Digital Marketing Qualifications

12 days of practical workshops leading to DMI (and optional CIM) qualifications in digital marketing

The Anicca Academy is a new suite of professional training qualifications delivered by Anicca Digital's team of agency experts.

The courses consist of a mix of online modules and up to 12 practical 1-day workshops delivered in our training centre in Leicester across 3 months.

We have partnered with the Digital Marketing Institute (DMI) and the Cambridge Marketing College to deliver these courses. You will be able to access their internationally recognised course material via our online learning portal.

The Certified Digital Marketing Professional Course leads to a Level 5 Scottish Qualifications Authority (SQA) accredited qualification with the option to study additional online content and submit a written assessment to achieve a CIM (Chartered Institute of Marketing) Level 4 Award in Digital Marketing.

What is different about the Anicca Academy Qualification Programme?

Our new Anicca Academy Programme is the only digital marketing qualification delivered by practising agency professionals. It is a premium programme designed to give students the theoretical and practical skills required to set up and manage in-house digital marketing campaigns.

With over 12 years' experience as a digital agency, Anicca Digital has delivered award-winning campaigns and training courses for leading brands across the UK.

The new training programme combines theory and practical across the following topics:

  • Social Media
  • SEO and Content Marketing
  • Paid Media and Digital Advertising
  • Measurement and Analytics
  • Email Marketing
  • Video and Display
  • Web Optimisation
  • Developing Your Marketing Strategy


Who would benefit from achieving these qualifications?

This course is suited to anyone looking for a qualification in Digital Marketing. You can take the course through the company you are working for, or for yourself.

It doesn't matter what level of knowledge you have, as long as you are willing to learn. With the online portal you can study in your own time as well as classroom learning with the experts.

Our Training Schedule

Students will spend one day a week at our training centre, over a period of up 12 weeks.

This will be supported by an online learning centre with over 300 PowerPoint slides, student handbooks, videos and around 80 practical activities. This allows personal study at home in preparation for each module. The table shows the normal schedule for these modules. Marketing InstituteThe Chartered Institute of Marketing

Details of the modules (1 per day)


Module 1: Introduction to Digital Marketing

The Introduction to Digital Marketing module enables you to harness the power of digital marketing as a core driver of the marketing strategy for your organisation. You will understand the foundation principles of digital marketing and be able to distinguish how it differs from traditional marketing.

This module will also introduce you to the Digital Marketing Institute (DMI) methodology, an iterative framework that outlines the foundation tenets of digital marketing and the visual scheme that provides the basis for implementation of the different channels.

Digital marketing channels include:

•  Search engine optimisation
•  Web analytics
•  Pay-per-click marketing
•  Email marketing
•  Social media marketing
•  Digital display advertising
•  Online video marketing

This opening module on our professional Anicca Academy programme explains and demonstrates the power of the internet and how to harness these changes as the relationship between organisations and customers define the way we live. We will be showing how you can apply digital concepts across the marketing function in any business.

Module 2: Social Media Marketing

This module enables you to effectively engage with customers across a diverse range of social media platforms. You will appreciate the emerging trends in the social media space and the opportunity afforded by the ‘always connected’ social consumer. You will recognise the suitability of different social platforms for your aims and objectives, and appreciate the challenges of social media. This module covers the key concepts and terminology used in social media, and you will be able to configure social media accounts across Facebook, Twitter, LinkedIn and YouTube, as well as learning about the new emergent social platforms.

The Social Media Marketing module also explores how to implement social advertising features to build and sustain relationships with customers. You will appreciate the challenges of implementing an effective social media strategy for your business, with a focus on the importance of listening as the critical starting point. You will be able to accurately measure the effectiveness of your social media campaigns using analytics, and be able to evaluate information about budgetary spend against baseline expectations. Lastly, you will be aware of privacy and data protection issues associated with social media marketing.

Topics include:
•  Key social media concepts
•  Social media goals
•  Setting goals and priorities
•  Facebook
•  Twitter
•  LinkedIn
•  New social challenges
•  Apps and plug-ins
•  KPI measures
•  Reporting

Module 3: Search Engine Optimisation (SEO)

The Search Engine Optimisation (SEO) module examines the various tactics for enhancing your website’s position and rankings within search engines.

The module covers the key concepts and terminology used within the field of SEO and equips marketing professionals with the technical know-how, understanding and insight to build and maintain an effective SEO strategy. You will learn about the range of specialist tools that are available to help common search engines find, view and rate websites. With this in mind, you will learn about on-page optimisation techniques and understand the process of effective keyword research and selection.

Module 4: Content Marketing

The content marketing module will enable you to develop the knowledge and skills to plan and
execute a content marketing strategy in a persona-orientated, data-driven way informed by your
business objectives, aligned with a buyer journey and fits an overall marketing strategy.

