Advanced Diploma of Digital Marketing

11266NAT Advanced Diploma of Digital Marketing

Develop your strategy skills and elevate your digital marketing career.
Gain vital skills in content strategy, advertising, Responsible AI and more.

Complete this qualification in one year or less.

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What is this course about?

This advanced diploma is designed to help you accelerate your digital marketing career.

You’ll learn how to prepare marketing strategies, implement them and analyse their results. You’ll develop in-depth knowledge in more technical areas of marketing such as SEO, SEM, marketing automation and programmatic advertising. You’ll also learn how to select and strategically use AI-based technologies to elevate your digital marketing results.

If you have some existing knowledge or experience in digital marketing, this qualification could be a good fit for you.

Duration: 1 year

DTA courses can be delivered in the following ways:

100% Self Paced Online
Blended Learning (Online and Face-to-Face)
Face-to-Face

These courses are designed for both international and domestic students.

Why focus on digital marketing?

What is Digital Marketing

Digital marketing is all about an organisation’s digital presence. It centres on finding, engaging and converting customers online.

Digital marketing is an exciting area that’s constantly evolving. There are many different components to digital marketing such as:

Ecommerce
Social Media
Website Optimisation
Email Marketing
Marketing Automation
Display and Search Advertising
Search Engine Optimisation

Why study Digital Marketing?

Digital marketing is a specialisation that is becoming increasingly relevant across all industries. Businesses are adapting to the way digitalisation has become a necessary tool for consumer touch points and engagement.

Digital Marketing Demand

There is currently a skills gap in the digital marketing workforce where marketers are entering into digital marketing jobs without the appropriate skills. According to Deloitte, there was an estimated need for approximately 300,000 professional digital marketers in Australia in 2021.

The demand for digital marketing professionals outstrips supply by 44%. There is also an undersupply of local digital marketers as 30% of Australia’s digital marketing talent are expatriates. The market for digital marketing is global! The countries with the highest demand for digital marketers include:

United States
United Kingdom
Canada
India
Australia
Philippines
UAE

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Job outcomes include:

Future Opportunities

NAT11266001 Use digital analytics to analyse marketing performance

This unit explores how to use digital analytics tools to support optimising digital marketing strategies. It covers how to capture, interpret and analyse data on online marketing performance.

This unit explores how you can use various platforms, such as Google Analytics, to review multi- channel marketing performance. You’ll also develop your skills in investigating an aspect of a brand’s digital marketing performance. You’ll learn how to select a research problem, critically analyse data and develop informed recommendations.

NAT11266008 Use responsible Artificial Intelligence and Artificial Intelligence ethics

With the explosion of AI-based tools for marketing, it’s crucial marketers understand how to best use these technologies. This unit will equip you with vital skills in using Artificial Intelligence (AI) technologies safely and ethically.

You’ll gain an understanding of what Responsible AI is and how it can be strategically implemented across teams. You’ll also build your knowledge of user bias, prompt injections and Large Language Models, as well as best practices for creating prompts, using Generative AI software and more.

This unit covers how to plan, implement and review strategies for content marketing.

Content marketing aims to provide content that goes beyond the classic sales and product focused materials. Rather, content marketing aims to educate, entertain, and build loyalty among a brand’s audience. It can involve creating content such as eBooks, blog posts, social media videos, webinars and more.

NAT11266004 Research and prepare a Search Engine Optimisation strategy

This unit will build and extend your understanding of Search Engine Optimisation (SE0). That is; your understanding of how to get a brand to appear in unpaid (organic) search results. You’ll develop your skills in using classic SEO techniques, including those that involve researching keywords, performing key gap analyses, performing technical SEO enhancements and improving a brand’s on-page and off-page SEO.

In this unit, you’ll also explore how SEO is evolving with the growth of new search engines based on Generative AI and other advanced technologies. Once you’ve completed this unit, you’ll be equipped to analyse a brand’s SEO performance and develop a comprehensive SEO strategy.

NAT11266005 Create and manage a paid search strategy

This unit starts with an introduction to how search engines work. It then moves on to exploring how you can plan, implement, and optimise an SEM strategy.

