Postgraduate-Diploma-in-Digital-Marketing

PostgraduateDiploma in Digital Marketing

2013/2014

Full Time | Part Time | Online

www.DigitalMarketingInstitute.com

Postgraduate Diploma in Digital Marketing

1. Welcome

2. Programme overview

3. Programme content

4. Programme assessment

5. Admission requirements

6. Digital Marketing Institute Career Roadmap

7. Subject Matter Experts

8. Syllabus Advisory Council

9. Past students

Contents

The business world is evolving faster than ever before...The Digital Marketing Institute’s Postgraduate programme delivers the framework and tools needed to meet the challenges of our economy today - and tomorrow.

Transform your career and company with a programme grounded in the realities of modern business and the connected society. Learn with some of Europe’s leading Digital Marketing experts.

All of the current innovation and

thinking in marketing is happening

through the various Digital

channels. At a time of uncertainty

in the global economy, now is the

time to develop a skill set in a field

that is truly recession proof.

The Digital Marketing Institute

faculty comprises hand-picked

experts in Digital Marketing.

Each of your lecturers works in the

Digital Marketing sector, delivering

successful and dynamic Digital

Marketing campaigns for their clients.

Our Postgraduate Course provides

students with real-world case

studies and examples, offering the

type of education that employers

are looking for in today’s

challenging environment. I look

forward to welcoming you to the

next phase of your career.

Best Wishes

Ian Dodson

Co-Founder & Director

Welcome

Ian Dodson,

Co-Founder & Director

The Digital Marketing Institute is the world’s leading professional institute in the field of Digital Marketing. Working closely with expert-practitioners, the Institute promotes best current practice, theory and applied skills in Digital Marketing for individuals and organisations.

Meet and exceed your Digital Marketing goals through application of the latest trends, and attain one of the world’s most widely recognised and valued professional qualifications in Digital Marketing.

The Postgraduate Diploma in Digital Marketing is designed to help you create and implement effective Digital Marketing strategies. The skills you will learn will strongly position you within the marketplace and help you to realise your career or business aspirations.

Emphasis throughout the programme is placed on developing you as a practical and proactive Digital Marketing professional. Course delivery encourages self-development, participation and teamwork, and once qualified you will be able to apply highly relevant knowledge and skills to the various Digital Marketing challenges within the workplace.

Who should attend?Whether coming straight from university or expanding your skill set

in your current role, you can expect this course to provide you with

the skills, knowledge and experience to move your career forward.

The Postgraduate Diploma in Digital Marketing is open to graduates

and professionals with backgrounds in any discipline looking to work

in or advance within the Digital Marketing arena.

What can you expect?Through dynamic lectures, case studies, small group discussions and

interactive workshops you will gain exposure to the latest techniques

and tools for improving your organisation’s Digital Marketing

and brand-building efforts. You will reposition yourself within

your organisation to implement Digital strategies that deliver

measurable results.

Your course of studyDigital Marketing Institute lecturers have specifically structured

the curriculum to help you understand the current trends and best

practices in Digital Marketing. In this highly focused programme,

you will learn how to leverage these innovative strategies in order to

gain competitive advantage for your current or future organisation.

We have designed the programme to recognise the maturity of each

of the channels within the Digital Marketing domain, providing you

with the required breadth and the depth of knowledge to become an

effective all-round practitioner and manager of Digital Marketing.

Programmeoverview

“I would highly recommend the

Postgraduate Diploma to anyone.

The course was well structured and

the lecturers were approachable

and extremely well informed. Well

worth the investment.”

Robert Giles

“What I liked about the

Postgraduate Diploma was the fact

it was delivered by professionals

actively working in the Digital area.

From a personal perspective, it has

been the ideal stepping stone into the

exciting world of Digital Marketing.”

