Diploma in Online Marketing and Digital Strategy

Who is the Course For:

The course is designed for marketing, PR and sales professionals, as well as business owners and operational resources looking to learn and understand how best to leverage digital channels in order to create awareness about products and services, acquire new customers and to retain existing ones. The course is developed for both B2B and B2C business people and it teaches how best to use highly performing paid online media, as well as developing a rich presence on social media channels and how best to measure and optimise the end to end online experience of your customers.

Course Objectives

The aim of the course is to provide participants with a rich set of digital skills to devise, plan and implement an engaging and successful digital strategy that delivers on and supports business objectives.

To teach participants how to engage with prospects and customers on new media channels

To demonstrate to participants how to develop rich content marketing programmes for both B2B and B2C prospects and clients

To enable participants to create a rich ecosystem of online advertising that creates awareness and converts prospects to customers

To demonstrate to users how to use opt-in and permission based digital marketing

To teach participants how to measure and track the effectiveness of a digital programme
To equip participants with the skillset to create a full digital plan that involves conceiving, designing, creating, promoting, executing and measuring a successful launch of an online business, service or product.

Career Prospects

Participants who complete the course able to pursue opportunities in: managing online marketing and sales campaigns for large volume trading websites
Implement B2B and B2C digital strategies and online marketing programmes,
Create, run and manage digital campaigns within an agency environment,
Develop careers in PR and communications,
Run online advertising campaigns that are optimised to track and deliver conversions, commission and manage the development of commercial websites,
Design and manage social media strategies within organisations of all sizes that are inline with corporate goals.

Teaching Styles and Learning Methods

Throughout the programme, a wide range of teaching styles will be used to support the intended learning outcomes

Instructor led
Classroom-delivery learning model with structured hands-on activities
Class Presentations
Class discussions
Practical Demonstrations
Class Presentations
Course Work

Overview of Course Content

Developing and Executing a Digital Strategy

Understand how to create full lifecycle digital marketing plan
Identify overall goals that the organisation wants to achieve through digital campaigns – increase sales, increase brand awareness, demand generation, lead generation etc.
Clearly define and understand digital personas of your target audience
Research preferences of audience in terms of how they consume digital media
Create channel specific strategies for each persona
Identify content marketing requirements for target audience according to needs and preferences
Create ongoing feedback mechanisms for users – effect changes based on what they like, don’t like
How measure effectiveness of digital campaigns

Content Marketing Solutions

Differentiate between Inbound and Outbound Marketing strategies
Create content marketing strategies per channel and per persona
Identify the differences in content marketing strategies for B2B and B2C
Identify how to break the buyer life-cycle down into clear stages and understand what content they require at specific stages
Understand the different content types that are suitable at specific stages of the customer buying process
Learn how to identify which channels and platforms are most appropriate to distributing original and re-purposed content to support demand generation and lead to customer conversions
Implement a lead nurturing programme that re-cycles leads that are not sales qualified
Analyse how to integrate lead generation programmes data with CRM systems

Online Marketing

Search Engine Optimisation
Pay Per Click Marketing
Key Word Management
Display Advertisement
Affiliate Marketing
Mobile Marketing
Email Marketing
Podcasting
Blogging
Webinar

Effective Use of Social Media

Overview of Social Media and its potential
In depth look at core number of social media platforms and channels
How to identify relevant social media channels for your business
Understand impact that social media is having on online behavioural habits
Benefits of using social platforms for business
Risks associated with engaging with social tools
Listening to your customers, competitors and the marketplace
Designing, implementing and measuring social campaigns
Irish Case Studies
International Case Studies
How to measure effectiveness of social media campaigns

Digital Media Content Creation

How to set up, register, set-up and customise blogs
Enhancing your blog with widgets
How to create, distribute and promote podcasts
How to create, distribute and promote video content
How to use mobile content tools and integrate with web profiles
How to cross promote digital content on social media profiles
Understanding good Web Design principles
Identifying user experience principles that optimise the customer path
Web 2.0 Standards
Designing Clear Calls to action in order to activate your customers online

Online Sales Optimisation

Online sales optimisation real life case studies
How to analyse site information architecture to ensure no information blockages
How to Set conversion points and goals and track using analytics
Understanding how to implement A/B split and multi-variate testing programmes
How to optimise end to end online sales channels (e.g. ppc ->landing page ->funnel optimisation)
How to measuring channel and campaign effectiveness at granular level
Understand and learn to use key terms such as: Customer Lifetime Value (CLV), Average Transaction Value (ATV), Annual Revenue Per user (ARPU), Cost Per Acquisition (CPA), Cost Per Lead (CPL).