Course Description

Awarded by our partners North Coast TAFE, the Digital Marketing Pathway is a unique and powerful combination of cutting-edge digital marketing techniques and fundamental marketing strategies. The pre-requisite subjects are included in this course so no prior experience in marketing is necessary.

We have developed this program in consultation with industry experts to ensure the latest digital marketing techniques are covered:

  • Digital marketing channels: paid and organic search (SEM & SEO), display, email & mobile
  • Social media marketing
  • User Experience (UX)
  • Audience segmentation
  • Marketing analytics
  • Global campaign management
  • Managing a digital brand
  • Industry disruption

You’ll finish this course with your own digital portfolio: a collection of work that demonstrates your digital marketing expertise to potential employers.

Australian Marketing Institute

This course also includes a free 12 month student membership to the Australian Marketing Institute (AMI), the industry peak body for marketing professionals in Australia. Your AMI membership will begin once you successfully complete an assessment within the first month of the course.  

This course is offered by Open Colleges on behalf of North Coast TAFE.

Potential career outcomes

  • Digital Marketing Consultant
  • Digital Marketing Manager
  • Marketing and Communications Manager
  • Marketing Manager
Course number E1174
Qualification name
  • BSB52415 Diploma of Marketing and Communication
  • Statement of Attainment in Marketing and Communication
Course duration 24 months
Delivery Method Online
Recognition Nationally Recognised Nationally Recognised Training
Assessments Case Studies, Demonstrations, Knowledge tests, Portfolio of Evidence, Presentations
Awarded by
  • North Coast TAFE (Provider number: 90010)
  • Open Colleges (Provider number: 90796)

Awarded by our partners North Coast TAFE, the Digital Marketing Pathway is a unique and powerful combination of cutting-edge digital marketing techniques and fundamental marketing strategies. The pre-requisite subjects are included in this course so no prior experience in marketing is necessary.

We have developed this program in consultation with industry experts to ensure the latest digital marketing techniques are covered:

  • Digital marketing channels: paid and organic search (SEM & SEO), display, email & mobile
  • Social media marketing
  • User Experience (UX)
  • Audience segmentation
  • Marketing analytics
  • Global campaign management
  • Managing a digital brand
  • Industry disruption

You’ll finish this course with your own digital portfolio: a collection of work that demonstrates your digital marketing expertise to potential employers.

Australian Marketing Institute

This course also includes a free 12 month student membership to the Australian Marketing Institute (AMI), the industry peak body for marketing professionals in Australia. Your AMI membership will begin once you successfully complete an assessment within the first month of the course.  

This course is offered by Open Colleges on behalf of North Coast TAFE.

Open Colleges may make changes to the course from time to time to reflect changes introduced to the relevant Training Package or other regulatory requirements. Please download the course guide for current information about the course and its status.

 

Note: Courses offered by Open Colleges on behalf of North Coast TAFE may include Units of Competency that are graded by TAFE NSW. Students studying through Open Colleges are not subject to TAFE NSW grading criteria, receiving an ungraded outcome for Units of Competency and Qualifications successfully completed.

Module 1: Introduction to digital marketing

The first 3 modules are the Statement of Attainment. In this module you'll get an introduction to the digital marketing sector and learn about the new technologies and future trends affecting the industry

  • Develop knowledge of the marketing communications industry
  • Identify industry employment obligations and opportunities
  • Identify future trends within the marketing communications industry
  • Update industry knowledge

Module 2: Digital disruption

The marketing environment is rapidly changing - this module will teach you about innovation and managing change

  • Identify the convergent environment
  • Prepare cross sector marketing tools and techniques
  • Apply convergent marketing communications

Module 3: Digital relationship management

Practice your 'pitch' and develop presentation skills for dealing with clients or other stakeholders in the marketing industry

  • Utilise digital workplace information
  • Lead work processes in a digital environment
  • Recognise and apply intellectual property requirements
  • Analyse ideas for communication to others
  • Provoke response and reaction
  • Debate and discuss ideas
  • Prepare a presentation
  • Deliver a presentation
  • Review the presentation

Module 4: Analysing the digital environment

The next 11 modules cover the Diploma of Marketing and Communication (specialising in Digital Marketing): In this module you'll complete an internal and external environment analysis and research your competitors

  • Interpret trends and market developments
  • Analyse qualitative results
  • Report on market data

Module 5: Audience identification

Learn how to identify your target audience and understand the online consumer buying process. You'll also cover insight development in this module

  • Determine purpose of data mining
  • Identify data sources
  • Apply data mining techniques
  • Report and recommend on findings

Module 6: The digital marketing mix

This module will go into detail about formulating the right mix of different digital marketing strategies

  •  Evaluate each component of marketing mix
  •  Determine marketing mix for specific markets
  •  Monitor and adjust marketing mix

Module 7: Digital channel management

Search (paid and organic), social media, email, display, mobile. This module covers the digital marketing channels you need to reach your audience

  • Determine preferred audience
  • Profile expected behaviours
  • Develop social engagement strategy
  • Facilitate content and delivery
  • Monitor and evaluate social media engagement

Module 8: Designing user experiences (UX)

Create meaningful digital experiences for your users and understand the UX metrics that matter

  • Establish metrics for user experience
  • Specify interaction design
  • Design user interfaces
  • Test design

Module 9: Execution planning and analytics

Financial and budget management is a key skill that today's digital marketers need. We'll also focus on turning marketing planning into execution.

