Anthony Quigley

Managing Director @AnthonyQuigley

@dmigroup

http://ie.linkedin.com/in/anthonyquigley

Agenda

• Digital Marketing Institute • Digital Marketing Context • Institute Programmes and Syllabus • Digital Marketing Programmes • Postgraduate Diploma / Masters • Structure, Aims, Application, Support • Q&A

What we do !

We are addressing the global shortage of digital skills by providing digital marketing education. We deliver industry designed practitioner led, accredited education programmes in the classroom, online and through licensed partners.

DIGITAL MARKETING

New Industry

New Careers

Knowledge & Skills

Training & Certification

New Industry

New Careers

Knowledge & Skills

Training & Certification

New Industry

New Careers

Knowledge & Skills

Training & Certification

New Industry

New Careers

Knowledge & Skills

Training & Certification

New Industry

New Careers

Knowledge & Skills

Training & Certification

Digital Marketing Manager

SEO Specialist

Traffic & Analytics Manager

Digital Display Coordinator

Social Media Manager

Mobile Marketing Director

PPC Specialist

New Industry

New Careers

Knowledge & Skills

Training & Certification

“Seventy percent of senior marketing executives say digital capability building is their companies’ top priority”. Gartner September 2011

New Industry

New Careers

Knowledge & Skills

Training & Certification

Respondents cited “Insufficient skills to manage internally” as their biggest barrier to engaging in Digital Marketing Pew Research October 2011

New Industry

New Careers

Knowledge & Skills

Training & Certification

“We are in the midst of a chronic Internet Marketing Skills Shortage” Internet Advertising Bureau European Review 2011

New Industry

New Careers

Knowledge & Skills

Training & Certification

Career & Qualification Roadmap

Career & Qualification Roadmap The Digital Marketing Institute provides a career and qualification roadmap through which students can progress, gaining stronger levels of skills as they move through the courses.

Syllabus Development & Validation

Programme Design Q Validus

Subject Matter Expert Validation

Industry Advisory Council

Professional practitioners from 100+ digital agencies in Europe & USA, responsible for delivering online marketing campaigns for some of the worlds leading brands.

Syllabus validated by Digital Marketing Practitioners

WE

ARE

INDUSTRY

Certified by the Scottish Qualifications Authority under the European Qualifications Framework. Recognisable, transferable, international qualifications.

Accreditation

Postgraduate Diploma in Digital Marketing

Masters in Digital Marketing

Programme Structure (PG)

POSTGRADUATE DIPLOMA IN DIGITAL MARKETING

Duration: 1 Year Schedule: Part-Time or Online Evenings: Tuesday & Thursday Semesters: 2, each 12 weeks Workshops: 2 per semester Starting: October 2nd 2012 Fees: €3,970

Streams

Digital Consumer Behaviour

Digital Marketing Channels

Digital Marketing Strategy

Digital Marketing Management

Assignments x 2 (Approx 5,000 words each)

Note: Postgraduate Diploma = Year 1 of Masters in Digital Marketing

Fundamentals & Buyer Behavior Channels Strategy Management

The Digital Medium

Consumer Behavior

Digital vs Traditional

Buyer Psychology

Competitive Analysis

Online Research Blueprint

Planning Options

Outsource vs Insouce

Understanding the Customer

SEO

PPC

Social Media

Affiliate

Email

Mobile

Display

PR

Viral

Analytics

Video

Planning

Estimation

eBusiness

Challenges

Opportunities

Risk Management

Reputation Mangm’t

Segmentation

Implementation

Integration

Measurement

Tracking & Analysis

Control

Evaluation

Iteration

Brand Management

Empowered Consumer as King

Programme Structure (PG)

Programme Structure (Masters)

MASTERS IN DIGITAL MARKETING

After completing Postgraduate Diploma ……

Duration: 1 Year Schedule: Part-Time or Online Evenings: Wednesday (First Semester Only) Semester 1: Wednesday evenings Semester 2: Workshops, Lectures, Advisor Sessions Starting: October 3rd 2012 Fees: €4,800 per annum

Schedule of Digital Marketing Seminars & Workshops

Topics include, Brand Strategy, Buyer Behavior, Global vs Local SEO Strategies, Convergence, Marketing Integration, Analysis & Management, Mobile Marketing, Data Driven Analysis. Included Live Projects / Company Visits

Output: Research Thesis (15,000 Words), with assistance from your mentor/advisor

24

Programme Aims

• Develop an advanced knowledge of the concepts and theories that underpin digital marketing, and their relationship to conventional marketing

• Develop a deep understanding of the factors that drive consumer behaviour in the digital economy

• Develop advanced skills in the practices that relate to digital and data-driven marketing, including critical analysis and evaluation

• Plan and manage digital marketing strategies for your organisation and target audiences, taking full account of budgetary and other constraints

• Research and build deep expertise in a specific area of digital marketing through the completion of a supervised Research Thesis

Application Process

To apply for either Postgraduate or Masters in Digital Marketing you must meet the minimum admissions requirements:

Qualifying degree in any subject (minimum of a lower second class honours degree) from a recognised Irish or Overseas institution, or

Equivalent industry experience

Access to this qualification is at the discretion of the Digital Marketing Institute. However, applicants would normally be expected to have established levels of competence and knowledge through the workplace or as indicated by possession of a Second Honours degree (or better).

26

Application

To apply for the Masters in Digital Marketing you must meet the minimum admissions requirements:

Qualifying degree in any subject (minimum of a lower second class honours degree) from a recognised Irish or Overseas institution, or

Equivalent industry experience

Access to this qualification is at the discretion of the Digital Marketing Institute. However, applicants would normally be expected to have established levels of competence and knowledge through the workplace or as indicated by possession of a Second Honours degree (or better).

26

Application Process

Support

• Membership Programme

• Industry Events & Conferences

• Webinars

• Workshops

• Refresher Courses

• Networking

• Peer Group

We are addressing the global shortage of digital skills by providing digital marketing education. We deliver industry designed practitioner led, accredited education programmes in the classroom, online and through licensed partners.