Certified Digital Marketing Strategist (CDMS) v2

Topics Covered

• Learning Unit 1: Introduction to Digital Advertising
• Learning Unit 2: Digital Advertising Channels
• Learning Unit 3: Develop Digital Advertising Strategy
• Learning Unit 4: Digital Advertising Analytics

Hands-on Project-based Assignment

• Draft an integrated digital media plan with defined budgets, timelines, audience targeting methods, ad creatives, and funnel strategies across multiple digital advertising platforms
• Create digital advertising campaigns through hands-on practical sessions on media platforms such as Google Ads

Learning Outcomes

By the end of the module, trainees will be able to manage digital advertising campaigns in-house or outsourced.

Topics Covered

• Learning Unit 1: The Fundamentals of Social Media
• Learning Unit 2: Planning a Social Media Strategy
• Learning Unit 3: A Planned Approach to Developing Social Media Content
• Learning Unit 4: Amplify Social Media Content
• Learning Unit 5: Social Media Analytics and Reporting
• Learning Unit 6: Social Media Community Management

Hands-on Project-based Assignment

• Create customer avatars (personas) across 5 different dimensions
• Craft a social media content matrix, social media post, and content calendar along the funnel stages (awareness, consideration, conversion, loyalty) and across various social media platforms

Learning Outcomes

By the end of the module, trainees will be able to apply strategies to grow a brand’s social media influence.

Topics Covered

• Learning Unit 1: Content Marketing Fundamentals
• Learning Unit 2: Content Planning (Design)
• Learning Unit 3: Content Creation (Develop)
• Learning Unit 4: Content Distribution (Deploy)
• Learning Unit 5: Content Measurement (Decode)

Hands-on Project-based Assignment

Develop content marketing strategy for an organisation.

Learning Outcomes

By the end of the module, trainees will be able to build a content marketing strategy and manage a content team.

Topics Covered

• Learning Unit 1: Introduction to SEO
• Learning Unit 2: Keyword Research and On-Page SEO
• Learning Unit 3: Link Building (Off-Page SEO)
• Learning Unit 4: SEO Analytics

Hands-on Project-based Assignment

• Conduct keyword research and SEO ranking analysis on a live website, targeting profitable keywords to rank on the top positions of Google’s natural search results
• Utilise industry SEO tools to create a keyword, on-page SEO, link building, and an SEO ranking action plan

Learning Outcomes

By the end of the module, trainees will be able to recommend strategies to increase a website’s organic SEO rankings on Google.

Topics Covered

• Learning Unit 1: Introduction to Email Marketing and Marketing Automation
• Learning Unit 2: Foundations of Email Marketing
• Learning Unit 3: Build and Grow an Email List
• Learning Unit 4: Develop Email Marketing Messaging and Communication Structure
• Learning Unit 5: Develop Email Marketing Strategy
• Learning Unit 6: Email Marketing Analytics and Optimisation
• Learning Unit 7: Lifecycle Marketing and Marketing Automation
• Learning Unit 8: Automation with Drip Campaigns
• Learning Unit 9: Automation with Triggers
• Learning Unit 10: Advanced Email Marketing Analytics and Optimisation

Hands-on Project-based Assignment

Develop email marketing strategy for an organisation.

Learning Outcomes

By the end of the module, trainees will be able to set up and manage email marketing campaigns.

Topics Covered

• Learning Unit 1: Digital Marketing Analytics Fundamentals
• Learning Unit 2: Digital Marketing Analytics Tools and Techniques
• Learning Unit 3: Setting Up and Accessing Google Analytics 4
• Learning Unit 4: Understand Your Users
• Learning Unit 5: Exploring Your Traffic
• Learning Unit 6: Determining User Engagement
• Learning Unit 7: Tracking Monetisation and Conversions

Hands-on Project-based Assignment

• Craft business questions to identify appropriate digital marketing analytics reports and metrics to draw marketing insights from
• Create a website measurement plan to track and evaluate digital marketing campaign performance

Learning Outcomes

By the end of the module, trainees will be able to measure digital marketing campaign performance and provide insightful recommendations.