Professional Diploma in Digital Marketing

Professional Diploma in Digital Marketing

OVERVIEW

The Professional Diploma in Digital Marketing is a widely taught, industry-accredited qualification and a practical training designed to help you improve your business's online lead generation and customer engagement. Whether you are a business owner who wants to measure the effectiveness of outsourced digital marketing services or a digital marketing professional who wants to perform, measure and understand the impact of all digital marketing functions or an indivudal who wants to attain all-round skills and knowledge in digital marketing, this diploma is perfect for you.

Exclusively designed by practicing world-renowned digital marketing experts, the Professional Diploma in Digital Marketing carries the coveted Digital Marketing Institute (DMI) accreditation and associated brand recognition, which is highly sought after by employers.

CIIM is the leading Digital Marketing training provider in Cyprus, collaborating with the most exclusive international industry experts for delivering hands-on know-how which can be immediately applied to any work setting.

Dates/Time: 25 April - 22 June 2017, 08:30 - 17:00

Training Duration: 35 hours over 5 training days

Location: CIIM Nicosia ( View Map )


MODULES AND TIMETABLE

The Professional Diploma in Digital Marketing will guide participants through five days of in-depth learning in the following disciplines:

 Dates  Subjects 
 25 April  Introduction & Search Engine Optimisation (SEO)
 28 April Social Media Marketing
 18 May Mobile and Email Marketing
 20 June Pay Per Click (PPC) Advertising and Digital Display Marketing
 22 June Reporting & Analytics and Digital Strategy & Planning

Introduction to Digital Marketing

The Introduction to Digital Marketing module enables you to harness the power of Digital Marketing as a core driver of the marketing strategy for your organisation. You will understand the foundation principles of Digital Marketing, and be able to distinguish how it differs from traditional marketing

This module will also introduce you to the Digital Marketing Institute Methodology, an iterative framework that outlines the foundation tenets of Digital Marketing and the visual scheme that provides the basis for implementation of the different channels.

Topics covered include:

  • Definition of the DMI Method
  • Principles
  • DMI Tools
  • The DMI Framework
  • The DMI Quality Scale
  • Key Concepts of Digital Marketing
  • Traditional v. Digital Marketing
  • The Opportunity of Digital Marketing
  • Characteristics of Digital Marketing
  • Implications of Digital Marketing
  • Market Research v. Market Reality

Search Engine Optimisation (SEO)

The Search Engine Optimisation module examines the various tactics for enhancing your website’s position and ranking with search engines.

The module covers the key concepts and terminology used within the field of SEO and equips marketing professionals with the technical know-how, understanding and insight to build and maintain an effective SEO strategy.

You will learn about the range of specialist tools that are available to help common search engines find, view and rate websites. With this in mind, you will learn about on-page optimisation techniques and understand the process of effective keyword research and selection.

You will understand the importance of content updates and will learn about applying appropriate meta tags in order to drive site optimisation. Students will understand the concept of ranking and be able to perform a range of off-page optimisation activities to improve your site ranking and positioning, such as link building.

At the end of this module, you will be able to monitor and manage your SEO activity by setting a baseline and regularly measuring activity against expectation. You will also be aware of data protection and privacy issues associated with SEO.

Topics covered include:

  • Key SEO Concepts
  • Search Results & Positioning
  • Benefits of Search Position
  • Stakeholders in Search
  • Mechanics of Search
  • On-Page Optimisation
  • The SEO Process
  • Customer Insights
  • Analysis & Review
  • Keyword Research & Selection
  • Content Updates & Layout
  • Meta Tags
  • SEO Site Map
  • SEO Google Search Console
  • Off-Page Optimisation
  • Inbound Links & Link Building
  • Ranking
  • Laws & Guidelines

Social Media Marketing (Part 1)

The first Social Media Marketing module enables you to effectively engage with customers across a diverse range of social media platforms.

You will appreciate the emerging trends in the social media space and the opportunity afforded by the ‘always connected’ social consumer. You will recognise the suitability of different social platforms for your aims and objectives, and appreciate the challenges of social media.

You will be able to select and prioritise different goals for your organisation, your customers and your products and services, as well as recognise the different social media communication styles that apply to different audiences.

This module covers the key concepts and terminology used in social media, and you will be able to configure social media accounts across Facebook, Twitter, LinkedIn, YouTube and Google +, as well as learning about the new emergent social platforms.

Understand how to implement appropriate privacy settings across your social media, and develop profiles that engage across a range of social media platforms.

