Course details
The internet is an increasingly important medium for businesses to use to communicate their products, brands and vision to their customers. Recent years have seen rapid growth in the field of internet marketing with returnon-investment achieving new heights, online marketing now plays an integral role in contemporary marketing practice. This course is designed for people with little experience of online marketing and who want to get started on implementing it in the workplace.
Programme Aims and Objectives
The internet has become a key medium in advertising and PR, provided new distribution channels, enhanced customer relationship management, and also generated opportunities for expansion into new markets. This course sets out the fundamental concepts of marketing combined with its application to emergent platforms online. The range of areas addressed on the course means that students finish with a firm understanding of the tools available to the online marketer, and an appreciation for the evolving practice of marketing. This course provides students with practical skills which can be applied immediately.
Programme Structure
Over the students will have the opportunity to interact in the classroom, and benefit from discussion of key topics. While this is a theory based course, a practical edge is provided with key guest speakers visiting the course. Each an expert in their field they enhance the learning experience for the student with real-life examples and case studies. The topics covered represent a broad overview of the most significant areas in online marketing, providing an understanding of the conceptual underpinnings and practical issues facing those using technology to develop their business.
Assessment
To be awarded the Diploma in Internet Marketing students will be required to submit a written assignment at the end of the course (100%).
Programme Content
An Overview of Marketing Theory and Practice Participants are initially introduced to the key concepts underpinning marketing theory. This lays the foundations for more advanced understanding and discussion of the marketing environment, marketing analysis and planning.
The Internet & Websites
This session is designed to explain the history and growth of the internet, explore recent developments and trends, key terminology and some aspects of website development.
Search Engine Optimisation (SEO)
This topic explains what SEO is and how a business can implement an effective SEO strategy to drive traffic to their website and appear high in search engine listings.
Online Advertising
Otherwise known as PPC or pay-per-click advertising. Students will be introduced to many different online advertising platforms with a focus on Google Adwords. Participants will see real-life examples and successful campaigns in action, learning the essentials for marketers wishing to maximise their return on this investment.
Email Marketing
To the backdrop of some of the biggest success stories in email marketing students will learn the value of this often overlooked tool. With massive opportunities for permission marketing students will take from this session an understanding of both how and why this is potentially a highly lucrative activity in business.
Website Analytics and Measurement
An essential element of online marketing is the use of analytics to track, measure and understand your activities using tools such as Google Analytics. Students will learn how to implement analytics and which metrics they should be tracking for their business objectives.
Relationship Marketing and CRM
This session familiarises students with the concept of customer relationship management. This is closely related to permission marketing and an important skill for any online marketer.
Social Media Marketing
This important topic focuses on the use of social media platforms and how they can be harnessed in business. Many variants of social media are addressed including social news sites, bookmarking, networking, knowledge, and sharing. Furthermore, participants will emerge with a firm understanding of how to use platforms such as Facebook, Twitter, and LinkedIn for communicating with key stakeholders.
Strategy
This session is all about the integration of marketing theory and tools learned on the course.
Updated on 08 November, 2015Course Location
About Dublin Business School
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One of these innovations is We_They Advantage. We_They Advantage is an initiative which gives students the opportunity to engage in a development programme run parallel to their academic studies that prepares students for the workplace. It has long been recognised that the role of third level is not simply to impart knowledge but to contribute to maintaining a competitive and a ‘smart’ economy, and also to play a valuable part in the holistic development of the person. Part of this development relates to the fostering of ‘transferable’ or ‘generic’ skills in inpiduals. Examples of such skills are communication skills, planning, leadership, multi-tasking etc. – skills that are essential not just in learning or work situations, but in all areas of life. We_They Advantage assists We_They students in developing these important skills.
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