DMI

SPECIALIST
Certified Digital Marketing Specialist in Social Media Marketing

Stay Relevant. Stay Ahead.

Specialist • 30 Hours • Study Online

Under the guidance of Global Industry Advisory Champions including

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 GETTING
STARTED
Hello

The Challenge

Why choose Certification?

Who is DMI SPECIALIST for?

What will I learn?

How will I learn?

DMI Certification and beyond

Playing the long game

Super-relevance

Get in touch

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 HELLO
When you’ve got the skills,
it’s all yours to play for.

The Digital Marketing Institute gives you those skills and what’s
more - gives you Certification which is recognized and wanted
around the globe.

Everyone can see what you’re capable of and what opportunities

you can slot right into - or go create.

With over 55,000 DMI Members worldwide and a panel of razor-

sharp Global Industry Advisory Champions guiding our course
curriculum and more, we’re right at the edge of big, new and clever.

Join us.

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 THE 95%
CHALLENGE of our Certified Members are
currently employed
Digital changes everything. Culture. Commerce. Community. And then

81%
digital goes and changes itself. Such is the rate of progress. Your ambition
may be big and clear, but without the right digital skills, it is completely out
of reach. And it’s not just about what you can do either – it’s also about
what the world knows you can do. were promoted after earning
their Certification
The greatest professional challenge of the 21st century is staying

88%
relevant. Closely followed by communicating how relevant you are in that
noisy, dynamic space where new meets now.

Luckily the Digital Marketing Institute exists to help you stay relevant, today
of our Members are working at
and for the rest of your career. senior or management level

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 GETTING YOU IN THE GAME
AND KEEPING YOU IN IT
Digital Marketing Institute courses are white hot, DMI Certification is not just recognized all over
created with insight from those who are already the globe – it’s setting the global standard. It also
out there doing it. We bring you expert thought and helps that we have Certified more professionals to
practice. We’re about getting you in the game. a single digital marketing standard than any other
certification body. We know what we’re doing - and
But it’s a game of perpetual motion, ever-changing, key industry players know that we know what we’re
always new. So we are also about keeping you in doing too.
the game. Right from the moment you sign up for
a course, you also become a DMI Power Member And it works. Fact is 95% of our Certified
which means you get access to our Continuing Members are currently employed and 81% were
Professional Development (CPD). Learn and promoted after earning their Certification.
upskill as your needs and ambitions change. Stay
tuned into the hive mind of new insight. Stay
It’s your turn next.
connected to the industry’s best opportunities.
Stay relevant.

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 WHY CHOOSE
CERTIFICATION?
Because it helps you look better,
travel better and play the long game.

Once upon a time digital marketing was a wild

space, filled with great innovative people and some
Your DMI Certification:
who simply talked a good game. But now, we’ve
built a Certification Framework which helps real Ɉ Aligns with other qualification
Ɉ Gives you the skills you need to speak
skills get recognized and rewarded. It’s meaningful frameworks across the globe. Take
loud and clear to the right audiences
and it’s working. Bluechip global brands, innovators, that ball and run with it
training companies and even universities in over
Ɉ Tells the world what you know
90 countries recognise and use Digital Marketing Ɉ Gives you powers you may not
and what you can do - your DMI
Institute’s Certification Framework. yet even understand, yet whose
Certification acts like a magic key.
Doors open awesome potential will reveal itself in
new and startling ways throughout
Ɉ Means you travel well between your career
different opportunities and countries.
It’s your oyster

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 WHO ARE
DMI SPECIALIST
COURSES FOR?
↗ Sharp and experienced players of the digital ↗ Inspired career changers
sales and digital marketing game who aren’t
content to be mere players anymore. You want ↗ Entrepreneurs who want to be more
to drive the game. You want to change it entrepreneurial

↗ Sales professionals. Marketing Managers. ↗ Those who realise specialisation gives you a
Team leaders. Business Consultants and real, sharp, tangible competitive edge - with
Developers. Professionals who’ve taken their which to slice through the competition
vision as far as they can go without specialized
skills – and plan to fix that

Specialism means you can take control. You get the big and clear picture on what can be done. And
then you go do it. No more outsourcing. No more waiting around. Build a reputation as someone who
really can offer more. Grow your business or your career your way. Stay relevant.

