Postgraduate Diploma in Online Marketing and Advertising (PG Dip. Online Mkt. & Adv.)
with Public Relations, E-Commerce and Arranged Work Experience. (6 months)
Almost €800 million is being spent on advertising in Ireland each year across a myriad of media types.Online Marketing and Advertising is a career to which many aspire. Keys area requirements demand;
On the management or client handling side an analytical and focused mind
On the creative side an original but disciplined mind
In media planning, precision and negotiating skills
Our Postgraduate Diploma in Online Marketing and Advertising course give participants practical training in all of the above essential areas of Online Advertising, New Media and related areas together with arranged work experience.
Course Content
Marketing
Introduction to Marketing and the Marketing Concept; 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:
Marketing Management and Planning; Organisation and Management of the
Marketing Department; Corporate Planning; Planning Online Campaigns; SWOT Analysis, Competitor Assessment and Business Strategy;
Product Portfolio Planning - Models and Management; Developing a Marketing Plan -
Implementation and Control; Online and Offline Market Segmentation, Targeting and Positioning.
Online Marketing
Search Engine Optimisation (SEO):
The Online Content Factor, Search Engine Algorithms, Impart, Spamming,
Online Advertising, Web Keyword Strategy, Link Relevancy, Ranking by Ethical Means. Practical Exercise - BMW Case Study.
Search Engine Link Management: White Hat Optimisation, Link Exchange, Web Directories, Long Term Online Planning,
Web Analytics, Web Page Tagging, Server Log File Interpretation, Building Online Quality Links,
and Online Link Farms, Web Site Maps.
Analysing the Web:
Website Hits, Page View Analytics, Recording Online Visitor Statistics,
Time of Visit to Website, Keyword Phrase Used, IP Address Information, Arrival and Exit Pages,
Logfile versus Online Page Tagging, Online Click Tracks and Google Analytics, Benefits of Web Analytics.
The Google Factor:
Google Adwords features; Adwords Policies; Google Adwords Distribution;
Google Adwords Pricing and Ranking; Internet Position Performance; Google Online Account Creation and Navigation;
Google Keyword Matching; Google Location Targeting; Google Web Text Ad Creation; Google Reports,
Analytics and Conversion Tracking
Authority Sites:
Definition, Authority Internet Site Formula, Visitor Optimisation, Contact Optimisation,
Creative Online Marketing, Anatomy of an Authority Site, General Domains, Sub Domains, Creating an
Effective Authority Site, RSS Feeds, Interactivity Onsite, Consistency, Points to Blog.
Keyword Management:
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,
Regionalisation of Keywords.
Factors Influencing Optimisation:
Domain Name Selection, Inbound Linking and the Anchor
Text Factor, Landing Web 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.
Promoting your Website:
RSS Feeds, Public Relations Writing, Articles and Press
Releases, Web Public Relations Campaign Management, Articles and Print Media, Press Release
Writing, Successful Article Writing, Effective Press Releases, Media Outlets, Outsourcing,
Dealing with Distribution Companies, Frequency of Press Releases and RSS Feeds.
Writing For the Web:
Creative Writing for the Web, Writing for your Client,
Relevant Web Content - Importance of, Simple versus Complex Marketing Messages, Keeping a Natural Flow
to your Online Content, Optimising Site Content, Keyword Management, When to use Key Words, Ratio
of Prose to Keywords, Importance of Homepage Content, Images and Art Text, Importance
of Spell Checking, Using a Copywriter.
Advertising
Strategic
Introduction to Advertising; Representative Bodies; Codes of Practice; Relationship between Advertising, Advertisers, Online & Offline Media and PR; Advertising Agency - Structure, Appointment, Remuneration and Evaluation; Strategic Development and the Creative Process.
Creative
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 - Key Procedures, Considerations and Methodologies; Exploring Opportunities for Integration with other Communication Techniques - Sponsorship, PR, Sales Promotion, Direct Marketing and E-Commerce.
Media
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, Characteristics, Planning, Evaluation and Scheduling; The Media as Relationship Builders - Growth and Effect; Introduction to the New Media - Internet, Interactive TV and Electronic Multimedia.
Campaign Management
Formulating Strategic Advertising Campaigns to support Branding, Segmentation and Positioning Strategies; Campaign Research and Evaluation of Effectiveness - Pre and Post Testing Techniques; Understanding Consumer Behaviour and Market Research in Advertising Composition; Integrated Marketing Communications - Definition, Key Features and Benefits.
Public Relations
PR Defined; Its Role within the Promotional Mix; PR Techniques and Methodologies - Online & Offline 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.
Online PR Module Content
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.
E-COMMERCE - Website Creation
The Business of E-Commerce & Online Marketing; Website Creation and Design; Macromedia Dreamweaver - Page Creation and Preview; Formatting and Layout; Images; Tables and Frames; Setting up Web Links and URL's; Libraries, Templates, Forms, Behaviours and Timelines; Publishing and Site Management; Script Development; HTML Development; Formatting, Links, Frames and Tables; Images and Animation ; Usability - Design and Layout Guidelines; Site Uploading - File Transfer Protocol.
Presentation Skills
Preparation and Research; Speech Content - Subject Matter and Objectives; Speech Delivery and Variety; Body Language, Eye Contact, etc.; Presentation Aids e.g Visuals, etc.; Management of Locations and Audiences; Presentation Structure.
Practical Application
All course sections include case study examples and practical activities to ensure that key elements are understood and applied. Participants will have the opportunity to prepare real world examples of Event Management and PR proposals, briefs, evaluations, marketing plans etc.
Course Project
The Course Project is a critical part of the curriculum as it requires participants to apply all practical Event Management
techniques learned in the program. Groups are formed and each group is given the detailed project brief and event requirements
for their Web Marketing Campaigns. The groups are then asked to present their recommendations to the examiners towards the
end of the programme. Practical guidance will be offered throughout the course by lecturers and practitioners to ensure that theoretical learning is translated into practical proposals.
Personal Development
A special feature throughout the programme is the time devoted to the personal development of each individual. This includes an initial personal consultation to assess each individual and to discuss and establish future goals and aspirations. This is followed by careful preparation of a Curriculum Vitae so that each participant has a clear and well-presented CV to submit to potential employers. Other key areas in the Personal Development programme include communication skills, assertiveness training and the importance of attitude and motivation. Personal counselling is provided as required throughout the course.
Practical Work Experience
During the second part of the course placements are arranged with companies and organisations that can give course participants practical experience in the work areas in which they want to develop their careers. This phase of the course is closely monitored with regular assessment visits being made to each student and host company supervisor. It is expected that a significant percentage of these placements will lead to employment.
Methods of Training
This course offers practical industry learning through: Lectures, Discussions, Role-Plays, Practical Exercises, Projects, Case Studies, etc.
Lecturers
The Fitzwilliam Institute maintains a panel of qualified and motivated lecturers who work as a team monitoring each student's progress.
Who Should Apply
Graduates or mature applicants who are interested in developing a career in Online Marketing & Advertising.
Application Process
Selection is based on consultation and academic achievement.
Early application is advisable as places are limited. If you wish to be considered
for this course please download the application form here and forward it to us at info@fitzwilliaminstitute.ie and contact us on 01 2834579 to arrange a consultation.
Possible Careers
Career opportunities in Event Management 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 Online Marketing & Advertising, 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.
Qualifications
Successful candidates qualify for the Postgraduate Diploma in Online Marketing. The Postgraduate Diploma is awarded at Distinction, Credit or Pass level and is accredited by the Association of Advertisers in Ireland.
