Digital Marketing Strategy & Planning
Essence of Digital Marketing, Adoption of Planning Frameworks, Situational Analysis, Planning using Personas, Audience Segmentation, Value Proposition, Setting Objectives, Formulating Strategy, Engaging throughout the Customer Lifecycle, Prioritizing Digital Tactics, Evaluating Success and Optimising Strategy.
Digital Marketing Communications
Overview of Marketing Communications, How Marketing has changed in the Digital World, The Changing Consumer Journey, The Buying Funnel, The Changing Organization, and The Changing Marketing Mix. Market Segmentation and the Importance of Understanding the Customer. Market Research, and Collecting and Analyzing the Data. The Importance of Branding and Brand Development. Marketing Communications in a Digital World. Promotional Activities including Advertising, Sales Promotion, Personal Selling, Sponsorship, Direct Marketing, and Public Relations.
Search Engine Optimisation I
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
Practical Activity: Discuss Case Study to understand how SEO is effectively used within an organisation.
Search Engine Optimisation II
Semantic Indexing, Influences in Click Through Rates in Organic Listings, Meta Data, Content Strategies for Local Listings, Multi-Region /Multi-lingual Content, Image/ /pdf Optimisation for SEO.What is Anchor Text, External Links vs Internal Links, Quality vs Number of Link Backs, Link Recency, Link Directories, Link Spam, Offsite SEO and Trust, Domain Authority, Opensite Explorer, Social Media and SEO, Personalization, Free and Enterprise SEO Tools, Using Google Search Boolean Operators for Competitor Research, Keyword Strategies, Google Keyword Planner, Webmaster Tools, Screaming Frog, Ranking by Ethical Means.
Practical Activity: Prepare a Web Optimisation Plan to outline all influencing factors.
Factors Affecting SEO
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.
Practical Activity: Create an effective Authority Site.
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, and 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.
Practical Activity: Write a Keyword Management brief to illustrate its importance in SEO.
MANAGING DIGITAL MARKETING CONTENT
Definition of Content Marketing, Inbound Marketing, Content Creation Lifecycle, Content Types (Infographics, Audio-Visual, Chalk-Talks), Content Marketing Case studies, 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 Atomization.
Practical Activity: Develop a Long Term Online Plan to highlight all web analysis activities.
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.
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, Analyzing Your Website Audience Using Google Analytics , Understanding Visitor Flows, Acquisition, SEO, Analyzing User Behavior, Reporting on Site Content, In-Page Analytics, Conversions, Funnels, eCommerce, Multi-Channel Funnels, Google Analytics Tools.
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.
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.
Practical Activity: Devise and Manage an Adwords Campaign to understand Targeting, Keyword Matching, Pricing and Ranking.
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.
Practical Activity: Develop an E-PR Campaign and write a Featured Article to be submitted on the Web.
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, Keyword Management, When to use Key Words, Ratio of Prose to Keywords, Importance of Homepage Content, Importance of Spell Checking, Using a Copywriter.
Practical Activity: Write Optimising Content for a website to understand how to best reflect the concept of Content, Images and Text.
Social Media I
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, How to use Blogging and Content Marketing to Reach Your Target Market.
Practical Activity: Create a Social Networking PR Campaign for an Established Brand.
Social Media II
Video: Choosing the Right Type of Video, Viral Videos, Tips on Video Planning, Optimising for Better Search Results, How to Get Your Video Seen, Social Media Marketing Case Studies, Social Media Tools, Creating a Social Media Policy, Brand Personality and Tone of Voice - Speaking the Language of your Customers, Creating a Content Calendar, Measuring Social Media Success, Social Media Tips.
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 AND DATA COLLECTION
Facebook Social Plugins – Like/Share/Send Buttons, Twitter Widgets – Profile/Favorite/Search Widgets, Pinterest Pin It Button, LinkedIn, Video Galleries, Flicker Libraries, Creating Community with Forums and Blogs, Geographical Elements – Maps and Currency.
Online 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 Behavior, 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.
Online Media Buying
Overview of Online Media Buying , the Irish Digital Media Landscape, Types of Digital Advertising, Digital Advertising Terminology and Formats (including rising star 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.
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.
Practical Activity: Create a Strategic Client Plan which Identifies the difference between the uses of the Internet as PR Media and traditional PR Strategies.
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.
Practical Activity: Develop an Online Communications Strategy for a client scenario and indicate how it adds benefit to a traditional communications strategy.
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.
Practical Activity: Identify Online PR tools for a client brief and indicate the added value to a traditional PR Campaign.
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.
Practical Activity: Create and compare an online CSR Plan and identify the fundamental benefits versus a traditional CSR Plan.
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.
Practical Activity: Develop a Marketing Research Brief to Identify Strategic Goals within the Marketing Environment
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.
Practical Activity: Write a Marketing Plan to collate all Marketing Activites, Targeting and Positioning.
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.
Practical Activity: Write a Brief on how Competitive Advantage can be built through Branding, Positioning and Marketing Research.