Why choose DMI SPECIALIST in Social Media Marketing?

Because you are a social animal who recognises that digital does extraordinary. Speak to billions,
one person at a time. For a smart player, it’s an intriguing proposition. This is reach that is both vast
and intimate – my time, my platform, I ‘like’, I share. Here is opportunity, a space that is big, elastic and
malleable. Fill it with your message. Bend it towards conversion. See tangible, multi-dimensional results in
real-time. Take your brand, your organisation and your career to new places and do something that non-
specialists simply can’t do.

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 WHAT WILL
I LEARN?
HOW TO: Ɉ Use thought, tools and tactics. Access Ɉ Create mesmerising content and put it in
everything you need to reach into the the right place at the right time
minds of millions. This course weaves
thought leadership with practical skills. Ɉ Drive online consumer behavior towards
Learn what’s possible, create powerful, conversion
actionable strategies, and use capabilities
to make your brand vision manifest Ɉ Apply the superpowers of analytics to
optimize your offering. Do better and then
Ɉ Perfect the art and craft of social voodoo do better again

Ɉ Work the various platforms so your brand Ɉ Win friends and influence people
speaks the right language and stays
meaningful

LOOKING Try our DMI

FOR
MORE? Expert program →

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 MODULES OF
CONNECTION
1. Social Research

2. Content Creation

We give you the superpower abilities to implant 3. Content Outreach

messages in minds via ten modules of white-hot 4. Facebook
thought and practice: 5. Twitter

6. LinkedIn

7. Instagram and Snapchat

8. YouTube and Social Video

9. Social Customer Service

10. Strategy and Planning

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 Module 1 Module 2

SOCIAL CONTENT
RESEARCH CREATION
Just who are your audience? What do they do, think, feel, Twitter spats. Facebook kittens. Instagram bodies. Humans of
eat, love, hate and ‘like’? And what do they think about you? Everywhere can’t get enough content – so better content means world-
Knowledge is power. And both knowledge and power are size opportunities.
fascinating.
First up, what do your people want to see and share? Once upon a time,
This module gives you the research techniques to know your putting the right content before the right eyeballs at the right time was
audience, and cultural and industry trends. Every day the very a digital game of ‘pin the tail on the donkey’. Nowadays, we have sleek
people you want to reach throw up gigantic amounts of data. and powerful content management functions to target, select your
Without the right tools and thinking, it’s a critical mass of platform and make use of social listening (which sounds delightfully
meaningless banality. With the right tools and thinking, you have sinister but isn’t) and competitor analysis.
insight deep into hearts and souls.
This module covers key considerations, the various content formats on
the platforms, the awesome power and practice of scheduling content
and how to tie it all together with super-strategies.

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 Module 3 Module 4

CONTENT FACEBOOK
OUTREACH
Your content seeds must be scattered widely - yet carefully Facebook is the behemoth of community building so the opportunities
- so that they fall on fertile minds. From these humble seeds, here are biblical in scale. This module helps you:
fantastical money trees shall bloom.
Ɉ Understand the enduring appealing of this great big, sprawling
Content seeding is an oh-so-clever way to squeeze every original
last drop of effectiveness out of your content. It’s all about Ɉ Set up a Facebook Business page and build a community around it
relevance. Scatter your brand messages in the places where Ɉ Unleash the potential of the platform feature, create compelling
your audience are likely to be. Choose canny paid promotion, Facebook ads and ensure they come before the right eyeballs
and influencers with true influence. Watch as your pertinent, thanks to a canny mix of targeting strategies
entertaining, heart-warming or slick content or brand message Ɉ Learn all about KPI monitoring, ongoing measurement and more
grows legs of its own and flies around on invisible wings. Ɉ Reach up to 1.6 billion human beings on any given day
Measure your success, then rinse and repeat - only better -
because now you have all the tools and skills you need to build
a titanium strategy from which to scatter your super-seeds.

