Delivered interactively by Ireland’s leading digital marketing professionals, Fitzwilliam Institute's Diploma in Digital Marketing course takes place in Dublin City Centre, twice a week for 10 weeks, and features:
Introduction to Digital Marketing
Digital Marketing; How the internet works; What is HTML & CSS; Servers & CMS;
Digital Marketing Communications
The Marketing Mix; Inbound vs. Outbound; Overview of marketing communications; How Marketing has changed in the digital world; The changing consumer journey; The buying funnel; The changing organisation and the changing marketing mix; Market segmentation and the importance of understanding the customer; Market research and collecting and analysing the data; The importance of branding and brand development; Marketing communications in a digital world; Promotional activities including advertising, sales promotion, events, sponsorship, personal selling, sponsorship, direct marketing and public relations.
Segmentation & Targeting
Defining your target audience; Understanding your customer; Segmentation; Personas;
Strategy & Planning
A simple plan; Adoption of Planning Frameworks; Situational Analysis; Planning using personas; Audience segmentation; Value proposition; Setting objectives; Developing a strategy; Engaging throughout the customer lifecycle; Prioritising digital tactics; Evaluating success and optimising strategy; The SOSTAC Strategy Framework; RACE Digital Marketing Planning Framework; Budgets; Digital Storytelling;
Developing a Core Search Engine Optimisation Strategy
On-Site SEO: SEO Engines and content strategies; Overview of global search engine market; How search engines work; Search engine behaviour; Obtaining visibility in search engines; Robots/spiders for different content; Ranking factors; Importance of URL’s; White hat optimisation; Optimum approach to website architecture for SEO; Importance of your websites content quality and engagement; Search engine algorithms; Recent Google algorithm updates; Choosing keywords and content topics; Long tail keywords; Semantic indexing; Influences in click through rates in organic listings; Meta data; Content strategies for local listings; Multi-region /Multi-lingual content; Image/ Video/pdf optimisation for SEO;
Offsite SEO: Link building strategies & tools; What is anchor text; External links vs internal links; Quality vs number of links; Link recency; Link directories; Link spam; Offsite SEO and trust; Domain authority; Open-site explorer; Social media and SEO; Personalisation; Free and Enterprise SEO tools; Keyword strategies; Google keyword planner; Webmaster tools; Ranking by ethical means;
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;
Landing Page Optimisation: Spiders, Crawlers and Robots; Principals of attracting robots; Maximising your 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;
Definition of Content Marketing; Inbound marketing; Content creation lifecycle; Content types (Infographics, Audio-Visual); Google hangouts; Webinars, graders & widgets; Content and event promotion; Undertaking a content audit; Mapping content to target audiences and buying cycle; Content planning; Content syndication and social sharing; Google authorship; Content atomisation;
Benefits of tracking; Tracking methods; How to set up a google analytics account; Adding tracking code to your website; Webmaster tools; GA profile settings; User management; Goals; Filters; Events; Custom alerts; Reports; Analysing your website audience using Google Analytics; Understanding visitor flows; Acquisition; SEO; Analysing user behaviour; Reporting on site content; In-page analytics; Conversions; Funnels; eCommerce; Multi-channel funnels; Google Analytics tools;
Google AdWords and AdSense
Google AdWords: Introduction to AdWords; Setting up a Google AdWords account; AdWords account structure; Managing multiple accounts; building an AdWords campaign; Keyword tools, networks and devices; Bidding types; Ad text guidelines; Writing good ad text; Managing your PPC campaign; Common Google AdWords mistakes;
Google AdSense: Introduction to Google AdSense; Factors that affect revenue earnings; The range of AdSense products; Targeting options; The AdSense interface; Creating an ad unit; Custom channels; Allow and block ads; Block sites and categories ad networks; Ad review centre; Performance reports;
Writing for the Web
Creative writing for the web; Writing for your client; Relevant marketing content; Importance of marketing messages; Simple versus complex marketing messages; Keeping a natural flow to your marketing content; Keyword management; When to use keywords; Ratio of prose to keywords; Importance of homepage content; Importance of spell checking; Using a copywriter;
Social Media: Using social media to market and communicate online; Facts and figures for social media adoption in Ireland; Creating a social media strategy; Finding your customers online; How to market your business on Facebook, How to use Twitter to reach customers and influencers; How to find leads on LinkedIn; Instagram; Snapchat; Pinterest; Brand personality and tone of voice; Creating a content calendar; Measuring social media success; Social media tips;