Topics covered include:

  • Key Concepts
  • Social Media Goals
  • Setting Goals and Priorities
  • Facebook Features
  • Facebook Newsfeed
  • Facebook Insights
  • Facebook Business Page
  • Twitter Features
  • Twitter Engagement
  • LinkedIn Setup & Profile
  • LinkedIn Features
  • LinkedIn Company Page
  • Google+ Setup
  • Google+ Features
  • Google+ Insights
  • Google+ Analytics
  • Google+ Brand Page
  • YouTube Setup
  • YouTube Channels
  • YouTube Channels
  • YouTube Features
  • Tumblr
  • Blogging

Social Media Marketing (Part 2)

The second Social Media Marketing module explores how to implement social advertising features to build and sustain relationships with customers. You will appreciate the challenges of implementing an effective Social Media strategy for your business, with a focus on the importance of listening as the critical starting point.

Addressing social media platforms such as Facebook, Twitter and LinkedIn, you will learn how to use advanced features such as Events, Groups, Promotions, Offers and Jobs. You will also be able to implement social plug-ins and integrate third party applications, such as ecommerce.

Learn how to set suitable goals for your chosen social media platforms, and create and manage your campaigns to budget and schedule.

You will be able to accurately measure the effectiveness of your social media campaigns using analytics, and be able to evaluate information about budgetary spend against baseline expectations.

Lastly, you will be aware of privacy and data protection issues associated with social media marketing.

Topics covered include:

  • Implementing Social
  • Social Listening
  • Content Planning
  • Scheduling Tools
  • Facebook Advertising
  • LinkedIn Groups
  • LinkedIn Advertising
  • Twitter Advertising
  • Pinterest
  • Instagram
  • Snapchat
  • Facebook Insight
  • Google+ Insight
  • YouTube Insight
  • Facebook Analytics
  • Twitter Analytics
  • LinkedIn Analytics
  • Laws & Guidelines

Mobile Marketing

The Mobile Marketing module focuses on utilising the power of mobile technologies as a way to access increasingly mobile consumers.

You will understand emergent trends within the mobile space, and recognise the new opportunity afforded by “always on” mobile devices when interacting with specific audiences based on context and location.

This module covers the key concepts and terminology used within the field of mobile marketing and will equip you with the technical knowledge and skills to build and maintain an effective mobile marketing strategy.

Learn how to run effective SMS campaigns and explore technologies such as NFC, Mobile Sites, Apps and Bluetooth. You will recognise the importance of suitable campaign messaging, and the need to validate marketing activity with campaign trials, review and ongoing analytics measurement.

Apply our six step process for designing and developing effective Mobile Apps and understand how mobile marketing integrates with the latest advances in social media marketing. The module also covers data protection and privacy issues associated with mobile marketing.

Topics covered include:

  • Key Mobile Marketing Concepts
  • Trends in Mobile
  • Opportunities & Risks
  • Mobile Devices
  • SMS Content
  • SMS Strategy
  • Mobile Advertising
  • Mobile Optimised Websites
  • Mobile Apps
  • Attributes of Effective Apps
  • DMI 6 Step Process for Mobile Apps
  • Proximity Marketing
  • Bluetooth
  • QR Codes
  • Mobile Coupons & Ticketing
  • Implementation
  • Strategic Steps
  • Marketing Goals
  • Review & Testing
  • Key Trends
  • Social Media Channels
  • Laws & Guidelines

Email Marketing

The Email Marketing module covers industry best practices for creating and delivering effective email marketing campaigns.

The module covers the four foundational aspects of email marketing: Subscriber Management, Email Design, Delivery and Reporting. You will learn how to develop and manage a subscriber database, and become familiar with the features within third party email systems and solutions.

You will be able to plan a marketing segmentation strategy for your target audience and recognise what makes for good email design in terms of user centric content, coherent layout and an attractive design.

Students will understand what split testing entails, and will be able to use key metrics to report on the effectiveness of your email marketing campaigns, including open rates, click-through rates, unsubscribes and bounces.

You will be able to monitor and evaluate email marketing analytics, and be aware of data protection and privacy issues associated with email marketing.

Topics covered include:

  • Key Email Marketing Concepts
  • Campaign Process
  • Online Data Capture
  • Offline Data Capture
  • Segmentation
  • Email Design
  • User Behaviour
  • User Characteristics
  • Email Copy
  • Email Structure
  • Email Delivery
  • Email Systems
  • Filtering
  • Scheduling
  • Measurement
  • Key Terms & Metrics
  • Split Testing
  • Laws & Guidelines

Pay Per Click (PPC) Advertising

The Pay Per Click module demonstrates how to implement and manage search advertising campaigns. Lectures will cover the key concepts and terminology used within the field of PPC and will equip you with the technical understanding and skills to build and maintain an effective PPC strategy.