By the end of this module, you will understand the fundamentals of content marketing concepts and
strategy. You will be understand how to conduct content research to find opportunities in order to
develop clear and actionable objectives for a digital marketing strategy. You will gain the skills
needed to initiate a content marketing strategy, whilst also exploring the value of both creating and
curating compelling content through a number of different channels.

Module 5: Website Optimisation

The website optimisation module will teach you how to build and publish a well-designed, high
performing and optimised website that is aligned to your business goals. You will be guided through
the key components of web design to design, create and publish an effective website and choose the
most suitable hosting option based on your budget and business objectives.

Through this module you will gain insight into the importance of optimisation, be able to identify the
principles of good web design and realise how to attract potential customers with effective content
and copy. This module will help you to understand how to use your website for insight, tracking,
measurement and data capture using various metrics and tools.

Module 6: Email Marketing

The Email Marketing module covers industry best practices for creating and delivering effective email marketing campaigns.

The module covers the four foundational aspects of email marketing: subscriber management, email design, delivery and reporting. You will learn how to develop and manage a subscriber database, and become familiar with the features in third-party email systems and solutions.

You will be able to plan a marketing segmentation strategy for your target audience and recognise what makes for good email design in terms of user-centric content, coherent layout and an attractive design.
Students will understand what split testing entails, and will be able to use key metrics to report on the effectiveness of your email marketing campaigns, including open rates, click-through rates, unsubscribes and bounces.

You will be able to monitor and evaluate email marketing analytics, and be aware of data protection and privacy issues associated with email marketing.

Topics include:
•  Key email marketing concepts
•  Campaign process
•  Online and offline data capture
•  Segmentation
•  Email design
•  User behaviour and characteristics
•  Email copy, structure, delivery and systems
•  Scheduling
•  Measurement
•  Key terms and metrics
•  Split testing

Module 7: Paid Search (PPC) Using Google Ads

The Paid Search, or Pay-Per-Click Marketing, (PPC) module demonstrates how to implement and manage search advertising campaigns. Lectures will cover the key concepts and terminology used within the field of PPC and will equip you with the technical understanding and skills to build and maintain an effective PPC strategy.

You will understand the fundamentals of search engine marketing and appreciate the mechanics of how PPC systems function. Students will develop advanced keyword research and selection skills and learn how to apply these to Google Ads campaigns.

You will be able to analyse current search marketing activity and target your campaign to key audience groups in order to enhance and improve click through rates. You will recognise the features of strong ad copy and develop your skills in writing compelling ads.
Learn how to set and manage budgets for Google Ads campaigns, and measure and analyse their effectiveness by exporting detailed campaign management reports to see how they align with established baseline expectations. You will also be aware of relevant data protection and privacy issues associated with PPC.

Topics include:
•  Key PPC concepts
•  Strengths of PPC
•  Keyword research
•  Google PPC
•  Research tools
•  Search campaign process
•  Ad copy
•  Landing pages
•  Targeting
•  Budgets
•  Scheduling
•  Display networks
•  Ad centre
•  Campaign management
•  Conversion tracking
•  Conversion metrics: CPA, CTR
•  Bidding
•  Analytics

Module 8: Display and Video Advertising

The Display and Video Advertising module equips you with the skills and knowledge to implement and manage effective digital display campaigns and video campaigns. The module covers the core concepts and terminology associated with digital display advertising, and explores what is involved in developing and managing effective ad campaigns.

You will develop a comprehensive understanding of the creation and deployment of digital display advertising, learning about the wide range of ad display formats and how to select the most appropriate ad format for your campaign target audience. You will be able to develop clear campaign objectives and measure and optimise your campaign based on firm results analysis. Students will be able to research and use a range of campaign publishers, and know what pricing metrics such as CPM, CPC, CPL and CPA entail commercially. You will also learn how to use the standard digital media planning process to obtain the best possible return on your digital display advertising efforts.

Topics include:
•  Key digital display concepts
•  Video advertising
•  Benefits and challenges of digital display
•  Running effective ads
•  Ad formats and features
•  Campaign planning
•  Creative formats
•  Targeting and tracking your campaign
•  Optimising the campaign
•  Campaign budget

Module 9: Web Analytics

The Web Analytics module enables you to fully measure, monitor and optimise your digital marketing activities. You will learn how to build an online reporting structure for your business, and learn about the range of specialist tools that are available to help you understand how to measure and monitor online traffic.

You will understand the rationale and business benefits of adopting a formal analytics programme, and learn how to set up accounts, profiles and permissions to apply analytics tracking across your websites. Discover how to align business KPIs with your analytics goal configuration, and utilise the features of Google Analytics to develop a detailed profile of your target audience’s location, demographics, technology, devices, interests and more.

