1 Professional Diploma in Mobile Marketing
2 Contents Professional Diploma in Mobile Marketing 1. Welcome 2. Course overview 3. Course content 4. Supporting your online learning journey 5. Certification 6. Course assessment 7. Digital Marketing Institute Career Roadmap 8. Industry expert lecturers 9. Syllabus Advisory Council 10. Past students
3 Introduction Mobile marketing is evolving rapidly... and has become an integral part of the digital marketing strategy for many companies. Digital Marketing Institute programmes deliver the framework and tools needed to meet the challenges of our economy today - and tomorrow. Learn how to create and implement mobile strategies to help transform your career and company with some of the industry s leading mobile marketing experts.
4 Welcome The Digital Marketing Institute is the world s leading professional institute in the field of Digital Marketing. Working closely with expertpractitioners, the Institute promotes best current practice, theory and applied skills in Digital Marketing for individuals and organisations. Meet and exceed your mobile marketing goals through application of the latest methods, techniques and tools which will help improve your organisation s mobile marketing and brand building efforts.
5 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 your career in digital. Each of your lecturers works in the Mobile Marketing sector, delivering successful and dynamic Mobile Marketing campaigns for their clients and businesses, day in, day out. The Professional Diploma in Mobile Marketing provides students with real-world case studies, current trends and best practices, offering the type of education that employers are looking for in the booming digital marketplace. I look forward to welcoming you to the next phase of your career. Best Wishes Ian Dodson Co-Founder & Director Ian Dodson, Co-Founder & Director
6 Course overview Who is this course for? The Professional Diploma in Mobile Marketing is suitable for individuals who are responsible for the planning, execution or measurement of mobile marketing campaigns - mobile marketing specialists, mobile advertising executives, or anyone who would like to pursue a career or enhance their marketing knowledge base in this area. The course is suitable for participants with any level of skill or experience and will prepare them to engage specifically with mobile marketing within the overall digital marketing domain. What can you expect? Through dynamic lectures, case studies and practical exercises, participants will learn the latest methods, techniques and tools for improving their organisation s mobile marketing and brand building efforts. What will you learn? The Digital Marketing Institute s panel of Subject Matter Experts has specifically structured the syllabus to focus on current trends and best practices in Mobile Marketing. As well as producing innovative and creative Mobile strategies, participants will also learn how to leverage these strategies to gain competitive advantage for both their business and their career.
7 Course content The Professional Diploma in Mobile Marketing focuses on the planning, implementation and measurement of your Mobile Marketing Strategy. There are ten modules in the course: Module 1: Module 2: Module 3: Module 4: Module 5: Module 6: Module 7: Module 8: Module 9: Module 10: Introduction to Mobile Marketing Mobile Messaging Mobile Sites Mobile Apps Mobile Advertising Mobile Video Mobile Games Marketing Mobile Commerce Cross Channel Strategy & Planning
8 TOPIC INFOGRAPHICS Module 1: Introduction to Mobile Marketing Marketing Basics Digital Marketing Uncovered Digital Marketing Strategy Web Analytics (Google ) Search Engine Optimisation Marketing Pay Per Click Marketing (AdWords) Social Media Marketing The Introduction to Mobile Marketing module enables course participants to appreciate the unique power and connectivity associated with mobile marketing, and the compelling opportunity to engage and transact with their target audience in a relevant and Facebook Marketing LinkedIn for Business Video Marketing Word-of-Mouth & Viral Marketing Affiliate Marketing meaningful way, based on the context, the device they have, where they are located, their Plan, Monitor & Manage Social Campaigns unique needs created by mobility and how they are socially engaged on the move. Digital Display Mobile Marketing Location Based Marketing Online PR & Brand Reputation Website Design & Usability Wordpress ecommerce Module 2: Mobile Messaging Twitter for Business Google+ Marketing Pinterest Marketing Writing for the Web Future Trends The Mobile Messaging module helps participants learn about the significant marketing opportunities afforded by mobile. The module teaches students about short message service (SMS) technology, and to appreciate how push messaging functions as part of an active mobile marketing engagement. Participants will learn about short codes and keywords, and be given an understanding of how a mobile marketing campaign is developed, operated and optimised. The course was well structured and the lecturers were approachable and extremely well informed. Well worth the investment. Robert Giles
9 3 Module 3: Mobile Sites The Mobile Sites module helps participants learn about the different options, tools, technologies, and the opportunities afforded by websites that are deployed through mobile. Participants will learn about mobile optimised websites, and appreciate what these websites are trying to achieve for the consumer. They will recognise features, as well as advantages and limitations of mobile optimised websites in terms of: device optimisation TOPIC INFOGRAPHICS with regard to screen size, legibility, scrolling, zooming, navigation, and interface features. Participants will carry out a range of exercises to reinforce their learning and skills. Marketing Basics Digital Marketing Uncovered Digital Marketing Strategy Web Analytics (Google ) Search Engine Optimisation Marketing Pay Per Click Marketing (AdWords) Module 4: Mobile Apps Social Media Marketing Plan, Monitor & Manage Social Campaigns Facebook Marketing LinkedIn for Business Video Marketing Word-of-Mouth & Viral Marketing Affiliate Marketing On the Mobile Apps module participants will learn about all key aspects of mobile app technology: what they are, when they use them, how apps are developed, as well as learning about important current market trends. Digital Display Mobile Marketing Location Based Marketing Online PR & Brand Reputation Website Design & Usability Wordpress ecommerce Participants will recognise that app development is predicated on a specific utility need or requirement and that the best apps offer a precise value to the consumer. Participants will be able to distinguish between native apps, web apps, and hybrid apps. Twitter for Business Google+ Marketing Pinterest Marketing Writing for the Web Future Trends They will recognise the features and benefits of native app development (Android, ios, Windows Mobile), web apps, which are based around internet technology, and hybrid apps, which are based on a combination of both.
