QQI Level 5 Certified in Digital Marketing

Start date: 03 October 2019

Duration: 6 Days Thursdays 9.30am-4.30pm on following dates: Oct 3rd, 10th, 17th, 24th, 31st and Nov 7th

Location: The Mill Enterprise Hub Drogheda

Certificate: n/a

Cost: Non-Member €945 Member €755

Programme overview

Award: QQI Level 5 Certified in Digital Marketing (5N1364).
NFQ Credit value: 15 Credits.

This course will provide you with the skills and knowledge to understand the fundamental digital marketing planning concepts for an organisation together with key factors involved with the implementation, evaluation and measurement of running successful Digital Marketing and Social Media campaigns. This 6 day course will arm you with the tools you need to scale up your business, increase your turnover and beat the competition by optimising your online presence, perfecting your advertising, social media & email marketing skills. Plan and implement a digital marketing and eCommerce strategy.

Learning Outcomes

By the end of the course each learner will

Have an understanding of what digital marketing is and how to use it to benefit and increase their business and turnover

Learn how to plan and implement a digital marketing strategy

Understand how to use SEO to optimise the online presence and accessibility of their business

Master pay per click advertising

Learn how to use Google Analytics to diagnose your business and look for opportunities

Learn how to use email marketing, facebook, instagram, youtube, twitter and blogging for business

Master Digital Display Advertising

Learn how to devise and implement a successful eCommerce strategy

Who is the course for

This course is very suitable for anyone who wants to develop their business by using Digital Marketing and eCommerce. It is for anyone working in a Marketing role, who wishes to acquire eBusiness skills or for business owners who wish to take advantage of the internet as a channel for doing business.

Modules

Introduction to Digital Marketing 

This course will provide you with the skills and knowledge to understand the fundamental digital marketing planning concepts for an organisation together with key factors involved with the implementation, evaluation and measurement of running successful Digital Marketing and Social Media campaigns.

Covered on this module

Introduction to the SureSkills Diploma in Digital Marketing

Logistics & key Digital resources

Overview of the course and assignment

Overview of the Digital Marketing landscape

Digital Marketing channels  Benefit and Importance of content and inbound marketing

Case studies

Search Engine Optimisation (SEO) 

Search engine optimisation (SEO) involves achieving the highest position or ranking in the organic listings in the search engine results pages (SERPS) across a range of keywords or phrases entered by search engine users. SEO is one of the most cost-effective digital marketing techniques, but also one of the most challenging to get right.

Success in SEO is dependent on understanding the most important SEO ranking factors which will give you the best position and then working hard to perform better than your competitors. It is very important to stay up to date on the latest algorithm changes that Google makes. After completing this module you will have a good understanding of the principles of SEO, how to implement these techniques which will start to increase your website rankings on Google.

Covered on this module

Introduction to Search Engine Marketing

Why Search Engine Marketing is so important and how it works

The Search Engine Optimisation process

SEO planning, keyword research and analysis  On–page optimisation

Off–page optimisation

Link Building

Conversion Optimisation

Localisation and getting found in Local Search

A structured process for SEO with 10 top tips and best practices.

Pay Per Click (PPC) 

Pay per click (PPC) is an advertising model used on websites, advertising networks and search engines where advertisers pay when a user clicks on an ad to visit the advertiser’s website. Advertisers bid on the keywords/phrases they believe their target market would search for when they are looking for a product or service.

PPC campaigns can be one of the most effective forms of online marketing as your ads are visible to a targeted audience at the time when they are looking for a product or service. As PPC markets are becoming increasingly competitive, you need an effective strategy or you’re throwing money (and traffic) away. This PPC modules looks at what strategies, tools and techniques you need to achieve successful pay per click.

Covered on this module

Pay Per Click and Search Engine Marketing

The paid search market

How Google Adwords works

Setting up an adwords account

Keywords

Adtext

Landing pages

Display Network

Quality Score

Bidding

Reporting & Measuring

Mobile & Social

Further support & reading

Google Analytics 

Google Analytics is a website reporting platform. Google Analytics not only lets you measure sales and conversions, but also gives you fresh insights into how visitors use your site, how they arrived on your site, and how you can keep them coming back. You can decide what data you want to view and customize your reports, with just a few clicks. Knowing how to get the most out of your data is essential.

During this module you will get practical advice on using the tool’s full functionality. You will get a good working knowledge of the tools, technologies and data sources to improve results from your website through analysing site visitor characteristics and behaviour. Define key performance indicators and create a comprehensive measurement framework from advanced segments, to goals and multichannel analysis.

Covered on this module:

How Google Analytics works

Getting set up on Google Analytics

Privacy and Tracking codes

Understanding your visitors and improving reach

Tracking Goals

Using campaign tracking for social media

Google Analytics reports & actionable insights

Email Marketing 

Email is one of the quickest and most cost-effective ways to promote your business, to get back in touch, to generate enquiries and drive sales. To be successful, an email campaign needs planning, realistic goals, timing and a secure platform to support it.

In this module you will learn how to get a better ROI from your Email campaigns by looking at common issues within all aspects of email marketing, from planning, setting realistic objectives and strategies, through to improving deliverability.

