Diploma Online Marketing & Digital Strategy

The objective of the advanced module, which leads to the awarding of a Diploma in Online Marketing and Digital Strategy, is to reinforce the learning outcomes of the certificate online marketing module through a focused practical 12-week session where users produce digital artefacts that demonstrate the concepts they have learned in the certificate course. The evening course will teach participants how to fully research, plan and develop rich digital marketing programmes for B2B, B2C and FMCG businesses.

It builds on the certificate course in providing a framework for participants to build actual digital marketing initiatives using Social Media, Online Advertising Platforms, Email Marketing, Rich Media, Blogging as well as how to implement and measure the effectiveness of these campaigns using Google Analytics. At the end of the course participants will be able to use digital platforms and channels to generate awareness, increase sales and leads, and increase retention rates using integrated digital marketing. Participants will produce a Key Performance Indicator model that monitors and measures the progress and relative success of any digital programme and demonstrates Return on Investment which is vital in a business context.

This part-time course is aimed at a wide range of participants with a broad set of skills and competencies. As the reach of digital channels increases it is affecting the way that business are marketing and selling their products and services to their customers. Today, it is absolutely necessary for businesses and service providers to have a clear understanding of how best to use digital channels to market and promote their offerings to their potential customers.

This course will be of interest to marketers, communication and sales professionals, as well as designers, IT professionals, and owner managed businesses who need to gain a greater understanding of how to use digital and social media tools, channels and platforms to communicate, engage and acquire customers online.

This evening course is designed to build on the certificate module, with the goal of teaching participants how to; use online marketing and advertising platforms, create a digital strategy and plan, and to capitalise on the use of social media channels.

At the end of the module, participants will have all the skills to research, plan and implement a digital marketing programme. Over the 12 week course content covered will include how to produce a rich presence on the main social media platforms such as LinkedIn, Twitter, Facebook as well as developing Google AdWords and Display campaigns, Email Marketing Campaigns and creating Rich Media Content on platforms such as Pinterest, YouTube and Instagram.

• Introduction, Overview of Digital Strategy
• Online Advertising
• Email Marketing
• Search Engine Optimisation
• Social Media Marketing
• Developing Content Editorial Calendars in conjunction with Buyer Cycles
• Advanced Blog Creation
• Advanced Blog Promotion
• Creating Outcome driven KPI frameworks

Overview Dublin

Direct entry over 23 (Mature Student) or 5D3s (Ord) in Leaving Certificate or equivalent exam taken. User of MS Office Applications Participants must have completed the Certificate in Online Marketing and Digital Strategy course.