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PDDM Exam Format | PDDM Course Contents | PDDM Course Outline | PDDM Exam Syllabus | PDDM Exam Objectives

This comprehensive digital marketing course, delivered 100% online, teaches key digital marketing skills required for the modern workplace. Learn Google Ads, social media marketing and SEO, Google Analytics, mobile marketing and much more.

How is digital marketing defined in the current market=> Whats the best way to get in front of potential customers=> How can you create a campaign that combines the best of traditional and digital marketing=> How do you distinguish from inbound and outbound marketing=>

In this module, youll master the fundamentals. You will learn how to navigate the buyers journey. And you will acquire actionable, practical information.

- Principles of Digital Marketing
- Developing Objectives
- Connecting with the Customer
- Digital Research
- Cultural Research

Digital media is fascinating and powerful because its super person-orientated, yet also data driven – you get to engage with how people think and also see how and what they do.
This module is about creating content that speaks to people, but also about sending it out into the big wide digital world at the right time and via the right channels. Best of all, you get the superpower ability to see what works.

- Content Marketing Concepts and Strategy
- Developing a Content Marketing Plan
- Publishing and Distributing Content
- Using Content Research to Find Opportunities
- Creating and Curating Content
- Metrics and Performance

Search Engine Optimization (SEO)
Module Info & Overview
You must be found. Which means you must make yourself found. Search Engine Optimization is all about getting on that first Google page, staying top of the list and top of mind. Learn the tricks of the trade such as keywords, what kind of content attracts, how to create more engagement and the magical art of conversion. There is so much to ‘like.

- SEO Fundamentals
- Keywords and SEO Content Plan
- Measuring SEO Performance
- Aligning SEO and Business Objectives
- Optimize Organic Search Ranking

Display and Video Advertising
Module Info & Overview
YouTube. Because we have eyes to see. Learn how to set up, manage, analyse and optimise a channel worthy of much viewing. Also release the sales power of Google Display Network and more. Visual is where its at.

- Fundamentals of Display and Video Advertising
- Google Display Network and Video Ad Formats
- Creating and Managing a YouTube Channel
- Creating Display and Video Campaigns
- Targeting Display and Video Campaigns
- Measurement and Optimization

Website Optimization
Module Info & Overview
What makes a winning website=> This module gives you the skills to create a simple, well-designed, optimised WordPress site that not only looks good but also delivers for your business – goals and solutions stay lined up, nice and clear. Also, lets get user-centric with best practice UX and go deep with data; activity tracking means insight - and insight is power.

- Web Design and Website Optimization
- Design Principles and Website Copy
- Publishing a Basic Website
- User-Centered Design and Website Optimization
- Website Metrics and Developing Insight

Digital Marketing Strategy
Module Info & Overview
We give you capability, influence, reach, data, insight and tools, tools and more tools. But you still need solid objectives, otherwise you are drunk on power, driving a high performance sports car round and round in circles on your way to the supermarket. Thats why we tie it all together with a Strategy module. Have a big and clear vision of where you really want to go, and make it actionable with budget, channel and media plans, Key Performance Indicators and more.

- Digital Strategy Fundamentals
- Setting Strategy Objectives and KPIs
- Digital Strategy Research
- Developing a Creative Strategy
- Executing a Digital Marketing Strategy
- Communicating a Digital Marketing Strategy

Digital Marketing Institute courses are white hot,
created with insight from those who are already
out there doing it. We bring you expert thought and
practice. Were about getting you in the game.
But its a game of perpetual motion, ever-changing,
always new. So we are also about keeping you in
the game. Right from the moment you sign up for
a course, you also become a DMI Power Member
which means you get access to our Continuing
Professional Development (CPD). Learn and
upskill as your needs and ambitions change. Stay
tuned into the hive mind of new insight. Stay
connected to the industrys best opportunities.
Stay relevant.
DMI Certification is not just recognized all over
the globe – its setting the global standard. It also
helps that we have Certified more professionals to
a single digital marketing standard than any other
certification body. We know what were doing - and
key industry players know that we know what were
doing too.
And it works. Fact is 95% of our Certified
Members are currently employed and 81% were
promoted after earning their Certification