Leave this session with a new or refined email marketing strategy for your business and a stack of tips and tools to help you

Covered on this module:

Understanding email marketing best practices

Identifying ownership and where email marketing sits

Briefing on the latest privacy laws and guidelines

Building and segmenting your database

Understanding Email reporting

How to improve email campaign results

Strategies to improve deliverability

Multichannel marketing – integrating email with offline marketing

Matching content and offers to audiences to achieve results

Facebook & Instagram for Business 

Facebook:

How to ensure that your Facebook Page reflects your visual identity or that of your current marketing campaign

Understanding Facebook Page guidelines

Tips and tools for hosting competitions and promotions on your Facebook Page

Using applications to integrate your marketing Guidance managing Facebook comments

Developing a content plan that will support your Facebook marketing goals

How to increase visibility of your Facebook Page through Facebook advertising

Measuring the impact of your Facebook marketing through Facebook Insights

A checklist to help you plan for a successful Facebook campaign

Best practice tips for using Facebook Groups to host a private community

Instagram:

Get an Instagram business account

Create a winning Instagram strategy

How to Strike the Balance Between Art And Strategy

Profile Optimisation

Content Sharing

Growing Audience

Engaging Audience

Measure Success & Make Adjustments

 LinkedIn for Lead Generation:

Understanding the new LinkedIn layout for personal profiles and how to optimise it for lead generation

Best practice tips for building your business network on LinkedIn

Best practice tips for LinkedIn endorsements and recommendations

Etiquette for participating in LinkedIn Groups to help you build visibility an authority in your field

Essential tips for setting up your own LinkedIn Groups

Establishing a Company Page to promote your products and services

An overview of Linked Advertising to help you promote your products and services

Twitter, YouTube and Blogging 

Twitter

Building a community of followers on Twitter

How to create Twitter content that engages your followers

Guidelines for using Twitter for customer support

Tips and tools to for a successful Twitter marketing plan

Guidance for hosting contests and competitions on Twitter

Tips for measuring the effectiveness of your Twitter marketing

Youtube & Blogging

Exploring the types of video that can support your marketing campaign

Platforms and tools to help you create your online videos

Platforms to host your online videos including using YouTube for business

Essential best practice tips for using YouTube in your business to host your online videos

Social Media Monitoring, Online PR & Emerging Social Media Trends:

How to stay current and competitive on the latest digital & social media trends

Rise of private groups and accounts

Conversational commerce through messenger and Chatbot

Being more transparent  Influencer marketing

New social media networks

Live feed & Story updates

User-generated content

Employees are the trusted influencers

Analytics dashboards

Paid advertisements

Augmented reality

Referral traffic and organic reach

While we certainly couldn’t have predicted the data breaches of 2018, it was still a landmark year of change and public trust for brands. 2019 and beyond will bring more new, interesting features that we hope will drive the social conversation forward for brands. The trust relationship between brands and consumers will be rebuilt through private groups, transparency reports and employees as influencers.

Digital Display Advertising

During this session you will be introduced to the ever-growing area of Display and Banner advertising, which now plays a pivotal role in every organisations marketing strategies.

Our lecturer will introduce us to the key topics. i.e. What is display advertising, formats and publishers, planning and pricing a campaign, getting creative in the process, tracking and reporting of the campaign, Smart Banners as well as helping participants understand the components of online advertising success and enable the students to be able to understand and construct and their very own online media campaign.

Covered on this module

What is Display Advertising?

Market trends

Display Advertising Formats

Publishers & monetisation

Pricing

Planning a campaign

Creative & SMART banners

Tracking & reporting

Mobile Marketing

Mobile is growing faster than any technology before; the trend of consumers favouring mobile devices is very strong in Ireland – with an explosive growth in smartphone and tablet ownership in the last year. With 10,000 iPhones sold in Ireland every week, 3 in 4 Irish are currently own a smartphone while 2 in 5 are estimated to own a tablet. Local is a major component of mobile search traffic, after looking up a local business on smartphones, 61% of users have called the business and 59% have visited. With this in mind it’s not just your websites that needs to be mobile, you need to make sure that everything you do on the Internet works on a mobile platform.

Covered on this module:

Mobile traffic v’s desktop traffic

Smartphones in demographics

Mobile browsing  Social Media Marketing and mobile

Mobile Apps

Mobile commerce

Mobile Advertising

Mobile Marketing Tools

Mobile Landing Pages

SMS

Current and Future Trends

Best Practice Case Studies

Planning and Implementing a Digital Marketing Strategy  

Your business needs a clearly defined digital strategy to grow online. In order to do this you need a clear and coherent framework for producing a compelling digital marketing plan and this is ultimately about using best practice web analytics techniques to drive commercial value from digital marketing. This module will help you create a digital strategy that is directly focused at your digital target market.

Covered on this module:

Bringing it all together

Overview of the course assignment

How to create a Digital Marketing plan

Core components of a Digital Strategy

Frameworks to follow

Setting business objectives and Digital goals

Trackable KPI’s

Developing a metrics mix

Ongoing KPI & Metrics analysis

eCommerce Strategy

Learn how to devise and implement a successful eCommerce strategy. Discover how to understand omnichannel shoppers and identify their needs. Increase transaction frequency, order value and conversion rates. Get the skills and confidence you need to optimise your eCommerce performance.

You will learn to:

Understand today’s eCommerce world, the omnichannel customer and what they value most

Grasp what is driving the eCommerce and mCommerce revolution: technologies, payments, consumer behaviour  Improve eCommerce experiences through User Centred Design and UX

See the ingredients of high-performance eCommerce sites and apps

Map the customer journey to target high value customers

Understand how to improve your conversion levels

Learn the techniques to track and optimise your eCommerce performance

Trainer Profile

SureSkills is a world leader in delivering sophisticated technology, knowledge and learning solutions to complex and challenging client requirements.  They were established in Dublin in 1993. Every day they help organisations to develop the competencies, skills and knowledge they need to fulfill their collective potential. They help their participants to leverage technology, embed knowledge and grow capability.

Their experts bring agile, practical solutions in the design, development and delivery of mission-critical technical orientated content and knowledge based programmes. Their methods are grounded in perspective and insight – the kind that comes from continuing to work with many of the world’s leading technology companies and from loving what they do.

 

 

 

Applications Closing on 25th September 2019