Diploma inDigital Marketingfor BusinessDesigned for Marketers,Business Owners, Web Masters,Advertisers, Digital Productionand Public Relations Personnel

Eden Centre, Grange Road, Rathfarnham, Dublin 16Tel: 01 4953155 • Email: james@eden.ie • www.eden.ie

Starting TuesdayAugust 16th

Each Tuesday for 6 weeks

from 10:00-16:00

Course cost 1295Please Ask About Our Flexible Payment Options

This course will teach you how to create a digital marketing strategy. You will be using cutting-edge online tools and techniques to improve your company's digital marketing efforts and online presence.

Digital Strategy and Planning

• Digital Strategies• Aligning Digital Strategy with Business Objectives• Target Markets and creating digital personas• Understanding user behaviour and how to reach target audiences digitally

• Defining key success factors• How to design a digital marketing programme

B2C Content and Inbound Marketing Programmes

• Overview of B2C digital strategies• Selling online to consumers• How to create engaging content for prospects and consumers• Understanding how to choose digital platforms to distribute your content (social media, email, video etc.)

• B2C content marketing case studies

B2B Digital Marketing Programmes

• Defining online strategic and tactical digital solutions for B2B solutions

• Leveraging social media for your B2B content creation and distribution

• Understanding B2B Buyer Cycles and mapping these onto buyer personas

• Understanding how different content is appropriate at different times in the buyer cycles (website, eZines, blogs, email, webinars, videos, podcasts etc…)

• Creating web and digital presences that resonate with your personas

Social Media Channels/Platforms & Case Studies

• Overview and leveraging of Social Media Platforms (Facebook , Twitter, LinkedIn, Blogging, Youtube, Flickr, Audio, Mobile platforms)

• Social Media: Strategies, Case Studies & Measure • Online PR solutions• Digital Crisis Management

Email Marketing

• Email Marketing Solutions• Lifecycle Marketing and Lead Nurturing Solutions• Email Marketing Analytics• Writing optimized email campaigns• Choosing third party solutions ESPs

Online Sales Optimisation

• Functional Design and layout for Web Sites• Designing Prominent Calls to Action• Optimising User Experience and User Interface• Understanding Online User Behaviour• Information Architecture best practices• Analysing ecommerce applications and optimising sales funnels

Digital Measurement and Tracking Programmes

• Implementing Google Analytics• Identifying key metrics and key performance indicators• Measuring, evaluating and Improving Digital Campaigns• Creating, tracking, and analysing conversion metrics• Setting up alerts and listening programmes• Measuring effectiveness of multi-channel digital communications

Search Engine Marketing& Search Engine Optimisation

• Keyword Research• Leveraging the Google Adwords Interface• Optimising Google Adwords Account• Mapping SEO strategies with content strategies• Content Optimisation to drive SEO rankings• Overview of SEO Tools• Key Search Engine Factors• Using Google Analytics• Landing Page Design• SEO Case studies

Web Content Production and Distribution

• Creating Blogs, Webinars, Podcasts, Video• Understanding website infrastructure and tools• Cross marketing over multiple channels • Content Management Systems• Open source technologies• Useful Web 2.0 applications for content creation

Bringing it all togetherCreating and Executing Digital Plans

• Creating an integrated digital marketing plan• Costing and resourcing your digital marketing strategy• Aligning business objectives, strategy and tactical solutions• Accurately deconstructing and placing target audiences online• Creating a diverse digital infrastructure to ensure a rich digital footprint designed to engage prospects & customers• Actualising and integrating all elements of online marketing:• Implementing interactive marking programmes based on clear feedback loops

Eden CentreGrange RoadRathfarnham

Dublin 16

Tel: 01 4953155Email: james@eden.ie

www.eden.ie