22 credits · Self-paced
Digital Marketing
IAB and Google-aligned full-funnel digital marketing
Cover the modern digital marketing stack: SEO, content, paid search and social, email, analytics and CRO. Aligned to IAB Digital Marketing & Media Foundations and Google Digital Marketing certifications.
Curriculum
01Module 1 — Digital marketing landscape30 min+
Module 1 — Digital marketing landscape
Module of "Digital Marketing" — Phoenix Learning Cloud
Overview
This module gives you a rigorous, globally benchmarked treatment of Module 1 — Digital marketing landscape as it applies to Digital Marketing. Content is aligned to leading international standards and current industry practice (ISO, IEEE, PMBOK, CFA Institute, FATF, NIST, OECD, WHO, IFRS, GDPR, ITIL 4, CEFR and equivalent frameworks where relevant), and structured around Bloom's taxonomy so that you move from understanding to application, analysis and evaluation.
Learning Outcomes
By the end of this module you will be able to:
- Explain the core concepts, terminology and history underpinning Module 1 — Digital marketing landscape in the context of Digital Marketing.
- Apply recognised international frameworks, standards and best practices to real-world problems in this area.
- Analyse case studies drawn from Europe, North America, the Middle East, Africa and Asia-Pacific to identify what works, what fails, and why.
- Design a defensible plan, artefact or decision using the tools, templates and checklists introduced in the module.
- Evaluate your work against ethical, legal, security, sustainability and inclusion criteria.
Topics Covered
- Foundational concepts, vocabulary and historical evolution of Module 1 — Digital marketing landscape.
- Global frameworks, regulations and reference architectures relevant to Digital Marketing.
- Key roles, responsibilities and stakeholder maps.
- Processes, workflows and decision points, illustrated with annotated diagrams.
- Tools, platforms and methods currently used by leading organisations.
- Metrics, KPIs and quality criteria used to measure success.
- Common failure modes, anti-patterns and mitigation strategies.
- Cross-cutting concerns: ethics, security, privacy, accessibility, DEI and sustainability.
- Emerging trends (AI, automation, regulation, geopolitics) and how they reshape practice.
Global Standards & References
- ISO / IEC standards relevant to the topic (e.g. ISO 9001, ISO 27001, ISO 31000, ISO 20000, ISO 14001 as applicable).
- Sector bodies: PMI (PMBOK 7), CFA Institute, ACCA, IIA, FATF, NIST, ENISA, WHO, IFRS Foundation, OECD, UN SDGs, ITIL 4, TOGAF, IEEE, W3C, CEFR.
- Landmark legislation and guidance: GDPR, UK Data Protection Act, HIPAA, SOX, Basel III/IV, MiFID II, EU AI Act, DORA.
- Recognised textbooks, whitepapers and peer-reviewed journals cited in each lesson video.
Activities & Practical Work
- Guided walkthrough of a real-world scenario using a downloadable template.
- Case study analysis with structured questions and a marking rubric.
- Hands-on lab or workshop task producing a portfolio artefact (plan, model, code, policy, or design).
- Peer discussion prompt in the Phoenix community for cross-industry perspectives.
- Reflection journal to convert new knowledge into personal action.
Assessment
- Knowledge check quiz (10 questions, 70% pass mark, unlimited retakes).
- Applied assignment graded against a competency rubric (submit for instructor or peer review).
- Contribution to the module discussion counts toward the participation grade.
- Successful completion contributes credits toward your Phoenix Learning Cloud certificate for Digital Marketing, which is QR-verifiable and issued upon passing the end-of-course assessment.
Estimated Effort
Approximately 3–5 hours of study, plus 1–2 hours of practical work. All content is available in your chosen platform language and can be resumed at any time from My Learning.
Next Steps
Complete the quiz, submit the applied assignment, and continue to the next module. Struggling with a concept? Ask the built-in AI Tutor or post in the community — instructors respond within one business day.
02Module 2 — Customer journey and personas30 min+
Module 2 — Customer journey and personas
Module of "Digital Marketing" — Phoenix Learning Cloud
Overview
This module gives you a rigorous, globally benchmarked treatment of Module 2 — Customer journey and personas as it applies to Digital Marketing. Content is aligned to leading international standards and current industry practice (ISO, IEEE, PMBOK, CFA Institute, FATF, NIST, OECD, WHO, IFRS, GDPR, ITIL 4, CEFR and equivalent frameworks where relevant), and structured around Bloom's taxonomy so that you move from understanding to application, analysis and evaluation.
