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Contents
Masters in Digital Marketing
1. Welcome
2. Course overview
3. Course content
4. Course assessment
5. Digital Qualifications Roadmap
6. Industry Expert Lecturers
7. Syllabus Advisory Council
8. Past students
Welcome
The Digital Marketing Institute is the worlds
leading professional institute in the field of
Digital Marketing. Working closely with expertpractitioners, the Institute promotes best current
practice, theory and applied skills in Digital
Marketing for individuals and organisations.
Ian Dodson
Co-Founder & Director
Ian Dodson,
Co-Founder & Director
Course
overview
Get equipped with the skills needed to propel your career forward
the course, you will receive the mentorship of both a digital marketing
Facebook.
should attend?
Stage one will consist of 150 hours of specialist digital content and the
completion of two 5,000 word assignments. Stage two will involve a
series of webinars and mentorship to support the completion of your
15,000 word research-based thesis.
Course content
Digital has empowered consumers to engage in a two-way dialogue with brands, but it has also
given businesses access to a high level of detail about the online activities of their customers.
Students will understand that this wealth of information forms the starting point of any Digital
Marketing strategy.
Stage 1
The first stage of the Masters course consists of 150 hours
of online learning across four key modules:
You will learn how to track and interpret online consumer behaviour and examine the
techniques for building relationships with your target audience through an understanding of
their Digital activities.
Students will be able to differentiate between traditional and Digital campaigns in terms of
their planning, evolution and lifecycle. Completion of this module will also contribute to the
development of your research and analytics skills, and your competence in collaborating and
communicating with a range of audiences online.
Critically assess how the internet has evolved as a tool for consumer empowerment and
control
Apply an online consumer purchase model - including research, comparison, purchase and
post-purchase behaviour to demonstrate how Digital technologies have impacted specific
consumer groups
Research and report on how the empowered consumer has challenged traditional
marketing approaches, both locally and globally, in a specified industry
Perform a critical appraisal of future trends that may impact the online evolution
of consumers in a specific industry
The Digital Marketing Channels module develops students knowledge of the range of
The Digital Marketing Strategy & Planning module enables students to critically analyse
a business and its target client groups, and create a Digital Marketing strategy and
You will acquire an in-depth understanding of the various channels and their
advantages and disadvantages, and assess their suitability for use in a Digital Marketing
You will gain sound knowledge of how online marketing has evolved from a peripheral element
strategy.
You will analyse the impact of Digital on the shift from a calendar and budget-bound approach
Email Marketing
Mobile Marketing
You will also acquire an understanding of the key Digital strategy and planning concepts that are
Content Marketing
Web Analytics
Affiliate Marketing
This module will include consideration of the fundamental Digital Marketing planning concepts
for an organisation together with key factors involved in the implementation, measurement and
evaluation of successful campaigns.
Critically review the importance of the various Digital Marketing Channels and how
they reach the online buyer
Engage in informed debate with peers about the key stages in Digital Marketing
Clearly explain how organisations can use online channels to meet changing buyer
Determine the advantages that each available channel brings to the Digital
Clearly explain how an organisation might respond to the advent of the empowered
consumer with a responsive Digital Marketing strategy
Research the target audiences of an organisation and complete a detailed analysis of their
online activities and preferences
Assess the ways in which Digital channels have empowered the consumer and determine
the most relevant mix of Digital Marketing tools for an organisation
Marketing strategy
For each channel identified in the strategy, create meaningful, customer-focused objectives
Critically asses the priorities and plan the spend lifecycle of a Digital Marketing budget
Clearly explain how to create an implementation plan covering resources, timings, stages
and review processes for a Digital Marketing strategy
The module aims to develop responsible Digital Marketing managers who can oversee a
businesss ongoing online activities, and make informed strategy and campaign decisions taking
budgetary and other constraints into account.
A series of guided webinars during stage 2 will equip you to hone your research and thesis
You will develop a range of specialised skills in the use of quantitative tools to analyse campaign
writing skills. With the core Digital Marketing topics covered in the first stage of the course,
these webinars will consist of practical guidance in the areas of structuring your thesis,
Students will be able to justify a business case for a Digital Marketing strategy in an organisation
and explain how the strategy relates to the overall business context of
the organisation.
The Masters thesis is a carefully argued scholarly paper of approximately 15,000 words. Written
under the supervision of a thesis mentor, you will present an original argument that is carefully
Demonstrate extensive knowledge of the role of analytics, tracking methodologies and tools
in Digital campaign monitoring
Clearly explain how each channel of the Digital Marketing mix can be monitored, tracked
and analysed for improvement
Course assessment
To complete the first stage of the Masters course, you will
be required to submit two Digital Marketing assignments:
a Digital Marketing Research paper and a Digital Marketing
Strategy. These assignments are designed to offer students
the opportunity to produce meaningful and grounded Digital
Marketing projects focused on their own career or business
aspirations.
In stage 2, you will be required to complete a Digital Marketing
thesis of 15,000 words presenting an original argument based on
significant research into one area of Digital Marketing.
Certification
The Digital Marketing Institute is the global certification body for
Digital Marketing education. Our syllabus defines the framework
of knowledge, skill and competency required to meet the current
and future demands of the Digital economy, and our practical,
industry-driven qualifications are recognised as the international
standard in Digital Marketing certification.
On successful completion of the Digital Marketing Institute
Masters course, you will receive a customised award at Masters
level, awarded by the Digital Marketing Institute, qualifying you
to implement advanced Digital Marketing strategies at the most
senior levels of an organisation.
Admission requirements
To apply for the Masters in Digital Marketing, you must meet the
minimum admission requirements:
You must hold a recognised third level honours degree
(minimum second class honours) in either business/commerce/
marketing and a minimum of 2 years relevant work experience
OR
You must have equivalent digital marketing industry experience
(minimum 3 years).
All applicants must demonstrate an interest in and aptitude for
Alan Coleman,
Search Engine Marketing Lecturer
Digital Qualifications
Roadmap
Industry
Expert
Lecturers
you to identify your position within the Digital Marketing career path.
Syllabus Advisory
Council
The course syllabus is developed in conjunction with the Digital
Marketing Institutes Syllabus Advisory Council.
The Digital Marketing Institute is closely aligned with and supported by
some of the global leaders in IT, media, finance and communications, as
well as many of the top digital agencies around the world. Our course
content is formed with the input of this Industry Advisory Council so as
to ensure our graduates are qualified in the latest and most in-demand
skills.
Past students
Past students of Digital Marketing Institute courses have worked with
some of the worlds leading brands and companies:
info@DigitalMarketingInstitute.com
+353 1 531 1200
DigitalMarketingInstitute.com