The Univad Diploma in Digital Marketing program is your ticket to becoming a digital marketing professional. In today's digital-driven world, businesses rely on digital strategies for growth. This program equips you with the knowledge and practical skills to navigate the dynamic landscape of digital marketing. From social media marketing to SEO and data analytics, you'll gain expertise in creating and executing successful digital campaigns. Step into the exciting world of online marketing with us and open doors to a wide range of career possibilities.

10 Things You Will Learn:

1. Social Media Marketing

2. Search Engine Optimization (SEO)

3. Pay-Per-Click Advertising

4. Email Marketing

5. Content Strategy

6. Data Analytics and Reporting

7. Digital Marketing Tools

8. Conversion Optimization

9. Online Branding

10. Marketing Strategy Development

Five Skills You Will Have:

1. Social Media Marketing

2. SEO and SEM

3. Email Marketing

4. Data Analytics

5. Content Marketing

Five Jobs for Each Skill:

1. Digital Marketing Manager

2. Social Media Manager

3. SEO Specialist

4. Email Marketing Specialist

5. Content Strategist

Salary Expectations and Demand: Digital marketing professionals are in high demand globally. Salaries can vary widely depending on experience and location, but average salaries range from $50,000 to $100,000 per year. Companies continue to invest in digital marketing to reach their target audience effectively.

Sample Certificate

Semester 1: Fundamentals of E-commerce and Digital Marketing

Intro Fundamentals of E-commerce and Digital Marketing

• Welcome to Google's Digital Marketing Certificate

• Reading: Program and Course 1 overview

• Introduction to Course 1

• Reading: Helpful resources to get started

• Digital Marketing & E-commerce Cert glossary

• Overview of program survey

• Section test

• Breakout Exercise: Meet and engage other students

• What are digital marketing and e-commerce?

• What's the role of digital marketing specialists?

• Joi - Career Path To Digital Marketing

• Transferable skills for digital marketing and e-co

• Prisha - My path to working in digital marketing

• Key skills for e-comm & digital marketers

• Melba - My path to working in e-commerce

• Andrew - My path to working in digital marketing

• Launching your digital marketing or e-com career

• Agency roles vs. in-house roles

• Roles in e-comm & digital marketing

• Zuri - A day as an entry-level digital marketer

• Jebb - A day as an entry-level e-comm account mana

• E-commerce, ecommerce, or eCommerce?

• Career quiz: E-commerce & digital marketing

• Discussion: Reflect on jobs that interest you

• Wrap-up

• Reading: Glossary terms from week 1

• Quiz: Weekly challenge 1

Costumer journey and the marketing funnel

• Welcome to week 2

• How digital marketing and e-commerce create value

• Advantages and challenges of digital marketing

• Jen - Diversity in digital marketing

• Reading: Inclusive marketing

• Janice - Inclusive marketing

• Xiomara - Inclusive marketing

• Quiz: Benefits of e-commerce & digital marketing

• The customer journey and journey maps

• Reading: What is a touchpoint?

