Digital Essentials

Digital Essentials

Digital Essentials

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Course:Digital Essentials

Level: Entry/ mid

Relevant Role:  Brand / Marketing and Entry level Digital

Marketing Practitioner

This course target brand and marketing practitioners who need a working understanding of Digital Marketing either because they will work closely with Digital Marketers or because they are required to have a basic understanding of the role. It also targets entry level Digital Marketing practitioners who want to develop a profession in this field.

Role in Summary

The Digital Marketing Practitioner develops digital marketing plans, designs campaigns, identifies digital tools to be used for specific digital marketing campaigns and monitors progress of such digital campaigns.
By gaining insight into the behaviour of online consumers, one is able to advise marketing/ brand practitioners, how to appeal to the online community for the purpose of building brands and businesses online. They will also be participating proactively in promoting the profile and reputation of their clients or businesses.


The work of a digital marketing practitioner (DMP) is likely to vary company to company depending on the sector or industry he/she is working in.
Digital agencies often analyse, design, execute and monitor digital marketing campaigns on behalf of their clients in various industry sectors, such as consumer, business-to-business (B2B), financial or healthcare, etc.

Tasks typically involve:

  • Identifying the requirements for building a brand and/or business using digital marketing
  • Monitoring digital marketing activities as they affect brands or businesses.
  • Analysing digital marketing activities
  • Recommending digital marketing solutions for continuous improvements in the execution of digital marketing campaigns
  • Developing digital marketing processes for organisations
  • Developing a comprehensive digital marketing brief
  • Recruiting teams to develop and execute a global digital marketing plan
  • Identifying the tools to execute digital marketing campaigns.
  • Developing tools for testing brand campaign concepts before, during and after implementation.
  • Identifying the appropriate technologies within the complex ecosystem of online advertising that can be used by companies to run digital marketing campaigns
  • Advising colleagues and clients on marketing automation landscape, software platforms and technologies that can be used by marketing departments and organizations to more effectively market on multiple channels online and for automating repetitive tasks.


A digital practitioner will need to show evidence of the following:

  • interpersonal skills, good presentation skills and confidence excellent written communication skills
  • flexibility, determination, enthusiasm and the ability to cope well under pressure
  • good teamwork and negotiation skills
  • the ability to think strategically and good analytical skills
  • business awareness and a good knowledge of current affairs
  • excellent organisational skills, with the ability to work on more than one project at a time
  • technical skills such as JavaScript, HTML and CSS just to make a few
  • creative talent and imagination to design user experience
  • Marketing skills for strategy design and execution in specialist areas such as content development, email marketing, social media marketing, etc.

Digital marketing skills needed for success

Professional Development

Most new graduates in digital marketing begin their career digital executives or assistants. Depending on the client or size of the agency, digital assistants may play a key role in supporting the execution of digital campaigns through the use of digital tools.

A digital assistant may progress to the position of digital strategist in two to three years upon gaining experience or attaining further training in digital strategy development. As s digital strategist with experience more responsibility sets in and they may be asked to take part in new business pitches or being a key contact for clients for digital marketing campaigns.

Learning Outcomes

On completion, the student will:

  1. Understand what is meant by digital marketing
  2. Understand the key factors that influence the digital consumer
  3. Understand the key digital marketing communications tools
  4. Understand how to develop digital marketing content
  5. Develop digital marketing campaigns


  • Understanding Digital Marketing vis a vis traditional marketing
  • The digital crowd and the Internet
  • Digital Consumer behaviour
  • Online buying vis a vis offline buying
  • Research for online consumers
  • Content based Digital Marketing
  • Social Networks. Best practise
  • Search based digital Marketing
  • Mobile Digital Communication
  • The Digital Marketing Mix and Campaign development
  • Metrics in Digital Marketing Campaigns
  • Collecting and using data

Course Prerequisites

Under graduate degree and / or experience in marketing or brand communications for at least one year


Participants will be assessed through a combined individual and group presentation, based on a brand of choice.
Refer to evaluation score sheet for marking criteria.

Added Value

Participants taking this as a short course will also have the option of attending Account Management and Life Skills classes at a discounted additional fee. The topics include;

  • Keys to a successful career/ Emotional Intelligence
  • Principles of Account Handling
  • Presentation skills
  • Team Dynamics and Handling Conflict
  • Decision Making & Stress Management
  • Selling Techniques
  • Negotiation skills
  • Self-regulation and Time management
  • Managing projects
  • Personal Branding and CV writing

Contact hours : 24 hours

Group Work : 10 hours

Assignment :3 hours (Presentation)

Study hours : 30 hours

Teaching Pattern : Lectures + videos + case studies + group work presentation

Request for more information


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