Description
In this micro-credential, students will learn how to conduct professional digital marketing audits to evaluate an organisation’s online presence, brand touchpoints, marketing operations and overall digital performance. Students will develop practical skills in assessing websites, search engine visibility (SEO), social media engagement, digital content, brand consistency and online reputation. They will also learn how to audit Customer Relationship Management (CRM) systems, data management protocols, digital marketing policies, procedures and work instructions to ensure marketing activities are efficient, consistent and aligned with organisational objectives. Particular attention will be given to reviewing external marketing agency agreements, evaluating marketing team members’ Key Performance Indicators (KPIs), and assessing the effectiveness of internal and outsourced marketing activities. Students will use Artificial Intelligence (AI) and digital analytics tools to analyse customer behaviour, identify operational inefficiencies, evaluate marketing performance and benchmark competitors. Based on their audit findings, students will develop strategic recommendations to strengthen digital governance, improve customer experiences, optimise marketing investments and enhance business performance. These recommendations may include proposing a digital transformation project to modernise the organisation’s marketing technologies, processes and capabilities. This micro-credential contributes towards the completion of relevant SOD programs in Digital Marketing.
