Graduates of the course, which is available through the ADMA website at $480 for ADMA members and $530 for non-members, become "ADMA-approved digital marketers". Topics covered in the course's eight modules include campaign objectives and strategy, buying and selling digital media, search, social media, campaign measurement and tracking.
"Not everyone needs to be a digital expert, but no professional today can function without being able to understand and deploy digital platforms and techniques," David Ketchum, ADMA chairman, told Campaign Asia-Pacific. "If your CMO is a traditional marketer, Digital Essentials will help him or her come to grips with digital terminology and usage, but it’s generally aimed more at marketing manager-level staff who are new to digital marketing or want to add skills to their employability."
The course material, developed in association with digital training provider Digital Chameleon, is tailored to Asia-Pacific, according to Ketchum, with relevant case studies and reference to the platforms, tools and techniques that work here.
The eight modules in the programme are:
• Digital overview: A snapshot of each of the topics covered
• Buying & selling digital media: Understanding the process and players
• Online audience measurement: Identifying ways to quantify online audiences
• Campaign objectives & strategy: Matching results to the brief
• Cnline display advertising: More than banners & buttons
• Search: The connector
• Social Media: From passive to active control
• Campaign measurement & tracking: Delivering on objectives
As an example, a synopsis of the module on buying and selling digital media states that the module "explores processes and players via hands-on exercises, experiential learning and collaboration on our social learning network". Staff who complete the module "will be ready to pitch commercial digital solutions to their customers because they will understand processes and best practice, how digital buying and selling works with and differs from other channels, and calculations behind online pricing", the synopsis states.
"The pacing is completely driven by the user, and since it is all online, Digital Essentials is available 24/7," Ketchum said. "Each module takes about 90 minutes if you work straight through."
For those who want more advanced training, the ADMA offers online degree and certificate courses in digital marketing in conjunction with the IDM (Institute of Direct Marketing).