• The marketing funnel

• From trad. to digital marketing funnel

• Test your knowledge: The marketing funnel

• The top of the funnel: Awareness and consideration

• Case study: How MERSEA structures its marketing

• Measuring success at the top of the funnel

• Test your knowledge: The marketing funnel

• Discussion: Reflect on memorable campaigns

• The bottom of the funnel: Conversion and loyalty

• Measuring success at the bottom of the funnel

• Test your knowledge: Drive sales and loyalty

• The future of e-commerce

• Discussion: Reflect on positive e-comm experiences

• Wrap-up

• Glossary terms from week 2

• Weekly challenge 2

Digital Marketing and E-Commerce Strategy

• Welcome to week 3

• The value of brands for digital marketing

• Reading: Brand safety

• Discussion: Analyze a successful brand

• Quiz: Brand value in digital marketing

• The elements of a digital marketing strategy

• Find your audience and understand your customers

• Define your marketing goals

• The difference between business and marketing goal

• Reading: How to set SMART goals

• Paid, owned, and earned media

• Attract customers with search engine optimization

• Reach customers with search engine marketing

• Reading: Display advertising

• Test your knowledge: Reach customers online

• Introduction to social media and email marketing

• Social media marketing basics

• Choose the right platforms for target audience

• Build relationships with email marketing

• Reading: Types of email campaigns

• Test your knowledge: Engage customers with social

• Wrap-up

• Glossary terms from week 3

• Weekly challenge 3

Measure Performance Success

• Welcome to week 4

• Measure progress with performance marketing

• Common metrics for success

• Working with data

• Data ethics

• Test your knowledge: Measure marketing performance

• Attribution models for digital marketing

• Data storytelling basics

• Story structure

• Prepare for your job search

• How to find job opportunities

• Elle - Build confidence

• Discussion: Explore your possibilities

• Wrap-up

• Glossary terms from week 4

• Weekly challenge 4

• Congrats! What’s coming in Course 2

• Course 1 glossary

• Discussion: Your learning journey

• Reading: Get started on Course 2

Semester 2: Digital Marketing: Attracting, Engaging Customers

Introduction to Attracting and Engaging Customers

• Introduction to Course 2

• Course 2 overview

• Reading: Helpful resources to get started

• Discussion: Meet and greet

• Welcome to week 1

• Customer personas for your target audience

• How to create a customer persona

• Reading: Learn to create customer personas

• Activity: Create two customer personas

• Reading: Activity Exemplar: Create two customer pe

• Test your knowledge: Create customer personas

• Intro to the marketing funnel and its benefits

• Strategies to introduce customers to a brand

• Reading: How a business creates awareness

• Case study: How Okabashi uses marketing strategies

• Consideration: Strategies to build interest in you

• Increasing business consideration as a marketer

• Test your knowledge: Awareness and consideration

• Boosting website conversion rate strategies

• Boosting e-comm website conversion rate for market

• Loyalty: Strategies to increase costumer loyalty

• Increasing post-purchase customer loyalty

• Experiences with brand loyalty

• Test your knowledge: Conversion and loyalty

• Wrap-up

• Glossary terms from week 1

• Weekly challenge 1

Understand search engine optimization

• Welcome to week 2

• How does the Google search engine work?

• How Google determines website rankings

• Breakdown of the Google search engine results page

• Other popular search engines

• Jake - The purpose and process of search algorithm

• Test your knowledge: How search works

• What is SEO and why is it important?

• First steps before implementing SEO

• Beginner SEO terms

• Test your knowledge: The purpose of search engine

• Keyword research and recommendations

• Daniel - Steps and tips beginner digital marketer

• Organize your website’s pages: Website structure

• Site hierarchy best practices

• Test your knowledge: Keyword research and website

• Glossary terms from week 2

• Weekly challenge 2

Apply search engine optimization (SEO)

• Welcome to week 3

• Optimize a website's content

• Best practices for links and promoting a website

• Optimize images for a website

• Make your website mobile-friendly

• Test your knowledge: Optimize a website's content

• Craft effective titles and meta descriptions

• Control title links and snippets

• Activity: Improve webpage titles and meta descript

• Activity Exemplar: Improve webpage titles and meta

• Create structured data markup

• Establish your business details on Google

• Help Google (and users) understand your content

• Introduction to Google Search Console

• Google Search Console reports and metrics

• Reading: Learn more about Google Search Console

• More tools and reports in Google Search Console

• Reading: Bing Webmaster Tools

• Dave: My career path into SEO and SEM

• Wrap-up

• Reading: Glossary terms from week 3

• Weekly challenge 3

Search Engine Marketing (SEM) and Display Advert

• Welcome to week 4

• Common SEM terms

• Reading: Common SEM terms

• Common SEM ad formats in Google Ads

• Google Ads bid strategies

• Ginny - SEM and how to attract customers

• Test your knowledge: Understand SEM

• How Google Ads works

• Case study: How Studley's Flower Gardens uses Goog

• Identify keywords and understand the ad auction

• Best practices when creating a Google Ad in Search

• Google Ads account structure and organization

• Creating a Google Ad

• Activity: Create an effective responsive search ad

• Activity Exemplar: Create an effective responsive

• Test your knowledge: Apply search engine marketing

• Introduction to display advertising

• How to optimize a responsive display ad

• Advertise on YouTube

• How to create a responsive display ad

• Activity: Optimize responsive display ads

• Activity Exemplar: Optimize responsive display ads

• Wrap-up

• Glossary terms from week 4

• Course wrap-up

• Course 2 glossary

• Your learning journey

• Get started on Course 3

Semester 3: Social Media Strategies: Engagements To Leads

About this Course

Identify the best platform for your business needs, create engaging content using graphic design principles, set goals and metrics for social media ads, and analyze social media data for decision-making. Get hands-on guidance from Google employees and gain skills to apply for entry-level jobs in digital marketing and e-commerce.

No experience is required.

