Professional Diploma in Digital Marketing

ALBA Graduate Business School Executive Development

ALBA Identity - Vision & Mission

§  Not-for-Profit, private academic institution of graduate studies in Business Administration §  Not-for-Profit association of 82 Corporate Members §  Operates under the auspices of the:

-  Federation of Greek Industries (ΣΕΒ), -  Hellenic Management Association (ΕΕΔΕ) -  Athens Chamber of Commerce & Industry (ΕΒΕΑ)

Our vision To become one of the leading research-driven Graduate Business Schools of Europe on the basis of excellence of teaching and intellectual impact on the business world, attracting outstanding faculty and students from all over the world.

Our mission To educate visionary leaders of tomorrow who will act as agents of change and help shape the future business world by pushing forward the frontiers of knowledge related to the management of business organizations and making that knowledge relevant to practitioners. Generating and disseminating knowledge represent our twin objectives.

ALBA Activities

PUBLIC EVENTS

APPLIED RESEARCH

& INTL

PROJECTS

EXECUTIVE DEVELOPMENT

CAREER &

ALUMNI OFFICE

RESEARCH

ACADEMIC PROGRAMS

Attraction & Education of Talent

Generation of Knowledge to People &

Organizations

Connecting Academic Knowledge, Professional

Interests & Personal Skills With Meaningful Careers

Adding Value to People & Organizations through Customized

Executive Training Programs

Pioneer in EU & Innovation Projects

Offering Lifelong Learning & Networking

Executive Development Portfolio

Open  

Seminars Diplomas Mini MBAs

In  House  

Seminars Executive Management &

Leadership Programs

In  House  MBA/MSc  

ALBA Executive Development Clients

We  address  the  training  and  development  needs  of  clients  opera4ng  across  market  sectors  

PHARMACEUTICAL SECTOR

TOURISM & ENTERTAINMENT

FMCG

MANUFACTURING

PUBLIC SECTOR AUTOMOTIVE

IT TELECOM BANKING RETAIL SHIPPING

• ALBA and Socialab join forces to: • Innovate in management training by leveraging complementary resources. • Organize and deliver an innovative Program on a “disruptive” and revolutionary new field. • Offer a “state of the art” program on a rapidly evolving field leveraging ALBA’s academic excellence, Socialab’s wide practice experience and Digital Marketing Institute’s knowledge in Digital Marketing.

ALBA meets Socialab and DMI: Value Added in Digital Marketing

Socialab and the PDDM course

• Digital Marketing agency since 2009. • In digital marketing since 1999. • Focused on national and global brands. • We are the numbers guys.

Socialab

Suit •  Visit suit.gr, the #1 resource for digital marketing •  Check opinion pieces LinkedIn •  Apply to join our Social Media GR group •  More than 3,000 members, primarily marketers

Socialab’s Record

Socialab Experience

George Anagnostopoulos •  Creating content since 1994 •  Into digital marketing since 1999 •  Founder & CEO at Socialab Tasos Veliadis •  In digital marketing since 2008 •  Ermis Awards & Effie Awards •  Partner & Business Unit Director at Socialab

and more...

Lecturers

Modules and Structure: 1.  Introduction to Digital Marketing 2.  Search Engine Optimization (SEO) 3.  Search Engine Marketing / Pay Per Click (SEM / PPC) 4.  Email Marketing 5.  Digital Display Advertising 6.  Social Media Marketing 1 7.  Social Media Marketing 2 8.  Mobile Marketing 9.  Analytics 10.  Strategy and Planning

The Professional Diploma in Digital Marketing: Overview

€900 per person

Company members - 20% ALBA / Deree alumni - 30% Members of the Press - 40%

Cost

Certificate from the ALBA Graduate Business School

Second certificate after exam from the Digital Marketing Institute

extra cost: €300

Certification

Course Material Sample

• Broadcast: one way communication, push • Message driven: brand focused, features, benefits. • Didactic: tells, explains, elaborates, instructs • Constrained: fit with programming & print schedules and

geographic boundaries. • Calendar & Budget bound: limits and start and end points • Power: retained by the media owner, and the advertiser

Traditional Marketing Traditional marketing channels are characterised as:

• Interactive: many-to-many communication • Consumer driven: in terms of their interests and

preferences. • Listening: follows the consumers needs • Un-constrained: liberated from schedules & boundaries. • Open ended: iterative (launch, review, adjust, re-launch) • Power: control & influence is with the consumer • Content Driven: in tune with consumer interests

Digital Marketing an approach based on openness, transparency and engagement with the consumer

Company vs. Consumer

Balance of Power Digital technologies are transformative and disruptive and characterised by a shift in power to the consumer.

Broadcast

Website

Transact

Amazon

Interact

Ebay

Converse

Social Media

Evolution of online interaction. The evolution of the web places the user centre stage and increasingly in control.

