Anytime - Anywhere ARE YOU THE NEXT MARKETING ADVISER. Digital Marketing Program

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1 Anytime - Anywhere ARE YOU THE NEXT MARKETING ADVISER Digital Marketing Program

2 Introduction Welcome to Scandlearn s Digital marketing program Start: 6 July 2015 End: 29 June 2016 Digital Marketing as a discipline is rapidly developing, and is gaining interest by its utilizers and consumers alike; as a result it is increasingly being incorporated into business strategies, alongside and even replacing traditional methods. Scandlearn s digital marketing diploma teaches the essential knowledge and skills needed to create and implement effective digital marketing strategies for any business. Our course will discuss the emerging trends, provide the necessary digital tools and teach the relevant methods to strengthen your understanding of marketing strategy making in an increasingly digital world. Our program is suitable for people working within the wider marketing and corporate communications realm at all levels and those who are thinking of embarking on a career in digital marketing. Teaching & assessment methods We strive to offer a realistic experience, and we bring a combination of theory, case study analyses, practical sessions and teamwork to the table. Our mixed teaching methods will enable you to advise on and action a company s digital marketing plan. The teaching is assessed through a mix of group work, field work and examinations. Program outcome Using real life examples we will teach you the methods of how to research, plan and implement a full digital marketing strategy and how to communicate it through the business. You will also learn how to analyze and evaluate the strategy and the actions required to get the most successful results. The program consists of 10 modules. Upon successful completion a Diploma in Digital Marketing will be awarded. Course Requirements The College Board Advanced Placement Exams or equivalent Scandlearn s Business & Marketing course or an equivalent foundation course obtained elsewhere Cost The Digital Marketing Diploma is priced at 9,500 - including all teaching materials. Enroll & contact To enroll and for further information, please send an to: and quote reference Emelie Lindqvist.

3 General The courses are exclusively classroom based to enhance the quality of teaching and to enable group work. The modules will run for 12 months from 6 July June 2016 as a part-time course, including lecturing, tutorials and home study each week. Each module will be assessed through a mix of course work, formal examinations and a final project. Assessments will be graded with Distinction (70% upwards), Pass (40-69%) and Fail (up to 39%) and its corresponding percentage. Upon successful completion a diploma will be awarded in 29 June 2016 during a small graduation ceremony. The Digital Marketing course will start on 29 June 2016, but we will hold an introduction week last week of June to familiarize our students with our teaching methods and course materials.

4 Course Topics Module 1: Introduction to digital marketing The power of digital marketing to be used as a core driver of a company s overall marketing strategy. Module 2: Search engine optimization (SEO) Understanding SEO and how to use it to improve a company s website ranking Module 3: Pay-per-click marketing (PPC) Learn how to develop, implement and manage search engine advertising campaigns. Module 4: marketing Understand how to effectively plan, implement and measure successful marketing campaigns. Module 5: Digital display advertising Learn how to develop, plan, implement and manage effective digital display advertising campaigns Module 6: The power of social media (part 1) Understand how to engage customers across a wide range of social media platforms in a socially connected world. Module 7: The power of social media (part 2) Further develop the understanding of how to implement the full range of advertising and social features to enhance and sustain relationships with customers. Module 8: Mobile marketing Understand how to capitalize on the power of mobile and smart-phone devices as a means to connect to increasingly mobile customers. Module 9: Optimization Understand how to monitor and optimize digital marketing campaigns and the importance of ROI. Module 10: Strategy and planning Learn how to structure, create and implement a successful digital marketing plan

5 Module 1: Introduction to Digital An introduction to digital marketing and a comparison to traditional marketing methods will start off the program. More specifically this module will look at the importance of digital marketing within a company s business strategy in today s increasingly digital environment. Definitions & key concepts Characteristics Tools & frameworks Traditional vs. digital Utilization Advantages & future Module 2: Search Engine Marketing This module discusses key concepts in SEO and usage in strategy building, as well as improving a company s website ranking via search engines. The module will take a look behind the scenes and discuss how customers find, view and rate websites. Key concepts of SEO SEO process SEO search positioning & results On-page optimization techniques Keyword research & selection Customer insights Meta tags Online ranking

6 Module 3: Search Engine Marketing (PPC) Learn how to develop, implement, target and manage search engine advertising campaigns to improve click through rates. The fundamentals of search engine marketing will be discussed and how PPC works, including AdWords campaigns, by means of keyword selection. The module will also aim to develop skills to create well written and catchy advertisements. Key PPC concepts Power of PPC Advertisement copy Research tools Technical skills Campaign management Cost per action Budget management Module 4: marketing Understand what works and what does not work in terms of marketing, to go on to plan, target, implement and measure successful marketing campaigns. The module teaches the fundamentals of marketing, including subscriber management, design, delivery and results reporting. Key concepts & terminology What works & what does not Campaign management Segmentation Users Develop & manage the subscriber database Third party Split testing Targeted content & design Click through Measurement Unsubscribe requests & delivery failures

7 Module 5: Digital display advertising Learn how to develop, plan, create, target and manage effective digital display advertising campaigns. The module will discuss helpful campaign aides for the best possible results, and how to objectively analyze a campaign. Furthermore, the varying advertisement display formats available will be looked at, along with its selection process and formatting for a specific target audience. Key concepts & terminology Challenges & benefits Effective advertising & frequency Campaign planning process Creative format choice Proximity marketing Understand pricing metrics (commercially) Budgets Campaign tracking ROI Module 6: The power of social media (section 1) Understand how to engage customers across a wide range of social media platforms in a socially connected world. Section 1 of the module will teach how to choose the right social media platform for each campaign, as well as learn about the varying communication styles per platform and target audience. Key concepts & platforms Advantages & prioritizing Social media trends & dynamics Social media engagement Set-up accounts across the social media spectrum, including video media Business pages Creating connections Social media privacy settings How to spot new platforms

8 Module 7: The power of social media (section 2) Section 2 of the social media module aims to further develop the understanding of creating social media campaigns, including specific application and challenges. The module will specifically examine the strength of social advertising and advanced features of social media, including events, groups and offers, as well as add-ons. Furthermore, analyzing the success of social media campaigns will be looked at and staying within budget. Topics covered in the Digital Display Advertising Module include: Customer voice Social challenges Landing pages Apps Add-ons Third party applications Social media analytics tools Budgets Module 8: Mobile marketing Understand how to capitalize on the power of mobile and smart-phone devices as a means to connect to the mobile customer. The module will teach mobile media trends and opportunities to be able to communicate to target markets. More specifically different technologies within mobile media will be explored, as well as the link between mobile media and social media and how they can be integrated. Key concepts & terminology Opportunities & challenges Mobile devices Mobile technologies Mobile advertising Further mobile options & features Apps Link to marketing & social media Strategy: implementation & review

9 Module 9: Digital analytics Learn how to monitor and measure the success of digital marketing strategies and tactics via analytics to optimize digital campaigns. Digital analytics includes a range of specialist tools to monitor online activity and it enables the implementation of an online tracking system to build a picture of customer demographics. Key concepts & terminology Analytics for websites, set-up & usage Permissions Online experience User engagement Activity tracking KPI link to analytics Technical strength of websites Customized reports Real time reporting Google analytics for advertising ROI Module 10: Strategy and planning Strategy and planning brings together the knowledge of all the preceding modules of the Digital Marketing course. This module will teach how to create a strong digital marketing strategy and understand how to implement and measure it. Through a specific methodology and digital marketing tools, a digital marketing strategy can be applied to a real business of choice. The module will incorporate each element from planning and structuring, to tactics and setting budgets, to projections and evaluation; to ultimately optimize measurable success. Understanding strategy Planning a strategy & objectives Strategy tactics Strategy methodology Importance of structure Information gathering & tools Target audience Setting budgets Evaluation Improvement Laws, data protection, privacy and guidelines

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