Accelerate Your Career Progression with the WSQ Diploma in Digital Marketing

At the end of the module, the trainees should be able to demonstrate proficiency in creating WordPress website design blueprint and customisation, including defining the project’s scope and user needs, selecting and applying design standards and tools, customising a theme, integrating digital marketing functionalities, and producing comprehensive design documentation that outlines the project’s design concept, specifications, and structure, ensuring a cohesive approach to website development and digital marketing strategy.

• Create a WordPress Website design blueprint that meets the business and user requirements.
• Review and recommend appropriate standards, methods and tools for the design of WordPress website, in line with the organisation’s practice and design principles.
• Customise a WordPress theme, including configuring plugins for digital marketing addressing the business and user needs.
• Examine the trade-offs resulting from the integration of different elements into the design and analyse how these trade-offs influence the overall functionality, interoperability, efficiency, and costs of WordPress website creation.
• Plan, document, and communicate the design and functionality effectively, aligning with the project’s goals and audience needs.

• Learning Unit 1: Content Management Strategies & Content Management System
• Learning Unit 2: Digital Content Strategy and Planning
• Learning Unit 3: Content Creation and Optimisation
• Learning Unit 4: Advanced Techniques and Trends

At the end of the module, the trainees should be able to develop and execute a digital content strategy that includes analysis, planning, and execution phases. The strategy should focus on content creation, SEO optimisation, and promotion across social media and email marketing to effectively engage a targeted audience.

• Transform an overall content management strategy into policies on web content creation and curation, breaking down the strategy into specific guidelines and rules that govern how content is created, curated, and managed on the web.
• Develop a web content strategy for an organisation, including defining target audiences, setting clear goals, planning content creation, and evaluating content management system options, considering cost, scalability, user-friendliness, and integration capabilities.
• Create and optimise various forms of digital content, including written, multimedia, and interactive content, adhering to best practices for search engine optimisation (SEO), user experience (UX) design, and accessibility to enhance the visibility, engagement, and effectiveness of web content for their target audience.
• Assess emerging tools and techniques, including applying them to enhance user engagement and adapt to evolving user behaviours in their content creation and management efforts.

• Learning Unit 1: Contents – The Foundation to Digital Marketing
• Learning Unit 2: Principles of Digital Storytelling
• Learning Unit 3: Evolving Preference in Contents
• Learning Unit 4: Conceptualising Content Ideas
• Learning Unit 5: Identifying Content Requirements
• Learning Unit 6: The Digital Storyboard Process
• Learning Unit 7: Parameters of Delivering Content
• Learning Unit 8: Features of Marketing Content
• Learning Unit 9: Modes of Content Delivery
• Learning Unit 10: Mapping Digital Storyboard
• Learning Unit 11: Frequency of Delivering Content
• Learning Unit 12: Determine Content Types and Styles
• Learning Unit 13: Modes and Processes for Distributing Contents
• Learning Unit 14: Guidelines for Content Strategy Execution
• Learning Unit 15: Concept of copywriting and content writing in digital marketing
• Learning Unit 16: SEO in Copywriting and Content Writing
• Learning Unit 17: The Role of Content in SEO
• Learning Unit 18: Ethical Considerations and Copywriting Law

At the end of the module, the trainees should be able to demonstrate their ability to choose products or campaigns that meet digital marketing goals, craft diverse marketing content for a defined audience, design digital storyboards for strategic planning, set content delivery schedules and formats to boost engagement, select appropriate distribution channels, and create guidelines to ensure brand consistency, content quality, performance tracking, and effective team collaboration.

• Apply the principles of digital storytelling to conceptualise and create content ideas that effectively meet marketing objectives, engaging audiences and driving desired actions in the online landscape.
• Create a digital storyboard as an integral component of a content strategy plan, including applying multichannel content strategies that adhere to the parameters of delivering content for marketing purposes, incorporate the essential features of marketing content, and employ various modes of content delivery to achieve marketing objectives.

• Learning Unit 1: Introduction to Google ads and Strategic Planning
• Learning Unit 2: Google Ads Campaign Setup
• Learning Unit 3: Measuring a Google Ads Campaign
• Learning Unit 4: Testing & Optimisation

At the end of the module, the trainees should be able to demonstrate their ability to plan, execute, measure, and optimise a hypothetical Google Ads campaign, including selecting objectives, ad types, targeting, budgeting, creating ads, analysing performance metrics, and conducting experiments to improve the Quality Score.

• Examine the integration of the Google Ads platform within a comprehensive marketing strategy.
• Develop a thorough comprehension of the foundational principles and processes of the Google Ads platform.
• Master the intricacies of Google Ads campaign setup by progressing through each crucial stage to define clear campaign objectives, employ effective bidding strategies, target audiences, conduct strategic keyword research, craft compelling ad copy, explore diverse ad formats, and skillfully manage budgets.
• Develop proficiency in Google Ads by selecting and interpreting relevant metrics to gauge campaign success, including analysing Return on Investment (ROI), reviewing and understanding various attribution models, scrutinising conversion paths, and customising reports to evaluate advertising performance comprehensively.
• Evaluate a Google ads campaign to ensure the activity effectively reaches target markets, aligns with performance measures, and is optimised based on testing, ad relevance, and targeting.

