School of Creative & Cultural Business

Strategic Digital Marketing

Short Course - 15 credits at SCQF level 9

Get ahead of the game with this short course in Strategic Digital Marketing. This short course will provide you with an overview of the digital marketing landscape, support you in developing digital marketing strategy and give you experience of the tools and tactics that can be used to communicate effectively with your audiences and customers.

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.

In light of the COVID-19 arrangements, the launch of this short course has been postponed until later in the year. To register your interest in this course, please email upskilling@rgu.ac.uk

The course has one study option
Mode of Attendance
Mode of Study
Start Date
Course Length
Mode of Attendance
  • Blended
Mode of Study
  • Part Time
Start Date
To be confirmed 2020
Course Length
10 weeks
This short course aims to provide an understanding of digital marketing strategy and the effective use of contemporary digital marketing tools and tactics.

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 following an on-campus workshop, work on a real-world project for themselves or their company/ organisation.

On completion of this course, students are expected to be able to:

  1. Examine the key elements of a digital marketing strategy
  2. Appraise the use of digital marketing frameworks and theories in developing digital strategies
  3. Assess and synthesise theory and application of practical skills and tools in relation to digital marketing
  4. 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
 
Disclaimer

The University regularly reviews its courses. Course content and structure may change over time. See our course and module disclaimer for more information.

There is a short on-campus induction session (which is optional) where you can get to know your classmates and learn more about the aims and structure of the course. You will then embark on approximately 8 weeks of study delivered online. Teaching is broken down into short manageable (approximately 1-hour) lessons and additional activities (approximately 2 hours per week) that you can study in your own time and at your own pace. While studying online you will have access to your tutor who will be able to answer any questions you may have.
 
As you progress through the course, you will be invited to an on-campus workshop where you can discuss your progress with your tutor and class mates, before looking at how to put your digital marketing skills and knowledge into action through a project of your own. At the end of the ten week course you will submit an applied digital marketing coursework. 
 
To complete this course you will need access to a modern laptop or computer running an up-to-date operating system and a reliable internet connection.
ASSESSMENT

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.

INDEPENDENT STUDY

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. 

 

ACADEMIC SUPPORT

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.

The Inclusion CENTRE

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.

CampusMoodle

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

STUDY SKILLS SUPPORT

Library 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.

University Library

 

The digital economy has been recognised as a key area of growth and strategic importance to the Scottish, wider UK and international economy. Given this, the skillset developed on this short course is in high demand.

Possible roles that could benefit from the skillset developed on this course include Digital Marketing Executive, Digital Marketing Manager, Digital Marketing Analyst, Digital Marketing Coordinator, Marketing Communications Manager and Communications Officer.

 

 
There are no pre-requisites for this course.

 

 
FOR SESSION 2020/2021
Additional Costs

The following course-related costs are not included in the course fees:

Other Fees and Charges

Disclaimer

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:

STUDENT FINANCE

 

Have a question about the course? Get in touch with the team and we'll do our best to help.

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.
Josh Bircham, Module Coordinator

Accreditation

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

Apply


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.  


Register direct to the university using our online application form. 


Have a question about the course? Get in touch with the team and we'll do our best to help.

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