Benefiting from over 30 years’ practical skills training experience, Fitzwilliam Institute’s Online Postgraduate Diploma in Writing for the Web course features:
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 and RSS Feeds;
Analysing the Web
Hits; Page View Analytics; Recording Visitor Statistics; Time of Visit; Keyword Phrase Used; IP Address Information; Arrival and Exit Pages; Logfile versus Page Tagging; Click Tracks and Google Analytics; Benefits of Web Analytics;
Search Engine Optimization
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 that might adversely affect your SEO; Working with SEO Plug-Ins;
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;
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;
Interacting With Users
Social Network Interaction; Tips for Interacting Online; Interacting on Facebook; Interacting on Twitter; Interacting on Blogs; Internet Trolls;
Introduction to Social Media & Social Networking
Facebook; Twitter; YouTube; Snapchat; Instagram; 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;
What is Facebook; Who uses Facebook; How can Facebook benefit a business; Understanding the Facebook environment; Signing up for a Facebook account; Defining your profile; Editing your profile; Searching for and adding friends; Using the Facebook Wall feature; Using pictures on your Facebook profile; Using the News Feed feature; Controlling what people see – using the Hide feature; Facebook Messaging; Facebook Groups; Facebook Links; Facebook Applications; Browsing for Applications; Including Business Applications; Finding Help – the Facebook Community; The Architecture of a Facebook Page; Understanding Facebook Advertising; Developing a Facebook Marketing Plan; Facebook Groups; Hosting Facebook Events; Case Study Sites;
Introduction to Twitter; Understanding a Tweet; Decoding the elements of a Tweet; Signing up for a Twitter account; Creating and modifying your profile; Adding a profile icon; Finding people and uploading contacts; Following someone on Twitter; Adding followers to your account; Using Twitter Badges; Creating a Tweet; Working within the constraints of a Tweet; getting your message out in 140 characters or less; Re-tweeting; Sharing Links; Using TinyURL.com; Using Twitter with Mobile Devices; Using Twitter Goodies; Adding Twitter to Blogs; Connecting Twitter to Facebook; Direct Messages; Planning your Twitter Marketing Strategy; Building a Twitter Tribe; Case Study Sites;
Introduction to YouTube; Understanding YouTube; Browsing on YouTube; YouTube as a social media site; YouTube as a business tool; YouTube as an educational tool; Creating a YouTube account; Linking to your Gmail account; Creating a video for YouTube; Using Open Source Video Editing Software; Adding voiceovers; soundtracks and special effects to your videos; Formatting Videos for Uploading; Uploading Videos to YouTube; Downloading videos from YouTube; Linking and Embedding videos in your own website; Posting comments on other people’s videos; Comparing YouTube and Facebook; Sharing Videos with Facebook; Sharing Videos with Twitter; Case Study Sites;
Blogs and Blogger
Introduction to Blogs; A brief history of Blogs and Blogging; Creating a Blog – Introduction to Blogger; Registering with Blogger and creating your first Blog; Creating good content for your Blog; Using Templates to format the appearance of your Blog; Publishing your Blog; Uploading pictures and videos to your Blog; Creating links with other Bloggers; Making people aware of your Blog – The use of RSS; Adding an RSS Feed to your Blog; Adding Gadgets to your Blogger account; Comparing Blogger and Wordpress; Using other Blog software; Case Study Sites;
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;
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;
Preparation; Content; Structure; Delivery; Visual Aids; Management of Locations and Audiences;
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;
Criteria for eligibility must be met in full prior to commencing the programme. For successful enrollment on the Postgraduate Diploma course, the minimum entry requirement is a prior Degree level qualification.
On successful completion of this course you will receive a Professional Postgraduate 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.
Duration: You will have full access to online resources and subject expert support for two calendar years. However, you can complete the course in as little as 1 year, by dedicating 6-8 hours of study per week.
Course Fees: 1995.00 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.
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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