Advertising - Strategic
Introduction to Advertising
Advertising Defined; Role of Advertising; Representative Bodies; Codes of Practice; Law and Ethics of Advertising; Relationship between Advertising; Media and Public Relations; Advertising and Marketing – Brands; Consumer Expectations; Limitations of Advertising;
The Advertising Agency
Advertising Agency Structure; Advertising Agency Selection and Appointment; Remuneration; The Client - Agency Relationship; Brief Creation; Interpretation and Communication; Advertising Terminology;
How Advertising Happens: The Need for Planning; Advertising Objectives; The Advertising Process; Advertising Strategy; Budgets;
Formulating Strategic Advertising Campaigns to Support Branding; Segmentation and Positioning Strategies; Advertising Campaign Research and Evaluation of Advertising Effectiveness - Pre and Post Testing Techniques; Understanding Consumer Behaviour and Market Research in Advertising Composition;
Advertising – Creative
The Creative Process - Themes; Rationale and Emotional Motives to Purchase; The Creative Brief; Design Guidelines; Testing Creative Effectiveness; The Production Process - Artwork; Copyright; Layout; Photography; Design and Printing; Award Winning Campaigns; Exploring Opportunities for Integration with other Communication Techniques - Sponsorship; Public Relations; Sales Promotion; Direct Marketing and E-Commerce;
The Business of E-Commerce & Online Marketing; Website Creation and Design; HTML development; Formatting; Links; Frames and Tables; Images and Animation - GIF Animation; Image Compression; Image Composition; Usability -Design and Layout guidelines for your website; Site Uploading - File Transfer Protocol;
Introduction to Marketing and the Marketing Concept; 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 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;
Search Engine Optimisation (SEO)
The Online Content Factor; Search Engine Algorithms; Impart; Spamming; Online Advertising; Web Keyword Strategy; Link Relevancy; Link Exchange;
Analysing the Web
Website Hits; Website Page View Analytics; Recording Online Visitor Statistics; Time of Visit to website; Keyword Phrase Used; IP Address Information; Website 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; Web Analytics and Conversion Tracking;
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;
Public Relations Strategy
The Six Point Plan; Public Relations Campaigns; Public Relations Client Interactions;
Introduction to Media Writing; Grammar; Pre-Writing; Writing; Re-Writing; Writing a Press Release; The Press Kit; Module Summary;
Online Public Relations
Online Influences on Present PR Practices
Writing for the Web; 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;
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; LinkedIn; Facebook; Snapchat; Instagram; 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;
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;
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.
next start date: 19th July 2019
Duration: You will have full access to online resources and subject expert support for one calendar year. However, you can complete the course in as little as 4 - 6 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.
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.