DMI Certified Digital Marketing Strategy and Leadership Specialist

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. 

You will learn how to plan an effective strategy and marketing communications plan, implement and review strategy performance using budgeting, resourcing, and reporting systems. You will also gain the key skills and knowledge required to move into a management or leadership role in the digital marketing industry. There are 10 in-depth modules in this certification.

Module 1: Managing Marketing Activities

Explore the evolution of marketing and the role it plays in driving organisational strategy. Dive into the value of consumer behaviour research to make decisions like segmentation, targeting, positioning, and value proposition. Understand the foundations of a marketing program and product design, and decisions related to product, promotion, price, and place strategies. 

• Designing a Marketing Program

• Market Research & Consumer Behaviour

• Strategic Marketing

• Approaching Markets

Module 2: Communication Fundamentals

Explore the theoretical foundations of the communications process and evaluate the elements of the digital and traditional media mix. Look at the concepts of brand equity and architecture and see examples of how successful brands are built. Learn how to work with media stakeholders, identify the value of PR in marketing activities and learn how to manage in a crisis.

• Brand Communications

• Public Relations (PR)

• Crisis Management

• Brand Decisions

• Fundamentals of Digital Communications

• Marketing Communication Fundamentals

Module 3: Digital Marketing & Customer Experience

Understand the importance of audience research and segmentation to choose the best digital channels. Explore the principles of an omnichannel strategy and how to align channels with strategies. Identify the role of the customer journey and customer experience (CX) and how to use CX analysis and measurement. Learn how UX can drive higher ROI and explore the benefits of an agile mindset in the workplace.

• Digital Marketing Planning

• Using AI to Improve Customer Experience

• Omnichannel Marketing Strategy

• UX Strategy Principles

• Agile Thinking

• Customers Centricity & Customer Experience

Module 4: Digital Channels

This practical module gives an overview of channel planning and its challenges. Understand inbound and outbound strategies, cross-media planning, the digital channel mix, and mobile marketing and examine the key topics for each channel.

• AI-Driven Campaign Optimisation

• Streamlining Marketing Automation with AI

• AI in Content Marketing

• Demand Generation (Outbound)

• Social & Content (Inbound)

• Search Engine Marketing (Inbound)

• Email, Affiliate & Automation (Inbound)

Module 5: Analytics, Data & Ethics

Take a deep dive into data and analytics to understand different data types and best practices for data management. Explore the fundamentals of analytics and the best practices to gain crucial insights. Understand the benefits of using AI in digital marketing and drill into data visualisation and reporting, presentation skills, and data-driven decision-making. Explore privacy, ethics, data storage, and data protection.

• Google Analytics 4 (GA4) Fundamentals

• Analytics and Analysing Data

• Reporting on & Visualising Data

• Data & AI

• Predictive Analytics and Digital Marketing

• AI for Data-Driven Decision-Making for Marketing

• Understanding Data

• Improving your Presentation Skills

• Turning Data into Actions

• Privacy, Ethics & Data Protection

Module 6: Managing a Digital Team

Gain the skills required to become an effective manager and understand the daily challenges. Understand the role of a manager, evaluate techniques for managing a digital team and know how to develop people and talent. Examine examples of motivation and explore techniques used to build team culture in hybrid, remote, or co-located environments. 

• Understanding the Manager’s Role

• How to Delegate to Your Team

• Managing Hybrid & Remote Teams

• Providing Effective Feedback

• Motivating Your Team

• Successful Collaboration

• Managing Upwards

• Dealing with Setbacks

• Managing Your Time Effectively

Module 7: Budgeting & Building an Effective Digital Team

Determine a budget for a digital marketing campaign using tools to explore creative budgets, media budgets, and digital media pricing. Learn the key elements required to build an effective digital marketing team, assess the challenges faced and recommend tactics for recruiting, training, and onboarding personnel. Review techniques for coaching and mentoring team members and hone problem-solving skills.

• Planning a Digital Marketing Budget

• Applying a Digital Marketing Budget

• Managing Performance

• Coaching & Mentoring

• Enhancing Your Problem-Solving Skills

• Recruiting & Training Digital Marketing Personel

Module 8: Digital Leadership

Understand the competencies and behaviours required for successful digital leadership. Explore the difference between managing and leading going from a managerial to a leadership role including ‘big picture’ thinking. Examine key behaviours, attitudes, and techniques to become a more effective leader. 

• Becoming a Digital Leader

• Transitioning from a Managing to Leadership

• Building Effective Working Relationships

• Leading with Emotional Intelligence

• Adaptability in the Workplace

• Enhancing with Creativity

• Conflict Management

Module 9: Developing a Digital Strategy with Strategic Thinking

Identify tactics and techniques to develop a digital marketing strategy by exploring SWOT analysis and PESTEL. Know the frameworks to implement a digital strategy and how to develop, document, and plan a strategy using SMART objectives, metrics, KPIs, and analytics. Learn how to use a digital marketing action plan to develop, communicate, and track strategy implementation. 

• Situation & Audience Analysis

• Defining Your Target Audience

• Defining Strategic Objectives

• Selecting Digital Channels

• Metrics & Measuring Progress

• Essential Skill: Strategic Thinking

• Defining an Action Plan

Module 10: Driving Business Performance with Digital Marketing Strategy

Explore the concepts of digital transformation and the challenges facing effective strategy execution including complex customer journeys, marketing technology stack, and data privacy. Evaluate metrics that inform long-term strategic decisions and explore digital techniques and marketing tactics to drive growth.

• Managing Digital Marketing & Digital Transformation Projects

• Enabling & Executing Digital Marketing Strategy

• Driving Business Performance & Growth

Certified Digital Marketing Specialist - Digital Strategy & Leadership is assessed by one two hour exam.

Candidates need to achieve a minimum of 60% to pass the exam. Your examination fee is included in the course 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?

DMI's digital marketing certifications are recognised globally in over 135 countries. On completion of this course, you become a certified Digital Marketing Specialist. This allows you to take your Digital Marketing Institute qualification with you, no matter where your exciting career may take you.

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