Digital marketing involves using digital tools to reach and engage with customers and potential customers. It is a critical marketing channel. With the shift in business models, current marketing practices must also be updated. Digital marketing strategies involve the use of search engine optimization (SEO), content marketing, social media marketing, email marketing, display advertising, and more. By leveraging these channels, businesses can increase their marketing productivity as well as visibility and build relationships with target audiences.

Thus, a digital marketing strategy can be used as a guiding document to determine which activities are required to achieve the desired results. This course will offer practical, effective ways to develop and enhance digital marketing strategies for different types of organizations, measure their impact, and familiarize participants with the latest trends in this area.

Course Objectives

The main objectives of this course are:

  • Learn about digital marketing, the importance of strengthening digital marketing strategies, and how to create a digital marketing strategy.
  • Explore methods and latest trends in digital marketing using various channels, tools, and platforms.
  • Introduce methods to measure the impact of digital marketing on productivity performance.

Course Modules

This e-learning course will cover the following modules: 
Module 1: Digital marketing basics, channels, and identifying a “lightning-rod” target audience 
Module 2: Goals, objectives, and value proposition design 
Module 3: Developing content strategy, campaign planning, and tools and platforms 
Module 4: Competitor analysis, analytics and measurement and latest digital marketing trends 
Module 5: Measuring the impact of digital marketing

Important Notes:

  1. Participants who register to take this course and pass the final examination with a score of 70% or higher will be eligible to receive the APO certificate. Please note that the final examination can be taken only once. Therefore, the most appropriate time to take the examination should be chosen carefully. The self-assessment quizzes are for personal evaluation only and are not related to the final examination results.
  2. Participants who perform well in this course and receive the APO certificate will be given preference, on a merit basis, for selection to attend follow-up face-to-face multicountry APO projects on similar topics, when nominated by their NPOs and if slots are available.
  3. Notes 1 and 2 are applicable only to participants from APO member countries. Participants from nonmember countries are welcome to take the course for self-improvement, although they will not have an opportunity to attend the follow-up face-to-face multicountry APO projects. 
  4. Each module is in a prerecorded video format in which the expert delivers presentations by explaining each slide. Participants can access the video by clicking on the link provided under the title of each module.
Course Duration in Hours: 10 hours
Skill Level: Beginner
Upcoming Course: No
New Course: Yes