Digital Marketing Overview for Sales Professionals.

Digital Marketing Overview for Sales Professionals

The way we work, live, and communicate has been changed by new digital technologies. This huge shift can pose challenges for a professional salesperson in their current role. APACSMA understands that progressing and advancing in your sales career is important to you.

That’s why we have designed a professional certification that can make a difference in your life. It can help you stand out from the crowd because it is industry-aligned, and it will highlight your capabilities, increase your credibility, spur upward mobility by transforming you into a digital marketing sales specialist.


Why You Need this Course

Digital marketing is a complex field. Successful sales professionals need to master so many aspects in order to create an effective digital marketing strategy. This course covers everything you need to know to get started using digital marketing to reach your goals and beyond. It covers everything in one course using a dynamic delivery platform.

This course teaches the following key components:

  • The basics principles and purposes of digital marketing.
  • Creating an optimized website and online presence.
  • Building a social media presence.
  • Using digital marketing for advertising.
  • Gathering and using analytics.
  • Developing a comprehensive digital marketing strategy.


There are ten modules in the program covering all aspects of digital marketing.
Module 1: Introduction to Digital Marketing

This module introduces the core principles and purposes of digital marketing. You will be able to clearly develop actionable business objectives for a digital marketing plan. It will allow you to gain audience and industry insight through digital research methods, and plan a fully-integrated digital marketing campaign that identifies the right targets and engages with the right customers.

Through this module, you will learn to differentiate between inbound and outbound marketing strategies and distinguish between types of digital media. You will also explore the difference between traditional and digital marketing and discover the benefits of using them in combination.

By the end of the module, you will be able to develop clear and actionable objectives for a digital marketing plan using SMART objectives. You will also be able to use digital research and social listening to gain insights into your competitors, audience, and industry.

Module 2: Search Engine Optimization [SEO]

The SEO module begins with the fundamentals of search engine optimization and how search engines work.

This module covers why it is vital to align SEO objectives with overarching business objectives. It also covers using keyword and competitor research to build a content plan that attracts and engages the right kind of visitors.

The module also explores boosting online conversions to help stand out in today’s fiercely competitive online marketplace and ensure the best possible Return on Investment (ROI).

Module 3: Paid Search [PPC] using Google Ads

This module begins with the fundamentals and benefits of paid search and demonstrates how to implement and manage Pay-Per Click (PPC) campaigns using Google Ads. You will learn the key concepts underpinning bid auctions, how to manage paid advertising budgets, and how to optimize paid search campaigns.

You’ll also learn about conversion tracking and how to measure and report on the performance of paid search campaigns using Google Analytics and Google Search Console.

Module 4: Content Marketing

This module introduces you to the key principles of content marketing and enables you to align content effectively with the buyer’s journey. You will gain the knowledge and skills required to plan and execute a content marketing strategy in a persona-oriented, data-driven way.

You’ll also learn about content creation and curation, including maximizing value using scheduling tools and promotion methods. The Content Marketing module concludes by examining the key metrics and tools for measuring the performance of a content marketing strategy.

Module 5: Email Marketing

This module begins by explaining the fundamentals of email marketing. Covering segmentation, timing, personalization and engagement, you will be equipped to create an effective email marketing strategy. You’ll also learn about the legislation and regulations surrounding data protection.

The module introduces key email marketing tools and techniques and explores subscriber lists and email design best practices.

It also comprehensively explores how to create, test, and optimize an email campaign that maximizes open and Click-Through-Rates (CTR) and provides an overview of the value provided by marketing automation tools.

By the end of this module, you will have a comprehensive understanding of all the elements involved in an email marketing strategy.

Module 6: Website Optimization

This module introduces key concepts underpinning effective website design and the purpose of website optimization.

You will learn to build and publish a simple, well-designed, and optimized website using WordPress that is aligned to specific business goals. Additionally, you will understand design principles and best practices for copy and A/B testing along with exploring User Experience and User Interface as part of user-centric design.

The Website Optimization module also covers how to use metrics to capture, track, and measure website activity.

