We have identified the core skills required for effective digital marketing, identified the best trainers – who are all industry practitioners – and draw on our considerable experience in course delivery.
Trainers include Felicity McCarthy, Spark Digital; John Ring, RingJohn; and Conor Pope, Irish Times.
TIMETABLE AND VENUE
The Diploma is a part-time, diploma run every Friday over 6 weeks from 9.30am to 4.30pm in the Irish Times Building, 24-28 Tara Street, Dublin 2.
Digital Marketing FETAC Level 5 MINOR AWARD
Participants who wish to obtain the Digital Marketing Minor Award 5N1364 will be required to complete a collection of work (5 practical assignments) during the course as well as a digital marketing plan (due 6 weeks after the completion of the course).
Module 1 – Digital Marketing Strategy This foundation module examines how digital has changed relationships between businesses and customers. Setting the scene for the programme, it examines current trends and how digital affects strategy. Using examples of the best (and worst) global practice, it concludes by introducing a scorecard system.
Module 2 – Google AdWords / Pay per click Ads In this session you’ll see how to set up effective AdWords campaigns that will increase your click-through rates. You’ll also learn what’s involved in ongoing AdWord campaign management, setting budgets and also how to write compelling advertising copy.
Module 3 – Search Engine Optimisation (SEO) This module will demonstrate how to use SEO to drive customers to your site, while improving your search engine rankings and how to maximise your conversion rates. You’ll also examine how to maintain and improve your sites visibility using transparent and trusted methods.
Module 4 – Online Video It’s all about the visuals in this module and how best to create an online community, increase brand awareness and enhance click through and response rates. Using video as a medium you’ll explore how to create, edit and distribute content. You’ll also examine its potential impact, and review case studies to show how seeded and viral videos can be most effectively used. You’ll discuss the best channels for distribution and how best to achieve maximum returns. Additionally, as broadband speeds improve, you’ll look at what lies ahead for video.
Module 5 – Writing for Digital Delivered by Conor Pope this is a very hands on session. You’ll work on developing skills necessary to express yourself effectively online. Conor will highlight the differences between writing for digital as opposed to print media. In a very engaging way he’ll illustrate how best to present Digital Marketing content in order to attract and convert visitors.
Module 6 – e-Marketing and Lead Generation In this session you’ll gain an understanding of how permission-based e-marketing is integral to Digital Marketing. It will also demonstrate how you utilise campaigns to increase customer reach and sales. Alongside this you’ll find out how to write, time and test a campaign which will also highlight the implications of data protection.
Module 7 – Web Analytics
This is a practical, interactive module that will give you valuable insight into web analytics while showing you how to draw actionable conclusions from the data you collect. It will show you how to use this information to improve the site’s design and optimise it to increase traffic. Throughout you’ll be encouraged to identify aspects of your site that need to be improved, and begin to see how these improvements can be measured.
Module 8 – Data Protection and Cyber Security This module will focus on the Data Protection and Cyber Security challenges and issues that Digital Marketing presents.
Modules 9 & 10 – Social Media and Your Online Brand: In these modules you’ll learn how to leverage your company’s Social Media presence to generate more connections, build relationships and boost your bottom line. Both modules take an in-depth look at Facebook, Twitter, LinkedIn and other popular social networks, as well as the art of blogging and podcasting. They will also include case studies of Irish and global businesses effectively using social media to build customer communities and successfully manage their online brands.
Module 11 – Inbound Marketing New to the diploma you will look at the whole concept and theory around inbound and content marketing. How it compares to traditional methods and why it is so important. Using real time examples you learn how to integrate your inbound strategy and understand the Buyer Journey so that you serve the right information to the right person at the right time.
Module 12 – Online Advertising Here you will learn how to plan an online advertising campaign and put together an overall strategy for display advertising. You’ll look at how to write a creative brief and determine the best media for your specific objectives. You’ll also be shown how to maximize your return on investment and how to budget effectively for your ad spend
Digital Marketing FETAC Level 5 MINOR AWARD
If you wish to obtain the Digital Marketing Minor Award (5N1364), you are required to complete a collection of work (5 practical assignments) during the course, in addition to a digital marketing plan (due 6 weeks after the completion of the course).
Modules include Strategy, SEO, Online Advertising, Mobile Web, Social Media, Online PR and many more.
You must attend 10 modules or more to be awarded an Irish Times Training & Irish Internet Association Diploma in Digital Marketing.
On successful completion of the FETAC collection of work and digital marketing plan, you will be awarded a FETAC Level 5 minor award in Digital Marketing 5N1364. Minimum attendance requirement is 10 modules
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