Learning Outcomes
By the end of this module you will be able to:
- Explain the core concepts, terminology and history underpinning Module 2 — Customer journey and personas in the context of Digital Marketing.
- Apply recognised international frameworks, standards and best practices to real-world problems in this area.
- Analyse case studies drawn from Europe, North America, the Middle East, Africa and Asia-Pacific to identify what works, what fails, and why.
- Design a defensible plan, artefact or decision using the tools, templates and checklists introduced in the module.
- Evaluate your work against ethical, legal, security, sustainability and inclusion criteria.
Topics Covered
- Foundational concepts, vocabulary and historical evolution of Module 2 — Customer journey and personas.
- Global frameworks, regulations and reference architectures relevant to Digital Marketing.
- Key roles, responsibilities and stakeholder maps.
- Processes, workflows and decision points, illustrated with annotated diagrams.
- Tools, platforms and methods currently used by leading organisations.
- Metrics, KPIs and quality criteria used to measure success.
- Common failure modes, anti-patterns and mitigation strategies.
- Cross-cutting concerns: ethics, security, privacy, accessibility, DEI and sustainability.
- Emerging trends (AI, automation, regulation, geopolitics) and how they reshape practice.
Global Standards & References
- ISO / IEC standards relevant to the topic (e.g. ISO 9001, ISO 27001, ISO 31000, ISO 20000, ISO 14001 as applicable).
- Sector bodies: PMI (PMBOK 7), CFA Institute, ACCA, IIA, FATF, NIST, ENISA, WHO, IFRS Foundation, OECD, UN SDGs, ITIL 4, TOGAF, IEEE, W3C, CEFR.
- Landmark legislation and guidance: GDPR, UK Data Protection Act, HIPAA, SOX, Basel III/IV, MiFID II, EU AI Act, DORA.
- Recognised textbooks, whitepapers and peer-reviewed journals cited in each lesson video.
Activities & Practical Work
- Guided walkthrough of a real-world scenario using a downloadable template.
- Case study analysis with structured questions and a marking rubric.
- Hands-on lab or workshop task producing a portfolio artefact (plan, model, code, policy, or design).
- Peer discussion prompt in the Phoenix community for cross-industry perspectives.
- Reflection journal to convert new knowledge into personal action.
Assessment
- Knowledge check quiz (10 questions, 70% pass mark, unlimited retakes).
- Applied assignment graded against a competency rubric (submit for instructor or peer review).
- Contribution to the module discussion counts toward the participation grade.
- Successful completion contributes credits toward your Phoenix Learning Cloud certificate for Digital Marketing, which is QR-verifiable and issued upon passing the end-of-course assessment.
Estimated Effort
Approximately 3–5 hours of study, plus 1–2 hours of practical work. All content is available in your chosen platform language and can be resumed at any time from My Learning.
Next Steps
Complete the quiz, submit the applied assignment, and continue to the next module. Struggling with a concept? Ask the built-in AI Tutor or post in the community — instructors respond within one business day.
03Module 3 — SEO fundamentals30 min+
Module 3 — SEO fundamentals
Module of "Digital Marketing" — Phoenix Learning Cloud
Overview
This module gives you a rigorous, globally benchmarked treatment of Module 3 — SEO fundamentals as it applies to Digital Marketing. Content is aligned to leading international standards and current industry practice (ISO, IEEE, PMBOK, CFA Institute, FATF, NIST, OECD, WHO, IFRS, GDPR, ITIL 4, CEFR and equivalent frameworks where relevant), and structured around Bloom's taxonomy so that you move from understanding to application, analysis and evaluation.
Learning Outcomes
By the end of this module you will be able to:
- Explain the core concepts, terminology and history underpinning Module 3 — SEO fundamentals in the context of Digital Marketing.
- Apply recognised international frameworks, standards and best practices to real-world problems in this area.
- Analyse case studies drawn from Europe, North America, the Middle East, Africa and Asia-Pacific to identify what works, what fails, and why.
- Design a defensible plan, artefact or decision using the tools, templates and checklists introduced in the module.
- Evaluate your work against ethical, legal, security, sustainability and inclusion criteria.
Topics Covered
- Foundational concepts, vocabulary and historical evolution of Module 3 — SEO fundamentals.
- Global frameworks, regulations and reference architectures relevant to Digital Marketing.
- Key roles, responsibilities and stakeholder maps.
- Processes, workflows and decision points, illustrated with annotated diagrams.
- Tools, platforms and methods currently used by leading organisations.
- Metrics, KPIs and quality criteria used to measure success.
- Common failure modes, anti-patterns and mitigation strategies.
