Digital Marketing Institute

Course Overview | Lecturers | Venue | Who Should Attend | Course Structure | Assessment | Costs

Overview

As we are all aware, the Internet plays and ever-increasingly important role in our lives, whether in business or at home. For businesses, especially as the economy falters, businesses are looking to use the internet as a method of communicating, selling and marketing their products, services, brand and vision and generally interact with customers.

This course has been developed by digital marketing professionals for existing and aspiring digital marketing professionals. All of the lecturers are expert practitioners in their field. This course therefore provides attendees with comprehensive introduction to the concepts and application of digital marketing. It introduces a range of innovative approaches that have been taken in applying these ideas to online Marketing. Real life case studies and a very practical approach provide a cornerstone to this course, ensuring that students understand both the theory and be in a position to apply this in their own business.

Course Overview

The course includes all aspects of current thinking and application of online and digital marketing, including

• Search Engine Optimisation
• Pay per Click Marketing
• Banner and other Digital Image marketing
• Web site architecture
• Web 2.0 technologies
• Podcasting
• Blogging
• Social Networking
• Affiliate Marketing
• Email Marketing
• Web Site Analytics
• Dealing with Digital Agencies
• Facebook
• Twitter

Upon completion of this course, students will have an understanding of the essential concepts required to develop a career in Digital Marketing.

Lecturers

All of your lecturers are professionals in the Digital Marketing sector, running and delivering online marketing campaigns. Furthermore, most of your lecturers are members of the Irish Internet Association (with a couple of IIA Board Members included!). They base their training on their experiences and will be therefore using real life examples and case studies throughout the course.

The lecturers include:

• Ian Dodson – WebKitchen
• Shenda Loughnane – ICAN
• Anthony Quigley – Online-Marketing.ie
• Richard Hearne – Red Cardinal
• Yvonne Cunnane – Matheson Ormsby Prentice Solicitors
• Eoin Clarke – TradeDoubler
• Rob Pryce – Diffiniti
• Krishna De – BizGrowthNews
• Gareth Dunlop – Tibus
• Niall McKeown – ION Online Marketing
• Richard Clement – Pierce Communications
• Ruairi McNally – Blue Cube Interactive
• Gareth Dunlop – Tibus

Click for even more information on your lecturers

Duration

12 Week Evening Programme, 6.30pm – 9.30pm, each week

Venue

Radisson BLU Hotel, Golden Lane, Dublin 8  (map/directions)

Who Should Attend

This course is designed for those who have little previous experience of online marketing and who want to get started in implementing these techniques in their business. The course is targeted to those with responsibility for developing or implementing an organisation’s online strategy, including senior management, marketing managers, communication specialists, webmasters and IT managers and personnel or would like to a pursue a career in online marketing.

Course Structure

Day 1.

• How the Internet has Impacted Marketing
  Web Site Design and how it’s development has impacted marketing and how the web and it’s various can be applied to your business through the use of the online marketing techniques that we will introduce over the coming weeks.

Day 2.

• Search Engine Optimisation (SEO)
  Correctly implementing On-Page SEO and Off-Page SEO on your web site can get your business listed at the top of Google and the other search engines.  This lecture clearly explains how, by correctly implementing blogging, meta-tags, content, sitemaps, an inbound linking strategy and developing a comprehensive digital footprint, Google will find your site and place it to the top of the search results.

Day 3.

• Pay Per Click Marketing (focusing on Google AdWords)
  Online advertising is now a critical part of any online marketing  campaign.  This lecture takes the student through the various Pay per Click products as well as taking everyone through various case studies.  The lecturer will also set up a Google AdWords campaign.

Day 4.

• Using Google Analytics to improve traffic and user navigation
  This lecture describes how to view and analyse web site statistics as part of an online marketing campaign. It is focused entirely on Google Analytics and how to implement Google Analytics on your web site and use it to find out who visits your site, where they come from, what pages they visit, etc, etc. You can then use this information to improve your visitor interaction.

Day 5.

• Email Marketing in the Digital Marketing Mix
  We explain the ideas behind email marketing and how this has evolved over the past 10 years, introducing students to the leading email marketing tools and applications available on the market.  The lecturer goes through some of the best practice examples of email marketing.  Practical examples and case studies throughout.

Day 6.

• Social Marketing
  With more than 140 million blogs currently being tracked by Technorati, the opportunities for businesses to speak with their customers is nearly unlimited. That’s why more and more companies are turning to the blogosphere to connect with consumers. Never before have had businesses had such effective access to the frustrations and desires of their target audience.  This lecture clearly explains how to go about using blogs and social media (Facebook, Twitter, LinkedIn, etc) as part of the marketing mix to drive business.

Day 7.

• Online PR and how to create and implement successful Online PR campaigns
  Students will learn how to plan and implement an Online PR Strategy using some or all of the Social Media applicatins and tools discussed in the previous lecture. The issues discussed will also include Online Brand and Reputation Management

Day 8.

• Online Display Advertising – Create, Implement and Measure Online Advertising Campaigns
  Display and Banner now advertising now plays a huge part in the overall marketing mix. This lecture goes through the history of the development of this market.  You will learn how to develop an online brief, understand the components of online advertising success and be able to understand and construct and online media campaign.

Day 9.

• How Web Site Architecture can Affect Online Success
  A Web site’s information architecture and technical architecture are critical to its success in natural search results – and are important elements of paid search success, too. Dynamic URLs & dynamic content.  This lecture discusses some of the following (in marketing terms!): HTTP and HTML, Redirects, JavaScript, CSS, Multiple languages, domains and sub-domains, Duplicate content issues, etc

Day 10.

• Mobile Marketing and Video Optimisation
  This lecture discusses (a) the emergence of mobile marketing and how to usethisas art of your marketing campaign, and (b) how video is affecting our interaction with web sites and how you can take advantage of video, Youtube and other video content sites.

Day 11.

• Affiliate Marketing
  What is Affiliate Marketing and what are the benefits of using Affiliate Marketing as an additional channel. How to set up a successful affiliate program.  Using paid and natural keyword bidding and natural search to effectively promote products and services on search engines.  Measuring results and case studies throughout.
  

Day 12.

• Planning and Implementing a Digital Marketing Campaign
  This lecture brings together all of the elements in a digital marketing campaign. The advantages and shortcomings of each of the activities within a campaign are reviewed with real-life examples as to why and where a medium would be chosen.

Assessment

The Diploma is awarded to participants on the successful completion of a Digital Marketing Assignment. The assignment is a written document, giving students the opportunity to demonstrate their understanding and application of their newly acquired digital marketing knowledge.

Cost

Cost per participant – €1,495

Note that your place on the course is confirmed upon full payment of the course fee.

For further information & to express an interest:

Contact Peter Farren on 020 3286 3231 or email Peter at Peter@DigitalMarketingInstitute.ie

Book This Course Now

Apply: 14th July 2010

Apply: 26th August 2010