Diploma - Digital Marketing
| Location : Irish Times Training, 24-28 Tara Street, Dublin 2 | |
| Price per person : €1495.00 | |
| Overview | |
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Prosperity have joined forces with Irish Times Training and The IIA to offer a new Diploma in Digital Marketing
that is FETAC accredited (level 5 minor award). 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.
The course will run for 6 consecutive Fridays, and course modules include digital marketing strategy, SEO, Online Advertising, Mobile Web, Social Media, Online PR and many more. Trainers include Krishna De, BizGrowthNews; Sandra Hennessy, Dynamic Web Marketing; and Jacinta Walker, Carat. In designing this FETAC accredited Diploma, we have identified the core skills required for effective digital marketing, identified the best trainers - who are all industry practitioners - and draw on our considerable experience in course delivery. |
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| Internet Marketing FETAC MINOR AWARD Level 5 | |
| The Internet Marketing FETAC Minor Award will be awarded to participants who successfully complete a Digital Marketing Plan, Search Engine Assignment and Research Plan. | |
| Timetable and Venue | |
| The Diploma will run for 6 consecutive Fridays (09.15-16.30) from the 1 July - 5 August and will be held in the Irish Times Building, 24-28 Tara Street, Dublin 2. | |
| Course Modules | |
| 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 - Search Engine Optimistation | |
| 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 3 - 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 4 - 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. | |
| Module 5 - 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 6 - 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. Darragh Doyle, Boards.ie, will guest lecture in this module bringing his extensive knowledge of blogging to bear. | |
| Module 7 - 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 8 & 9 - 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 10 - 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 11 - 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 12 - 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 13 - Future Digital Trends | |
| In this module we will look at the latest trends and technologies including Web 3.0, Semantic Search, Convergence of Digital channels: Web/Mobile/TV. You will attain an understanding on how future trends will offer a far richer and more interactive 'always on' digital experience, and how they will make for more intimate, mutually beneficial interaction between business and consumers. | |
| About the Speakers | |
| Mr Gareth Dunlop (Managing Director) | |
| Ion Online Marketing | |
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Gareth is the Managing Director of Ion, a leading digital strategy and marketing company, headquartered in Belfast and with major clients in
15 countries. Prior to that he was the Managing Director of Tibus, the largest and most successful web development agency in Ireland, from 2002
to 2009. Involved in the internet since 1996, he has gained massive commercial experience advising blue chip clients in Ireland, UK and Europe
on internet strategy and best practice.
Chairman of WeddingsOnline.ie and a past Board Member of the IIA, Gareth writes & lectures extensively on internet related matters. He occupies regular columns in SiliconRepublic.com and the Irish Independent in the Republic of Ireland, and Business Eye magazine in Northern Ireland. |
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| Ms Sandra Hennessy (Director) | |
| Dynamic Web Marketing | |
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Sandra Hennessy has over 8 years experience in Internet marketing and in developing user-friendly, accessible websites for a range of SME's
throughout Ireland. Earlier this year Sandra has taken the plunge and set up her own business, Dynamic Web Marketing. Sandra's primary area of
expertise is in Search Engine Optimisation having successfully optimised websites for a large portfolio of clients from small enterprises to
large corporate websites.
Sandra is listed as an e-business mentor with several Enterprise Boards and provides e-business supports and training through Enterprise Boards and F�ilte Ireland clients under the Web Check initiatives in Dublin and the South East. Dynamic Web Marketing provides a range of internet marketing services including search engine optimisation, email marketing, pay per click advertising, social media and e-business training. |
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| Mr. John Ring (Managing Director) | |
| RingJohn.com | |
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John is Managing Director of RingJohn Ltd - Ireland's premier search marketing agency.
Having founded the company in 2002, RingJohn went on to become the 1st Google Adwords-Qualified Agency in Ireland. RingJohn now works with International clients in many competitive industries including finance, insurance, travel, dating, office space, automotive, retail, recruitment, property and legal services among others. The company offers a full range of services relating to search marketing in both paid advertising and organic Google optimisation. RingJohn deals with multiple countries and languages for our clients with budgets big and small. A National University of Ireland qualified trainer, John is a recognised search marketing expert and has trained 2,000 owner-managers and marketing managers in Ireland since 2006. |
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| Mr Eoin Kennedy (Director, Engage Online) | |
| Slattery Communications | |
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Eoin Kennedy joined Slattery Communications in 2000 and has over 10 years experience working in the technology Public Relations arena.
He is Director of Engage Online, Slattery Communications online PR offering - recognising that the communications environment has changed
for good, the company offers the consultancy know how and technology to maximise these new oportunities for clients.
Some of the companies Eoin has represented include Compaq, Hush, eircom net, Apple, and Sun Microsystems. Eoin is currently Vice Chair of the IIA Board of Directors and is also a member of the IIA Social Media Working Group and of the communications committee of the Dublin Chamber of Commerce. |
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| Mr. Conor Pope (Journalist, Broadcaster & Author) | |
| Irish Times | |
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Conor Pope is an awarding-winning journalist, broadcaster and best-selling author. He has worked in an online environment with The Irish Times
website for over 14 years and since 1996 has played a formative role in the development of online news and information services in Ireland.
He has trained dozens of journalists for roles in a hectic online news environment and is uniquely placed to offer insights into the most effective
ways in which to grab and hold the attention of an online audience.
