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Course Title: Post Graduate Diploma in Digital Marketing & Social Media
Start Date:
Fees: Course fees €1150 excl. €110 examination fee payable on submission of assignment Duration: (10 weeks & 6 weeks to complete assignment) Lecture Time: 6.15pm to 9.15pm Wednesday evenings Course Options: Part Time (In attendance) or Long Distance (Online). In the case of part time and long distance (online) candidates you will never miss a lecture as recordings are made for each lecture providing maximum flexibility for the busy professional. In addition, through our conference mobile app, you will be able to join in to live lectures on your mobile device when and if on the move. Alternatively, join the lecture on your PC whether in the office or at home. |
Course Objectives:
The course has been tailored to provide students with the practical knowledge, skills and capabilities to create and implement a full digital marketing strategy for their brand, business or client. This course will equip students with the core skills and techniques needed to integrate digital marketing seamlessly in to their over overall marketing strategy by incorporating content marketing; social media strategy, planning and advertising, Search Engine Marketing , PPC, Search and Display, SEO and Analytics, Email Marketing & Mobile Marketing.
The course has been tailored to provide students with the practical knowledge, skills and capabilities to create and implement a full digital marketing strategy for their brand, business or client. This course will equip students with the core skills and techniques needed to integrate digital marketing seamlessly in to their over overall marketing strategy by incorporating content marketing; social media strategy, planning and advertising, Search Engine Marketing , PPC, Search and Display, SEO and Analytics, Email Marketing & Mobile Marketing.
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Post Graduate Diploma in Digital Marketing & Social Media Syllabus Overview:
- Social Media Platforms: Facebook; Twitter, YouTube, Pinterest; LinkedIn; Instagram; Snapchat; Blogging etc.
- Search Engine Optimisation (SEO)
- Google Analytics
- AdWords (Pay-Per-Click PPC Advertising)
- Mobile Marketing
- Display Advertising
- Email Marketing
- Strategy Creation
Facebook: Why your business needs Facebook page; Maximising the branding of your page; How to reach, funnel and advertise to your target market Understanding the differences between various posts on Facebook; Learning how to combat negative comments; Using Facebook to drive traffic to your website and drive conversions; Statistics and analytics – Know what’s working and what’s not; Facebook Tools and Techniques; Facebook Advertising – How to target the right audience, re-marketing & finding new customers; Measuring the success of Facebook ad campaigns
Twitter: Understanding the terminology; The importance of Twitter Lists and how to use them; Developing Twitter campaigns; Twitter Advertising, Using Twitter as a Customer Service tool; Tracking and statistical tools; Building a following; Branding your Twitter profile; Twitter Do’s & Don’ts; Twitter Management tools
YouTube: The importance of video content; How to gain an audience; Understanding and reaching your target audience; How to optimise your YouTube Channel; Tagging and optimisation of video content; Including Video content in your Social Media Campaign; Video editing and designing tools; Production & Costs of online videos
LinkedIn: How to use LinkedIn as a professional networking tool, creating a successful profile to further your organisational goals; Don’ts of LinkedIn; Benefits of online professional networking; Using LinkedIn as a sales tool; Building connections; Creation and maintenance of Groups for Business; Using LinkedIn as a job searching or recruitment tool; Company Showcase pages on LinkedIn. LinkedIn for Business and additional reach-building technique.
Pinterest: What is Pinterest and why is it important; How to build an audience on Pinterest; Increasing your brand authority on Pinterest; Generating “back-links” and the importance of Pinterest to SEO; Using Group boards.
Instagram: Why Instagram is important in B2C Social Media Marketing; How to use Instagram; How to schedule content on Instagram; How to identify your target audience on Instagram; How to cultivate a following on Instagram; How, why and when to use hashtags; How to measure your Instagram Activity. Instagram advertising.
Snapchat: Why use Snapchat in Social Media Campaigns; How to build your audience on Snapchat; Generating creative marketing campaigns on Snapchat; How to utilise other Social Media platforms to maximise Snapchat marketing success and vice-versa; The introduction of VM as a marketing tool.
Blogging: The importance of blogging; Blogging to increase SEO, How to boost your blog; Sourcing topics and content; Tagging and optimisation of posts; Best Practices; Building relationships; Social Sharing of Blog posts; How to use Blogging as social content and encourage sharing.
Search Engine Optimisation (SEO): Overview and Understanding: What is SEO and how it affects your business. On-page and off-page optimisation. Keyword Research, analysis, evaluation and tools. Content building and optimisation. Link building and measuring effectiveness.
Google Analytics: How to install Google Analytics; What information is Google Analytics tracking; How to read data from Google Analytics; Understanding what changes to make from data received; Personalising Dashboards; Learn about your audience; Generating reports; Creating and analysing goals and events.
