Certified Digital Marketing Professional

The Certified Digital Marketing Professional course is ideal for anyone involved in the planning, implementation or measurement of digital strategies – or anyone who would like to pursue a career in this area.

Target group and Prerequisites

The Certified Digital Marketing Professional course is aimed at:

What’s included

• 5 days / 30 hours of classroom training
• Delivered by industry experts
• Access to CMM portal, with presentation slides and reference documents
• 24 weeks access to the recorded video lessons
• Online exam preparation (quizzes and practical exercises)
• Certification Exam / Industry leading certification
• 30 NIMA PE points
• 12 month DMI Membership: access digital tool kits, hundreds of practical resources, five complementary additional short courses & webinar series

What will you learn

By earning this certification, you will be able to:

• Increase your website’s visibility through Search Engine Optimization (SEO) techniques
• Drive qualified traffic to your website through Pay-Per-Click (PPC) advertising
• Execute digital display campaigns
• Capture, segment and manage subscribers to plan and execute a successful email marketing campaign
• Use suitable social media channels to grow and engage an audience
• Measure and optimize social media campaigns
• Leverage mobile marketing for its micro-targeting advantages
• Analyze and optimize your overall digital marketing activity
• Create a formal digital marketing plan for your business

Digital Marketing Institute

Our diploma is a global-standard qualification that will benefit you no matter where your career takes you. This training is designed by the Digital Marketing Institute in Ireland.

The Digital Marketing Institute is the global certification standard for digital marketing, certifying digital professionals in over 60 countries and 5 continents across the globe. They have certified more professionals to a single digital education standard than any other certification body.

Gold Partnership

CMM is very happy to announce that it has been awarded Gold Partnership status, from the Digital Marketing Institute. We will join 2 other educational institutes with this qualification. One of 3 worldwide.

This Gold status has been based on:

• Student Satisfaction
• Certification Rate of our students
• Number of courses per year
• Facility Rating
• Certification of lecturers

To all of our previously certified students, thank you for assisting us with this level of excellence.

European Qualifications Framework

The Certified Digital Marketing Professional course has been credit rated by SQA at Level 8 on the Scottish Credit and Qualifications Framework (SCQF). SCQF level 8 corresponds to level 5 (HBO) on the European Qualifications Framework (EQF).

We have specifically structured the curriculum to focus on current trends and best practices in Digital Marketing. As well as creating innovative strategies, you will also learn how to leverage these strategies to gain competitive advantage for both your business and career.

1. Digital Marketing Foundations

This module will enable you to conduct digital research, set business objectives for a digital marketing campaign and to prepare the foundations for developing a targeted a digital
marketing strategy. Upon completion of this model, you will be able to:

1. Identify the core principles and purposes of digital marketing
2. Develop clear and actionable objectives for a digital marketing plan
3. Use digital research and social listening to gain insights into your competitors, audience and industry
4. Recognize how teamwork and various roles in teams contribute to your digital marketing strategy objectives
5. Use the PROPEL model as the framework for planning a digital marketing strategy

2. Content Marketing

This module will enable you to develop the knowledge and skills to plan and execute a content marketing strategy in a persona-oriented, data-driven way – informed by business objectives, aligned with the buyer journey and your overall marketing strategy. Upon completion of this module, you will be able to:

1. Understand the fundamentals of content marketing and its position within the overall digital marketing strategy
2. Initiate a content marketing strategy and establish effective workflows
3. Create and curate compelling and innovative content
4. Extend the value of your content through repurposing and use scheduling tools and promotion methods to effectively distribute content across a variety of platforms
5. Measure your content marketing return on investment by assessing cost, utilization and performance and analyzing key metrics

3. Social Media Marketing

This module enables you to apply social media concepts and best practices to both organic and paid marketing activities on key platforms in order to run successful campaigns that yield ROI and meet business objectives. Upon completion of this module, you will be able to:

