This course will take place once a week over 13 EVENINGS- Commencing Wednesday 18th September 2013

Contact Irish Times Training to Book –  Phone Aileen Dilleen on 01-4717101 or email adilleen@irishtimes.com www.irishtimestraining.com

Irish Times Training has joined forces with the IIA to offer a Diploma in Digital Marketing. Organisations of all sizes are seeking to come to terms with the impact of the fast evolving digital world and this Diploma will enable you develop a focused digital marketing strategy that can help your organisation become more efficient and more profitable.

Course includes digital marketing strategy, SEO, Online Advertising, Mobile Web, Social Media, Online PR and many more.

Our trainers are the experts in their field and the leading lights in industry today, they include:

Krishna De, BizGrowth News, Sandra Hennessy, Dynamic Web Marketing, Gareth Dunlop, Fathom,Michelle O’Keeffe, Media Brokers, Lisa O’Dwyer, Digital Reach, Eoin Kennedy, Knudger, John Ring, Yvonne Cleary, Vuvie Media,  Antonie Geerts, Arekibo, and Conor Pope, The Irish Times.

We have identified the core skills required for effective digital marketing and identified the best trainers – who are all industry practitioners drawing on their collective experience this programme is second to none.

Module 1 – Digital Marketing Strategy
The foundation module will examine how the internet has changed the relationship between businesses and customers and what marketers need to do about it. Setting the scene for the rest of the course it will examine current trends in marketing, and how the internet affects strategy, tone of voice, media placement, and copywriting style. Using examples of global best (and worst) practice the module finishes by introducing a scorecard system for planning online marketing strategically.

Module 2 – Legal
This module will focus on the legal challenges and issues that digital marketing presents.

Module 3 – Search Engine Optimisation
This module will demonstrate how you can use search engine optimisation and marketing to drive customers to your site, how to improve your search engine ranking and how to maximise your conversion of visitors to customers. It will look at how you maintain search engine visibility and continuously improve it using trusted and transparent methods.

Module 4 – Online Video
This module looks at how you can create a community, increase brand awareness, click-through & response rates by using online video. We look at how to create, edit and distribute video. We examine where it is appropriate to use video and the impact it can have, how seeded and viral video can be used to best effect using case studies. We’ll discuss the channels on which to distribute video for maximum impact, results and returns. And, finally, we’ll examine what’s in store for video use and quality as broadband speeds improve.

Module 5 – Writing for Digital Marketing
This module will provide you with the necessary skills to express yourself effectively in an online world. It highlights the differences between writing for the web versus print media and will provide you with a thorough understanding on how to position digital content to attract and convert visitors.

Module 6 – Email Marketing and Lead Generation
This module will reveal how permission-based email marketing plays an integral part in digital marketing to increase customer reach and sales. You will find out how to write, time and test campaigns as well as gaining an insight into data protection considerations.

Module 7 – Online PR
This module will look at the changing face of public relations and the benefits of integrating online PR into your communications plan. We will examine how different online platforms and content are appropriate in varying situations, how to develop an online press release and how to monitor and manage your reputation online.

Module 8 – Website Analytics
This interactive, practical module will help you derive useful insights from website analytics. It is designed to help you get actionable insights from the traffic to your website, which can then be used to improve design and optimise traffic. You’ll be able to identify areas that require improvement and you’ll be able to measure the impact of changes implemented.

Module 9 & 10 – Social Media and Your Online Brand
Learn how to leverage your company’s presence on Social Media platforms to generate more connections, build relationships with customers and boost your bottom line profits. These two modules take an in-depth look at Facebook, Twitter, LinkedIn and other popular social networks, as well as blogging, podcasting, online video & photo sharing. It includes case studies of Irish and global businesses using social media effectively to build customer communities and manage their online brand.

Module 11 – Mobile Web
This module will equip you with the information you need to help develop your organisation’s mobile web strategy. We’ll look at how content needs to be rendered differently for mobile consumption, the various methods available for deploying content for mobile devices and the impact this has on design. You will understand how the user requirements are different in the mobile context and take a peek at future advances in mobile and what it means for your digital marketing strategy.

Module 12 – Google AdWords / Pay per click Ads
This module will show you how to set-up AdWords campaigns that are effective and increase your click through rates. You will learn what’s involved in ongoing AdWord campaign management, find out how to set your budget and how to write compelling ad copy.

Module 13 – Online Advertising
This module will show you how to plan an online advertising campaign. It will help you put together an overall strategy for display advertising, write a creative brief, determine the best media for your objectives, understand how to maximize your return on investment and show you how to correctly budget for your online ad spend.

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For more contacts contact Deirdre Cunningham at: