Digital Marketing
Short Courses

Improve your skills with our free Digital Marketing short courses.

Abertay University has four free credit-bearing courses to help individuals develop their digital marketing abilities, and support businesses. They are delivered online and include live teaching sessions.

Learn about a key area of marketing where there is a definite skills gap. One set to become even more important in the new digital way of working post pandemic. 

These skills are in short supply. Organisations and businesses everywhere need better digital marketers. Our short courses aim to give you essential digital marketing skills valued across all sectors of business. They are:

  • Digital Marketing Audit - auditing digital marketing environments.

  • Digital Marketing Toolkit - creating successful digital marketing campaigns.

  • Digital Marketing Strategy - developing creative and effective digital strategies.

  • Digital Marketing Metrics - analysing digital data and metrics.

 

Who Are These Courses For?

If you are working, furloughed, self-employed or not currently employed, you can take these courses. They are designed to help upskill you in your current job, prepare you to take on new responsibilities or in your search for a new career.

Anyone with an interest in gaining new digital marketing skills can sign up. All it takes is the enthusiasm and commitment to complete all four courses.

There are no academic entry requirements, but you must be living in Scotland. Unfortunately these courses are NOT open for current college or university students.

Course Delivery

Each short course runs over two weeks, during which there are four live teaching sessions.  Don't worry if you have work or other commitments that prevent you from attending the live sessions as recordings will be made available to access in your own time.

The courses are a mix of video and live interactive learning, practical activities and self-study. Assessment is by quiz. You will be taught by experts from Abertay's Business School. Expect to invest 50 hours of learning spread over the two weeks. 

A reliable internet connection is essential.

How They Work

The courses build on each other to create a complete digital marketing skillset. They are designed to be taken in sequence. Applicants are expected to complete all four courses.

Book Now

Bookings are now open for the Digital Marketing Audit and Digital Marketing Toolkit courses which start in October 2020. See below to book your place.

The other courses in the series, Digital Marketing Strategy and Digital Marketing Metrics, will also run later this year at a date to be confirmed.

Qualifications

If you successfully complete all four courses, you will have 20 credits in the Scottish Credit and Qualifications Framework (SCQF). The SCQF supports all learners in Scotland for all levels of qualifications. 

You will also have the opportunity to take two more short courses in Digital Business and Managing Transformational Change, giving you 20 credits for each course.  

 

These courses are fully funded by the Scottish Funding Council so we can offer them free to applicants. See below for more information about each course and to book or register interest.

Digital Marketing Audit

Applications  now open for course start 5 October 2020. Scroll down to book.

Course Content

5 SCQF credits | level 8

Explore the digital environment and learn about the foundations of digital marketing.

This short course introduces you to the function and role of digital marketing within an organisation. You will learn how organisations create digital marketing strategies. Explore strategies for auditing company performance on digital media, and understand the behaviours and requirements of the digital consumer. 

Topics include:

  • Introduction to Digital Marketing.

  • The Digital Marketing Environment.

  • Conducting a Digital Audit.

  • Understanding the Digital Consumer.

 

Course Structure

Note all live sessions will be recorded and made available in the course content if you are unable to join them at the given times.

Week 1

Monday, 5 October

  • 4.00pm-4.30pm. Live launch and Week 1 content goes live. Live session with course tutor who will introduce you to the course content and guide you how to engage with it.

  • Two hours of audio-visual content - engage at your own rate before Thursday's live seminar.

Thursday, 8 October

  • 4.00pm–5.00pm. Live seminar with course tutor.

  • Practical activity for 1.5 hours – work independently.

Rest of week 1

  • Independent study for the rest of the week.

Week 2

Monday, 12 October

  • 4.00pm-5.00pm. Live clinic and Week 2 content goes live. Live clinic with course tutor and time for questions.

  • Two hours of audio-visual content - engage at your own rate before Thursday's live seminar.

Thursday, 15 October

  • 4.00pm–5.00pm. Live seminar. Live, interactive session with course tutor.

  • Practical activity for 1.5 hours – work independently

Rest of week 2

  • Independent study for rest of week

Assessment by quiz

  • Complete quiz anytime from 15-22 October

END OF COURSE 

BOOK NOW

Digital Marketing Toolkit

Applications now open for course start 26 October. Scroll down to book.

Course Content

5 SCQF credits | level 8

Learn about the digital tools that support marketing and communications requirements.

This short course covers how to select and manage the appropriate tools for digital marketing. Develop new skills in content creation, social media marketing and search engine optimisation (SEO).

Topics include:

  • Social Media Marketing

  • Mobile Marketing

  • SEO, Email and Content Marketing

  • Online Advertising

Course Structure

Note all live sessions will be recorded and made available in the course content if you are unable to join them at the given times.

Week 1 

Monday, 26 October

  • 4.00pm-4.30pm. Live launch and Week 1 content goes live. Live session with course tutor who will introduce you  to the course content and guide you how to engage with it.

  • Two hours of audio-visual content - engage at your own rate before Thursday's live seminar.

Thursday, 29 October

  • 4.00pm-5.00pm. Live seminar with with course tutor.

  • Practical activity for 1.5 hours – work independently.

Rest of week 1

  • Independent study for the rest of the week.

Week 2

Monday, 2 November

  • 4.00pm-5.00pm. Live clinic and  Week 2 content goes live. Live clinic with course tutor and time for questions.

  • Two hours of audio-visual content - engage at your own rate before Thursday's live seminar.

Thursday, 5 November

  • 4.00pm-5.00pm. Live clinic.Live, interactive clinic with course tutor.

  • Practical activity for 1.5 hours – work independently.

Rest of week 2

  • Independent study for rest of week.

Assessment by quiz

  • Complete quiz anytime from 5-12 November.

COURSE FINISHES

BOOK NOW

Digital Marketing Strategy

Course not yet open for booking. Scroll down to register interest.

5 SCQF credits | level 8

Learn the basics and understand how effective digital marketing strategies are created.

This short course introduces you to the creative and strategic processes that support effective digital marketing. Examine the media and tools used for creating digital marketing campaigns, and how to position digital marketing within the overall marketing strategy.

Topics include:

  • The Planning Process

  • Media and Tools Planning

  • Digital Marketing Communications Campaigns

 

REGISTER INTEREST

Digital Marketing Metrics

Course not yet open for booking. Scroll down to register interest.

5 SCQF credits | level 8

Learn the basics of digital analytics, and how to measure the success of digital marketing campaigns.

This short course equips you with the skills needed to monitor digital campaigns, and how to use those insights to make critical business decisions.

Topics include:

  • Digital Campaign Tracking

  • Metrics and Analytics

  • Creating Reports

  • Data-Driven Decision-Making

 

REGISTER INTEREST