Diploma in Digital Marketing - 26th January

The 13 week Diploma in Digital Marketing Course will restart again in January.

We are thrilled to be running this course once again, in Dublin, starting Thursday 26th January 2012.

The Diploma in Digital Marketing Course is designed to enable you to develop a focused digital marketing strategy that can help your organisation increase sales and become more profitable.

Overview

The IIA have joined forces with Irish Times Training and Prosperity Recruitment to offer a Diploma in Digital Marketing. Organisations of all sizes are seeking to come to terms with the impact of the fast evolving digital world and this Diploma will enable you develop a focused digital marketing strategy that can help your organisation become more efficient and more profitable.

It is a part-time evening Diploma run on Thursday evenings commencing 26th January for 13 weeks finishing on the 18th April 2012.

Course modules include

• Digital marketing strategy,
• Search Engine Optimisation (SEO),
• Online Advertising,
• Mobile Web,
• Social Media,
• Online PR
• Legal
• and more.  

Trainers include Krishna De, BizGrowthNews; Sandra Hennessy, Dynamic Web Marketing; John Ring, RingJohn; and Conor Pope, Irish Times.

Timetable and Venue

The Diploma is a part-time, evening programme run over 13 weeks from 6pm to 9pm in the Irish Times Building, 24-28 Tara Street, Dublin 2.

Internet Marketing FETAC MINOR AWARD Level 5

Delegates who wish to obtain the Internet Marketing FETAC Minor Award Level 5 will be required to complete a Search Engine Assignment, Research Project and Digital Marketing plan.

Module 1 – Digital Marketing Strategy

The foundation module will examine how the internet has changed the relationship between businesses and customers and what marketers need to do about it. Setting the scene for the rest of the course it will examine current trends in marketing, and how the internet affects strategy, tone of voice, media placement, and copywriting style. Using examples of global best (and worst) practice the module finishes by introducing a scorecard system for planning online marketing strategically.

Module 2 – Search Engine Optimisation

This module will demonstrate how you can use search engine optimisation and marketing to drive customers to your site, how to improve your search engine ranking and how to maximise your conversion of visitors to customers. It will look at how you maintain search engine visibility and continuously improve it using trusted and transparent methods.

Module 3 – Google AdWords / Pay per click Ads

This module will show you how to set-up AdWords campaigns that are effective and increase your click through rates. You will learn what’s involved in ongoing AdWord campaign management, find out how to set your budget and how to write compelling ad copy.

Module 4 – Online Advertising

This module will show you how to plan an online advertising campaign. It will help you put together an overall strategy for display advertising, write a creative brief, determine the best media for your objectives, understand how to maximize your return on investment and show you how to correctly budget for your online ad spend.

Module 5 – Email Marketing and Lead Generation

This module will reveal how permission-based email marketing plays an integral part in digital marketing to increase customer reach and sales. You will find out how to write, time and test campaigns as well as gaining an insight into data protection considerations.

Module 6 – Online PR

This module will look at the changing face of public relations and the benefits of integrating online PR into your communications plan. We will examine how different online platforms and content are appropriate in varying situations, how to develop an online press release and how to monitor and manage your reputation online. 

Module 7 - Online Video

This module looks at how you can create a community, increase brand awareness, click-through & response rates by using online video. We look at how to create, edit and distribute video. We examine where it is appropriate to use video and the impact it can have, how seeded and viral video can be used to best effect using case studies. We’ll discuss the channels on which to distribute video for maximum impact, results and returns. And, finally, we’ll examine what’s in store for video use and quality as broadband speeds improve.

Module 8 - Website Analytics

This interactive, practical module will help you derive useful insights from website analytics. It is designed to help you get actionable insights from the traffic to your website, which can then be used to improve design and optimise traffic. You’ll be able to identify areas that require improvement and you’ll be able to measure the impact of changes implemented.

Module 9 – Mobile Web

This module will equip you with the information you need to help develop your organisation’s mobile web strategy. We’ll look at how content needs to be rendered differently for mobile consumption, the various methods available for deploying content for mobile devices and the impact this has on design. You will understand how the user requirements are different in the mobile context and take a peek at future advances in mobile and what it means for your digital marketing strategy.

Module 10 - Legal

This module will focus on the legal challenges and issues that digital marketing presents.

Module 11 & 12 - Social Media and Your Online Brand

Learn how to leverage your company’s presence on Social Media platforms to generate more connections, build relationships with customers and boost your bottom line profits. These two modules take an in-depth look at Facebook, Twitter, LinkedIn and other popular social networks, as well as blogging, podcasting, online video & photo sharing. It includes case studies of Irish and global businesses using social media effectively to build customer communities and manage their online brand.

Module 13 – Writing for Digital Marketing

This module will provide you with the necessary skills to express yourself effectively in an online world. It highlights the differences between writing for the web versus print media and will provide you with a thorough understanding on how to position digital content to attract and convert visitors.

Supported by

In partnership with