Development and Characteristics of Direct Marketing Methods. Database Creation Management and Application. The Media of Direct Marketing and Media Mix Decisions; Direct Mail, Telemarketing, Door to Door, Direct Response Advertising. Setting Objectives and Strategies within Direct Marketing. The Internet: Implications for Direct Marketing.
Practical Activity: Create a Database and Outline how to effectively Manage and Utilise its' information for Effective Direct Marketing Campaigns.
TRADITIONAL ADVERTISING ESSENTIALS
Introduction to Advertising; its Definition and Historical Development in Ireland. Representative Bodies; Codes of Practice. The Relationship between Advertising, Advertisers, Media and PR. The Advertising Agency - Structure, Appointment, Remuneration and Evaluation. The Role of the Account handling in the Agency Service Mix. The Agency Planning Department; Structure, Role and Function. Managing the Client-Agency Relationship; Meeting; Report Writing, Accounts, Teamwork and Best Practice. Brief Creation, Interpretation and Communication. Strategic Development and the Creative Process.
Creativity in Advertising; Sources of Creative Ideas, Preparation, Incubation, Illumination, and Verification. Creative Appeals, Rational, and Emotional Motives to Purchase. Creative Themes, Demonstration, Slice of Life, Testimonials, Animation, Fantasy and Humour. Testing Creative Concepts. The Production Process, Artwork, Copywriting, Layout, Photography, Design, and Printing. Award Winning Campaigns. 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 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.
Advertising Campaign Management
Formulating Strategic Advertising Campaigns to support Branding, Segmentation and Positioning Strategies; Campaign Research and Evaluation of Effectiveness.
Role of Sales Promotion and Personal Selling in Marketing Communications Strategy. Relationship between Sales Promotion and other Marketing Mix Elements. Techniques; Consumer, Trade and Retail. The Setting of the Promotional Effort, utilising above the Line Media Support. Campaign Research and Evaluation. Code of Practice.
The Selling Process, Preparing, Presenting, Persuasion, Overcoming Objectives and Closing the Sale. Management of Sales as an Integrated Function of Marketing Communications, Customer Service; Setting Standards, Building Relationships, Monitoring and Controlling Customer Satisfaction.
TRADITIONAL PUBLIC RELATIONS
Public Relations Defined
Its Role within the Promotional Mix; The PR Industry in Ireland; Agencies and Representative Bodies; The Media of PR, Form and Function.
Public Relations 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; Agency Appointment; Implementation and Evaluation. Maintaining Ethical Standards and Codes of Practice within PR.
Public Relations and Sponsorship
The Fundamentals of Sponsorship; Integration within the Promotional Mix. Types of Sponsorship - Sports, Cultural, Education and Charity; The Sponsorship Management Programme - Objectives, Selection, Budget, Agency and Event Management; Measurement of Effectiveness.
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
Web Site Architecture, Design and 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, about website accessibility, sample approaches to ensuring your website is accessible.
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;
What is XHTML?; Why XHTML is important; Differences between HTML and XHTML.
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.
Setting Up and Marketing Your Own Digital Marketing Consultancy
The Business Plan, Legalities, Setting Up: Set up a workplace, Organise your insurance, Understand the options available to you for financing your business. Marketing Strategy: Create a marketing strategy, Develop a marketing plan. Knowing Your Competitors, Promotional Tools: Understand and utilise the range of promotional tools.
Creating and Delivering a Presentation, Client Presentations: Create an effective presentation (e.g. an event pitch), Tailor your presentation to your audience, Demonstrate an awareness of the appropriate use of visual aids (including design considerations), Understand the vocal, verbal and visual aspects of a presentation (including the use of body language), Presentation Rules and Characteristics.
Course Real Life Brief Projects and Portfolios
The Real Life Brief Projects are an integral part of the course. Each course participant is given a range of Real Life Project Briefs throughout the course. Participants Create Digital Marketing Pitch Proposals to include in their Portfolio. These Pitch Proposals with their recommendations are then submitted to the examiners. This gives participants the opportunity to use the knowledge they have obtained during the course in a focused way and develops relevant skills.
During Fitzwilliam Institute’s Postgraduate Diploma in Digital Marketing course you will visit many of Ireland’s Top Venues and meet Ireland’s Leading Digital Marketing Professionals, gaining Invaluable Industry Insights and Contacts.
Interpersonal Skills Modules
An original and special feature of the Fitzwilliam Institute’s Course Model is the Time Devoted to your Personal Development. Commencing with an Initial Personal Interview with Fitzwilliam Institute’s Placement Officer to Assess, Discuss and Establish Your Future Goals and Aspirations within the Digital Marketing Industry, Vital Intensive Interview Techniques, Communications Skills, Team Building Skills Workshops, Interview to Camera, Video Playback, and Presentation Skills Continue from this, Enabling you to Hone your Industry Confidence. Careful Preparation of your Curriculum Vitae, so that you have a Clear and Well-Presented CV to submit to Potential Employers is a Key Part of this Essential Process.
Practical Work Experience
During the second part of the course placements are arranged with companies and organisations that can give course participants practical experience in the work areas in which they want to develop their careers. This phase of the course is closely monitored with regular assessment visits being made to each student and host company supervisor. It is expected that a significant percentage of these placements will lead to employment.