Course Overview.
Location
York St John University Online Campus
Fees
Free for all learners
Duration
10 hours online study across 3 weeks
Start date
August 2021
School
York Business School
Students are expected to commit approximately 10 hours of learning to the course over a 3 week period. The course is studied wholly online and has been designed with busy full time workers and students in mind. The course will support you in developing digital marketing strategy and give you experience of the tools and tactics that can be used to communicate effectively with your audiences and customers online. Develop your skill-set, get ahead of the competition and up-skill in areas including Search Engine Optimisation (SEO), Paid Search Marketing , Web Analytics and Online Reputation Management (ORM).
What you will study.
This short course aims to provide learners with an insight into how digital marketing methods and tools can be used to enhance marketing and wider business performance. The course will challenge participants to consider how to structure digital marketing activity and will provide insight into a range of the more common digital marketing tactics and techniques. Particular attention is given to Search Engine Optimisation (SEO), Paid Search Marketing , Web Analytics and Online Reputation Management (ORM). You will learn how to evaluate and measure digital success, developing an understanding of the KPIs and metrics that are important to your campaigns. Practical digital tools and tactics will be explored, focusing on how they align and contribute to the overall business strategy.
The following schedule of learning represents the topics that will be covered each week:
Week 1: What is strategy, Digital Insights (Google Analytics), Objective Setting
Week 2: Tactical Implementation, Paid Search Marketing (including PPC), Search Engine Optimisation (SEO)
Week 3: Online Reputation Management (ORM), Measuring Digital Success, Future Proofing your Digital Marketing activity
How you will study.
This course is completed through a mixture of online pre-recorded lectures, live weekly webinars and other self-study reading and activities. Student will undertake a brief induction in their first session that will outline the learning methods that are used on the course and how to access the various learning resources. Students will typically then study 1-2 hours each week independently through York St John’s Virtual Learning platform and will also study 1-2 hours each work through online webinar activity that will be led by senior marketing professionals from Mediaworks. While studying online participants will have regular access to a tutor who will be able to answer any questions that arise.
Participants will be issued with an online workbook which they will complete, and make notes on, as they progress through the course. Students are not assessed as part of this course, but to receive the University Certificate participants will be expected to submit their workbook as proof of completion.
MARKETING, INTERNATIONAL BUSINESS AND TOURISM 