Course Description

Awarded by our partners North Coast TAFE, the Digital Marketing Pathway is a unique and powerful combination of cutting-edge digital marketing techniques and fundamental marketing strategies. The pre-requisite subjects are included in this course so no prior experience in marketing is necessary.

We have developed this program in consultation with industry experts to ensure the latest digital marketing techniques are covered:

  • Digital marketing channels: paid and organic search (SEM & SEO), display, email & mobile
  • Social media marketing
  • User Experience (UX)
  • Audience segmentation
  • Marketing analytics
  • Global campaign management
  • Managing a digital brand
  • Industry disruption

You’ll finish this course with your own digital portfolio: a collection of work that demonstrates your digital marketing expertise to potential employers.

This course is offered by Open Colleges on behalf of TAFE NSW North Region.

Potential career outcomes

  • Digital Marketing Consultant
  • Digital Marketing Manager
  • Marketing and Communications Manager
  • Marketing Manager
Course number E1174
Qualification name
  • BSB52415 Diploma of Marketing and Communication
  • Statement of Attainment in Marketing and Communication
Course duration 24 months
Delivery Method Online
Recognition Nationally Recognised Nationally Recognised Training
Assessments Case studies, Demonstrations, Knowledge tests, Portfolio of evidence, Presentations
Awarded by
  • TAFE NSW North Region (Provider number: 90010)
  • Open Colleges (Provider number: 90796)

Education

You'll need to have:

  • Completed Year 12 (or equivalent) OR
  • A Nationally Recognised Training or Trade qualification at the Certificate III level or higher OR
  • 2 years of marketing industry experience

This course would suit people who may be:

  • Individuals currently employed within the business services industry who are seeking to formalise their skills or expand their career opportunities through further accredited study OR
  • Students who have completed the BSB41315 Certificate IV in Marketing. In this case a credit transfer and/or recognition of prior learning may be available.

Minimum age

You will need to be at least 18 years old.

Computing

You will need access to a computer and the internet and have basic computing skills. Minimum specifications for your computer are:

All users:

  • Microsoft Office 2010 or equivalent
  • Broadband internet connection
  • 2GB of RAM
  • CD-ROM or DVD drive
  • Adobe Reader XI or equivalent
  • Adobe Flash Player 10 or higher.
  • Access to printer and associated software
  • Access to scanner and associated software
  • Digital imaging software
  • File compression software.

Windows users:

  • Microsoft Windows 7 or higher (Windows 8 recommended)
  • 1 Ghz or faster processer (2GHz recommended)

Mac OS users:

  • Mac OSX v10.5 or higher (Mac OSX v10.6 recommended)
  • 1 Ghz or faster processer (2GHz recommended)

Digital equipment

You will need access to:

  • A digital video recording device and/or a digital camera and associated software to save and upload video, image and audio files to OpenSpace. Many mobile phones and smart phones include this technology.
  • Software to view online videos and images. Software such as Adobe Reader, Windows Media Player, Windows Photo Viewer etc. are available as a free download from the internet.

Skills

To successfully complete this course, you will require basic computing skills. This includes:

  • Creating, saving and editing Microsoft Office documents
  • Accessing and searching the internet
  • Downloading and saving documents from websites
  • Uploading documents through websites
  • Participating in online discussions
  • Connecting digital cameras and downloading and storing images and audio files
  • Connecting digital video devices and downloading and storing videos
  • Compressing image, audio and video files.

Language, Literacy and Numeracy

Our free online assessment tool can help give you an idea of the language, literacy and numeracy skills needed to study a VET course. This tool can also help you determine your learning level and help you plan your future studies. You can access the Language, Literacy and Numeracy tool here.

Open Colleges may make changes to the course from time to time to reflect changes introduced to the relevant Training Package or other regulatory requirements. Please download the course guide for current information about the course and its status.

Note: Courses offered by Open Colleges on behalf of TAFE NSW North Region may include Units of Competency that are graded by TAFE NSW.

Introduction to digital marketing

The first 3 modules are the Statement of Attainment. In this module you'll get an introduction to the digital marketing sector and learn about the new technologies and future trends affecting the industry

  • Develop knowledge of the marketing communications industry
  • Identify industry employment obligations and opportunities
  • Identify future trends within the marketing communications industry
  • Update industry knowledge

Digital disruption

The marketing environment is rapidly changing - this module will teach you about innovation and managing change

  • Identify the convergent environment
  • Prepare cross sector marketing tools and techniques
  • Apply convergent marketing communications

Digital relationship management

Practice your 'pitch' and develop presentation skills for dealing with clients or other stakeholders in the marketing industry

