2 YR ORDINARY DIPLOMA IN DIGITAL MARKETING AND E-COMMERCE

Course Duration: 2 Years (4 semesters, including holidays and attachment)
Course Fee: 30,000 Kenyan Shillings per semester (each semester takes 3 months)

Course Overview:

This course focuses on digital marketing strategies and e-commerce practices, equipping students with skills in online marketing, social media management, and digital business operations.

Year 1

Semester 1: Introduction to Digital Marketing

• Week 1-2: Fundamentals of Marketing

• • Introduction to Marketing Concepts
  • Marketing Mix (4Ps)
  • Digital vs Traditional Marketing
  • Setting Marketing Objectives

• Week 3-6: Digital Marketing Foundations

• • Overview of Digital Marketing
  • Digital Marketing Channels (SEO, SEM, Email Marketing)
  • Content Marketing Strategies
  • Practical Exercises

• Week 7-10: Social Media Marketing

• • Social Media Platforms and Strategies
  • Social Media Advertising
  • Community Engagement and Management
  • Mini Project

• Week 11-14: Web Analytics

• • Introduction to Web Analytics Tools
  • Data Analysis for Marketing Insights
  • Conversion Rate Optimization (CRO)
  • Practical Exercises

• Week 15-16: Semester Review and Assessment

• • Review of Key Concepts
  • Practice Problems
  • Mid-Semester Exam

Semester 2: E-Commerce Fundamentals

• Week 1-4: Introduction to E-Commerce

• • Overview of E-Commerce Concepts
  • E-Commerce Models (B2B, B2C, C2C)
  • E-Commerce Platforms and Technologies
  • Practical Exercises

• Week 5-8: E-Commerce Website Development

• • Building and Managing E-Commerce Websites
  • Payment Gateways and Security
  • User Experience (UX) Design for E-Commerce
  • Mini Project

• Week 9-12: Digital Advertising and Campaign Management

• • Online Advertising Strategies (PPC, Display Ads)
  • Campaign Planning and Execution
  • Budgeting and ROI Measurement
  • Practical Exercises

• Week 13-14: Customer Relationship Management (CRM)

• • CRM Strategies and Tools
  • Customer Segmentation and Targeting
  • Building Customer Loyalty Programs
  • Practical Exercises

• Week 15-16: Semester Review and Assessment

• • Review of Key Concepts
  • Practice Problems
  • End-of-Semester Exam

Year 2

Semester 3: Advanced Digital Marketing Strategies

• Week 1-4: Advanced SEO and SEM

• • SEO Techniques and Optimization
  • SEM Strategies (Google Ads, Bing Ads)
  • Local SEO and International SEO
  • Practical Exercises

• Week 5-8: Content Marketing and Strategy

• • Content Creation and Distribution
  • Video Marketing and Podcasting
  • Influencer Marketing
  • Mini Project

• Week 9-12: Social Media Analytics and Strategy

• • Social Media Metrics and Analytics Tools
  • Social Listening and Sentiment Analysis
  • Developing Social Media Strategies
  • Practical Exercises

• Week 13-14: Mobile Marketing

• • Mobile Marketing Strategies
  • App Marketing and ASO (App Store Optimization)
  • Location-Based Marketing
  • Practical Exercises

• Week 15-16: Semester Review and Assessment

• • Review of Key Concepts
  • Practice Problems
  • Mid-Semester Exam

Semester 4: Capstone Project and Industry Applications

• Week 1-4: Capstone Project

• • Project Planning and Design
  • Implementation of Digital Marketing Strategies
  • Testing and Evaluation
  • Final Presentation and Evaluation

• Week 5-8: Industry Attachment

• • Attachment in Digital Marketing Roles
  • Applying Skills in Real-World Campaigns
  • Industry Best Practices
  • Practical Experience

• Week 9-12: Professional Development

• • Career Pathways in Digital Marketing
  • Building a Professional Portfolio
  • Networking and Career Development
  • Practical Exercises

• Week 13-16: Course Review and Final Exam

• • Comprehensive Course Review
  • Practice Problems
  • Final Exam

Attachment

Students will undertake an industry attachment to gain practical experience in digital marketing and e-commerce practices. This attachment period allows students to apply their knowledge in real-world marketing campaigns and digital business operations.

Certification

Upon successful completion of the course, students will receive an "Ordinary Diploma in Digital Marketing and E-Commerce" certificate, recognizing their expertise and skills in digital marketing strategies and e-commerce management.