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Diploma in Writing for the Web via Online Distance Learning

Enrolment date: 28 June 2024

Benefiting from over 30 years’ practical skills training experience, Fitzwilliam Institute’s Online Diploma in Writing for the Web course features:

  • Comprehensive modules covering all aspects of Writing for the Web: Doing Business on the Internet, Promoting Your Website, Writing for the Web, Copyright and Outsourcing, Writing Email Newsletters/Eshots, Writing for Mobile Devices, Writing for Younger Users, E-Book Authoring, News Articles, Feature Articles, Social Media, etc.
  • Interactive course expert support, advice and guidance from leading industry professionals. Always ready to help and answer any questions you might have throughout the course, all of Fitzwilliam Institute’s Writing for the Web course experts are top industry professionals with many years of successful experience. Upon completion of this online diploma in writing for the web all of our students are industry-ready.
  • Real life Writing for the Web briefs. Fitzwilliam Institute’s Diploma in Writing for the Web empowers participants with practical and specific skills that can be applied in real world situations. You will gain exposure to invaluable toolkits and prepare a real life writing for the web brief, enabling you to develop your work portfolio.
  • Flexible online learning. Fitzwilliam Institute’s Diploma in Writing for the Web course can be completed in your own time, from the comfort of your own home, to suit your lifestyle. You will have full access to online resources and subject expert support for 6 months. However, you can complete the course in as little as 3 - 4 months, by dedicating 6-8 hours of study per week.
  • Writing for the Web Jobs, Networking and Volunteer Opportunities. Benefiting from many years of industry experience, we are extremely well placed within the industry. Employers are always looking for Fitzwilliam Institute’s students and alumni. Fitzwilliam Institute’s website features a comprehensive jobs and volunteer opportunities section.
Enrolment date: 28 June 2024

Doing Business on the Internet

Doing Business on the Internet, The Benefits on Online Marketing, Online Marketing Planning, Key Concepts in Internet Technology, Business Models on the Internet, Online Market Research.

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.

Writing for the Web

Creative Writing for the Web, Writing for your Client, Relevant Content - Importance of, Simple versus Complex Messages, Keeping a Natural Flow to your Content, Optimising 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.

Copyright and Outsourcing

Copyright on the Web. Open source and Creative Commons. Outsourcing.

Writing Email Newsletters/ E-Shots

Email Marketing Uses. Building Email Mailing Lists. Judging Time of Day to Send Emails. Email Frequency. Subject Lines. Developing a Campaign. Email Newsletter Content.

Writing for Mobile Devices

Factors to Consider when Publishing Content for Mobile Devices. Understanding Mobile User Behaviour. ‘Pockets of Use’. Why Should We Write For Mobile Users? Writing Content for Mobile Users. Adapting Existing Content for the Web.

Writing for Younger Users

Writing for Children. How Children Use the Internet. Guidelines for Writing for Children. Age Categories. Writing for Teenagers. How Teenagers Use the Internet. Guidelines for Writing for Teens.

E-Book Authoring

What is an E-book. What Should You Write About. Benefits of Writing an E-Book. Define your Audience. Define Your Platform. Writing Your E-Book. Creating Deadlines. Proofreading. Marketing your E-Book. Creating an i-Book.

News Writing Skills

Exploring news values, Determining news worthiness, News writing skills, Different news for different audiences. The 5 Ws and the inverted pyramid, KISS, Short simple sentences, Getting your introduction right, Ensure accuracy, Facts not opinions, Using quotes, Avoiding jargon, Structuring the story, Recapping past history, Conducting an interview, Telephone interviews, Email interviews, Press conferences.

Feature Articles, Opinion Columns & Reviews

What makes a good feature, Transforming research into copy, Structuring your feature, Doing it in the house style. Revise and improve.  Writing opinion columns - The four categories of columns, How to write comment, Grab a topic, Gather facts, Get to the point, Structure.

