AAA School Of Advertising

This exciting course is now in progress. 

2021 Dates: 1 February 2021, 7 June 2021 & 30 September 2021

Duration: 8 weeks (± 4 hours/week)

Entry requirements: Basic knowledge of digital marketing will be helpful, but not mandatory

AAA Certificate of Achievement will be awarded upon completion.

For more information, contact us on


Why professionals recommended this course earlier in 2020: 

“Amazing lecturer, great communication, energetic”


“Stimulating teaching style, very engaging” 

“We were given a platform to give ideas, advice and raise issues which made the class proactive”.

The course is designed to give you a strong understanding of the various areas of digital marketing and how to apply various principles, tools and techniques to your marketing strategies and campaigns. 

You will learn to identify appropriate digital strategies and how to develop, implement and measure your own digital marketing campaign plans.

This course is ideal for…

  • Working professionals who are eager to gain critical, current and in-demand digital
    marketing skills
  • Anyone wanting to understand the digital marketing space better
  • Existing marketing professionals wanting to catch up on the latest digital trends
  • Entrepreneurs looking to upskill their digital capabilities
  • Beginners looking to learn more about digital marketing strategy and execution

What to expect

  • A limited number of delegates to ensure high quality interaction, knowledge sharing and best-practice learnings
  • Live online learning sessions and access to online resources and content
  • New concepts and tools are introduced gradually to enable delegates to progress from the fundamentals to applying it practically

In this course you will cover the following themes:


  • The development of the digital marketplace
  • How to develop a digital marketing plan using the SOSTAC planning framework
  • The benefits and the risks of digital marketing
  • The five basic digital marketing objectives
  • Different approaches to achieve objectives
  • Examples of digital marketing tactics, actions and control


  • The elements of the online marketing mix
  • How the online environment impacts each marketing mix
  • Assessing the potential of offering a product online
  • Pricing in a digital context
  • The opportunities and challenges for online distribution.
  • Why online service tends to be a delicate balance of automation and people
  • The various components that give ‘evidence’ to customers online
  • The importance of the 8th P; Partnerships in an online context


  • How social media is bringing about change to existing models
  • The various revenue models available online
  • The roles of different intermediaries in influencing online sales
  • Approaches for reconciling media spend to digital channels
  • How different digital channels can be used for communicating with potential target audiences
  • Changes to buying models and the implications
  • The reasons for the increase in social media as a marketing tool
  • How social media has changed business models


  • Online customers and how their buying behaviour differs from traditional customers
  • The functionality that customers want online
  • How digital marketers can access consumers online
  • How visitors process information in the online buying process
  • The interaction between information processing models and website design
  • Examples of how to support the online buying process using traditional media channels
  • Online relationship marketing techniques
  • How to make recommendations concerning the fostering of loyalty
  • The role of community and loyalty
  • Online research methods and web metrics


  • The potential of social media in marketing
  • The components of a social media strategy
  • How to create a strategy and plan to manage social media marketing
  • How to set goals and measure success of social media campaigns
  • The relevance of social media to business
  • The options for listening to customers online
  • Defining methods for engaging online customers
  • How can social media be integrated into a communications strategy


  • The main objectives of effective website design
  • How to review site effectiveness when designing and enhancing websites
  • Best practice rules and mistakes to avoid when designing websites
  • Options for added value through dynamic facilities
  • Developing and justifying an online value proposition
  • Identifying and understanding the different aspects of aesthetic design
  • Translating customer needs into website design
  • The fundamental principles of copywriting for websites
  • Best practices for navigation, structure and interaction
  • Design considerations for mobile or responsive websites


  • Understanding the range of options and tools for traffic building
  • Examples of how to build traffic and relationships by making use of opt-in email or RSS feeds
  • Internal and external link building
  • How to develop a plan for traffic building using different online tools
  • How to achieve positive representation on third-party sites
  • How to improve organic listing in search engines with Search Engine Optimisation (SEO)
  • SEO tools
  • How to improve paid ad listings in search engines
  • How to effectively use PPC tools
  • Understanding what contributes to successful online display ad campaigns
  • The importance of testing for more engaging paid media placements
  • Managing your online reputation across all platforms
  • Link building, affiliate marketing and online sponsorship to exploit the network effect of the internet


  • The basic CRM principles for online
  • The requirements for planning when automating marketing communication
  • Options to support customer lifecycle communication with a database
  • The principles of database marketing
  • The concept of profiling and how to approach profiling
  • What is permission marketing
  • How to create, maintain and grow a database
  • Control mechanisms for your online CRM strategy
  • The concept of data mining
  • The approaches to database cleaning
  • The steps to deliver excellent CRM


  • The key issues when managing digital marketing
  • How to review the digital marketing capabilities of an organisation
  • How to create a full digital media strategy
  • How to manage change
  • How to review opportunities from digital technologies and integrate them into the organisation
  • The impact of social media marketing on internal company activities
  • How to use a range of different criteria to evaluate digital marketing capability
  • Setting budgets for digital marketing
  • How to approach companies to invest in digital media
  • How to assess alternative digital agencies
  • How can AB and multi-variable testing strategies improve digital performance.
  • Cost effective automated digital marketing techniques and how to implement them
  • Assessing and improving data quality
  • Identifying techniques to minimise the impact of security threats


  • How to outline an integrated digital marketing plan
  • How to conduct a situation analysis for a company’s digital environment
  • Developing realistic, SMART, digital marketing objectives
  • The difference between strategy and tactics
  • How to design a digital marketing strategy and budget
  • How to develop appropriate digital marketing tactics to deliver the digital plan
  • Selecting appropriate digital marketing channels to support tactics
  • Web analytics and management dashboards
  • How to monitor the success of the digital marketing strategy
  • The components of digital marketing reports


  • How to identify customers and markets
  • Market segmentation, targeting, differentiation and positioning
  • Marketing mix and the role of branding in the context of digital marketing
  • Compilation of a basic digital marketing plan including a situational analysis, a SWOT analysis and measurable objectives


  • The importance of measuring return on investment (ROI)
  • Identifying the steps involved in measuring online ROI
  • ROI metrics and the types of data one could include
  • Google Analytics as a tool in measuring ROI