new course

Certificate in Introduction to Digital Marketing

Course Points
10
Course Duration
2 Semesters
Course Level
Level 6
Course Places
25 Places
Course Start Date
September 2019

Three great reasons to consider this course

  • Learn the principles and practices of Digital Marketing, enabling you to design and develop a comprehensive digital marketing plan.
  • Gain an understanding of how to exploit the potential opportunities provided by the rapidly changing variety of technologies involved in Digital Marketing in order to engage the ever-changing customer within a business context.
  • Students will be equipped with the knowledge and awareness of digital and interactive media and marketing, on and off -line buyer behaviour, planning frameworks for integrated marketing campaigns, search theory and use of a variety of web tools.

Course Summary

This part-time Certificate in Introduction to Digital Marketing will enable students to understand and exploit the potential opportunities provided by the rapidly changing variety of technologies involved in Digital Marketing in order to engage the ever-changing customer within a business context. Graduates will be provided with an introduction to the principles and practices of Digital Marketing, enabling them to design and develop a comprehensive digital marketing plan.

This Certificate will provide an understanding of how to exploit the potential opportunities provided by the rapidly changing variety of technologies involved in Digital Marketing in order to engage the ever-changing customer within a business context.

It will equip students with the knowledge and awareness of digital and interactive media and marketing, on and offline buyer behaviour, planning frameworks for integrated marketing campaigns, search theory and use of a variety of web tools.

The aim of this course is to empower graduates to be able to:

  1. Advise on the integrated nature of digital marketing concepts, as well as on the characteristics and behaviour of digital target markets.
  2. Evaluate the marketing opportunities provided by a variety of internet-based communication tools such as email, social media and viral, mobile and location-based marketing.
  3. Demonstrate how organisations can exploit digital opportunities for interactive communication with marketplaces and for measuring communication effectiveness.
  4. Evaluate the range of alternatives that are available for traffic building.
  5. Design and develop a comprehensive and integrated digital marketing plan.
  6. Appraise the performance of a website through web measurement, user behaviour analysis and implementation of proven strategies aimed at increasing conversion rates.
  • Marketing on the Internet: Digital and interactive media and marketing, Online versus offline buyer behaviour, Targeting Markets
  • Digital Toolbox: Websites, Email and Viral Marketing, Mobile Marketing, Video & Podcasting, Affiliate marketing
  • Traffic Building: Search Theory, Search Engine Marketing, Search Engine Optimisation, Pay Per Click advertising, Web Analytics
  • Social Media Strategies: Primary tools: opportunities and challenges, On-line customer engagement
  • Strategic Digital Marketing Planning: Framework for planning, Integrated campaigns, The future
  • Web Analytics & Conversion Rate Optimisation: Identifying goals and KPIs, Analysing website performance, Social Media Performance, CRO, Usability, Customer Experience Management
  • Practical Labs: Variety of current Web 2.0 tools

The mode of delivery is part-time and blended via DkIT Moodle. Assessment will comprise 100 % continuous assessment course work. 

Graduates of this Certificate in Introduction to Digital Marketing may be eligible for exemptions on other similar programmes within DkIT and with other providers.

Learners who successfully complete this Certificate will be offered the relevant module exemption from the DkIT BBS part-time degree.

Learners completing this may also apply to the full-time BB in Business & Management programme and, provided they meet entry criteria for that programme, will be offered exemptions for the relevant module that they have successfully completed.

All applicants will normally hold a relevant level 5 qualification (or equivalent) or higher.

We welcome all applicants and full details on how to register for part-time course are available at www.dkit.ie/admissions/how-to-apply/apply-to-part-time-courses.

This course is best-suited to:

  • Students who wish to gain an understanding and how to exploit the potential opportunities provided by the rapidly changing variety of technologies involved in Digital Marketing in order to engage the ever-changing customer within a business context.
  • Students who wish to be equipped with the knowledge and awareness of digital and interactive media and marketing, on and offline buyer behaviour, planning frameworks for integrated marketing campaigns, search theory and use of a variety of web tools.

     

Professor Colette Henry (Head of Department of Business Studies)
Phone: +353 42 9370253
Email: colette.henry@dkit.ie

Course ID DK_BDMRK_6
Level 6
Duration 2 Semesters
Credits 10
Places 25
School School of Business & Humanities
Department Business Studies
Awarding Body Dundalk Institute of Technology
Fees €500
Starting Date September 2019
Apply to DkIT

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