- Cross-cutting concerns: ethics, security, privacy, accessibility, DEI and sustainability.
- Emerging trends (AI, automation, regulation, geopolitics) and how they reshape practice.
Global Standards & References
- ISO / IEC standards relevant to the topic (e.g. ISO 9001, ISO 27001, ISO 31000, ISO 20000, ISO 14001 as applicable).
- Sector bodies: PMI (PMBOK 7), CFA Institute, ACCA, IIA, FATF, NIST, ENISA, WHO, IFRS Foundation, OECD, UN SDGs, ITIL 4, TOGAF, IEEE, W3C, CEFR.
- Landmark legislation and guidance: GDPR, UK Data Protection Act, HIPAA, SOX, Basel III/IV, MiFID II, EU AI Act, DORA.
- Recognised textbooks, whitepapers and peer-reviewed journals cited in each lesson video.
Activities & Practical Work
- Guided walkthrough of a real-world scenario using a downloadable template.
- Case study analysis with structured questions and a marking rubric.
- Hands-on lab or workshop task producing a portfolio artefact (plan, model, code, policy, or design).
- Peer discussion prompt in the Phoenix community for cross-industry perspectives.
- Reflection journal to convert new knowledge into personal action.
Assessment
- Knowledge check quiz (10 questions, 70% pass mark, unlimited retakes).
- Applied assignment graded against a competency rubric (submit for instructor or peer review).
- Contribution to the module discussion counts toward the participation grade.
- Successful completion contributes credits toward your Phoenix Learning Cloud certificate for Digital Marketing, which is QR-verifiable and issued upon passing the end-of-course assessment.
Estimated Effort
Approximately 3–5 hours of study, plus 1–2 hours of practical work. All content is available in your chosen platform language and can be resumed at any time from My Learning.
Next Steps
Complete the quiz, submit the applied assignment, and continue to the next module. Struggling with a concept? Ask the built-in AI Tutor or post in the community — instructors respond within one business day.
04Module 4 — Content marketing strategy30 min+
Module 4 — Content marketing strategy
Module of "Digital Marketing" — Phoenix Learning Cloud
Overview
This module gives you a rigorous, globally benchmarked treatment of Module 4 — Content marketing strategy as it applies to Digital Marketing. Content is aligned to leading international standards and current industry practice (ISO, IEEE, PMBOK, CFA Institute, FATF, NIST, OECD, WHO, IFRS, GDPR, ITIL 4, CEFR and equivalent frameworks where relevant), and structured around Bloom's taxonomy so that you move from understanding to application, analysis and evaluation.
Learning Outcomes
By the end of this module you will be able to:
- Explain the core concepts, terminology and history underpinning Module 4 — Content marketing strategy in the context of Digital Marketing.
- Apply recognised international frameworks, standards and best practices to real-world problems in this area.
- Analyse case studies drawn from Europe, North America, the Middle East, Africa and Asia-Pacific to identify what works, what fails, and why.
- Design a defensible plan, artefact or decision using the tools, templates and checklists introduced in the module.
- Evaluate your work against ethical, legal, security, sustainability and inclusion criteria.
Topics Covered
- Foundational concepts, vocabulary and historical evolution of Module 4 — Content marketing strategy.
- Global frameworks, regulations and reference architectures relevant to Digital Marketing.
- Key roles, responsibilities and stakeholder maps.
- Processes, workflows and decision points, illustrated with annotated diagrams.
- Tools, platforms and methods currently used by leading organisations.
- Metrics, KPIs and quality criteria used to measure success.
- Common failure modes, anti-patterns and mitigation strategies.
- Cross-cutting concerns: ethics, security, privacy, accessibility, DEI and sustainability.
- Emerging trends (AI, automation, regulation, geopolitics) and how they reshape practice.
Global Standards & References
- ISO / IEC standards relevant to the topic (e.g. ISO 9001, ISO 27001, ISO 31000, ISO 20000, ISO 14001 as applicable).
- Sector bodies: PMI (PMBOK 7), CFA Institute, ACCA, IIA, FATF, NIST, ENISA, WHO, IFRS Foundation, OECD, UN SDGs, ITIL 4, TOGAF, IEEE, W3C, CEFR.
- Landmark legislation and guidance: GDPR, UK Data Protection Act, HIPAA, SOX, Basel III/IV, MiFID II, EU AI Act, DORA.
- Recognised textbooks, whitepapers and peer-reviewed journals cited in each lesson video.
Activities & Practical Work
- Guided walkthrough of a real-world scenario using a downloadable template.
