Digital Marketing & Social Media - London

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1 Digital Marketing & Social Media - London This programme, delivered in the heart of London, aims to fast track your digital marketing career in will gain skills, technical expertise, and insights into the environment and tools of digital marketing through cutting- edge, practically minded courses delivered by successful practitioners and accomplished lecturers. This learning experience will open doors to a wide variety of careers in the digital marketing field, giving students a firm grounding in the marketing principles and online strategies needed to attract customers in the internet age. U1 - UK Culture and Background Hours Introduction to Great Britain 27 Analysis of Best British Ads 15 Geopolitics & News Review 15 Trendspotting 15 U2 - Technical Courses Digital Planning 15 Media Planning 15 Alternative Media Field Project 15 Strategies for Digital Branding 15 Thinking Differently 15 U3 - Professional Cases Competition 80 One- Day Pitch Workshop 12 Workshops 48 U4 - DIGITAL MARKETING & SOCIAL MEDIA Mobile Marketing 15 Digital Media Landscape 15 Social Local Mobile Media 15 Measuring & Optimising DM Performance 15 Digital Marketing 15 Total Web Optimization 15 Apps Economy 15

2 Introduction to Great Britain This course is comprised of three strands, each delivered by a specialist in the field. The first concerns Great Britain over the last century as seen throu mediascape, providing the students with insight and literacy of a wide array of British media outlets. Analysis of British Ads The UK occupies a unique space in advertising culture, with a reach and reputation that goes way taking a trip through time. The origins of professional advertising in the UK will be explored, as will subsequent eras and their parallels with the USA. Numerous agency case studies will be presented and discussed to illustrate. Students will be asked to produce a case study of a British brand which has been advertised heavily over a number of decades. They will be expected to chart the development of the advertising strategy, media choices and creative approaches made by the brand and its agencies over time and Geopolitics & News Review Using select U.K. journals and insight from an experienced politician and Lobbying & Public Affairs expert, this 15- hour course will focus on an understanding of how successful brand building is connected to a culturally specific array of political, economic, and social values. The scope of this course will range from an historical overview within which to comprehend the geopolitical discourse and its implications for the future to the current events of today. This course will focus mainly, but not exclusively, on UK and EU affairs. This course aims to help students be able to negotiate relations between various cultures and function effectively in a global marketplace, and understand how corporate character and responsibility are intertwined with changes in local economy, politics and culture. Trendspotting This course begins with an i s design and trendspotting work. Students will discover the complex universe of consumer trends and to appreciate their role in branding strategy. The class will address the transformation of individual node- based subcultures to a more modular collective demographic, utilising the emerging cyber technologies of design, brand awareness, and new emerging media to create the selectively brand loyal techno/advertising/media savvy consumers we are today. Students will also learn the valuable skills of tracking trends, i, setting up a reliable source network, and applying trends to strategy implementation. Digital Planning This course will provide students with valuable digital planning skills by covering the following topics: - an intro to social media and digital planning; - Social Media Channels and how to use them; - Content Curation via social media channels; - Content Creation for social sharing, reputation enhancement and brand building; - Using social media for Campaigns.

3 Media Planning The goal of this course is to introduce students to media planning and how to design as well as execute campaigns. They will receive both the necessary theoretical background knowledge as well as practical insights into the design, production and placement of advertising campaigns. There will be a special focus on the UK advertising industry and how it relates to and influences European advertising. Following a theoretical introduction as well as best (and worst) practice examples, the students will work creatively in small teams of three, acting as an advertising agency with one creative director, one account manager and one media planner. Following a first idea finding stage, an introduction into TV ratings is given in class, as well as an introduction into the use of demographics and VALS to assess target audiences. The students will then develop a media planning strategy, with special focus on placing their TV spot on UK TV channels. As a team, they will draw up a campaign for a product of their choice and plan the production of a TV spot as well as an accompanying cross- media campaign with subsequent placement of their campaign. They will pitch their campaign ideas to the forum (whereby the remaining students and the tutor act as the client) and discuss their ideas. The students will take away sound knowledge of the conception, production and delivery processes that go with creating an advertising campaign, learn how to work creatively as a team and to pitch to clients by acting out a brief and pitch scenario. Alternative Media Field Project The goal of this course is to give students the opportunity to develop a media project, which can be added to their portfolio/cv. This is a project that will be beneficial to students aspiring to a wide range of careers in the advertising industry. They will be free to develop a media project in any field they choose, either in groups or individually. Following a theoretical introduction into various types of media production, the students will work creatively individually or in small teams on their media field project. During the sessions in class students will receive further help and guidance on their projects, and we will also conduct a few field trips relating to their chosen projects/topics. The students will take away sound knowledge of media production and delivery processes, conduct independent research in a foreign country and produce a meaningful project that can help them land a job in the advertising world. Strategies For Digital Branding How does branding apply in the online world? Today the process of defining, conceptualising and implementing a brand is more complicated than 10 years ago. Digital branding has changed the branding landscape and customers are only one click from your business all the time. How will they find you? And how do you make sure they prefer your brand and not your competitors? Through a mixture of theory, case studies and group discussion, this course covers how to get your online brands right from the start whether you are a start- up or an established company moving your business offer online. We will focus on what is it that makes us connect with a brand online. What

4 techniques you can use to build your brand online. Another part of the course is current and future development in digital media. After this course you will understand how to create and empower an online brand, incorporating the following: - the challenges and opportunities of branding in the digital media age; - the most common digital branding techniques; - how human beings think when connecting with a brand online; - how you set up and manage an offline and online campaign to work together; - current and future trends in branding for digital media; - how to formulate a digital- friendly branding brief for a start- up company. Thinking Differently: Understanding Human Behavior & How It Affects Persuasive Communication This course looks at a variety of persona in terms of how they are used in advertising to describe archetypes and the role they play as campaigns planning. Students will explore the following: - human needs, persuasion and influencing techniques; - archetypes and the use of archetypes in brand positioning and advertising campaigns; - influence, persuasion and social norms and its effects on advertising; - the analysis and construction of persuasive archetypes using a number of creative techniques. By the end of this course students will be able to understand: - the specifics of casting the variety of persona deployed in advertising campaigns; - the efficacy of associating personalities with brands such as Betty Crocker, Mr. Whipple, Mr. Clean, etc. One- Day Pitch This course aims to challenge students to respond to an advertising brief in real- time without prior preparation and to hone skills in planning, creative disciplines, teamwork, and presentation skills. Students are given a written and oral brief at the start of the day and asked to work in teams to prepare a presentation over the hours that follow. T A focus is placed on pertinence, level of innovation, creativity, and the pitch itself. Mobile Marketing This course introduces mobile marketing and m- commerce; the newest form of digital marketing and explains why this marketing is seeing strong results quickly, and is at the helm of innovation. This course will demonstrate the strengths and limitations of this new technology, explain the terminology used in the industry, and analyse the overall benefits for businesses and consumers. Classes will include interactive case studies, discussions, short exercises, a review of key articles, podcasts and digital media, and presentations on topics related to the course. Digital Media Landscape digital media landscape is constantly evolving with new variables continuously appearing in this ever- expanding constellation of activities. This course aims to provide a solid, broad overview of the past, current and future digital landscapes. It will allow the participants to re- asses the validity of consolidated media theories, to analyse the impact of new trends, and to forecast new rules and Scenarios - with a strong emphasis on innovation.

5 Social Local Mobile Media SoLoMo is social, local and mobile - a battlefield where everything related to Social Media has to measure its effectiveness. The course will be a deep examination of Social Media theories, strategies and case studies, with particular attention to the connections between online activity, channels/devices, and physical manifestations/behaviours. This course is not simply about social and future social media ecosystem. Measuring & Optimising Dm Performance This course is designed to understand how to evaluate and optimise the wide plurality of data actions. It will be a mixture of theory, case studies and live projects. By the end of this course students will be able to: - plan, evaluate and measure digital marketing activity; - acquire, retain an multiply customers through digital channels; - distil and reapply knowledge through the observation of customers behaviours. Digital Marketing Digital marketing can be defined as the art and science of selling products or services over digital networks. This course will explore the principles and practice of digital marketing, its technical tools, strategies, benefits and limitations. Through a series of case studies and live assignments, this course will familiarise its participants to the constantly changing scenarios, challenges, and opportunities to inn digital marketing professionals, helping them gain the skills necessary to formulate and implement successful digital marketing strategies. Total Web Optimization This course will focus on an array of engagement strategies to drive traffic for websites. Special attention will be paid to using social media engagement strategies and blogging to bring traffic to the sites. Students will learn to capture and analyze website traffic from Google Analytics, as well as conducting surveys and split testing. Apps Economy This course will explore and analyze the revenue models within the app economy, led by app developers, content providers and commercial brands. It aims to explain how the app market functions and how the apps are developed. Students will map the diverse range of app categories and their diverse benefits to consumers, and thus develop a critical awareness of the role of the apps in delivering economic value. Students will go on to elaborate and pitch their own app proposals.

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