Google AdWords: Search Network How to create successful campaigns; Choosing the right campaign for your objective; Understanding Campaign Structure; Choosing the right keywords & the right bid; Understanding Bidding and Budgets; Defining your objectives; Creating Ad Extensions; Creating an Effective Ad; Creating an Effective Landing Page; Understanding Google’s Quality Score; Measuring the success of campaigns
Display Network Advertising: Understanding the display network. Bidding types and targeting; Understanding how to increase your Click-Through-Rate (CTR); Monitoring, Evaluation and best practices.
Email Marketing: What is an Email Newsletter; Advantages of Email Marketing; Building your database; Understanding your Audience; Using Call-to-Actions; A/B Testing; Creating eye catching subject Lines; How to increase engagement & open rates
Monitoring and evaluating the success of e-campaigns; Best practices
Mobile Marketing: Why Mobile Marketing is so important; Types of Mobile Marketing; How Mobile Marketing has grown in Ireland; Advantages of Mobile Marketing; Mobile Apps; Planning your Mobile Strategy
Strategic Planning: This module demonstrates the importance of strategic planning and applies practical application of all modules covered in the Postgraduate Diploma in Digital Marketing.
Twitter: Understanding the terminology; The importance of Twitter Lists and how to use them; Developing Twitter campaigns; Twitter Advertising, Using Twitter as a Customer Service tool; Tracking and statistical tools; Building a following; Branding your Twitter profile; Twitter Do’s & Don’ts; Twitter Management tools
YouTube: The importance of video content; How to gain an audience; Understanding and reaching your target audience; How to optimise your YouTube Channel; Tagging and optimisation of video content; Including Video content in your Social Media Campaign; Video editing and designing tools; Production & Costs of online videos
LinkedIn: How to use LinkedIn as a professional networking tool, creating a successful profile to further your organisational goals; Don’ts of LinkedIn; Benefits of online professional networking; Using LinkedIn as a sales tool; Building connections; Creation and maintenance of Groups for Business; Using LinkedIn as a job searching or recruitment tool; Company Showcase pages on LinkedIn. LinkedIn for Business and additional reach-building technique.
Pinterest: What is Pinterest and why is it important; How to build an audience on Pinterest; Increasing your brand authority on Pinterest; Generating “back-links” and the importance of Pinterest to SEO; Using Group boards.
Instagram: Why Instagram is important in B2C Social Media Marketing; How to use Instagram; How to schedule content on Instagram; How to identify your target audience on Instagram; How to cultivate a following on Instagram; How, why and when to use hashtags; How to measure your Instagram Activity. Instagram advertising.
Snapchat: Why use Snapchat in Social Media Campaigns; How to build your audience on Snapchat; Generating creative marketing campaigns on Snapchat; How to utilise other Social Media platforms to maximise Snapchat marketing success and vice-versa; The introduction of VM as a marketing tool.
Blogging: The importance of blogging; Blogging to increase SEO, How to boost your blog; Sourcing topics and content; Tagging and optimisation of posts; Best Practices; Building relationships; Social Sharing of Blog posts; How to use Blogging as social content and encourage sharing.
Search Engine Optimisation (SEO): Overview and Understanding: What is SEO and how it affects your business. On-page and off-page optimisation. Keyword Research, analysis, evaluation and tools. Content building and optimisation. Link building and measuring effectiveness.
Google Analytics: How to install Google Analytics; What information is Google Analytics tracking; How to read data from Google Analytics; Understanding what changes to make from data received; Personalising Dashboards; Learn about your audience; Generating reports; Creating and analysing goals and events.
Google AdWords: Search Network How to create successful campaigns; Choosing the right campaign for your objective; Understanding Campaign Structure; Choosing the right keywords & the right bid; Understanding Bidding and Budgets; Defining your objectives; Creating Ad Extensions; Creating an Effective Ad; Creating an Effective Landing Page; Understanding Google’s Quality Score; Measuring the success of campaigns
Display Network Advertising: Understanding the display network. Bidding types and targeting; Understanding how to increase your Click-Through-Rate (CTR); Monitoring, Evaluation and best practices.
Email Marketing: What is an Email Newsletter; Advantages of Email Marketing; Building your database; Understanding your Audience; Using Call-to-Actions; A/B Testing; Creating eye catching subject Lines; How to increase engagement & open rates
Monitoring and evaluating the success of e-campaigns; Best practices
Mobile Marketing: Why Mobile Marketing is so important; Types of Mobile Marketing; How Mobile Marketing has grown in Ireland; Advantages of Mobile Marketing; Mobile Apps; Planning your Mobile Strategy
Strategic Planning: This module demonstrates the importance of strategic planning and applies practical application of all modules covered in the Postgraduate Diploma in Digital Marketing.
