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Certified Digital Marketing Associate

Online Learning  |  Includes exam and tutor support  |  1 year access

About this Product

Code CDMAVBL

Program Goal

As a Certified Digital Marketing Associate, you will be equipped with an understanding of Digital, its meaning, uses, tools and technologies, how they are applied within business and the opportunities for your own role.

Level and Assessment

This programme is at Associate Level (below the Professional Level qualification), equivalent to level 3 on the EQF Framework. The program is assessed via a 1 hour (Online Proctored or Test Center delivery) examination. The program content duration is 6 hours.

Program Structure

There are six modules within the program:

  1. Foundations of Digital
  2. Web & Email
  3. Social Media
  4. Social Customer Service
  5. Challenges & Risks
  6. Digital Mindset

Target Audience

The certification in digital is for:

  • All roles within Customer Facing functions, including Sales, Customer Service, Finance and Administration
  • Those with an exposure to Digital channels within their daily role (including Social, Email, Web interactions), when engaging with others outside the organization
  • Roles with access to data containing customer and business information and a need to understand best practice, expectations and the opportunities presented by Digital
  • Executives (mid to senior level) with a need for an awareness of Digital and its impact on the business at a strategic level
  • HR roles who access employee data and engage with others outside the organization and who need to ensure best practice (policies and guidelines) for use of digital and social tools
  • Roles which support programs building digital capability within organizations, such as L&D
  • Marketing and Sales roles where there is a need for a foundational (basic) level of Digital as a pathway to a higher level qualification
  • Anyone in business with a need for an understanding of Digital Transformation, its uses, technologies, how it is applied, what channels are used and the future direction of Digital

Learning Outcomes

On becoming a Certified Digital Associate, you will:

  • Understand the key concepts of digital, how it has changed customer behavior and the implications for your role and the wider business.
  • Recognize the importance of having an online presence to business strategy
  • Understand the benefits of Social Media in supporting brand, marketing and sales
  • Recognize the benefits of Social Media as a customer service channel
  • Understand the challenges, risks and reputation issues that affect organizations and that they must be managed
  • Recognize the opportunity to achieve business goals by adopting a digital mind-set

Outline

Module 1: Foundations of Digital

Overall Module Goal

  • Understand the key concepts of digital, how it has changed customer behaviour and the implications for your role and the wider business.

Lower Level Module Goals

  • Recognize that customer behaviour and expectations have changed with the advance of digital technology
  • Recognize the stages of the customer journey affected by digital
  • Recognize the opportunity of digital for you and your organization

Content Areas

  • Customer behaviour and expectations
  • Growth of online
  • The Customer Journey
  • Fundamentals of digital
  • Digital touch-points
  • Digital (Marketing): Digital v Traditional
  • Digital assets for businesses
  • Disruption
  • Professional development
  • The benefits of digital to all departments
  • Digital Transformation

Module 2 – Web & Email

Overall Module Goal

  • Recognize the importance of having an online presence to the business

Lower Level Module Goals

  • Understand the importance of having an online presence
  • Understand the importance of design and UX to attracting visitors to your website
  • Explore the customer journey and understand the process of conversion
  • Understand how email marketing aligns to the customer journey and supports the business

Content Areas

  • Online presence: Websites (pages and best practice). Key terms.
  • Online Advertising: Approaches and Principles
  • Content & Content Marketing
  • The online customer journey Brand. The basics of e-commerce. UX
  • Email Marketing

Module 3 – Social Media

Overall Module Goal

  • Understand the benefits of social media in supporting brand, marketing and sales.

Lower Level Module Goals

  • Identify the key features of social media platforms
  • Identify the benefits of social media to business
  • Identify the role of social media platforms and tools within the wider business
  • Understand the benefits of personal branding to the business

Content Areas

  • Social media platforms (LinkedIn, Facebook, Twitter, Instagram, Snapchat etc.)
  • How social media channels create value
  • Community (management)
  • Engaging with customers where and when it suits them
  • Social media and your brand
  • Social Advertising and Targeting. Personal Digital Brand
  • Social customer service (basics)

Module 4 – Social Customer Service

Overall Module Goal

  • Recognize the benefits of Social Media and other Digital tools as a Customer Service channel.

Lower Level Module Goals

  • Understand that the behaviour and expectations of customers has changed and this has implications for customer service
  • Understand the advantages of social customer service for businesses
  • Understand the importance of other Digital tools (such as live chat, AI, listening reputation/brand management etc) to support your customers.
  • Be aware of the challenges for social customer care and the strategic approach to improving social customer service

Content Areas

  • Online complaints handling, Customer service and reporting mechanisms
  • Customer service teams should be aware of their role in the sales funnel and how they can leverage marketing channels to provide better support.
  • Negative feedback
  • Reputation and Reviews
  • Brand management
  • Listening Tools

Module 5 – Challenges & Risks

Overall Module Goal

  • Understand the challenges, risks and reputation issues associated with Digital that can affect organizations and that they must be managed.

Lower Level Module Goals

  • Understand that there are different types of risks associated with Digital and why they are important
  • Understand that there are different challenges associated with Digital and why they are important
  • Recognize that businesses manage the risks associated with digital through preparation
  • Identify the relevant laws and guidelines associated with digital for a business

Content Areas

  • Key terms, risk mitigation (internal and external), data protection, trust, threats, planning (contingency), immediacy of responses, 24/7, negative feedback. Reputation management
  • Data security and collection regulations and cyber security
  • Identity theft, malware, hacking etc.
  • Legislation, including GDPR

Module 6 – Digital Mindset

Overall Module Goal

  • Recognize the opportunity to achieve or exceed business goals by adopting a digital mindset

Lower Level Module Goals

  • Recognize that a digital-first approach brings agility to the business
  • Recognize how businesses use digital to achieve business goals
  • Recognize how integrating digital into your role adds value throughout the entire organization

Content Areas

  • What is a digital mindset?
  • Business agility
  • Evolution
  • SMART business goals and KPIs
  • Digital analytics and analytics tools
  • Stakeholders

Total price: £1560

Certified Digital Marketing Associate
Code: CDMAVBL

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