Elaine Cameron

Programme contentThe Postgraduate Diploma in Digital Marketing comprises four modules:

• Digital Consumer Behaviour

• Digital Marketing Channels

• Digital Strategy & Planning

• Digital Marketing Management

Michelle O’Keefe,

Digital Display Advertising Lecturer

Digital Consumer BehaviourThe Digital Consumer Behaviour module equips students with the skills and knowledge to

plan and conduct research for consumer-centric Digital Marketing strategies.

Digital has empowered consumers to engage in a two-way dialogue with brands, but it

has also given businesses access to a high level of detail about the online activities of their

customers. Students will understand that this wealth of information forms the starting point

of any Digital Marketing strategy.

You will learn how to track and interpret online consumer behaviour and examine the

techniques for building relationships with your target audience through an understanding of

their Digital activities.

Students will be able to differentiate between traditional and Digital campaigns in terms of

their planning, evolution and lifecycle. Completion of this module will also contribute to the

development of your research and analytics skills, and your competence in collaborating and

communicating with a range of audiences online.

Learning Outcomes of the Digital Consumer Behaviour Module:On completion of this module, you will be able to:

• Critically assess how the internet has evolved as a tool for consumer empowerment and

control

• Demonstrate a comprehensive knowledge of consumer tracking and monitoring tools and

fully explain their importance in the context of Digital Marketing campaigns

• Apply an online consumer purchase model - including research, comparison, purchase

and post-purchase behaviour – to demonstrate how Digital technologies have impacted

specific consumer groups

• Research and report on how the empowered consumer has challenged traditional

marketing approaches, both locally and globally, in a specified industry

• Perform a critical appraisal of future trends that may impact the online evolution

of consumers in a specific industry

• Critically evaluate and recommend improvements to a company’s current marketing

campaigns, including comparisons of company and consumer perspectives

Digital Marketing ChannelsThe Digital Marketing Channels module develops students’ knowledge of the range of

Digital routes to market available to the modern marketer.

You will acquire an in-depth understanding of the various channels and their

advantages and disadvantages, and assess their suitability for use in a Digital

Marketing strategy.

Channels covered in this module include:

Learning Outcomes of the Digital Marketing Channels Module:On completion of this module, you will be able to:

• Critically review the importance of the various Digital Marketing Channels and

how they reach the online buyer

• Engage in informed debate with peers about the key stages in Digital Marketing

through the various routes to market, employing relevant business models

• Clearly explain how organisations can use online channels to meet changing

buyer behaviour and expectations

• Critically appraise the range of available Digital Marketing Channels

• Determine the advantages that each available channel brings to the Digital

Marketing strategy

• Produce well-defined implementation plans to explain how the various channels

will be incorporated into the Digital Marketing strategy

• Search Engine Optimisation

• Pay Per Click Advertising

• Digital Display Advertising

• Social Media Marketing

• Affiliate Marketing

• Email Marketing

• Mobile Marketing

• Content Marketing

• Web Analytics

• New & Emerging Channels

Digital Marketing Strategy & PlanningThe Digital Marketing Strategy & Planning module enables students to critically analyse

a business and its target client groups, and create a Digital Marketing strategy and

implementation plan for that business.

You will gain sound knowledge of how online marketing has evolved from a peripheral

element of organisational marketing to one that is at the hub of customer-centric

communications in an increasingly multi-channel environment.

You will analyse the impact of Digital on the shift from a calendar and budget-bound

approach to marketing, to an iterative activity in response to customer interaction.

You will also acquire an understanding of the key Digital strategy and planning concepts that

are required to implement a Digital Marketing cycle in a business.

This module will include consideration of the fundamental Digital Marketing planning

concepts for an organisation together with key factors involved in the implementation,

measurement and evaluation of successful campaigns.

