Professional Diploma in Digital Marketing

2014

www.DigitalMarketingInstitute.comwww.ucenfotec.ac.cr

2014 Professional Diploma in Digital Marketing

1. Welcome

2. Overview

3. Course Format

4. Course Assessment

5. Subject Matter Experts

6. Global Industry Advisory Council

7. About the Programme

Contents

The business world is evolving faster than ever before...The Digital Marketing Institute’s programmes deliver the framework and tools needed to meet the challenges of our economy today — and tomorrow.

Transform your career or company with a programme groundedin the realities of modern business and the connected society. Learn with some of the leading Digital Marketing experts.

Through our Global Partner network, we are delighted to offer our Professional Diploma in Digital Marketing.

The Digital Marketing Institute is the world’s leading professional institute in the field of Digital Marketing. Working closely with expert-practitioners, the Institute promotes best current practice, theory and applied skills in Digital Marketing for individuals and organisations.

All of the current innovation and thinking in marketing is happening through the various digital channels. At a time of uncertainty in the global economy, now is the time to develop a skill set in a field that is truly recession proof.

Global Partner

Ian Dodson

President & Founder

The Professional Diploma in Digital Marketing provides you with a strong foundation in the main concepts, techniques and skills of Digital Marketing:

• Meet and exceed your Digital Marketing goals

• Gain one of the world’s most widely recognised and valuedprofessional qualifications in Digital Marketing

International Expert PractitionersThe diploma is underpinned by expert input, review and validation from leading practitioners in the field of Digital Marketing, as well as contributions from the Digital Marketing Institute’s Industry Advisory Panel.

Digital Marketing Institute Methodology The Professional Diploma programme is a built on the principles-based Digital Marketing Methodology - an iterative framework developed by the Digital Marketing Institute for the application of Digital Marketing to achieve business goals.

Overview

America. people accessing InternetIn Costa Rica, the amount of

people accesing Internet through

their mobiles trippled in 2012,

reaching 875 thousand.

Who should attend?The Professional Diploma in Digital Marketing is ideal for anyone involved in the planning, implementation or measurement of digital strategies – or anyone who would like to pursue a career in thisarea. The programme is suitable for professionals of all levels and disciplines.

What can you expect?Through dynamic lectures, case studies and small group discussions, you will be exposed to the latest methods, techniques and tools for improving your organisation’s Digital Marketing and brand-building efforts.

What will you learn?The panel of practitioner-lecturers has specifically structured the curriculum to focus on current trends and best practices in Digital Marketing. As well as creating innovative search strategies, you will also learn how to leverage these strategies to gain competitive advantage for both your business and your career.

Course Format

Part TimeThe Professional Diploma in Digital Marketing is

delivered as a part time

course, students must

attend once or twice a

week, in three hours-

sessions.

Workshops and practice sessions

At Cenfotec University, we

have developed additional

to the course developed by

DMI, a series of 5

workshops and practice

sessions. This are focused

on the most practical

topics: SEO, Social Media,

and Web Analytics, as well

as the preparation for the

examinations.

As with the other options, our on site courses are delivered by industry experts.

On Site We can bring the Professional

Diploma in Digital Marketing to your business and tailor it specifically to the skills and prior experience of your staff. You choose the time – whether during the day, evenings, weekends, online, or a combination of all four.

Course AssessmentMode of Assessment The assessment for the Professional Diploma in Digital Marketing in based on three formal computer based examinations that will measure individuals knowledge and Digital Marketing proficiency following completion of the programme.

The duration of each exam will be 60 – 75 minutes.

A range of different question formats are used including Text based Multiple Choice, Image based Multiple Choice, Matching and Hot Spot questions.

Awards & CertificationIn this climate, expertise is everything. Emphasis throughout the programme is placed on developing practical and proactive Digital Marketing professionals.

The Professional Diploma in Digital Marketing as awarded by the Digital Marketing Institute is the recognised International benchmark qualification in Digital Marketing.

It certifies that the holder has acquired the core knowledge, and mastered the necessary skills in Digital Marketing in order to plan, develop, implement and measure an effective Digital Marketing plan.

Course Assessment

Global Industry Advisory CouncilThe course syllabus is developed in conjunction with the Digital Marketing Institute’s Industry Advisory Council. The Digital Marketing Institute is closely aligned with and supported by some of the global leaders in IT, Media, Finance & Communications, as well as many of the top digital agencies around the world. Our programme 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.

Subject Matter ExpertsProfessional Diploma in Digital MarketingThe course is delivered by leading Digital Marketing industry experts. Lecturers are professionals in the Digital Marketing sector, running and delivering online marketing campaigns on a daily basis.

They will share their successful case studies and first-hand experience in Digital Marketing with you during lectures.

Please read attached profiles, to learn more about our lecturers.

About the ProgrammeDigital Marketing Institute Method

The Professional Diploma in Digital Marketing is built on the Digital Marketing

Institute (DMI) methodology for Digital Marketing, which consists of:

• DMI 3i Principles• DMI Framework• DMI Tools• DMI Quality Scale

• The DMI Principles are the foundation tenets of the DMI Method for DigitalMarketing.

• The DMI Framework is the visual scheme used to describe the Digital MarketingChannels and provides the basis for implementation.

• The DMI Tools are the application of relevant Digital Marketing Channels toachieve the business goal.

• The DMI Quality Scale of Engagement is the formal scheme to reflect audienceengagement with an organisation.

The Web produced the initial fissure, but mobile created newcracks in the landscape. Today, no single mediumearns more than 45% of ourmedia consumption.

Introduction to Digital Marketing All current innovation in marketing is through digital channels. This opening lecture demonstrates the power of applying digital concepts across the marketing function in any business. You will learn how to harness the power of Digital Marketing as a core driver of the marketing strategy for a company.

Topics include:• Strategies in Digital Marketing• Aligning Internet with BusinessObjectives

• Examples of Great Case Studies• User Behaviour & Navigation• Branding & User Experience

Search Marketing (SEO)SEO is about attracting the right customers at the right time. This module will equip you with the core understanding, technical knowhow and insight to build an SEO strategy that dramatically improves your website position and ranking with the most popular search engines.

Topics include:• Keyword Research• How Google Works• Search Engine Factors• OnPage & OffPage Optimisation• Meta Tags, Images, Content, Video• Links and How to Get Them

Search Marketing (PPC)This module gives you essential skills to strategise, plan and manage a PPC campaign. You will learn how to develop an effective PPC strategy and achieve demonstrable ROI.

Topics include:• How to Create a PPC Campaign• Implementing Your PPC Budget• Targeting Your Advertising• Measuring & Managing Your Campaigns

Email MarketingEmail Marketing, when carried out properly, is one of the most effective forms of Digital Marketing. This module will teach you about Data Protection, Opt-In Subscriber Management, E-Mail Design and Content, Email Delivery and Reporting.

Topics include:• Creating Optimised Campaigns• How to Measure Success• Managing Your Database• Best Practice Case Studies• Choosing 3rd Party Email Providers

Display AdvertisingThis module provides you with a comprehensive understanding of the creation, deployment and managementof Display Advertising, including search, email, mobile & social, to give you the broadest view of digital advertising opportunities.

Topics covered:• What is Display advertising?• How are banners bought & sold?• Banner formats & when to use them• Creating and Implementing a banner

campaign

Mobile MarketingThis module provides you with a solid understanding of the rapid evolution of the mobile marketing landscape. Focusing on cutting-edge case studies, you will gain knowledge of the strategies and technologies of best practice mobile marketing.

Topics include:• Email Marketing Explained• The Development of Mobile Marketing• Various Forms of Mobile Marketing• Geo-Targeting Your Campaign for Smart

Phones• How Consumers Use Mobile Marketing• Examples & Case Studies

About the Programme

Social Media 1This module gives you the knowledge to plan and manage your communications and marketing through rapidly emerging and influential social networks. You will understand how to engage with customers across a wide range of social media platforms.

Topics include:• What is Social Media Marketing?• Overview of Facebook, Twitter, LinkedIn, Blogging,

YouTube and Flickr• Building Brand Awareness Using Social Media

Social Media 2This module gives you the techniques and tools to harness the opportunities provided by best practice social media marketing. You will also learn how to implement the full range of advertising and social features in order to build and sustain relationships with customers.

Topics include:• Increasing Website Traffic Using Facebook, Twitter, Video, etc• Best Practice Examples & Case Studiese

Web AnalyticsThis module guides you through website analytics and other data sources to better understand site visitorcharacteristics and behaviour. You will understand the most important and appropriate metrics and how to use them to improve your digital activities.

Topics include:• What is Website Analytics?• How to Analyse Your Campaign Effectively for greater ROI

Digital Marketing PlanningThis module will teach you the complexities of planning, buying and executing a marketing campaign that integrates traditional marketing with all digital activities, including display advertising, search engine marketing, email marketing, mobile marketing and social media.

Topics covered:• Examples of digitally integrated Marketing Plans• How to use the best Digital Marketing Channels formaximum impact

• Creating an integrated Digital Marketing Plan

Social Media has grownexponentially. one out of everyseven people in the world has afacebook page. nearly four in fiveactive internet users visit socialnetworks and blogs. accordingly,marketers are flocking to themedium.

For more information or to register for the course please contact

www.ucenfotec.ac.cr www.DigitalMarketingInstitute.com

Noelia GuerreroEmail: nguerrero@ucenfotec.ac.cr Phone: (506) 4000-3955 (506) 2281-1555