Introduction: 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: 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: 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.
Search Engine Optimisation (SEO): The Content Factor, Search Engine Algorithms, Impart, Spamming, Online Advertising, Keyword Strategy, Link Relevancy, Ranking by Ethical Means.
Practical Exercise - BMW Case Study.
Practical Activity: Discuss Case Study to understand how SEO is effectively used within an organisation.
Search Engine Link Management: White Hat Optimisation, Link Exchange, Web Directories, Long Term Online Planning, Web Analytics, Web Page Tagging, Server Log File Interpretation, Building Quality Online Links, Link Farms and Online Link Exchanges, Site Maps.
Analysing the Web: White Hat Optimisation, Link Exchange, Web Directories, Long Term Online Planning, Web Analytics, Web Page Tagging, Server Log File Interpretation, Building Quality Links, Link Farms and Link Exchanges, Site Map.
Practical Activity: Develop a Long Term Online Plan to highlight all web analysis activities.
The Google Factor: Google Adwords features; Adwords Policies; Google Adwords Distribution; Google Adwords Pricing and Ranking; Position Performance; Google Account Creation and Navigation; Google Keyword Matching; Google Location Targeting; Google Text Ad Creation; Google Reports, Analytics and Conversion Tracking.
Practical Activity: Devise and Manage an Adwords Campaign to understand Targeting, Keyword Matching, Pricing and Ranking.
Authority Sites: Definition, Authority Site Formula, Visitor Optimisation, Contact Optimisation, Creative Marketing, Anatomy of an Authority Site, General Domains, Sub Domains, Creating an Effective Authority Site, RSS Feeds, Interactivity Onsite, Consistency, Points to Blog.
Practical Activity: Create an effective Authority Site.
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, Rationalisation of Keywords.
Practical Activity: Write a Keyword Management brief to illustrate its importance in SEO.
Factors Influencing Optimisation: Domain Name Selection, Inbound Linking and the Anchor Text Factor, 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: Prepare a Web Optimisation Plan to outline all influencing factors.
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.
Creative Writing for the Web, Writing for your Client, Relevant Content - Importance of, Simple versus Complex Messages, Keeping a Natural Flow to your Content, Optimising Content, Keyword Management, When to use Key Words, Ratio of Prose to Keywords, Importance of Homepage Content, Images and Art Text, 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.
PR Defined; Its Role within the Promotional Mix; The PR Industry; Agencies and Representative Bodies; The Media of PR, Form and Function.
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; Agency Appointment; Implementation and Evaluation. Maintaining Ethical Standards and Codes of Practice within PR.
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.
Online PR Module Content
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 Media 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 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.
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.
Google Adword Management
Google AdWords and Online Advertising: The Basics, Tour of Google AdWords Environment, Creating and Managing a Google AdWords Account, Building an Google AdWords Campaign, Keyword research and tools, Creating compelling Google Adwords adverts, Managing a Google Adwords Campaign, Tracking Google Adwords advert performance, Google Analytics, Split Testing, Website performance optimisation, Managing Multiple Accounts.
Introduction to Google AdSense, Setting up an account, Building a content-rich website, Designing a content advert, AdSense for Search, AdSense options, Tracking AdSense performance, AdSense Reports.
Search Engine Optimisation
Introduction to Search Engine Optimization: How people search the web, Determining your objectives and defining your site audience, Planning your SEO campaign, Keyword Generation, Adding Content and Meta Tags, Link Building, Developing an SEO Friendly Website, Optimizing your site for Major Search Engines, Submitting your website URL to Search Engines, Local Business Listings, Pay Per Click and Google AdWords, Measuring your results – Web Metrics, Things to that might adversely affect your SEO, Working with SEO Plug-Ins
Social Media Marketing
Introduction to Social Media and Social Networking, How Social Media is transforming the way we do Business, Facebook, Twitter, YouTube, Bebo and MySpace, LinkedIn, Flickr and Picasa, Blogs and Blogger, MeetUp and Ning, Second Life, Social Bookmarking – Delicious, Digg and StumbleUpon, Running a Social Media Marketing Campaign, Measuring the Success of Social Media Marketing, Social Media Marketing - Case Studies
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.
Introduction to Advertising; its Definition and Historical Development. 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.
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.
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
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.
The projects are an important part of the course. Each course participant is given project briefs. Participants are asked during the course to produce Pitch Proposals with their recommendations 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.
Methods of Training
Online Lecture Modules, Subject Expert Feedback Sessions after each Module, practical case studies, end of module assignments. etc.
Distance Learning Courses maintains a qualified panel of Subject Experts.
Who Should Apply
Anyone working in the general business sector in a senior or support role which is likely to require Digital Marketing skills, or those who wish to develop a career in this area. The course would also benefit anyone who plans to pursue a career in this vital area.
Career opportunities in Digital Marketing and Social Media exist in the corporate, public and not for profit sectors, on the client side and on the consultancy side. Graduates of this programme may have Digital Marketing and Social Media as a main or secondary responsibility while also working in another area such as marketing, promotions, sales, sponsorship, etc. for an organisation. The course takes these possibilities into consideration.
Successful candidates qualify for the Postgraduate Diploma in Digital Marketing & Social Media. The Postgraduate Diploma is awarded at Distinction, Credit or Pass level.