Module 7: Social Media Marketing

This module for Social Media Marketing introduces the key platforms for digital marketing. It also demonstrates how to set up a social media marketing plan for a business. You will be able to identify the benefits of social media marketing and differentiate between the most influential networks and their advantages. As a result, you will understand the techniques and best practices for growing and engaging an audience and demonstrate how to create effective paid advertising campaigns on key social platforms. In addition, you will understand how to build, manage, and sustain an active social media community.

The module also covers how to extract and report on data from the platforms’ native analytics tools to derive deeper audience and campaign insights.

Module 8: Display and Video Advertising

This module begins with the fundamentals of display and video advertising to give you a baseline framework of how display and video advertising works. The module will also demonstrate what needs to be done in order to set up and manage a YouTube channel.

The module covers the current advertising formats available within Google Display Network and YouTube and covers the steps necessary to to set up campaigns and manage them.

You will also learn how to apply audience and contextual targeting, exclusions, remarketing, and bid adjustments to target display and video ads at the right audience.

By the end of the module, you will be able to identify the key metrics and tools to use to analyze and optimize the effectiveness of campaigns.

Module 9: Analytics using Google Analytics

The Analytics module covers the fundamentals of web analytics as well as best practices pertaining to data collection, consent, privacy and associated legal responsibilities. You will learn how to set up and configure Google Analytics and install tracking codes which will provide traffic and audience insights to optimize ad campaigns.

In this module, you will also explore setting campaign goals to analyze performance and customer conversion journeys.

At the end of the module, you will be able to use Google Analytics reports and features to monitor and analyze digital campaigns.

Module 10: Digital Marketing Strategy

The Digital Marketing Strategy module covers the basics of a digital marketing strategy identifies the core components that will make it effective. It will cover how to develop a successful budget plan and how to measure the ROI for digital activities. It demonstrates how to set clear and actionable objectives and measurable Key Performance Indicators (KPI’s) as well as the key research activities to undertake to guide channel selection and messaging. It also explains how to engage an audience and deliver on campaign goals by developing a creative strategy based on targeted research.

By the end of the module, you will know how to execute a digital marketing strategy supported by a channel plan, a paid media plan, a campaign action plan, and succinct strategy documentation.

Program Delivery

Available on a dynamic online learning environment known as the Class Network that allows you to do the following:

  • Access to HD video lectures with accompanying downloadable program material.
  • Access resources to further your knowledge which includes self-directed, practical exercises and recommended reading.
  • Access to discussion forums to interact with and learn from fellow students to progress through program material towards certification.

The Class Network also contains information on the exam, which you must be successfully completed to achieve certification.

24/7 access through your desktop or mobile device is available for The Class Network

You will be assigned a Program Manager who will be available to assist with any administrative related queries and support you during your course of study.

Certification Process

The assessment is based on a formal computer-based examination that will measure individuals’ knowledge and digital marketing proficiency following completion of the program.

The duration of the exam is 180 minutes.

A range of question formats will be used including Text-based Multiple Choice,  Image-based 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.

Understanding how digital marekting works gives sales professional a a competitive edge!

On obtaining the Certified Digital Marketing Professional certification, you will be able to:

  • Understand digital marketing and customer physchology
  • Role of Digital Marketing and Sales
  • Understand key concepts around visibility through Search Engine Optimization
  • Organic and Paid
  • Display
  • Capture, segment and manage email subscribers to plan and execute  successful email marketing campaigns
  • Use suitable social media channels for different business goals and objectives
  • Measure and optimize social media campaigns
  • Understand mobile marketing
  • Create formal digital marketing plan for business

Introduction to Digital Marketing


All prices quoted are in USD.

Earners of this Introduction to Digital Marketing certification will learn the concepts of digital marketing that includes an overview of digital concepts in marketing, understand key concepts around online, offline, organic and paid marketing, on-page and off-page strategies, identifying right social channels, concept of keywords, search, content basics, email marketing and basic return on marketing investment concepts.

Not sure if this is the right certification for you?

Contact us for a free consultation.


1 Step 1
APACSMA Singapore
Contact Us

We're not around right now. But you can send us an email and we'll get back to you within one business day.

Start typing and press Enter to search