Postgraduate Diploma in Digital Marketing & Social Media with Online PR, Google AdWords, SEO

12 Pages·2017·0.33 MB·English

Postgraduate Diploma in Digital Marketing & Social Media with Online PR,
Google AdWords, SEO and E-Commerce via Online Distance Learning

Please find enclosed the details you requested about the above course. We have also included some Frequently Asked
Questions (FAQs) which can be found at the end of the document. Some points about the course:

• Fitzwilliam Institute is part of Fitzwilliam Institute Group. We are an established group of companies training over
3,000 people each year, benefiting from over 30 years of experience in the training arena.

• The Postgraduate Diploma in Digital Marketing & Social Media with Online PR, Google AdWords, SEO and
E-Commerce via Online Distance Learning is a practical, interactive and case-study based programme, written by
industry professionals. During the course, you will get access to real life project briefs and build a practical work
portfolio. You will gain invaluable skills and learn how to do the job, not just theory from a book.

• This is an online distance learning course. Upon enrolment, you will get immediate access to your course
materials. Login details to the online student course space will be provided via email. A student course disc, which
acts as a back up to what is available online and can be utilised if you ever need to work offline, will also be sent to
your home/work address.

• Due to our unrivaled flexibility, you can complete the course in your own time, from the comfort of your home, to
suit your lifestyle. You will have full access to online resources and subject expert support for two calendar years.
However, you can complete the course in as little as 1 year, by dedicating 6-8 hours of study per week.

• Interactive course expert support, advice and guidance from leading industry professionals will be available via
email at the end of each module and at an ongoing basis during the course.

• This practical skills course is both industry and internationally recognised. Upon completion, all of our students are
industry-ready.

• Benefiting from over 30 years of successful experience in the practical skills training arena, we are well placed
within the industry. Employers are always looking for our students and alumni - that's why they come to us first to
hire. Our students have access to a comprehensive Jobs and Volunteer Opportunities section on the website.

If you wish to enrol on this course contact please Kevin Mulvany in the IHF Marketing Department; [email protected] or
01 4976459.

Yours sincerely,

The Fitzwilliam Institute Team

Fitzwilliam Institute as part of The Fitzwilliam Institute Group closes on Bank Holidays and for a number of days at Christmas and New Year. The Fitzwilliam Institute Group
reserves the right to postpone, cancel or alter courses without notice or to change any of the details in this brochure. Fees are not refundable unless the course is cancelled
by the Fitzwilliam Institute Group. Distance Learning courses are provided by the Fitzwilliam Institute - BGLS Ltd Registered in Ireland No.588277.
BROCHURE

Postgraduate Diploma in Digital Marketing & Social Media with Online PR,
Google AdWords, SEO and E-Commerce via Online Distance Learning

INTRODUCTION

Benefiting from over 30 years' experience, Fitzwilliam Institute's Online Postgraduate Diploma in Digital
Marketing course features:

• Comprehensive modules covering all aspects of digital marketing: Digital Marketing Strategy and
Planning, Content Creation, Link Building, Search Engine Optimisation, Keyword Generation, Email
Marketing, Affiliate Marketing, Google AdWords and Pay per Click Advertising and many more.
Additional modules on Online Public Relations and E-commerce are also included in this fast-paced
practical course.

• Interactive course expert support, advice and guidance from leading industry professionals. Always
ready to help and answer any questions you might have throughout the course, all of Fitzwilliam
Institute's digital marketing course experts are top industry professionals with many years of
successful experience. Upon completion of this online digital marketing course all of our students are
industry-ready.

• Real life digital marketing briefs. Fitzwilliam Institute's Postgraduate Diploma in Digital Marketing
empowers participants with practical and specific skills that can be applied in real world situations.
You will gain exposure to invaluable digital marketing toolkits and prepare real life briefs, enabling you
to develop your work portfolio. The course projects are aimed at providing you with the confidence
and ability to take on and create digital marketing strategies and proposals for any organisation.

• Flexible online learning. Fitzwilliam Institute's Postgraduate Diploma in Digital Marketing course can
be completed in your own time, from the comfort of your own home, to suit your lifestyle. You will
have full access to online resources and subject expert support for two calendar years. However, you
can complete the course in as little as 1 year, by dedicating 6-8 hours of study per week.

• Digital Marketing Jobs, Networking and Volunteer Opportunities. Benefiting from over 30 years of
industry experience, we are extremely well placed within the industry. Employers are always looking
for Fitzwilliam Institute's digital marketing students and alumni. Fitzwilliam Institute's website features
a comprehensive jobs and volunteer opportunities section.