Learn how to assess the effectiveness of your website’s technical performance and download speed, and how to measure levels of user engagement and conversion by tracking activities such as downloads, video views, purchases and registrations, etc. Create and schedule customised reports and explore the real time and intelligence reporting capabilities of Google Analytics. As with the other modules, you will also be aware of data protection and privacy issues associated with website analytics.

Topics include:
•  What is website analytics?
•  Google Analytics explained
•  Understanding your KPIs
•  Measuring website traffic
•  Setting up goal and event tracking
•  Increasing traffic to your web site
•  E-commerce
•  Real-time reporting
•  Intelligence reporting

Module 10: Digital Marketing Strategy

The Planning Your Digital Marketing Strategy module provides a structured approach for bringing together all the strands of the Professional Diploma in Digital Marketing, to create a coherent digital marketing plan.

This module is based on the Digital Marketing Institute methodology, which incorporates a nine-step process based on three distinct parts.

Part one includes a situation analysis exercise, a formal information gathering process and an audience definition exercise.

Part two develops a set of clear and meaningful objectives for the digital marketing plan. Appropriate tools are selected on the basis of the anticipated audience(s), and objectives and budget are set based on the channels detailed within the Digital Marketing Institute framework. An action plan is developed to provide a coherent project structure, including milestones, deliverables and resources.

Part three of the Digital Marketing Institute methodology emphasises the importance of an iterative process of monitoring, analysis and enhancement based on performance.

The Strategy and Planning module provides you with the skills to create a formal digital marketing plan for your organisation, which will allow you to implement a successful and effective digital marketing strategy.

Topics include:
•  Key strategy and planning concepts
•  Planning
•  Situation analysis
•  Information gathering
•  Target audience
•  Setting objectives
•  Appropriate tools
•  Action plan
•  Setting the budget
•  Measurement
•  Iteration and enhancement
•  Examples of integrated marketing plans



The table below outlines the several options; with details of the qualifications, the course delivery, the different elements from the DMI and CIM, plus details of the costs:

Early Bird
Discounts for Extra Places*
DMI Level 5 SQA Certificate
(Distance Learning i.e. Online Only)


Learning portal
+ online lessons (distance learning)
DMI content
+ Online exam
+ DMI membership (1 year)
N/A£1,495 +VAT£1,000 +VATN/A
DMI Qualification
(Live- Streamed)


Learning portal
+ 11-days workshop
(join live lessons -


DMI content
+ Online exam
+ DMI membership (1 year)






(Join single module for £250+VAT)


10% discount for two or more delegates


DMI Qualification
(In-Person Live Lessons)


Learning portal
+ 11-days workshops delivered in our
training room
in Leicester


DMI content
+ Online exam
+ DMI membership (1 year)




£2,495 +VAT


£2,245 +VAT
(Join single workshop for £350+VAT)


10% discount for two or more delegates


DMI Qualification PLUS Level 4 CIM Award
(Live Lessons)


Learning portal
+ 12-days workshop
(extra day for CIM assessment


DMI content
+ Online exam
+ DMI membership (1 year)


+ CIM online content
+ Written assessment
+ CIM membership
(1 year)


£3,245 +VAT


£2,999 +VAT


20% discount for two or more delegates


Guide to discounts

The table above outlines both the standard price and the various discounts that we offer for early bookings and multiple delegates.

  • The Early Bird discount will automatically apply to bookings made up to one month before the course starts
  • We also offer further discounts if bookings are made for two or more delegates from the same company:
    • All delegates will receive the full discount outlined above, when made at the same time;
    • If further bookings are made later by the same company, then they will automatically receive the discount on all subsequent bookings.

Below are the dates for our 12-week course that start in September. The Early Bird discount applies to bookings made up to one month before the course starts.

ModulesTrainerSeptember Start
Introduction to Digital Marketing and InductionAnn Stanley6th October
Social Media MarketingThom Shardlow13th October
Content Marketing Amy Hayward-Paine20th October
Email MarketingEd Truman27th October
Paid Search (PPC) Google AdsHolly Kelly3rd November
Display and Video AdvertisingHolly Kelly10th November
Website OptimisationSukh Singh17th November
Search Engine Optimization (SEO)Sukh Singh24th November
AnalyticsEd Truman1st December
Digital Marketing StrategyDarren Wynn8th December
Exam Revision for DMI ExamAnn StanleyTBC
Optional 2nd Revision Day for those taking the CIMTBC
Price for standard course (including DMI exam)£2,495 +VAT Early Bird £2,245 +VAT
Price for standard course plus CIM option£3,245 +VAT Early Bird £2,999 +VAT

Meet the Trainers at Our Next Open Evening

Come and meet the trainers and find out about our exciting course options.


For all enquiries, call 0116 254 7224 or complete the enquiry form below to register your interest

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