Masters. in Digital Marketing.

Transcription

1 Masters in Digital Marketing

2 Contents Masters in Digital Marketing 1. Welcome 2. Course overview 3. Course content 4. Course assessment 5. Digital Qualifications Roadmap 6. Industry Expert Lecturers 7. Syllabus Advisory Council 8. Past students The business world is evolving faster than ever before... Digital Marketing Institute courses deliver the framework and tools needed to meet the challenges of our economy today - and tomorrow. Transform your career and company with a course grounded in the realities of modern business and the connected society. Learn with some of Europe s leading Digital Marketing experts.

3 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. All of the current innovation and thinking in marketing is happening through the various digital channels. As digital envelopes all marketing practices, now is the time to develop your skills in a field that is truly future-proof. The world s largest digital brands Meet and exceed your Digital Marketing goals through application of the latest trends, and attain one of the world s most widely recognised and valued professional qualifications in Digital Marketing. and agencies work with us to develop and validate our syllabus, which is delivered by industry experts so you get the very best accredited qualification combined with real-life industry teaching. Upon completion of the Masters in Digital Marketing, you ll gain the business and marketing skills and certification needed to set you apart from your professional competition. 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

4 Course overview The Masters in Digital Marketing is designed to help you develop an advanced understanding of the underpinning concepts of digital and data-based marketing and selling. As well as acquiring the practical skills needed to implement and manage effective Digital Marketing strategies, you will also amass considerable specialist knowledge through the production of your thesis. The course content is exclusively designed and taught by industry experts, and validated by representatives from global digital brands like Google, Microsoft and Facebook. With the guidance of industry expert mentorship, emphasis is placed on developing you into an indemand and influential expert in the digital marketing field. Once qualified you will be able to apply your expert level of skill to the various digital challenges within any workplace.who should attend? The Masters in Digital Marketing is ideal for anyone hoping to progress to a senior Digital Marketing position whether in their current Who should apply? The Masters in Digital Marketing is ideal for business graduates and experienced marketing and business professionals seeking to prove their expertise at a senior digital marketing level. The specialist level of knowledge you develop will place you among the top Digital Marketing professionals in the industry. Get equipped with the skills needed to propel your career forward and help you achieve a well-respected, authoritative and expert Digital Marketer status in a booming field. What can you expect? Through 150 hours of specialist online digital marketing content, dynamic lectures, case studies and instructional webinars you will gain exposure to the latest techniques and tools for improving your Digital Marketing and brand building efforts. In the second stage of the course, you will receive the mentorship of both a digital marketing expert and academic supervisor to guide the writing of your thesis. Your course of study The duration of the Masters in Digital Marketing course is fully flexible and is dependant on your individual circumstances; you have up to 60 weeks to complete stage one of the Masters, and an additional 52 weeks to complete stage two. Stage one will consist of 150 hours of specialist digital content and the completion of two 5,000 word assignments. Stage two will involve a series of webinars and mentorship to support the completion of your 15,000 word research-based thesis.

5 Course content The Masters in Digital Marketing comprises of two elements of study. Stage 1 The first stage of the Masters course consists of 150 hours of online learning across four key modules: Digital Consumer Behaviour Digital Marketing Channels Digital Strategy & Planning Digital Marketing Management Digital Consumer Behaviour The Digital Consumer Behaviour module equips students with the skills and knowledge to plan and conduct research for consumer-centric Digital Marketing strategies. Digital has empowered consumers to engage in a two-way dialogue with brands, but it has also given businesses access to a high level of detail about the online activities of their customers. Students will understand that this wealth of information forms the starting point of any Digital Marketing strategy. You will learn how to track and interpret online consumer behaviour and examine the techniques for building relationships with your target audience through an understanding of their Digital activities. Students will be able to differentiate between traditional and Digital campaigns in terms of their planning, evolution and lifecycle. Completion of this module will also contribute to the development of your research and analytics skills, and your competence in collaborating and communicating with a range of audiences online. Learning Outcomes of the Digital Consumer Behaviour Module: On completion of this module, you will be able to: Critically assess how the internet has evolved as a tool for consumer empowerment and control Demonstrate a comprehensive knowledge of consumer tracking and monitoring tools and fully explain their importance in the context of Digital Marketing campaigns Apply an online consumer purchase model - including research, comparison, purchase and post-purchase behaviour to demonstrate how Digital technologies have impacted specific consumer groups Research and report on how the empowered consumer has challenged traditional marketing approaches, both locally and globally, in a specified industry Perform a critical appraisal of future trends that may impact the online evolution of consumers in a specific industry Critically evaluate and recommend improvements to a company s current marketing campaigns, including comparisons of company and consumer perspectives