1. Recognize the fundamental principles of social media marketing during the development of a digital marketing strategy
2. Identify the core features, tools and guidelines for setting up, optimizing and organically posting on Facebook, Twitter, LinkedIn, Instagram and Snapchat
3. Build, manage and sustain an active community on social media platforms
4. Apply paid campaign concepts to inform the development of a social media marketing strategy
5. Create and report on Facebook, Twitter, LinkedIn, Instagram and Snapchat ad campaigns using advanced and paid advertising tools

4. Search Engine Optimization (SEO)

This module will enable you to build an organic search marketing strategy that brings the right kind of visitors to your website. You will learn how to boost online conversions, stand out in today’s fiercely competitive online marketplace and ensure the best possible ROI. Upon completion of this module you, will be able to:

1. Understand the fundamentals of SEO and how it differs from paid search
2. Set business, SEO and website objectives to drive website traffic, build product awareness and generate leads
3. Build an SEO content plan based on strategic keyword and competitive research
4. Boost your website’s organic search ranking using on-page, off-page and technical elements
5. Measure the success of overall SEO efforts

5. Paid Search and Google Ads

This module will enable you to develop the knowledge and skills to implement and manage paid search campaigns. You will learn how to create Google AdWords campaigns, manage budgets, and report on their performance. Upon completion of this module, you will be able to:

1. Understand the fundamentals of paid search and how it differs from organic search
2. Use Google AdWords to launch a successful paid search campaign
3. Manage a paid search campaign
4. Measure the effectiveness of paid search campaigns by generating detailed reports

6. Display and Video Advertising

This module will equip you with the technical understanding and skills to build and maintain an effective Display & Video advertising strategy. You will learn how to setup and manage Display & Video campaigns, create Display & Video ads to run on the Google Display Network and YouTube, apply targeting to your ads, and then analyze their effectiveness by pulling detailed reports in Google AdWords and Google Analytics which measure the most important metrics. Upon completion of this module, you will be able to:

1. Understand the fundamental concepts of Display & Video advertising and its role in an advertiser’s marketing strategy
2. Create a YouTube channel and manage video content
3. Identify ad formats available on the Google Display Network and YouTube
4. Use Google AdWords to create campaigns and ads for the Google Display Network and YouTube
5. Add targeting, re-marketing and a bidding strategy to your Display & Video campaigns
6. Measure results and optimize Display & Video campaigns

7. Email Marketing

This module will teach you the fundamentals of email marketing and how to strategize your email delivery plan to test, optimize and report on the performance of your email marketing campaign. You will also explore the techniques, processes and value of using marketing automation alongside email marketing campaigns. Upon completion of this module, you will be able to:

1. Understand the fundamentals of email marketing and how permissions, mobile, the buyers journey and the marketing life cycle are important considerations for your digital marketing strategy
2. Apply the core principles, techniques and actions for developing an effective and high performing email marketing strategy
3. Design balanced and effective emails to deliver a message that generates leads, retains customers and inspires evangelists
4. Use best practice for creating and delivering an email campaign
5. Use email tests, metrics, statistics, and best practices to report on and optimize and email marketing campaign
6. Explore the techniques, process and value of using marketing automation

8. Website Optimization

This module will teach you how to build and publish a well-designed, high performing and optimized website that is aligned to your business goals. Upon completion of this module, you will be able to:

1. Understand the key components of effective web design and the importance of website optimization to your overall digital marketing strategy
2. Choose a website hosting option and design, build, and publish a basic website using WordPress
3. Identify the principles of good web design and how to attract potential customers using effective content and copy
4. Optimize website performance and usability using user-centered design principles and processes
5. Use your website for insight, tracking, measurement and data capture

9. Analysis and Google Analytics

This module will teach you the basic concepts of using analytics in digital marketing. From initial set-up to understanding reports, you will learn how to analyze statistics to gain an understanding
of the behavior of visitors and the performance of your website and campaigns. Upon completion of this module, you will be able to:

