The Introduction to Digital Marketing (also known as Online Marketing, Internet Marketing or Web Marketing) module enables you to harness the power of Digital Marketing as a core driver of the marketing strategy for your organisation. You will understand the foundation principles of Digital Marketing, and be able to distinguish how it differs from traditional marketing.

This module will also introduce you to the Digital Marketing Institute Methodology, an iterative framework that outlines the foundation tenets of Digital Marketing and the visual scheme that provides the basis for implementation of the different channels.

Digital Marketing Overview

  • What is Marketing?
  • What is Digital Marketing?
  • Understanding Marketing Process
  • Why Digital Marketing Wins Over Traditional Marketing?
  • Understanding Digital Marketing Process
    • Increasing Visibility
      • What is visibility?
      • Types of visibility
      • Examples of visibility
    • Visitors Engagement
      • What is engagement?
      • Why it is important?
      • Examples of engagement
    • Bringing Targeted Traffic
      • Inbound
      • Outbound
    • Converting Traffic into Leads
      • Types of Conversion
      • Understanding Conversion Process
    • Retention
      • Why it is Important?
      • Types of Retention
    • Performance Evaluation
      • Why it is Important?
      • Tools Needed

Digital Marketing channels include, but are not limited to:

  • Search Engine Optimization
  • Web Analytics
  • Pay Per Click Marketing
  • Email Marketing
  • Social Media Marketing
  • Affiliate Marketing
  • Digital Display Advertising
  • Mobile Marketing
  • Online Video Marketing

This module is part of the Digital Marketing Institute’s Professional Diploma programme. We explain and demonstrate the power of the internet and how to harness these changes as the relationship between organisations and customers define the way we live.  You will learn how to apply digital concepts across the marketing function in any business.


  • Principles and overview of digital marketing
  • The Digital Marketing Institute’s Framework and Methodology
  • Verifying your Quality Score
  • Key Concepts of Digital Marketing
  • Traditional v Digital Marketing
  • The Opportunity of Digital Marketing
  • Characteristics of Digital Marketing
  • Implications of Digital Marketing
  • Market Research v Market Reality


The Introduction to Digital Marketing Training has been designed for those who have little previous experience of digital marketing and who want to get started in implementing digital campaigns. The course is ideal for those with responsibility for developing or implementing an organisation’s online strategy, including senior management, marketing managers, communication specialists, webmasters and IT managers and personnel.

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