Description

This module examines in detail the subject of digital marketing and its intersection of technology and business. The web is the most fertile ground for the development of new businesses, services and products. The use of dynamic websites and social media channels in businesses has grown exponentially with the explosion of mobile devices and social networking.

The development of the Internet and other digital technologies has transformed marketing. For consumers, it gives a much wider choice of products, services and prices from different suppliers and a more convenient way to select purchases. For organisations, digital media and new technology platforms give the opportunity to expand into new markets, offer new services and complete on a more equal footing with larger businesses. The module allows learners to evaluate changes and trends in the organisational environment and indicate how business may respond to these developments. Specifically, the module develops learners’ competence to develop marketing suggestions on planning, designing and implementation of a digital marketing processes through appropriate application of marketing theory.

On successful completion of this module, students should be able to:

1. Explore the Digital Marketing Fundamentals
2. Apply the principles of online marketplace
3. Create a digital marketing strategy
4. Identify a range of channels used in digital marketing campaigns
5. Monitor and evaluate the impact of digital marketing campaigns

 Programme Content, Structure and Organisation

1.      Course Overview and Introduction

·        Introduction to the course

·        Outline assignments and requirements

·        Introduction to digital marketing

2.      Digital Marketing Fundamentals

·        Difference between e-commerce and e-business

·        Multichannel marketing

·        Online presence

·        Applications of digital marketing

3.      Online Marketplace

·        Introduction to online marketplace

·        Micro-environment & Macro-environment

·        Customer analysis

·        Online consumer behaviour

·        Consumer personas & Online buying process

4.      Digital Marketing Strategy Development

·        Internal audit of digital marketing

·        Digital marketing capability

·        Setting goals and objectives

·        Market and product development strategies

·        Target marketing strategy

·        Positioning strategy

5.      Digital Media and Technology

·        Marketing mix

·        Offering digital products

·        Conducting research online

·        New pricing approaches

·        Place of purchase

·        Channel  conflict

6.      Digital Platforms

·        Customer engagement

·        Online customer loyalty and user satisfaction

·        Social Media Platforms

7.      Campaign Planning

·        Goal Setting

·        Campaign Insight

·        Segmentation and targeting

·        Budgeting

·        Integration into overall media

8.      Digital Marketing Communications

·        SEO

·        Affiliate marketing

·        Online sponsorship

·        Online Advertising

·        Email marketing

Who should attend?

The primary objective of the Digital Marketing modular course is to introduce learners to importance of digital marketing for future business growth.  This module aims to develop  learners’ competence to develop marketing suggestions on planning, designing and implementation of a digital marketing processes through appropriate application of marketing theory.

If you are interested in global and digital marketing in the business sector in general, then this course is for you!

Duration:                          10 weeks (one evening per week)

Start Date                         16^th February 2022

Trainer:                             Galway Business School

Delivery:                           Online Delivery through our E-Learning Platform Moodle/Zoom

Accreditation:                Quality and Qualifications Ireland

Cost:                                    Members / Non Members €525

Entry Requirements

• This course is at Level 6 on the National Framework of Qualifications (NFQ).
• Standard applicants: Leaving Certificate with 5 passes or a QQI Level 5 equivalent
• Non-standard applicants: Mature learners (over 23)

Please book online to secure your place

For more information please contact Lijana at 086 0679838 or  lkizaite@shannonchamber.ie 

Training Cancellation Policy: Training courses which are cancelled over 3 days in advance of scheduled training date shall incur no cancellation fee. Training courses which are cancelled within 3 days of scheduled training date shall incur a cancellation fee equal to 50% of the cost. Registrants who give less than 24 hours notice or fail to attend training will be charged 100% of the full fee.

Shannon Chamber Skillnet is co-funded by Skillnet Ireland and member companies. Skillnet Ireland is funded from the National Training Fund through the Department of Education and Skills.

For further information please visit www.skillnetireland.ie

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