The Marketing Institute of Ireland’s Digital Marketing Executive Programme is designed to equip participants with the necessary knowledge and skills to develop an effective, long-term digital marketing strategy. The part-time, 13-week programme combines the very best in marketing strategy and digital marketing methodology with practical, real-world application.
Participants will interact with leaders from Ireland’s leading Irish online success stories. All the programme contributors have managed large-scale digital marketing projects both in Ireland and abroad, and have real-world responsibility for delivering online revenues. The course also has specialists in key areas such as digital strategy (PR Smith’s SOSTAC® Planning System) and SEM (Praxisnow).
The emphasis of the programme is on providing participants with proven frameworks for implementing a digital marketing strategy and overcoming the challenges of implementation in real-life situations. An important element of the programme is the focus on marketing internationally using digital channels.
The next course begins on
Wednesday 28th March 2012 at 6:30 PM. if you have a question about our Digital Marketing Executive Programme, you can contact Ailish Hollingsworth at ailish@mii.ie or 01 295 2355.
Lecturers
You will learn from professional marketers with real-life digital marketing experience and bottom-line responsibility for online revenue. Our practitioners can pass on to you the lessons learned from implementing digital marketing strategies rather than offering advice from consultants or agencies. A highlight of the course is a module focusing on marketing internationally using digital channels.
All our lecturers have managed large-scale digital marketing programmes both in Ireland and abroad, and have responsibility for delivering online revenue. Lecturers include:
Colin Lewis, Programme Leader, is an award-winning marketer with extensive experience in airline, travel and technology brands in Europe, Asia and Australia. Colin has over twenty years’ experience working with blue-chip brands such as Conduit 11850, City Jet/Air France, Aer Arann, Thomas Cook, Universal Music and IONA Technologies. Colin was awarded ‘Marketing Leader of the Year’ 2008 by the Marketing Institute of Ireland. He has an MBA from Smurfit Graduate School of Business.
PR Smith has helped hundreds of companies from innovative SMEs to IBM, via his marketing consultancy and seminars, and thousands of companies via his books in both B2B and B2C markets in Europe, USA, China and Africa. Paul’s SOSTAC® Planning System is used around the world and his books are published in seven languages. Paul is author of Strategic Marketing Communications; Great Answers to Tough Marketing Questions, eMarketing eXcellence and Marketing Communications.
Liam Lennon is Group Online Marketing Manager for Saon Group. He is the former Managing Director, India, for Saon Group. Prior to Saon, Liam was eCommerce Manager at Aer Arann. Liam's expertise is in online analytics and in creating and managing high-transaction eCommerce websites that target international markets.
John Coburn is the managing partner at PraxisNow, a specialist search marketing practice. He has twenty-five years’ international sales and marketing experience and has been on the board of directors of several hi-tech firms. John is an award-winning speaker and presenter. His training and in-house mentoring programmes have been engaged by almost 3000 companies across Ireland and the UK. He is an advisor to several exporting Irish companies and has written several books on digital marketing.
Paul Dervan is Head of Brand, Communications and Sponsorship for O2 Ireland. Paul has been with O2 for 8 years. Prior to that, he worked for a number of digital marketing agencies. He is responsible for O2's digital marketing, including social media. He has a business degree from Trinity College, and an MBA from Smurfit Graduate School of Business. Paul is bit of a brand and advertising junkie, and blogs (occasionally) about marketing communications.
About The Marketing Institute of Ireland
Established in 1962, The Marketing Institute of Ireland is the professional body for marketing people throughout Ireland offering membership, qualifications and training. The mission of the Institute is to develop business in Ireland by raising its marketing capability, upholding professional standards, and improving the skills of marketing people so they deliver exceptional business results for the companies that employ them.
Who Should Attend
The Marketing Institute Digital Marketing Executive Programme is tailored to participants who wish to actively apply a digital marketing strategy to their organisation. The content is geared to ensure your company has a proper foundation for their digital marketing strategy and will also include advanced content that attendees can apply and use straightaway.
Attendees may include:
- Business to Business and Business to Consumer Sales and Marketing Professionals
- Web Marketers/Internet Consultants
- Website Owners/Webmasters/Website Content Managers
- Businesses exporting or marketing internationally
- Not-for-Profit organisations
Week 1
Day 1 Digital Marketing Strategy − where it fits within corporate marketing strategy
Day 2 Developing a Digital Marketing Strategy using Digital Marketing Frameworks
Week 2 Search Engine Marketing 1 − Introduction
Week 3 Search Engine Marketing 2
Week 4 Email Marketing
Week 5 Social Media Marketing 1
Week 6 Social Media Marketing 2 − Online PR and Reputation Management
Week 7 Affiliate Marketing
Week 8 Mobile Marketing
Week 9 eCommerce
Week 10 Site Optimisation − Design and User Experience
Week 11 Targeting International Markets through Online
Week 12 Analytics and Data Strategy
Week 13 Customer Retention and Relationship Building Online
Key Takeaways
Particpants will learn how to:
- understand the value of Digital Marketing why it is a critical component of your marketing strategy
- Effectively set up and manage Search Engine Marketing and Social Media Campaigns
- Develop an Email Marketing Strategy that aligns with your business goals
- Uncover the tools and resources to build effective eCommerce sites at low cost
- Use Digital Marketing to sell internationally
- Understand analytics and KPIs to continuously improve your digital marketing
- Discover the best way to develop and retain customers online
Entry Requirements
Applicants must meet our minimum entry requirements to enter the programme, which includes a third-level qualification in business or marketing and two years’ relevant business experience. The Marketing Institute recognises prior experiential learning in order that applicants who do not meet the academic requirements may be considered based on exceptional business experience.
Duration
The course takes 13 weeks and comprises 14 sessions.
Accreditation
The Digital Marketing Executive Programme is accredited by The Marketing Institute of Ireland, an established leader in executive education with a history of almost 50 years’ of marketing education. Few marketing organisations can draw on the breadth of experience and resources of the Marketing Institute of Ireland. Established in 1962, the Marketing Institute is a collection of the most senior and most experienced marketing minds in the country, who share the conviction that marketing is fundamental to every successful business model. Course attendees will be required to produce a real-life, digital marketing strategy as part of their assessment. Participants will be required to give a presentation about their strategy, and answer questions on it. Results will be provided in terms of Pass or Fail, with no specific grading given.
Course Fee
Members €1650, Non-Members €1850
Membership of the Marketing Institute is open to practicing Marketing Professionals in Ireland Find out more about Membership
How to Apply
