The landscape of Advertising and Public Relations have changed dramatically in the face of this exciting medium.Online Marketing has emerged as a Powerful Tool in the Management of;
The Web and E-mail
Interactive TV and Wireless Media areas
Search Engine Advertising and Optimisation as Mechanisms to Promote, Publicise and Profile
Our Practical Diploma Course will enable participants to develop the skills to Manage their Marketing Challenges Digitally.
This course is accredited by The Advertising Association of Ireland and is Industry recognised.
Course Content
Marketing
Introduction: 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 & Creating Online Campaigns; SWOT Analysis, Competitor Assessment and Business Strategy; Product Portfolio Planning - Models and Management; Developing a Marketing Plan - Implementation and Control; Online & 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, Link Farms and Link Exchanges, 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 Text Ad Creation; Google Reports, Analytics and Conversion Tracking
Authority Sites: Definition, Authority 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 Websites 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 - Press Relations, Public Affairs, Lobbying, Online & Offline 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 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.
Online Marketing Project
The course project is an important part of the course. Groups are formed and each group is given the same project brief. The groups are then asked to present their recommendations to the examiners towards the end of the programme. This gives participants the opportunity to use the knowledge they have obtained during the course in a focused way and develops teamwork skills.
Methods of training
This course offers practical industry learning through: Lectures, Discussions, Role-Plays, Practical Exercises, Projects, Case Studies, etc.
Lecturers
The Fitzwilliam Institute has a panel of qualified and motivated lecturers. Go to Top
Who should apply
Applicants who are interested in developing a career in Online Marketing, Advertising, E-Commerce or related areas. This Course is also useful to professionals working in any traditional Marketing arena .
Enrolment for this course is available online through our course payments page, alternatively you can call us to arrange a consultation on 01 2834579.
Possible Careers
Graduates from this programme will find the course very beneficial in terms of supporting their primary career and also providing a platform for new opportunities in the Marketing, Advertising, PR and E-Commerce sectors. The course also provides an excellent foundation for those who wish to pursue further study with any of the professional bodies or academic institutions.
Qualifications
Successful candidates are awarded the Diploma in Online Marketing (Dip. Online. Mkt.& Adv.) at Pass, Credit or Distinction level. The Diploma is awarded by the Association of Advertisers in Ireland.
