The Introduction to Digital Marketing (also known as online marketing, internet marketing or web marketing) module enables you to harness the power of digital marketing as a core driver of the marketing strategy for your organisation. You will understand the foundation principles of digital marketing and be able to distinguish how it differs from traditional marketing.
This module will also introduce you to the Digital Marketing Institute (DMI) 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.
Digital marketing channels include:
- search engine optimisation
- web analytics
- pay-per-click marketing
- email marketing
- social media marketing
- affiliate marketing
- digital display advertising
- mobile marketing
- online video marketing
- online PR
This opening module on our professional diploma programme explains and demonstrates the power of the internet and how to harness these changes as the relationship between organisations and customers define the way we live. We will be showing how you can apply digital concepts across the marketing function in any business.
- definition of the DMI method
- the DMI framework
- the DMI quality score
- key concepts of digital marketing
- traditional vs digital marketing
- the opportunity of digital marketing
- characteristics of digital marketing
- implications of digital marketing
- market research vs market reality