The landscape of Advertising and Public Relations have changed dramatically in the face of this exciting medium.Internet 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; 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.
Brand Management: Brand Management, Strategy and Competitive Advantage, Consumer – Brand Relationship. The Branding Cycle, Brand Positioning and Stretching. Brand Equity and Valuation. Research Methodologies and Tracking Studies.
Internet 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 Quality Online Links, Link Farms and Online Link Exchanges, 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, Web Arrival and Exit Pages, Logfile versus Page Tagging, Web 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 Online Reports, Analytics and Conversion Tracking
Authority Internet Sites: Definition, Authority Site Formula, Visitor Optimisation, Contact Optimisation, Creative Internet 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 Web Optimisation: 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.
Promoting your Website: RSS Feeds, Public Relations Writing, Articles and Press Releases, Web Public Relations Campaign Management, Online 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 Marketing Content - Importance of, Simple versus Complex Marketing Messages, Keeping a Natural Flow to your Marketing Content, Optimising Online 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.
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 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.
Google Adword Management
Google Adwords
Google AdWords and Online Advertising: The Basics, Tour of Google AdWords Environment, Creating and Managing a Google AdWords Account, Building an Google AdWords Campaign, Keyword research and tools, Creating compelling Google Adwords adverts, Managing a Google Adwords Campaign, Tracking Google Adwords advert performance, Google Analytics, Split Testing, Website performance optimisation, Managing Multiple Accounts.
Google AdSense
Introduction to Google AdSense, Setting up an account, Building a content-rich website,
Designing a content advert, AdSense for Search, AdSense options, Tracking AdSense performance,
AdSense Reports.
Search Engine Optimisation
Introduction to Search Engine Optimization: How people search the web,
Determining your objectives and defining your site audience, Planning your SEO campaign,
Keyword Generation, Adding Content and Meta Tags, Link Building, Developing an SEO
Friendly Website, Optimizing your site for Major Search Engines, Submitting your website URL
to Search Engines, Local Business Listings, Pay Per Click and Google AdWords, Measuring your
results – Web Metrics, Things to that might adversely affect your SEO, Working with SEO Plug-Ins
Social Network Marketing
Introduction to Social Media and Social Networking, How Social Media is transforming the way
we do Business, Facebook, Twitter, YouTube, Bebo and MySpace, LinkedIn, Flickr and Picasa,
Blogs and Blogger, MeetUp and Ning, Second Life, Social Bookmarking – Delicious, Digg
and StumbleUpon, Running a Social Media Marketing Campaign, Measuring the Success of
Social Media Marketing, Social Media Marketing - Case Studies
Advertising
Strategic
Introduction to 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.
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.
E-COMMERCE - Website Creation
The E-Commerce module is broken down into two sections. The first one deals with the Theory of E-Commerce and how to set up an E-Commerce solution for a business. It also goes into some detail on the various types of E-Commerce. The second section deals with web site design. This covers HTML, XHTML and CSS and serves as an introduction to web site design and development.
The Theory of E-Commerce
What is e-commerce?; Definitions; Advantages of e-commerce; Limitations of e-commerce; The 1st and 2nd waves of e-commerce; Categories of e-commerce; Methods of accepting payments online; Working with PayPal; Electronic Wallets; Metered Payments; Off the shelf e-commerce solutions.
Introduction to Web Site Design
HTML
What is HTML?; The structure of a HTML web page; Introduction to HTML Tags; The <html>, <head>, <body> and <title> Tags; Creating a basic HTML web page; Working with text; Basic formatting – the <b>, <i> and <u> Tags; Other formatting Tags – the <p> 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;
XHTML
What is XHTML?; Why XHTML is important; Differences between HTML and XHTML.
CSS
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.
Internet Marketing Project
The project is an important part of the course. Each course participant is given the project brief. Participants are asked at the end of the course to produce Pitch Proposal 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 Pitching 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 Internet 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 Internet Marketing (Dip. Online. Mkt.& Online PR.) at Pass, Credit or Distinction level. The Diploma is awarded by the Association of Advertisers in Ireland.
Dates
27th February 2012. We suggest you apply well in advance of the starting date to avoid disappointment.
Venue
The Capel Building, Mary's Abbey, The Capel Building, Dublin 1
Times
Monday & Wednesday from 6.30pm to 9.00pm.
The course runs for 20 evenings, two evenings per week, over ten weeks
Fees
The course fee is €1,395 which includes examination fees and the AAI's accreditation fee.
Fees are payable as follows: 20%, €279, within 14 days of date of letter of acceptance by our company and the remainder, €1,116, thirty days prior to commencement of the course. All fees must be paid in full before the course begins.
Fees may be paid by cheque, bank draft, credit card, laser card, bank transfer or online through our Course Payments Page.
Every effort is made to ensure accuracy, however responsibility is disclaimed for any error or omission in this website.
The Fitzwilliam Institute as part of the Fitzwilliam Institute Group closes on Bank Holidays and for a number of days at Christmas and New Year. The Fitzwilliam Institute reserves the right to postpone, cancel or alter courses without notice or to change any of the details in this web page. Fees are not refundable unless the course is cancelled by the Fitzwilliam Institute.
