Digital Marketing for Sales Professionals

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.


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

This module introduces the core principles and purpose of digital marketing. It will enable you to develop clear and actionable business objectives for a digital marketing plan, gain audience and industry insight by conducting digital research, and to prepare the foundations for a fully integrated 360 campaign by connecting effectively with your customers and targets.

Through this module you will be able to differentiate between inbound and outbound marketing strategies and distinguish between examples of digital media. It will also explore the difference between traditional and digital marketing helping you realize the benefits of using them in combination.

At the end of the module, you will know how to develop clear and actionable objectives for a digital marketing plan using SMART objectives and 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.

It explains why it is vital to align SEO objectives with overarching business objectives and how to use keyword and competitor research to build a content plan that attracts and engages the right kind of visitors.

The module also explores how to boost 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 of paid search and it’s benefits and demonstrates how to implement and manage Pay-Per Click (PPC) campaigns using Google Ads. Through the Paid Search Module, you will understand the key concepts underpinning bid auctions, how to manage paid advertising
budgets, and how to optimize paid search campaigns.

It also covers 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 to  enable you to align content effectively with the buyer journey. You will explore the knowledge and skills required to plan and execute a content marketing strategy in a persona-oriented, data-driven way.

It also covers content creation and curation, along with how to extend its 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

The Email Marketing module begins with the fundamentals of email marketing and how the concepts of segmentation, personalization, timing, and  engagement along with the legislation and regulations surrounding data protection underpin an effective email marketing strategy.

The module introduces key email marketing tools and techniques and explores subscriber list 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.

It will enable you 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 to develop deeper insights.

Module 7: Social Media Marketing

The Social Media module introduces the key platforms for digital marketing and demonstrates how to set up a social media experience 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

The Display and Video Advertising module begins with the fundamentals of display and video advertising and demonstrates how to set up and manage a YouTube channel.

It covers the ad formats available within Google Display Network and YouTube and shows you how to set up and manage campaigns.

You will also understand 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 begins with the fundamentals of web analytics and the
associated legal responsibilities and best practices concerning data collection, consent, and privacy that enable a digital marketer to draw actionable conclusions from website or marketing channel data. It demonstrates how to setup and configure Google Analytics and install tracking codes to glean insights about traffic and audience.

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 identifies the core components of an effective digital marketing strategy and explains how to develop a successful budget plan and 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 develop a creative strategy based on campaign research to engage an audience and deliver on campaign goals.

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, the below will be made available through your online learning journey:

Access to HD video lectures with accompanying downloadable program material.

Access resources to help you with your studies including self-directed  practical exercises and recommended reading.

Your Program Manager is available to support you during your study and assist with any administrative related queries.

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 complete successfully to achieve certification.

The Class Network can be accessed 24/7 through your desktop or mobile device.

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 different question formats are 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.

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