  • Utilise digital workplace information
  • Lead work processes in a digital environment
  • Recognise and apply intellectual property requirements
  • Analyse ideas for communication to others
  • Provoke response and reaction
  • Debate and discuss ideas
  • Prepare a presentation
  • Deliver a presentation
  • Review the presentation

Analysing the digital environment

The next 11 modules cover the Diploma of Marketing and Communication (specialising in Digital Marketing): In this module you'll complete an internal and external environment analysis and research your competitors

  • Interpret trends and market developments
  • Analyse qualitative results
  • Report on market data

Audience identification

Learn how to identify your target audience and understand the online consumer buying process. You'll also cover insight development in this module

  • Determine purpose of data mining
  • Identify data sources
  • Apply data mining techniques
  • Report and recommend on findings

The digital marketing mix

This module will go into detail about formulating the right mix of different digital marketing strategies

  •  Evaluate each component of marketing mix
  •  Determine marketing mix for specific markets
  •  Monitor and adjust marketing mix

Digital channel management

Search (paid and organic), social media, email, display, mobile. This module covers the digital marketing channels you need to reach your audience

  • Determine preferred audience
  • Profile expected behaviours
  • Develop social engagement strategy
  • Facilitate content and delivery
  • Monitor and evaluate social media engagement

Designing user experiences (UX)

Create meaningful digital experiences for your users and understand the UX metrics that matter

  • Establish metrics for user experience
  • Specify interaction design
  • Design user interfaces
  • Test design

Execution planning and analytics

Financial and budget management is a key skill that today's digital marketers need. We'll also focus on turning marketing planning into execution.

  • Plan financial management approaches
  • Implement financial management approaches
  • Make informed decisions
  • Review and evaluate financial management processes

Digital campaign management

The mechanics of managing a digital marketing campaign across multiple channels is covered in this module

  • Define project
  • Develop project plan
  • Administer and monitor project
  • Finalise project
  • Review project
  • Investigate e-business opportunities
  • Evaluate e-business models
  • Design an e-business
  • Implement an e-business strategy

Global marketing strategy

Global markets are more accessible than ever. We'll show you how to plan, execute, and then scale a multi-national marketing campaign

  • Analyse the digital channel to be monetised
  • Create design interventions
  • Select and implement tools and technologies
  • Monitor and evaluate performance

Managing a digital audit

This module will cover intellectual property considerations and managing customer privacy in a digital environment

  • Identify the organisation’s intellectual property assets and rights
  • Create a strategy to manage the organisation’s intellectual property
  • Monitor and maintain organisational strategies for the protection and use of intellectual property
  • Manage the commercialisation of the organisation’s intellectual property to ensure business growth

Online brand management

Your digital brand is how you are perceived by customers. You'll learn the foundations of developing, differentiating and managing online brands

  • Identify client requirements
  • Determine search environment
  • Optimise search
  • Monitor and evaluate search effectiveness

Strategic digital marketing plan

Learn how to write a creative brief. Bring everything together by developing and implementing a comprehensive strategic digital marketing plan.

  • Determine marketing communication requirements
  • Develop marketing communication brief
  • Design integrated marketing communication strategy
  • Select and recommend media for marketing strategy
  • Develop creative brief

 

 

What are my payment options?

Pay in full

If you pay your course fees up-front in full, you’ll benefit from a discount. When you pay in full, we don’t have to spend extra money on administration for tasks such as payment plan processing. Instead, we get to pass this saving onto you in the form of a discount.

ZipMoney Payment Plan

If you need a little more flexibility in your finances, and want to pay off your course fees over a longer period of time, you can switch to a zipMoney payment plan. Essentially, zipMoney pays your course fees for you, and you pay this loan back over 24, 36 or 48 months. As long as you are eligible, you can switch to a zipMoney plan at any time.

Payment Plan

Pay for you course in weekly or fortnightly instalments. By paying in instalments, you can schedule your payments around your regular outgoings and get ahead without breaking the bank. Open Colleges payment plans are interest-free.


Find out more

Gemma Heggie

Gemma has over 12 years’ experience in the digital media and marketing industry. Since 2010 she has managed her own business specialising in web design and digital marketing services to a range of clients around Australia.

Her qualifications include a BA in Media Communications, Diploma of Multimedia, Certificate III in Business and Certificate IV in Training and Assessment.

Gemma also has a diverse background in delivering education in the vocational education sector and enjoys helping students develop their skills in the digital marketing industry.

Open Colleges offers this qualification in association with TAFE NSW North Region (Provider number: 90010). The testamur will be issued by TAFE NSW North Region.

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Click Enrol Now and choose a payment plan or call an Education Advisor on 1300 161 345 for more details.