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.  

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. 

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. 

This postgraduate online digital marketing certificate will give you the skills you need to take your career to the next level and take on roles such as Marketing Manager, Analyst, Strategist, Media Manager, Brand Manager, Digital Marketing Manager, Content Creator, Platform Specialist, Social Media Manager, Copywriter and more. 

Tuition fees will be confirmed soon - sign up to stay updated. 

The Postgraduate Certificate in Digital Marketing is a standalone professionally relevant qualification but is also a good pathway into further postgraduate study, including UC's on-campus Master of Marketing (coming soon!). 

Options include our on-campus master's degrees in business or commerce majoring in marketing, which you can apply to credit 60 points towards at the discretion of the relevant University of Canterbury faculty Dean. Read the full requirements in the UC general conditions for credit regulations.

We are also developing our online offerings - if you'd like to hear about our latest news and offers, join our mailing list. 

Yes, our online PGCertDigiMktg is a real university qualification.

Successful learners will graduate with a Postgraduate Certificate in Digital Marketing from Te Whare Wānanga o Waitaha | University of Canterbury, and be eligible to attend graduation! You can either receive your testamur (qualification certificate) on-stage, or elect to receive your certificate in the mail.