DMI Certified Digital Marketing Professional

DMI courses are self-directed and delivered online via a cutting edge platform 'MyDMI'. Each course also comes with interactive content via live webinars, community forums, tutor support and more. 

The World's Most Recognised Marketing Course. Learn key digital marketing disciplines, from PPC to SEO, Content to Video, Social and Analytics. Gain in-depth knowledge, practical skills, and industry insights. Perfect for career switchers, business owners, and all marketing professionals seeking to boost their skills and stay ahead in the ever-evolving digital landscape

Module 1:Digital Marketing in the Era of AI

Unleash the power of digital marketing in the era of Artificial Intelligence (AI). You’ll dive into key concepts, explore digital channels, and discover how to use AI tools to gain industry insights and develop clear marketing objectives. You will also gain a 360-view of your customers and learn how to connect more effectively throughout the buyer journey.

• What is Digital Marketing?

• Inbound and Outbound Marketing

• Digital Marketing Channels

• What is AI in Digital Marketing?

• Staying Relevant in Digital Marketing

• Audience Listening Tools

• Competitive Research

• The Traditional Funnel and the Buyer’s Journey

• The Evolution of the Buyer’s Journey

• Integrating Offline and Digital Marketing

Module 2: Content Marketing

Master the art of content marketing using a persona-focused and data-driven approach. From content creation to curation, you will learn how to amplify your impact, extend value, and measure the successes of your content marketing using AI-powered insights.

• What is Content Marketing?

• Topical and Evergreen Content

• Content Intent

• Buyer Personas

• Getting Ideas for Content Topics

• Metrics and Performance

• Creative Brief

• Content Creation and Content Curation

• Getting Started with ChatGPT

• Content Scheduling

• Analysing Content Performance

Module 3: Social Media Marketing

Find the right social platforms for your business and learn tactics to grow and engage your target audience. Know how to create powerful paid social campaigns and extract data from analytics to elevate your social commerce strategy to drive sales.

• Influencing the Consumer Journey Using Social

• How Do Social Media Algorithms Work?

• Key Social Media Platforms: Facebook, WhatsApp, and Instagram

• Key Social Media Platforms: Twitter (X) and LinkedIn

• Key Social Video Platforms: YouTube and TikTok

• Setting Up a Social Media Experience for a Business

• Sustaining a Social Community

• Engaging an Audience Using Social Media

• Five Key Steps for Creating a Social Campaign

• Social Commerce Channels

Module 4: Search Engine Optimisation (SEO)

Search Engine Marketing is about getting on that first Google page or SERP and staying there!. Learn how to be strategic in your SEO from keyword research to technical, on-page, and off-page optimisation. Measure SEO success using key metrics (keyword rankings, organic traffic and website conversions) and understand how AI is transforming search engine marketing.

• How Do Search Engines Rank Pages?

• Search Engine Results Page (SERP)

• How to Conduct SEO Keyword Research

• Technical Optimisation

• Page Experience Ranking Signal

• Google Search Console

• On-Page and Off-Page Optimisation

• Free SEO Tools

• AI Tools for SEO

• ChatGPT for SEO

Module 5: Paid Search (PPC) and Display Advertising

Use PPC advertising to capture high-intent consumers searching for products or services like yours. Master the art of budgeting, strategic bidding, and compelling ad creation and tap into the potential of YouTube and display ads with new AI features and campaign types.

• PPC Keyword Research

• Budgets and Bidding in Google Ads

• Creating a PPC Campaign

• Display and Video Advertising

• GDN, AI, and Performance Max

• Display and Video Ad Formats

• Targeting for Demand Generation

• Remarketing for Display and Video Campaigns

• Paid Search Metrics and Reports

• Search, Display, and Video Campaign Optimisation

Module 6: Email Marketing

Your email list is one of your most powerful assets. Explore key tools and techniques enabling you to unlock the power of automation to streamline your email campaigns. Learn how to optimise your campaigns, from subject lines to layout and know how to overcome delivery challenges.

• Email and Omnichannel Marketing

• Email Marketing Legislation and Regulations

• CRMs

• Marketing Automation

• Email Marketing Workflows and Benefits

• Email Subject Lines and Copy

• Email Design and Images

• Email Campaign Delivery Challenges

• A/B Testing for Email Optimisation

• Optimising Email Campaign Performance

Module 7: Professional Skills for Digital Marketers

Successful marketers know that professional skills are just as important as technical skills. In this module, you will learn project management techniques, apply agile thinking, enhance creativity, and sharpen your strategic thinking along with practical skills such as problem-solving and time management.

• Seven-Step Framework for Managing Projects

• Using the “Test and Learn” Approach

• Applying the Agile Concept of the “MVP”

• Generating New Ideas

• Removing Barriers to Creativity

• Skills for Effective Problem Solving

• Benefits of Strategic Thinking

• Saving and Creating Time

• Strategies for Effective Communication

• Persuading an Audience

Module 8: Website Optimisation and eCommerce

What makes a winning website and builds brand visibility? Understand the critical role the buyer's journey and user experience (UX) play in shaping effective websites. Build seamless customer interactions and drive e-commerce success with an effective customer service solution. Use the right metrics to track, and measure activity and optimise website performance.

• Build Your Online Presence

• How to Design a Website

• Website Optimisation and the Buyer’s Journey

• User-Centered Design and Website Optimisation

• Main Pages of a Website

• Design Principles

• UX and UI

• eCommerce Solutions

• eCommerce Marketplaces

• Website Metrics

• A/B Testing for Website Optimisation

Module 9: Analytics with Google Analytics 4 (GA4)

Use GA4 to maximise the insights from your marketing data while understanding best practices for data collection, consent, and privacy. Learn to set up and configure GA4, using AI-enhanced features to analyse performance and customer conversion journeys, and effectively monitor digital campaigns.

• Google Analytics 4 (GA4) Fundamentals

• Analytics, Data Privacy, and Protection

• GA4 Account Set-Up

• Linking GA4 to Other Tools

• Types of GA4 Events

• Advanced Custom Events in GA4

• Key GA4 Reports

• UTM Tracking with URL Builder

• Real-Time Data in GA4

• Audiences in GA4

Module 10: Digital Marketing Strategy

Learn how to plan and execute a winning digital marketing strategy. Conduct research to guide channel choice, messaging, and personas, set objectives and KPIs, devise a budget and devise a creative strategy that engages your audience.

• Marketing Today

• Strategy and Return on Investment (ROI)

• Thinking Critically About Research

• Digital Audit

• Strategy and Forecasting

• Developing a Marketing Brief

• Creative Brief

• Working with an Agency

• Using a Media Plan

• Delivering a Campaign Action Plan

Candidates will write one two hour exam of 120 questions.

The exam is split into 3 sections: Candidates need to achieve a minimum of 60% to pass the exam.

Your exam fee is included in the price but subsequent re-sits due to failed attempts will incur a fee of approximately €75 or local currency equivalent.

Where is my qualification recognised?

This DMI Digital Marketing Professional qualification is recognised globally and highly sought after by employers around the world. The Digital Marketing Institute is the global certification body for digital marketing. The DMI Digital Marketing Professional qualification has been credit rated by the Scottish Qualifications Authority.

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