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Future Skills Short Course

Digital Marketing Strategy

Gain the knowledge and tools required to plan and execute a successful digital marketing strategy. From understanding the marketing mix to campaign objectives, learn how to generate awareness, increase acquisition, and drive engagement.

Study mode

Online

Related learning topics Learn Digital Transformation Online

Industry partners:

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Next start date

Prerequisites No entry requirements Time commitment 6 weeks (8 - 10 hours per week)

$1,900.00 incl. GST

Payment options

Level up your skills and qualifications as a digital native

Teaming up with the best in industry, our Future Skills courses lean into the future of work to deliver the best in structured, mentor-supported, 100% online education.

With the proliferation of digital technologies and social media platforms, it’s become essential that a robust digital marketing strategy is the foundation to the success of any product or service. From understanding your customer, to constructing your brand or product’s unique selling proposition, our course will provide you with the knowledge, skills, and tactics to construct, deploy, and measure your own digital marketing strategy.

So why study Digital Marketing Strategy with us?

• Gain an effective toolkit to execute an effective and successful digital marketing strategy: By the end of this course, you’ll have real world skills by developing and reviewing a digital marketing strategy that can be applied directly into your role or project

• Learn the skills required to enhance every phase of the marketing funnel: Understand the key drivers and metrics of the ACCR (awareness, consideration, conversion, and retention) and the key strategies to improve awareness, engagement and the performance your marketing efforts

Course Overview

Learn more about our Digital Marketing Strategy course in the video below.

Transcript

Digital marketing is marketing delivered through digital channels.We usually don't do the distinction between digital and non-digital marketing,we just obviously are specialized in digital channels.For me digital marketing is using digital channels to reach your audienceand there's a lot of them now, they can be search engines, websites, apps, email, social, display...I like to think of digital marketing in four ways.You've got the owned channels – it's your website, it's your mobile app,it could be your physical store, for example.Earned marketing is the concept of your consumers,if they're happy,writing reviews and sharing content on your behalf,where you don't have to pay for that.And then paid marketing is really the world ofadvertising where you're spending money to get a message in front of a person.Then there's direct marketing, which is once you have a consumer as a businessyour ability to then reach out to them more directly through channels likeemail, through direct marketing or a phone conversation.Marketing has been in place for many years – very successful in terms of offline channels that have beenused, whether that might be direct marketing, TV, radio kind of channels.But digital marketing over the last few years has really exploded in terms of growth and impact.The big shift has really been for the availability oftechnologies like mobile phones as well as the fact that we're now connected to one another.You're carrying your mobile phone with you at all times and digitalmarketing in some channels have a high capacity of finding the right personbecause as you browse, as you use your phone, or your computer, you're leavingbreadcrumbs, traces of the things that you like and the things that you do.And all those things become tools for us to find you as an audience, as a potentialcustomer, for – you know – a brand or a product.So it could be that through past browsing behaviour...a number of users have exhibited a behaviour aroundbeing in market to buy some shoes or trainers, so then you can actually pay tomarket to them in display advertising regardless of where the website is.So it's kind of removing the context of the website and following the userrather than the site itself. One of the things that's really holding manybusinesses back from embracing this change – there's still some of the oldorganizational silos that they have, where marketing do one thing then thesales team do the other and the service team do the next. So if you think aboutthis in the context of what the customer need is, and then rallying yourselvesaround those customer needs rather than marketing as a function, then you'llarguably be better placed than most large organizations today to adapt to that change.Most of the brands are still figuring out how to create a goodcombination of digital channels, and traditional channels as well in theirmarketing strategies. A good combination in a way that those channels arecomplementary to each other and not just repeating the same content in a different format.Through digital – especially social channels, or even if you have an app,or anything like that – you can create that two-waycommunication and that allows you to create not only communication butservices and products and things that will make people's lives easier so themarketing starts to leak out of the just promotion part of it, and starts tocreate things that are actually valuable for people's lives.

Career Outlook

Take a closer look at what opportunities in the Digital Marketing Strategy field.

Job satisfaction

Digital Marketing Strategy have a job satisfaction of 4.1/5

★ ★ ★ ★ ★

SEEK, 2024

Industry growth

11.4%

Predicted job growth in 5 years

Salary expectations

The typical salary for a Digital Marketing Strategy role is

$115k

SEEK, 2024

Job opportunities

In Australia, there are

1300+

jobs available

SEEK, 2024

Get RMIT credentialed

After completing an RMIT Future Skills course, you will earn an RMIT credential which can be validated, recognised and shared on social media platforms.

Course Structure

Learn more about Digital Marketing Strategy

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Learn with industry experts

With 10 years' experience in the marketing and communications industry, Priya has spent the majority of her career working in the online technology space and alongside web developers, UX designers and product owners. She has developed a deep understanding of how product and brand converge to create memorable customer experiences and the importance this plays in driving adoption and building advocacy. Now as Senior Product Marketing Manager at Eventbrite Australia and New Zealand, Priya is focused on bringing Eventbrite’s world-class product and continuous innovation to local event creators and attendees.

Rob began his career in creative agencies, leading strategic advertising initiatives for some of Australia's most-loved brands. Moving client side in 2016, Rob worked as Senior Go-To-Market Manager within the digital media and branded content team. Rob recently joined MYOB as a Product Marketing Manager, responsible for marketing SaaS products across Australia and New Zealand. Rob is excited by the intersection of creativity, technology and marketing strategy and can't wait to share this passion in his mentoring role.

Jo is an experienced revenue and marketing manager with a master’s in marketing. Expertise in the travel, tourism, hospitality, and catering sectors, both B2B and B2C. Significant experience in brand and local area marketing, coaching of SME’s with practice in ABL and BTL marketing, specialising in optimising a business’s digital footprint. Jo is process-driven with a strong business acumen alongside outstanding analytical skills who assist businesses build revenue occupancy and yield through integrated marketing and revenue strategies and tactics.

Our learner success team are here to help you with 1:1 coaching, tips on how to successfully study online, and any questions or concerns you may have.

Why choose RMIT

Get a world-class education and transform your career.

Real world skills

Develop skills that have been validated by industry, while getting credentialed by a world-leading university.

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You'll gain knowledge and practical skills from renowned industry partners who are at the forefront of their field.

Flexible delivery

Advance your career while you study. RMIT Online courses let you balance work, study and life commitments.

Supported community

Be guided by a network of industry experts and peers, and supported by our dedicated success team.

Digital Marketing Strategy

Level up your skills and qualifications as a digital native

Course Overview

Career Outlook

Get RMIT credentialed

Course Structure

Module 1: What is your message and who is your customer?

Module 2: Marketing mix and the unique selling proposition (USPs)

Module 3: Content, the customer journey, and campaign objectives

Module 4: Digital Channels

Module 5: Digital planning framework

Module 6: Next Steps