“Develop the skills you need to plan and implement successful digital marketing campaigns”
Master the basics of Digital Performance Marketing and get your career off to a great start. You’ll cover the key disciplines in digital marketing including SEO and Paid Search and be better able to brief, plan and execute digital specific marketing campaigns regardless of your background.
Who is this qualification for?
- Practitioners and newbies from Advertising Digital, Hybrid or PR Agencies.
- Individuals looking to build or refresh their knowledge.
- Academics teaching marketing communications.
What are the benefits?
- Gain an essential grounding in how to be a successful client manager and strategic thinker.
- Become better at briefing, planning and executing digital marketing campaigns.
- Understand each of the key disciplines in digital marketing, providing you with a background knowledge that will enable you to hold your own in team and client meetings.
- Learn how to buy traffic through display marketing and how to message successful campaigns.
- Explore how SEO has evolved and how to make it work for you.
- Understand affiliate marketing, what’s involved and how to manage campaigns successfully.
- Learn about Paid Search and how to efficiently manage your keyword strategies.
How the learning is delivered and assessed
The 10 hours of learning is delivered across 5 modules that can be completed at your own pace, in your own time. Candidates can access and download the learning through the IPA website on any device, or via the IPA Learning app.
A mandatory, multiple choice self-test, available in the online learning, must be passed before the exam date.
This assessment can be re-attempted as needed until you achieve a 75% pass grade. If the candidate does not pass this assessment by the exam date, the final exam will not be accessible to them and they must follow deferral or cancellation policy.
The qualification is then assessed via a formal 1 hour 40 minutes online exam at a set date and time. Candidates must answer 12 short-form essay questions.
“Develop the skills you need to plan and implement successful digital marketing campaigns”
Master the basics of Digital Performance Marketing and get your career off to a great start. You’ll cover the key disciplines in digital marketing including SEO and Paid Search and be better able to brief, plan and execute digital specific marketing campaigns regardless of your background.
Who is this qualification for?
- Practitioners and newbies from Advertising Digital, Hybrid or PR Agencies.
- Individuals looking to build or refresh their knowledge.
- Academics teaching marketing communications.
What are the benefits?
- Gain an essential grounding in how to be a successful client manager and strategic thinker.
- Become better at briefing, planning and executing digital marketing campaigns.
- Understand each of the key disciplines in digital marketing, providing you with a background knowledge that will enable you to hold your own in team and client meetings.
- Learn how to buy traffic through display marketing and how to message successful campaigns.
- Explore how SEO has evolved and how to make it work for you.
- Understand affiliate marketing, what’s involved and how to manage campaigns successfully.
- Learn about Paid Search and how to efficiently manage your keyword strategies.
How the learning is delivered and assessed
The 10 hours of learning is delivered across 5 modules that can be completed at your own pace, in your own time. Candidates can access and download the learning through the IPA website on any device, or via the IPA Learning app.
A mandatory, multiple choice self-test, available in the online learning, must be passed before the exam date.
This assessment can be re-attempted as needed until you achieve a 75% pass grade. If the candidate does not pass this assessment by the exam date, the final exam will not be accessible to them and they must follow deferral or cancellation policy.
The qualification is then assessed via a formal 1 hour 40 minutes online exam at a set date and time. Candidates must answer 12 short-form essay questions.
1. Account Management & Planning
This module looks at what you need to do to be a successful client manager and strategic thinker. It’s less about the nuts and bolts of digital marketing campaigns and optimization and more about what you need to do to understand your client and their business. Topics covered include:
- Making the Case for Digital Marketing
- Taking a Client Brief & Managing Expectations
- Audience Planning
- Reporting
- Managing Clients
2. Paid Search
This module covers paid search, one of the key digital marketing channels. You’ll learn about everything from how to write ad copy, to how to efficiently manage your keyword strategies.
Topics covered include:
- Planning PPC Activity
- Managing PPC Activity
- Bid Tools
3.Display Advertising
In this module, we look at the various ways you can buy traffic through display marketing. We cover everything from native ads on social media, to programmatic display buys. We explain how each works and what you need to do to manage successful campaigns.
Topics covered include:
- Display Basics
- Managing and Optimising Display Campaigns
4. SEO
Search engine optimisation is all about getting more of the right kind organic search traffic. You’ll learn about how SEO has evolved over the last decade and see that it’s not the dark art it’s sometimes thought to be!
Topics covered include:
- SEO Basics
- Building SEO-Friendly Websites
- Site Architecture Guide
- Managing On-Going SEO Optimisation Projects
5. Affiliate Marketing
Affiliate marketing is a marketing channel that involves working with third parties on a pay-per-result basis. Here we will explore how it works, find out what’s involved and how to manage and scale campaigns successfully.
Topics covered include:
- Affiliate Marketing Basics
- Managing and Improving Affiliate Programmes