1. Recognize the fundamentals of web analytics that enable a digital marketer to draw actionable conclusions from data collected through a website or marketing channel
2. Create a Google Analytics account, integrated with your website, to glean insights about your website traffic and audience
3. Set goals for a business and website, and know how web analytics tools are used to help measure these goals
4. Differentiate between the reporting features available for monitoring a digital marketing campaign
5. Carry out an analysis and iteration of your digital marketing campaign by gleaning insights from conversions, reporting and reviewing your KPIs

10. Digital Marketing Strategy

This module uses the PROPEL planning model to teach you, in a step-by-step fashion, how to design complex, long-term digital marketing strategies that service both marketing and commercial objectives. Upon completion of this module you will be able to:

1. Identify the core components of a digital marketing strategy and the benefits of using a model to develop successful digital campaigns
2. Establish the foundations of a digital marketing strategy by identifying requirements, budgets and ownership
3. Use owned, accessed, desk, audience, competitor and social listening research to create a how-to guide for all digital marketing activities
4. Set objectives to establish clear and measurable KPIs
5. Prepare a strategic plan that incorporates overarching content, search and creative strategies
6. Develop a media plan and execute your digital marketing strategy
7. Consistently improve performance and gain insight through performance data analysis and team work

To complete the course and become a Certified Digital Marketing Professional, you will have to complete a computer-based examination.

The exam is included in the course price (students will receive a voucher) and can be scheduled at your own convenience at any Pearson VUE testing centre throughout the world.

Subsequent re-sits due to failed attempts will incur a fee of approximately € 70 or local currency equivalent payable directly to Pearson Vue when you book your repeat attempt.

Candidates must take the exam within 24 weeks of completing the course. We recommend students take the first exam 3-6 weeks after the completion of the course.

• Duration of the examination is 180 minutes. (It may take some candidates less than the allotted 3 hours to complete the examination)
• The examination consists of approximately 200 questions.
• In order to pass the examination, candidates must achieve 60% overall exam score. Candidates who failed the exam, can repeat it within their given exam eligibility period. Please note that there are maximum of 2 repeat exam attempts allowed (3 attempts in total).

To prepare for the certification exam students will receive access to:

• Presentation slides of all 10 modules
• Transcript with references for all modules
• Access to 40 walkthrough videos
• Links to online quizzes and the practise exam
• Glossary of Terms

After successful completion of the official exam, you will receive the Certified Digital Marketing Professional certificate.  

You will also get 30 NIMA PE points on the NIMA MyCareer portal if applicable.

This course has been credit rated by SQA at Level 8 on the Scottish Credit and Qualifications Framework (SCQF). SCQF level 8 corresponds to level 5 (HBO) on the European Qualifications Framework (EQF).

Keeping your certification up-to-date

Stay current. Stay relevant. Get connected with DMI Membership. Being a successful digital professional can be a challenge; keeping up with trends, driving effective campaigns, generating high-quality leads.

The membership platform of the Digital Marketing Institute offers you a way to do all of that in one place and this 12 month membership is included in the course fee.

Sign up for a course and you become a Member who is joining thousands of alumni who are already playing the digital game to win. Access resources, insights, digital smarts and real opportunities. You don’t just do a course, you get what you need to build a career.

Continuous Professional Development

When you gain a Digital Marketing Institute certification, you receive access to the Continuous Professional Development area. This extends and enhances the lifespan of your certification, by enabling you to participate in activities that will expand your knowledge and skillset. Examples include:

• Online short courses (to keep your certification up-to-date!)
• Toolkits
• eBooks
• Articles
• Case Studies
• Webinars
• Walkthrough videos

As part of your Membership you can take free online courses of DMI partners like Google, Facebook and Hubspot. Once you have completed a course, you can then claim up Study credits for each course you completed, so you can provide proof that your certification stays relevant.

Try Membership for free!

Please contact one of our study advisors to get 3 months free access to the DMI Power Membership, including 4 free course modules!