Award in Concepts and Practices of Digital Marketing

The Award in Concepts and Practices of Digital Marketing & Social Media is an EQF/MQF Level 5 course accredited with 8 ECTS credits. The course will provide tools and necessary knowledge and the skill in eCommerce practices which would help grow a business. It is based on current best practices, which we ourselves apply in the consultancy roles in applying management practices in different organisations. Particularly, the course deals with the core concepts of Digital Marketing & Social media, data analytics, setting-up a digital strategy and customer traffic. The course is delivered fully online over a period of 6 weeks.

Sessions Covered:

• Session 1 – Introduction to Digital Marketing
• Session 2 – Big Data & Business Intelligence
• Session 3 – Business & Data Analytics
• Session 4 – Overview of Google Analytics
• Session 5 – Setting up Digital Marketing Strategy
• Session 6 – Developing a Digital Marketing plan
• Session 7 – Customer Groups
• Session 8 – Increasing Conversion rate
• Session 9 – Digital media channels
• Session 10 – Driving customer traffic
• Session 11 – Affiliate marketing
• Session 12 – Email marketing

Hours of Total Learning for this module:

• Contact Hours: 42
• Self-Study Hours: 144
• Assessment Hours: 14
• Total Learning Hours: 200

Learning Outcomes:

At the end of the module/unit the learner will have acquired the following skills:

1. Apply knowledge of digital marketing to satisfy local and international online market entry requirements.
2. Describe e-business concepts and value creation to analyse e-business models. Use appropriate concept of e-business models in digital marketing.
3. Identify digital and social media campaigns to fit in the existing marketing strategy.
4. Describe theories of B2C and B2B buying behaviour in the decision-making process in an online environment.
5. Identify the various analytical tools for evaluation of achievement marketing campaign goals.

Each module will be assessed based on the following components:

1. Quality of Contributions in Forums: 30%
   • Evaluation of participation and the quality of insights shared in online discussion forums.
2. Quality of Contributions in Tutorials: 20%
   • Assessment of engagement and contributions during tutorial sessions.
3. Research-Based Assignments: 50%
   • Completion and quality of research-based assignments that demonstrate understanding and application of the course material.

Passing Criteria:

• Students must achieve an aggregate of 50% or higher across the three components to pass each module.

Scholarship Schemes for Maltese residents:

• MySkills Scheme: Malta residents are eligible for up to 80% reimbursement, capped at €5,000, subject to eligibility criteria. International students would be able to apply for the MySkills Scheme once they obtain their Student Temporary Residence Card (TRC). (For individual modules only)
• Get Qualified Scheme ( Scheme available for Maltese residents ) – 70% refund of course fee as a tax rebate