Because it helps you look better,
travel better and play the long game.
Once upon a time digital marketing was a wild
space, filled with great innovative people and some
who simply talked a good game. But now, weve
built a Certification Framework which helps real
skills get recognized and rewarded. Its meaningful
and its working. Bluechip global brands, innovators,
training companies and even universities in over
90 countries recognise and use Digital Marketing
Institutes Certification Framework.

Your DMI Certification:
Ɉ Gives you the skills you need to speak
loud and clear to the right audiences
Ɉ Tells the world what you know
and what you can do - your DMI
Certification acts like a magic key.
Doors open
Ɉ Means you travel well between
different opportunities and countries.
Its your oyster
Ɉ Aligns with other qualification
frameworks across the globe. Take
that ball and run with it
Ɉ Gives you powers you may not
yet even understand, yet whose
awesome potential will reveal itself in
new and startling ways throughout
your career

Principles of Digital Marketing
↗ Inbound and Outbound Strategies
↗ Digital Media Examples
↗ Traditional vs. Digital Marketing
↗ Principles of DMIs 3i Methodology
↗ Digital Channels
Developing Objectives
↗ SMART Objectives
Digital Research
↗ Audience Research
↗ Social Listening Platforms
↗ Social Listening and Audience Research Tools
Cultural Research
↗ Competitive Research Platforms and Tools
↗ Industry Trend Research
↗ Digital Research
Connecting with the Customer
↗ The Buyers Journey
↗ Five Marketing Functions
↗ 360 Digital Marketing Campaign
↗ Marketing Functions and Buyer Journey Stages
↗ Digital Marketing Concepts, Principles, Procedures and Tools

Content Marketing Concepts and Strategy
↗ Benefits of Content Marketing
↗ Qualities of Effective Content
↗ Types of Content
↗ Content Alignment with the Buyers Journey
↗ Community Management
↗ Content Marketing Strategy
Using Content Research to Find Opportunities
↗ Social Listening
↗ Competitor Content Analysis
↗ Content Audit
Developing a Content Marketing Plan
↗ Content Marketing Goals
↗ Content/Business Goal Alignment
↗ Customer Personas
↗ Content Topics
↗ Content Calendar
↗ Content Management Systems
Creating and Curating Content
↗ Content Stakeholders
↗ Content Types and Formats
↗ Content Tools
↗ Content Creation and Curation
↗ Content Creation Best Practice
↗ Brand Components
↗ Content Personalization
Publishing and Distributing Content
↗ Content Platforms
↗ Benefits and Challenges of Content Seeding
↗ Content Scheduling Techniques and Tools
↗ Content Promotion Strategies
Metrics and Performance
↗ Content Marketing ROI
↗ Content Marketing Metrics
↗ Metrics and Content Marketing Strategy

Key Social Platforms for Digital Marketing
↗ Benefits of Social Media Marketing
↗ Social Media Marketer Responsibilities
↗ The Buyers Journey Stages
↗ Influential Social Media Platforms
↗ Key Terminology
Setting up a Social Media Experience for a Business
↗ Best Social Media Account Practices
↗ Facebook for a Business
↗ Twitter for a Business
↗ LinkedIn for a Business
↗ Instagram for a Business
↗ Snapchat for a Business
Growing and Engaging an Audience
↗ Community Techniques and Best Practices
↗ Content Sharing Best Practices
↗ Sharing Stories Best Practices
↗ Video Content Best Practices
↗ Hashtag Usage Best Practices
↗ Twitter Content Best Practices
↗ LinkedIn Content Best Practices
↗ Instagram Content Best Practices
↗ Snapchat Content Best Practices
Creating and Optimizing Social Media Campaigns
↗ Campaign Set-up
↗ Facebook and Instagram Business Manager
↗ Twitter Ads Manager
↗ LinkedIn Campaign Manager
↗ Snapchat Ad Manager
Developing Data-Driven Audience and Campaign Insights
↗ Campaign Tools Analysis
↗ Facebook Tools and Analytics
↗ Twitter Tools and Analytics
↗ LinkedIn Tools and Analytics
↗ Instagram Tools and Analytics
↗ Snapchat Analytics and Campaigns

