Dr. Aleksej Heinze, Dr Tahir Rashid, Prof. Rimantas Gatautis, Elena Vitkauskaite, Dr. Milanka Slavova, Gordon Fletcher, Dr. Ana Cruz, and Dr Bartlomiej Kurzyk

Digital and Social Media Marketing - An Introduction

  • Dec 2016
  • 6 weeks
  • 2-3 hours/week
  • English
  • Marketing

About this course

Why do you need Digital Marketing?

With budgets for digital marketing constantly growing, organisations are facing a major skills shortage. The need for individuals who understand business combined with technical knowledge in Digital Marketing has never been greater. This course is based on European case studies showing current digital and social media marketing practices across Europe. Europe is one of the largest regions for digital and social marketing used but there are many local preferences and this course will help you to navigate these complexities. This course combines practical skills and theoretical knowledge with the goal of teaching you the skills to improve digital and social media marketing in organisations.

Who is this course for?

This course is aimed at two audiences:

  1. Organisations who want to establish and improve their digital and social media marketing footprint.
  2. Everyone interested in digital and social media marketing who might consider studying or working in the field.

What do I need to know?

The book 'Digital and Social Media Marketing: A Results-Driven Approach' is the companion for this MOOC. Basic computer knowledge and skills are necessary and a business background would be advantageous but is not essential.

Learning Objectives

  1. Introduce current and core practices of Digital and Social Media Marketing that will allow learners to analyse, plan, execute and evaluate a digital marketing strategy.
  2. Introduce core tools currently used in Digital and Social Media Marketing that will allow learners to analyse, plan, execute and evaluate a digital marketing strategy.
  3. Develop an understanding of Search Engine Optimisation (SEO), Social Media Optimisation, Affiliate and other relevant communication channels for engagement of digital communities.

Course Structure

1. Why is Digital and Social Media Marketing important today and in the future?
1.1. Introduction to strategic planning 1.2 SWOT analysis 1.3. Developing SMART objectives for strategy and campaigns 1.4. Digital Business Maturity Model 1.5. The consumer journey to online purchase 1.6. Introduction to core concepts of digital and social media marketing 1.7. Introduction to online branding

2. Understanding the different nature of digital channels based on geographic, demographic and digital fit for a campaign
2.1 Search Engines - differences in countries - based on the case study examples 2.2 Social Media platforms differences in countries and how to they can be used 2.3 Email marketing and how it can be used 2.4 Affiliate marketing and how it can be used 2.5 Mobile marketing and how it could be used 2.6 Paid channels overview - search and social 2.7 Communities focused engagement

3. Buyer persona development
3.1 The importance of understanding who the target audience is and how search and social help to develop this understanding 3.2 Planning integration of search and social media 3.3 Keyword research for buyer persona 3.4 Social media channels for buyer persona 3.5 Develop keyword plan for a campaign 3.6 PPC keyword vs organic keyword plan 3.7 Develop social media editorial calendar

4. How campaigns fit into a wider implementation of the overall organisation strategy
4.1 Example company campaign plan 4.2 Key elements of campaign management - Gantt chart 4.3 Risk management 4.4 Digital project management tools and techniques 4.5 Project plan monitoring and review 4.6 Marketing automation 4.7 PPC campaign planning

5. Choosing the right digital profiles for the right audience
5.1 Facebook 5.2 YouTube 5.3 Twitter 5.4 LinkedIn 5.5 PPC optimisation 5.6 What makes content to go Viral? 5.7 How to create content viral?

6. The importance of ongoing monitoring and learning from your engagement
6.1 Understanding of Social Capital and its importance case study 6.2 Accessing data in Google Analytics 6.3 Accessing data from Facebook 6.4 Accessing data from Twitter 6.5 Using spreadsheets to analyse and populate reports 6.6 Learning from digital results
6.7 PPC report

Study week

Online proctored exam for Certificate Track participants: 09.02.17- 22.02.2017

The upgrade to the Certificate Track is possible until the 25.01.2017

enter image description here This course is part of the JEMSS project - http://mastersindigitalmarketing.org "This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein."

Choose the track that suits you!

Earn a certificate now or enrol for free. You can upgrade later.

Audit Track

  • All Course Material
  • Graded Online Exam
  • Certificate of Accomplishment
  • ECTS points

Certificate Track

49 €*


  • All Course Material
  • Graded Online Exam
  • Certificate of Accomplishment
  • ECTS points

Audit Track

Audit the course

With the Audit Track, you get access to all the course materials, including lecture videos, assignments, and more! it is possible to download the lecture materials so you can browse the content at your own convenience, without having to worry about falling behind.

In addition, you also get access to the course forum. The forum is a thriving, global community of learners, where you can get peer-to-peer assistance from other students, and discuss the course content with the professors themselves!

Upgrade later

Once you have started your course, you may decide to increase your learning recognition. Our tracks offer you the option to upgrade to a higher certification level up to 1 week before the end of the course. Just click on the Certificate tab in the course overview and choose a new track. It’s as easy as that!


All you need to participate is a stable internet connection! You can study anywhere, at anytime, at your own pace.

Certificate Track

Certify your learning

Want something more substantial? Want your work to be recognised as yours? Then the Certificate Track is made for you.

As with the Audit Track, you get access to all the course materials, lecture videos, assignments, and more. However, unlike the audit-only option, the Certificate Track also gives you access to an online-proctored exam at the end of the course. This graded exam gives you a chance to showcase the skills you’ve acquired.

Certificate of Accomplishment

After successfully completing the course, you receive an identity-verified Certificate of Accomplishment with your final grade, signed by the instructor. If you achieve a top 10% grade, this will be noted on your certificate. You can be sure your achievements are truly marked as yours as our certificates are all identity verified.

Certificate Supplement

In addition to your Certificate of Accomplishment, you will receive a Certificate Supplement. This contains detailed information about the course content and your learning achievements, backing up your hard work with the details employers may ask for.


All you need to participate is a laptop/desktop computer (with at least Microsoft Vista or Mac OS X 10.8 or newer) with a stable internet connection- check the detailed list of the system requirements here! Moreover you need a webcam and microphone (both can be built in the device). In order to start the online proctored exam, you'll have to download a software, which runs only for the time of the exam. Please check detailed information about the hardware and software requirements here.
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49 €*
* Our prices include VAT