5 Hours In-class: English skills for marketing
We will focus on developing your language skills for marketing, provide guidance on how to make the most of your Digital Marketing Essentials classes and facilitate peer to peer learning.
6 Hours Online: Digital Marketing Essentials
This course covers the fundamentals including digital tools, technologies and uses. Learn about email, social media and customer service. Perfect for non-marketing teams building their digital awareness.
Explore the new consumer journey to purchase. Where are the opportunities for your brand? Here we talk about digital touch points, digital disruption and transformation – and what this means for you.
| Knowledge Gain: | Key Concepts of Digital | Customer Behavior | Customer Journey Influencing Decisions | Identify Digital Opportunities |
|---|---|
| Toolkits included: | ↗ Buyer Persona Template |
| Case Study/Webinar | ↗ Glossier: A Thoroughly Modern Beauty Brand |
| Expert Insights: | ↗ The Best Digital Marketing Channels with Mark Evans |
Learn about key web concepts and terminology, how to create an online presence and what works for your brand. We’ll take your through the basics of simple but effective web design and eCommerce.
| Knowledge Gain: | Online Presence | Design and UX | Customer Journey and Conversions | Email Marketing |
|---|---|
| Toolkits included: | ↗ eBook: Email Content and Copywriting Checklist ↗ Reading: How Do Search Engines Actually Work? ↗ Reading: Guide to SEO for Small Business ↗ Video: The Power of Email Marketing |
| Case Study/Webinar | ↗ The Skimm: Disrupting News Media and Making Email Cool Again ↗ Email Marketing Strategy – The Ultimate Blueprint |
We explore the bigger platforms including LinkedIn, Facebook, Twitter, Instagram and Snapchat. Then, a look at social advertising and how it allows for pinpoint targeting.
| Knowledge Gain: | Social Media Platforms | Benefits of Social Media for Business | Personal Branding | Social Media Audiences |
|---|---|
| Toolkits included: | ↗ How to Manage your Online Reputation |
| Case Study/Webinar | ↗ Glossier: A Thoroughly Modern Beauty Brand |
| Expert Insights: | ↗ Brian Lavery (AccuWeather) on Data and GDPR |
Here you get tactics, techniques, approaches, best practices and customer-friendly digital tricks. Explore online complaints handling, reporting mechanisms, negative feedback and reviews.
| Knowledge Gain: | Social Customer Service | Brand Management | Benefits of Digital Tools |
|---|---|
| Toolkits included: | ↗ How to Manage Online Customer Review ↗ DMI Guide to Social Media Crises |
| Case Study/Webinar | ↗ Glossier: A Thoroughly Modern Beauty Brand |
| Expert Insights: | ↗ Facebook Messenger Marketing and Chatbots, with Larry Kim |
We cover data protection, cyber-security, identity theft, malware and hacking. We also cover important regulatory information – laws and guidelines, GDPR, data security and collection.
| Knowledge Gain: | Minimizing Risks within Digital | Using Policies, Guidelines, Data Protection | Relevant Laws and Guidelines |
|---|---|
| Toolkits included: | ↗ Social Content Distribution & Engagement Dashboard ↗ Content Audit Checklist |
| Case Study/Webinar | ↗ The Definitive GDPR Checklist for Marketers |
Learn about S.M.A.R.T (Specific, Measurable, Achievable, Relevant, Timely) business goals and the importance of Key Performance Indicators (KPIs). The Digital Mindset means you think digital first.
| Knowledge Gain: | Using Digital to Achieve Business Goals | Agile Thinkng | Data Metrics and Analytics | Nurturing a Digital Mindset and Cuture |
|---|---|
| Case Study/Webinar | ↗ Gimlet Media – Leading the Podcast Industry to its Golden Era ↗ Agile Thinking in Managing Projects ↗ Facebook: Shaping the Digital Future ↗ A Leadership Mindset ↗ eBook: What are the most Digital Industries and Why? |
| Expert Insights: | ↗ The Economist Group White Paper: Talent and Technology in 2020 and beyond |
| 5 Hours in class | Online - 6 Hours | |
|---|---|---|
| Dublin | Monday to Thursdays 17:15 to 18:30 or Monday to Friday 08:00 to :09:00 |
You will do on your own time, you should complete it ideally in 1 week. |
| Drogheda | Monday to Friday 12:30 to 13:30 |
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| Limerick | Monday to Friday 12:30 to 13:30 |
