The Professional Diploma in Digital Marketing is a 30-hour long Program specifically tailored to the needs of:

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2 An innovative training program for marketing professionals who need to join the revolution that radically changes the marketing profession and is evolving through various digital channels and the internet. Program Identity and Scope The Program prepares participants for managerial positions in digital marketing. The goal of the Program faculty is to create a collaborative and nurturing learning environment for analyzing and resolving the challenges in the digital marketing. With this as a foundation, program participants acquire concrete skills and competencies in the rapidly evolving digital marketing domain, and thus prepare themselves for a successful career in digital marketing. Target Audience The Professional Diploma in Digital Marketing is a 30-hour long Program specifically tailored to the needs of: Any professional who is involved in the planning, implementation or measurement of digital marketing strategies and tactics. Any professional who would like to pursue a career in digital marketing. Any professional of all levels and disciplines who needs to catch the digital marketing revolution in marketing. Learning Objectives Though the Program, participants will be able to: Focus on current trends and best practices in digital marketing. Acquaint tools and competencies in all cutting edge tactics in digital marketing. Learn how to structure, implement and evaluate their digital marketing strategy. Learn how to leverage their digital marketing strategy to gain competitive advantage for both their business and their career. A Selection of Our Clients Alpha Bank Astra Zeneca Athens International Airport Beiersdorf Cadbury Carrefour Marinopoulos Cosmote EFG Eurobank E.E.F.A.M. ELVAL Ericsson Eurobank Cards Frigoglass GlaxoSmithKline Hellenic Aerospace Industry Janssen Cilag Larco Mercedes-Benz Hellas Minerva Motoroil National Bank Novartis Novo Nordisk Overseas Shipping Group Papastratos Piraeus Bank Praktiker Public Power Corporation Sanofi-Aventis Shell Tasty Foods Titan Viohalco Vodafone For more information about ALBA executive development programs, please contact: E: exed@alba.edu.gr

3 Program Structure The Program achieves its learning objectives through dynamic lectures, case studies and small group discussions that evolves along the following dimensions: Planning a Digital Marketing Strategy: Participants are familiarized with the fundamental concepts and issues in digital marketing, The opportunities that digital marketing offers and the implications of digital marketing. Furthermore, they acquire various tools and techniques in digital marketing such as Search Engine Marketing, Marketing, Social Media Marketing, etc. Implementation of Digital Marketing Strategy: Participants learn how to develop an action plan in implementing their Digital Marketing Strategy through a coherent project structure, with milestones, deliverables and needed resources. Measurement of Digital Marketing Strategy: Participants learn how to develop and structure a meaningful methodology to evaluate the impact and effectiveness of their Digital Marketing Plan. Course Structure The Program evolves along the following course structure: Introduction to Digital Marketing: basic terms and insights that are used in digital marketing so that we are all on the same page once we get going. Search Engine Marketing (SEO): how your website can be placed higher in the Google organic results through examples and optimization techniques. Search Engine Marketing (PPC): how to set up Google Adwords campaign to bring targeted traffic to your website, while not breaking the bank. Value Added though Innovation The Program is the outcome of leveraging complementary resources among high quality organizations: ALBA with its academic excellence and proven strong record in business education and training. Socialab with its expertise from successfully practicing and consulting many companies in Digital Marketing. The Digital Marketing Institute, the leading institution worldwide for digital marketing training, with the development of the Program and its structure.

4 Marketing : how to collect and segment users to make a successful newsletter, both design- and content-wise, while also examining the best tools to do just that. Digital Display Advertising : how to use web banners, what they offer and which platforms one can use to set up a banner campaign. Social Media Marketing: a double module on how to setup personal accounts, business pages, a facebook ad campaign and how social can merge with the physical world. Mobile Marketing: with more and more people using their smartphones this makes it necessary to know how to create campaigns that can bring results on mobile. Analytics: everyone can measure what s going on in your website, but this course is about understanding what you need to keep track of within Google Analytics. Strategy and Planning: how to create an appropriate brief for your agency, what KPIs to measure and what platforms different campaigns are suited for. ALBA faculty Dr. Christos Koritos has teaching and research interests in the areas of Consumer Psychology, Digital Marketing, Marketing of Services, and Advertising Research. His research focuses on consumer adoption of innovative distribution channels, consumer perceptions of qualityin well-known versus private label brands, rhetoric in advetising, and attitude formation and change. His research appears, among others, in the Journal of Product Innovation Management, Journal of Business Research, and European Journal of Marketing. Dr. Koritos has previously taught the subject of Marketing at the Athens University of Economics & Business, DEREE, Cyprus International Institute of Management, Greek Open University and Hellenic Management Association. He is an active member of scientific associations and reviewer for academic journals and conferences in the field of Marketing. Dr. Koritos has undertaken consulting work for more than 20 Greek and multinational companies while he has participated in projects funded by the European Union.

