Are you looking for help with your Marketing, Sales and Digital Strategy. We have got the course for you. Contact us now about our Diploma in Online Marketing , Sales and Digital Strategy?

• Have you heard that you need to be doing SEO (Search Engine Optimisation) but not sure where to start?
• Do you need help designing a digital strategy for your business?
• Are Worried that Your Site Isn't Search Engine Friendly?
• Do You Need More Traffic from the Search Engines?
• Have you Splashed out on SEO and Online Marketing companies, yet dissatisfied with the results?
• Are you able to critique your Web Designer’s Search Engine Optimisation work to satisfy yourself that they are doing their job properly?
• Are You Losing Money on Your PPC (Pay Per Click) Campaign?
• Are You Wondering Why Visitors Aren't Buying From You?
• Do You Want to Make Money Online but unsure where to begin?

Course Overview

The Online Marketing , Sales and Digital Strategy course brings together all the necessary skills to design, build, manage and measure effective online and digital campaigns weaving together the core skills of online sales optimisation, digital marketing, social media, online PR, paid and organic search and measurement programmes, digital media formats, web design principles and an overview of core web technologies.

This course is aimed at those looking to build an effective online presence, and will be of interest particularly to those who own a business or manage a corporate website. It will also be of interest to those who are involved in online and offline advertising, marketing, digital production or public relations, who specifically need to gain a greater understanding of the proliferation of tools, channels and platforms that users now expect businesses to be present on and be willing to engage on. The course will provide a comprehensive overview of the technologies and principles around creating compelling and clear web properties and how to manage traffic and sales conversions for these. It will also demonstrate to users how best to create digital content and share it across a wide variety of channels to ensure that all your targeted content makes its way to your intended audience on whatever channel that they choose.

Where will this take my career?

The career prospects having completed the course are that students will be able to pursue opportunities in managing online marketing and sales campaigns for large volume trading websites, create and manage digital campaigns within an agency environment, develop careers in online PR, run online advertising campaigns that are optimised to track and deliver conversions, define, commission and manage the development of commercial websites, and rollout digital and social media strategies within organisations of all sizes that are inline corporate goals.

Am I eligable for the course?

There are no specific entry requirements other than that users are proficient in using computers. It will be advantageous to students if they are knowledgeable in the areas of social media and have had some experience in the areas of online engagement at either a personal or professional level.

Can you explain these modules to me?

Each module will be taught using practical case studies in order to ground all theoretical learning in real-life industry examples. The aim of the course is to provide students with a broad set of practical skills which can be used and applied in a variety of industries such as creative and digital agencies, online trading companies, owner managed web businesses, communications and public relations, and web marketing businesses. As part of the certification process, students will create and develop a project that combines all the skills covered on the course by creating a full digital campaign that involves conceiving, designing, creating, promoting, executing and measuring a successful launch of an online business, service or product.

Digital Strategy Module
In this module of the course, students will be thought about the importance of creating a sustainable and durable strategy that is presented and signed off by management that enables organisations to create very targeted and longitudinal programmes of digital engagement.

• Identifying overall goals that organisation wants to achieve – increase sales, increase brand awareness, deeper level of engagement, improve customer service
• Identify key short-term, medium and long-term goals
• Once aims are identified then design tactical digital solutions in order to meet the digital strategy

Measuring Digital Campaigns and Engagement
Once a digital campaign is launched it critical to keep track of its performance on an ongoing basis so that changes can be made to align with optimal goals.

• Benchmark existing Digital statistics
• Current website traffic
• Twitter followers, Facebook Fans, Digg Links,
• Identify SEO rankings, referrals from third party sites, customer satisfaction scores
• Quantify ROI benchmarks – customer acquisition costs, average revenue per user, monthly active users, number of subscribers etc.

Online Marketing Module
Once your overall strategy is defined and specific campaigns are underway it is vital to optimise each of these campaigns to ensure that goals are met and set, that web properties are designed and marketed to ensure maximisation of traffic and conversion. The following tactical plans detail how to ensure this happens

• Search Engine Optimisation
• Email Marketing
• Website Optimisation
• Online PR
• Google Adwords
• Key Word Management
• Search Engine Analytics
• Copywriting
• Banner Advertising

Social Media Module
This module goes through how businesses should use social media channels and platforms in order to engage with their audience with an authentic voice and develop a loyal community that is based on conversations as opposed to broadcast messages.