6 Digital Marketing Channels The Digital Marketing Channels module develops students knowledge of the range of Digital routes to market available to the modern marketer. You will acquire an in-depth understanding of the various channels and their advantages and disadvantages, and assess their suitability for use in a Digital Marketing strategy. Channels covered in this module include: Search Engine Optimisation Marketing Pay Per Click Advertising Mobile Marketing Digital Display Advertising Content Marketing Digital Marketing Strategy & Planning The Digital Marketing Strategy & Planning module enables students to critically analyse a business and its target client groups, and create a Digital Marketing strategy and implementation plan for that business. You will gain sound knowledge of how online marketing has evolved from a peripheral element of organisational marketing to one that is at the hub of customer-centric communications in an increasingly multi-channel environment. You will analyse the impact of Digital on the shift from a calendar and budget-bound approach to marketing, to an iterative activity in response to customer interaction. You will also acquire an understanding of the key Digital strategy and planning concepts that are required to implement a Digital Marketing cycle in a business. Social Media Marketing Affiliate Marketing Web Analytics New & Emerging Channels This module will include consideration of the fundamental Digital Marketing planning concepts for an organisation together with key factors involved in the implementation, measurement and evaluation of successful campaigns. Learning Outcomes of the Digital Marketing Channels Module: On completion of this module, you will be able to: Critically review the importance of the various Digital Marketing Channels and how they reach the online buyer Engage in informed debate with peers about the key stages in Digital Marketing through the various routes to market, employing relevant business models Clearly explain how organisations can use online channels to meet changing buyer behaviour and expectations Critically appraise the range of available Digital Marketing Channels Determine the advantages that each available channel brings to the Digital Marketing strategy Produce well-defined implementation plans to explain how the various channels will be incorporated into the Digital Marketing strategy Learning Outcomes of the Digital Marketing Strategy & Planning Module: On completion of this module, you will be able to: Critically appraise the Digital maturity of an organisation s current marketing activities by performing a detailed situation analysis Clearly explain how an organisation might respond to the advent of the empowered consumer with a responsive Digital Marketing strategy Research the target audiences of an organisation and complete a detailed analysis of their online activities and preferences Assess the ways in which Digital channels have empowered the consumer and determine the most relevant mix of Digital Marketing tools for an organisation Appraise the incorporation of various channels into a Digital Marketing strategy For each channel identified in the strategy, create meaningful, customer-focused objectives as the foundation for an organisation s Digital Marketing plan Critically asses the priorities and plan the spend lifecycle of a Digital Marketing budget Clearly explain how to create an implementation plan covering resources, timings, stages and review processes for a Digital Marketing strategy