In addition to his work on the Web as Pricewatch editor of The Irish Times he also writes extensively about consumer issues, has a weekly radio slot on the Ray Darcy Show on Today FM, appears frequently on radio programmes presented by George Hook, Marian Finucane and Matt Cooper to name just three. He presented RTE One's popular Living Lightly programme which was broadcast before Christmas 2009 and again in the summer of 2010. |
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| Ms Krishna De (Brand Engagement Strategist) | |
| Biz Growth News | |
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Krishna De is an award winning brand engagement and digital marketing author, mentor and commentator. She is co-Founder of Ireland's social media
unconference 'PodCamp Ireland', is a member of the Social Media Working Group of the Irish Internet Association and is the social media expert on the
faculty of the Digital Marketing Institute.
Krishna's expertise in digital influence and social media communications and engagement is featured in the new book 'World Wide Rave' by best selling author David Meerman Scott, published by Wile. Krishna is also the author of '42 Rules of Marketing in a Recession' and 'Managing Your Personal Brand Online: How to Master the 7 Keys of Professional Success in a Digital Age' which will be published in 2009. And of course as you might expect, you will find Krishna networking online including at Facebook, Flickr, LinkedIn, Twitter and YouTube. |
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| Ms Niamh Phelan (Web Analytics Consultant) | |
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Niamh moved to iQ Content from Aviva Insurance, where she developed her expertise in combining business intelligence with web analytics to drive
changes on websites. Her role as an analyst in IQ Content will predominantly focus on web analytics, allowing her combine her Business Intelligence
and E-commerce interests.
In 2007, Niamh achieved First Class Honours in the Management Science Masters (MMgtSc.) in the Michael Smurfit Business School, UCD. Her dissertation, entitled "The application of Decision Science techniques to E-commerce Optimisation", was awarded the Perry Prize for most innovative dissertation proposal in 2007. The completed research was also awarded the Perry Prize for best dissertation in Management Science. Niamh also holds a BSc. (Hons.) in Computer Science from UCD. Niamh has extensive development experience, including PL-SQL, Java, Unix, Adabas Natural and Data Warehouse design, implementation, testing and support. |
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| Mr Andrew Jenkinson (Technical Director & Co-Founder) | |
| vStream Digital Media | |
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Andrew Jenkinson is Technical Director and co-founder of vStream, the online video and digital marketing experts. Andrew holds a BSc in
computer application from Dublin City University and a Masters in Innovation and Technology Management from the Smurfit School of Business.
With over 12 years experience in the software industry, during which he was co-founder and VP of Engineering of Irish technology start-up SteelTrace (acquired by US Multinational Compuware in 2006 for USD €20M), Andrew founded vStream with Niall O'Driscoll in 2007. Andrew and Niall have known each other for 24 years. Since co-founding vStream, Andrew has developed digital strategies and managed online marketing projects for Kopparberg, Irish Life, Coors Light and Aer Lingus. In 2008, Andrew was nominated as 'Internet Marketer of the year' in the IIA Net Visionary Awards. Andrew has been published in a number of journals including the Irish Marketing Journal, UCD business connections and Marketing Age. Andrew has also enjoyed as successful second career as a musician, founding and managing Irish independent band New Colour Soul, who achieved top 20 chart success and a Meteor music award nomination among their many accolades. |
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| Mr Niall O'Driscoll (Director & Co-Founder) | |
| vStream Digital Media | |
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As Director of Hyperfcto Digital Media, Niall has been developing online video for nearly eight years. Hyperfecto was involved in building the
backend of one of the first online broadcast sites in Ireland in 2001, Hotpress.com as well as publishing content featuring legends such as George
Clinton, Tricky and Beyonc�. Niall produced the landmark Interactive Joycean academic platform Bloomsday 100, with writers from around the world,
including Irish contributors Eavan Boland and Nobel Laureate Seamus Heaney. He has won several industry awards including the Irish Times Most
Promising Newcomer Bursary.
Niall brings both the practical and academic expertise of image creation and aesthetics to the company, and holds a first class honours Masters in Film Theory and Production from DIT, where he graduated top of his class. Niall spent several successful years as a theatre director and was the founding manager and Director of The O'Reilly Theatre. He directed Equus, Under Milk Wood and The Trial for stage, designed the sound, light and staging for the award-winning productions of Anna Karenina for Theatreworks and Talking to the Wall for Farcry Productions. He has worked with international writers and actors of acclaim, such as Tony Award-nominated writer Connor McPherson, Emmy-winning actor Brian Cox and multi-award winning actor Stellan Skarsgård. Niall is also a long-standing active Director of www.azkids.ie which he has grown with its two co-directors Colin Sheeran and founder Brian Iredale. Since co-founding vStream, Niall has developed digital strategies and managed online marketing projects for clients including Jameson International, KPMG, Sunway Travel and The Referendum Commission. |
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| Mr Colm Grealy (CEO) | |
| Digital Reach Group | |
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Colm Grealy has 16 years' experience at the forefront of the Internet and digital media industry. Colm joined Ireland On-Line (IOL) in 1994 and was
managing director until it was acquired by An Post three years later. He remained at the helm until its acquisition by ESAT Telecom.
He went on to co-found DigiServe (a new media group that included Online.ie, IrishAbroad.com and EDO Software Services) and the Dublin Daily newspaper. In recent years, among other projects, Colm has advised O2 Telefonica on mobile Internet, advertising and new business models for the mobile sector. Visit DRG.ie |