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 Module 5 Module 6

TWITTER LINKEDIN

Twitter is a different animal - less community, more punch. This one is all about slick and effortless professionalism. Learn how
It’s also surprisingly young and ever-so-slightly more male. to use features such as Company pages and Showcase pages, to
The media is the message (think about it) - Twitter literally create an exemplary presence for your company – and gain a deep
challenges you to be ‘more clever’, and this module shows you understanding of what that means in this context. Here you encounter
how. ad formats such as Text ads, Sponsored ads, Sponsored InMails, Display
ads, and the aptly named Dynamic ads. See what best practice means
We cover: on this platform, strategize like a CEO and measure the effectiveness of
your campaigns. Linkedin can be trickier than it first appears - it’s a bit
Ɉ What a winning Twitter account looks and acts like like wearing smart casual. Tonally, it’s a balancing act. But do Linkedin
Ɉ How to use Twitter Ads Manager for your campaign well and your competitors shall be painfully outclassed. You’ve got this –
Ɉ The right Twitter Ad format for your campaign because we have.
Ɉ Using Twitter Analytics for even more cleverness
Ɉ How to create more Twitterish content - snappy, sharp,
shareable and short. Because Twitter doesn’t suffer fools

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 Module 7 Module 8

INSTAGRAM AND YOUTUBE AND

SNAPCHAT SOCIAL VIDEO
And now for something young and cool, where product YouTube because you have eyes to see. And a picture speaks a
placement is as easy and seamless as 20 minutes of unplanned thousand words – and this being social, should inspire a few thousand
scrolling. Behold Instagram, behemoth of the future, and too. Social video is one of the most awesome tools in your new bag of
Snapchat. The module gives you a deep understanding of digital tricks. And video is no longer the preserve of guys with film study
how these platforms work (faster, more visual), how to make degrees. This power is now yours, and here we give you all the tech and
your brand work in these very different spaces and why you thought basics to make it happen, including how to set up and manage
need this great spread of messaging across the platforms. a YouTube channel and create strategies that don’t treat creativity like
Create a go-to Insta account. Work those tricky Snap features. a buzzword. Learn how video sits within the rest of your mix across
Strategize, advertise and optimise. And learn how here too platforms, build your online audience and use advertising and analytics
analytics equals #superpowers. for visual campaigns that mesmerise.

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 Module 9 Module 10

SOCIAL STRATEGY AND

CUSTOMER PLANNING
SERVICE You’ve got skills, tools, followers, know-how, tech, savvy, smarts and
big ideas. Now learn to tie it all together with cutting-edge strategy, the
One of the most interesting dynamics of social media is how it visionary stuff, as practiced by the world’s leading brands on social.
manages to be collective - the hive mind containing And work out how your wild and responsive social offering sits with –
the thoughts of billions - yet also personal (it’s about what or carries – the rest of your marketing mix.
I ‘like’) and actually kind of intimate (my platform, in my own
time). This leaves miles of scope for that important personal Here we look at research – owned, accessed, desk and audience
interaction - meaning social customer service is an opportunity research – because knowledge is razor-sharp and super-specific
to shine bright like a digital diamond. these days. Work the silent superpower of deep social listening.
Set actionable objectives and KPIs. Turn your plan into a vast, fast-
This module shows you which platforms do service best and unfolding and hyper-responsive reality. Make it happen and then make
how. It’s about happiness – best practice in how to measure it happen better with analytics and measurement tools. You a now a
your customers’. How to train happiness-inducing social true player of the game. Choose your prize and win it.
customer service agents, and how to build and run online
support communities that make people happy. You also get
to evaluate your performance and explore how to make Peer-
to-Peer(P2P) communities (where consumers rate your offering)
happy too. This is human values dressed up as tech.

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 LOOKING
FOR MORE?
DMI Postgraduate Diploma
in Digital Marketing
Looking for more? or looking to take your career to the next
step? Check out DMI Expert our postgraduate diploma in Digital
Marketing. Create powerful and dynamic digital strategy. See it
manifest into real world, business-changing action.

View the Course

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“
“Between the DMI Specialist management

DMI team, comprehensive learning content and

weekly blogs on the Digital Marketing Institute

MEMBER website, I felt that my learning experience was

STORIES
very well supported overall.”

Anna Moldovan, Google

“I had heard a lot of reviews from people in

the industry about the benefits of being a
DMI Member. Additionally, the chance to
learn from the very tenured lecturers that they
have on staff was the main draw for me.”

