The GIANTS
Digital Marketing Masterclass
Giving you the skills you need to
succeed in a digital marketing
career.
Overview
The digital revolution is reshaping our lives, breaking down borders, and disrupting industries. This offers vast opportunities to redefine consumer engagement in the digital age. However, capitalising on digital potential is challenging. Digital marketing demands a shift in how we perceive consumers and build lasting relationships, empowering us to gain real-time insights.
The digital arena is crowded, competing globally for consumer attention and wallets. To succeed, mastering ever-evolving digital tools and techniques is crucial. The Giants Digital Marketing program provides a comprehensive toolkit, covering the entire customer journey from strategy to execution.
Upon completion, you’ll have the skills, knowledge, and tools to advance your marketing career and thrive in the digital age.
Strategic Knowledge
Digital Marketing and Planning
In this module, we dive into the fast-changing world of digital marketing, grasp its fundamentals, and compare it with traditional marketing.
Understand the role of big data in customer insights and learn effective data utilisation. Discover how brands evolve digitally, physical availability in a digital world, and brand distinctiveness.
Explore digital communications, broad reach, and brand associations.
Master a comms planning framework, emotional triggers, and targeted activations for success in digital marketing.
Strategic Knowledge
Digital Channels
Learn SEO/SEM, Paid Search and Social, the role of earned media, and digital communities.
Elevate the customer experience through Email and CRM, while gaining insights into crafting and optimising digital marketing content.
Discover effective ways to generate, stand out, and repurpose content, ensuring it captures attention and recall.
Practical Toolkit & Execution
Digital Service and Campaign Design
This module covers campaign development, brand activation, channel effectiveness, media evaluation, and the importance of storytelling.
Participants will gain practical skills for crafting compelling briefs, collaborating with agencies, and excelling in digital customer service.
Real-world examples and strategies ensure proficiency in modern marketing, empowering individuals to build brands, create engaging campaigns, and deliver exceptional digital customer experiences.
Practical Toolkit & Execution
Data, Analytics and AI
Discover the dynamic landscape of ‘Data, Analytics, and AI’ in this module.
Explore the essentials, including performance reporting’s role, language, digital dashboards, and data collection tools.
Dive into the world of AI and machine learning, focusing on strategy development, search integration, content creation, image generation, customer service, social media, and email marketing.
Master digital dashboard usage, measure key KPIs, and extract actionable insights, all while identifying competitors.
Structure of programme
- 8 weeksThe programme structure consists of 4 key modules and considers a multi-dimensional approach from strategy to execution and existing and emerging topic areas within the discipline of Digital Marketing. Additionally, there is also live coaching available to enhance the learning experience and provide students with real-time guidance and support throughout their journey.
Students must complete all the modules, actively participate in live coaching sessions, and pass the final exam to achieve the School of Marketing Certificate in Digital Marketing. This comprehensive approach ensures that students not only acquire theoretical knowledge but also gain practical insights and personalised guidance to excel in the field of Digital Marketing.
Strategic Knowledge
Digital Marketing and Planning
Digital marketing in context
- What is Marketing and Digital Marketing?
- Key Trends related to Digital Marketing
Customer Centricity
Building a strategy in digital marketing
- What is a Digital Marketing Strategy and Why is it Needed?
- Constructing a Digital Marketing Strategy
- Digital Marketing Channels and Creating Content Plans for Specific Digital Channels
- Integration of Various Marketing Channels
- Holistic Measurement of the Overall Customer Journey and Experience
Disruptive brands in a digital world
- Role of a Brand
- Building your brand in a digital world
- Growing your Brand in a digital world
- Assessing your Brand
Customer understanding using digital tools
- Generating insights
- What Consumers Can’t Tell You
- Qualitative Methods
- Co-creation
- Quantitative Research and Analytics
Digital Channels
Creating digital marketing content
- Introduction to digital marketing content
- Ways to generate content
- Making content that stands out
- Repurposing content
- Attention and recall
Paid
- Developing a Search Engine Optimisation Campaign
- Developing a Paid Advertising and Paid Social Campaign
- Programmatic Advertising
Earned
- Developing an Influencer Marketing Strategy
- Developing a Community Marketing approach
- The art of digital and social selling
Owned
- Using data to improve customer experiences
- Developing a customer journey map
- Website optimisation
Practical Toolkit & Execution
Digital Service and Campaign Design
Developing digital and marketing campaign
- What is a Marketing Communications Campaign?