Introduction to Social Media and Social Networking

Facebook, Twitter, YouTube, LinkedIn, Blogs and Blogger, Social Bookmarking, Running a Social Media Marketing Campaign, Measuring the Success of Social Media Marketing.

Social Media Transforms Business

Social Sales; Transforming the Sales Cycle; Building relationships with your customers; Using customer testimonials on your site; Building a rapport with your customers;  Online customer support; Social Network Marketing; Hypertargeting; Creating specific advertising campaigns; Reaching Passive Buyers; Loyalty and Engagement; Social Networking Communities; Brand Advertising; Social Distribution; Social Ads; Viral Marketing; Challenges and Limitations; Social Innovation; Concept generation; Crowdsourcing; Collaboration and Feedback; Commercial Implementation; Continual Iteration; Social Recruiting; The use of Social Networks for recruiting; Sourcing Candidates; Active Candidates; Passive Candidates; Candidate References; Getting Referrals from Extended Networks; Targeting Specialized Networks; Employer Reputation; Keeping In Touch.

Social Media Platforms

The Facebook Platofrm. The Twitter Platform. The YouTube Platofrm. Blogs and Blogging


The Social Media Landscape

Blogs,  Email, Twitter, Instant messaging, Message Boards, Mobile Internet , New Media Releases, Online Conferencing, Online Surveys, Pay per click, Podcasts,  Search Engines, SEO, Social Networking Service Sites, Video Sharing, 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.

Setting Up and Marketing Your Own Consultancy

The Business Plan, Creating a Business Plan, Executive Summary, the Business Opportunity, Marketing & Sales Strategy, Management Team & Personnel, Operations, Financial Forecasts, Presentation, Legalities, Choosing a Legal Structure, Taxes, Records and Returns, Setting Up, the Workplace, Office Equipment, Stationary Supplies, Insurance, Financing Your Business, Accounting Software, Becoming an Employer, Marketing Strategy, Knowing Your Competitors, Promotional Tools.

Presentation Skills

Preparation, Content, Structure, Delivery, Visual Aids, Management of Locations and Audiences.

Enrolment date: 28 June 2024
Enrolment date: 28 June 2024

On successful completion of this course you will receive a Professional Diploma qualification that is certified and awarded by the ICM (Institute of Commercial Management).

The Institute of Commercial Management was founded in 1979 and is one of the leading Professional Examination and Certification Bodies in the world today. Fitzwilliam Institute have developed and provided practical skills training courses in liaison with the Institute of Commercial Management qualifications and certifications framework for over 25 years. The Institute of Commercial Management certifications and continual professional development training awards are recognised by leading industries, bodies and professions.

Enrolment date: 28 June 2024
next start date: 28th June 2024

Duration: You will have full access to online resources and subject expert support for 6 months. However, you can complete the course in as little as 3 - 4 months, by dedicating 6-8 hours of study per week.

Course Fees: 995.00 EUR

To secure your place on the course the full fee is required. All fees must be paid in full before the course begins. Please note, the full course fees are inclusive of all course materials and certification costs.

Enrolment intake is strictly limited on this course. Early application is advised. Places are allocated on a first come first served basis.

We want to make education easy and enjoyable for you. At Fitzwilliam Institute, we offer a range of finance options to suit your needs.

You can buy now and pay later with humm - humm provides a simple application process, simple terms and conditions, up to 36 monthly payments. With low-interest rates.

Fitzwilliam Institute closes on Bank Holidays and for a number of days at Christmas and New Year. Fitzwilliam Institute reserves the right to postpone, cancel or alter courses without notice or to change any of the details in this brochure. Fees are not refundable unless the course is cancelled by Fitzwilliam Institute. Distance Learning courses are provided by Fitzwilliam Institute BGLS Ltd.

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Enrolment date: 28 June 2024

Year on year, we have the pleasure of training students from top Ireland and international companies. See where our most recent students come from and find out what they have to say.

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