By the end of this course, you will be able to do the following:

• — Identify the five core pillars of social media marketing: strategy, planning and publishing, listening and engagement, analytics and reporting, and advertising

• — Determine how to choose social media platforms for a campaign

• — Understand how to boost engagement on social media

• — Learn how to write, design, and repurpose engaging content for social media

• — Recognize how to use the data gathered from social media analytics as a decision-making tool

• — Learn best practices for presenting a social media report

• — Achieve specific marketing goals through the use of paid social media

SKILLS YOU WILL GAIN

• — Social Listening

• —Social Media Bidding

• —Customer Engagement

• —Social Media Analytics

• —Social Media Branding

Course Syllabus

Introduction

• Introduction to Course 3

• Reading: Course 3 overview

• Reading: Helpful resources to get started

• Discussion: Meet other students

• Welcome to week 1

• The benefits of social media marketing

• Cindy - A day in the life of a product marketer

• How do you respond to marketing on social media?

• The five core pillars of social media marketing

• Earned, owned, and paid social media

• Test your knowledge: Understand social media

• Survey: Test your knowledge: Understand social media

• The social media marketing funnel

• Wrap-up

• Reading: Glossary terms from week 1

• Weekly challenge 1

Social media strategy, planning, and publishing

• Welcome to week 2

• Define the goals of your social media strategy

• Identify your social media target audience

• Reading: Popular social media platforms

• Reading: Set up professional social media profile

• Choose social media platforms for your campaign

• Build your brand identity on social media

• Quiz: Create brand positioning statements

• Survey: Quiz: Create brand positioning statements

• Types of content on social media

• How do different content reinforce a brand

• Anna - Utilize media for social media marketing

• Reading: How to acquire earned media

• Case study: How Name Glo acquires earned media

• Quiz: Social media marketing strategies

• Survey: Quiz: Social media marketing strategies

• Determine the frequency and timing of posts

• Real-time marketing

• Use a social media calendar

• Create a social media calendar

• Activity: Create a social media calendar

• Survey: Activity: Create a social media calendar

• Activity Exemplar: Create a social media calendar

• Reading: Social media management tools

• Reading: Compose and publish posts using Hootsuite

• Activity: Use Hootsuite to create Tweet

• Survey: Activity: Use Hootsuite to create Tweet

• Activity Exemplar: Using Hootsuite for twitter

• Quiz: : Plan and publish content

• Survey: Quiz: : Plan and publish content

• Wrap-up

• Glossary terms from week 2

• Weekly challenge 2

• Survey: Weekly challenge 2

Listening and engagement on social media

• Welcome to week 3

• The importance of social listening

• Social listening strategies

• Case study: How EatMoveRest improves content

• Reading: Popular social listening tools

• Activity: Use social listening to gain insights

• Survey: Activity: Use social listening to gain insights

• Exemplar: Use social listening for insights

• Test your knowledge: Social listening

• Survey: Test your knowledge: Social listening

• Social media engagement

• How to use Youtube to grow your audience

• Reading: Respond to social media users

• Camille - Respond to social media comments

• Activity: Respond to customer comments

• Survey: Activity: Respond to customer comments

• Activity Exemplar: Respond to customer comments

• Increase your followers on Twitter

• Discussion: Social media engagement

• Reading: Influencer marketing

• Social marketing on mobile

• Quiz: Engage customers

• Survey: Quiz: Engage customers

• Write for social media

• Develop your brand voice on social media

• Case study: How BLK & Bold found its brand voice

• Reading: Design engaging content for social media

• Reading: Make social media posts accessible

• What is Canva?