- Case study analysis with structured questions and a marking rubric.
- Hands-on lab or workshop task producing a portfolio artefact (plan, model, code, policy, or design).
- Peer discussion prompt in the Phoenix community for cross-industry perspectives.
- Reflection journal to convert new knowledge into personal action.
Assessment
- Knowledge check quiz (10 questions, 70% pass mark, unlimited retakes).
- Applied assignment graded against a competency rubric (submit for instructor or peer review).
- Contribution to the module discussion counts toward the participation grade.
- Successful completion contributes credits toward your Phoenix Learning Cloud certificate for Digital Marketing, which is QR-verifiable and issued upon passing the end-of-course assessment.
Estimated Effort
Approximately 3–5 hours of study, plus 1–2 hours of practical work. All content is available in your chosen platform language and can be resumed at any time from My Learning.
Next Steps
Complete the quiz, submit the applied assignment, and continue to the next module. Struggling with a concept? Ask the built-in AI Tutor or post in the community — instructors respond within one business day.
05Module 5 — Google Ads and paid search30 min+
Module 5 — Google Ads and paid search
Module of "Digital Marketing" — Phoenix Learning Cloud
Overview
This module gives you a rigorous, globally benchmarked treatment of Module 5 — Google Ads and paid search as it applies to Digital Marketing. Content is aligned to leading international standards and current industry practice (ISO, IEEE, PMBOK, CFA Institute, FATF, NIST, OECD, WHO, IFRS, GDPR, ITIL 4, CEFR and equivalent frameworks where relevant), and structured around Bloom's taxonomy so that you move from understanding to application, analysis and evaluation.
Learning Outcomes
By the end of this module you will be able to:
- Explain the core concepts, terminology and history underpinning Module 5 — Google Ads and paid search in the context of Digital Marketing.
- Apply recognised international frameworks, standards and best practices to real-world problems in this area.
- Analyse case studies drawn from Europe, North America, the Middle East, Africa and Asia-Pacific to identify what works, what fails, and why.
- Design a defensible plan, artefact or decision using the tools, templates and checklists introduced in the module.
- Evaluate your work against ethical, legal, security, sustainability and inclusion criteria.
Topics Covered
- Foundational concepts, vocabulary and historical evolution of Module 5 — Google Ads and paid search.
- Global frameworks, regulations and reference architectures relevant to Digital Marketing.
- Key roles, responsibilities and stakeholder maps.
- Processes, workflows and decision points, illustrated with annotated diagrams.
- Tools, platforms and methods currently used by leading organisations.
- Metrics, KPIs and quality criteria used to measure success.
- Common failure modes, anti-patterns and mitigation strategies.
- Cross-cutting concerns: ethics, security, privacy, accessibility, DEI and sustainability.
- Emerging trends (AI, automation, regulation, geopolitics) and how they reshape practice.
Global Standards & References
- ISO / IEC standards relevant to the topic (e.g. ISO 9001, ISO 27001, ISO 31000, ISO 20000, ISO 14001 as applicable).
- Sector bodies: PMI (PMBOK 7), CFA Institute, ACCA, IIA, FATF, NIST, ENISA, WHO, IFRS Foundation, OECD, UN SDGs, ITIL 4, TOGAF, IEEE, W3C, CEFR.
- Landmark legislation and guidance: GDPR, UK Data Protection Act, HIPAA, SOX, Basel III/IV, MiFID II, EU AI Act, DORA.
- Recognised textbooks, whitepapers and peer-reviewed journals cited in each lesson video.
Activities & Practical Work
- Guided walkthrough of a real-world scenario using a downloadable template.
- Case study analysis with structured questions and a marking rubric.
- Hands-on lab or workshop task producing a portfolio artefact (plan, model, code, policy, or design).
- Peer discussion prompt in the Phoenix community for cross-industry perspectives.
- Reflection journal to convert new knowledge into personal action.
Assessment
- Knowledge check quiz (10 questions, 70% pass mark, unlimited retakes).
- Applied assignment graded against a competency rubric (submit for instructor or peer review).
- Contribution to the module discussion counts toward the participation grade.
- Successful completion contributes credits toward your Phoenix Learning Cloud certificate for Digital Marketing, which is QR-verifiable and issued upon passing the end-of-course assessment.
Estimated Effort
Approximately 3–5 hours of study, plus 1–2 hours of practical work. All content is available in your chosen platform language and can be resumed at any time from My Learning.
Next Steps
Complete the quiz, submit the applied assignment, and continue to the next module. Struggling with a concept? Ask the built-in AI Tutor or post in the community — instructors respond within one business day.
