tweets
    • Promoted Twitter accounts
    • KPI measures
    • Analytics
    • Third party apps
    • Reporting
    • Rules and guidelines

     
    MODULE 8: ANALYTICS
     
    The analytics module enables you to fully measure, monitor and optimize their digital marketing activities.

    • You will learn how to build an online reporting structure for their business, and learn about the range of specialist tools that are available to help you understand how to measure and monitor online traffic.
    • You will understand the rationale and business benefits of adopting a formal analytics programme and learn how to set up accounts, profiles and permissions to apply analytics tracking across  their websites.
    • Discover how to align business kpis with their analytics goal configuration, and utilize the features of google analytics to develop a detailed profile of their target audience’s location, demographics, technology, devices, interests and more.
    • Learn how to assess the effectiveness of their website’s technical performance and download speed, and how to measure levels of user engagement and conversion by tracking activities such as downloads, video views, purchases and registrations etc.
    • Create and schedule customized reports and explore the real time and intelligence reporting capabilities of google analytics.
    • As with the other modules, you will also be aware of data protection and privacy issues associated with website analytics.

     
    Topics include: 

    • Key analytics concepts
    • Goal set up
    • Account set up, code and profiles
    • Goal configuration and funnels
    • Dashboard
    • Audience
    • Acquisitions
    • Technology
    • Advertising
    • AdWords campaigns
    • Traffic sources
    • Scheduling and delivery
    • Bounce rate
    • Site speed
    • Site search
    • Events
    • Conversions
    • Ecommerce
    • Reporting
    • Real time reporting
    • Intelligence reporting
    • Customised reporting
    • Rules and guidelines

     
    MODULE 9: STRATEGY AND PLANNING
     
    The strategy and planning module provides a structured approach for bringing together all the strands of the professional diploma in digital marketing, to create a coherent digital marketing plan. This module is based on the digital marketing institute methodology, which incorporates a nine step process based on three distinct parts.

    1. Includes a situation analysis exercise, a formal information gathering process, and an audience definition exercise.
    2. Develops a set of clear and meaningful objectives for the digital marketing plan. Appropriate tools are selected on the basis of the anticipated audience(s) and objectives and budget are set based on the channels detailed within the digital marketing institute framework. An action plan is developed to provide a coherent project structure, including milestones, deliverables and resources.
    3. LearnersPoint Digital marketing institute's methodology emphasizes the importance of an iterative process of monitoring, analysis and enhancement based on performance. The strategy and planning module provides students with the skills to create a formal digital marketing plan for their organization, which will allow you to implement a successful and effective digital marketing strategy.

     
    Topics  include:

    • Key strategy and planning concepts
    • Initial steps
    • Planning
    • Situation analysis
    • Information gathering
    • Target audience
    • Setting objectives
    • Appropriate tools
    • Action plan
    • Setting the budget
    • Monitoring and measurement
    • Iteration and enhancement
    • Rules and guidelines

    Module 10: BLOGGING FOR BUSINESS

    • Why blogging is important for your business
    • Target markets for blogging
    • What to write: content strategies for blogging
    • How long should your blog post be
    • Tips to increase blog SEO
    • How to make killer headlines
    • Cross-promoting your blog with social media
    • ROI’s to measure blog success
    • Rules and guidelines

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