Video: Choosing the right type of video; Viral videos; Tips on video planning; Optimising for better search results; How to get your video seen;
Blogging: Introduction to blogging; The benefits of blogging for business; Blogging platforms and tools; Golden rules of ideas for blog content; Structure of a blog post; How to drive traffic to your blog; Commenting on other blogs; Getting more readers;
Interactive Tools & Data Collection
Interactive tools: Facebook social plugins – Like/Share/Send Buttons; Twitter widgets – Profile/Favorite/Search Widgets; Pinterest; LinkedIn; Instagram; Snapchat; Video Galleries; Flicker Libraries; Creating community with forums and blogs; Geographical elements – maps and currency converters; Feeds; Flash uses and considerations; Information quest; Adding value;
Data collection: Survey & polls; Lead generation; Sign Up form; Feedback form; Website optimiser; Newsletter Sign Up; Diary & RSVP;
Facts & Figures re Email Effectiveness, Best Practice in Building Your Email List, Defining Your Email Marketing Objectives and Content, Email Heading Tips, Segmenting Your List, Benefits of Using Email Software, Examples of Email Software, Measuring Success, Rules and Regulations of Email.
Why Mobile, SMS Marketing, QR Codes, Augmented Reality, Branded Apps, Mobile Sites, Proximity Marketing (Beacons, Bluetooth, NFC and Location SMS), Mobile Advertising, Mobile Search, Mobile Behaviour, Legal Concerns.
Introduction to Affiliate Marketing, Irish Affiliate Landscape, Affiliate Networks, Affiliate Marketing as Part of the Marketing Mix, Affiliate Marketing SWOT, Reasons to Use Affiliate Marketing, Traits of a Successful Affiliate Marketing Programme, Types and Examples of Affiliates, Relationship Between Search and Affiliate Marketing, Direct-Linking Search, Strategic Search, Examples of Affiliate Marketing Lead Generation.
Overview of Traditional: Marketing and the Marketing Concepts; 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 Media Buying
Overview of online media buying; The Irish digital media landscape; Types of digital advertising; Digital advertising terminology and formats; Mobile display; Ad networks; Content integration; Social media advertising; Search engine marketing; Affiliate marketing; Email marketing; Steps to planning a digital campaign; Reporting and evaluation;
Traditional Advertising Essentials
Strategic Advertising: Overview of 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 Advertising: 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;
Media Advertising: 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;
Advertising Campaign Management: Formulating strategic advertising campaigns to support branding, segmentation and positioning strategies; Campaign research and evaluation of effectiveness;
PR Defined; Its rRole within the promotional mix; PR techniques and methodologies - 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 / Writing for the Web
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;
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 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.
Characteristics of ecommerce; Waves of ecommerce; Advantages and disadvantages of ecommerce; Methods of accepting payments online; SSL; ecommerce categories; Methods of accepting payments online; ecommerce platforms and their features; Traits of successful ecommerce websites; ecommerce conversion rates by device; Shopping carts and dropout rates; Multichannel commerce; Challenge of integrating online and offline; Online personalisation; Google shopping; Analysing ecommerce website user behaviour; Social media and ecommerce; commerce; Considerations when implementing an ecommerce project;
Web Site Architecture, Design & Usability
Introduction to HTML and CSS; Website hosting options; ftp; Web content management systems and features; Principals of good web design; The importance of usability; User focused approach to design; How to measure usability and build a business case for improving it; Website accessibility; How to ensure your website is accessible;
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.
I found the course both enjoyable and informative. It gave me what I need to move in the right direction, a must do for anyone wishing to tap into the digital areas of marketing.
Leading Edge, on top of industry trends. I was able to use my learning’s in the work place.
The course has been very useful and I feel it will greatly benefit me working on future marketing projects online, either in a company or on my own business projects.
As a marketing professional, I found this course extremely relevant to my job & digital marketing is definitely where the industry is going. I really enjoyed the course.
My name is Colm Flanagan and I completed a course with you guys in SEO and Digital Marketing a few years back. Since completing the course along with building out my own sites I managed to completely change my life around.