Copyright ©  Digital Marketing Institute 2012

Framework

PROFESSIONAL DIPLOMA IN

DIGITAL MARKETING

Framework Introduction to Digital Marketing

PROFESSIONAL DIPLOMA IN

DIGITAL MARKETING

Framework Introduction to Digital Marketing: Related Topics

PROFESSIONAL DIPLOMA IN

DIGITAL MARKETING

1. 3i Principles •  Initiate •  Iterate •  Integrate •  Quality Scale

Digital Marketing Method is the principles based framework for the application of digital marketing to achieve

business goals

2. Framework •  Visual Scheme

•  Digital Channels •  Strategic Choices

4. Implementation •  Customer Goals •  Business Goals •  Application

3. Tools •  Email •  Search •  Social •  Mobile

Source: Digital Marketing Institute ©

25  

Consumers leave a trail It is access to these activities that gives digital marketing its power

Buy

Click Register

Search for “Adventure

Holiday” Click on Ad campaign

Register for updates

Purchase on site

Search

Consumers reveal who they are It is access to these activities that gives digital marketing its power

Search

Buy

Click Register

Search for “Adventure

Holiday” Click on Ad campaign

Register for updates

Purchase on site

Location, Interest, Age

Specific Requirement

Urgency

Budget }

Product or Service

“Start with the customer and work backwards" Market reality is a better indicator of customer needs than market research

MARKET RESEARCH

MARKET REALITY

Source: Digital Marketing Institute

Search: keyword research tools Social: listening tools

Digital: analytical tools

Polls, questionnaires, history, focus groups, research.  

Cust

omer

1. Strategy •  Start with the customer and

work backwards

Iterate Principle Effective Digital Marketing is an Iterative Process

2. Channels •  Select Channels

4. Ammend •  Creative •  Message •  Channel

3. Monitor •  Analytics •  Tracking

Source: Digital Marketing Institute

Integrate Principle Depending on consumption channel users apply personal preferences and etiquette and expect marketers to do likewise.

User Print TV Radio Email Mobile Phone

Broadcast Websites and Discussion forums where the accepted norm is public an open.

Transact Social Media Networks where the interaction is governed by social norms

Interact Personal communications devices/systems with a personal etiquette

Source: Digital Marketing Institute

Audience  Awareness  

Audience  Engagement  

Audience  Conversion  

Audience  Advocacy  

Learn

Engage

Act

Tell

Source: Digital Marketing Institute

In digital marketing the dynamic is from quantity to quality. There is a quality scale in the interactions of an audience with an organisation.

Quality Scale of Engagement

• Structure: starts small and gets better (iterative) • Budget: start small and invest based on success • Calendar: organic with no end point • Personnel: new work so new skills required. • Beyond Marketing: we are all in marketing now.

Campaign Planning Implications What are the implications for marketing departments and their campaign planning?

1. Goals •  Understand the Benefits of SEO •  Choose & Set Goals

SEO: Process SEO is an ongoing dynamic process with goals, actions, review and iteration

2. On Page Optimisation •  Keywords •  Content

•  Meta-tags •  Site Supports •  Site structure

4. Analysis & Iteration •  Analysis Tools •  Performance Baseline •  Review and Iteration

3. Off Page Optimisation •  Link Building •  Link Format

•  Content Marketing •  Social Linking

Source: Digital Marketing Institute ©

Concepts: Positioning Know how positioning affects clicks The proportionality of clicks between organic and paid.

30% of users click here and on the right (Paid listings)

70% of users click here (Organic listings)

1. Subscriber Management •  Data Collection •  Data Segmentation •  Data Management

Email Marketing Process Effective email marketing is a process

2. Design & Content •  Mail Clients •  Interaction Process •  Sender / Subject / Copy •  Images & Attachments •  Risks

4. Reporting & Analysis •  Interaction Scale •  Campaign Reports •  Subscriber Reports •  Split Testing

3. Delivery Systems •  Email Service Providers •  Scheduling

Source: Digital Marketing Institute

Reporting: Campaign Snapshot Recognise standard reporting features with email marketing packages

1. Define •  Customer •  Publisher •  Objectives

Digital Display Campaign Process Effective Digital Display Advertising is an Iterative Process

2. Format •  Budget •  Media

•  Formats •  Ad Copy

4. Analyse •  Measure •  Analyse •  Optimise

3. Configure •  Targetting •  Tracking •  Go live

Copyright ©  Digital Marketing Institute 2012

•  Understand what the Google dashboard is.

•  Know that you can configure and customise the Google Analytics dashboard.

Google Analytics Dashboard Dashboard is your configurable opening screen for Analytics management

Situation Analysis: Capabilites Rating your current capabilities from 1 to 5:

Basic knowledge

Limited Experience

Practical Skills

Advanced Application

Expert Practitioner

Website

SEO

SEM

Email

Display

Social Media

Mobile

Analytics

Situation Analysis: Activities Describe your current activities under each of these headings and rate your current activities on a scale of 1 to 5

Describe your current activities Pre-Course Rating

Post Course Rating

Website

SEO

SEM

Email

Display

Social Media

Mobile

Analytics

Socialab will contribute to the course with: •  Its 4+ years of experience as digital marketing agency •  The combined experience of 35 years in digital marketing

of its 4 lecturers •  Explaining how things work in the real world •  Conveying the reality of how things are done in Greece •  Live demos •  Videos for you to watch •  Self-assessments •  Q&A sessions •  Resources to point to for in-depth research

Socialab’s Contribution

More Information about the Program at mpappa@alba.edu.gr