10 Module 5: Mobile Advertising isation Marketing Pay Per Click Marketing (AdWords) The Mobile Advertising module centres upon the idea of mobile advertising as a one-onone marketing exchange with the consumer, offering unique opportunities and advantages for marketers. Word-of-Mouth & Viral Marketing Affiliate Marketing RAPHICS ility Wordpress ecommerce Participants will learn about the different advertising channels that are available to advertisers including: SMS advertising, mobile website advertising, in-app advertising, in-game advertising, and mobile search advertising, as well as a range of different mobile coupon advertising channels. Participants will recognise a range of different mobile advertising layouts and appreciate how different formats are used for smartphones and tablets. ategy Web Analytics (Google ) Search Engine Optimisation Marketing Pay Per Click Marketing (AdWords) Module 6: Mobile Video g LinkedIn for Business Video Marketing Word-of-Mouth & Viral Marketing Affiliate Marketing The Mobile Video module helps participants learn about the mobile video ecosystem, and how this provides a basis for delivering mobile marketing messages to consumers around the world. ing Online PR & Brand Reputation Website Design & Usability Wordpress ecommerce Participants learn about Content Delivery Networks (CDN), and understand how these networks allow video campaigns and marketing messages to be delivered to smartphones and tablets using a range of formats. Writing for the Web Future Trends Participants will learn about current trends in mobile video and be aware of mobile video consumption statistics. Having the Professional Diploma on my resumé has resulted in a myriad of calls and s from recruiters, so it was certainly worth the investment. Justin Miller
11 S Module 7: Mobile Games Marketing le ) Search Engine Optimisation Marketing Pay Per Click Marketing (AdWords) The Mobile Games Marketing module considers how mobile gaming offers significant opportunities for targeted marketing to specific audience groups. ss Video Marketing Word-of-Mouth & Viral Marketing Affiliate Marketing tation Website Design & Usability Wordpress ecommerce Participants are provided with statistical evidence on mobile games consumption, and will be taught to recognise how marketing through the medium of games offers significant advantages. Participants will be able to conduct audience analysis of different types of TOPIC INFOGRAPHICS mobile gamers, and segment different gamer personas. Participants will learn about the technology behind mobile games and recognise wellknown publishers and developers. Future Trends Marketing Basics Digital Marketing Uncovered Digital Marketing Strategy Web Analytics (Google ) Search Engine Optimisation Marketing Pay Per Click Marketing (AdWords) Module 8: Mobile Commerce Social Media Marketing Plan, Monitor & Manage Social Campaigns Facebook Marketing LinkedIn for Business Video Marketing Word-of-Mouth & Viral Marketing Affiliate Marketing The Mobile Commerce module helps students learn about the networks, systems and consumer behaviours that make up the mcommerce ecosystem. Digital Display Mobile Marketing Location Based Marketing Online PR & Brand Reputation Website Design & Usability Wordpress ecommerce In the module, participants are provided with updates and insights on global mcommerce statistics and trends. Participants will learn about the main market players, both portals and system providers, and learn how mcommerce operates in terms of mcommerce websites, mwallets, mpayments, mcoupons, and mvouchers. Twitter for Business Google+ Marketing Pinterest Marketing Writing for the Web Future Trends Participants will be able to access different analytics and measurement tools and conduct standard reporting in order to enhance and improve their mcommerce strategy.