5 Socialab Instructors George Anagnostopoulos has been creating digital content since 1994, when he started the first Greek online magazine, Cybernalists. He considers himself as a digital marketer since 1999, when he completed the first post-graduate course in e-commerce in Europe. In the same year, he started working in Expοcentric,a dotcom on the London stock exchange. He entered search marketing in 2002, started blogging before the Olympics of 2004, ventured in mobile marketing in 2006 and advanced to be General Manager in Amaze.He became a social media marketing player 5 years ago, in 2009, with Socialab. Today, he is in the Ermis Awards judging committee in the digital category and has worked with over 50 brands in the last 13 years. Tasos Veliadis was the owner and writer of one of the fastest growing techblogs in Greece, and perhaps the first to attract the interest of potential buyers. In 2008 he entered digital marketing in one of the first social media agencies. Very soon, he earned two Ermis Awards for a campaign for Pepsico/Ivi in Greece. This put him at the right position to run the biggest digital project in the history of Pepsico in the largest Balkan country where the company is present, Romania. That is where he launched Pepsi Refresh your World, a global project the success of which in Romania was such that Pepsi exceeded Coca-Cola in market share for the first time in the last decade. The case study has been presented in numerous conferences by Pepsico itself and has granted awards to the company. In 2011, Tasos transferred to OgilvyOne where he was exclusively assigned the Nescafé brand (Nestlé). In just one year, he earned 9 awards for a single client, together with their sincere appreciation. In the end of 2012, he made the move he was ready for by becoming a partner in Socialab and contributing to the growth of the company. Already, in a year, he has won a Gold in Social Media Awards for the brand STR8.

6 Christina Ageli is a SEO/SEM manager at Socialab. Her goal is to drive and increase traffic of the agency s clients websites in organic and paid searches. Christina began her career as an SEO specialist in 2009, where she worked in an agency for 3 years, mainly promoting hotel websites and e-commerce sites. She continued to occupy herself with the hospitality sector, this time promoting a big international brand. In 2012 she overtook the planning and implementation of the SEO strategy for Travelplanet24 and its international brand, tripsta, in 9 countries. All this time, she has also worked as a freelancer for SEO services, mainly for Greek e-commerce businesses. Her academic background is in ICT and network engineering. She is Google analytics qualified and is constantly educating herself in Google and digital marketing related topics, by participating in courses and seminars. She has been a tutor in ALBA since May Nikolaos Gregoriou has been in the field of digital marketing and advertising since His experience in ludes Groups like DOL (digital business development, ad & campaign management) and well-established digital advertising agencies such as Rascal/Cream & id/ Universal (Digital Media Manager & Digital Account). He possesses excellent knowledge on the subject and can work successfully within the field and its people. He has utilized most social networking platforms professionally (Facebook, Twitter, Foursquare, YouTube and lately Instagram & Pinterest), has managed Facebook pages for clients within the companies he has worked for and he has run ad campaigns with Google Ads and Facebook Ads. He collaborates with socialab in Planning.

7 General Information Language: The Program is taught in Greek with the use of English, when appropriate. Duration: Eleven class meetings, two times per week, on Monday/Wednesday evening (18:00-21:00) Venue: ALBA Graduate Business School, 6-8, Xenias Str., Athens Classes start: October 29, 2014 Tuition and Fees: Full Fee: 900 ALBA Corporate Members: 720 ALBA / ACG Alumni: 630 Early bird discount for fully completed applications received by the 15th of October before 17:00 : 630 Deadline for applications: October 22, 2014 Contact person: Vera Oikonomou dm@socialab.gr tel: