DIPLOMA OF MARKETING AND COMMUNICATION
– DIGITAL MARKETING

This subject will give you an understanding of how to research, develop and implement a business plan for a digital business model.

A business plan is a written description of your business’s future, a document that tells what you plan to do and how you plan to do it. If you jot down a paragraph on the back of an envelope describing your business strategy, you’ve written a plan, or at least the germ of a plan.

The real value of creating a business plan is not in having the finished product in hand; rather the process of researching and thinking about your business in a systematic way.

You start, with certain resources and abilities. You want to get to a there, a point in the future (usually three to five years out) at which time your business will have a different set of resources and abilities as well as greater profitability and increased assets. Your plan shows how you will get from here to there.

For the entrepreneur the act of planning helps you to think things through thoroughly, study and research if you are not sure of the facts, and look at your ideas critically.

It takes time now, but avoids costly, perhaps disastrous, mistakes later.

In this subject you will be able create the following elements within a Business Plan Document.

• Marketing Plan
• Operational Plan
• Management and Organization
• Personal Financial Statement
• Start-up Expenses and Capitalization
• Financial Plan

Students should learn how to effectively promote business online by developing a targeted online marketing strategy that engages potential customers throughout the digital landscape.

This subject will give you an understanding of how to effectively promote a digital business to engage potential customers. By analysing target audience needs, behaviours and challenges, entrepreneurs can design and develop marketing communications and online engagement strategies and plans.

This subject also covers content marketing, mobile marketing, and influencer marketing, as well as recommendations for expanding your digital marketing skillset.

Upon completing this foundational digital marketing course, you’ll be equipped with skills and strategies that can help you navigate today’s online landscape and develop a smart plan of action.

Topics Include:

• Examine the importance of the top three digital strategies for business, brand, and marketing.
• Define vital online marketing terms.
• Explore the components of the digital marketing landscape.
• Identify the uses of a marketing funnel.
• Discover the characteristics of an effective website.
• Recognize the importance behind choosing an effective domain name.
• Determine the importance of choosing a responsive design.
• Examine the fundamentals of a conversion funnel.

Digital marketing uses online mediums to connect with potential customers for the purposes of exposing them to and promoting a business’s brand, products or services. Examples of digital communication channels include social media, email, search engines and websites. Content in the form of text, images, videos, illustrations and animations can be used to communicate marketing messages to various online audiences.

This subject will provide students with the knowledge and practical skills required to market a digital business by engaging prospective customers through useful content and valuable incentives. Students will learn how to take advantage of marketing opportunities through research and analysis of various markets and their characteristics. Students will also gain the skills needed to plan and manage projects from the ground up, as well as create innovative marketing content. This subject will also give students an understanding of how to develop engagement strategies for digital marketing mediums such as social media and more.

In this subject you will:

• Analyse marketing opportunities for a digital business
• Implement the digital marketing mix for a business
• Develop and review a social media strategy
• Write persuasive marketing copy for digital and audio
• Plan and manage a digital marketing project
• Analyse datasets and report on key outcomes
• Design your digital ads
• Test and measure campaigns