- Types of Campaigns
- Campaign Process
- The Hows and Whys of Campaigning
Role of creativity storytelling in digital
- The Resurgence of Storytelling as a Powerful Marketing Tool
- The Ingredients of Storytelling
- The Process of Creating your Story
- Tips on Becoming a Better Storyteller
Developing a Marketing / Creative Brief
- What is a Marketing / Creative Brief?
- The Marketing Brief Process
- Evaluation Framework
Data, Analytics and AI
Introduction to data and analytics
- Introduction to Data
- Collecting and Visualising Data
- What Can You Do with Data?
AI in Digital Marketing
- What is AI in Digital Marketing?
- How AI can be used by channels
Evaluating past performance
- Introduction to Data Science and Data Scientists
- What do Data Scientists do
- Basic Principles of Data Science
- Common Application of Data Science
- Challenges with Data Science
Understanding Data Science
- Introduction to Marketing
- Different Techniques used within Marketing
- Evaluating your Marketing Efforts
Strategic Knowledge
Digital Marketing and Planning
Digital marketing in context
- What is Marketing and Digital Marketing?
- Key Trends related to Digital Marketing
Customer Centricity
Building a strategy in digital marketing
- What is a Digital Marketing Strategy and Why is it Needed?
- Constructing a Digital Marketing Strategy
- Digital Marketing Channels and Creating Content Plans for Specific Digital Channels
- Integration of Various Marketing Channels
- Holistic Measurement of the Overall Customer Journey and Experience
Disruptive brands in a digital world
- Role of a Brand
- Building your brand in a digital world
- Growing your Brand in a digital world
- Assessing your Brand
Customer understanding using digital tools
- Generating insights
- What Consumers Can’t Tell You
- Qualitative Methods
- Co-creation
- Quantitative Research and Analytics
Digital Channels
Creating digital marketing content
- Introduction to digital marketing content
- Ways to generate content
- Making content that stands out
- Repurposing content
- Attention and recall
Paid
- Developing a Search Engine Optimisation Campaign
- Developing a Paid Advertising and Paid Social Campaign
- Programmatic Advertising
Earned
- Developing an Influencer Marketing Strategy
- Developing a Community Marketing approach
- The art of digital and social selling
Owned
- Using data to improve customer experiences
- Developing a customer journey map
- Website optimisation
Practical Toolkit & Execution
Digital Service and Campaign Design
Developing digital and marketing campaign
- What is a Marketing Communications Campaign?
- Types of Campaigns
- Campaign Process
- The Hows and Whys of Campaigning
Role of creativity storytelling in digital
- The Resurgence of Storytelling as a Powerful Marketing Tool
- The Ingredients of Storytelling
- The Process of Creating your Story
- Tips on Becoming a Better Storyteller
Developing a Marketing / Creative Brief
- What is a Marketing / Creative Brief?
- The Marketing Brief Process
- Evaluation Framework
Data, Analytics and AI
Introduction to data and analytics
- Introduction to Data
- Collecting and Visualising Data
- What Can You Do with Data?
AI in Digital Marketing
- What is AI in Digital Marketing?
- How AI can be used by channels
Evaluating past performance
- Introduction to Data Science and Data Scientists
- What do Data Scientists do
- Basic Principles of Data Science
- Common Application of Data Science
- Challenges with Data Science
Understanding Data Science
- Introduction to Marketing
- Different Techniques used within Marketing
- Evaluating your Marketing Efforts
Who is it for?
This program is perfect for marketing professionals already in the workforce who aim to enhance the customer and commercial performance of a business.
Our Contributors
Companies with graduates from the School of Marketing
Online Programme
- 8 Weeks
- 8 Week access to the programme
- Access to leading resources
- CPD Certified Certificate upon completion
£2000
(Plus Vat)
Other payment options are available, email: info@schoolofmarketing.co.uk
Have a question? Get in touch.
Ask us anything, we are happy to answer any questions!
