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Anthony Quigley
Managing Director @AnthonyQuigley
@dmigroup
http://ie.linkedin.com/in/anthonyquigley
Agenda
• Digital Marketing Institute • Digital Marketing Context • Institute Programmes and Syllabus • Digital Marketing Programmes • Postgraduate Diploma / Masters • Structure, Aims, Application, Support • Q&A
What we do !
We are addressing the global shortage of digital skills by providing digital marketing education. We deliver industry designed practitioner led, accredited education programmes in the classroom, online and through licensed partners.
DIGITAL MARKETING
New Industry
New Careers
Knowledge & Skills
Training & Certification
New Industry
New Careers
Knowledge & Skills
Training & Certification
New Industry
New Careers
Knowledge & Skills
Training & Certification
New Industry
New Careers
Knowledge & Skills
Training & Certification
New Industry
New Careers
Knowledge & Skills
Training & Certification
Digital Marketing Manager
SEO Specialist
Traffic & Analytics Manager
Digital Display Coordinator
Social Media Manager
Mobile Marketing Director
PPC Specialist
New Industry
New Careers
Knowledge & Skills
Training & Certification
“Seventy percent of senior marketing executives say digital capability building is their companies’ top priority”. Gartner September 2011
New Industry
New Careers
Knowledge & Skills
Training & Certification
Respondents cited “Insufficient skills to manage internally” as their biggest barrier to engaging in Digital Marketing Pew Research October 2011
New Industry
New Careers
Knowledge & Skills
Training & Certification
“We are in the midst of a chronic Internet Marketing Skills Shortage” Internet Advertising Bureau European Review 2011
New Industry
New Careers
Knowledge & Skills
Training & Certification
Career & Qualification Roadmap
Career & Qualification Roadmap The Digital Marketing Institute provides a career and qualification roadmap through which students can progress, gaining stronger levels of skills as they move through the courses.
Syllabus Development & Validation
Programme Design Q Validus
Subject Matter Expert Validation
Industry Advisory Council
Professional practitioners from 100+ digital agencies in Europe & USA, responsible for delivering online marketing campaigns for some of the worlds leading brands.
Syllabus validated by Digital Marketing Practitioners
WE
ARE
INDUSTRY
Certified by the Scottish Qualifications Authority under the European Qualifications Framework. Recognisable, transferable, international qualifications.
Accreditation
Postgraduate Diploma in Digital Marketing
Masters in Digital Marketing
Programme Structure (PG)
POSTGRADUATE DIPLOMA IN DIGITAL MARKETING
Duration: 1 Year Schedule: Part-Time or Online Evenings: Tuesday & Thursday Semesters: 2, each 12 weeks Workshops: 2 per semester Starting: October 2nd 2012 Fees: €3,970
Streams
Digital Consumer Behaviour
Digital Marketing Channels
Digital Marketing Strategy
Digital Marketing Management
Assignments x 2 (Approx 5,000 words each)
Note: Postgraduate Diploma = Year 1 of Masters in Digital Marketing
Fundamentals & Buyer Behavior Channels Strategy Management
The Digital Medium
Consumer Behavior
Digital vs Traditional
Buyer Psychology
Competitive Analysis
Online Research Blueprint
Planning Options
Outsource vs Insouce
Understanding the Customer
SEO
PPC
Social Media
Affiliate
Mobile
Display
PR
Viral
Analytics
Video
Planning
Estimation
eBusiness
Challenges
Opportunities
Risk Management
Reputation Mangm’t
Segmentation
Implementation
Integration
Measurement
Tracking & Analysis
Control
Evaluation
Iteration
Brand Management
Empowered Consumer as King
Programme Structure (PG)
Programme Structure (Masters)
MASTERS IN DIGITAL MARKETING
After completing Postgraduate Diploma ……
Duration: 1 Year Schedule: Part-Time or Online Evenings: Wednesday (First Semester Only) Semester 1: Wednesday evenings Semester 2: Workshops, Lectures, Advisor Sessions Starting: October 3rd 2012 Fees: €4,800 per annum
Schedule of Digital Marketing Seminars & Workshops
Topics include, Brand Strategy, Buyer Behavior, Global vs Local SEO Strategies, Convergence, Marketing Integration, Analysis & Management, Mobile Marketing, Data Driven Analysis. Included Live Projects / Company Visits
Output: Research Thesis (15,000 Words), with assistance from your mentor/advisor
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Programme Aims
• Develop an advanced knowledge of the concepts and theories that underpin digital marketing, and their relationship to conventional marketing
• Develop a deep understanding of the factors that drive consumer behaviour in the digital economy
• Develop advanced skills in the practices that relate to digital and data-driven marketing, including critical analysis and evaluation
• Plan and manage digital marketing strategies for your organisation and target audiences, taking full account of budgetary and other constraints
• Research and build deep expertise in a specific area of digital marketing through the completion of a supervised Research Thesis
Application Process
To apply for either Postgraduate or Masters in Digital Marketing you must meet the minimum admissions requirements:
Qualifying degree in any subject (minimum of a lower second class honours degree) from a recognised Irish or Overseas institution, or
Equivalent industry experience
Access to this qualification is at the discretion of the Digital Marketing Institute. However, applicants would normally be expected to have established levels of competence and knowledge through the workplace or as indicated by possession of a Second Honours degree (or better).
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Application
To apply for the Masters in Digital Marketing you must meet the minimum admissions requirements:
Qualifying degree in any subject (minimum of a lower second class honours degree) from a recognised Irish or Overseas institution, or
Equivalent industry experience
Access to this qualification is at the discretion of the Digital Marketing Institute. However, applicants would normally be expected to have established levels of competence and knowledge through the workplace or as indicated by possession of a Second Honours degree (or better).
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Application Process
Support
• Membership Programme
• Industry Events & Conferences
• Webinars
• Workshops
• Refresher Courses
• Networking
• Peer Group
We are addressing the global shortage of digital skills by providing digital marketing education. We deliver industry designed practitioner led, accredited education programmes in the classroom, online and through licensed partners.