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FUTURE SKILLS SHORT COURSE

Digital Marketing Strategy

Everything you need to develop and roll out successful digital marketing strategies.

Time commitment
6 weeks (5-8 hours per week) 100% online
Next start date
4 Nov 2019
Prerequisites
No entry requirements
A$ 990 incl GST
Enrol now

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100% online, mentor supported, workplace ready

Why learn Digital Marketing Strategy

With the rise of new digital platforms like Uber and freelancer.com, and an increasingly competitive and globalised business market, it’s never been more important to understand audience targeting, how to grow your brand and how to optimise and measure the success of campaigns. You can’t have a thriving business without a high performing digital marketing strategy. 

In this introductory course, you’ll get an appreciation for all aspects of digital marketing, from identifying customer behaviour and segmentation, to cracking SEO strategies and social-media campaigns.

    How does it work

    Learn the theory, then get hands-on identifying customer behaviour and segmentation, understanding SEO strategies and driving social-media campaigns. You'll learn how to amplify messages online, along with the grounding to set up your digital marketing strategy. 

    Throughout this course, you'll create an integrated marketing plan, gaining experience in identifying personas and product unique selling propositions (USPs), mapping the customer journey, developing campaign objectives, and creating a channel plan. You'll be supported by industry experts and mentors, as well as working with a dynamic community of learners from a range of careers and backgrounds.

    Skills learned
    • Analyse key components of marketing in the digital economy
    • Identify and articulate critical customer groups
    • Evaluate fundamentals of effective SEO and SEM
    • Identify critical components of paid and organic social media marketing
    • Design and develop digital marketing strategies using key digital tactics and techniques
    Find out more in our FAQ section.

    The freedom of online study

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    Get RMIT certified

    After completing an RMIT Future Skills course, you will earn an RMIT certificate and credential which can be validated, recognised and shared on social media platforms.

    Course Structure

    Module 1

    What is digital marketing and who is your audience?

    What is digital marketing?

    Know your customer

    Icebreaker 

    Module 2

    Introducing the marketing mix and product USPs

    Situational analysis and customer behaviour

    The marketing mix

    Unique selling proposition 

    Module 3

    The content, the customer journey, and campaign objectives

    Marketing funnels

    Build your content

    Campaign objectives 

    Module 4

    Campaign planning across digital channels

    SEO and SEM

    Email marketing

    Display advertising

    PR and partnerships

    Module 5

    Campaign planning across the digital funnel

    Intro to RACE model

    Reach channels and tactics

    Act channels and tactics

    Conversion channels and tactics

    Engagement channels and tactics

    Module 6

    Review and what's next

    Measurement tools and tech

    Content: collecting data

    Content: optimise and test

    Learn with Industry Experts

    Get ready to meet some of the biggest names in the business

    Priya Kanniappan
    Priya KanniappanSenior Strategic Marketing Manager (APAC), Eventbrite

    With 10 years' experience in the marketing and communications industry, Priya has spent the majority of her career working in the online technology space and alongside web developers, UX designers and product owners. She has developed a deep understanding of how product and brand converge to create memorable customer experiences and the importance this plays in driving adoption and building advocacy. Now as Senior Product Marketing Manager at Eventbrite Australia and New Zealand, Priya is focused on bringing Eventbrite’s world-class product and continuous innovation to local event creators and attendees.

    Rob Wilde
    Rob WildeSenior Manager - Member Engagement, Vitality at AIA Australia

    Rob began his career in creative agencies, leading strategic advertising initiatives for some of Australia's most-loved brands. Moving client side in 2016, Rob worked as Senior Go-To-Market Manager within the digital media and branded content team.  Rob recently joined MYOB as a Product Marketing Manager, responsible for marketing SaaS products across Australia and New Zealand. Rob is excited by the intersection of creativity, technology and marketing strategy and can't wait to share this passion in his mentoring role.

    Get a free course guide

    Register your interest to get a free course guide for Digital Marketing Strategy.

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