Learning Outcomes of the Digital Marketing Strategy & Planning Module: On completion of this module, you will be able to:

• Critically appraise the Digital maturity of an organisation’s current marketing activities by

performing a detailed situation analysis

• Clearly explain how an organisation might respond to the advent of the ‘empowered

consumer’ with a responsive Digital Marketing strategy

• Research the target audiences of an organisation and complete a detailed analysis of their

online activities and preferences

• Assess the ways in which Digital channels have empowered the consumer and determine

the most relevant mix of Digital Marketing tools for an organisation

• Appraise the incorporation of various channels into a Digital Marketing strategy

• For each channel identified in the strategy, create meaningful, customer-focused

objectives as the foundation for an organisation’s Digital Marketing plan

• Critically asses the priorities and plan the spend lifecycle of a Digital Marketing budget

• Clearly explain how to create an implementation plan covering resources, timings, stages

and review processes for a Digital Marketing strategy

“I now have a Digital Marketing

plan for the company, and a

structure and budget for all my

Digital Marketing activities.”

Edel McCabe

Digital Marketing ManagementThe Digital Marketing Management module provides students with detailed knowledge

of best practices for the management and review of Digital Marketing campaigns within

organisations.

The module aims to develop responsible Digital Marketing managers who can oversee a

business’s ongoing online activities, and make informed strategy and campaign decisions

taking budgetary and other constraints into account.

You will develop a range of specialised skills in the use of quantitative tools to analyse

campaign performance and suggest improvements.

Students will be able to justify a business case for a Digital Marketing strategy in an

organisation and explain how the strategy relates to the overall business context of

the organisation.

Learning Outcomes of the Digital Marketing Management ModuleOn completion of this module, you will be able to:

• Demonstrate a critical understanding of the importance of campaign management and

the use of statistical tools in campaign monitoring

• Demonstrate extensive knowledge of the role of analytics, tracking methodologies and

tools in Digital campaign monitoring

• Clearly explain how each channel of the Digital Marketing mix can be monitored, tracked

and analysed for improvement

• Monitor, track and analyse a current Digital campaign

• Implement improvements to a Digital campaign based on recommendations derived from

monitoring and analytics

How is the programme delivered?The Postgraduate Diploma in Digital Marketing is available to study in four different formats – full time, part time, online or on site. Please visit www.digitalmarketinginstitute.com for further information on course structure and start dates in your nearest classroom location.

OnlineTake the Postgraduate Diploma inDigital Marketing at your own pace by viewing your lectures through our virtual learning environment.

This option is ideal for working professionals or those based a considerable distance from their nearest classroom location.

On Site We can bring individual modules from the Postgraduate Diploma in Digital Marketing to your business and tailor it specifically to the skills and prior experience of your staff. You choose the time – whether during the day, evenings, weekends, online, or a combination of all four.

As with the other options, our on site courses are delivered by industry experts.

Full TimeThe Full Time Postgraduate Diploma in Digital Marketing covers the programme syllabus in three months of intensive classroom learning, followed by a three month internship.

Please note that it is the responsibility of the student to secure an internship placement, and the terms of your internship will be at the discretion of your employer.

Part TimeThe Postgraduate Diploma in Digital Marketing is also available to study part time, allowing working professionals to fit the course around their schedule.

Programme timetables vary depending on location – please see our website for start dates and class times in your nearest classroom location.

Alan Coleman,

Search Engine Marketing Lecturer

Programme assessmentThe Postgraduate programme includes the completion of two Digital Marketing assignments, a Digital Marketing Research paper and a Digital Marketing Strategy. These assignments are designed to offer students the opportunity to produce meaningful and grounded Digital Marketing projects focused on their own career or business aspirations.

CertificationThe Digital Marketing Institute is the global certification body for Digital Marketing education. Our syllabus defines the framework of knowledge, skill and competency required to meet the current and future demands of the Digital economy, and our practical, industry-driven qualifications are recognised as the international standard in Digital Marketing certification.

The Postgraduate Diploma in Digital Marketing is also approved and credit rated by the Scottish Qualifications Authority at Level 11 on the Scottish Credit and Qualifications Framework (SCQF), and is comparable to Level 7 on the European Qualifications Framework.

In Ireland, this is aligned with the Irish National Framework of Qualifications (NFQ) at Level 9.

