Become a specialist in digital marketing – everything from marketing plan to analytics

Digital marketing is the most effective way to convey your message for many products and services. How to do the right actions for the right people at the right place at the right time? Of course, this question is on every marketer’s desk, and this training program provides a whole range of answers. Come and learn with us how to do very good social media marketing, be found in search engines, use advertising money optimally and make better marketing decisions.

Training duration: 48 academic hours (8 days).

Target audience: The training program is intended for anyone who comes into contact with digital marketing or wants to start marketing their services or products on social media and online. Especially for small businesses, marketing specialists, service providers and those who are responsible for marketing activities in the company on social media.

Prerequisites: Existence and access to a company account (FB page), advertising account (FB ad account) and Google Analytics account. Access the homepage header to add the code to set up the FB pixel.

Contents of this training

In the training program, we review all steps of digital marketing, from setting goals and target groups to carrying out activities and measuring their results. During the course, the participants will be given a lot of technical tricks, references to practical tools, basics and online resources, which will allow you to plan your marketing activities effectively in the future and to be well visible in both social media and search engines.

Digital marketing trainings are extremely practical, and therefore they are especially suitable for those who already have a product or service that needs marketing or are about to develop. In the course of practical exercises and discussions, we go through more difficult areas so that you can immediately see how what you have learned works in reality.

Those who have completed the training receive knowledge, skills and advice directly from a practitioner who manages and plans campaigns on the Estonian market on a daily basis. The training also includes all the basics and tools that make the process of creating a campaign faster and more efficient.

Agenda (click on the name to read more about the content):

• Preparation of marketing plan and strategy
• Manage social media like the pros do
• More than using the boost button – Facebook ads for advanced users
• SEO – website optimization
• Google Search Ads
• Make better marketing decisions with Google Analytics 4

Learning outcomes

After completing this course the student:

• creates a value proposition that speaks to the target group, maps the current situation in its field and sets measurable goals;
• knows technical solutions, channels and tools for marketing planning;
• creates a realistic marketing budget, calculates the break-even point and plans marketing activities realistically;
• analyzes the results of marketing activities;
• sets marketing goals and choose appropriate metrics and performs target group analysis and maps the market;
• knows the characteristics of a successful post and the peculiarities of the Facebook algorithm;
• plans content (selection of topics, keywords) and creates a schedule of posts;
• uses design programs and image banks to create videos and designs;
• knows the rules of creating prize games and the principles of creating an engaging game;
• knows various possibilities and dangers related to the use of influencers in marketing activities;
• reads post statistics, evaluates the success of various activities, performs target group analysis, maps the market;
• knows Facebook’s advertising requirements and creates successful campaign offers;
• creates campaign strategy and structure based on goals;
• models campaign results and budget using the Excel file shared during the training;
• knows different Facebook pixel usage options and how to set them up;
• creates different target groups using data from different sources (email, phones, posts, website traffic, activities);
• knows different settings in Ad Manager and how to choose the most appropriate ones for the campaign;
• reads and prepares campaign reports and evaluates campaign success;
• finds keywords to address the target group of the company’s products and services;
• analyzes the performance of different keywords and applys different types of keywords;
• handles the creation of advertising texts and sets up a Google Search advertising campaign;
• understands the logic of Google pricing and plans campaign budget based on the goals;
• reads advertising performance reports and makes decisions based on them;
• avoids the most common beginner mistakes that throw money to the wind;
• knows which factors play a role in search engine visibility and optimizes website media;
• analyzes the state of your website and finds deficiencies;
• knows how to build a page so that it is in the best possible position in search engines;
• knows how to identify the mobile friendliness of a website and what needs to be done to develop it;
• analyzes keywords and knows the necessary tools and knows how to build links;
• can create and plan content that is SEO and reader friendly;
• knows various terms such as Bounce rate, CPC, Conversion rate;
• sets up measurement of key activities on the website and creates a persona for the target group;
• creates different target groups and sends them to the Google advertising platform;
• knows how to use different settings in the Google Analytics account and how to choose the most suitable ones;
• reads and prepares campaign reports and evaluates the success of the campaign;
• finds places on the website that need improvement by looking at various reports.

Training completion requirements: The achievement of learning outcomes will be assessed through independent practical work. At the end of the training, the training center issues a certificate or a document of participation to those who have completed the training. A certificate will be issued if the participant has completed at least 80% of the training curriculum and met other requirements specified in the training plan (e.g., exam, assessment, practical work, etc.). A document of participation will be issued to individuals who have attended the supplementary training or if the achievement of learning outcomes was not assessed during the training, or if the individual did not achieve all the required learning outcomes to complete the curriculum.

Training price includes:

• the training center provides a prepared workstation with the necessary hardware and software in the classroom. For participants attending the training in the online environment, remote access to the required software is provided if needed;
• study materials (pdf format);
• the training is delivered by an instructor who holds at least level 5 of an adult educator qualification and has relevant work experience in the respective field;
• opportunity to receive post-training consultation from the instructor via email regarding the topics covered during the training.

We also offer:

• free repeat training if you feel that any skill needs further improvement or if you had to interrupt the training due to reasons beyond your control;
• hot beverages with cookies;
• lunch on each training day;
• free parking (please register your parking with our office manager upon arrival for the training on each training day).

Continuing Education Curriculum Group: marketing and advertising