  • Plan financial management approaches
  • Implement financial management approaches
  • Make informed decisions
  • Review and evaluate financial management processes

Module 10: Digital campaign management

The mechanics of managing a digital marketing campaign across multiple channels is covered in this module

  • Define project
  • Develop project plan
  • Administer and monitor project
  • Finalise project
  • Review project
  • Investigate e-business opportunities
  • Evaluate e-business models
  • Design an e-business
  • Implement an e-business strategy

Module 11: Global marketing strategy

Global markets are more accessible than ever. We'll show you how to plan, execute, and then scale a multi-national marketing campaign

  • Analyse the digital channel to be monetised
  • Create design interventions
  • Select and implement tools and technologies
  • Monitor and evaluate performance

Module 12: Managing a digital audit

This module will cover intellectual property considerations and managing customer privacy in a digital environment

  • Identify the organisation’s intellectual property assets and rights
  • Create a strategy to manage the organisation’s intellectual property
  • Monitor and maintain organisational strategies for the protection and use of intellectual property
  • Manage the commercialisation of the organisation’s intellectual property to ensure business growth

Module 13: Online brand management

Your digital brand is how you are perceived by customers. You'll learn the foundations of developing, differentiating and managing online brands

  • Identify client requirements
  • Determine search environment
  • Optimise search
  • Monitor and evaluate search effectiveness

Module 14: Strategic digital marketing plan

Learn how to write a creative brief. Bring everything together by developing and implementing a comprehensive strategic digital marketing plan.

  • Determine marketing communication requirements
  • Develop marketing communication brief
  • Design integrated marketing communication strategy
  • Select and recommend media for marketing strategy
  • Develop creative brief

Education

You'll need to have:

  • Completed Year 12 (or equivalent) OR
  • A Nationally Recognised Training or Trade qualification at the Certificate III level or higher OR
  • 2 years of marketing industry experience

This course would suit people who may be:

  • Individuals currently employed within the business services industry who are seeking to formalise their skills or expand their career opportunities through further accredited study OR
  • Students who have completed the BSB41315 Certificate IV in Marketing. In this case a credit transfer and/or recognition of prior learning may be available.

Minimum age

You will need to be at least 18 years old.

Computing

You will need access to a computer and the internet and have basic computing skills. Minimum specifications for your computer are:

All users:

  • Microsoft Office 2010 or equivalent
  • Broadband internet connection
  • 2GB of RAM
  • CD-ROM or DVD drive
  • Adobe Reader XI or equivalent
  • Adobe Flash Player 10 or higher.
  • Access to printer and associated software
  • Access to scanner and associated software
  • Digital imaging software
  • File compression software.

Windows users:

  • Microsoft Windows 7 or higher (Windows 8 recommended)
  • 1 Ghz or faster processer (2GHz recommended)

Mac OS users:

  • Mac OSX v10.5 or higher (Mac OSX v10.6 recommended)
  • 1 Ghz or faster processer (2GHz recommended)

Digital equipment

You will need access to:

  • A digital video recording device and/or a digital camera and associated software to save and upload video, image and audio files to OpenSpace. Many mobile phones and smart phones include this technology.
  • Software to view online videos and images. Software such as Adobe Reader, Windows Media Player, Windows Photo Viewer etc. are available as a free download from the internet.

Skills

To successfully complete this course, you will require basic computing skills. This includes:

  • Creating, saving and editing Microsoft Office documents
  • Accessing and searching the internet
  • Downloading and saving documents from websites
  • Uploading documents through websites
  • Participating in online discussions
  • Connecting digital cameras and downloading and storing images and audio files
  • Connecting digital video devices and downloading and storing videos
  • Compressing image files.

Language, Literacy and Numeracy

Our free online assessment tool can help give you an idea of the language, literacy and numeracy skills needed to study a VET course. This tool can also help you determine your learning level and help you plan your future studies. You can access the Language, Literacy and Numeracy tool here.

Membership

Students of this course will receive a membership to these organisation(s)

The Australian Marketing Institute (AMI) is the leading professional membership body for marketing professionals around Australia. Its purpose is to advance the marketing profession in Australia and contribute to progress of their members' professional careers. Our marketing Trainers and Assessors are members of AMI and Open Colleges marketing students receive a 12 month AMI student membership included in their course.

All students enrolled in this course receive a 12 month student membership to the Australian Marketing Institute (AMI). The AMI is the leading professional membership body for marketing professionals in Australia. Our marketing Trainers and Assessors are also members of the AMI.

Open Colleges offers this qualification in association with North Coast TAFE (Provider number: 90010). The testamur will be issued by North Coast TAFE.

Kellie Pevy

Kellie has worked within the education and management sectors for the past 15 years.  During these years she owned five florist shops and a nationally accredited training organisation which specialised in both business management and floristry programs.  Her qualifications include an Advanced Diploma of Management, a Diploma of Project Management, a Diploma of Marketing, a Diploma of Business, a Diploma of Vocational Education and Training and a Diploma of Training and Design Development.

Tony Rahal

Tony holds a Master of Business Administration from Sydney Graduate School of Management, as well as a Graduate Diploma in Hotel Management from the Blue Mountains International Hotel Management School. Currently he is also completing his research thesis in education, majoring in global education, at the University of Tasmania. In addition, Tony has a long-standing background in hospitality, revenue management and consulting, and has worked with leading Australian hotels such as Accor, Stamford and the Radisson Groups. Tony has also been teaching at SCU and other providers since 2009 and specialises in business management, marketing and hospitality.

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