You will understand the fundamentals of search marketing and appreciate the mechanics of how PPC systems function. Students will develop advanced keyword research and selection skills and learn how to apply these to Adwords campaigns.

You will be able to analyse current Search Marketing activity and target your campaign to key audience groups in order to enhance and improve click through rates. You will recognise the features of strong ad copy, and develop your skills in writing compelling ads.

Learn how to set and manage budgets for Adwords campaigns, and measure and analyse their effectiveness by exporting detailed campaign management reports in order to see how they align with established baseline expectations. You will also be aware of relevant data protection and privacy issues associated with PPC.

Topics covered include:

  • Key PPC Concepts
  • Strengths of Pay Per Click
  • Keyword Research
  • Google PPC
  • Research Tools
  • Search Campaign Process
  • Keyword Selection
  • Ad Copy
  • Landing Pages
  • Targeting
  • Budgets
  • Scheduling
  • Display Networks
  • Ad Centre
  • Campaign Management
  • Conversion Tracking
  • Conversion Metrics: CPA, CTR
  • Bidding
  • Analytics
  • Laws & Guidelines

Digital Display Marketing

The Digital Display Advertising module equips you with the skills and knowledge to implement and manage effective digital display campaigns.

The module covers the core concepts and terminology associated with digital display advertising, and explores what is involved in developing and managing effective ad campaigns.

You will develop a comprehensive understanding of the creation and deployment of digital display advertising, learning about the wide range of ad display formats and how to select the most appropriate ad format for your campaign target audience.

You will be able to develop clear campaign objectives and measure and optimise your campaign based on firm results analysis. Students will be able to research and use a range of campaign publishers, and know what pricing metrics such as CPM, CPC, CPL and CPA entail commercially.

You will also learn how to use the standard Digital Media Planning Process to obtain the best possible return on your digital display advertising efforts.

Topics covered include:

  • Key Digital Display Concepts
  • Benefits of Digital Display
  • Challenges of Digital Display
  • Business Value
  • Running Effective Ads
  • Ad Formats
  • Ad Features
  • Ad Display Frequency
  • Campaign Planning
  • Campaign Steps
  • Target Audience
  • Campaign Objectives
  • Campaign Budget
  • Creative Formats
  • Targeting
  • Tracking your Campaign
  • Optimising the Campaign
  • Laws & Guidelines

Reporting & Analytics

The Analytics module enables you to fully measure, monitor and optimise your Digital Marketing activities.

You will learn how to build an online reporting structure for your business, and learn about the range of specialist tools that are available to help you understand how to measure and monitor online traffic.

You will understand the rationale and business benefits of adopting a formal analytics programme, and learn how to set up accounts, profiles and permissions to apply analytics tracking across your websites.

Discover how to align business KPIs with your analytics goal configuration, and utilise the features of Google Analytics to develop a detailed profile of your target audience’s location, demographics, technology, devices, interests and more.

Learn how to assess the effectiveness of your website’s technical performance and download speed, and how to measure levels of user engagement and conversion by tracking activities such as downloads, video views, purchases and registrations etc.

Create and schedule customised reports and explore the real time and intelligence reporting capabilities of Google Analytics. As with the other modules, you will also be aware of data protection and privacy issues associated with website analytics.

Topics covered include:

  • Key Analytics Concepts
  • Goal Set-up
  • Account Set-up
  • Analytics Code
  • Analytics Profiles
  • Goal Configuration & Funnels
  • Audience
  • Dashboard
  • Technology
  • Advertising
  • Adwords Campaigns
  • Traffic Sources
  • Scheduling & Delivery
  • Bounce Rate
  • Site Speed
  • Site Search
  • Events
  • Conversions
  • eCommerce
  • Reporting
  • Real Time Reporting
  • Intelligence Reporting
  • Customised Reporting
  • Laws & Guidelines

Digital Strategy & Planning

The Strategy and Planning module provides a structured approach for bringing together all the strands of the Professional Diploma in Digital Marketing, to create a coherent Digital Marketing Plan.

This module is based on the Digital Marketing Institute Methodology, which incorporates a nine step process based on three distinct parts. Part one includes a situation analysis exercise, a formal information gathering process, and an audience definition exercise.

