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Short course

Digital Marketing

Identify and learn the standard practices of Digital Marketing theory and apply them in your own 12-month campaign plan. Ensure your business is able to leverage multiple revenue opportunities available through best-practice use of online channels.

  • DeliveryFace-to-face
  • Study levelShort course
  • Estimated duration5x3 hour sessions
  • Start dateTuesday 21 January
  • Course fee£150 (inc VAT)

Overview

Nowadays, no one can deny the internet as a means to connect with customers, establish a brand or promote a cause. On this course, you will identify the practices that characterise digital marketing, learn how to segment and target customers, and how to plan your marketing strategy and craft a winning digital marketing campaign for the next 12 months.

  • Achieve an understanding and critical awareness of the issues, problems and practices that characterise digital marketing management within your organisation
  • Understand Digital Marketing best practice
  • Learn a simple approach to digital marketing for your business
  • Understand targets
  • Create campaigns
  • Devise useful and appropriate measurements for your outcomes
  • Take away a campaign to actively use

Learning Outcomes

  • Understand your own digital marketing environment  

  • Recognise your target customer, their demographics and ideal digital marketing routes  

  • Be familiar with the SOSTAC approach to planning your marketing strategy  

  • Have outlined an e-marketing strategy for your business for the next 12 months 

Who would benefit?

This course is for SME business owners and working professionals who are interested in developing and improving their business plans. 

Course in Depth

  • The Digital Environment and Your Business

    This session will introduce you to the concept of digital marketing and how it differs from traditional marketing. You will learn how to evaluate the digital marketing platforms you currently use in order to identify the benefits of the existing platforms within your organisation. You will also identify your digital marketing user base to evaluate the efficacy of your web presence.

  • Online Consumer Classification and Behaviour

    Following on from identifying your digital marketing user base in the first unit, you will determine which market(s) to target. You will then segment a market and classify your online consumers and their behaviour. Looking at your business’ offer, you will highlight the unique features that distinguish you from your competitors and use this to identify your digital marketing positioning strategy.

  • Analysing Your Business

    By the third unit of the course, you will have targeted your market, classified the customers and identified the digital marketing positioning strategy. In this unit, you will build on this knowledge to create clear and achievable goals for your marketing strategy, supported by key performance indicators to track its success. You will be introduced to several industry standard approaches to reviewing, strategizing, and practically implementing a digital marketing strategy to build a good foundation for the final unit.

  • Analysis of Current Business

    In this final unit you will have the opportunity to build on the knowledge you have gained throughout the course about your digital marketing options, your customers (existing and potential), your unique business offer, and building effective strategies, goals, and key performance indicators.

    Here, you will be guided through putting it all together to plan your marketing strategy and craft a winning digital marketing campaign. You will finish the unit with a 12-month plan to build a digital marketing campaign to make your business flourish. This will include the actions you will take to achieve your strategy, tactics, and objectives, and finally to develop and measure metrics to track the success of your digital marketing.

Schedule

This course is taught over five 3-hour in-person group sessions, which are straightforward to engage with and conducted in a collaborative, interactive atmosphere. By the end of the course, you will have developed a new Digital Marketing action plan, specifically designed to promote your business across online channels.

Dates

Tuesday 21 January 6pm – 9pm

Tuesday 28 January 6pm – 9pm

Tuesday 4 February 6pm – 9pm

Tuesday 11 February 6pm – 9pm

Tuesday 18 February 6pm – 9pm

Location

Birmingham City University, City Centre Campus

Fees and Enrolment

Level: Short course

Cost: £150 (inc VAT)

If you're interested in finding out more about this course or would like more information before you enrol, please register your interest and we'll be in touch with more information. 

Enrol now Register interest

Customer testimonials

  • Joy Chan, Creative Lead, Clarkeprint Ltd

  • Oliver Glendenning, Sales Director, Build Works Solutions

  • Gregary Burnsen-Hicks, CEO, Gregarystars

  • Nana Katsia, Art Program Curator, Centrala