1. REACH
YOUR
PEAK
Green Traffic
Diploma in Digital Marketing

2. Contents
1. The course
2. Who are we?
3. Who is the course for?
4. Career opportunities
5. Demand
6. Introduction to digital marketing
7. Search Engine Optimisation (SEO)
8. Paid Search
9. Email Marketing
10. Content Marketing
11. Digital Display Advertising
12. Mobile Marketing
13. Analytics
14. Social Media Marketing
15. Planning a Digital Marketing Campaign
16. Learning outcomes
17. Getting job ready
18. Accreditation
19. Who we work with

3. The Diploma in Digital Marketing is a practical course that will help
students improve their internet marketing activities.
Whether you are a business owner who wants to improve your online
engagement, gain competitive advantage or a complete beginner
looking to start a career in digital marketing, could be the ideal
solution.
The course is accredited by the Continuing Professional Development
Standards and is globally recognised.
Students will be learning theory, practical, working in groups as well as
individually to complete set tasks and pass modules with a multiple
choice test.
The course

4. Who are we?
At Green Traffic we are not just trainers; we are analysts, consultants
and most importantly, digital marketing experts that have worked with
global clients.
This means the training and knowledge students will receive on our
training courses will be completely up to date, relevant and the best
industry practices.
Who is the course for?
The Professional Diploma in Digital Marketing is ideal for anyone
involved in the planning, implementation or measurement of digital
strategies – or anyone who would like to pursue a career in digital
marketing. The programme is suitable for professionals of all levels
and disciplines, and will prepare you to take up a more specialist
role within digital marketing.
Our students include professionals who would like to further
understand digital marketing or get more out of their digital
channels. This includes marketers who want to fast­track their
career or improve their position in the marketplace, business
owners who would like to maximise online channels for growing
their business through to students who want to up skill in digital
marketing.

5. Career opportunities
Students would be able to apply for a vast array of roles in the
following areas including:
SEO
Social Media
Email Campaigns
Search Marketing Coordinator
Display Marketing
Digital Strategist
Paid Search
E­Commerce
Mobile Marketing
Content Manager
Video Marketing Production
Digital Marketing
Freelancer
Start your own business
Demand
Digital Marketing instructs participants in the fundamental concepts
of digital and enables them to build a career in the industry.
The course is sought­after for the following reasons:
150,000 Jobs are predicted by 2020
In March 2016, there were 26,000 digital marketing job vacancies
in the UK on Indeed.co.uk
Digital marketing enables businesses to reach global audiences
71% of businesses planning to increase their investment in digital
marketing
The demand for specialist digital marketers with strong content
creation, social media, SEM and online community management
expertise has significantly increased.

6. Introduction to Digital Marketing
The Introduction to Digital Marketing (also known as online marketing,
internet marketing or web marketing) module enables you to harness
the power of digital marketing as a core driver of the marketing
strategy for your organisation. You will understand the foundation
principles of digital marketing and be able to distinguish how it differs
from traditional marketing.
Digital marketing channels include:
This opening module on our professional diploma programme
explains and demonstrates the power of the internet and how to
harness these changes as the relationship between organisations
and customers define the way we live. We will be showing how you
can apply digital concepts across the marketing function in any
business.
Search Engine Optimisation
Web Analytics
Paid Search Marketing
Email Marketing
Social Media Marketing
Affiliate Marketing
Digital Display Advertising
Mobile Marketing
Online Video Marketing
Online PR

7. Search Engine Optimisation (SEO)
The Search Engine Optimisation (SEO) module examines the various
tactics for enhancing the position of your website and improving the
ranking with search engines.
The module covers the key concepts and terminology used within the
field of SEO and equips marketing professionals with the technical
know­how, understanding and insight to build and maintain an
effective SEO strategy. Students will learn about the range of
specialist tools that are available to help common search engines find,
view and rate websites. As well as learn about on­page optimisation
techniques and understand the process of effective keyword research
and selection.
Learning outcomes include understanding the importance of content
updates and applying appropriate meta tags to drive site optimisation.
Students will understand the concept of ranking and be able to
perform a range of off­page optimisation activities to improve your site
ranking and positioning, such as link building.
At the end of this module, you will be able to monitor and manage
your SEO activity by setting a baseline and regularly measuring
activity against expectation.
Key SEO concepts
Search results and
positioning
Benefits of search position
Mechanics of search
On­page optimisation
The SEO process
Customer insights
Analysis and review
Keyword research and selection
Meta tags
SEO sitemap
SEO webmaster tools
Off­page optimisation
Inbound links and link building
Ranking
Topics include:

9. Paid Search
The Paid Search module demonstrates how to implement and
manage search advertising campaigns. Lectures will cover the key
concepts and terminology used within the field of paid search and
will equip you with the technical understanding and skills to build
and maintain an effective strategy.
You will understand the fundamentals of search engine marketing
and appreciate the mechanics of how paid search systems
function. Students will develop advanced keyword research and
selection skills and learn how to apply these to Adwords
campaigns.
You will be able to analyse current search marketing activity and
target your campaign to key audience groups in order to enhance
and improve click through rates. You will recognise the features of
strong ad copy and develop your skills in writing compelling ads.
Learn how to set and manage budgets for Adword campaigns,
measure and analyse their effectiveness by exporting detailed
campaign management reports to see how they align with
established baseline expectations. You will also be aware of
relevant data protection and privacy issues associated with paid
search.
Topics include:
Key PPC concepts
Analytics
Keyword research
Google PPC
Research tools
Search campaign process
Ad copy
Campaign management
Landing pages
Targeting
Budgets and Bidding
Scheduling
Display networks
Ad centre
Conversion tracking
Conversion metrics: CPA, CTR

10. Email Marketing
The Email Marketing
module covers industry best
practices for creating and
delivering effective email
marketing campaigns.
The module covers the four
foundational aspects of
email marketing: subscriber
management, email design,
delivery and reporting.
Students will learn how to
develop and manage a
subscriber database, and
become familiar with the
features in third­party email
systems and solutions.
Outcomes will be to plan a
marketing segmentation
strategy for a target
audience and recognise
what makes for good email
design in terms of user­
centric content, coherent
layout and an attractive
design.
Students will understand what
split testing entails, and will be
able to use key metrics to report
on the effectiveness of your
email marketing campaigns,
including open rates, click­
through rates, unsubscribes and
bounces.
Participants will be able to
monitor and evaluate email
marketing analytics, and be
aware of data protection and
privacy issues associated with
email marketing.
Topics include:
Key email marketing concepts
Campaign process
Online and offline data capture
Segmentation
Email design
User behaviour and
characteristics
Email copy, structure, delivery
and systems
Scheduling
Measurement and metrics
Key terms
Split testing

11. Content Marketing
The Content Marketing
module covers industry best
practices for creating and
delivering effective content
marketing campaigns.
The module enables
participants to recognise the
benefits of distributing
relevant content marketing
messages in order to
enhance search traffic, and
develop broader
engagement levels across
the different digital
marketing channels.
Content marketing strategy
will enable students to
outline key business goals
and identify customer needs
by creating a detailed plan
for how you will use content
to address them.
Students will gain a better
understanding into the different
areas of content marketing from
visual, text, audio, video,
outreach and the use of metrics
to report on the effectiveness of
campaigns.
You will be able to monitor and
evaluate email marketing
analytics, and be aware of data
protection and privacy issues
associated with email
marketing.
Topics include:
Key content marketing
concepts
Content strategy process
On­page and off­page
content marketing
Segmentation
Content design
Creating an effective content
mix
Producing content
Trends
Measurement
Key terms and metrics
Scheduling content

12. Digital Display Advertising
The Digital Display Advertising module
equips you with the skills and
knowledge to implement and manage
effective digital display campaigns.
The module covers the core concepts
and terminology associated with digital
display advertising and explore what is
involved in developing and managing
effective ad campaigns.
Students will develop a comprehensive
understanding of the creation and
deployment of digital display advertising,
learning about the wide range of ad
display formats and how to select the
most appropriate ad format for your
target audience.
Objectives would be able to develop
clear campaign objectives, measure and
optimise campaigns based on firm
results analysis. Students will be able to
research and use a range of campaign
publishers, and know what pricing
metrics such as CPM, CPC, CPL and
CPA entail commercially.
Students will also learn how
to use the standard digital
media planning process to
obtain the best possible
return on your digital
display advertising efforts.
Topics include:
Key digital display
Concepts
Benefits and challenges
of digital display
Running effective ads
Ad formats and features
Campaign planning
Creative formats
Targeting and tracking
your campaign
Optimising the campaign
Campaign budget

13. Mobile Marketing
The Mobile Marketing module focuses on utilising the power of mobile
technologies as a way to access increasingly mobile consumers.
By understanding emergent trends in the mobile space and
recognising the new opportunity afforded by “always on” mobile
devices when interacting with specific audiences based on context and
location.
This module covers the key concepts and terminology used in the field
of mobile marketing and will equip you with the technical knowledge
and skills to build and maintain an effective mobile marketing strategy.
Students will recognise the importance of suitable campaign
messaging, and the need to validate marketing activity with campaign
trials, review and ongoing analytics measurement.
Apply our six­step process for designing and developing effective
mobile apps and understand how mobile marketing integrates with the
latest advances in social media marketing. The module also covers
data protection and privacy issues associated with mobile marketing.
Key mobile marketing concepts
Trends in mobile
SMS Content
Opportunities and risks
Mobile devices
SMS Strategy
Mobile advertising
Mobile apps
Proximity marketing
QR Codes
Implementation
Mobile optimisation
Topics include:

14. Analytics
The Analytics module enables you to fully measure, monitor and
optimise your digital marketing activities.
Goals include how to build an online reporting structure for your
business, and learn about the range of specialist tools that are
available to help you understand how to measure and monitor online
traffic. Students will understand the rationale and business benefits
of adopting a formal analytics programme and learn how to set up
accounts, profiles and permissions to apply analytics tracking across
your websites.
Discover how to align business KPIs with your analytics goal
configuration, and utilise the features of Google Analytics to develop
a detailed profile of your target audience’s location, demographics,
technology, devices, interests and more.
Learn how to assess the effectiveness of your website’s technical
performance and download speed, measuring levels of user
engagement, conversion by tracking activities such as downloads,
video views, purchases and registrations etc. Create and schedule
customised reports and explore the real­time and intelligence
reporting capabilities of Google Analytics.
What is website analytics?
Google Analytics explained
Setting up Google Analytics
Understanding KPIs
Measuring website traffic
Setting up goal and event
tracking
E­commerce
Increasing traffic to a website
Real­time reporting
Intelligence reporting
Tag manager
Industry tools
Topics include:

16. Social Media Marketing
The Social Media Marketing module enables you to effectively engage
with customers across a diverse range of social media platforms.
Students will appreciate the emerging trends in the social media space
and the opportunities available by the ‘always connected’ social
consumer. Participants will be able to differentiate between the social
platforms available and be able to match aims and objectives of the
campaign, as well as understand the challenges of social media.
The module covers the key concepts and terminology used in social
media, and you will be able to configure social media accounts across
Facebook, Twitter, LinkedIn, Instagram, Snapchat, YouTube and
Google +, as well as learning about new emergent social platforms
such as live streaming.
Social Media Marketing explores how to implement social advertising
features to build and sustain relationships with customers. You
understand the challenges of implementing an effective social media
strategy in a business environment. With the combination of analytics
and reporting tools, students will be able to measure the effectiveness
of campaigns and be able to calculate return on investments against
budget spends.
Social media concepts
Social media goals
Facebook, Twitter
LinkedIn, Google+
Snapchat, Instagram
Social challenges
Apps and plug­ins
KPI measures
Reporting
Customer service
Topics include:

17. Planning a digital marketing campaign
The Planning Your Digital Marketing Campaign module provides a
structured approach for bringing together all the components learnt
on the course, to create a coherent digital marketing plan.
This module is based on methodology and strategy planning, which
incorporates a structured, yet flexible process.
Part one includes a situation analysis exercise, a formal information
gathering process and an audience definition.
Part two develops a set of clear and meaningful objectives for the
digital marketing plan. Appropriate industry tools are selected on the
basis of the anticipated audience(s), and objectives and budgets are
set. An action plan is developed to provide a coherent project
structure, including milestones, deliverables and resources.
Part three of the methodology emphasises the importance of an
iterative process of monitoring, analysis and enhancement based on
performance.
The planning module provides you with the skills to create a formal
digital marketing plan, which will allow you to implement a successful
and effective digital marketing strategy.
Topics include:
Strategy and planning
Situation analysis
Information gathering
Target audience
Setting objectives
Industry tools
Action plan
Setting budgets
Measurement
Iteration and enhancement

18. Learning outcomes
At the end of this course, you will understand the various channels
and activities required to plan, implement and manage a
comprehensive digital marketing plan for your business.
Our Professional Diploma in Digital Marketing will help you to:
Gain a clear understanding of the value of digital marketing
and why it is a vital component of your overall marketing
strategy.
Plan, create and effectively manage search, social media,
mobile and email marketing campaigns
Integrate your digital marketing plans into your overall
marketing strategy.
Drive new visitor traffic to your website while improving online
conversion rates.
Understand how digital marketing can help you grow your
business, domestically and internationally.
Identify various online applications and resources that can
help build effective and profitable websites.
Measure and analyse the visitor traffic to your website to
continuously develop and improve your digital marketing
efforts.

19. Getting job ready
Accreditation
Green Traffic has been accredited by the Continuing Professional
Development Standards (CPD) to deliver this programme. Our
syllabus is designed by practising digital marketing professionals.
This ensures that the curriculum has been specifically structured to
focus on current trends and best practices in digital marketing.
Once you have completed the course, a diploma will be issued with
an accreditation from the CPD.
As part of our on­going commitment to our students, Green Traffic
assist successful participants in getting prepared for job interviews
and help writing their CV.
Green Traffic regularly publishes white papers and best practice
industry updates that would be routinely emailed to students
keeping them up to date with industry developments.

20. Who we work with
We work with industry professionals to bring the latest up to date
information on industry changes including:
info@green-traffic.com
0208 123 7172
www.green-traffic.com
Contact us for enrolment or more information