Diploma in Online Marketing & Digital Strategy | View Spring 2012 timetable here The Online Marketing, Sales and Digital Strategy course brings together all the necessary skills to design, build, manage and measure effective online and digital campaigns weaving together the core skills of digital marketing, social media, online PR, paid and organic search and measurement programmes. Programme Aims and Objectives The aim of the course is to provide participants with a clearly defined set of practical digital skills which can be leveraged immediately at client-side marketing teams, digital and integrated agencies, and drive strategy and tactical solutions for enterprise e-commerce businesses, B2B and B2C businesses, communications and public relations organisations, owner managed businesses, and web marketing organisations. Programme Structure Each module will be taught using practical case studies in order to ground all theoretical learning in real-life industry examples. The tutor will deliver core demonstrations of relevant digital tools. Students will have the opportunity of implementing and testing concepts and applications in computer labs.
Programme Content
Online Marketing
Analyse key ways of driving traffic, creating awareness and generating and managing leads online, for businesses and services.
- Content Marketing Programmes
- Inbound Marketing
- SEO and Website Optimisation
- Pay Per Click Marketing
- Website Analytics
- Email Marketing
- Blogging
Effective Use of Social Media
Analyse key social media channels and platforms and look at case studies of business that are using social media to develop their business. - In depth look at diverse number of social media platforms and channels
- How to identify relevant social media channels for your business
- Risks associated with engaging with social tools
- Listening to your customers, competitors and the marketplace
- Designing, implementing and measuring social campaigns
- How to measure effectiveness of social media campaigns
- Developing and Executing a Digital Strategy
- How to create a digital strategy for your organisation that takes a holistic view of all digital and social channels and platforms and aligns with strategic goals.
Developing and Executing a Digital Strategy How to create a digital strategy for your organisation that takes a holistic view of all digital and social channels and platforms and aligns with strategic goals. - Align overall business objectives and goals with digital strategies
- Analyse and research digital preferences of target audiences
- Develop relevant digital content and distribute through appropriate channels for your audiences
- How to measure effectiveness of digital campaigns
Online Sales Optimisation
Create a programme for testing, measuring and optimising site content to ensure the sales funnel is constantly meeting targets and goals. - Optimised site design augmented with a clear calls to action programme
- Implement A/B split and multi-variate testing programmes
- Analyse site information architecture to ensure no information blockages
- Measuring channel and campaign effectiveness at granular level
Assessment To be awarded the Diploma in Online Marketing and Digital Strategy students are required to create and develop a full digital plan and campaign that involves conceiving, designing, creating, promoting, executing and measuring a successful launch of an online business, service or product (100%). Career Progression Opportunities Participants who complete the course will be able to pursue opportunities in managing online marketing and sales campaigns within client-side marketing organisations, manage large volume ecommerce sites, create and manage digital campaigns within an agency environment, and develop careers in online PR. They will have an expert understanding of how to develop and rollout digital and social media strategies within organisations of all sizes that are aligned with corporate objectives.
Student Profile Some students have previous marketing experience but wish to upskill and stay abreast of developments in their field of expertise. Many come from medium and large enterprises who are looking to implement strategic digital plans aligned with key business objectives, others come from an agency background and are seeking to develop and understand core strategies for implementing digital campaigns, and finally there tends to be a mix of entrepreneurs and individuals who are looking to either develop new business ideas or make a career switch.
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