Course Objectives
The course aims to introduce students to the science of digital marketing and its importance for business success. Students will be exposed to the strengths of digital marketing vs traditional marketing, particularly marketing in the AI age.
They will understand how to plan and execute high-impact, results-oriented digital marketing campaigns. Participants will gain an understanding of how to select and employ the most appropriate digital tools, including email marketing, social media marketing, and search engine marketing, to communicate with their intended audience.
- Share knowledge of digital marketing and its benefits to businesses.
- Lay out the steps for creating an effective online advertising strategy.
- Recognise and describe a number of internet advertising strategies.
- Learn to use different CRM platforms for sending out promotional emails.
- Find out how to use online poll.
- Learn the ins and outs of creating an email marketing list and sending out an effective marketing message.
- Show how to make and control ads on social media.
- Explain the fundamentals of the most popular social media sites.
- Understand corporate social media advertising.
- Apply artificial intelligence tools and technologies to enhance productivity, communication, business analysis, workflow optimisation, and operational effectiveness;
- Recognise the ethical, legal, and professional considerations associated with the implementation and use of artificial intelligence in business settings;
- Develop practical and transferable skills relevant to business administration, digital transformation, and AI-enabled professional practice.
Who Should Attend?
Anyone not having a formal qualification at a higher level; OR
Individuals re-entering employment after a period of absence; OR
Employees who are seeking a career change; OR
Students seeking knowledge and achievement in a formal Digital Marketing qualification.
Employees seeking a qualification for their personal and professional development
Career Opportunities
Successful graduates may pursue careers in:
- Marketeers
- Communications Executives
- Digital Marketing Specialist
Mode of Assessment
Assessment will be conducted through a combination of:
- self-assessment activities;
- group work and in-class presentations;
- reflective journals and reflective writing tasks;
- written assignments and case-study analyses;
- practical application exercises involving business and AI-related tools;
- project-based coursework; and
- a final research project.
Entry Requirements
Applicants must possess one of the following:
• Minimum MQF Level 4 qualifications in 3 subjects, and
• Good command of English (written and spoken) – Minimum C1.
OR
• 3 years working experience in business administration with previous experience in marketing/digital marketing.
OR
• In accordance with Academy’s Recognition of Prior Learning Policy
Students hailing from a non-majority English-speaking country, must provide evidence of English language competency. Either a minimum of level B2 in the Common European Framework of Reference for Languages (CEFR);
OR
IELTS level 6 in each component.
During the enrolment process participants will be asked to confirm that they understand to have enough digital proficiency to follow the study programme or else opt to follow a pre study programme introductory session.