06Module 6 — Social media advertising (Meta, LinkedIn, TikTok)30 min+
Module 6 — Social media advertising (Meta, LinkedIn, TikTok)
Module of "Digital Marketing" — Phoenix Learning Cloud
Overview
This module gives you a rigorous, globally benchmarked treatment of Module 6 — Social media advertising (Meta, LinkedIn, TikTok) as it applies to Digital Marketing. Content is aligned to leading international standards and current industry practice (ISO, IEEE, PMBOK, CFA Institute, FATF, NIST, OECD, WHO, IFRS, GDPR, ITIL 4, CEFR and equivalent frameworks where relevant), and structured around Bloom's taxonomy so that you move from understanding to application, analysis and evaluation.
Learning Outcomes
By the end of this module you will be able to:
- Explain the core concepts, terminology and history underpinning Module 6 — Social media advertising (Meta, LinkedIn, TikTok) in the context of Digital Marketing.
- Apply recognised international frameworks, standards and best practices to real-world problems in this area.
- Analyse case studies drawn from Europe, North America, the Middle East, Africa and Asia-Pacific to identify what works, what fails, and why.
- Design a defensible plan, artefact or decision using the tools, templates and checklists introduced in the module.
- Evaluate your work against ethical, legal, security, sustainability and inclusion criteria.
Topics Covered
- Foundational concepts, vocabulary and historical evolution of Module 6 — Social media advertising (Meta, LinkedIn, TikTok).
- Global frameworks, regulations and reference architectures relevant to Digital Marketing.
- Key roles, responsibilities and stakeholder maps.
- Processes, workflows and decision points, illustrated with annotated diagrams.
- Tools, platforms and methods currently used by leading organisations.
- Metrics, KPIs and quality criteria used to measure success.
- Common failure modes, anti-patterns and mitigation strategies.
- Cross-cutting concerns: ethics, security, privacy, accessibility, DEI and sustainability.
- Emerging trends (AI, automation, regulation, geopolitics) and how they reshape practice.
Global Standards & References
- ISO / IEC standards relevant to the topic (e.g. ISO 9001, ISO 27001, ISO 31000, ISO 20000, ISO 14001 as applicable).
- Sector bodies: PMI (PMBOK 7), CFA Institute, ACCA, IIA, FATF, NIST, ENISA, WHO, IFRS Foundation, OECD, UN SDGs, ITIL 4, TOGAF, IEEE, W3C, CEFR.
- Landmark legislation and guidance: GDPR, UK Data Protection Act, HIPAA, SOX, Basel III/IV, MiFID II, EU AI Act, DORA.
- Recognised textbooks, whitepapers and peer-reviewed journals cited in each lesson video.
Activities & Practical Work
- Guided walkthrough of a real-world scenario using a downloadable template.
- Case study analysis with structured questions and a marking rubric.
- Hands-on lab or workshop task producing a portfolio artefact (plan, model, code, policy, or design).
- Peer discussion prompt in the Phoenix community for cross-industry perspectives.
- Reflection journal to convert new knowledge into personal action.
Assessment
- Knowledge check quiz (10 questions, 70% pass mark, unlimited retakes).
- Applied assignment graded against a competency rubric (submit for instructor or peer review).
- Contribution to the module discussion counts toward the participation grade.
- Successful completion contributes credits toward your Phoenix Learning Cloud certificate for Digital Marketing, which is QR-verifiable and issued upon passing the end-of-course assessment.
Estimated Effort
Approximately 3–5 hours of study, plus 1–2 hours of practical work. All content is available in your chosen platform language and can be resumed at any time from My Learning.
Next Steps
Complete the quiz, submit the applied assignment, and continue to the next module. Struggling with a concept? Ask the built-in AI Tutor or post in the community — instructors respond within one business day.
07Module 7 — Email marketing and lifecycle30 min+
Module 7 — Email marketing and lifecycle
Module of "Digital Marketing" — Phoenix Learning Cloud
Overview
This module gives you a rigorous, globally benchmarked treatment of Module 7 — Email marketing and lifecycle as it applies to Digital Marketing. Content is aligned to leading international standards and current industry practice (ISO, IEEE, PMBOK, CFA Institute, FATF, NIST, OECD, WHO, IFRS, GDPR, ITIL 4, CEFR and equivalent frameworks where relevant), and structured around Bloom's taxonomy so that you move from understanding to application, analysis and evaluation.
Learning Outcomes
By the end of this module you will be able to:
- Explain the core concepts, terminology and history underpinning Module 7 — Email marketing and lifecycle in the context of Digital Marketing.
