Postgraduate Certificate in Digital Marketing

Description
This course offers an advanced examination of marketing practices on the Internet. It draws specific attention to the role of online, mobile, and social media marketing techniques on contemporary business practices. The course prepares learners for using digital marketing platforms and decision making in the modern workplace. You'll learn through a combination of theoretical study and hands on experience with online tools, such as Google Analytics. Concepts will be drawn from a variety of sources to help understand how the Internet can be used as not only a communication tool, but also a medium of exchange and engagement. Theories and concepts will be drawn from a variety of sources to aid in your understanding of the role the Internet plays in organisations' marketing endeavours. The course extends the existing marketing offerings by going into far greater depth with online and digital media.

Learning Outcomes
On completion of the course, it is expected that learners will be able to: 

1. Understand, describe and apply the core concepts associated with digital marketing.
2. Demonstrate how to utilise online marketing platforms, such as Google Ads and Google Analytics, to make business decisions.
3. Critique the impact of digital marketing on business decision making and on business outcomes.
4. Explain the differences between the different digital marketing tools and assess their appropriateness for use in a particular business situation.
5. Explain how digital marketing can play a role in the future of business practice to reach and engage with a diverse population base.

Description
This course enables learners to delve into the core principles and practices of developing effective digital marketing strategies. A focus on strategy development and enabling strategy implementation, this course equips participants with the essential skills to navigate the dynamic landscape of digital marketing successfully. Throughout the course, learners will understand the importance of strategy as a foundation for the other courses in the program in order to develop a strategic framework for digital marketing that encompasses market analysis, audience segmentation, competitive positioning, and goal setting. You will gain insights into leveraging various digital channels, including social media, search engine optimisation (SEO), content marketing, email marketing, and paid advertising, to achieve set strategic objectives. 

Learning Outcomes
On completion of the course, it is expected that learners will be able to: 

1. Understand the importance of strategy development in digital marketing.
2. Create a digital marketing strategy that aligns with wider organisational strategies.
3. Develop key goals for the strategy and understand how best to achieve these goals and measure success
4. Describe and evaluate the key elements needed to effectively implement a digital marketing strategy and monitor the various elements within it
5. Draw on relevant literature, case material and real-world examples, including kaupapa Māori work, work that speaks to Pacific Initiatives, or other culturally relevant cases to build a deeper understanding of the importance of digital marketing strategies.
6. Effectively manage different digital marketing elements to align with the strategic vision and adapt the strategy, as needed.

Description
This course aims to increase learners’ expertise in social media marketing and content creation. It focuses on key areas such as developing effective social media strategies, creating engaging content, and leveraging social media analytics for business success. The goal is to provide learners with techniques to build communities and drive engagement whilst effectively measuring the success of both paid and organic campaigns. By covering these key topics, the course seeks to enable learners to develop and execute effective social media and content creation strategies in today's dynamic and competitive digital landscape.

Learning Outcomes
On completion of the course, it is expected that learners will be able to: 

1. Understand the role of social media in modern marketing (Including ethical and legal considerations in the age of AI) and the significance this can play for brands in all parts of their lifecycle.
2. Create and curate engaging content for social media platforms, along with exploring the technologies available for content creation.
3. Explore and critically analyse best practices for building and managing social media communities, along with the importance this plays in a wider brand communications strategy.
4. Learn how to measure and analyse the effectiveness of social media marketing efforts, from both a paid and organic perspective by understanding key metrics and how these can be optimised to drive success.
5. Draw on relevant literature, case material and real-world examples, including kaupapa Māori work, work that speaks to Pacific Initiatives, or other culturally relevant cases to create culturally responsive social media content.
6. Develop strategic social media marketing plans tailored to specific business objectives whilst optimising effectiveness.

Description
This course equips learners with strategies and techniques for navigating the role that search engines play in the dynamic landscape of digital marketing in contemporary organisations today. This is achieved through initially exploring the importance of creating an appropriate balance between Search Engine Optimisation (SEO), which is organic traffic, and Search Engine Marketing (SEM), which includes paid generated traffic. The goal of the course is to consider the best practice and methodologies for managing the search engine algorithms whilst establishing effective keyword research. You'll gain insights into how to enhance online visibility and drive targeted traffic to websites. The course also encompasses key aspects of search engine marketing (SEM), including paid advertising, ad copywriting, and campaign optimisation strategies. Learners will gain insights into the intricacies of content optimisation, link building, PPC (Pay-Per-Click) advertising, and analytics interpretation. You'll also develop a holistic understanding of both SEO as organically generated traffic versus SEM as paid traffic. This comprehensive approach empowers learners to craft robust digital marketing strategies that leverage organic search and paid advertising channels, fostering customer engagement and achieving sustainable business growth in the digital era for advertisers and businesses of any size.

Learning outcomes
On completion of the course, it is expected that learners will be able to: 

1. Understand the fundamental roles of SEO and SEM in digital marketing, including their respective impacts on online visibility, website traffic, and customer engagement.
2. Explore advanced techniques for conducting effective keyword research, employing SEO best practices, and implementing PPC advertising campaigns to enhance website rankings and attract targeted audiences.
3. Research and develop proficiency in content optimisation strategies, link building techniques, and ad copywriting skills, enabling students to create compelling digital assets that resonate with both search engine algorithms and human audiences.
4. Critically analyse and interpret key performance indicators (KPIs) and analytics data to measure the effectiveness of SEO and SEM efforts, identify areas for improvement, and optimise marketing campaigns for maximum ROI.
5. Draw on relevant literature, case material and real-world examples, including kaupapa Māori work, work that speaks to Pacific Initiatives, or other culturally relevant cases to effectively develop search engine success strategies.