Kelly Herbst, Hubspot

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 HOW WILL
I LEARN?
We live our promise of new and relevant. ‘No point learning new stuff
in tired old formats’ - our clever new Learning Platform is what they talk
about when they talk about immersive. The user experience is smooth,
seamless and all about you. Let it make you smart and happy on
desktop, mobile or tablet.

Here’s how the latest version walks the talk on new:

Ɉ Short courses called DMI SPRINTS (Analytics, Content

Marketing, GDPR, UX Essentials, CX Essentials, Graphic Design).
They’re called sprints because this is efficient learning that takes
you where you want to go - fast
Ɉ Up to 60% more learning interactions
Ɉ Bite-sized lessons (10-20 minutes)
Our immersive learning platform MYDMI
But that’s not all. We have also created a 360 degree learning
environment for you, which we call MYDMI.

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 CERTIFICATION
AND BEYOND
The course ends. Your new life begins.

But first comes The Test. Yes, it’s an assessment but not as you know it. The Test is
punchy, focussed and dynamic. It happens via a screen (of course). Questions come
in different formats including text-based multiple choice; image-based multiple choice,
matching and hot spot questions. We use the Pearson VUE test centre network which has
over 5,200 centres in 180 countries.

You can take The Test anywhere in the world; everybody gets the same experience. It
lasts 120 minutes, and afterwards (fingers crossed) you are never quite the same. You are
a new kind of marketeer, a DMI Certified digital animal ready to thrive in the digital jungle.
What’s more, your slick new DMI Certification works as a virtual passport. It looks sharp
and is recognised at the door of (just about) all the best opportunities. That’s because it
comes with true authority.

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 LEADERSHIP AND
STANDARDS ASSURED
The industry recognises what DMI does These people don’t just play the game – they They have a direct line to us, bringing in crisp
because we work with the best people and are the game. Hailing from the USA, Europe industry ideas, research, commentary and
we’re helping to move the whole industry and Asia, the Champions have millions of new best practices. We work with them year-
forward. We have created a 27 person panel followers, win awards, get published globally, round to deliver better - sharper products; a
of diverse influencers, thought leaders, tech manage multi-site teams and multi-million clearer, more meaningful Roadmap.
gurus and C-suite change-makers called the dollar budgets and are right at the edge And they develop hot content and webinars
Global Industry Advisory Champions. of new and fast as well as established and exclusively for DMI Members. For you.
influential. Working with the Champions means we
create better players. And a better game.

DMI’S

GLOBAL
INDUSTRY
ADVISORY
CHAMPIONS

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 PLAYING We’re getting you in the game as a
DMI Power Member.
THE LONG But this is a fast game. You need to hit the ground running, so right from the

GAME moment you sign-up for a course, you become a DMI Power Member, which
means you join the conversation with a whole generation of marketeers
around the globe who we’ve helped take their place at the leading edge.
They are a living library of savvy and skills.

Being a DMI Power Member means being connected – to their smarts, to

trends in industry, to experts who can bring unique insights to your work; to
other great people with a task, vision or stellar trajectory like yours. You are
connected to opportunities.

Here’s the small print on what you get:

Ɉ Thought and practice-leading, world-class content from the edge of new

Ɉ High-quality templates and toolkits. Looking the part is not just about
smart casual
Ɉ A career zone. Real insight from the inside
Ɉ Industry news and analysis. The exciting stuff

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 Member Benefits MEMBER POWER POWER +

Podcasts ✓ ✓ ✓

WHAT DMI Articles ✓ ✓ ✓

MEMBER Webinars ✓ ✓ ✓

ARE YOU?
Expert Walkthroughs ✓ ✓ ✓

eBooks 20% ✓ ✓

Case Studies 20% ✓ ✓

MEMBER
Sign up today, join 55k Members today at no cost, enjoy Toolkits 20% ✓ ✓
restricted access to our great member benefits.
Exclusive Interviews 20% ✓ ✓
POWER MEMBER
Community Forum ✓ ✓ ✓
Enjoy unrestricted access to all Member content within
your MyDMI Account. You also receive one year free Power Short Courses ✓ ✓
Membership with the purchase of our courses.
Audio Books ✓ ✓
POWER + MEMBER
Audio Case Studies ✓ ✓
Already a Power member? Get certified, unlock CPD and
become a Power+ Member. Audio Interviews ✓ ✓

