Skills
Running an online advertising campaign
Targeting, bidding, creative, landing page, measurement: a campaign is steered like an investment whose return is tracked daily. This skill gives you control of the acquisition budget and of the cost per acquired customer.
A budget steered day by day
Online advertising has one distinguishing feature: every franc spent leaves a measurable trace. The point is to measure the right indicator. A low cost per click with a high cost per customer describes a campaign attracting the wrong people, and it is the second figure that decides. The programme teaches that full reading — audience, message, landing page, conversion — then budget arbitration across channels, on genuinely commissioned campaigns.
- Define an audience and pick the channel that reaches it most cheaply
- Write and test several ad creatives in parallel
- Align the advert and the landing page on one and the same promise
- Steer a daily budget against the cost per acquired customer
The volume behind the skill
You steer a monthly acquisition budget across several channels and report on it by cost per customer. These hours are taught: live sessions, workshops, output reviews and assessments.
- teaching blocks
- 3
- of taught instruction
- 450 h
- credits in total
- 45
- professional qualifications concerned
- 3
Catalogue rule: one credit is twenty-five hours of work, ten of them taught.
- Digital Marketing
- 440 (98 %)
- Digital Marketing Essentials
- 10 (2 %)
Which teaching blocks carry it
A teaching block commits the institute to a precise number of hours. These are the figures a credit-recognition office recalculates first.
| Teaching block | Programme | Taught hours | Year |
|---|---|---|---|
| Online advertising and acquisition | Digital Marketing | 240 h | Year 2 |
| Advertising and acquisition | Digital Marketing Essentials | 10 h | Year 1 |
| Performance analysis and attribution | Digital Marketing | 200 h | Year 2 |
The target functions
Each qualification carries a code from the official catalogue and is prepared through continuing education.
| Professional qualification | Target occupation | Level | Taught volume |
|---|---|---|---|
| Marketing Assistant and Community Manager | digital communications officer | 4 · Skilled employee and operative | 400 h |
| Chief Sales and Marketing Officer | sales director, marketing director | 7 · Expert and executive | 700 h |
| E-commerce and Back-office Assistant | e-commerce officer, back-office assistant | 4 · Skilled employee and operative | 600 h |
Which programme takes you there
The same professional act can be reached by several routes. Compare volume, duration and amount.
| Programme | Level | Duration | Fees |
|---|---|---|---|
| Digital Marketing | Bachelor's degree | 2 years | 4 600 000 GNF per year |
| Digital Marketing Essentials | Short course | 2 months | 1 100 000 GNF in total |
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