An innovative, 100-hour long (47 hours in class & 53 hours online tutorials), training program for marketing professionals who need to join the revolution that radically changes the marketing profession and is evolving through various digital channels and the internet.
The program prepares participants for managerial positions in digital marketing with the goal of creating a collaborative learning environment for analyzing and resolving the challenges within the digital marketing world. On this basis, program participants acquire concrete skills and competencies in the rapidly evolving digital marketing domain, preparing themselves with the essentials for a successful career in digital marketing.
Who should attend:
Through the program participants will be able to:
The Program achieves its learning objectives through dynamic lectures, case studies and small group discussions and Online Tutorials that evolves along the following dimensions:
Planning a Digital Marketing Strategy: Participants are familiarized with the fundamental concepts and issues in digital marketing, The opportunities that digital marketing offers and the implications of digital marketing. Furthermore, they acquire various tools and techniques in digital marketing such as Search Engine Marketing, Email Marketing, Social Media Marketing, etc.
Implementation of Digital Marketing Strategy: Participants learn how to develop an action plan in implementing their Digital Marketing Strategy through a coherent project structure, with milestones, deliverables and needed resources.
Measurement of Digital Marketing Strategy: Participants learn how to develop and structure a meaningful methodology to evaluate the impact and effectiveness of their Digital Marketing Plan.
The Program evolves along the following course structure:
Marketing before Digital - The goal of this introductory session is to attune participants to what marketing management is. This is accomplished by the use of a computer-based simulation where participants in small teams assume the role of the marketing management team of a fictitious company. Their task is to assess the available market data, design the next steps and implement them via the simulation interface. In this way participants will develop a brief but vivid understanding of the role of marketing and its workings. (3h)
Introduction to Digital marketing - Basic terms and insights that are used in digital marketing are given, so that we are all on the same page once we get going. (3.5h)
Search Engine Marketing (SEO) - Learning how your website can be placed higher in the Google organic results through examples and optimization techniques. (3.5h)
Search Engine Marketing (PPC) - Learning how to set up a Google Adwords campaign to bring targeted traffic to your website, while not breaking the bank. (6.5h)
Email Marketing - Find out how to collect and segment users to make a successful newsletter, both in terms of design and content, while we examine the best tools specifically designed for this. (3h)
Digital Display Advertising - Practice how to use web banners, learn what they offer and which platforms are the most suitable to set up a banner campaign. (3.5h)
Social Media Marketing - A double module on how to setup personal accounts, business pages, a facebook ad campaign and how the social world can merge with the physical one. (9h)
Mobile Marketing - Frequent use of smartphones requires a necessary ‘’know how’’ on creating campaigns that can bring results on mobile. (3h)
Analytics Workshop - Anyone can measure what’s going on in their website, but this course is all about understanding what you need to keep track of within Google Analytics. (5.5h)
Strategy and Planning - This is a course on how to create an appropriate brief for your agency, what KPIs to measure and what platform each campaign is suited for. (3.5h)
Marketing at the service of Digital: Digital marketing is the most recent and promising addition in marketing’s toolkit. However, digital marketing is the means not the goal of marketing. This session aims to give participants the opportunity to put all they have learned about digital marketing at the service of marketing. Following the presentation and discussion of a video case, participants in small teams assume the role of the marketing team for a real company, with the task of designing and presenting a digital marketing campaign. (3h)
53 hours online tutorials - In order to offer our participants a more integrated knowledge of digital marketing, we provide them with extra online tutorials on different modules, in a total of 53 hours. By completing the tutorials, participants will have to answer a quick test and score a minimum of 60% in order to succeed. Both the attendance of the tutorials and the completion of the test do not require physical presence in classroom and can be carried out whenever the participants wish. Our online tutorials are based on a careful selection and alignment of material, available online for free, allowing the participants to have a continuous, free access, with no time limitations. (53h)
Click here to download the PDDM brochure.
We would be pleased to address any enquiry you might have and to assist you in any way we can.
Tel: +30 211 800 6402