Presentations ✓ ✓

Member Spotlight - Publish Your

✓ ✓
Content

CPD Program & CPD Designation ✓

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 WE ALSO 2. Continuing Professional Development (CPD) for

KEEP YOU IN
Power + Members is about being the best digital
marketing professional that you can be - and taking

THE GAME
the industry with you. You get access to a special
CPD zone and rack up credits as you rack up fresh
knowledge – 40 credits over 3 years means your
As this is the game of perpetual motion, we’ve gone beyond Certification stays up-to-date. And so do you.
what we offer you as a DMI Power Member and created not Becoming a Power + Member.
one but two other hot routes to perpetual relevancy.
Ɉ Recognition. CPD is a brilliant way for you to
1. To keep you top of your game, we also give you Just-in- communicate just how great you are
Time (J-I-T) learning activities through webinars and online Ɉ You hold your status among an elite group of high
short courses called DMI SPRINTS. performing digital marketing professionals. CPD is a
Badge of Honor
DMI SPRINTS effective-straight-away-learning short Ɉ You look the part on LinkedIn
Ɉ You are empowered to expect a higher income
courses in Analytics, Content Marketing, GDPR, UX Essentials,
Ɉ Access to key Skills Experts through our annual
CX Essentials, Graphic Design.
webinar portfolio
Ɉ In-platform bitesize learning activities. Stay sharp
Hot content. Always.
Ɉ CPD Accredited eBooks and Webinars

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 SUPER-
RELEVANCE
True leaders don’t go it alone. They surround themselves with great people who channel great
ideas. That’s what we’ve done. We’ve even created special ‘great people’ teams.

Meet DMI Skills Experts. Because digital doesn’t gather dust, DMI’s Global Industry Advisory Champions are tech leaders,
we throw open the doors of our virtual classrooms and welcome industry insiders and influencers from across the globe; from
in new ideas and creativity. The Skills Experts ensure our courses top global and technology brands. They’re digital trend-
are as dynamic as the world they equip you to enter - and spotters, on the trail of new ideas, razor-sharp insights and
that your new skills are a flawless fit for real industry needs. virgin opportunities. They feedback the cream of what they find
They have their ear to the industry ground, meet with the big into our skills framework - a framework that defines new global
players and shape your course materials – and reshape them in standards for the whole industry. It’s a circle of better.
response to this most responsive of disciplines. We’ve designed
the zeitgeist right into your programme. Our Champions are moving the industry conversation forward
and bringing you right into the conversation too.
What next for digital marketing? The answer is always change.
And that’s great. We champion change.

Under the guidance of

Global Industry Advisory Champions
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including
 BECOME A DMI MEMBER
By now, your digital marketing path is so clear it even comes with a Roadmap, which tells you exactly where your DMI Certification
stands. Follow the Roadmap to even more relevance and recognition. Or stop. Enjoy the scenery. Branch off and explore. Get back
on the road when you’re ready to achieve more. Go as far as you want.

Skill Level / Beginner Professional/Specialist Expert Master Certification

Course

DMI
ESSENTIALS *6 Hours Basics

DMI *30 Hours Comprehensive

PRO

(x4 Specialists - **Social Selling,

DMI
*30 Hours Specialist Search Marketing, Strategy and
SPECIALIST Planning, Social Media Marketing)

DMI *120 Hours Expert • 2 Assignments + Electives

EXPERT

DMI *2 Year Masters + Thesis

MASTER

* Projected Learning Time to complete course

** 6 Hour Specialist course

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 FIND AUDIENCES
BE FOUND
CHOOSE SEO
GO PLACES
GO MOBILE
CREATE CONTENT
GO VIRAL
BOOST SALES
LEARN PPC
BOOST YOUR SALARY
CHOOSE COURSES
STAY RELEVANT
STAY AHEAD
Get in the game with DMI.

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 READY TO
GET IN THE
GAME?
The digital marketing game is ready for you. To respond, share,
grow, anticipate, evolve. To play your edge. Pass your edge.
Let’s start getting you in the game and keeping you there.

Talk to a Digital
Transformational
Advisor today.

Call + 1 917 636 5832 Email an Advisor

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