Programme

Detailed Programme Overview

Part-Time, Evenings with Tutorials & Workshops, September 2012 - May 2013

This Postgraduate programme option is offered on a part-time basis over 1 year, commencing in September 2011 through to June 2012. It comprises of two semesters of course work (12 weeks per semester) and the completion of two individual digital marketing assignments (one each per semester).

This option of the Postgraduate Diploma in Digital Marketing course is delivered during the evenings, therefore ideally suited to the busy professional.   the programme also comprises 4 Saturday Workshop/Tutorials where you can interrogate your lecturers as to the best strategies used to implement what you are learning throughout the course.

The venue for this Postgraduate course is Radisson Royal Blu Hotel in the heart of Dublin city (10 minutes walk from Grafton Street). The format of the lectures throughout the course is very interactive and dynamic, using a combination of lectures, study time, research options and tutorial/workshops throughout the year.

The programme content and structure provides you with functional digital marketing knowledge, a clear and precise understanding of the Internet as a marketing medium and greater strategic perspective and marketing insights.

Each semester culminates in the completion of a Digital Marketing Assignment which offers participants the opportunity to build meaningful digital marketing skills. To help you get the most out of the programme you will have access to our online learning environment where you can communicate with us, your classmates and lecturers as well as download  all course materials.

Programme Content

Digital Marketing Fundamentals

What distinguishes the Internet from other marketing channels? What are the unique characteristics of the medium we call the web and how do people interact differently through this channel. Understanding the key differences between Digital and traditional channels is key to the success of any digital marketing campaign.

The basic concepts of Digital that have driven such seismic social and economic change are introduced in this opening module. These topics give you the key foundation on which to build an in-depth understanding of digital marketing channels.

Customer as King in Digital Media

Consumer psychology is the scientific study of consumers’ behavior, motivation and decision making process. Through a more in-depth understanding of consumer psychology and the internet as a medium, marketers will be able to leverage the ability to influence consumer decisions and marketing outcomes.

The customer is the starting and finishing point for all effective digital marketing and this module focuses on how a customer centric approach and deep appreciation for consumer purchase models on the Internet are crucial to effective digital marketing.

Digital Marketing Channels

Digital Marketing Strategy provides a comprehensive framework and understanding of the power of digital marketing including the latest technologies and applications. Students will gain an all rounded understanding on how to effectively apply digital marketing effectively. Key topics covered include Search Engine Marketing, Search Engine Optimization, Social Network Marketing, Mobile Marketing, Emerging Digital Media, Online PR, Location Based Technologies and Consumer Generated Media (CGM).

Digital Marketing Strategy

This module presents the key concepts of e-Business, focusing particularly on business issues, challenges and opportunities. This module explores the implementation of information technology-enabled business strategies via Internet-based business practices. The focus is not on the technologies per se but on the business applications and characteristics of the technologies that can bring enhanced revenues, cost savings and broader market reach to organisations.

This module examines how eBusiness can be used to provide opportunities to improve an organisation's effectiveness and competitiveness in its overall strategy and functional activities through communication, coordination and transactions over the Internet and associated technologies.

Digital Marketing Management

This Management and Integration of Digital Marketing Module provides the framework to understand and analyse the online environment, consumers and competitors. Key concepts, principles and activities involved in digital marketing programs are introduced. Students are familiarised with the stages of analysis, development, implementation and control of digital marketing campaigns.

Previous Attendees

You will also have interacted and worked alongside people from a diverse range of backgrounds including experienced industry professionals all within a business-orientated environment.