COURSE CONTENT

Digital Marketing Communications

Overview of Marketing Communications, How Marketing has changed in the Digital World, The Changing
Consumer Journey, The Buying Funnel, The Changing Organization, and The Changing Marketing Mix.
Market Segmentation and the Importance of Understanding the Customer. Market Research, and Collecting
and Analyzing the Data. The Importance of Branding and Brand Development. Marketing Communications in
a Digital World. Promotional Activities including Advertising, Sales Promotion, Personal Selling, Sponsorship,
Direct Marketing, and Public Relations.

Digital Marketing Strategy and Planning

Essence of Digital Marketing, Adoption of Planning Frameworks, Situational Analysis, Planning using
Personas, Audience Segmentation, Value Proposition, Setting Objectives, Formulating Strategy, Engaging
throughout the Customer Lifecycle, Prioritizing Digital Tactics, Evaluating Success and Optimising Strategy.

Search Engine Optimisation I

Overview of Global Search Engine Market, How Search Engines Work, Search Engine Behaviour, Obtaining
Visibility in Search Engines, Robots/Spiders for Different Content, Ranking Factors, Importance of URL's,
White Hat Optimisation, Optimum Approach to Website Architecture for SEO, Importance of your Websites
Content Quality and Engagement, Search Engine Algorithms, Recent Google Algorithm Updates, choosing
Keywords and Content Topics, Long Tail Keywords

Search Engine Optimisation II

Semantic Indexing, Influences in Click Through Rates in Organic Listings, Meta Data, Content Strategies for
Local Listings, Multi-Region /Multi-lingual Content, Image/ /pdf Optimisation for SEO.What is Anchor Text,
External Links vs Internal Links, Quality vs Number of Link Backs, Link Recency, Link Directories, Link Spam,
Offsite SEO and Trust, Domain Authority, Opensite Explorer, Social Media and SEO, Personalization, Free
and Enterprise SEO Tools, Using Google Search Boolean Operators for Competitor Research, Keyword
Strategies, Google Keyword Planner, Webmaster Tools, Screaming Frog, Ranking by Ethical Means.

Factors Affecting SEO

Domain Name Selection, Inbound Linking and the Anchor Text Factor, Landing Page Optimisation, Spiders,
Crawlers and Robots, Principals of Attracting Robots, Maximising your Website's Title Tag, Head and Meta
Tag Content, Opening Paragraphs, Use of Formatting Tags to Attract Robots, Posting your Site to Search
Engines, Reposting After Changes.

Keyword Management

Key - Genetic Modifiers, Location, Price, Types, Industry Specific, Keyword Tools. Keyword Phrase
Research, Keyword Buying Phrases, Focused Product Related Pages, The Tier System and Keyword
Evolution, Choosing Keyword Density, Effective Keywords, and Regionalisation of Keywords. Landing Page
Optimisation, Spiders, Crawlers and Robots, Principals of Attracting Robots, Maximising your Title Tag, Head
and Meta Tag Content, Opening Paragraphs, Use of Formatting Tags to Attract Robots, Posting your Site to
Search Engines, Reposting After Changes.

MANAGING DIGITAL MARKETING CONTENT

Content Marketing

Definition of Content Marketing, Inbound Marketing, Content Creation Lifecycle, Content Types (Infographics,
Audio-Visual, Chalk-Talks), Content Marketing Case studies, Google hangouts, webinars, graders and
widgets, content and event promotion, Undertaking a Content Audit, Mapping Content to Target Audiences
and Buying Cycle, Content Planning, Content Syndication and Social Sharing, Google Authorship, Content
Atomization.

Website Analytics
Website Hits, Page View Analytics, Recording Online Visitor Statistics, Time of Visit to Website, Keyword
Phrase Used, IP Address Information, Web Arrival and Exit Pages, Logfile versus Page Tagging, Web Click
Tracks and Google Analytics, Benefits of Web Analytics.

Google Analytics

Benefits of Tracking, Tracking Methods, How to Set up a Google Analytics Account, Adding Tracking Code to
Your Website, Webmaster Tools, GA Profile Settings, User Management, Goals, Filters, Events, Custom
Alerts, Reports, Analyzing Your Website Audience Using Google Analytics , Understanding Visitor Flows,
Acquisition, SEO, Analyzing User Behavior, Reporting on Site Content, In-Page Analytics, Conversions,
Funnels, eCommerce, Multi-Channel Funnels, Google Analytics Tools.

