Diploma of Digital Marketing

Conduct omnichannel marketing.

This unit describes the performance outcomes, skills and knowledge required to use digital marketing channels in order to drive business results.

It includes using a wide variety of options for digital marketing, such as websites, Search Engine Optimisation (SEO), Search Engine Marketing (SEM), email marketing, and social media, and using these different channels together to create a positive customer experience. It involves knowledge of basic marketing principles and techniques and types of online and offline marketing channels.

This unit applies to marketing specialists and others involved in digital marketing who wish to maximize the impact of their online marketing.

Plan and conduct performance marketing.

This unit describes the performance outcomes, skills and knowledge required to plan and conduct performance marketing as part of an online digital advertising strategy.

It involves the ability to develop marketing through performance marketing channels such as paid search, social media advertising and display.

This unit applies to marketing specialists and others involved in digital marketing who wish to maximize the impact of their online marketing.

Facilitate organic and earned marketing.

This unit describes the performance outcomes, skills and knowledge required to manage and maximise owned and earned channels.

It involves leveraging digital platforms that brands can own, such as their website, as well as channels where marketers can “earn” engagement and amplify their communications. It involves knowledge and skills across diverse marketing channels.

This unit applies to marketing specialists and others involved in digital marketing who wish to maximize the impact of their online marketing.

Apply marketing automation.

This unit describes the performance outcomes, skills and knowledge required to use intelligent automation in order to optimise marketing performance.

It involves the knowledge and understanding of how automation works, and ways automation can be implemented, such as through chat bots, email automation and dynamic websites. It also includes the ability to map customer journeys.

This unit applies to marketing specialists and others involved in digital marketing who wish to maximize the impact of their online marketing.

Test to optimise performance.

This unit describes the performance outcomes, skills and knowledge required to test marketing campaigns and concepts in order to develop actionable insights from data.

It involves collecting data and running effective testing strategies in order to optimise digital marketing results. It also involves the ability to understand key components of data analytics and Conversion Rate Optimisation.

This unit applies to marketing specialists and others involved in digital marketing who wish to maximize the impact of their online marketing.

Write persuasive copy.

This unit describes the skills and knowledge required to interpret a creative brief and evaluate a range of innovative options to write persuasive copy.

The unit applies to individuals who use well-developed advertising skills and a broad knowledge base to communicate messages in a wide range of contexts. In this role, individuals may develop copy individually or may work in a supervisory, management or freelancing capacity coordinating a team of writers.

Develop social media engagement plans.

This unit describes the skills and knowledge required to effectively develop social media engagement plans with a preferred target audience.

The unit applies to individuals working in a variety of marketing and communications occupational roles who have responsibility for developing social media plans and facilitating social engagement on behalf of a business or organisation.

Develop strategies to monetise digital engagement.

This unit describes the skills and knowledge required to monetise digital engagement through a focus on customer engagement, content relevance and real-time digital payment systems.

The unit applies to individuals working in a variety of marketing and communications occupational roles who have responsibility for working with clients (both internal and external) on improving income streams from their digital strategies.