Subject

Digital Marketing

Digital marketing strategy for ZIM post-graduate learners — digital channels and media, online market analysis, planning frameworks, SEO, email, social, mobile and AI, and measuring performance with analytics.

What this subject covers

A 39-chapter subject on planning and managing digital marketing. It covers digital platforms and media channels, the link between digital and traditional communications, online marketplace and competitor analysis, and online consumer behaviour. Learners then build digital marketing strategy using a rational planning framework, adapt the marketing mix online, and work through SEO and search marketing, websites and e-commerce, email, influencer and affiliate marketing, social media strategy, mobile (apps, USSD and messaging), AI and chatbots, and Google Analytics and key digital metrics.

Lesson topics

Chapter 1: What Is Digital Marketing
Chapter 2: Digital Marketing Platforms
Chapter 3: Digital Marketing Applications
Chapter 4: Benefits of Digital Marketing
Chapter 5: Types of Online Presence
Chapter 6: Relationship Between Digital and Traditional Marketing Communications
Chapter 7: Benefits of Digital Media
Chapter 8: Types of Digital Media Channels
Chapter 9: Social Media Categorisation
Chapter 10: Key Communications Concepts for Digital Marketing
Chapter 11: Challenges of Digital Marketing Communications
Chapter 12: Online Marketplace Analysis
Chapter 13: Research Tools for Assessing Digital Markets
Chapter 14: Micro-Environment Issues in Digital Marketing
Chapter 15: Customer Analysis and Online Consumer Behaviour
Chapter 16: Online Competitive Analysis
Chapter 17: Suppliers and Online Marketing Intermediaries
Chapter 18: Macro-Environment Issues in Digital Marketing
Chapter 19: Digital Marketing Strategy — Definition
Chapter 20: Aim and Scope of Digital Marketing Strategy
Chapter 21: A Rational Planning Framework for Digital Marketing
Chapter 22: The Internet and the Marketing Mix
Chapter 23: Relationship Marketing Using Digital Platforms
Chapter 24: Delivering an Effective Digital Marketing Strategy
Chapter 25: Digital Media Decisions
Chapter 26: Digital Media Challenges for Managers
Chapter 27: Evaluation and Improvement of Digital Channel Performance
Chapter 28: Using Google Analytics for Business Decisions
Chapter 29: Maximising Digital Content and Reach
Chapter 30: Integrated Digital Marketing Practice
Chapter 31: Search Engine Optimisation and Search Engine Marketing
Chapter 32: Websites, Hosting, E-Commerce and Cloud Solutions
Chapter 33: Email Marketing
Chapter 34: Influencer, Affiliate and User-Generated Content Marketing
Chapter 35: Social Media Strategy, Platform Selection and Analytics
Chapter 36: Mobile Marketing: Apps, USSD and Messaging
Chapter 37: Artificial Intelligence, Chatbots and Web 3.0 in Digital Marketing
Chapter 38: Key Digital Marketing Metrics and Customer Analytics
Chapter 39: Online Brand Identity, Reputation and the Digital Divide

CPD advantage: Completing this subject may qualify for Continuous Professional Development (CPD) points with your professional body — check with them for recognition.

Fees

Course fee K900.00

Assessment fee Not applicable — no assessment

Total amount to pay K900.00

Save K2,000.00 by bundling

Pay K2,500.00 for all 6 subjects in ZIM Marketing PGD instead of K4,500.00 — assessment fees included, no extra payment. View the programme.

39 lesson topics

No assessment at present. This subject is currently study-only: you get the full lessons, but there is no assessment to take, so it doesn't lead to a certificate for now.

Remember: you must apply for a minimum of 2 subjects in total.

Apply Now Recommend on WhatsApp