Admission requirements

To apply for the Postgraduate Diploma in Digital Marketing you must meet the

minimum admissions requirements:

• You must hold a recognised third level honours degree (minimum of a lower second

class honours) along with at least two years’ work experience,

OR

• You must have significant and suitable work experience in a marketing

(or associated) role.

• Non-native English speakers must hold an IELTS (level 6.0 or higher).

Any students who wish to pursue the Masters qualification on completion of the

Postgraduate Diploma will also be required to submit a thesis proposal prior to the

commencement of their second year of study.

Career services

The Digital Marketing Institute has cultivated relationships with all of the main

players in the online marketing industry. Therefore, if you are looking to either start

or accelerate your career, our Career Services Officer can help you find your next job.

To date, we have helped to place graduates at all levels within leading companies.

Joanne Casey,

Analytics Lecturer

Digital MarketingInstitute Career RoadmapThe Digital Marketing Institute provides a Career and Qualifications Roadmap through which students can progress, gaining a greater depth of skills as you advance through the courses.

The roadmap below displays the progression of qualifications, allowing you to identify your position within the Digital Marketing career path.

Digital Marketing Institute Career Roadmap

ProfessionalShortCourses

ProfessionalDiploma

PostgraduateDiploma Masters

• Available in modules including search, Social, Mobile, Display and Email Marketing

• Digital Marketing• Search Marketing• Social Media Marketing• Mobile Marketing

• Digital Marketing• Search Marketing• Social Media Marketing• Mobile Marketing

• Digital Marketing • Digital Marketing

Digital Marketing Beginner

Digital Marketing Professional

Digital Marketing Assistant

Digital MarketingManager

Digital Marketing Director

Subject Matter ExpertsThe course will introduce you to the most important and transformative aspects of Digital Marketing, delivered by the industry’s leading practitioners. All of your lecturers are professionals in the Digital Marketing sector, running and delivering online marketing campaigns on a daily basis. They are selected from our panel of industry experts, and your classes will be based on their experiences, real life examples and case studies.

John Healy,

Strategy & Planning Lecturer

“The course made the whole

Digital realm seem less complicated

and actually very easy to navigate

given the right tools.”

Conor O’Sullivan

Global PartnersDigital Marketing Institute programmes are also available to study through our network of Global Partners. Exclusively selected and trained by the Digital Marketing Institute, our Global Partners are licensed to deliver our educational programmes in locations across Europe, Asia, Africa and Latin America.

For details of your nearest classroom location, please visit www.digitalmarketinginstitute.com

Our locationsOur programmes are available to study directly with the Digital Marketing Institute in Ireland and the UK, and through our global partners internationally. Our offices are located in Dublin and London.

DublinThe Digital Marketing Institute’s Head Office is located in Dublin, Ireland. Home to the European Headquarters for Google, Facebook, Intel, Microsoft and more, the innovations taking place in Dublin influence Digital Marketing trends and best practices across the world.

LondonOur UK office is located near London’s Silicon Roundabout, where thriving start-ups have established themselves alongside some of the biggest Digital businesses in the world.

Our Subject Matter Experts are from some of the leading Digital companies in Ireland and the UK. Their expert knowledge and industry experience determine the syllabus content of the programmes you study.

Syllabus Advisory CouncilThe course syllabus is developed in conjunction with the Digital Marketing Institute’s Syllabus Advisory Council.

The Digital Marketing Institute is closely aligned with and supported by some of the global leaders in IT, Media, Finance and Communications, as well as many of the top Digital agencies around the world. Our programme content is formed with the input of this Industry Advisory Council so as to ensure our graduates are qualified in the latest and most in-demand skills.

Emer Lawn,

Social Media Lecturer

Past studentsPast students of Digital Marketing Institute courses have worked with some of the world’s leading brands and companies:

[email protected]

Ire: +353 1 531 1200 UK: +44 20 3411 2035

www.DigitalMarketingInstitute.com