Dublin - Digital Marketing Executive Programme

Tuesday 27-Mar-12 6:30 PM to 9:30 PM GMT

We were unable to register you for this course as the deadline has passed. For queries, please email ailish@mii.ie

Buswells Hotel

Molesworth Street
Dublin 2 Ireland

Speaker / Lecturers: Colin Lewis, Denise Cox, PR Smith, Liam Lennon, Paul Dervan

Event Description

Many Irish organisations recognise the importance of adapting their marketing plans to the online world but struggle with how to implement an integrated marketing strategy. The new Marketing Institute Digital Marketing Executive Programme is designed to equip you and your organisation with the necessary knowledge and skills to develop an effective, long-term digital marketing strategy.

Our lecturers are not just leading experts in digital marketing, they are marketing practitioners with hands-on experience working in companies rather than as consultants or agencies. The emphasis is on teaching you proven frameworks for implementing a digital marketing strategy and overcoming the challenges of implementation.

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:

Brand/Marketing Managers
Business to Business and Business to Consumer Sales and Marketing Professionals
Web Marketers/Internet Consultants
Website Owners/Webmasters/Website Content Managers
Small Business Owners
Businesses exporting or marketing internationally
Not-for-Profit organisations

Content Overview

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

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, CMO Conduit 11850 and Paul R Smith, co-author of eMarketing Excellence4 on “Digital Marketing Strategy”; Denise Cox Lead Consultant for Newsweaver and Liam Lennon, Group Online Marketing Manager at Saon Group on “eCommerce” and “Analytics” and Paul Dervan from O2 on "Making Social Media Work.”

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. The classes take place on Tuesday evenings from 6.30pm to 9.30pm and includes an extra introductory class on Monday 26th March 2012. Classes then begin the following evening on Tuesday 27th March 2012

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.

Venue

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

To find out more about our Digital Marketing Executive Programme, contact Ailish Hollingsworth at ailish@mii.ie or 01 295 2355.

Programme dates, fees, and venue are subject to change. If a programme is cancelled, the Marketing Institute will refund the programme fees in full but the Marketing Institute is not responsible for travel, accommodation or other expenses incurred by a participant.

Attachments


Event Contact	Event Coordinator
Ailish Hollingsworth	Ailish Hollingsworth
+353 1 295 2355	+353 1 2952355

Comments for Dublin - Digital Marketing Executive Programme:

Dublin - Digital Marketing Executive Programme

Tuesday 27-Mar-12 6:30 PM to 9:30 PM GMT

Speaker / Lecturers: Colin Lewis, Denise Cox, PR Smith, Liam Lennon, Paul Dervan

Biography

About the Lecturers

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.

Denise Cox is the Lead consultant for Newsweaver, Europe's leading email engagement specialists. She is passionate about email, and provide consultancy and best-practice guidance to clients, enabling them to maximise their investment in email. She joined Newsweaver in 2000 as Newsletter Specialist. This includes working with Shell, New Ireland, Failte Ireland, IBEC, KBC, University of Manchester, Chartered Accountants Ireland, ACCA, Sterling Commerce, Nextiraone, UCC and Philips, to name a few.Prior to joining Newsweaver, She ran her own Irish-based email marketing agency, All Real Good Internet. Originally from Los Angeles, She worked in the entertainment industry as a radio journalist interviewing celebrities, as well as producing content for radio shows and record labels. she was a PR exec for recording artists at Geffen, Island and Capitol records. These included Joni Mitchell, Nirvana, Guns N' Roses, Counting Crows, Eleanor McEvoy, among many others.She is a recipient of the Irish Internet Association's prestigous overall Net Visionary award.

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.