- Apply recognised international frameworks, standards and best practices to real-world problems in this area.
- Analyse case studies drawn from Europe, North America, the Middle East, Africa and Asia-Pacific to identify what works, what fails, and why.
- Design a defensible plan, artefact or decision using the tools, templates and checklists introduced in the module.
- Evaluate your work against ethical, legal, security, sustainability and inclusion criteria.
Topics Covered
- Foundational concepts, vocabulary and historical evolution of Module 7 — Email marketing and lifecycle.
- Global frameworks, regulations and reference architectures relevant to Digital Marketing.
- Key roles, responsibilities and stakeholder maps.
- Processes, workflows and decision points, illustrated with annotated diagrams.
- Tools, platforms and methods currently used by leading organisations.
- Metrics, KPIs and quality criteria used to measure success.
- Common failure modes, anti-patterns and mitigation strategies.
- Cross-cutting concerns: ethics, security, privacy, accessibility, DEI and sustainability.
- Emerging trends (AI, automation, regulation, geopolitics) and how they reshape practice.
Global Standards & References
- ISO / IEC standards relevant to the topic (e.g. ISO 9001, ISO 27001, ISO 31000, ISO 20000, ISO 14001 as applicable).
- Sector bodies: PMI (PMBOK 7), CFA Institute, ACCA, IIA, FATF, NIST, ENISA, WHO, IFRS Foundation, OECD, UN SDGs, ITIL 4, TOGAF, IEEE, W3C, CEFR.
- Landmark legislation and guidance: GDPR, UK Data Protection Act, HIPAA, SOX, Basel III/IV, MiFID II, EU AI Act, DORA.
- Recognised textbooks, whitepapers and peer-reviewed journals cited in each lesson video.
Activities & Practical Work
- Guided walkthrough of a real-world scenario using a downloadable template.
- Case study analysis with structured questions and a marking rubric.
- Hands-on lab or workshop task producing a portfolio artefact (plan, model, code, policy, or design).
- Peer discussion prompt in the Phoenix community for cross-industry perspectives.
- Reflection journal to convert new knowledge into personal action.
Assessment
- Knowledge check quiz (10 questions, 70% pass mark, unlimited retakes).
- Applied assignment graded against a competency rubric (submit for instructor or peer review).
- Contribution to the module discussion counts toward the participation grade.
- Successful completion contributes credits toward your Phoenix Learning Cloud certificate for Digital Marketing, which is QR-verifiable and issued upon passing the end-of-course assessment.
Estimated Effort
Approximately 3–5 hours of study, plus 1–2 hours of practical work. All content is available in your chosen platform language and can be resumed at any time from My Learning.
Next Steps
Complete the quiz, submit the applied assignment, and continue to the next module. Struggling with a concept? Ask the built-in AI Tutor or post in the community — instructors respond within one business day.
08Module 8 — Web analytics (GA4)30 min+
Module 8 — Web analytics (GA4)
Module of "Digital Marketing" — Phoenix Learning Cloud
Overview
This module gives you a rigorous, globally benchmarked treatment of Module 8 — Web analytics (GA4) as it applies to Digital Marketing. Content is aligned to leading international standards and current industry practice (ISO, IEEE, PMBOK, CFA Institute, FATF, NIST, OECD, WHO, IFRS, GDPR, ITIL 4, CEFR and equivalent frameworks where relevant), and structured around Bloom's taxonomy so that you move from understanding to application, analysis and evaluation.
Learning Outcomes
By the end of this module you will be able to:
- Explain the core concepts, terminology and history underpinning Module 8 — Web analytics (GA4) in the context of Digital Marketing.
- Apply recognised international frameworks, standards and best practices to real-world problems in this area.
- Analyse case studies drawn from Europe, North America, the Middle East, Africa and Asia-Pacific to identify what works, what fails, and why.
- Design a defensible plan, artefact or decision using the tools, templates and checklists introduced in the module.
- Evaluate your work against ethical, legal, security, sustainability and inclusion criteria.
Topics Covered
- Foundational concepts, vocabulary and historical evolution of Module 8 — Web analytics (GA4).
- Global frameworks, regulations and reference architectures relevant to Digital Marketing.
- Key roles, responsibilities and stakeholder maps.
- Processes, workflows and decision points, illustrated with annotated diagrams.
- Tools, platforms and methods currently used by leading organisations.
- Metrics, KPIs and quality criteria used to measure success.
- Common failure modes, anti-patterns and mitigation strategies.
