OCN Level 4 Diploma in Digital Marketing

Course Curriculum

Chapter 1: Introduction

Lecture 1: What this course is about

Chapter 2: Marketing Fundamentals

Lecture 1: Understand the function of marketing

Lecture 2: Understand the consumer buying process and factors that can influence it

Lecture 3: Understand how internal and external marketing environments can be examine

Lecture 4: Understand the marketing planning process

Lecture 5: Understand the individual elements of the marketing mix

Lecture 6: Summary

Lecture 7: Example

Chapter 3: The Essentials of Digital Marketing

Lecture 1: Understand key benefits of digital marketing and the developments in digital tec

Lecture 2: Know the main elements of digital campaigns

Lecture 3: Understand the digital communications mix and how digital media can be applied

Lecture 4: Understand how digital media can be successfully integrated

Lecture 5: Know how digital campaigns can be successfully monitored and measured

Lecture 6: Summary

Lecture 7: Example

Lecture 8: Digital Marketing Plan Template – Smart Insights

Chapter 4: Digital Marketing Planning

Lecture 1: Understand the changes in consumer behaviour caused by digital technology

Lecture 2: Understand how the digital marketing environment can be examined

Lecture 3: Illustrate the different stages of the digital marketing planning process

Lecture 4: Understand how to apply elements of the digital marketing mix

Lecture 5: Know how digital marketing plans can be controlled and measured

Lecture 6: Summary

Lecture 7: Example

Chapter 5: Online Customer Experience

Lecture 1: Understand the importance of the online customer experience

Lecture 2: Know how to map online customer journeys

Lecture 3: Understand the principles of user centre design

Lecture 4: Know how to monitor and measure the online customer experience

Lecture 5: Understand how to test and improve the customer experience

Lecture 6: Summary

Lecture 7: Example

Chapter 6: Digital Analytics

Lecture 1: Understand the importance of digital analytics to marketers

Lecture 2: Know core web metrics that can be used to evaluate website performance

Lecture 3: Understand a range of quantitative indicators and reports that can be used to ev

Lecture 4: Understand a range of qualitative indicators that can be used to evaluate online

Lecture 5: Understand the importance of adopting a testing strategy

Lecture 6: Summary

Lecture 7: Example

Lecture 8: Walkthrough

Chapter 7: Content Marketing

Lecture 1: Understand how content marketing can support digital marketing activities

Lecture 2: Understand the different content types that an organisation can use

Lecture 3: Understand the role of content marketing across the online user journey

Lecture 4: Know how digital content can be successfully created and distributed

Lecture 5: Understand the metrics that can be used to measure content marketing activities

Lecture 6: Summary

Lecture 7: Example

Chapter 8: Search Engine Marketing

Lecture 1: Understand what is meant by search engine marketing

Lecture 2: Know the key success factors for Search Engine Optimisation (SEO)

Lecture 3: Understand the process of keyword research in search engine marketing

Lecture 4: Understand the key stages of paid search campaigns

Lecture 5: Understand the metrics and tools used to measure SEO and paid search performance

Lecture 6: Summary

Lecture 7: Example

Lecture 8: Walkthrough

Chapter 9: Social Media Marketing

Lecture 1: Understand the value of social media to organisations

Lecture 2: Understand the social media channels available to organisations

Lecture 3: Understand how organisations can engage with users through social media channels

Lecture 4: Know how social media campaigns can be planned and executed

Lecture 5: Understand the metrics and tools that can be used to measure the effectiveness o

Lecture 6: Summary

Lecture 7: Example

Chapter 10: Email Marketing Essentials

Lecture 1: Understand the role of email marketing within the communications mix

Lecture 2: Know the key stages of planning email marketing campaigns

Lecture 3: Understand how to build and segment an email database

Lecture 4: Know the critical success factors for email marketing campaigns

Lecture 5: Understand the metrics and techniques used to measure email campaign performance

Lecture 6: Summary

Lecture 7: Example

Lecture 8: Walkthrough

Chapter 11: Digital Advertising

Lecture 1: Understand the role digital advertising plays in the communications mix

Lecture 2: Know the different types of digital advertising media available to organisations

Lecture 3: Understand the technology and platforms required for digital advertising to be u

Lecture 4: Understand how to write and schedule a media plan for digital advertising

Lecture 5: Understand the metrics used to measure and optimise digital advertising campaign

Lecture 6: Summary

Lecture 7: Example

Lecture 8: Walkthrough

Chapter 12: Creating and Managing CMS Websites

Lecture 1: Understand how websites and the internet work

Lecture 2: Understand the legalities involved with websites

Lecture 3: Understand how to manage content via a CMS

Lecture 4: Understand how to measure the success of a website and make improvements

Lecture 5: Be able to plan and develop a WordPress (CMS) website

Lecture 6: WordPress Walkthrough

Lecture 7: DIVI Walkthrough