Executive Diploma in Digital Marketing

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1 Executive Diploma in Digital Marketing

2 Achieve More We encourage our students to challenge their thinking, to extend their boundaries, to strive for excellence. We create a positive environment where ambition is fostered and vision is applauded. It s about shooting for the stars, reaching for the skies. The world is full of opportunities for those who want to achieve more. About the European Institute of Management Practice The European Institute of Management Practice is a leading executive education academy. Our programmes are developed by renowned international practitioners and delivered in partnership with leading academic institutes around the world. We leverage leading edge technology to deliver our programmes through our powerful learning management system, tailoring the content specifically to the individual learning style of each and every student resulting in a rich and compelling experience and ensuring that each student reaches their maximum learning potential. We are based in Dublin, Ireland a global centre of technological excellence and the European headquarters of many world leading companies. The Highest Industry & Academic Standards Our programmes are built to the highest standards and are recognised globally by industry, corporations and employers. All our courses are delivered to the highest academic standards. A professional diploma from the European Institute of Management Practice is a prestigious award which can accelerate career development. Continue to develop your career Successful completion of a professional diploma programme entitles you to full Professional Membership of the Institute, giving you access to an international peer group of executive members throughout the world a professional and highly valuable contact network. Membership also allows you access to our continuous professional development programmes.

3 Study With Us A world class executive education experience when and where you want it. All our programmes are delivered to you through our state of the art learning platform which personalises the content to fit your individual and unique learning style. How it works You will be provided with unique access details to your online programme. All of our lectures are recorded to the highest film production standards in our professional recording studio. You can study the programmes at your own pace, when and where you want. Intelligent platform: As you continue to use our system, our intelligent platform will begin to understand your learning style and offer you additional personalised content to support your learning based on your profile and unique learning style. This allows you to go deeper and deeper into the subject area if you so wish. Work based project assignment: When you have successfully completed the programme of lectures, you will be asked to undertake a work related project assignment. Typically, this project allows you to apply your learning to an organisation or work based scenario of your choice. Using your new knowledge and skills in a real world environment will embed your learning and build on your professional portfolio. Why Choose Us Never miss a class - learn when and where you want Strong academic support through our academic board and international network of partner universities, colleges and institutions Enhance your career while working Wealth of supporting learning content Join an international peer network of executives Professional membership of the European Institute of Management Practice

4 Course Overview For any successful executive, understanding and mastering the power and impact of Digital Marketing and being able to drive revenues, increase customer satisfaction and build new markets through the execution of online strategies is an essential requirement for career development. This is particularly the case today when organisations are moving away from traditional marketing and sales business models and are increasingly moving these activities onto online platforms. By completing the EIMP Executive Diploma in Digital Marketing, you will be equipped to play a key role in developing and executing a digital marketing strategy for your organisation. You will learn the skills to lead, influence and participate in the online success of your organisation. Award Upon completion of the learning programme, delegates submit an in-depth work-related assignment to be assessed in line with the standards set by our Academic Council, after which they are awarded an Executive Diploma in Digital Marketing from the European Institute of Management Practice. Duration: Equivalent to guided learning hours

5 Who is it for? This programme is suitable for a wide range of business executives with the drive and ambition to play a leading role in developing and implementing digital strategy and innovation in their organisation. The programme is designed for people who work in the private or public sector, current and aspiring managers, and those who own their own company. The Executive Diploma in Digital Marketing programme is a great fit for you if: You are responsible for marketing in your organisation and wish to enhance your knowledge and skills in digital marketing. You want to use online strategies to build new revenues and markets for your company. You are planning a career move that will be enhanced by a qualification in digital skills. You are responsible for understanding how digital marketing can impact your organisation s bottom line and improve customer service, no matter if you are working with a global corporation or a small to medium enterprise (SME). You want a powerful qualification to enhance your career potential in this highly sought after area of business. What will you gain? This programme will allow you to manage digital marketing for your organisation and to make decisions about digital strategy with confidence. It will give you the foundation on which to grow your digital skills in this fast paced, exciting and demanding profession. A key output of this programme will be the development of a comprehensive digital marketing strategy for your organisation that will be effective and rewarding and can be implemented by you and your colleagues with confidence.

6 Module 1: An Introduction to Digital Marketing Our Introduction to Digital Marketing module enables you to understand how the power of Digital Marketing can impact the marketing strategy for your organisation. You will learn the main principles of Digital Marketing and be able to distinguish how it fundamentally changes the nature of the interaction between your organisation and your customers. This module will also introduce you to the main channels of digital marketing and how great businesses have utilised these online platforms to revolutionise their business. We will also discuss how Digital Marketing is constantly evolving and how you can keep up to date and remain ahead of the competition. Module 2: Search Engine Optimisation Search Engine Optimisation looks at strategies and tactics for enhancing your website s position and ranking for search engines. We cover the key concepts and terminology used within the field of SEO and equip you with the technical knowledge, skills and insight to create an effective Search strategy for your organisation. We will examine the specialist tools to help common search engines find, view and rate websites. We will focus on optimisation techniques and help you understand the process of effective keyword research and selection. We will look at the importance of content and about applying appropriate meta-tags to drive site optimisation. We discuss the concept of ranking and you will discover a range of effective off-page optimisation activities to improve your site ranking and positioning.

7 Module 3: Web Analytics Web Analytics enables a business to fully measure, monitor and optimise online marketing activities. We explore how to build an online reporting structure for your business and how to measure and monitor your online traffic. We explain the rationale of adopting a formal analytics programme and how to set up accounts, profiles and permissions to apply analytics tracking. We discuss data protection and privacy issues associated with website analytics. We show you how to optimize your analytics to better understand your customer and potential customers and we explore the power of data. We examine how to assess website performance and how to measure levels of user engagement and conversion by tracking their activities on your website. Module 4: User Interface & User Experience True user experience goes far beyond giving customers what they say they want, or providing checklist features. In order to achieve high-quality user experience, there must be a seamless merging of the services of multiple disciplines, including engineering, marketing, and design. In this module, we cover the factors that are key to understanding interaction design and how it can enable a compelling end user experience. We will look at how great web design incorporates interaction design, usability, accessibility and human-computer interaction.

8 Module 5: Social Media Part 1 & Part 2 This two-part module will ensure that you will be able to manage your organisation s presence on social networks with confidence. It will allow you to make decisions about the resources needed to engage in social marketing, where best to focus those resources and how to manage them. It will also give you the skills needed to develop your organisation s social media strategy. These modules explore the fundamentals of social media and give an overview of key social platforms for marketing. We examine case studies of successful social businesses and we consider how to develop a successful social media strategy. We explore how to understand a social media audience and the creation of a social media editorial plan. We look at writing for the social web and explore social media trends Once completed you will be armed with the knowledge and skills required to develop and implement a social media strategy that will generate leads, increase visibility and engage new and existing customers. Modules 6: ecommerce This module will ensure you gain a comprehensive understanding of buying and selling online allowing you to make key decisions about your organisation s strategy and implementation of ecommerce. We will arm you with the knowledge required to understand the impact of user experience, to develop and implement a content strategy to maximise on and off site conversions and to understand the role for ecommerce within your business model. We examine global trends in e Commerce along with an in depth anaylsis of best practice models. We explore user experience in e Commerce and discuss the dos and don ts of an effective implementation. We look at how to manage the challenges facing online retailers and the essentials of content creation for successful e Commerce. We discuss how to maximise conversion rates and give you a guide to driving traffic for ecommerce success.

9 Module 7: Marketing In this module on marketing you will learn the essentials of marketing: the psychology, the successes and the opportunities of this permission marketing medium. The module covers: Why you should be marketing by . Types of marketing and its place in the marketing mix. Building your subscriber base, collecting information, managing permissions and subscriber segmentation. marketing design, content and testing. An overview of the tools available to the marketing. Managing your publishing calendar for greatest impact and ROI. Upon completing this module you will be able to manage and implement an marketing strategy to complement and enhance your social media, content, and e Commerce strategies to ensure targeted and effective communications with new and returning customers. Module 8: Pay Per Click Marketing In this module you will learn the fundamentals of pay per click advertising from planning to optimisation via strategy, set-up, research, implementation, reporting and analysis. We also cover: Planning, Preparation and Strategy of your Online Advertising Campaign Setting up your first account, PPC campaign and your billing within Google Ad-words Ability to research keywords, advertising copy and landing pages Reporting on performance of your advertising Campaigns Optimisation of your campaigns The outcomes of this module include an online advertising strategy which you will be equipped to develop, implement and improve. You will also be equipped with the knowledge and tools to allow you to report on and optimise cost effective campaigns.

10 Module 9: Mobile Marketing This module will explore the opportunities available to your organisation in the burgeoning sector of mobile marketing. It will ensure an understanding of the role of mobile marketing in modern business, covering: How mobile marketing can help you and your business Mobile as a marketing channel The changing face of Mobile Mobile Websites Opportunities with Apps and Marketing your apps Mobile Advertising Building your business, measuring your success and optimising for mobile Module 10: Create a Digital Marketing Strategy This module provides you with a structured approach for bringing together all the knowledge and skills you have learned in the Executive Diploma in Digital Marketing, to create a Digital Marketing Plan for an organisation of your choice. We will bring you through the process of creating a Digital Marketing Plan and help you to decide on the best digital strategies for your organisation. We will give you the knowledge and skills to ensure that your organisation makes the right investments in digital marketing to maximise return, to build new revenues and to transform your customer relationships.

11 Contact Us To book a place on this programme, please visit us at For further information, you can contact us as follows: Tel:

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