- Cross-cutting concerns: ethics, security, privacy, accessibility, DEI and sustainability.
- Emerging trends (AI, automation, regulation, geopolitics) and how they reshape practice.
Global Standards & References
- ISO / IEC standards relevant to the topic (e.g. ISO 9001, ISO 27001, ISO 31000, ISO 20000, ISO 14001 as applicable).
- Sector bodies: PMI (PMBOK 7), CFA Institute, ACCA, IIA, FATF, NIST, ENISA, WHO, IFRS Foundation, OECD, UN SDGs, ITIL 4, TOGAF, IEEE, W3C, CEFR.
- Landmark legislation and guidance: GDPR, UK Data Protection Act, HIPAA, SOX, Basel III/IV, MiFID II, EU AI Act, DORA.
- Recognised textbooks, whitepapers and peer-reviewed journals cited in each lesson video.
Activities & Practical Work
- Guided walkthrough of a real-world scenario using a downloadable template.
- Case study analysis with structured questions and a marking rubric.
- Hands-on lab or workshop task producing a portfolio artefact (plan, model, code, policy, or design).
- Peer discussion prompt in the Phoenix community for cross-industry perspectives.
- Reflection journal to convert new knowledge into personal action.
Assessment
- Knowledge check quiz (10 questions, 70% pass mark, unlimited retakes).
- Applied assignment graded against a competency rubric (submit for instructor or peer review).
- Contribution to the module discussion counts toward the participation grade.
- Successful completion contributes credits toward your Phoenix Learning Cloud certificate for Digital Marketing, which is QR-verifiable and issued upon passing the end-of-course assessment.
Estimated Effort
Approximately 3–5 hours of study, plus 1–2 hours of practical work. All content is available in your chosen platform language and can be resumed at any time from My Learning.
Next Steps
Complete the quiz, submit the applied assignment, and continue to the next module. Struggling with a concept? Ask the built-in AI Tutor or post in the community — instructors respond within one business day.
09Module 9 — Conversion rate optimisation30 min+
Module 9 — Conversion rate optimisation
Module of "Digital Marketing" — Phoenix Learning Cloud
Overview
This module gives you a rigorous, globally benchmarked treatment of Module 9 — Conversion rate optimisation as it applies to Digital Marketing. Content is aligned to leading international standards and current industry practice (ISO, IEEE, PMBOK, CFA Institute, FATF, NIST, OECD, WHO, IFRS, GDPR, ITIL 4, CEFR and equivalent frameworks where relevant), and structured around Bloom's taxonomy so that you move from understanding to application, analysis and evaluation.
Learning Outcomes
By the end of this module you will be able to:
- Explain the core concepts, terminology and history underpinning Module 9 — Conversion rate optimisation in the context of Digital Marketing.
- Apply recognised international frameworks, standards and best practices to real-world problems in this area.
- Analyse case studies drawn from Europe, North America, the Middle East, Africa and Asia-Pacific to identify what works, what fails, and why.
- Design a defensible plan, artefact or decision using the tools, templates and checklists introduced in the module.
- Evaluate your work against ethical, legal, security, sustainability and inclusion criteria.
Topics Covered
- Foundational concepts, vocabulary and historical evolution of Module 9 — Conversion rate optimisation.
- Global frameworks, regulations and reference architectures relevant to Digital Marketing.
- Key roles, responsibilities and stakeholder maps.
- Processes, workflows and decision points, illustrated with annotated diagrams.
- Tools, platforms and methods currently used by leading organisations.
- Metrics, KPIs and quality criteria used to measure success.
- Common failure modes, anti-patterns and mitigation strategies.
- Cross-cutting concerns: ethics, security, privacy, accessibility, DEI and sustainability.
- Emerging trends (AI, automation, regulation, geopolitics) and how they reshape practice.
Global Standards & References
- ISO / IEC standards relevant to the topic (e.g. ISO 9001, ISO 27001, ISO 31000, ISO 20000, ISO 14001 as applicable).
- Sector bodies: PMI (PMBOK 7), CFA Institute, ACCA, IIA, FATF, NIST, ENISA, WHO, IFRS Foundation, OECD, UN SDGs, ITIL 4, TOGAF, IEEE, W3C, CEFR.
- Landmark legislation and guidance: GDPR, UK Data Protection Act, HIPAA, SOX, Basel III/IV, MiFID II, EU AI Act, DORA.
- Recognised textbooks, whitepapers and peer-reviewed journals cited in each lesson video.
Activities & Practical Work
- Guided walkthrough of a real-world scenario using a downloadable template.
- Case study analysis with structured questions and a marking rubric.
