Digital Marketing Communications
Overview of Marketing Communications, How Marketing has changed in the Digital World, The Changing Consumer Journey, The Buying Funnel, The Changing Organization, and The Changing Marketing Mix. Market Segmentation and the Importance of Understanding the Customer. Market Research, and Collecting and Analyzing the Data. The Importance of Branding and Brand Development. Marketing Communications in a Digital World. Promotional Activities including Advertising, Sales Promotion, Personal Selling, Sponsorship, Direct Marketing, and Public Relations.
Digital Marketing Strategy & Planning
Essence of Digital Marketing, Adoption of Planning Frameworks, Situational Analysis, Planning using Personas, Audience Segmentation, Value Proposition, Setting Objectives, Formulating Strategy, Engaging throughout the Customer Lifecycle, Prioritizing Digital Tactics, Evaluating Success and Optimising Strategy.
Search Engine Optimisation I
Overview of Global Search Engine Market, How Search Engines Work, Search Engine Behaviour, Obtaining Visibility in Search Engines, Robots/Spiders for Different Content, Ranking Factors, Importance of URL’s, White Hat Optimisation, Optimum Approach to Website Architecture for SEO, Importance of your Websites Content Quality and Engagement, Search Engine Algorithms, Recent Google Algorithm Updates, choosing Keywords and Content Topics, Long Tail Keywords
Search Engine Optimisation II
Semantic Indexing, Influences in Click Through Rates in Organic Listings, Meta Data, Content Strategies for Local Listings, Multi-Region /Multi-lingual Content, Image/ /pdf Optimisation for SEO.What is Anchor Text, External Links vs Internal Links, Quality vs Number of Link Backs, Link Recency, Link Directories, Link Spam, Offsite SEO and Trust, Domain Authority, Opensite Explorer, Social Media and SEO, Personalization, Free and Enterprise SEO Tools, Using Google Search Boolean Operators for Competitor Research, Keyword Strategies, Google Keyword Planner, Webmaster Tools, Screaming Frog, Ranking by Ethical Means.
Factors Affecting SEO
Domain Name Selection, Inbound Linking and the Anchor Text Factor, Landing Page Optimisation, Spiders, Crawlers and Robots, Principals of Attracting Robots, Maximising your Website's Title Tag, Head and Meta Tag Content, Opening Paragraphs, Use of Formatting Tags to Attract Robots, Posting your Site to Search Engines, Reposting After Changes.
Key - Genetic Modifiers, Location, Price, Types, Industry Specific, Keyword Tools. Keyword Phrase Research, Keyword Buying Phrases, Focused Product Related Pages, The Tier System and Keyword Evolution, Choosing Keyword Density, Effective Keywords, and Regionalisation of Keywords. Landing Page Optimisation, Spiders, Crawlers and Robots, Principals of Attracting Robots, Maximising your Title Tag, Head and Meta Tag Content, Opening Paragraphs, Use of Formatting Tags to Attract Robots, Posting your Site to Search Engines, Reposting After Changes.
MANAGING DIGITAL MARKETING CONTENT
Definition of Content Marketing, Inbound Marketing, Content Creation Lifecycle, Content Types (Infographics, Audio-Visual, Chalk-Talks), Content Marketing Case studies, Google hangouts, webinars, graders & widgets, content and event promotion, Undertaking a Content Audit, Mapping Content to Target Audiences and Buying Cycle, Content Planning, Content Syndication and Social Sharing, Google Authorship, Content Atomization.
Website Hits, Page View Analytics, Recording Online Visitor Statistics, Time of Visit to Website, Keyword Phrase Used, IP Address Information, Web Arrival and Exit Pages, Logfile versus Page Tagging, Web Click Tracks and Google Analytics, Benefits of Web Analytics.
Benefits of Tracking, Tracking Methods, How to Set up a Google Analytics Account, Adding Tracking Code to Your Website, Webmaster Tools, GA Profile Settings, User Management, Goals, Filters, Events, Custom Alerts, Reports, Analyzing Your Website Audience Using Google Analytics , Understanding Visitor Flows, Acquisition, SEO, Analyzing User Behavior, Reporting on Site Content, In-Page Analytics, Conversions, Funnels, eCommerce, Multi-Channel Funnels, Google Analytics Tools.
Introduction to AdWords, setting up a Google AdWords account, AdWords account structure, managing multiple accounts, building an AdWords campaign, keyword tools, networks and devices, bidding types, ad text guidelines, writing good ad text, managing your PPC campaign, common Google AdWords mistakes.
Introduction to Google AdSense, factors that affect revenue earnings, the range of AdSense products, targeting options, the AdSense interface, creating an Ad Unit, Custom Channels, Allow and Block Ads, block sites and categories ad networks, ad review centre, performance reports.
Writing for the Web
Creative Writing for the Web, Writing for your Client, Relevant Marketing Content - Importance of, Simple versus Complex Marketing Messages, Keeping a Natural Flow to your Marketing Content, Keyword Management, When to use Key Words, Ratio of Prose to Keywords, Importance of Homepage Content, Importance of Spell Checking, Using a Copywriter.