SEO Fundamentals
↗ Paid and Organic Search
↗ Key SEO Components
↗ Search Engine Introduction
↗ Common Search Query Types
↗ SERP (Search Engine Results Pages) Components
Aligning SEO and Business Objectives
↗ SEO Objective Types
↗ Create and Implement SEO Objectives
Keywords and SEO Content Plan
↗ Keyword Research Benefits
↗ Short and Long Tail Keywords
↗ Conduct Keyword Research
↗ Convert Keywords into SEO Content
Optimize Organic Search Ranking
↗ Technical Components for Visibility
↗ On-page Optimization
↗ Off-page Optimization
↗ SEO Audit
Measuring SEO Performance
↗ Traffic Sources
↗ SEO Metric Types
↗ Success Measurement

Fundamentals of Paid Search
↗ Paid vs. Organic Search
↗ Customer Use of Search Engines
↗ Paid Search Benefits
↗ Elements of Paid Search Campaigns
↗ Paid Search Campaign Creation with Google Ads
↗ Google Ads Manager Account vs. Child Account
↗ Google Ads Best Practice
↗ Google Ads Account Elements
↗ Paid Search and SEO Keyword Research
↗ Google Ads and Paid Search Campaigns
Search Campaign Management
↗ Advertising Budget Management
↗ Google Ads Bidding
↗ Google Ads Bid Simulator Tool
↗ Optimize Paid Search Campaigns
↗ Google Ads Editor
Paid Search Campaign Measurement
↗ Paid Search KPIs
↗ Conversion Tracking
↗ Success Metrics
↗ Google Analytics Measurement
↗ Google Analytics and Search Console Reporting

Fundamentals of Display and Video Advertising
↗ Key Concepts, Benefits and Value
↗ Key Advertising Platforms
↗ Advertising Buying Mechanisms
↗ Strategy Objectives
Creating and Managing a YouTube Channel
↗ YouTube Channel Setup
↗ Video Best Practices
↗ Content Management Best Practices
↗ YouTube Analytics and Reporting
Google Display Network and Video Ad Formats
↗ Google Display Network Campaign Types
↗ Ad Formats and Sizes
Creating Display and Video Campaigns
↗ Google Ads Display Ad Campaign
↗ Responsive and Non-responsive Ads
↗ YouTube Channel and Google Ads Linking
↗ Standard Video Ad Campaigns
↗ YouTube Ads
Targeting Display and Video Campaigns
↗ Targeting Types
↗ Audience Targeting
↗ Contextual Targeting
↗ Advanced Google Ads Features
↗ Configure Ad Exclusions
↗ Remarketing Options
↗ Bidding Strategy
Measurement and Optimization
↗ Key Display Campaign Metrics
↗ Video Campaign Metrics
↗ Performance Analysis of Display Campaigns
↗ Performance Analysis of Video Campaigns
↗ Impact Performance Analysis
↗ Campaign Optimization