Previous attendees are marketing professionals who are striving for more and recognise that their professional landscape is in a state of flux. Of course, we cannot provide the names of previous attendees, but some of the companies that they work for include:

• Jameson Whiskey
• Microsoft
• Tourism Ireland
• Barclays Bank
• Westin Hotel
• Ergo
• MCD
• Ladbrokes
• Barrettstown
• UCD
• Squire
• Lisney
• ESB

Programme Certification / Accreditation

The course is accredited as part of the European Framework of Qualifications at Level 9 (Postgraduate Diploma)

The Postgraduate Diploma in Digital marketing is currently under review by the Scottish Qualifications Authority (SQA is available at www.sqa.org.uk) for certification at Level 9 within the European Framework of Qualifications (Level 9 Postgraduate Diploma).  This accreditation will be in place in 2011 and means that your course is fully certified at university level and recognised within the European Framework of Qualifications. The SQA is Scotland's equivalent of Ireland's HETAC.

For more information on this information, please visit the National Qualifications of Ireland on www.nqai.ie and specifically the document comparing qualifications in UK and Ireland ().

The course is certified by the Digital Marketing Institute the primary industry body for digital marketing in Ireland with over 2,000 company members

In this climate, expertise is everything. Emphasis throughout this programme is placed on developing practical and pro-active digital marketing professionals. Companies in the current economic environment fully understand the content and quality of education programmes and are actively choosing industry driven courses every time.

Staff from Google, Facebook, Ebay, Microsoft, Nokia, Paypal and Accenture attend courses with the Digital Marketing Institute because they require industry driven courses, not just the academic theory.  Our cutting-edge, industry based, results-oriented programme, is widely recognised by over 2,000 company and individual members of the Digital Marketing Institute. We are setting the standard for Digital Marketing Education.

Additional Professional Certification

The course offers you the opportunity to gain additional qualifications whilst studying for your post graduate diploma to further enhance your skills and employability as a marketing professional including Google Certification in Google Adwords and Google Analytics as well as Digital Marketing Institute Certification and accreditation in Social Media Marketing.

Admission & Fees

Admission Criteria

To apply for the Postgraduate Diploma in Marketing you must meet the minimum admissions requirements:

• you must hold a recognised third level honours degree (minimum of a lower second class honours degree) from a recognised institution, along with at least 2 years working in an appropriate industry sector

or

• you must have completed an appropriate qualification and have significant and suitable experience in marketing or (or associated) role

or

• you must have equivalent industry experience or demonstrate entrepreneurial flair

Individuals whose first language is not English should have one of the following minimum English language qualifications (or equivalent):

• IELTS (min.) 6.5
• TOEFL (Paper exam 575, computer based test 232 and Internet test 91)

Fee Structure

The fee to attend this Postgraduate Diploma in Digital Marketing is €3,970.00

Payment structure is as follows:

• €1,985.00 to be paid by 14th September 2012
• €1,985.00 to be paid  by 30th December 2012

Learning Modes

This option of the Postgraduate Diploma in Digital Marketing is Classroom Based.

Classroom Based

This is the traditional learning process. We will be delivering the lectures in a modern, very well equipped classroom in Radisson Royal Blu Hotel in Dublin, Dublin, Ireland. Lectures and workshops are delivered using Powerpoint, whiteboard, flipchart and online using a PC presented on a screen through a high-quality projector.

Tutorials/Workshops

The course includes a series interactive Tutorials/Workshop. These take place throughout the course.

With some of Ireland’s leading Digital Marketing practitioners our teaching team will deliver a programme that is both rigorous and highly geared towards the reality of working as a modern-day marketer. You will be taught using a combination of the following:

• Lectures
• Case Studies
• Small group sessions
• Workshops
• Revision through Online training

Faculty

Developed and delivered by renowned industry practitioners, the program is both rigorous in terms of content and driven by the latest industry practice. Our lecturers are expert practitioners in their field. Our courses therefore provide attendees with a deep understanding of the concepts and application of digital marketing. Real life case studies and a very practical approach provide a cornerstone to our courses, ensuring that students understand both the theory and are in a position to apply this in their own work roles.

See the list of our lecturers and their profiles

Questions?

If you have any queries, or would like to express your interest in attending the course, please contact us