Social Media I
Using Social Media to Market and Communicate Online, Facts and Figures for Social Media Adoption in Ireland, Creating a Social Media Strategy, Finding Your Customers Online, How to Market Your Business on Facebook, How to use Twitter to Reach Customers and Influencers, How to Find Leads on LinkedIn, How to use Blogging and Content Marketing to Reach Your Target Market.
Social Media II
Video: Choosing the Right Type of Video, Viral Videos, Tips on Video Planning, Optimising for Better Search Results, How to Get Your Video Seen, Social Media Marketing Case Studies, Social Media Tools, Creating a Social Media Policy, Brand Personality and Tone of Voice - Speaking the Language of your Customers, Creating a Content Calendar, Measuring Social Media Success, Social Media Tips.
Introduction to Blogging, The Benefits of Blogging for Business, Blogging Platforms and Tools, Golden Rules of Ideas for Blog Content, Structure of a Blog Post, How to Drive Traffic to Your Blog, Commenting on Other Blogs, Getting More Readers.
INTERACTIVE TOOLS AND DATA COLLECTION
Facebook Social Plugins – Like/Share/Send Buttons, Twitter Widgets – Profile/Favorite/Search Widgets, Pinterest Pin It Button, LinkedIn, Video Galleries, Flicker Libraries, Creating Community with Forums and Blogs, Geographical Elements – Maps and Currency.
Online Data Collection
Survey & Polls, Lead Generation, Sign Up Form, Feedback Form, Website Optimiser, Newsletter Sign Up, Diary & RSVP.
Facts & Figures re Email Effectiveness, Best Practice in Building Your Email List, Defining Your Email Marketing Objectives and Content, Email Heading Tips, Segmenting Your List, Benefits of Using Email Software, Examples of Email Software, Measuring Success, Rules and Regulations of Email.
Why Mobile, SMS Marketing, QR Codes, Augmented Reality, Branded Apps, Mobile Sites, Proximity Marketing (Beacons, Bluetooth, NFC and Location SMS), Mobile Advertising, Mobile Search, Mobile Behavior, Legal Concerns.
Introduction to Affiliate Marketing, Irish Affiliate Landscape, Affiliate Networks, Affiliate Marketing as Part of the Marketing Mix, Affiliate Marketing SWOT, Reasons to Use Affiliate Marketing, Traits of a Successful Affiliate Marketing Programme, Types and Examples of Affiliates, Relationship Between Search and Affiliate Marketing, Direct-Linking Search, Strategic Search, Examples of Affiliate Marketing Lead Generation.
Online Media Buying
Overview of Online Media Buying , the Irish Digital Media Landscape, Types of Digital Advertising, Digital Advertising Terminology and Formats (including rising star formats), Mobile Display, Ad Networks, Content Integration, Social Media Advertising, Search Engine Marketing, Affiliate Marketing, Email Marketing, Steps to Planning a Digital Campaign, Reporting and Evaluation.
Overview of Traditional Marketing
Marketing Concepts; Barriers to Marketing Implementation; The Marketing Environment - Political, Economic, Social and Technical Factors; The Market Information System; The Market Research Process - Collecting and Analysing Data; Reporting the Findings.
Marketing Management and Planning; Organisation and Management of the Marketing Department; Corporate Planning; SWOT Analysis, Competitor Assessment and Business Strategy; Product Portfolio Planning - Models and Management; Developing a Marketing Plan - Implementation and Control; Market Segmentation, Targeting and Positioning.
TRADITIONAL ADVERTISING ESSENTIALS
Overview of Advertising; Representative Bodies; Codes of Practice; Relationship between Advertising, Advertisers, Media and PR; Advertising Agency - Structure, Appointment, Remuneration and Evaluation; Strategic Development and the Creative Process.
Creativity in Advertising; The Creative Process - Themes, Rational and Emotional Motives to Purchase; Integration of Direct Marketing Concepts into Creative Strategy; Testing Creative Effectiveness; Campaign Creation and Development.
Media Planning Process - Media Options, Identification and Critical Analysis; Budgeting for Media Choice and Scheduling; The Role of Media in the Advertising and Promotional Mix; The Media Buying Department - Form and Function; Media Classes and Vehicles, Structure
Advertising Campaign Management
Formulating Strategic Advertising Campaigns to support Branding, Segmentation and Positioning Strategies; Campaign Research and Evaluation of Effectiveness.
ONLINE PUBLIC RELATIONS
The Social Media Landscape
Blogs, Microblogs, Chatrooms, Delicious, Email, Flickr, Twitter, Instant messaging, Message Boards, Mobile Internet , New Media Releases, Online Conferencing, Online Surveys, Pay per click, Podcasts, RSS, Search Engines, SEO, Social Networking Service Sites, Video Sharing, Virtual worlds, VoIP, Wiki and Widgets.
The Internet as a Media
Commercial Implications of the Internet, Social Interaction with the Internet, Web 2.0 and its Implications, Internet Convergence, the Network Effect, Internet Information Exchange, Internet Audience Size and Exposure, Internet Culture and Communication, Transparency and the Internet.
