Digital Marketing: Harnessing its Power for Business Growth
Over 6 weeks create a digital marketing strategy focused on business growth.
Course overview
This online short course in digital marketing has been designed specifically for people looking to leverage the power of digital marketing for business growth.
Whether you are currently working in sales, marketing, product development or other consumer objective related activities – either in your company or building your own brand - this course will give you the confidence to create compelling digital marketing strategies and campaigns, reaching and engaging with audiences.
Co-developed with experienced subject specialists from Falmouth University’s renowned creative and industry-focused environment, you will gain the contemporary knowledge and skills required to excel in the world of digital marketing.
You will:
- Develop a digital marketing strategy tailored to your own context
- Understand how to carry out effective situational analysis, including competitor reviews
- Explore a range of earned, owned and paid media, and learn how to create an effective digital marketing mix
- Build confidence in running multi-channel marketing campaigns
- Analyse and evaluate digital marketing campaigns, drawings insights and learnings for the future
- Establish a set of SMART digital marketing objectives informed by thorough market-based research
Course details
This six-week short course will improve your digital marketing knowledge and skillset, equipping you to lead on or contribute to the digital marketing strategy in your chosen context.
In the first session, you will get a thorough introduction to digital marketing, and specifically the RACE framework. You will then explore a different area of digital marketing activity each week, culminating in a review of the key performance indicators, analytics and evaluation tools needed to draw meaningful insights from campaigns, and to make impactful changes to your own digital marketing strategy.
You will finish the course with a greater confidence in your theoretical knowledge and practical digital marketing skills, helping you feel empowered to run campaigns and lead on digital marketing activities.
Weekly topics
You will learn how a digital marketing strategy is built, using the RACE framework of “Reach, Act, Convert and Engage”.
You will get to grips with paid digital marketing advertising, exploring channels such as Google Ads, YouTube Ads, social media ads, online display ads and online PR, and how to build an effective digital marketing mix that is appropriate for your business.
You will explore a variety of owned media, such as websites and blogs, and will learn how to maximise the performance of these owned assets.
You will explore a variety of earned media, such as your company’s social media, online reviews and online PR, and will learn how to leverage these channels for business growth.
You will learn the practical steps needed to run digital marketing campaigns, from managing budgets and launching campaigns, to channel optimisation and maximising return on investment.
In the final week you will discover the value of key performance indicators (KPIs) and how to use them to measure insights and learnings, using them to make impactful changes to your digital marketing strategy.
Course structures and specific weekly sessions can change as part of our course enhancement and review processes. If a certain session is important to you, please discuss it with our team: shortcourses@falmouth.ac.uk.
How you'll learn
Studying online is the ideal option for those looking for flexibility while elevating their career prospects. Our online short courses have been designed from the outset to be delivered online, meaning they're crafted specifically for you to study remotely.
You'll spend approximately four hours a week completing your studies. This may include:
- Reviewing all core lecture content and sharing your reflections on the topics discussed
- Reading and responding to discussions and challenge activities
- Completing required reading
- Attending weekly webinars with your tutor and peers (or watching the recording if you can't attend)
- Asking questions and sharing your thoughts with your tutors and peers
- Completing quizzes to test your knowledge
Through a combination of these teaching methods, you will be encouraged to push yourself, explore professional skills and develop expertise to take back into industry.
You will access all materials via our dedicated virtual learning environment – known as Learn. This is also where you will find all key documentation and any course announcements.
You'll be supported by your tutor, who will deliver weekly webinars and facilitate the online forums.
How you'll be assessed
This course will culminate in a multiple-choice quiz to test your learning and understanding. The quiz is taken and submitted online at the end of the course and certification will be presented upon successful completion of the quiz (70% pass mark).
The quiz can be attempted as many times as required within a 30-day access period following completion of week 6 of the course. You will still be able to access your learning materials during this time to support completion of the quiz.
Please note, this course does not offer university credits but successful participants will be awarded a certificate of completion alongside building key skills for the workplace.
Staff
Our subject matter experts, who have developed and will deliver the course, have real-life experience of working within industry as well as experience of teaching. They are supportive and committed to helping you to develop digital competencies, and bring understanding of a range of modes of practice that specifically relate to SMEs.
Jon Paget
Lecturer
Jon's love of marketing started when he met an eccentric and brilliant lecturer whilst studying for ...
Resources and support
The following resources are available to participants enrolled on our online short courses:
- Dedicated easy-to-use virtual learning environment (VLE) – known as Learn
- 24/7 support available through the VLE
- An online learning community
- Accessible online audio/visual content
- Optional weekly webinars
- Support via your online tutor for all course-related and academic queries.
You can also contact our shortcourses@falmouth.ac.uk email if you require any support with any other aspects of your studies.
Our collaborative partnership
This project is part-funded by the UK Government through the UK Shared Prosperity Fund. Cornwall Council has been chosen by the UK Government as a Lead Authority for the fund and is responsible for monitoring the progress of projects funded through the UK Shared Prosperity Fund in Cornwall and the Isles of Scilly.
The UK Shared Prosperity Fund is a central pillar of the UK Government’s Levelling Up agenda and provides funding for local investment. The Fund aims to improve pride in place and increase life chances across the UK by investing in communities and place, supporting local business, and people and skills. For more information, visit the website.