You’ll learn how to define goals, select keywords, create advertisements, manage budgets and optimise performance for paid search campaigns. In this unit, you’ll also explore ways you can use review quality scores, analyse competitors, AI technologies to assist with paid search advertising and more.

NAT11266007 Prepare a strategy for display and video advertising

Build your skills in planning and implementing a strategy for display and video advertising. This form of advertising includes various rich media, banner and video ads that appear in places such as YouTube, TikTok, Xbox, Amazon and more.

In this unit, you’ll discover how programmatic advertising and various advertising networks work. You’ll also explore hands-on approaches for implementing programmatic advertising, such as selecting ad formats, bidding strategies, optimising creative and using retargeting.

NAT11266006 Develop and implement an email marketing strategy

As one of the most cost-effective, established and personalised marketing channels, email is vital for digital marketers to understand. In this unit, you’ll discover how to prepare and implement a high-performing email marketing strategy.

You’ll develop your understanding of various tactics to acquire, engage, nurture and retain email subscribers. You’ll also build your knowledge of leveraging AI technologies for email marketing, improving email deliverability, using personalisation techniques and more.

NAT11266002 Optimise a website to improve conversions

This unit will equip you with the skills and knowledge required to optimise a website to improve business and marketing outcomes. You’ll learn how to analyse conversion paths, research competitor websites and identify problematic areas with a website. Then use data-driven insights to prepare and implement a strategy to lift optimise conversion rates. This unit will build your knowledge of macro-conversions, micro-conversions, website testing, Conversion Rate Optimisation (CRO) best practices and more.

Plus Two Electives

In addition to the units above, you’ll study two of the following units:

NAT10931005 Test to optimise performance
FNSORG501 Develop and manage a budget
SIRXMKT007 Develop a digital marketing plan
BSBMKG547 Develop strategies to monetise digital engagement

The Advanced Diploma of Digital Marketing is best suited to people who have some existing knowledge or experience in digital marketing. This includes:

Alternatively, people who have a minimum of one year’s employment in a related field – including Business, IT or Graphic Design – are able to enter into the Advanced Diploma of Digital Marketing with their experience.

Alternatively, people have completed a diploma qualification in a related field – such as a Diploma of Digital Marketing – they can gain entrance into the Advanced Diploma of Digital Marketing.

Content Strategist
SEO Manager
Marketing Analytics Manager
Digital Marketing Strategist
SEM Specialist
Performance Marketing Manager
Marketing Automation Manager
CRO Specialist
Digital Marketing Manager
Social Media Strategist

WHAT STUDENTS SAY

"Thanks to the Advanced Diploma of Digital Marketing, I am now working as a digital marketing specialist, working with centres like Chadstine in Melbourne as well as The Galeries and QVB in Sydney.

I definitely wouldn’t have been able to do it without this course! It really has taught me a lot…I have regular catch ups with marketing managers where I teach them things I learned from my trainer and the course!"

"I personally really enjoyed studying the Diploma and Advanced Diploma of Digital Marketing because I could refresh my knowledge in marketing and communication.

After I finished my Advanced Diploma in Digital Marketing, I updated my profile on LinkedIn and after that some companies started to approach me. I got a job because of that. I am happy that I am now working for a company as a digital marketing specialist."

“Whilst I had worked on many digital advertising campaigns such as banners, apps and websites in my career, I was missing a fully integrated approach to digital marketing and how SEO and SEM fitted in too. This course helped me land a position as a Senior Account Director in an integrated advertising agency on a major automotive client, getting me back in my career armed with superior skills. I highly recommend this Advanced Diploma that gives practical knowledge not just theory.”

“Being a Marketing Professional specialising in Brand Management for more than 10 years, I realised that the need to upskill to Digital Marketing has never been more important (and practical) than now. The course was taught above the theoretical component and provided students with relevant in-demand practical knowledge a Digital Marketer should acquire - from SEO and SEM, to Email Marketing and Social Media Marketing, etc.”

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11266NAT Advanced Diploma of Digital Marketing

What is this course about?

Why focus on digital marketing?

More Information

WHAT STUDENTS SAY

Other Courses

Have a Question?

Download our Course Guide | Advanced Diploma of Digital Marketing

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