Digital Marketing Accelerator
Course Description
At its core, marketing is all about understanding your audience. It involves deepening your knowledge of your clients' wants, needs, pain points, and goals, and using that information to craft targeted and relevant content experiences. It's about putting the audience first; be they a solopreneur, a client or a learner, and designing content that meet their unique needs.
Being a marketer requires a combination of marketing expertise and an understanding of the industry or sector you are working in. This course will give you the knowledge of marketing tactics, such as branding and content creation, an understanding of design, storytelling styles, and the needs of different audiences.
If you're looking to develop the skills needed to be a marketing practitioner, our course covers all the key areas, including branding, social media, email marketing, and content creation, tailored specifically to your industry.
Time commitment
This online course is 6 weeks long, including a 30-minute period during each session to complete the final assignment. The actual time commitment involved in completing any given lesson can vary significantly based on a number of factors including reading speed, familiarity with the topic, related experience, the amount of time spent completing optional assignments, and involvement with the discussion board. For planning purposes, we suggest setting aside 2 hours per lesson as a starting point.
Final Assessment
In the capstone project, learners will:
1. Develop a complete digital marketing campaign using the full range of skills learned during the course.
2. Work through a structured process from idea generation to product delivery.
3. Document and receive feedback on the development of your project from an idea to a ready-to-publish marketing campaign.
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Course Outline:
Week 1:
Intro to Skills for Change
Intro to Digital Marketing course
Intro to the Design Cycle
Form vs Function
Visual, Copyrighting and Branding
30 minute introduction to Skills for Change
30 minute overview of the Course
Design thinking model and framework
Form versus function of content.
Go through example content.
Week 2:
Lead Generation and Marketing Funnels
Audience Personas
Wants, needs, pain points and goals
Developing audience personas for targeted content
Initial awareness to final conversion
Paid and free channels
Marketing personas and audience
Analysis of the ‘competitor’ website
Week 3:
Targeted Content Experiences
Social Media Content
Email Marketing
Website Content
Design elements
Steps in organizing content
Create a flowchart or sitemap
Activating strategy with content
Usability
Visualization
Functionality
Accessibility
Work through design model and framework
Week 4:
Splitting Content
Graphic Design
Audio and Video
Search Engine Optimization
Introduction to graphic design
Effective uses of graphics
Prepare and use your own pictures
Accessibility, content, and design
Organise elements for information delivery
Lead Generation and Funnel Optimisation
Week 5:
Activating strategy with content.
Planning Process.
Creating Content.
Best Practices and Case Studies
Creating a Content Strategy
Content Planning, Research, and Writing
Plan, research, write, and execute a marketing campaign
Promote your content and reach your target audience
Splitting and reformatting content for SEO
Week 6:
Using AI Marketing Tools
Peer Review
Publish a digital marketing campaign
When to use AI tools
SEO, backlinks, targeted marketing techniques
Make your site stand out in the crowd
Validating content
Testing Usability, Visualization, Functionality, Accessibility
Document and receive feedback
Instructor Question and Answer, mentoring and ‘lead designer’
Course Evaluation:
This online course is 6 weeks long, including a 30-minute period during each session to complete the final assignment. The actual time commitment involved in completing any given lesson can vary significantly based on a number of factors including reading speed, familiarity with the topic, related experience, the amount of time spent completing optional assignments, and involvement with the discussion board. For planning purposes, we suggest setting aside 2 hours per lesson as a starting point.
Final Project:
In the capstone project, learners will:
1. Develop a complete digital marketing campaign using the full range of skills learned during the course.
2. Work through a structured process from idea generation to product delivery.
3. Document and receive feedback on the development of your project from an idea to a ready-to-publish marketing campaign.
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● Ability to speak, understand and write in English (CLB6)
● Ability to use a computer with a stable internet connection.
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CAD $600
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Quinten Sheriff, a veteran of the L&D and design industry, shares the philosophy that true innovation happens when you truly understand your client's needs. This passion has driven his work from being an educator and technology specialist in five different countries, across Africa, Asia, and South America to now being a consultant in human performance, design, and marketing and business strategy in Canada. Quinten has collaborated with global partners on transformation projects and led design and educational technology teams. He is passionate about digital learning and collaboration, learning technology, and being a change agent and problem solver.
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Training model: online
Course length: 6 weeks, 30hrs