Now in a successful online marketing career I decided to tell my story to hopefully motivate anyone in a similar position. With that in mind I created the following presentation.
I have received mails from DMI students and across LinkedIn thanking me for the presentation as it provided them with some inspiration and displayed the opportunities that sit within digital marketing. Because of this I am simply forwarding it on to you as it may be relevant to any students there doing similar courses and wondering what potential lies ahead.
I enrolled for this course as I needed to improve my knowledge and skill set around Digital Marketing. I currently work in a marketing position and Digital Marketing is fast becoming an important part of my role. Due to this I needed to educate myself in the area of Digital Marketing to enable me to do my job successfully. The course provided by Fitzwilliam Institute Group was excellent and met my needs 100%. Everything I learnt has been beneficial to me since I finished up the course. The lectures were lovely also and always very open in answering any questions you have. I would definitely recommend this course to anyone interested in Digital Marketing.
I finished my Diploma in Digital Marketing in October 2016. The course was very practical and engaging with real life examples. I learnt how to create a marketing strategy for our company and identify the best practices to reach the objectives. The great part for me is that I am about being promoted to Marketing Manager! I highly recommend this course to anyone who desire to gain a complex knowledge and skills in digital marketing field. - Lucie Šedivá, Orchestr8
I have enjoyed the course thoroughly and I can’t wait to begin my Digital Marketing Career. When you know what you want to study, the next step is to find the college which is the right fit for you. Personally Fitzwilliam Institute felt right for me. Ideal location with highly qualified and skilled lectures making learning fun - Fantastic experience.
I recently completed the Diploma in Digital Marketing and Social Media with the Fitzwilliam Institute and found the experience to be very rewarding and beneficial. The classes and study material were comprehensive and well-rounded, providing in-depth knowledge, which is already being applied to my day-to-day work activities. I have gained a very useful qualification, passing on the benefits of the up-skills honed through this course to my client base. Course Director, Tim Smyrk, was particularly engaging and provided excellent guidance throughout. I would highly recommend the Fitzwilliam Institute. - Deirdre Walsh, Avanti PR
Amazing. I've recently just completed the Diploma in Digital Marketing & Social Media at The Fitzwilliam Institute, Dublin. Over the course of 3 months, I was thought all things Marketing & Social Media and thoroughly enjoyed the whole experience. From the super intuitive lectures to the location of the Institute, I would highly recommend this course to anybody looking to up-skill in their career or simply to just gain a wealth of knowledge in this booming industry.
As a PR and marketing professional in the sports industry, the Fitzwilliam Institute's Digital Marketing Diploma has really helped me across the range of communications disciplines. Digital media and advertising are where I'm investing my resources, and the quality of teaching I received over the 10 week course is really beginning to bear fruit for me now in these business areas.
"I would like to say I have enjoyed this course a lot. The content was intense but very educational. All the teachers had a great knowledge and with their experience, they were able to support the content with great examples. I couldn't choose the favorite part of the course as it was all extremely interesting. I got to know a lot of tools to use in my work in relation to marketing, therefore, I became a lot more confident in what I do. It also allowed me to find time to analyse our competitors which I hope will benefit our company in the future. After only a few weeks of study, I would feel very confident to apply for the job in the area as it gave me a lot of ideas of how to improve company performance. I really would like this course to be longer so I could explore more in the marketing area". - Monika Colgan
The best part of the course was that it was taught by professionals in the industry who had first-hand experience of what they were teaching . We all learnt from each other in the class as we were all from different industries but shared a common goal of wanting to improve our online presence. This course has greatly benefited my understanding of the behind the scenes of what goes into a successful website I would highly recommend the course.
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.
Duration: 10 weeks, 20 classes (2 evenings/week), Monday & Wednesday
Time: 6:30pm – 9pm
Venue: The Capel Building, Mary’s Abbey, Dublin 7 (The Capel Building is located in Dublin’s City Centre on Mary’s Abbey (Between the Jervis and Four Courts Luas stops).
Course Fees: €1,395.
To secure your place on the course a deposit of 20% (€279) is required. The remainder of the course fee (€1,116) is due 30 days prior to the commencement of the course. All fees must be paid 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 the Fitzwilliam Institute. Distance Learning courses are provided by Fitzwilliam Institute - BGLS Ltd.
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