Part two develops a set of clear and meaningful objectives for the Digital Marketing Plan. Appropriate tools are selected on the basis of the anticipated audience(s), and objectives and budget are set based on the channels detailed within the Digital Marketing Institute Framework.

An action plan is developed to provide a coherent project structure, including milestones, deliverables and resources. Part three of the Digital Marketing Institute Methodology emphasises the importance of an iterative process of monitoring, analysis and enhancement based on performance.

The Strategy and Planning module provides you with the skills to create a formal Digital Marketing plan for your organisation, which will allow you to implement a successful and effective Digital Marketing strategy.

Topics covered include:

  • Key Strategy & Planning Concepts
  • First Steps
  • Planning
  • Situation Analysis
  • Information Gathering
  • Target Audience
  • Setting Objectives
  • Appropriate Tools
  • Action Plan
  • Setting the Budget
  • Measurement
  • Iteration & Enhancement
  • Laws & Guidelines

EXAMINATION

The assessment for the Professional Diploma in Digital Marketing is based on a formal computer based examination that will measure individuals knowledge and Digital Marketing proficiency. The exam can be taken within 6 months following completion of the programme.

The exam is based on three formal online papers with a total duration of 180 minutes.

The passing score of each exam is 60% and the exams consist a range of different question formats including Text based Multiple Choice, Image based Multiple Choice, Matching and Hot Spot questions.

The examination fees are 140 GBP for the first examination attempt and 45 GBP for subsequent attempts. The exam application and fees are submitted directly to the Pearson VUE test centre in Cyprus.

Further details and advice about the exam procedure will be given during the 5-day training programme.


WHAT YOU CAN EXPECT

Through dynamic lectures, case studies and small group discussions, you will be exposed to the latest methods, techniques and tools for improving your organisation’s Digital Marketing and brand-building efforts.

The Digital Marketing Institute’s panel of practitioner-lecturers has specifically structured the curriculum to focus on current trends and best practices in Digital Marketing. As well as creating innovative strategies, you will also learn how to leverage these strategies to gain competitive advantage for both your business and your career.

The Professional Diploma in Digital Marketing will provide the opportunity to enhance your know-how for measuring the ROI of outsourced digital marketing activities as well as deliver the all-round tools and techniques for managing successfully all digital marketing functions. Specifically, the Professional Diploma in Digital Marketing will help you to:

  • Gain a clear understanding of the value of Digital Marketing and why it is a vital component of your overall marketing strategy
  • Plan, create and effectively manage Search, Social Media, Mobile and Email Marketing campaigns
  • Integrate your Digital Marketing plans into your overall marketing strategy
  • Drive new visitor traffic to your website while improving online conversion rates
  • Understand how Digital Marketing can help you grow your business, domestically and internationally
  • Identify various online applications and resources that can help build effective and profitable websites
  • Measure and analyse the visitor traffic to your website to continuously develop and improve your Digital Marketing efforts

WHO SHOULD ATTEND

This training programme is suitable to anyone responsible for developing or implementing an organisation's online strategy or anyone who would like to pursue a career in this Digital Marketing, including:

  • Professionals of all levels and disciplines that want to take up a more specialist role within the overall marketing domain
  • Marketing Managers and Executives
  • Communication Specialists
  • Webmasters
  • Business owners
  • IT Manages and Executives
  • Anyone who want to upskill in Digital Marketing

FACULTY

All CIIM Executive Education programmes are developed and taught by CIIM resident and visiting faculty who are widely recognised as skilled professional trainers with local and international business experience. Through many years of business consulting and teaching experience, CIIM faculty develop innovative long-lasting practical concepts that shape the practice of your daily professional responsibilities. The result is a practical educational experience which is designed to have an immediate effect into your business environment.

Jeremy Spiller

Jeremy Spiller ( View Bio )

Expertise: SEO, PPC, Analytics, Content Creation, Content Outreach, Social Media Marketing, Digital Marketing Strategy

Trainer of the Introduction & Search Engine Optimisation (SEO) modules

 

Tanya Hemphill

Tanya Hemphill ( View Bio )

Expertise: Social Media Marketing, Content Marketing, Digital Strategies

Trainer of the Social Media Marketing modules

 

Rob Thurner

Rob Thurner ( View Bio )

Expertise: Mobile Marketing, Email Marketing, mCommerce, Digital Branding, Analytics, Digital Marketing Strategy

Trainer of the Mobile and Email Marketing modules

 

Cathal Melinn

Cathal Melinn ( View Bio )

Expertise: PPC, Digital Display, Analytics, Digital Marketing Strategy

Trainer of the Pay Per Click (PPC) Advertising, Digital Display Marketing, Reporting & Analytics, Digital Strategy & Planning modules

 

Trainer Bio

Jeremy is the CEO and Co-Founder of White Hat Media, an award winning digital marketing agency in the UK which specialises in web marketing and search engine optimisation (SEO) services.

