L3 Digital Marketing Skills Bootcamp
Core Unit: Certificate in Digital Marketing Business Principles
Duration: 12-16 weeks
Learning Outcome 1 - Digital Marketing and Social Media Platforms
1.1 Digital Marketing Specialisms
Search Engine Marketing & Optimisation
- • SEO techniques
- • Social Media Optimisation (SMO)
- • Link building strategies
- • Pay-per-click advertising
- • Email marketing fundamentals
- • Web analytics and metrics
- • Mobile application integration
1.2 Content, Tools and Posting
Content Creation
- • Content marketing methods (blog posts, video, social)
- • Business benefits of new content
- • Content creation factors (technology, skills, audience, cost)
Tools
- • Analytics tools
- • Social media management
- • Website optimisation
- • Customer Relationship Management (CRM)
Social Media Management
- • Platform management (Facebook, Instagram, Twitter)
- • Content calendar scheduling
- • Management tools (Hootsuite, Tweetdeck, Buffer)
1.3 Pay-per-click Campaigns
- • Campaign benefits and consequences
- • Keyword research and planning
- • Ad text creation and policies
- • Landing page optimisation
- • Quality score management
Learning Outcome 2 - Business Environment and Customer Needs
2.1 Business Team Interaction
- • Internal functions (HR, Finance, Customer Service)
- • External functions (Sales, Marketing, Customer Service)
- • Organisational structures
- • Digital marketing process roles
- • Cross-functional impact
2.2 Industry Development
- • Information sources for digital marketers
- • Professional development training
- • Industry-specific applications
- • Practical role implementation
Learning Outcome 3 - Digital Etiquette and Communication
3.1 Social Media Rules
- • Participation guidelines
- • Connection building
- • Conversion strategies
- • Community management
- • Active listening techniques
3.2 Digital Communication
- • Platform-specific etiquette
- • Content tone and style
- • Copyright compliance
3.3 Relationship Building
- • Sales process integration
- • Social selling techniques
- • Conversation engagement
- • Persona development
- • Prospect connection
- • Conversion optimisation
3.4 Brand Management
- • Brand importance and consistency
- • Brand guidelines
- • Brand protection strategies
- • Managing inconsistencies
3.5 Hashtag Strategy
- • Trending hashtag utilisation
- • Hashtag categories (brand, product, lifestyle, event, location)
- • Marketing implementation
- • Avoiding hashtag hijacking
Learning Outcome 4 - Security and Data Protection
4.1 Digital Security
- • Website security measures
- • Email security (phishing prevention, attachment handling)
- • Malware protection
- • Data theft prevention
- • Social engineering awareness