Digital Marketing Course

Executive Diploma in Digital Marketing course

Professional Skills Certificate in Digital Marketing course

This is a digital marketing course offered by GSBE in partnership with FEDE education. Digital marketing refers to the advertising done through digital channels such as search engines, websites, social media, email, and mobile apps. Using these online media channels, digital marketing is the method by which companies endorse goods, services, and brands. Consumers heavily rely on digital means to research products. According to the Google marketing insights found that 48% of consumers start their inquiries on search engines, while 33% look to brand websites and 26% search within mobile applications. Therefore, it is important for corporation to engage themselves in to the digital marketing.

Digital Marketing Course
Digital Marketing Course

Objectives of the course

  • This course provides the skills and knowledge needed to design and implement a digital strategy to optimise a business’s marketing and increase its online visibility and impact.

  • The course provides learners with tools to measure and analyse performance indicators so as to adjust and improve the effectiveness of an organisation’s marketing activities.

  • It enables staff to adapt their business’s organisational model to digital technology and thereby to boost its performance and growth across different communications and distribution channels.

Benefits of the course

  • This qualification enables internal and external career growth, helping professionals expand their skills and access new job roles and responsibilities.

  • It will help businesses to digitalise their activities by ensuring the implementation of an effective digital marketing campaign as part of the business’s overall strategy.

  • Online marketing skills are of great value in the digital age and increase learners’ career prospects.

  • They are also of great benefit to businesses, allowing them to boost their online reputation and visibility and ultimately increase their sales.

Target Audience

  • Marketing Managers

  • Digital Marketing officers

  • Chief Data Officer

  • Data Analyst

  • Digital Marketing Director

  • Mobile Strategy Manager

  • Online and Digital Communications Manager

Mode of learning

  • Distance learning – Online (Through our learning management system)

  • On campus – Week days

  • Geneva summer campus

Duration

  • Online : 1 – 3 months

  • On campus : 2 days per week for 3 months

  • Geneva summer campus : 2 weeks (July/August)

Fee

  • Distance learning – CHF’ 750

  • On campus – CHF’1500

  • Geneva summer campus – CHF’ 2000

Fee can be paid in three instalments. Partial scholarships available for this course. Please contact admission department.

Award

Dual Award

All the successful candidates will receive the following awards subject to completing the course and fulfilling FEDE & GSBE requirements.

FEDE Award – The Professional Skills Certificate in Digital Marketing

The Professional Skills Certificate in Digital Marketing is awarded by the European Examinations Centre of the Federation for EDucation in Europe. It certifies that the holder has acquired the knowledge, abilities and skills described in the present course guidelines.

Official FEDE Professional Skills Certificate; registered in the Répertoire Spécifique des certifications et habilitations by official decree n° 3425 (26.03.2018) Qualification registered in the national list of courses eligible for the CPF (LNI). CPF Code: 235541.

GSBE Award – Executive Diploma in Digital Marketing

Course Structure

Module 1 Designing a High-Performance Digital Marketing Strategy

Module 2 Implementing a Digital Strategy

Module 3 Analysing the Performance of a Digital Strategy

Module 4 Developing and Optimising Online Presence

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Course details

MODULE 1 DESIGNING A HIGH-PERFORMANCE DIGITAL MARKETING STRATEGY (Digital Marketing Course)

Aims

This module teaches learners to design and implement a suitable and effective digital marketing strategy to match their business’s context and goals as well as their customers’ needs.

Learning outcomes

At the end of module students can :

  • keep abreast of new digital technology and digital trends and their possible consequences for a business;

  • use marketing tools to conduct market research in order to determine a business’s position on the market with regard to competitors and to identify opportunities;

  • analyse customer journeys by mapping purchasing journeys so as to assess the influence of digital media on decision making and adapt a business’s digital strategy accordingly;

  • fix SMART objectives based on a business’s strategic and operational goals so as to ensure marketing actions are consistent with the business’s overall policy and therefore more likely to be successful

  • design a multichannel digital marketing strategy, ensuring synergy between online and offline channels so as to ensure a smooth customer journey and better customer experience.

MODULE 2 IMPLEMENTING A DIGITAL STRATEGY (Digital Marketing Course)

Aims

This module teaches learners to go beyond an organisation’s marketing plan by designing and implementing a wide-ranging digital marketing strategy to boost overall business performance.

Learning outcomes

On completing the module student can :

  • design a digital marketing plan, allied with performance indicators for each of marketing action, so as to evaluate performance and optimise outcomes;

  • draw up a budget by assessing the financial, human and organisational requirements of a digital project;

  • choose and implement digital tools capable of transforming visitors into brand ambassadors; – choose social media appropriate to a given marketing strategy in order to manage brand image and promote a business’s products;

  • use the most effective digital methods to ensure measurable results in terms of operations and improved performance;

  • carry out operations to attract customers and increase their loyalty;

  • keep abreast of the latest digital marketing trends and developments so as to anticipate customer needs and adapt marketing actions to improve results;

  • implement the strategy in pilot mode, making adjustments where necessary, to ensure it is effective and ready to use.

MODULE 3 ANALYSING THE PERFORMANCE OF A DIGITAL STRATEGY (Digital Marketing Course)

Aims

This module teaches learners to measure and analyse the performance of a digital strategy by monitoring indicators and examining results.

Learning outcomes

On completing the module student can :

  • monitor the performance indicators in the digital marketing action plan in order to check for discrepancies between expected and actual results;

  • analyse the ROI of the actions carried out in order to assess their efficacy and improve performance;

  • using analytical tools, examine the results of digital marketing operations, monitor marketing activities and suggest improvements;

  • take into account the results of customer satisfaction surveys when piloting the digital strategy, thereby ensuring a business is attentive to customer experience;

  • repeatedly combine tests and measurements in order to help a business improve each of its digital marketing actions and progressively optimise its overall digital marketing strategy.

MODULE 4 DEVELOPING AND OPTIMISING ONLINE PRESENCE (Digital Marketing Course)

Aims

This module helps learners develop and optimise the online image of a brand, event or organisation.

Learning outcomes

On completing the module students can:

  • develop a user-friendly, high-performance and attractive website using the latest technology to facilitate navigation;

  • set up and optimise website indexing in search engines to increase the site’s visibility;

  • market a site’s content using appropriate key words and titles that match visitors’ needs and optimise search engine functioning;

  • identify helpful data and use it to analyse user behaviour so as to increase the efficacy and performance of a website;

  • as part of a continuous improvement process, update and energise a website using a content management tool to guarantee optimal performance;

  • develop an organisation’s presence on social media so as to increase its popularity and its influence on users.