DMI Pro – Professional Diploma in Digital Marketing

Here’s What You Get:

Master digital marketing in the AI era. Learn in-demand skills across AI, SEO, social media, PPC, and strategy through hands-on AI simulations and the latest techniques, including Generative Engine Optimisation (GEO). Gain the confidence to use AI, optimise performance, and drive measurable business results.

DMI Pro is developed and constantly updated under the guidance of DMI Global Industry Advisory Council, including some of the most influential marketers globally, to ensure that the course content and curriculum reflect the latest trends, practical skills, tools and best practices in the industry. Download a course brochure to learn more about course content and modules.

New Content Added

What is New & Updated?

The latest version of DMI Pro has been fully rebuilt for the AI era, with AI integrated throughout every module, not treated as an add-on.

Updated:

• AI fully integrated across all nine modules
• Streamlined from ten to nine modules for a sharper, more focused learning experience
• Stronger emphasis on data-driven optimisation, testing, and performance
• Refreshed content across SEO, PPC, GA4, Content Marketing, and Strategy

New:

• New Generative Engine Optimisation (GEO) content prepares marketers for the rise of AI-powered search and discovery
• AI-powered simulations embedded into key modules, enabling learners to practice decision-making in realistic scenarios
• Greater focus on optimisation, testing, and performance improvement to help marketers drive measurable results
• A streamlined nine-module structure delivers a more connected and efficient learning experience

Learning outcomes in a nutshell

1. Harness AI tools and technology to power smarter research, planning, and decision-making across every stage of your digital marketing activity.
2. Build insight-driven content strategies aligned to your audience and business goals, from personas and brand storytelling to AI-assisted creation, distribution, and performance measurement.
3. Build engaged communities, run high-performing paid campaigns, and use AI-powered tools and simulations to scale your social media activity across every major platform.
4. Boost organic rankings with proven SEO techniques and stay discoverable in the age of AI-powered search with Generative Engine Optimisation (GEO).
5. Plan, launch, and optimize paid search and display campaigns using Google Ads, AI-driven bidding, Performance Max, and hands-on simulations that prove real ROI.
6. Design personalised, results-driven email programmes that generate leads, retain customers, and drive brand loyalty through automation, smart segmentation, and continuous optimisation.
7. Build user-centred websites and ecommerce experiences optimised for conversion and tap into social commerce to turn browsers into buyers.
8. Harness Google Analytics 4 and AI-powered insights to track performance, understand customer behaviour, and make confident, data-informed marketing decisions.
9. Bring every channel, budget, and campaign together into an integrated digital marketing strategy powered by AI, built around your business objectives, and ready to deliver results.

AI-Powered Digital Marketing

Module Info & Overview

Discover what digital marketing can really do for your business and how AI is transforming the way it’s done. Learn how to set bold objectives, uncover market insights, use AI for smarter research, and activate the right mix of channels to engage audiences at every stage of the buyer’s journey.

• The AI Era of Digital Marketing
• Traditional and Digital Marketing
• Responsible Use of AI in Marketing
• Digital Channels
• SMART Objectives
• Researching Your Market
• AI for Competitor Research
• AI for Industry and Trend Analysis
• AI for Customer Insight
• The Buyer’s Journey and the Customer Experience

Social Media Marketing

Module Info & Overview

Build social media strategies that do more than grow follower counts. Learn how to create engaged communities, run high-performing paid campaigns, and use AI-powered tools to scale your activity, all applied through hands-on simulations that put you in real decision-making scenarios.

• The Role of the Social Media Marketer
• Influencing the Consumer Journey Using Social
• Key Social Media Terminology
• Key Social Media Platforms
• The Value of Building a Social Media Community
• Engaging an Audience Using Social Media
• Five Key Steps for Creating a Social Campaign
• AI and Social Media
• Use Cases of AI in Social Media
• Third-Party AI Tools and Plugins

Paid Search (PPC) and Display Advertising

Module Info & Overview

Master paid search, display, and video advertising using Google Ads. Learn how to build keyword strategies, apply AI-driven bidding, run Performance Max campaigns, and target the right audiences, all through realistic simulations that build real campaign confidence.

