Online Marketing & Advertising Course

Putting These Practical Skills Into Practice

Every Student on this Course has Full Access To A Careers Officer Who Works with you on areas such as CV Development, Interview Preparation and Communications Skills.

Students then Interview for placement in their desired area of the Industry.

95% of Students Remain in Full-Time Employment After the Work Placement Module has ended.

COURSE CONTENT

MARKETING

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; Planning Online Campaigns; SWOT Analysis, Competitor Assessment and Business Strategy; Product Portfolio Planning - Models and Management; Developing a Marketing Plan - Implementation and Control; Online and Offline 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 Online Quality Links, and Online Link Farms, Web 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, Arrival and Exit Pages, Logfile versus Online Page Tagging, Online 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 Reports, Analytics and Conversion Tracking

Authority Sites:

Definition, Authority Internet 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 Optimisation:

Domain Name Selection, Inbound Linking and the Anchor Text Factor, Landing Web 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, 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 Web Content - Importance of, Simple versus Complex Marketing Messages, Keeping a Natural Flow to your Online Content, Optimising Site 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 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.

E-commerce - Website Creation

The Business of E-Commerce & Online Marketing; Website Creation and Design; Macromedia Dreamweaver - Page Creation and Preview; Formatting and Layout; Images; Tables and Frames; Setting up Web Links and URL's; Libraries, Templates, Forms, Behaviours and Timelines; Publishing and Site Management; Script Development; HTML Development; Formatting, Links, Frames and Tables; Images and Animation ; Usability - Design and Layout Guidelines; Site Uploading - File Transfer Protocol.

Presentation Skills

Preparation and Research; Speech Content - Subject Matter and Objectives; Speech Delivery and Variety; Body Language, Eye Contact, etc.; Presentation Aids e.g Visuals, etc.; Management of Locations and Audiences; Presentation Structure.

Practical Application

All course sections include case study examples and practical activities to ensure that key elements are understood and applied. Participants will have the opportunity to prepare real world examples of Event Management and PR proposals, briefs, evaluations, marketing plans etc.

Course Project

The Course Project is a critical part of the curriculum as it requires participants to apply all practical Event Management techniques learned in the program. Groups are formed and each group is given the detailed project brief and event requirements for their Web Marketing Campaigns. The groups are then asked to present their recommendations to the examiners towards the end of the programme. Practical guidance will be offered throughout the course by lecturers and practitioners to ensure that theoretical learning is translated into practical proposals.

Personal Development

A special feature throughout the programme is the time devoted to the personal development of each individual. This includes an initial personal consultation to assess each individual and to discuss and establish future goals and aspirations. This is followed by careful preparation of a Curriculum Vitae so that each participant has a clear and well-presented CV to submit to potential employers. Other key areas in the Personal Development programme include communication skills, assertiveness training and the importance of attitude and motivation. Personal counselling is provided as required throughout the course.

Practical Work Experience

During the second part of the course placements are arranged with companies and organisations that can give course participants practical experience in the work areas in which they want to develop their careers. This phase of the course is closely monitored with regular assessment visits being made to each student and host company supervisor. It is expected that a significant percentage of these placements will lead to employment.

Methods of Training

This course offers practical industry learning through: Lectures, Discussions, Role-Plays, Practical Exercises, Projects, Case Studies, etc.

Lecturers

The Marketing Courses maintains a panel of qualified and motivated lecturers who work as a team monitoring each student's progress.

Who Should Apply

Graduates or mature applicants who are interested in developing a career in Online Marketing & Advertising.

Application Process

Graduates or mature applicants who are interested in developing a career in Online Marketing & Advertising. Selection is based on consultation and academic achievement. Early application is advisable as places are limited. If you wish to be considered for this course please download the application form here and forward it to us at info@onlinemarketingcourses.ie and contact us on 01 2834579 to arrange a consultation.

Possible Careers

Career opportunities in Event Management 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 Online Marketing & Advertising, 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 Online Marketing. The Postgraduate Diploma is awarded at Distinction, Credit or Pass level and is accredited by the Association of Advertisers in Ireland.

Start Dates

Starts 26th October 2010. The arranged work experience is completed during this time.

Venue

The Capel Building, Mary's Abbey, Dublin City Centre.

Times

Tuition is given Monday to Friday 10.00am to 4.30pm, over twelve weeks with the practical work experience phase of the course lasting approximately twelve weeks.

Students are required to attend all lectures and to be punctual at all times. If a student does not conform to these requirements or is disruptive in any way, he/she may be dismissed from the course.

Fees

€ 3,850 to include tuition and in-company monitoring. There is an additional charge of €190 to cover examination costs. Fees are payable as follows; 20% (€ 770) within 14 days of date of letter of acceptance from our company and the remainder (€3,070), 30 days prior to the date of commencement of the course. All fees must be paid before the course begins.

Brochure

Request a Brochure for this Course.

Disclaimer

Every effort is made to ensure accuracy, however responsibility is disclaimed for any error or omission in this website.

Marketing Courses as part of the Fitzwilliam Institute Group closes on Bank Holidays and for a number of days at Christmas and New Year. Marketing Courses reserves the right to postpone, cancel or alter courses without notice or to change any of the details in this web page. Fees are not refundable unless the course is cancelled by Marketing Courses.

Marketing Courses, Temple Court, Temple Road, Blackrock, Co. Dublin. Tel: (01) 283 45 79 Fax: (01) 283 45 75