Google AdWords

Introduction to AdWords, setting up a Google AdWords account, AdWords account structure, managing
multiple accounts, building an AdWords campaign, keyword tools, networks and devices, bidding types, ad
text guidelines, writing good ad text, managing your PPC campaign, common Google AdWords mistakes.

Google AdSense

Introduction to Google AdSense, factors that affect revenue earnings, the range of AdSense products,
targeting options, the AdSense interface, creating an Ad Unit, Custom Channels, Allow and Block Ads, block
sites and categories ad networks, ad review centre, performance reports.

Writing for the Web

Creative Writing for the Web, Writing for your Client, Relevant Marketing Content - Importance of, Simple
versus Complex Marketing Messages, Keeping a Natural Flow to your Marketing Content, Keyword
Management, When to use Key Words, Ratio of Prose to Keywords, Importance of Homepage Content,
Importance of Spell Checking, Using a Copywriter.

SOCIAL MEDIA

Social Media I

Using Social Media to Market and Communicate Online, Facts and Figures for Social Media Adoption in
Ireland, Creating a Social Media Strategy, Finding Your Customers Online, How to Market Your Business on
Facebook, How to use Twitter to Reach Customers and Influencers, How to Find Leads on LinkedIn, How to
use Blogging and Content Marketing to Reach Your Target Market.

Social Media II

Video: Choosing the Right Type of Video, Viral Videos, Tips on Video Planning, Optimising for Better Search
Results, How to Get Your Video Seen, Social Media Marketing Case Studies, Social Media Tools, Creating a
Social Media Policy, Brand Personality and Tone of Voice - Speaking the Language of your Customers,
Creating a Content Calendar, Measuring Social Media Success, Social Media Tips.

Blogging
Introduction to Blogging, The Benefits of Blogging for Business, Blogging Platforms and Tools, Golden Rules
of Ideas for Blog Content, Structure of a Blog Post, How to Drive Traffic to Your Blog, Commenting on Other
Blogs, Getting More Readers.

INTERACTIVE TOOLS AND DATA COLLECTION
Interactive Tools
Facebook Social Plugins - Like/Share/Send Buttons, Twitter Widgets - Profile/Favorite/Search Widgets,
Pinterest Pin It Button, LinkedIn, Video Galleries, Flicker Libraries, Creating Community with Forums and
Blogs, Geographical Elements - Maps and Currency.

Online Data Collection

Survey and Polls, Lead Generation, Sign Up Form, Feedback Form, Website Optimiser, Newsletter Sign Up,
Diary and RSVP.

Email/Direct Marketing

Facts and Figures re Email Effectiveness, Best Practice in Building Your Email List, Defining Your Email
Marketing Objectives and Content, Email Heading Tips, Segmenting Your List, Benefits of Using Email
Software, Examples of Email Software, Measuring Success, Rules and Regulations of Email.

Mobile Marketing

Why Mobile, SMS Marketing, QR Codes, Augmented Reality, Branded Apps, Mobile Sites, Proximity
Marketing (Beacons, Bluetooth, NFC and Location SMS), Mobile Advertising, Mobile Search, Mobile
Behavior, Legal Concerns.

Affiliate Marketing

Introduction to Affiliate Marketing, Irish Affiliate Landscape, Affiliate Networks, Affiliate Marketing as Part of
the Marketing Mix, Affiliate Marketing SWOT, Reasons to Use Affiliate Marketing, Traits of a Successful
Affiliate Marketing Programme, Types and Examples of Affiliates, Relationship Between Search and Affiliate
Marketing, Direct-Linking Search, Strategic Search, Examples of Affiliate Marketing Lead Generation.

Online Media Buying

Overview of Online Media Buying , the Irish Digital Media Landscape, Types of Digital Advertising, Digital
Advertising Terminology and Formats (including rising star formats), Mobile Display, Ad Networks, Content
Integration, Social Media Advertising, Search Engine Marketing, Affiliate Marketing, Email Marketing, Steps
to Planning a Digital Campaign, Reporting and Evaluation.
TRADITIONAL MARKETING

Overview of Traditional Marketing

Marketing Concepts; Barriers to Marketing Implementation; The Marketing Environment - Political, Economic,
Social and Technical Factors; The Market Information System; The Market Research Process - Collecting
and Analysing Data; Reporting the Findings.

