Strategic Digital Marketing
Short Course - 15 credits at SCQF level 9
You will gain knowledge and understanding of digital marketing through our online taught provision, delivered in partnership with the Digital Marketing Institute. You will put this knowledge into practice on a project of relevance to you or your organisation. Develop your skill-set, get ahead of the competition and upskill in areas including Search Engine Optimisation, Social Media Marketing, Web Analytics and Website Optimisation.
We will provide you with the skills and knowledge required to develop and implement digital marketing strategies. Particular attention is given to content marketing, social media marketing, search engine optimisation, online advertising, email marketing, website optimisation and web analytics. You will learn how to evaluate and measure digital success, developing an understanding of the KPIs and metrics that are important to your campaigns. Practical digital tools and tactics will be explored, focusing on how they align and contribute to the overall business strategy.
This short course can be completed in 10 weeks. Students are expected to take eight weeks to complete online materials and then work on a real-world project for themselves or their company/ organisation.
On completion of this course, students are expected to be able to:
- Examine the key elements of a digital marketing strategy
- Appraise the use of digital marketing frameworks and theories in developing digital strategies
- Assess and synthesise theory and application of practical skills and tools in relation to digital marketing
- Evaluate and appraise digital marketing decisions and success in relation to business goals
The course is largely completed through self-study online, therefore the number of topics studied will vary from student to student. There are 10 topics to be completed overall, plus the assessment - topics include:
- Introduction to Digital Marketing
- Content Marketing
- Social Media Marketing
- Search Engine Optimization (SEO)
- Paid Search (PPC) with Google Ads
- Display and Video Advertising
- Email Marketing
- Website Optimization
- Analysis with Google Analytics
- Digital Marketing Strategy
- Data Analytics
The University regularly reviews its courses. Course content and structure may change over time. See our course and module disclaimer for more information.
Typically students are assessed through a portfolio assessment.
Students are able to sit a separate assessment to achieve the Digital Marketing Professional Certificate from the DMI.
The majority of this course is completed through online independent study, it is expected that you will spend approximately 3-5 hours per week working on this module. Whilst you are studying independently you won’t be alone. Your tutor will be there to support you throughout the module.
STAFF DELIVERING ON THIS COURSE
This short course has been developed by a team with extensive academic and professional experience in Digital Marketing. Having previously developed the first MSc Digital Marketing and the first BA (Hons) Digital Marketing in Scotland, the course team have unrivalled experience in developing vocationally focused education and training in all aspects of Digital Marketing. The online class materials are delivered in partnership with global leader in professional Digital Marketing education, the Digital Marketing Institute.
The Inclusion Centre advises and supports students who disclose a sensory or mobility impairment, chronic medical condition, mental health issue, dyslexia and other specific learning differences. Applicants are encouraged to arrange a pre-entry visit to discuss any concerns and to view the facilities.
ONLINE LEARNING & SUPPORT
All online learning students, benefit from using our collaborative virtual learning environment, CampusMoodle. You will be provided with 24/7 online access to your learning material and resources, along with the ability to interact with your class members and tutors for discussion and support.
STUDY SKILLS SUPPORT
The Study Support Team provides training and support to all students in:
- Academic writing
- Study skills (note taking, exam techniques, time management, presentation)
- Maths and statistics
- English language
- Information technology support
The Library offers support for your course, including the books, eBooks, and journals you will need. We also offer online reading lists for many modules, workshops and drop-ins on searching skills and referencing, and much more.
There are no pre-requisites for this course.
To qualify for SFC funding, applicants must be resident in Scotland.
FOR SESSION 2020/2021
- Course fees will be met in full for students who qualify for Scottish Funding Council funding. To qualify for SFC funding, applicants must be resident in Scotland.
The following course-related costs are not included in the course fees:
For new intakes course fees are reviewed and published annually for each mode of delivery. Tuition fees are fixed for the duration of a course at the rate confirmed in the offer letter. For further information see:
There’s an ever-growing demand for staff with essential digital marketing knowledge and skills. According to a report from the Department for Digital, Culture, Media & Sport, there is a shortage of digital skills, yet they are required in at least 82% of online advertised job openings and provide on average a 29% wage difference.
This short course is delivered in partnership with the Digital Marketing Institute (DMI).
Taking this course, you will have access to some of the world's best facilities.
We've invested more than £100 million in the development of our campus, new facilities and new resources.University Wide Facilities
The university has moved to home teaching and working following official COVID-19 guidance from the Scottish Government. Our staff will continue to process applications and respond to enquiries about your course during this time.
Applications for this course has now closed.
We have expanded the capacity of these courses, but they are now full. We recognise that there has been a lot of demand and we are committed to supporting individuals and workforces as they deal with the economic challenges of COVID-19. We will shortly be launching a range of resources to support you and your organisation in the current climate. If you would like to find out more, register your interest:
Have a question about the course? Get in touch with the team and we'll do our best to help.