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PROFESSIONAL DIPLOMA
DIGITAL MARKETING
DIGITAL MARKETING
CORPORATE TRAINING
Why Study With Us
 
 
Small & Medium
Enterprises

Take it to the next level

  • Minimize your marketing costs
  • Gain competitive advantage
  • Increase your marketing ROI
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Entrepreneurs

Big plans and small budgets?

  • Drive your digital presence
  • Increase your sales & profits
  • Build your own digital campaigns  
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Career Changers

Make a swift transition 

  • Achieve job fulfillment 
  • Increase your income potential 
  • Develop your digital confidence  
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Graduates

Stand out 

  • Increase your employment chances
  • Develop compelling digital skills
  • Differentiate yourself 
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What Will You Learn

Bournemouth School of Marketing is the place to study for a globally-recognised professional digital marketing diploma.

 

RSForm! Pro Module

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Web Analytics

The Web Analytics module underpins all the channels you will use in your digital marketing campaigns by showing you how to measure, assess and hone your output using specialist tools. You will learn how to use analytics programmes to track the campaigns you are running across a range of platforms and to gain insights into your customers and their behaviour.

 

A key component of a digital marketing mix, Web Analytics provides tools for measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimising web usage.

Among other factors it provides essential data about website visitors and their behaviour. It can provide invaluable insights to what is working well on a site, what isn't working so well and where improvements are needed. Web analytics can also be an invaluable tool for business research and market research. It can be used to analyse the impact that offline marketing has on website visits and online conversions.

The two categories of web analytics are; off-site and on-site web analytics.

Off-site web analytics refers to web measurement and analysis not related to a specific website. It measures the potential audience of a website (a.k.a. opportunity), share of voice (a.k.a. visibility), and buzz (a.k.a. comments) on the Internet as a whole.

On-site web analytics measure a visitor's journey once on a particular website including its drivers and conversions. For example, which landing pages encourage people to make a purchase? The performance of a website is measured in a commercial context. The data is recovered is typically then compared against established main indicators for performance. The results are used to improve the website itself or the audience response to a marketing campaign.

In the past, web analytics has been used mainly for on-site visitor measurement. In more recent times tools have been produced that sare applicable to both categories.

Probably the most popular Web Analytics application is Google Analytics. It is free, it is easy to set up and use. It has an API allowing users to customise their reporting and it provides vast amounts of data, more than enough for most businesses.

Digital marketing can only be as effective as the analytical insights derived from online activities. The Web Analytics Module guides students through the intricacies of web analytics and other data sources to a better understanding of site visitor characteristics and behaviour. Students acquire a clear understand of the most important and appropriate metrics and their application to improve their digital activities.

Topics covered include:

   •  What is Website Analytics?

   •  Google Analytics explained

   •  Understanding your KPI’s

   •  Measuring website traffic

   •  Setting up goal and event tracking

   •  Increasing traffic to your website

  • Intro to Digital Marketing

    The Introduction to Digital Marketing module explains key concepts in digital marketing and gives you an overview of the BSM Professional Diploma in Digital Marketing. You will learn how different channels can be used


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  • Search Engine Optimisation

    The Search Engine Optimisation module explains the fundamental mechanisms of the internet and teaches you how to use the latest techniques to drive traffic to your site and improve visibility and performance. SEO


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  • Pay Per Click

    On the Pay Per Click module you will learn how to create, cost-effective PPC campaigns that enable you to find and use strong keywords that will drive sales as well as click-through rates. You will learn how to set budgets


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  • Email Marketing

    This is simply a form of direct marketing using email as a means of communicating with current and potential customers. It is the digital equivalent of traditional marketing by means of direct mail, printed newsletters


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  • Digital Display Advertising

    On the Digital Display Advertising module you will learn how to create advertisements that stand out on the page and work effectively in promoting your message. The wide range of display formats will be explained as well as


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  • Mobile Marketing

    The Mobile Marketing module explains how to use the latest location marketing and smartest proximity strategies to connect with customers who are on the move. You will learn digital marketing skills for the smartphone


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  • Web Analytics

    The Web Analytics module underpins all the channels you will use in your digital marketing campaigns by showing you how to measure, assess and hone your output using specialist tools. You will learn how to


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  • Social Media Marketing

    In the Social Media module you will learn about how to adapt your digital marketing strategies to make the most effective use of Twitter, LinkedIn, Facebook, Google+ and YouTube and emerging platforms. You will also


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  • Planning and Strategy

    In the Strategy and Planning module you will learn how to integrate all your activities in the different channels you have studied on the BSM Diploma in Digital Marketing. The course will teach you how to create a


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Student Reviews

  • image Zoe Jones - Owner, Be A Barista

    “Bookings for my barista courses are up and marketing costs have almost disappeared thanks to the skills I learned on the BSM digital marketing diploma.”

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Test Your Digital Marketing Skills  

Take our 15 minute FREE Digital Diagnostic and benchmark your skills against your professional competition.

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Syllabus Advisory Council

The Syllabus Advisory Council is the industry based working group which defines and validates our Professional Diploma in Digital Marketing syllabus content. The Council contributes to the development of internationally recognised standards supporting digital marketing education by ensuring the consistency of our industry-led training and certification programmes.

 
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