Advanced Diploma of Digital Marketing

Use web analytics tools to gather data on marketing performance.

This unit describes the performance outcomes, skills and knowledge required to use analytics tools as part of complex, long-term digital marketing strategies to support measurement from initial set-up to reporting.

It requires the ability to use digital marketing analytics technology and software to capture data on online marketing performance, analyse data, interpret data, and produce reports.

The unit applies to all industry sectors and is relevant to marketing executives, senior marketing managers, business owners and those wishing to pursue a career in digital marketing.

No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.

Develop a digital marketing plan.

This unit describes the performance outcomes, skills and knowledge required to research, plan, implement and evaluate digital marketing activities.

This unit applies to individuals working in a diverse range of sectors and business contexts. They operate independently, under limited supervision from others, and are responsible for making a range of operational decisions.

Develop and manage a budget.

This unit describes the skills and knowledge required to collect and analyse information and apply sound accounting principles to the development and ongoing management of a budget for a small organisation or section of a large organisation.

It applies to individuals who use a range of specialist and managerial techniques to plan, monitor and control budgetary work.

Optimise a website within a digital marketing strategy.

This unit describes the performance outcomes, skills and knowledge required to optimise a website to improve business and marketing outcomes as part of a digital marketing plan.

It requires the ability to review and re-design a website to ensure it is aligned to an overall digital marketing plan, business objectives and consumer buying behaviour.

It includes knowledge of A/B testing, responsive design, and UX (user experience) and UI (user interface) optimisation to improve user experience, and use of the website for insights, tracking, measurement and data capture using metrics and tools.
The unit applies to all industry sectors and is relevant to marketing executives, senior marketing managers, business owners and those wishing to pursue a career in digital marketing.

No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.

Develop and implement a content strategy for digital publication.

This unit describes the performance outcomes, skills and knowledge required to plan and execute a content strategy for digital publications aligned to business objectives, consumer buying behaviour and overall marketing strategy.

It requires the ability to develop a strategy for content that is consistent with the organisation’s marketing objectives and brand identity. It requires a high level of digital marketing skills in environments demanding initiative, creativity and consistency.

The unit applies to all industry sectors and is relevant to marketing executives, senior marketing managers, business owners and those wishing to pursue a career in digital marketing.

No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.

Build and implement a search engine optimisation strategy.

This unit describes the performance outcomes, skills and knowledge required to plan and execute a Search Engine Optimisation (SEO) strategy aligned to the business objectives, buyer journey, and overall marketing strategy.

It requires the ability to use SEO technology and SEO optimisation techniques to improve rankings, drive online traffic and increase awareness in search engines. It includes evaluating performance outcomes and reviewing the strategy accordingly.

The unit applies to all industry sectors and is relevant to marketing executives, senior marketing managers, business owners and those wishing to pursue a career in digital marketing.

No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.

Create and manage paid search campaigns.

This unit describes the performance outcomes, skills and knowledge required to set up, execute, optimise, and report on paid search advertisement campaigns.

It requires the ability to define goals, select keywords, create advertisements and set bid adjustments for diverse audiences, locations and devices.

The unit applies to all industry sectors and is relevant to marketing executives, senior marketing managers, business owners and those wishing to pursue a career in digital marketing.

No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.

Plan and conduct email marketing.

This unit describes the performance outcomes, skills and knowledge required to conduct email marketing through design of emails that create brand awareness, consideration, generate leads, and retain customers.

It requires the ability to apply the core principles, techniques and actions for developing a high performing email marketing strategy.

The unit applies to all industry sectors and is relevant to marketing executives, senior marketing managers, business owners and those wishing to pursue a career in digital marketing.

No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.

Plan and conduct marketing through social media.

This unit describes the performance outcomes, skills and knowledge required to apply social media concepts and best practice to social marketing activities.

It requires the ability to research and identify core features, tools and guidelines for setting up, posting, and optimising social media initiatives. It also requires skills to build, manage and sustain an active community on social media networks.

The unit applies to all industry sectors and is relevant to marketing executives, senior marketing managers, business owners and those wishing to pursue a career in digital marketing.

No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.