During his 14 years training experience, Jeremy has been recognised as the Trainer of the Year and has worked with leading international brands and companies including Microsoft, Toshiba, the NHS, Hitachi, Yell, McCann Ericksson, Vodafone, John Lewis and many more.

He is a visiting faculty at well known universities and business schools and has delivered numerous executive digital marketing seminars in New York, London, Paris and Hanoi.

Trainer Bio

Tanya is the Founder of Ti22 Digital, a specialist digital strategy and training company based in the UK. She helps clients develop their digital strategy, improve their online communications and increase sales/leads. As the former MD and Founder of an award-winning public relations agency, Tanya specialises in social media strategy and content marketing. She has worked with companies such as KMPG, Ingredion, PhS Datashred, Harvey Nash and John Lewis, to name a few.

She’s passionate about digital marketing and has worked in the industry for over 17 years (pre-Google). Tanya delivers face-to-face training for Google Digital Garage, the Chartered Institute of Marketing and the Digital Marketing Institute. She has an MSc in Digital Marketing Communications (with Distinction) from Econsultancy, in partnership with Manchester Metropolitan University (MMU). Tanya is an Associate Lecturer at MMU – delivering post graduate modules on the MBA, International Brand Strategy and Digital Marketing Communications.

Throughout her 22-year professional career, Tanya has had a number of academic and professional articles published, delivered keynote talks and ran webinars. She is currently working on the 7th edition of the Pearson textbook ‘Digital Business and E-commerce Management’, which is due to be published in 2018.

Rob Thurner

Rob is an award winning digital marketing strategist and trainer specialising in mobile marketing and mCommerce. He helps businesses develop their digital strategy, refine customer journeys, improve user experiences and increase online sales. His clients include American Express, CVC Capital Partners, Evolution Gaming, HSBC, John Lewis, O2, Paddy Power, PwC and global agency networks Dentsu Aegis, Havas, IPG, Omnicom and WPP.

He’s passionate about helping businesses build the digital skills and capabilities for their teams. Rob delivers face-to-face and online digital training for Google Digital Academy, the IDM, Econsultancy, the Digital Marketing Institute, emarketeers, the Knowledge Engineers and B2Bmarketing. He also lectures at HULT Business School and Kingston University.

Through his 24-years professional journey, Rob has written 3 Mobile best practice books, chairs conferences, delivers keynotes and runs webinars for Smart Insights, Econsultancy, MobileMarketingMagazine and Internet Retailing.

Trainer Bio

Cathal is a well-known senior digital marketer with over 12 years’ experience specialising in paid search (PPC), online display, video, digital strategy and analytics.

He’s been working in search marketing since 2005 when he joined Yahoo! during the best years of their performance, working as a Senior Search Strategist with large international clients in both Dublin & London.

He spent a number of years working as Head of Search Marketing in various digital marketing agencies and now works as Digital Media Manager with responsibility for digital strategy, campaign optimisation and student acquisition at the Digital Marketing Institute.


APPLICATION

Programme Fee: €1,650

HRDA Subsidy: €420*

Programme Fee after HRDA subsidy: €1,230*

*This programme has been approved by the HRDA. Organisations participating with their employees, who satisfy the HRDA's criteria, are entitled to the subsidy.

Due to CIIM's non-profit status, no VAT is charged. Fees include tuition, educational material, coffee breaks, refreshments and lunch.

Special Discounts:

  • 10% discount for 3 registered employees attending from the same organisation
  • 15% discount for 4 registered employees attending from the same organisation
  • For larger group bookings from the same organisation please contact us
  • CIIM Students and Alumni who will attend the programme without participating through their organisations will benefit from a 25% discount on the fee before subsidy and can remit their payment in instalments. CIIM Students and Alumni attending as employees of a company and will apply to the subsidy, will benefit from a 15% discount on the net fee of the programme. Please contact us for further information.
  • Unemployed individuals will benefit from a 15% discount on the fee before subsidy and can remit their payment in instalments. Please contact us for further information.

To proceed with your registration, please click the button below to apply online. Reservation of seat is subject to availability.

Apply here

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