• Assignment: Activity: Design a social media post

• Repurpose content on social media

• Catherine - Engage a social media audience through

• Quiz: Compose engaging content

• Survey: Quiz: Compose engaging content

• Wrap-up

• Glossary terms from week 3

• Weekly challenge 3

• Survey: Weekly challenge 3

Social media analytics and reporting

• Welcome to week 4

• Understand social media analytics

• Metrics to track with social media analytics

• Reading: Popular social media analytics tools

• Social testing

• Use social media data to drive marketing strategy

• Jon - How data and social media analytics informs

• Activity: Analyze social media performance

• Activity: Analyze social media performance

• Activity Exemplar: Analyze social media performanc

• Quiz: Social media analytics

• Quiz: Social media analytics

• Understand social media reports

• Social media reports

• Activity: Report on social media performance

• Activity: Report on social media performance

• Activity Exemplar: Report on social media performa

• Present a social media report

• Quiz: Social media marketing report

• Quiz: Social media marketing report

• Wrap-up

• Glossary terms from week 4

• Weekly challenge 4

Paid social media

• Welcome to week 5

• Benefits of paid social media

• Integrate paid social media into your strategy

• Quiz: Paid ads on social media

• Quiz: Paid ads on social media

• Develop a paid social media strategy

• Reading: Ad formats on social media

• Choose social media platforms for your ads

• Remarketing on social media

• Reading: Create an effective call to action

• Activity: Develop a social media ad campaign

• Activity: Develop a social media ad campaign100

• Activity Exemplar: Develop a social media ad

• Quiz: Target your social advertising

• Quiz: Target your social advertising

• Components of a paid social media budget

• The cost of advertising on social media

• Reading: Social media ad bidding

• Sabrina - Conflict resolution and critic response

• Quiz: Manage a social advertising budget

• Quiz: Manage a social advertising budget

• Wrap-up

• Glossary terms from week 5

• Weekly challenge 5

• Course wrap-up

• Course 3 glossary

• Discussion: Your learning journey

Semester 4: Email Marketing

About this Course

This course will explore how to execute a successful email marketing campaign. Email marketing is one of the oldest and most proven digital marketing channels, and it is an essential component of an overall digital marketing strategy. Email is a primary channel for many businesses in reaching existing customers, encouraging interaction with the business, driving purchases, and building loyalty.

In this course, you’ll explore email marketing and cover topics like: creating an email marketing strategy, executing email campaigns, and measuring the results of those campaigns. You’ll also learn how to use mailing lists and utilize automation and workflows. Google employees who currently work in the field will guide you, providing hands-on activities and examples that simulate common digital marketing and e-commerce tasks while showing you some of the best tools and resources used on the job. Learners who complete the seven courses in this program will be equipped to apply for entry-level jobs in digital marketing and e-commerce.

No previous experience is necessary.

What you'll learn

• — Understand how email marketing fits into a digital marketing strategy

• — Write effective email copy, subject lines, and preview text

• — Test, execute, and optimize an email marketing campaign

• — Measure and analyze email campaign results

Skills you'll gain

• — Email marketing analytics

• — Email Writing

• — Contact management

• — Email marketing strategy

• — Email list segmentation

Course Syllabus

Introduction to TOTI: Email marketing

• Introduction to Course 4

• Reading: Course 4 overview

• Reading: Helpful resources to get started

• Discussion Prompt: Meet and greet

• Welcome to module 1

• What is email marketing?

• Taylor - Entry-level email marketing jobs and tasks

• Miriam - Imposter syndrome

• Practice Quiz: Think about your subscribed email lists.

• Conduct PESTLE and SWOT audits

• Reading: Learn more about conducting PESTLE and SWOT audits

• Set SMART goals

• Reading: Create an email marketing strategy

• Practice Quiz: PESTLE, SWOT, and setting SMART goals

• The do's and don'ts of email marketing

• Aaron - Do's and don’ts for email marketing

• Reading: Ethical email language

• Discussion Prompt: What is your event with email marketing

• Wrap-up

• Reading: Glossary terms from module 1

Types of email marketing

• Welcome to module 2

• Types of email marketing: Acquisition emails

• Types of email marketing: Welcome emails

• Practice Quiz: Test your knowledge: Types of emails

• Types of email marketing: Newsletters

• Reading: Craft catchy newsletter copy

• Types of email marketing: Promotional emails

• Practice Quiz: Newsletters and promotional emails

• Types of email marketing: Retention emails

• Reading: Create accessible emails

• Reading: Spamming: When not to send emails

• Practice Quiz:: Test your knowledge: Retention emails

• Wrap-up

• Reading: Glossary terms from module 2

Useful tools for email marketing

• Welcome to module 3

• Build your mailing list

• Segment your mailing list

• Reading: Segment lists using Constant Contact

• Write effective emails

• Reading: More tips on writing effective emails

• Helpful tools for effective email marketing

• How to choose an email marketing tool

• Reading: Send emails in HubSpot

• Reading: Activity Exemplar: Create an email in HubSpot

• Reading: Send emails in Mailchimp

• Reading: Exemplar: Optional - Set up a Mailchimp campaign

• Discussion Prompt: Which tools do you know or want to learn?

• Mistakes in email marketing

• Reading: How to fix email marketing mistakes

• Practice Quiz: Email marketing tools and mistakes

• Wrap-up

• Reading: Glossary terms from module 3

• Collect and analyze email campaign data

• Run your own email marketing campaign

Digital Marketing Experts

The next application deadlines are:

• Priority Deadline: August 30, 2024

• Final Deadline: September 10, 2024

Have questions? Attend an upcoming Information Session or use the chat box at the bottom right corner of the screen.

For more information about the Univad Diploma Tuition, session durations, and deadlines, kindly visit the Tuition page to access this information and even more.

Self-pace

• Students who hold Bachelor's degrees and wish to concentrate or expand their knowledge in the field

• Professionals who have several years of working experience

• Anyone who wishes to gain a new skill for personal growth or to start a career.