Marketing Management

Marketing Management and Planning; Organisation and Management of the Marketing Department;
Corporate Planning; SWOT Analysis, Competitor Assessment and Business Strategy; Product Portfolio
Planning - Models and Management; Developing a Marketing Plan - Implementation and Control; Market
Segmentation, Targeting and Positioning.

TRADITIONAL ADVERTISING ESSENTIALS

Strategic Advertising

Overview of Advertising; Representative Bodies; Codes of Practice; Relationship between Advertising,
Advertisers, Media and PR; Advertising Agency - Structure, Appointment, Remuneration and Evaluation;
Strategic Development and the Creative Process.

Creative Advertising

Creativity in Advertising; The Creative Process - Themes, Rational and Emotional Motives to Purchase;
Integration of Direct Marketing Concepts into Creative Strategy; Testing Creative Effectiveness; Campaign
Creation and Development.

Media Advertising

Media Planning Process - Media Options, Identification and Critical Analysis; Budgeting for Media Choice and
Scheduling; The Role of Media in the Advertising and Promotional Mix; The Media Buying Department - Form
and Function; Media Classes and Vehicles, Structure

Advertising Campaign Management

Formulating Strategic Advertising Campaigns to support Branding, Segmentation and Positioning Strategies;
Campaign Research and Evaluation of Effectiveness.

ONLINE PUBLIC RELATIONS
The Social Media Landscape

Blogs, Microblogs, Chatrooms, Delicious, Email, Flickr, Twitter, Instant messaging, Message Boards, Mobile
Internet , New Media Releases, Online Conferencing, Online Surveys, Pay per click, Podcasts, RSS, Search
Engines, SEO, Social Networking Service Sites, Video Sharing, Virtual worlds, VoIP, Wiki and Widgets.

The Internet as a Media

Commercial Implications of the Internet, Social Interaction with the Internet, Web 2.0 and its Implications,
Internet Convergence, the Network Effect, Internet Information Exchange, Internet Audience Size and
Exposure, Internet Culture and Communication, Transparency and the Internet.

Online PR building blocks

Online Communications Platforms, Online Communication Channels, Online Communication Mediums,
Interactivity and Application of Communication Channels, Policy, Optimisation, Monitoring and Evaluation of
Online Communications Channels, Online Communications Channels Planning and Implementation.

Social Media and PR strategy

Local versus Global Communication, Landscaping Platforms, Channels and context, Online PR
Organisational Analysis and Segmentation, Developing Online PR Strategies, Online PR Tactics and SEO
considerations, Online PR Planning, Managing Online PR Risk and Opportunities.

Online Influences on Present PR Practices

Internet influence on News, Internet Journalists, Economics of Online News Production, Internet Critics and
other influences, the PR Practitioner as an Online Publisher, Ethical Internet PR, Truthfulness and Duty of
Care, Online Ethics, Debate, Guidelines and Best Practice. Monitoring and Evaluation of Social Media
Discourse, Trends and Value. Policy Influences, corporate speak. Implications of Social Media for Corporate
Social Responsibility.

TRADITIONAL PUBLIC RELATIONS ESSENTIALS

Public Relations Defined

Its Role within the Promotional Mix; PR Techniques and Methodologies - Press Relations, Public Affairs,
Lobbying, Press Releases, Broadcasting, Photography, Literature and Printing; Crisis Management,
Contingency Planning and Corporate Image; PR Planning - Setting Objectives, Budgets, Proposals;
Fundamentals of Sponsorship; Types of Sponsorship - Sports, Cultural, Education and Charity; The
Sponsorship Management Programme - Objectives, Selection, Budget, Agency and Event Management;
Measurement of Effectiveness.

E-COMMERCE
E-commerce
Characteristics of eCommerce, waves of eCommerce, advantages and disadvantages of eCommerce,
methods of accepting payments online, SSL, eCommerce categories, methods of accepting payments online,
eCommerce platforms and their features, traits of successful eCommerce websites, eCommerce conversion
rates by device, shopping carts and dropout rates, multichannel commerce, challenge of integrating online
and offline, online personalization, google shopping, analyzing eCommerce website user behavior, social
media and eCommerce, mCommerce, considerations when implementing an eCommerce project.

Web Site Architecture, Design and Usability

Introduction to HTML and CSS; website hosting options, ftp, web content management systems and features,
principals of good web design, the importance of usability, user focused approach to design, how to measure
usability and build a business case for improving it, about website accessibility, sample approaches to
ensuring your website is accessible.

