Courses › Digital Marketing › Syllabus
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Course Available as:
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Course Objectives:
The objective of the Diploma course in Digital Marketing is to provide practitioners in Marketing, PR, Event Management and other communication sectors with the practical skills to develop, implement, manage and evaluate their online digital strategy. In addition, to providing them with the skills to create digital and online content and to teach them how to monitor and track the success of their campaign using analytics and measurement techniques. |
Diploma in Digital Marketing 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; What Facebook Timeline really means for your business; Understanding the differences between various posts on Facebook; Learning how to combat negative comments; Using Groups on Facebook; Understanding Facebook’s EdgeRank Algorithm ; Generating Friends and followers – Knowing the right target audience and how to find them; Competitions; Using Facebook to drive traffic to your website; Statistics and analytics – Know what’s working and what’s not; How much is too much when it comes to posting on Facebook; What Facebook Ads Manager can really do; Facebook Advertising – How to target the right audience, re-marketing & finding new customers; Measuring the success of Facebook ad campaigns
Twitter: Understanding the terminology; How to Tweet and how to use the platform; Hashtags – When and how to use them; Who to follow and when; The importance of Twitter Lists and how to use them; Developing Twitter campaigns; 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; What to share and why; Knowing your 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 create a successful profile, optimised profile; What should you include in your profile and why; Degrees of Network Connections; Free vs Paid Accounts; Do’s and Don’ts of LinkedIn; Benefits of online professional networking; Using LinkedIn as a sales tool; Building connections; The art of getting and giving recommendations and what they really mean; What are groups and why should you join; Using LinkedIn as a job searching tool; Company pages on LinkedIn
Pinterest: What is Pinterest and why is it important; What and how should you “pin”; 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
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; Why Snapchat is not a fad
Blogging: The importance of blogging; Identifying your blogging personality; How to boost your blog; Sourcing topics and content; Tagging and optimisation of posts; Best Practices; Building relationships with influential bloggers; Social Sharing of Blog posts; How to use Blogging as social content and encourage sharing
Other tools: Buffer, Canva, Fiverr, Hootsuite & more
Search Engine Optimisation (SEO): What is SEO; How to get your website to rank highly on search engine results
Important of Keywords; Where to place Keywords; How to find your Keywords; On-Page Optimisation; Link building Strategies; Understanding Google’s crawlable structures
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 goals and why this is important
Google AdWords: Why running AdWords campaigns are important; How to create successful campaigns; Choosing the right campaign for your objective; Understanding AdGroups; 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 Advertising: What are Banner Ads and how do they work; Understanding how to increase your Click-Through-Rate (CTR); Where & how do I advertise my Banner; Placing Display Adverts through Google’s Display Network; Display Advertising Pricing; Types of Banner Ads
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; SMS & MMS Marketing; Bluetooth Marketing; Location Based Marketing; QR Codes;
Mobile Apps; Planning your Mobile Strategy
Twitter: Understanding the terminology; How to Tweet and how to use the platform; Hashtags – When and how to use them; Who to follow and when; The importance of Twitter Lists and how to use them; Developing Twitter campaigns; 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; What to share and why; Knowing your 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 create a successful profile, optimised profile; What should you include in your profile and why; Degrees of Network Connections; Free vs Paid Accounts; Do’s and Don’ts of LinkedIn; Benefits of online professional networking; Using LinkedIn as a sales tool; Building connections; The art of getting and giving recommendations and what they really mean; What are groups and why should you join; Using LinkedIn as a job searching tool; Company pages on LinkedIn
Pinterest: What is Pinterest and why is it important; What and how should you “pin”; 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
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; Why Snapchat is not a fad
Blogging: The importance of blogging; Identifying your blogging personality; How to boost your blog; Sourcing topics and content; Tagging and optimisation of posts; Best Practices; Building relationships with influential bloggers; Social Sharing of Blog posts; How to use Blogging as social content and encourage sharing
Other tools: Buffer, Canva, Fiverr, Hootsuite & more
Search Engine Optimisation (SEO): What is SEO; How to get your website to rank highly on search engine results
Important of Keywords; Where to place Keywords; How to find your Keywords; On-Page Optimisation; Link building Strategies; Understanding Google’s crawlable structures
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 goals and why this is important
Google AdWords: Why running AdWords campaigns are important; How to create successful campaigns; Choosing the right campaign for your objective; Understanding AdGroups; 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 Advertising: What are Banner Ads and how do they work; Understanding how to increase your Click-Through-Rate (CTR); Where & how do I advertise my Banner; Placing Display Adverts through Google’s Display Network; Display Advertising Pricing; Types of Banner Ads
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; SMS & MMS Marketing; Bluetooth Marketing; Location Based Marketing; QR Codes;
Mobile Apps; Planning your Mobile Strategy