Email Marketing Fundamentals
↗ Key Concepts
↗ Inbound Email Marketing
↗ Legislation and Regulations e.g. Permissions
and Data Protection
Tools and Strategy
↗ Key Strategy Principles
↗ Email Service Providers
↗ Recipient Sources
↗ Contact Databases
Email Design
↗ Email Writing and Design
↗ The Buyers Journey Alignment
↗ Subject Lines
↗ Copy Essentials
↗ Design Best Practices
↗ Call-to-Actions (CTAs)
↗ Image Best Practices
Creating an Effective Email Campaign
↗ Email Campaign Creation
↗ Delivery Factors
↗ Delivery and Placement Challenges
↗ Campaign Management Best Practices
Testing and Optimizing an Email Campaign
↗ Test Components
↗ A/B Testing
↗ Key Campaign Measurement Metrics
↗ Optimize Open and Click Through Rates
↗ Mobile Optimization
↗ Bounce Rates and Unsubscribes
Marketing Automation
↗ Benefits of Automation Tools
↗ Key Process Building Blocks


Web Design and Website Optimization
↗ Website Optimization and SEO
↗ Optimization and Digital Marketing Strategy
↗ Design, Construction, Maintenance and
Optimization in a Marketing Context
↗ Key Components of Web Design
Publishing a Basic Website
↗ Website Hosting Options
↗ WordPress.org Setup
↗ WordPress Themes
Design Principles and Website Copy
↗ Web Design Principles
↗ Mobile-First Design and SEO
↗ Copy Best Practice
↗ A/B Best Practice Testing
User-Centered Design and Website Optimization
↗ UX and UI Design, Benefits and Principles
↗ UX Assessment
↗ User Experience Improvement and UserCentered Design Methods
↗ Key Optimization Performance Factors
Website Metrics and Developing Insight
↗ Website Monitoring
↗ Evaluation Tools
↗ Implement Monitoring and Optimization Best
Practice

Web Analytics Fundamentals
↗ Insight Types for Digital Marketers
↗ Analytics Tools for Data Collection,
Measurement and Analysis
↗ Google Analytics Benefits and Limitations
↗ Analytics Reporting Terminology
↗ Legal Requirements, Responsibilities and Best
Practice
Creating and Configuring a Google Analytics
Account
↗ Account Setup
↗ Tracking Code Installment
↗ Key Settings and Navigational Functions
↗ Account Settings and Filters
↗ Benefits and Risks of Sharing Access
↗ Linking Google Analytics and Other Tools
Setting Goals with Google Analytics
↗ Setup Goals
↗ Match Website Activity to Goals
↗ Use Goal Funnels to Analyze Customer
Conversion Journey
Monitoring Campaigns with Google Analytics
Reports
↗ Campaign Types
↗ Audience, Acquisition, Google Ads, Behavior,
Events and Conversion Reports
↗ Multichannel Funnels Reporting
Analyzing and Recording Google Analytics Data
↗ Track Traffic Changes in Real-Time
↗ Custom reporting, Annotations and Custom
Segments
↗ Standardized Data Process

Digital Strategy Fundamentals
↗ Core Digital Marketing Strategy Components
↗ Strategy Purpose
↗ Strategy for plan communication
↗ Digital Marketing and Digital Media
↗ Resource Mapping
↗ Budget Planning
↗ ROI and Success Metrics
Setting Strategy Objectives and KPIs
↗ Common Business Objectives and Campaign
Expectations
↗ Identify and Distinguish KPIs
↗ Past Performance and Industry Benchmarks for
Forecasting
↗ Regular Performance Reviews
Digital Strategy Research
↗ Key Research Activities
↗ Research Mapping
↗ Strong Research vs. Potentially False Reports
↗ Owned, Accessed and Desk Research
↗ Audit Factors
↗ Audience and Competitor Research
↗ Social Listening Study
↗ Creative vs. Media Brief
Developing a Creative Strategy
↗ Key Creative Strategy Ingredients
↗ Maximize and Repurpose Creative Output
↗ Content Strategy Elements
↗ Creative Format Specifications
Executing a Digital Marketing Strategy
↗ Strategy Objectives
↗ Optimize Channel and Budget Mix
↗ Media Planning for Paid Channels
↗ Key Campaign Components
Communicating a Digital Marketing Strategy
↗ Stakeholder Communication Tools
↗ Digital Marketing Strategy Best Practice

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