• Paid Search as Inbound Marketing
• The Role of the Searcher
• Driving Quality Traffic
• The Role of Keywords and Signals in Google Ads
• AI-Driven Bidding and Optimisation in Google Ads
• AI Assistance in Campaign Creation and Optimisation
• AI-Assisted Smart Bidding
• PPC Best Practices
• Display and Video Advertising
• Google Display Network, Demand Gen, and Performance Max
• Creating Display and Video Ad Formats with AI Prompts
• AI-Powered Audience Targeting
• The Google AI Assistant and Performance Max Advanced Measurement

Web Optimization, eCommerce, and Social Commerce

Module Info & Overview

Build an online presence that captivates and converts. Learn how to design user-centred websites aligned to your business goals and the buyer’s journey, apply conversion rate optimisation, and drive revenue through eCommerce and social commerce strategies that turn browsers into buyers.

• Build Your Online Presence
• How to Design a Website
• Website Optimization and the Buyer’s Journey
• Conversion Rate Optimisation (CRO)
• UX and UI
• E-commerce Solutions
• Customer Service and Repeat Purchases
• A/B Testing for Website Optimisation
• Social Commerce Channels
• Establishing Social Commerce Goals
• Social Commerce Tactics

Digital Marketing Strategy

Module Info & Overview

Bring everything together into a strategy that delivers. Learn how to set clear objectives, allocate budgets, select channels, and build creative strategies, with AI integrated throughout to sharpen your planning, forecasting, and execution. Leave with a complete campaign action plan ready to put into practice.

• Marketing Today
• Strategy and Return on Investment (ROI)
• AI for Strategic Planning
• Thinking Critically About Research
• Digital Audit
• Strategy and Forecasting
• Developing a Marketing Brief
• Creative Brief
• Working with an Agency
• Using a Media Plan
• Delivering a Campaign Action Plan

Content Marketing

Module Info & Overview

Great content doesn’t happen by accident. Learn how to build insight-driven content strategies aligned to your business objectives and audience needs. From personas and brand storytelling to AI-assisted creation, distribution, and continuous optimisation, this module gives you a complete content marketing toolkit.

• The Business Case for Content Marketing
• Setting Content Goals
• Buyer Personas
• Creating Your Brand Story
• Research and Social Listening
• Visual and Design Content Principles
• Using AI for Content Creation
• Content Curation and Repurposing
• Strategic Content Distribution
• User-Generated Content
• Content Management and Workflows

Search Engine Optimisation (SEO)

Module Info & Overview

Ranking on Google is just the beginning. This module takes you from SEO fundamentals through to the emerging world of AI-powered search, equipping you with the skills to drive organic visibility today and stay discoverable as search continues to evolve, including a deep dive into Generative Engine Optimisation (GEO).

• Fundamentals of SEO
• Search Quality, Spam, and Ranking Systems
• SEO and Keywords
• The Keyword Demand Curve
• How to Conduct SEO Keyword Research
• Optimising Organic Search Ranking
• Focusing Your SEO Efforts
• AI Search Optimisation
• AI Tools for SEO
• What Is Generative Engine Optimisation (GEO)?

Download Brochure

Email Marketing and Automation

Module Info & Overview

Unlock the potential of email marketing with AI and automation to streamline campaigns and maximise impact. Design personalised, results-driven emails, navigate data protection laws, and optimise open and click-through rates. Leverage CRM tools and metrics to boost engagement, generate leads, and foster brand loyalty while ensuring deliverability and audience reach.

• Email and Omnichannel Marketing
• Email Marketing Legislation and Regulations
• CRMs
• Marketing Automation
• Email Marketing Workflows and Benefits
• Email Subject Lines and Copy
• Email Design and Images
• Email Campaign Delivery Challenges
• A/B Testing for Email Optimization
• Optimising Email Campaign Performance

Analytics with Google Analytics 4 (GA4)

Module Info & Overview

Data only has value when you know what to do with it. Learn how to set up and use GA4 to track events, analyse performance, and ensure compliant data practices. Then use AI-powered capabilities to uncover deeper insights and make smarter, faster marketing decisions.

• Google Analytics 4 (GA4) Fundamentals
• Analytics, Data Privacy, and Protection
• GA4 Account Set-Up
• Key GA4 Settings, Audiences and Linking
• Types of GA4 Events
• Key GA4 Reports
• Best Practices for Analysing GA4 Data
• Data Collection and Analysis for AI
• AI for Data-Driven Decision-Making for Marketing
• AI for Strategic Marketing Insights