• Learning Unit 1: Meta (Facebook and Instagram) Marketing
• Learning Unit 2: Meta Marketing Plan and Ads Campaign
• Learning Unit 3: Launch and Evaluate Meta Ads Campaign
• Learning Unit 4: Crisis Communication Plan

At the end of the module, the trainees should be able to demonstrate their ability to plan, create, launch, and evaluate a Meta ad campaign, encompassing setting objectives and target audience, developing and uploading ad creatives, initiating the campaign, and measuring its success through key performance indicators to make data-driven optimisations.

• Utilise media platforms for marketing and media management while aligning platform selection with audience, content, goals, and resources to enhance social media strategy effectiveness.
• Create a comprehensive marketing plan that involves developing and facilitating the content and integration of media platforms for Meta, including defining the activities, timeline targets, and responsibilities.
• Demonstrate proficiency in refining the advertising strategy, optimising ad creatives, and making data-driven decisions for improved campaign results and return on investment.
• Develop crisis communication skills to effectively manage and resolve conflicts and complaints in Meta Ads campaigns.

• Learning Unit 1: Introduction to Conversion Optimisation
• Learning Unit 2: Consumer Psychology and the User Experience
• Learning Unit 3: Fundamentals of Design (UX/UI)
• Learning Unit 4: Effective Content & Messaging
• Learning Unit 5: Optimisation Tools
• Learning Unit 6: Measurement and Reporting

At the end of the module, the trainees should be able to demonstrate their ability to optimise website and landing page conversions through assessment, design improvements, content enhancement, technical optimisation, and performance monitoring across five stages, involving SWOT analysis, wireframing, content strategy development, A/B testing, SEO adjustments, and tracking key performance indicators in Google Analytics for ongoing refinement and performance improvement.

• Gain an understanding of the role that websites and landing pages play in the overall marketing mix, including the use of the conversion optimisation framework to gain a deeper analysis and then building out goals for improvement of website and landing page conversion rates.
• Acquire a deep understanding of the user journey and the critical skills for effective website flow analysis.
• Apply the significance of Heuristic analysis for evaluating interfaces highlighting common usage patterns and identifying areas for optimisation.
• Evaluate and reengineer a website or landing page layout, including improving its navigation, visual hierarchy, and mobile responsiveness to enhance user engagement and facilitate a smoother journey towards conversion goals.
• Craft compelling, targeted content strategies that effectively communicate the value proposition, incorporate persuasive copywriting techniques, and integrate social proof to increase the credibility and conversion potential of a website or landing page.
• Integrate ethical psychological triggers and ensure adherence to relevant privacy regulations within digital content, including creating a sense of urgency and trust that complies with legal standards to motivate user action and increase conversion rates effectively.
• Develop and implement a data-driven conversion rate optimisation strategy by utilising A/B testing, SEO best practices, and key performance indicators to systematically enhance website functionality and user experience and ultimately improve conversion rates.
• Assess and select relevant key performance indicators to measure the impact of optimisation techniques to ascertain if the goals have been reached.
• Set up reports to consistently track these metrics and understand how to use this data and develop marketing insights to improve website and landing age performance.

The Capstone Project involves crafting a comprehensive Digital Marketing Campaign portfolio for a partner enterprise, detailing a conversion-optimised landing page design, engaging content for both web and social platforms, targeted ad copy for search and display, and meticulously set up Google Ads and social media campaigns.

This includes conducting a SWOT analysis of competitor pages, creating compelling digital content, and evaluating the overall campaign effectiveness using conversion optimisation models, with a focus on aligning the campaign’s purpose, objectives, and execution with the partner enterprise’s specific requirements and goals.

1. Scope Digital Marketing Campaign

• Purpose of digital marketing communications campaign plan
• How to set digital marketing campaign objectives, goals, and KPIs
• Examples of various types of digital marketing objectives and SMART goals
• Overview of entire digital marketing campaign plan template

2. Create Landing Page

• How to conduct SWOT analysis across competitor websites and landing pages?
• Digital Marketing Analytics Tools and Techniques

3. Content Creation for Web & Social

• Examples of various types and formats of engaging content for web and social
• Tutorial and walkthrough of content creation using design tools like Canva.

4. Copywriting & Content Writing

• Best practises for Search Ads (Google Search & Display Ads)
• Best practises for Display Ads (Google Display Ads)
• Tutorial and walkthrough of how to produce an SEO-optimised blog article or lead magnet with the assistance of AI tools.
• How to avoid AI tool usage detection?

5. Google Ads

• Budget setting
• Scheduling ad campaigns
• Tutorial and walkthrough of setting up a Google Ads Search and Display campaign.

6. Facebook & Instagram Marketing

• Budget setting
• Scheduling ad campaigns
• Tutorial and walkthrough of setting up a Facebook and Instagram marketing campaign.

7. Website & Landing Page Conversion Optimisation

• Best practises & Heuristic principles of Conversion Rate Optimisation

Upon completion of this course, trainees should be able to develop and execute a digital marketing campaign, including:

• Scope the purpose and objectives of a digital marketing campaign in accordance with a company’s requirements.
• Conduct SWOT analysis on competitor landing pages and create a conversion-focused landing page that stands out from the competition.
• Create highly engaging content for web and social.
• Write an ad copy for search, display, and/or social.
• Produce an SEO-optimised blog article or lead magnet for content marketing.
• Set up a Google Ads Search and Display campaign to market a company’s products and services.
• Set up social media marketing campaigns to drive awareness and conversions for a company’s products and services.