- Hands-on lab or workshop task producing a portfolio artefact (plan, model, code, policy, or design).
- Peer discussion prompt in the Phoenix community for cross-industry perspectives.
- Reflection journal to convert new knowledge into personal action.
Assessment
- Knowledge check quiz (10 questions, 70% pass mark, unlimited retakes).
- Applied assignment graded against a competency rubric (submit for instructor or peer review).
- Contribution to the module discussion counts toward the participation grade.
- Successful completion contributes credits toward your Phoenix Learning Cloud certificate for Digital Marketing, which is QR-verifiable and issued upon passing the end-of-course assessment.
Estimated Effort
Approximately 3–5 hours of study, plus 1–2 hours of practical work. All content is available in your chosen platform language and can be resumed at any time from My Learning.
Next Steps
Complete the quiz, submit the applied assignment, and continue to the next module. Struggling with a concept? Ask the built-in AI Tutor or post in the community — instructors respond within one business day.
10Module 10 — Campaign planning capstone30 min+
Module 10 — Campaign planning capstone
Module of "Digital Marketing" — Phoenix Learning Cloud
Overview
This module gives you a rigorous, globally benchmarked treatment of Module 10 — Campaign planning capstone as it applies to Digital Marketing. Content is aligned to leading international standards and current industry practice (ISO, IEEE, PMBOK, CFA Institute, FATF, NIST, OECD, WHO, IFRS, GDPR, ITIL 4, CEFR and equivalent frameworks where relevant), and structured around Bloom's taxonomy so that you move from understanding to application, analysis and evaluation.
Learning Outcomes
By the end of this module you will be able to:
- Explain the core concepts, terminology and history underpinning Module 10 — Campaign planning capstone in the context of Digital Marketing.
- Apply recognised international frameworks, standards and best practices to real-world problems in this area.
- Analyse case studies drawn from Europe, North America, the Middle East, Africa and Asia-Pacific to identify what works, what fails, and why.
- Design a defensible plan, artefact or decision using the tools, templates and checklists introduced in the module.
- Evaluate your work against ethical, legal, security, sustainability and inclusion criteria.
Topics Covered
- Foundational concepts, vocabulary and historical evolution of Module 10 — Campaign planning capstone.
- Global frameworks, regulations and reference architectures relevant to Digital Marketing.
- Key roles, responsibilities and stakeholder maps.
- Processes, workflows and decision points, illustrated with annotated diagrams.
- Tools, platforms and methods currently used by leading organisations.
- Metrics, KPIs and quality criteria used to measure success.
- Common failure modes, anti-patterns and mitigation strategies.
- Cross-cutting concerns: ethics, security, privacy, accessibility, DEI and sustainability.
- Emerging trends (AI, automation, regulation, geopolitics) and how they reshape practice.
Global Standards & References
- ISO / IEC standards relevant to the topic (e.g. ISO 9001, ISO 27001, ISO 31000, ISO 20000, ISO 14001 as applicable).
- Sector bodies: PMI (PMBOK 7), CFA Institute, ACCA, IIA, FATF, NIST, ENISA, WHO, IFRS Foundation, OECD, UN SDGs, ITIL 4, TOGAF, IEEE, W3C, CEFR.
- Landmark legislation and guidance: GDPR, UK Data Protection Act, HIPAA, SOX, Basel III/IV, MiFID II, EU AI Act, DORA.
- Recognised textbooks, whitepapers and peer-reviewed journals cited in each lesson video.
Activities & Practical Work
- Guided walkthrough of a real-world scenario using a downloadable template.
- Case study analysis with structured questions and a marking rubric.
- Hands-on lab or workshop task producing a portfolio artefact (plan, model, code, policy, or design).
- Peer discussion prompt in the Phoenix community for cross-industry perspectives.
- Reflection journal to convert new knowledge into personal action.
Assessment
- Knowledge check quiz (10 questions, 70% pass mark, unlimited retakes).
- Applied assignment graded against a competency rubric (submit for instructor or peer review).
- Contribution to the module discussion counts toward the participation grade.
- Successful completion contributes credits toward your Phoenix Learning Cloud certificate for Digital Marketing, which is QR-verifiable and issued upon passing the end-of-course assessment.
Estimated Effort
Approximately 3–5 hours of study, plus 1–2 hours of practical work. All content is available in your chosen platform language and can be resumed at any time from My Learning.
Next Steps
Complete the quiz, submit the applied assignment, and continue to the next module. Struggling with a concept? Ask the built-in AI Tutor or post in the community — instructors respond within one business day.