Online Marketing & Advertising Course
Diploma in Online Marketing
& Advertising, (Dip. Online. Mkt. & Adv.) with Public Relations by Distance Learning
Introduction
Online Marketing has emerged as a Powerful Tool in the Management of the Web, E-mail, Interactive TV and Wireless Media areas.
The World Wide Web has become a large marketing opportunity for many companies around the Globe.
With currently over 1.3 billion users some of the biggest companies today have grown by the efficient nature of Online
Advertising and Web marketing to reach a greater number of previously inaccessible markets.
Search Engine Advertising and Optimisation are the Mechanisms employed to Promote, Publicise and Profile a wide range of industries.
The landscape of Advertising and Public Relations have changed dramatically in the face of this exciting medium.
This Practical Course will enable participants to develop the skills to Manage their Marketing Challenges Digitally. The Association of Advertisers in Ireland accredits the course.
Course Content
MARKETING
Introduction: Introduction to Marketing and the Marketing Concept; 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.
ONLINE MARKETING
Search Engine Optimisation (SEO): The Online Content Factor, Search Engine Algorithms, Impart, Spamming, Online Advertising, Web Keyword Strategy, Link Relevancy, Ranking by Ethical Means. Practical Exercise - BMW Case Study.
Search Engine Link Management: White Hat Optimisation, Link Exchange, Web Directories, Long Term Online Planning, Web Analytics, Web Page Tagging, Server Log File Interpretation, Building Quality Online Links, Link Farms and Online Link Exchanges, Site Maps.
Analysing the Web: 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.
The Google Factor: Google Adwords features; Adwords Policies; Google Adwords Distribution; Google Adwords Pricing and Ranking; Internet Position Performance; Google Online Account Creation and Navigation; Google Keyword Matching; Google Location Targeting; Google Web Text Ad Creation; Google Online Reports, Analytics and Conversion Tracking
Authority Internet Sites: Definition, Authority Site Formula, Visitor Optimisation, Contact Optimisation, Creative Online Marketing, Anatomy of an Authority Site, General Domains, Sub Domains, Creating an Effective Authority Site, RSS Feeds, Interactivity Onsite, Consistency, Points to Blog.
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, Regionalisation of Keywords.
Factors Influencing Web Optimisation: 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.
Promoting your Website: RSS Feeds, Public Relations Writing, Articles and Press Releases, Web Public Relations Campaign Management, Online Articles and Print Media, Press Release Writing, Successful Article Writing, Effective Press Releases, Media Outlets, Outsourcing, Dealing with Distribution Companies, Frequency of Press Releases and RSS Feeds.
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, Optimising Online Content, Keyword Management, When to use Key Words, Ratio of Prose to Keywords, Importance of Homepage Content, Images and Art Text, Importance of Spell Checking, Using a Copywriter.
ADVERTISING
Strategic
Introduction to Advertising; Representative Bodies; Codes of Practice; Relationship between Advertising, Advertisers, Online & Offline Media and PR; Advertising Agency - Structure, Appointment, Remuneration and Evaluation; Strategic Development and the Creative Process.
Creative
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 - Key Procedures, Considerations and Methodologies; Exploring Opportunities for Integration with other Communication Techniques - Sponsorship, PR, Sales Promotion, Direct Marketing and E-Commerce.
Media
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, Characteristics, Planning, Evaluation and Scheduling; The Media as Relationship Builders - Growth and Effect; Introduction to the New Media - Internet, Interactive TV and Electronic Multimedia.
Campaign Management
Formulating Strategic Advertising Campaigns to support Branding, Segmentation and Positioning Strategies; Campaign Research and Evaluation of Effectiveness - Pre and Post Testing Techniques; Understanding Consumer Behaviour and Market Research in Advertising Composition; Integrated Marketing Communications - Definition, Key Features and Benefits.
PUBLIC RELATIONS
PR Defined; Its Role within the Promotional Mix; PR Techniques and Methodologies - Online & Offline 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.
Online PR Module Content
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 Marketing Project
The project is an important part of the course. Each course participant
is given the project brief. Participants are asked at the end of the course to produce
Pitch Proposal for their Online Marketing Campaign 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 Pitching skills.
Methods of Training
Online Lecture Modules, Subject Expert Feedback Sessions after each Module, practical case studies, end of module assignments.
etc.
Subject Experts
Fitzwilliam Institute has a panel of Subject Experts.
Possible Careers
Graduates from this programme will find the course very beneficial in terms of supporting their
primary career and also providing a platform for new opportunities in the Marketing, Advertising,
PR and E-Commerce sectors. The course also provides an excellent foundation for those who wish
to pursue further study with any of the professional bodies or academic institutions.
Who Should Apply
Anyone working in Advertising or a Marketing function in a senior or support role, or those who
wish to develop a career in this area. The course would also benefit anyone
who plans to organise their own Online Marketing strategy.
Qualifications
Successful candidates are awarded the Diploma in Online Marketing (Dip. Online. Mkt. & Adv.)
at Pass, Credit or Distinction level. The Diploma is awarded by the Association of Advertisers in Ireland.
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Start Date
Enrolment for this course will take place on the 26th March 2010.
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Course Application
Application for this course is available immediately online through our Course Payments Page.
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Course Duration
14 weeks to 1 calendar year depending on individual progress.
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Fees
€995
Fees may be paid online through our Course Payments Page alternatively payments can be made by cheque, bank draft, credit card, laser card or bank transfer.
All fees must be paid before the course begins.
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Brochure
Request a Brochure for this Course.
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of the details contained in this website without prior notice, or to cancel
or postpone courses at any time. Fees are not refundable unless a course is
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Disclaimer
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for any error or omission in this website.
Distance Learning Courses, Temple Court, Temple Road, Blackrock, Co. Dublin. Tel: (01) 283 45 79 Fax: (01) 283 45 75
"Very informative with emphasis on practical skills that are useful. Would (and have) recommended this course to friends and colleagues."...