12 Social Media Marketing Plan, Monitor & Manage Social Campaigns Facebook Marketing LinkedIn for Business Video Marketing Word-of-Mouth & Viral Marketing Affiliate Marketing Module 9: Cross-Channel Digital Display Mobile Marketing Location Based Marketing Online PR & Brand Reputation Website Design & Usability Wordpress ecommerce The Cross-Channel module is concerned with how the narrative and customer story for conveying brand, product and service marketing messages will be built across multiple digital marketing channels through different digital devices, and based on various mobile marketing platforms. Twitter for Business Google+ Marketing Pinterest Marketing Writing for the Web Future Trends In the module, participants learn how to plan the customer journey, from the search and inquiry stage, through to product selection and purchase. INFOGRAPHICS Participants will be able to set and manage budgets for their mobile marketing campaigns and analyse the effectiveness. Module 10: Strategy and Planning overed Digital Marketing Strategy Web Analytics (Google ) Search Engine Optimisation Marketing Pay Per Click Marketing (AdWords) The Strategy and Planning module brings together all the strands of the Professional Diploma in Mobile Marketing, teaching participants to create a structured and wellconsidered, coherent Mobile Marketing plan. age Facebook Marketing LinkedIn for Business Video Marketing Word-of-Mouth & Viral Marketing Affiliate Marketing The Strategy and Planning module provides participants with the skills to create a formal Mobile Marketing plan for their organisation that will allow participants to implement a successful and effective mobile marketing strategy. Location Based Marketing Online PR & Brand Reputation Website Design & Usability Wordpress ecommerce Pinterest Marketing Writing for the Web Future Trends
13 Supporting your online learning journey... The Professional Diploma in Mobile Marketing is delivered via our virtual learning environment, called the Class Network. Here s how we support you throughout your online learning journey: You will receive a log-in to your Class Network, where you can view your video lectures and download your accompanying slide presentations. Access additional in-depth resources to help you with your studies, including practical exercises and recommended readings. Lectures are recorded in HD and you can pause/rewind the videos and watch them as often as you like during the course. Your Programme Manager is there to support you during the course and and assist with any queries you may have. We encourage all students to get involved in discussion forums, where you can interact with fellow students and a mobile marketing tutor. The Class Network also contains information on certification and the exam which must be taken to achieve it. Your Class Network can be accessed at any time during the course of your studies.
14 Certification The Digital Marketing Institute is the global certification standard for digital marketing. We create the world s most widely taught, globally-recognised and industry-accredited digital marketing syllabuses. The course is the only one of its kind designed and taught by industry experts and validated by the world s leading and most influential brands.
15 Assessment Certification for the Professional Diploma in Mobile Marketing is achieved by the successful completion of a computer based examination. The exam is designed to measure individuals knowledge and mobile marketing proficiency following their completion of the programme. The 3 hour exam consists of a range of question formats including multiple choice and hot spot questions. There are no text based/written answers. DMI partners with the Pearson Vue global network of test centres to deliver our exams in a quality examination environment. Pearson Vue have over 5,200 test centres in 180 countries making the DMI exams internationally accessible. This is the most important and in demand skill set in today s economy, and the information you are receiving is from the best people in the industry. It will definitely help you get ahead in your career and your business. Colm McKeown
16 Qualifications Roadmap The Digital Marketing Institute provides a 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 education path.
17 Global Partners Digital Marketing Institute courses 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 courses in locations across Europe, Asia, Africa, Australia and Latin America.
18 Industry Expert Lecturers The course will introduce you to the most important and transformative aspects of mobile marketing, delivered by the industry s leading practitioners. All of your lecturers are specialist professionals in the mobile marketing sector, running and delivering online marketing campaigns, using the latest tools and techniques on a daily basis. They help to create and validate our modules as well as teach them, so your lectures will be based on our formalised syllabus of learning overlayed with their real life experiences, examples and case studies. The course made the whole digital realm seem less complicated and actually very easy to navigate given the right tools. Conor O Sullivan
19 Syllabus Advisory Council The Syllabus Advisory Council, representing the world s largest and most influential digital brands, validates all Digital Marketing Institute syllabus content. By providing expert review and recommendations on a regular basis, the Council ensures that graduates of the Digital Marketing Institute have learned the most up-to-date digital skills, core competencies and knowledge needed to thrive in their digital careers. The Syllabus Advisory Council works with the DMI to define the skills agenda and address the global digital skills shortage. Once defined, the Council ensures that the DMI syllabus content is refined to meet the digital economy s most in-demand digital needs and skillsets.
20 Past students Past students of Digital Marketing Institute courses have worked with some of the world s leading brands and companies: