Executive Training. Digital Beyond the Classroom. TEACHDIGITAL LIMITED. April 14, 2015 Authored by: mdeal

Transcription

1 Executive Training Digital Beyond the Classroom TEACHDIGITAL LIMITED April 14, 2015 Authored by: mdeal

2 Executive Training Digital - Beyond the Classroom Teach Digital Ltd Teach Digital was formed in 2014, to deliver practical business advice to corporate executives in a mixture of formal courses and online support. The tutors are business professionals with extensive experience in management as well as having formal teaching experience and training. Short courses are customised to the audience requirements and normally run between one and two days. Courses can be delivered online or in an executive forum environment with Teach Digital support available as a consultancy option. Who we are Teach Digital tutors are professional managers with an average of over 20 years experience in business. They are also trained lecturers and in most cases subject specialists in the areas they are covering. What we offer We offer a range of professional courses from digital marketing and customer service to finance and strategy. These courses are customized to the customers requirements so that maximum benefit can be obtained for the investment. Post Graduate courses (Level 7 & 8) are accredited by Qualifi and recognized by OfQual. Audience this appeals to These courses are being offered to small groups of executives or middle operational managers in order to provide a strategic framework for planning (executive one day courses) or a more detailed operating plan (middle managers) to enable action in the relevant area. 1

3 Where it is offered We aim to run the courses for small groups, ideally at your place of work, to minimize the inconvenience of being away from the place of work and the cost of the courses. However, if required we will run courses in third party sites such as hotel conference rooms or training academies as required. We also run collective courses for individuals who want to join providing the minimum number of students can be obtained per session. Please see our timetable for details. What makes it different There are a number of benefits associated with our approach. These include the following: Cost effectiveness most courses are priced per individual but running small groups the customers gets real value for money. Customization corporate customers can customize their programme, avoiding wasted duplication of knowledge and allowing focus on salient points Specialist tutors who not only understand the subject area but have practical experience in the market place allowing for in depth practical advice not just academic theory Course qualification which adds to the individuals Continuous Development Programme (CPD) Background support documentation leaving the learner with reference materials to work through after the course completion. Online support from Teach Digital providing the joint benefits of blended learning and online outsources consultancy Digital Beyond the Classroom Executive Training 4/14/2015 2

4 Course Profile Digital Business Digital Marketing Overview Digital Marketing Strategy Search Engine Optimisation Best Practice Social Media Marketing Best Practice Mobile Marketing 2015 Developments Financial Management Financial Planning Meeting Performance Objectives Strategy Diploma in Strategic Management & Leadership (Level 7) Diploma in Strategic Management & Leadership (Level 8) 3

5 Martin Deal BA (Hons); MBA Martin is a graduate of City University Business School, London (now CASS Business School). Since graduating in 1980, he has worked in many countries around the world in Strategy, Marketing, Finance and related areas. Martin specialised in internal audit and has held roles in Operational Audit, Financial Audit, Total Quality Management and Quality Standards in industry (ISO 9000) and education (Quality Assurance Agency). He is currently a visiting lecturer at City University, London delivering courses in Digital Marketing for their Research and Enterprise Division. For details on the Executive Programme please martin@teachdigital.uk or visit the website: Executive Training 4/14/2015 4

6 Introduction to Digital Marketing Aim of the Course This is an introduction to the various elements within Digital Marketing for Business. It is designed for executives who want an appreciation of the subject area but are not necessarily going to be operationally involved in Digital Marketing. It is an ideal overview for executives who will have to make decisions regarding approval for certain campaigns or allocation of budgets for parts of the total marketing strategy. Duration - 2 days Course Content Subject Area Indicative Content Web Site Overview Reaching Out Content management, goals, page design, landing pages, features, constraints, OVP campaigns, blogs, newsletters, RSS feeds, sourcing prospects, Search Engine Optimisation Understanding crawlers, algorithms, meta data, key phrases, positioning. titles etc Mobile Marketing Effective Analytics ecustomer Marketing Affiliates and Partners Social Media Marketing Importance, smart phones, text messages, interactive media, NFC, ecommerce Measurement, overview reports, ecommerce tab, pivot tables, advanced segments Customer Relationship Marketing, CXM, Permission based marketing, using databases Definition, advantages, rules of engagement, using networks, content ideas Importance of Viral, Radar, Key platforms, Business Focus on Social Media Please note Indicative Content is only an indication of content 5

7 Digital Marketing Strategy Aim of the Course Digital Marketing activity, like all management disciplines, needs to operate in a planned disciplined framework. A digital strategy framework should be developed to ensure effective and efficient use of resources as well as maximise a return on this resource investment. This course helps executives create this framework and consider the correct digital marketing tools to meet the organisations needs. Duration - 2 days Course Content Subject Area Indicative Content Situation Analysis Goal Performance, customer insight, emarketing SWOT, brand perception The Planning Model SOSTAC, Customer Personsa s, brand development, P- RACE model Content Management Strategy and Objectives Optimisation Social Media Resource Utilisation Writing the Plan Kindling content, content matrix, generating content, content hubs, maturing content, KPI s, Content RACE OVP s, segmentation and targeting, enhanced marketing mix, customer life cycle, sequence and credibility Driving traffic, proactive SEO, effective key phrases, link juice, social media optimisation Buzz marketing, viral, guerrilla, effective social media Examples of business use on popular platforms Defining tactics, resource profiling, skills management, outsourcing, affiliates and partner outreach Setting out the framework, modular build, page consistency, SMART objectives, signoff and version control Please note Indicative Content is only an indication of content Executive Training 4/14/2015 6

8 Search Engine Optimisation Best Practice Aim of the Course Search Engine Optimisation (SEO) is one of the 5 pillars of effective Digital Marketing. The importance of natural search does not rest with becoming first in the SERP but being relevant to both the search engine and the ultimate reader. This course examines the practices that will make your SEO more effective. Duration - 1 day Course Content Subject Area Indicative Content Catching the Spider Understanding the Page Key Phrases Web Page Titles External Links Internal Links Pay Per Click Understanding the crawlers, getting inside the index, ranking your pages, The Google algorithm Meta Data, URL, titles and subtitles, above the crease, page priorities Key phrases, keyword relevance, keyword density, keyword proximity HTML Title structure, title rules, sub titles, title errors, cannibalisation, primary and secondary keys, duplicates Importance, link juice, potential partner sites, external link ranking, link farming Site structure, anchor text, search engine priorities, link navigation, SEO landing pages PPC the basics, advantages, disadvantages Bid Auctions AdWords, bidding process, checklist of considerations Please note Indicative Content is only an indication of content 7

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10 Social Media Marketing Best Practice Aim of the Course Social Media has exploded into the marketing world in the last few years. Yet, in many cases it is not being managed. This overview allows executives to build a framework for their Social Media Marketing Strategy. Duration - 1 day Course Content Subject Area Indicative Content Introduction Social Media Benchmarking Social Media Strategy Opportunities, importance, marketing radar, developing a structure Current performance, setting goals, reviewing capabilities, SMART objectives Defining core activities, aligning strategy and goals, Reputation Management Engagement Strategy Communication Strategy Social Media Hub Social Media Optimisation Social listening, listening content, reputation management tools, responding to brand mentions, SMMT Content marketing introduction, supporting brand needs, content marketing mix, content types Defining strategy, content calendar, creating content, content syndication, advertising & PR, results Selecting platforms, editorial plans, social media streams checklist, SMO v SEO, understanding SERP s, going viral, sharing and referrals, Please note Indicative Content is only an indication of content 9

11 Mobile Marketing 2015 Developments Aim of the Course Mobile marketing is arguably on of the hottest current topics in digital marketing today. It has transformed customer access to online content and is changing our approach to social and mobile payments. This overview looks at the build up of mobile over the last few years and concentrates on 2015 developments so that busy executives can focus on the opportunities created by mobile marketing. Duration - 1 day Course Content Subject Area Indicative Content Introduction Business Case for Mobile Mobile Marketing Strategy Compelling Mobile Experiences Mobile Reach Mobile Commerce CXM and using Coupons Integration Mobile brand interaction, mobile marketing touch points, android v OS Scope of mobile investment, core mobile activities, mobile channels, ROI Models, Screen usage and conversion rates SOSTAC for mobile, checklist for developing strategy, managing change, tactics action & control Mobile optimisation, issues for mobile development, design issues, personalisation issues, mobile apps Mobile search marketing, Mobile PCP (incadwords), enhanced campaigns, targeting tablets, display advertising, ROPO, Payment options, examples Loyalty and buy ins, Multi channel journeys, driving traffic, bar code scanning, QR promotion codes, coupon success stories, testing and measurement Location Based Services, permission issues, local search effectiveness, integrating social interaction, integrated campaigns Executive Training 4/14/

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13 Financial Planning Aim of the Course Financial planning is an essential management tool which is the responsibility of all executives directing the organisation to sustainable growth, profitability and long term financial security. This is not just the province of the finance department. This course covers essential areas in corporate financial planning for executives across all functions so they can participate in the planning process. Duration - 2 days Course Content Subject Area Interpreting financial reports The principles and impact of IFRS Capital composition structures Investment appraisal Indicative Content Key ratio analysis P&L Account, Balance Sheet, Interpreting notes to the accounts, Trend analysis Key principles of IFRS, The IFRS Standards, The impact of IFRS upon financial reports, Ensuring compliance Forms of capital composition, The impact of gearing, debt v equity, balancing capital structures Establishing investment outcomes Measuring returns, Investment appraisal ROI, yield, opportunity cost, The use of leveraged financial instruments Risk analysis The role and function of management accounting Financial planning for Risk analysis, probability analysis, scale and impact analysis, Integrating risk analysis within investment strategy Key functions impacts, supporting internal stakeholders, overall financial management system, overcoming challenges Capital requirements for M&A, sources of funding and their financial evaluation, financial benefits of Executive Training 4/14/

14 mergers and acquisitions (M&A) Capital and Debt restructuring integration, effective financial due diligence Matched funding, options and opportunities within capital restructuring and debt restructuring, Balancing capital and debt ratios The effective Treasury function The role and impact of the Treasury function, Overview of financial instrument usage within Treasury, Market & geographic risk, Balancing Treasury investment portfolios Please note Indicative Content is only an indication of content 13

15 Meeting Performance Objectives Aim of the Course Effective management is partially centred on executives running their departments in an economic and effective manner. Understanding of systems, processes and operational issues are intrinsic parts of making this happen. This course allows executives to explore key operational issues of control with a concentration of financial control issues. Duration - 2 days Course Content Subject Area Professionalism, ethics and governance Professional effectiveness Business management Indicative Content Professional ethics, values and judgement, effective governance of an organisation, awareness of nonfinancial risk Managing self effectiveness, effective communication, use of information technology Managing departmental activities in your area of responsibility, improving departmental performance Financial accounting and reporting Performance management Finance and financial management Operational & financial audits Managing projects Preparing financial statements for external sources, Interpreting financial transactions and financial statements Preparing financial information for management, budget planning and production, master budgets, monitoring and controlling budgets Evaluation of potential business/investment opportunities and the required finance options, Managing cash using active cash management and treasury systems Preparation for and collection of evidence for audit, Evaluation of audit reports, operational audits, internal audit functions, monitoring systems Project manager, selecting the team, resource allocation, WBS, Gantt Charts, PERT Analysis, software Executive Training 4/14/

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17 Diploma in Strategic Management and Leadership (Level 7) Aim of the Course The qualification provides grounding in management concepts, models, principles and key skills associated with approaches that go beyond the Anglo American models. The qualification looks across all business functions and at national and international organisations and how they operate. Working with partners, suppliers, competitors and consortia will be explored. The Level 7 programme will require Learners to critically evaluate and challenge management tools, techniques and models and requires learners to have relevant management experience or Level 6 qualifications to access the qualification. Duration - Variable (GLH 400) Course Content Subject Area Mandatory Units Development as a Strategic Manager Leading a Strategic Management Project Manage Team Performance to Support Strategy Strategic Direction Information Management and Strategic Decision Taking Strategic Planning Optional Units Finance for Managers Human Resource Planning Organisational Change Strategies Indicative Content Strategic direction, skills, leadership, implementation, outcomes Project determination, setting scope and objectives, justification, results Strategic performance measures, setting team targets, delegation, tools, analysis Aims and objectives, organisation strategy, evaluation Features of data, appropriate data, sourcing, attributes, trends etc Approach to planning, effect on stakeholders, feasibility Financial information, financial performance, budgets, targets, controlling expenditure Importance of HR, HR fit into corporate plan, legal framework, culture Change models, problem solving, monitoring, Executive Training 4/14/

18 resistance to change Strategic Marketing Marking and strategy, risk, marketing plan, operational issues The qualification is made up of 6 Mandatory units and 4 Optional units. For the Level 7 Diploma qualification, a minimum of 8 Units are required in total. OfQual registered Please note Indicative Content is only an indication of content Award: Qualifi Level 7 Diploma Strategic Management & Leadership Course Delivery Qualifi courses are delivered in blending learning mode. This consists of approximately 2 to 3 days class work per module in conjunction with online support and individual tutorials around the assessments. This permits the learner to continue working in their main role and developing their qualifications in parallel. martin@teachdigital.uk for more details 17

19 Diploma in Strategic Management and Leadership (Level 8) Aim of the Course The focus of the Diploma is on national and international organisations and how they work across national and international boundaries. The qualification offers a challenging look at how to work with and respond to different cultures, multiple perspectives, different economic, political, legal, social and ethical norms and structures. The qualification provides core concepts, principles and key skills associated with strategic management. Leaners will challenge, critique, analyse and evaluate ideas and concepts in the context of their and others organisations. Learners should have relevant experience and a Level 7 qualification to access this qualification. Duration - Variable (GLH 700) Course Content Mandatory Units Subject Area Leadership and Qualities in Practice Personal Leadership Development as a Strategic Manager Indicative Content Management and leadership, vision mission and value, empowerment Personal skills, leadership development, effective leadership, international organizations Culture and its impact on Strategy Strategic Communication Strategic Development in Cross Border and Global Organisations Strategic Planning in Cross Border and Global Organisations International strategy, different cultures, norm concepts, influence of stakeholders Domestic and international media, influencing opinion, power groups, influence of news Social. ethical and operational needs, identifying opportunities, evolving strategies Restraints and constraints, inter organisational issues, strategic intelligence Executive Training 4/14/

20 Strategic Direction in Cross Border and Global Organisations Policy and organisational strategies, partners, economic factors, cross border issues Optional Units Research Methods Qualitative and quantitative issues, research questions, literature, statistical methods The Level 8 Diploma qualification is made up of 7 mandatory units and 1 optional unit. OfQual registered Progression to further study is available for those completing the qualification with credits or distinctions in individual units. Please note Indicative Content is only an indication of content Award: Qualifi Level 8 Diploma Strategic Management & Leadership Course Delivery Qualifi courses are delivered in blending learning mode. This consists of approximately 2 to 3 days class work per module in conjunction with online support and individual tutorials around the assessments. This permits the learner to continue working in their main role and developing their qualifications in parallel. 19 martin@teachdigital.uk for more details

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