7 Digital Marketing Management The Digital Marketing Management module provides students with detailed knowledge of best practices for the management and review of Digital Marketing campaigns within organisations. The module aims to develop responsible Digital Marketing managers who can oversee a business s ongoing online activities, and make informed strategy and campaign decisions taking budgetary and other constraints into account. You will develop a range of specialised skills in the use of quantitative tools to analyse campaign performance and suggest improvements. Students will be able to justify a business case for a Digital Marketing strategy in an organisation and explain how the strategy relates to the overall business context of the organisation. Learning Outcomes of the Digital Marketing Management Module On completion of this module, you will be able to: Demonstrate a critical understanding of the importance of campaign management and the use of statistical tools in campaign monitoring Stage 2 - research based thesis The second element of the Masters course focuses on a series of webinars and supervision from your academic and industry mentors to support the development of your Masters thesis. The course is structured to allow you to research and explore your chosen specialty and build your analytical skills. A series of guided webinars during stage 2 will equip you to hone your research and thesis writing skills. With the core Digital Marketing topics covered in the first stage of the course, these webinars will consist of practical guidance in the areas of structuring your thesis, undertaking primary research, interpreting results and presenting your findings. The Masters thesis is a carefully argued scholarly paper of approximately 15,000 words. Written under the supervision of a thesis mentor, you will present an original argument that is carefully documented from primary and/or secondary sources. The thesis will have a substantial research component and a focus that falls within a specific topic in Digital Marketing. As the core element of the Masters course, the thesis gives you an opportunity to demonstrate expertise in one specialised area of Digital Marketing. Demonstrate extensive knowledge of the role of analytics, tracking methodologies and tools in Digital campaign monitoring Clearly explain how each channel of the Digital Marketing mix can be monitored, tracked and analysed for improvement Monitor, track and analyse a current Digital campaign Implement improvements to a Digital campaign based on recommendations derived from monitoring and analytics

8 Course assessment To complete the first stage of the Masters course, you will be required to submit two Digital Marketing assignments: a Digital Marketing Research paper and a Digital Marketing Strategy. These assignments are designed to offer students the opportunity to produce meaningful and grounded Digital Marketing projects focused on their own career or business aspirations. In stage 2, you will be required to complete a Digital Marketing thesis of 15,000 words presenting an original argument based on significant research into one area of Digital Marketing. Certification The Digital Marketing Institute is the global certification body for Digital Marketing education. Our syllabus defines the framework of knowledge, skill and competency required to meet the current and future demands of the Digital economy, and our practical, industry-driven qualifications are recognised as the international standard in Digital Marketing certification. On successful completion of the Digital Marketing Institute Masters course, you will receive a customised award at Masters level, awarded by the Digital Marketing Institute, qualifying you to implement advanced Digital Marketing strategies at the most senior levels of an organisation. Admission requirements To apply for the Masters in Digital Marketing, you must meet the minimum admission requirements: You must hold a recognised third level honours degree (minimum second class honours) in either business/commerce/ marketing and a minimum of 2 years relevant work experience OR You must have equivalent digital marketing industry experience (minimum 3 years). All applicants must demonstrate an interest in and aptitude for Alan Coleman, Search Engine Marketing Lecturer digital marketing and may be subject to interview. If English is not your first language, you must have a minimum IELTS level 6.0 or equivalent. Please note these are minimum requirements and are not an automatic entry to the Programme. Admission is at the discretion of the DMI.

9 Digital Qualifications Roadmap Industry Expert The Digital Marketing Institute provides a Career and 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 career path. Lecturers The course will introduce you to the most important and transformative aspects of digital marketing, delivered by the industry s leading practitioners. All of your lecturers are professionals in the digital marketing sector, running and delivering online campaigns on a daily basis. John Healy, Strategy & Planning Lecturer They are selected from our panel of industry experts, and your lectures will be based on their experiences, real life examples and case studies.

10 Our Global Reach Digital Marketing Institute courses are taught and recognised in over 60 countries around the world. Gain a certification that will travel with you, no matter where your career takes you. Syllabus Advisory Council The course syllabus is developed in conjunction with the Digital Marketing Institute s Syllabus Advisory Council. The Digital Marketing Institute is closely aligned with and supported by some of the global leaders in IT, media, finance and communications, as well as many of the top digital agencies around the world. Our course content is formed with the input of this Industry Advisory Council so as to ensure our graduates are qualified in the latest and most in-demand skills.

11 Past students Past students of Digital Marketing Institute courses have worked with some of the world s leading brands and companies:

12 DigitalMarketingInstitute.com