Online PR building blocks
Online Communications Platforms, Online Communication Channels, Online Communication Mediums, Interactivity and Application of Communication Channels, Policy, Optimisation, Monitoring and Evaluation of Online Communications Channels, Online Communications Channels Planning and Implementation.
Social Media and PR strategy
Local versus Global Communication, Landscaping Platforms, Channels and context, Online PR Organisational Analysis and Segmentation, Developing Online PR Strategies, Online PR Tactics and SEO considerations, Online PR Planning, Managing Online PR Risk and Opportunities.
Online Influences on Present PR Practices
Internet influence on News, Internet Journalists, Economics of Online News Production, Internet Critics and other influences, the PR Practitioner as an Online Publisher, Ethical Internet PR, Truthfulness and Duty of Care, Online Ethics, Debate, Guidelines and Best Practice. Monitoring and Evaluation of Social Media Discourse, Trends and Value. Policy Influences, corporate speak. Implications of Social Media for Corporate Social Responsibility.
TRADITIONAL PUBLIC RELATIONS ESSENTIALS
Public Relations Defined
Its Role within the Promotional Mix; PR Techniques and Methodologies - Press Relations, Public Affairs, Lobbying, Press Releases, Broadcasting, Photography, Literature and Printing; Crisis Management, Contingency Planning and Corporate Image; PR Planning - Setting Objectives, Budgets, Proposals; Fundamentals of Sponsorship; Types of Sponsorship - Sports, Cultural, Education and Charity; The Sponsorship Management Programme - Objectives, Selection, Budget, Agency and Event Management; Measurement of Effectiveness.
Characteristics of eCommerce, waves of eCommerce, advantages and disadvantages of eCommerce, methods of accepting payments online, SSL, eCommerce categories, methods of accepting payments online, eCommerce platforms and their features, traits of successful eCommerce websites, eCommerce conversion rates by device, shopping carts and dropout rates, multichannel commerce, challenge of integrating online and offline, online personalization, google shopping, analyzing eCommerce website user behavior, social media and eCommerce, mCommerce, considerations when implementing an eCommerce project.
Web Site Architecture, Design and Usability
Introduction to HTML and CSS; website hosting options, ftp, web content management systems and features, principals of good web design, the importance of usability, user focused approach to design, how to measure usability and build a business case for improving it, about website accessibility, sample approaches to ensuring your website is accessible.
What is HTML?; The structure of a HTML web page; Introduction to HTML Tags; The , , and Tags; Creating a basic HTML web page; Working with text; Basic formatting – the , and Tags; Other formatting Tags – the Tag and the Heading Tags; HTML Attributes; Working with Hyperlinks; Using colour in a web page; Working with Images; Formatting images for the web; HTML Lists – ordered Lists, Unordered Lists and Definition Lists; Creating Tables in HTML; Formatting Tables.
What is CSS?; How does CSS work?; The three types of Cascading Style Sheets – In-Line CSS, Internal CSS and External CSS; Examples of formatting using CSS; Linking a web page to an external CSS page; Formatting the page with CSS; Font and Text formatting; Working with Links.
Careers in Digital Marketing
Developing your online personal branding online, maximize your use of search, types of careers in online, targeting SMEs and multi-nationals, STAR approach to interviews, traits companies look for in digital marketing professionals.
Setting Up and Marketing Your Own Digital Marketing Consultancy
The Business Plan, Legalities, Setting Up: Set up a workplace, Organise your insurance, Understand the options available to you for financing your business. Marketing Strategy: Create a marketing strategy, Develop a marketing plan. Knowing Your Competitors, Promotional Tools: Understand and utilise the range of promotional tools.
Creating and Delivering a Presentation, Client Presentations: Create an effective presentation (e.g. an event pitch), Tailor your presentation to your audience, Demonstrate an awareness of the appropriate use of visual aids (including design considerations), Understand the vocal, verbal and visual aspects of a presentation (including the use of body language), Presentation Rules and Characteristics.
The projects are an important part of the course. Each course participant is given project briefs. Participants are asked during the course to produce Pitch Proposals with their recommendations to the examiners. This gives participants the opportunity to use the knowledge they have obtained during the course in a focused way and develops relevant skills.
Methods of Training
Lecture Modules, Online Resources, Subject Expert Feedback Sessions after each Module, practical case studies, end of module assignments. etc.
The Institute maintains a qualified panel of Subject Experts.
Who Should Apply
Anyone interested in developing skills or a career in this area. Early application is advisable as places are booking up fast.
Career opportunities in Digital Marketing and Social Media exist in the corporate, public and not for profit sectors, on the client side and on the consultancy side. Graduates of this programme may have Digital Marketing and Social Media as a main or secondary responsibility while also working in another area such as marketing, promotions, sales, sponsorship, etc. for an organisation. The course takes these possibilities into consideration.
Successful candidates qualify for the Postgraduate Diploma in Digital Marketing & Social Media. The Postgraduate Diploma is awarded at Distinction, Credit or Pass level.