Professional Diploma in Digital Marketing

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1 Professional Diploma in Digital Marketing Agenda Day 1: Day 2: Day 3: Day 4: Day 5: to Digital Marketing Search Engine Optimisation Search Engine Marketing Marketing Digital Display Advertising Mobile Marketing Social Media Marketing Part I Social Media Marketing Part 2 Analytics Strategy & Planning Assignment Brief Deadline: 6 Weeks from course date.

2 Day 1: to Digital Marketing Search Engine Optimisation :15 INTRODUCTION TO DIGITAL MARKETING - PART I : Key Concepts Traditional v. Digital Marketing DMI Method + Framework Search Engine Optimisation (SEO) Search Engine Marketing 10:30 12:00 INTRODUCTION TO DIGITAL MARKETING - PART II Marketing Display Advertising Mobile Marketing Social Media Analytics 13:00 14:15 SEARCH ENGINE OPTIMISATION - PART I Course Overview Core Concepts SEO Process On-Page Optimisation 14:30 16:00 SEARCH ENGINE OPTIMISATION - PART II Keyword Research Content and Meta Tags SEO Support Tools Off-Page Optimisation Analysis

3 Day 2: Search Engine Marketing Marketing :15 SEARCH ENGINE MARKETING - PART I Core Concepts Keyword Research Research Tools Adwords and Campaign Process 10:30 12:00 SEARCH ENGINE MARKETING - PART II Ad Copy and Targeting Display Networks Bidding and Budgeting KPI s and Conversion Tracking Google Analytics 13:00 14:15 MARKETING - PART I Core Concepts Campaign Process Data Capture Segmentation 14:30 16:00 MARKETING - PART II Design User Behaviour Delivery Systems Filtering and Scheduling Metrics and Testing Data Protection

4 Day 3: Digital Display Advertising Mobile Marketing :15 DIGITAL DISPLAY ADVERTISING PART I Concepts Challenges and Benefits Ads and Ad Formats Features and Frequency 10:30 12:00 DIGITAL DISPLAY ADVERTISING PART II Campaign Planning Steps Campaign Objectives Budgeting and Targeting Creative Formats Tracking and Optimising 13:00 14:15 MOBILE MARKETING PART II Concepts and Trends SMS Mobile Advertising Mobile Optimised Websites 14:30 16:00 MOBILE MARKETING PART II APPS Development Process Proximity Marketing Strategy and Implementation Social Media Channels

5 Day 4: Social Media Marketing Part I & II :15 SOCIAL MEDIA MARKETING PART I Concepts of Social Media Implications of Social Media: Privacy Settings Business Goals and Setting Priorities Facebook : Profiles, Likes and Pages 10:30 12:00 SOCIAL MEDIA MARKETING PART I CONT Twitter : Profiles, Tweets, Accounts and Lists LinkedIn : Profiles, Comments and Company Pages Google + : Profiles, Hangouts and Brand Pages YouTube : Startup and Channels Laws and Guidelines 13:00 14:15 SOCIAL MEDIA MARKETING PART II Social Listening Facebook Offers, Events Facebook Advertising Facebook Groups Reporting and Analytics 14:30 16:00 SOCIAL MEDIA MARKETING PART II CONT LinkedIn Groups and Events LinkedIn Advertising, Job Search Twitter Promoted Accounts Twitter Promoted Tweets Analytics

6 Day 5: Analytics Strategy & Planning :15 ANALYTICS PART I Concepts and Rationale Accounts and Profiles Goals Audience 10:30 12:00 ANALYTICS PART II Technology Traffic Sources Content and Technology Goals and Conversions Reporting 13:00 14:15 STRATEGY & PLANNING PART I DMI Digital Marketing Plan Situation Analysis Information Gathering Audience Business Objectives 14:30 16:00 STRATEGY & PLANNING PART II Digital Tools Action Plan Budget Measurement Iteration and Management

Table of Contents Professional Diploma in Digital Marketing Module 1: Introduction to Digital Marketing Module 2: Search Engine Marketing (SEO)

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