HTML

What is HTML? The structure of a HTML web page; Introduction to HTML Tags; The , , and Tags; Creating a
basic HTML web page; Working with text; Basic formatting - the , and Tags; Other formatting Tags - the Tag
and the Heading Tags; HTML Attributes; Working with Hyperlinks; Using colour in a web page; Working with
Images; Formatting images for the web; HTML Lists - ordered Lists, Unordered Lists and Definition Lists;
Creating Tables in HTML; Formatting Tables.

CSS

What is CSS?; How does CSS work?; The three types of Cascading Style Sheets - In-Line CSS, Internal
CSS and External CSS; Examples of formatting using CSS; Linking a web page to an external CSS page;
Formatting the page with CSS; Font and Text formatting; Working with Links.

Careers in Digital Marketing

Developing your online personal branding online, maximize your use of search, types of careers in online,
targeting SMEs and multi-nationals, STAR approach to interviews, traits companies look for in digital
marketing professionals.

Setting Up and Marketing Your Own Digital Marketing Consultancy

The Business Plan, Legalities, Setting Up: Set up a workplace, Organise your insurance, Understand the
options available to you for financing your business. Marketing Strategy: Create a marketing strategy,
Develop a marketing plan. Knowing Your Competitors, Promotional Tools: Understand and utilise the range
of promotional tools.

Presentation Skills

Creating and Delivering a Presentation, Client Presentations: Create an effective presentation (e.g. an event
pitch), Tailor your presentation to your audience, demonstrate an awareness of the appropriate use of visual
aids (including design considerations), Understand the vocal, verbal and visual aspects of a presentation
(including the use of body language), Presentation Rules and Characteristics.

Course Projects

The projects are an important part of the course. Each course participant is given project briefs. Participants
are asked during the course to produce Pitch Proposals with their recommendations to the examiners. This
gives participants the opportunity to use the knowledge they have obtained during the course in a focused
way and develops relevant skills.
Methods of Training

Lecture Modules, Online Resources, Subject Expert Feedback Sessions after each Module, practical case
studies, end of module assignments. etc.

Subject Experts

The Institute maintains a qualified panel of Subject Experts.

Who Should Apply

Anyone interested in developing skills or a career in this area. Early application is advisable as places are
booking up fast.

Possible Careers

Career opportunities in Digital Marketing and Social Media exist in the corporate, public and not for profit
sectors, on the client side and on the consultancy side. Graduates of this programme may have Digital
Marketing and Social Media as a main or secondary responsibility while also working in another area such as
marketing, promotions, sales, sponsorship, etc. for an organisation. The course takes these possibilities into
consideration.

Qualifications

Successful candidates qualify for the Postgraduate Diploma in Digital Marketing and Social Media. The
Postgraduate Diploma is awarded at Distinction, Credit or Pass level.
FREQUENTLY ASKED QUESTIONS

Postgraduate Diploma in Digital Marketing & Social Media with Online PR,
Google AdWords, SEO and E-Commerce via Online Distance Learning

Course Specifics

How long does the course run for?

You will have 2 full calendar years to complete this course. However, you can finish the course in as little as 1
year, by dedicating about 8 hours of study per week. You can study in your own time, from the comfort of
your home, to suit your lifestyle.

Is this a fully comprehensive and fully inclusive course?

Yes. This distance learning course is designed to enable participants to develop an innovative and
multi-skilled approach to learning. It offers practical and specific case study based modules that can be
applied in real world situations.

Will this course help me get into the industry and build a network of contacts?

Yes. As the course is industry and internationally recognized, along with our subject experts being industry
professionals themselves, this provides you with direct access and resources within the industry. Benefiting
from over 30 years of successful experience in the practical skills training arena, we are well places within the
industry. Our students have access to a comprehensive Jobs and Volunteer Opportunities section on the
website.

Will I have contact with industry professionals from specialised areas?

Yes. All of our subject experts are industry professionals with many years of successful experience. They will
provide interactive course expert support, advice and guidance at the end of each module and at an ongoing
basis during the course.

Am I required to purchase any materials or books for this course?

No. The course includes comprehensive notes, a course disc as well as on-line assistance from our subject
experts. The course is designed to be as convenient and flexible as possible.

How are we assessed?

Students are assessed through practical activities, course projects and assignments.

How does this online distance learning course work?

Upon enrolment, you will be provided with log in details (username and password) for the online student