Digital Performance Essentials Certificate syllabus

Module 1: Email Marketing

This module covers the essentials of email marketing, from best practices for planning and executing successful email marketing strategies to creating engaging email content, and utilising email automation and marketing technology.

Topics covered include:

• Planning email campaigns: strategies for impactful campaigns.
• Building and managing email lists: how to grow and engage subscribers. 
• Best practices for design and content: create visually compelling and engaging emails. 
• Automation: introduction to tools and workflows. 
• Performance analysis: key metrics to track and optimise campaigns.

Module 2: Social Media Advertising

This module introduces the fundamentals of social media advertising, covering key strategies and best practices for running effective campaigns. You’ll learn about everything from how to write ad copy, to how to efficiently set up and tack ads.

Topics covered include:

• Selecting the right social media platforms. 
• Tracking and analysing campaign success.
• Understanding the marketing funnel in social media.
• Types of ad campaigns and when to use each.
• Techniques for optimising ad performance.
• Special ad categories and how to navigate them.

Module 3: e-Commerce Marketplaces

This module is all about online e-commerce marketplaces and provides an in-depth comparison of major platforms like Amazon, eBay, Etsy, Wayfair, and Depop, along with practical tips for creating seller profiles and optimising listings. You can also expect to cover strategies for success, practical tips for creating seller profiles and common pitfalls to avoid.

Topics covered include:

• What is e-commerce?
• A comparison of e-commerce platforms.
• Is Amazon the right platform for your product?
• How to be successful on Amazon.
• Hints and Tips for creating a seller profile.
• Examples of good and bad listings.

Module 4: Google Ads

This module provides a comprehensive overview of Google Ads, equipping learners with the knowledge and skills to create, manage, and optimise campaigns across Google’s networks. It highlights the importance of Google Ads as a leading advertising platform and delves into strategies for achieving measurable results. 

Topics covered include:

• History of Google Ads.
• The benefits and objectives of different campaign types.
• Understanding manual and automated bidding options. 
• Account structure and best practices.
• Developing effective keyword strategies.

Module 5: Display Advertising

This module dives into the evolution, strategies, and best practices of display advertising. You'll explore its journey from basic banner ads to sophisticated programmatic systems and understand how to leverage this powerful medium for marketing success. 

Topics covered include:

• Understanding the opportunities and challenges of display advertising.
• Programmatic versus network buying.
• Types of ads and how IAB standards ensure consistency and performance.
• Strategies for refining targeting and managing campaign bids.
• Aligning campaigns with business goals.

Module 6: Affiliate Marketing

This module provides a comprehensive overview of this powerful performance-based channel, highlighting its potential to drive significant business growth. It covers the essential principles of affiliate marketing, including how it works and the key benefits for both businesses and affiliates, and more.

Topics covered include:

• The basic principles of affiliate marketing.
• Types of affiliates, including content creators, loyalty partners and influencers.
• The role of affiliate networks.
• Case studies showing how affiliate marketing is applied in real-world scenarios.  

Module 7: SEO

This module is a comprehensive guide designed to enhance your understanding of Search Engine Optimisation (SEO). It will cover topics such as the basics of SEO, its importance, and best practices, including ethical (white hat) versus unethical (black hat) SEO.

Topics covered include:

• History of SEO, including historic changes and important updates.
• The ethics of SEO: white hat SEO versus black hat SEO.
• Guidelines on the essential best practices of SEO.