CDMP – Certified Digital Marketing Professional

Digital technologies have changed the way we work, live and communicate. We know this huge shift can pose challenges for your current role. We understand that advancing and progressing your future career is important to you.
That’s why we have designed a professional certification that can make a difference in your life. Industry aligned, it can help you stand out from the crowd and highlight your capabilities. It can boost your credibility. It can transform you into a specialist in your field.


With 18,000 certified professionals across 100 countries, the Digital Marketing Institute sets the global standard in digital marketing and selling. We provide a certification that is designed by experts, to create experts.


Become a leader in your industry by becoming a certified digital marketing professional.


Your digital future awaits.


The Coursework:

There are ten modules in the program that cover in detail all of the
disciplines involved in best practice digital marketing:
Module 1: Introduction to Digital Marketing
The Introduction to Digital Marketing explores how to harness the power of digital within the context of your organization’s marketing strategy. You will gain a fundamental understanding of the core principles of digital marketing, and be able to distinguish between traditional and digital techniques.


This module will provide you with an understanding of what is involved in creating and implementing effective digital marketing campaigns.
It also introduces the foundational aspects of digital marketing and covers areas including: search, digital display, email marketing, social media and mobile marketing, as well as analytics.


You will understand how to develop an integrated and effective digital marketing plan that incorporates these various specialisms. In addition, you will know how to conduct ongoing analysis and measurement in order to manage and evaluate your digital marketing efforts and budgets.
Module 2: Search Marketing: SEO
The Search Marketing: SEO module will help you to understand the concept of Search Engine Optimization and how you can leverage key techniques to improve your website’s organic ranking on search engine results pages (SERPS) to drive more traffic.


It also covers key terminology and technical insights necessary to cultivate an effective SEO strategy.


You will explore keyword research and the process of selecting suitable keywords for your website, as well as other types of optimization for online content. You will understand how to create and include effective content and use meta-tags throughout your website.


The module will also explore how websites are viewed and evaluated by search engine spiders, and how to speed up the indexation process. You’ll learn about a range of specialist tools that are available to help common search engines find, view and rate websites.


The module will also cover off-page elements of optimization including inbound linking and techniques that can boost a website’s inbound link popularity. You will recognize how SEO is content-driven, and understand the importance of creating fresh, relevant and original content to enhance your ranking.


This SEO module will enable you to monitor and manage your SEO activity by setting a baseline and regularly measuring activity against your pre-determined goals.
Module 3: Search Marketing: SEO
The Search Marketing: PPC module will teach you about the importance of Pay- Per-Click Advertising, and how it can be used to effectively drive quality traffic to your website, as well as the accompanying terminology and technical skills.


During the module, you will understand how to set up a Google AdWords account and develop an AdWords campaign through three key elements: keyword research, ad copy and landing pages. The module also addresses AdWords campaign settings and ongoing campaign management.


You will be able to conduct keyword research and know the range of specialist tools that are available to help run and administer effective PPC campaigns in order to maximize your advertising spend. This will enable you to analyze current search marketing activity and tailor and target campaigns to enhance engagement rates.


You will recognize the features of effective, optimized ads and develop skills in writing compelling and targeted ad copy.


Finally, this module ensures you know how to set and manage budgets for AdWords campaigns and measure and analyze their effectiveness through the generation of detailed reports.
Module 4: Digital Display Advertising (DDA)
The Digital Display Advertising module will help you to create and implement effective digital display advertising campaigns. It covers the core concepts and terminology associated with digital display advertising as well as key campaign aspects including: ad formats, campaign setup and planning, target audience definition and publisher selection, campaign administration, budgeting (including different pricing metrics), measurement and optimization.


The module will reference different display advertising campaigns, and use a wide range of ad campaign examples showcasing strong ad creatives to demonstrate how different formats can be applied and published.


You will learn about the wide range of display ad formats and how to carefully choose the most appropriate one/s for your target audience segments.


In addition, you will know how to develop clear objectives, deploy a campaign and then measure and optimize your campaign based on analytics. You will also be able to research and use a range of campaign publishers.
Module 5: Email Marketing
The Email Marketing module will enable you to construct and deliver an effective email marketing campaign. The module will cover the four foundational aspects of email marketing: data capture and subscriber segmentation, email design and content, email delivery, and measurement and reporting.


This module will enable you to plan a marketing segmentation strategy for your target audience and identify aspects of effective email design in terms of user-centric content, coherent layout and an attractive aesthetic. You will also understand how to grow and manage a subscriber database, and the unique features of Email Service Providers and software solutions.


With knowledge of split testing, you will be able to use key metrics to report on the effectiveness of your campaigns, including open rates, Click-Through-Rates (CTR), unsubscribes and bounces. You will also know how to monitor and evaluate email marketing analytics.
Module 6: Social Media Marketing (Part 1)
The Social Media Marketing (Part 1) module covers the key concepts and terminology used in social media marketing and its primary platforms including Facebook, Instagram, Twitter, Periscope and LinkedIn.


This module will help you set up and prepare social media marketing initiatives. It covers defining goals and setting Key Performance Indicators (KPIs) for your social media campaigns and explores a range of core social media platforms.


You will understand how to develop the knowledge and skills to effectively engage with customers across a diverse range of social media platforms. This will help you appreciate current trends and innovations in the social media space, and spot opportunities to convert the “always connected” social consumer.


Finally, this module will ensure you can recognize the suitability of different social platforms for your objectives so you can select and prioritize those that align with different goals for your organization, customers, products and services. You will recognize that different social media communication styles may apply for different target audiences and be able to implement them appropriately.
Module 7: Social Media Marketing (Part 2)
The Social Media Marketing (Part 2) module will help you develop the skills needed to implement the full range of social media tools and platforms to cultivate and sustain relationships with customers.


It builds upon Social Media Marketing (Part 1) and expands upon the topics and platforms introduced. In this module, you will understand the challenges involved in implementing an effective social media strategy for your business, especially when using paid advertising options.


You will cover some supplementary social media channels such as YouTube, Google+ and Pinterest and learn the importance of these for achieving specific social media goals. Using advanced features including individual native analytics platforms, such as Facebook Insights and Twitter Analytics will also be covered. This will allow you to become familiar with how to schedule, manage and report on your campaigns and social media activity.


Finally, you will be able to measure and optimize your social media campaigns and be aware of the relevant privacy laws in this area.
Module 8: Mobile Marketing
The Mobile Marketing module will help you create and deliver effective mobile marketing campaigns. You will cover the key concepts that underpin mobile  marketing, and understand the value of immediacy, mobility and personalization within any mobile marketing activity. You will also understand the importance and key components of a mobile-optimized website.


This module will enable you to recognize the key attributes of effective mobile apps and take the 7 necessary steps to create one that is effective. You will explore mobile search, its differences and similarities to desktop search and the role of AdWords in mobile search.


By understanding the necessary knowledge and skills, you will know how to utilize the power of mobile technologies as a way to access increasingly mobile consumers.


You will look at the emergent trends within the mobile space and recognize the opportunities to convert “always on” mobile users, and interact effectively with specific audiences based on context and location.


In addition, you will explore mobile advertising and the range of technologies that are available to help engage with consumers such as SMS, NFC, mobile sites, apps and Bluetooth. You will also recognize the importance of suitable campaign messaging, and the need to validate marketing activity with campaign trials, reviews and ongoing analytics and measurement.
Module 9: Analytics
The Analytics module will help you develop the knowledge and skills required to measure, monitor and optimize your digital marketing activity. This will equip you with the technical understanding and insights to build an online reporting structure for your business.


In order to monitor and measure online traffic, you will know the range of specialist tools on offer. You will also explore the  business benefits of using analytics tools as a standard.


This module will teach you to set up accounts, views and permissions and apply analytics tracking across your website(s).


You will understand the importance of aligning business KPIs with your analytics goal configuration and learn how to utilize the features of Google Analytics to develop a detailed profile of your target audience (location, demographics, technology, devices, and interests).


You will be able to assess the effectiveness of a website in terms of its technical performance and speed and measure levels of user engagement and conversion by tracking activities such as downloads, video views, purchases and registrations etc.


Finally, you will be able to output a range of standard reports from analytics such as visitors, traffic, content, goals, e-commerce, AdWords and event tracking. You will be capable of creating and scheduling customized reports as and when required.
Module 10: Strategy & Planning
The Strategy and Planning module provides the skills to create a formal digital marketing plan for your organization, enabling you to work effectively with a digital agency or external contractors as required, and establish an approach that will allow you to implement a successful digital marketing strategy.


This module is based on the Digital Marketing Institute methodology, which consists of a process based on three distinct parts:


Initiate includes a situation analysis exercise, a formal information gathering process, and an audience definition exercise.


Iterate develops a set of clear and meaningful objectives for the digital marketing plan. An action plan is developed to provide a coherent project structure, including milestones, deliverables and resources.


Integrate emphasizes the importance of an iterative process of monitoring, analysis and enhancement based on the performance of digital marketing activities and campaigns.


This module brings together all the strands of the Professional Certification in Digital Marketing to create a coherent digital marketing plan based on our proven planning methodology and process.
Certification Process

Certification is achieved by the successful completion of a computer based examination. The exam is designed to measure individuals’ knowledge and digital strategy & planning proficiency following their completion of the program.

The duration of the exam is 180 minutes.

A range of different question formats are used including Text based Multiple Choice;  Imagebased Multiple Choice, Matching and Hot Spot questions.

Candidates need to achieve a minimum of 60% to pass the exam.

Our computer-based examinations are delivered through the Pearson VUE test center network which comprises over 5,200 centers in 180 countries. We choose to deliver our exams through Pearson VUE as it provides students with a quality, consistent examination, no matter where they are in the world.

Become a Certified Digital Marketing Professional
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Interested in learning more?

Already made up your mind?

 Did you know that 81% of graduates have been promoted since completing our digital selling course?

  • 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 email subscribers so you know how to to plan and execute a successful email marketing campaign
  • Use suitable social media channels for different business goals and objectives
  • Measure and optimize your 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

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Certified Digital Marketing Professional


All prices quoted are in USD.

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