• Social Networks (Facebook, MySpace, Bebo)
• Professional Networks (LinkedIn, Xing, Plaxo)
• Microblogging (Twitter, Laconica, Yammer)
• Blogs (Wordpress, Typepad, MovableType, LiveJournal)
• Twitter Clients (Tweetdeck, Seesmic, Brizzly, Hootsuite)
• Video Sites (YouTube, Vimeo, Revver, TubeMogul)
• Photosites (Flickr, Photobucket)

Analysing Sales Funnel and Understanding Key Metrics
Understanding your audience channels and where they originate

• Knowing your Audience – as much as possible (Women, Age, Region, Status etc.)
• Analysing your channel and understanding how to optimise them (SEM, Organic Search, PR, Social Media)
• Understanding your audience channels and where they originate
• Knowing your Audience – as much as possible (Women, Age, Region, Status etc.)
• Analysing your channel and understanding how to optimise them (SEM, Organic Search, PR, Social Media)
• Set up different landing pages for different channels (with different calls to action) – so you can track them
• Matching channels costs versus revenue potentials
• Monitor Daily Active Users, Monthly Active Users

Web Design and Technologies Module
In the Web Technologies module we will give users an overview of the following areas:

• Web Architecture
• Web Technologies
• Content Management Systems
• Web Design

How long is the course?

The course is delivered one evening per week from 18.30pm to 21.30pm over 12 weeks.

Who accredits this course?

This course is certified by IBAT College

The course will be graded upon 1 project to be handed in at the end of the 12 weeks

I would like to apply what should I do?

To apply as a mature student please complete our online enquiry form which will give us the key details to start your application and a member of our admissions team will contact you with further details. Alternative please feel free to contact Grainne our admissions specialist for IT courses on 01 870 3895 or by email on ghurley@ibat.ie.

View the Lecturer Profile: View the Lecturer Profile for the Diploma in Online Marketing, Sales and Digital Strategy

Keith Feighery - Online Marketing, Sales and Digital Strategy Lecturer Keith holds a first class MA in Digital Media Technologies. He owns Digital Insights, which is a digital media and social technologies consultancy. He works with clients developing enterprise digital and web strategies and solutions that align with overall business objectives. Keith has developed successful online retail businesses and has over 10 years experience working with large Irish and international software vendors and consultancies such as Eontec, Siebel Systems and Allfinanz.
Mark Dean – Web Design / IS Lecturer Mark is an IT professional with over 17 years industry experience. Over this period he has accumulated knowledge and skills from numerous sectors ranging from education through to manufacturing and banking. He has been involved in many IT roles including software developer, team leader, systems analyst, and corporate IT trainer. Mark holds a Bachelor of Science from Trinity College and has lectured on both undergraduate and postgraduate programmes as well as professional programmes such as IATI and ACCA. He is the trainer on the Diploma in Web Design and currently maintains the IBAT College Website and Student Portal.
Morgan Campbell - Desktop Publishing / Multimedia Lecturer Morgan has worked in the print and design industry for more than five years. He spent several years working in desk top publishing and graphic design departments in Ireland before travelling to the UK. During this time he worked on numerous high profile marketing campaigns and won several design and marketing awards. In 2007 he returned from England to complete a master’s degree in marketing and oversee the running of his own design and marketing enterprise.
Mark Dean – Web Design / IS Lecturer Mark is an IT professional with over 17 years industry experience. Over this period he has accumulated knowledge and skills from numerous sectors ranging from education through to manufacturing and banking. He has been involved in many IT roles including software developer, team leader, systems analyst, and corporate IT trainer. Mark holds a Bachelor of Science from Trinity College and has lectured on both undergraduate and postgraduate programmes as well as professional programmes such as IATI and ACCA. He is the trainer on the Diploma in Web Design and currently maintains the IBAT College Website and Student Portal.
John Rowley – Web Design / PHP SQL Lecturer John Rowley's career spans web development (LAMP), Web Manager and Corporate spokesman (Ryanair), 11 years in software management and development (Symantec, Corel), technical training (PHP, MySQL, Perl, XML, C#, CSS Javascript), technical writing (C++, Java), documentation management and news journalism. He was the first PHP developer in Ireland to achieve Zend PHP Certification and the first technical writer in Ireland to document C++ compiler and application frameworks. He is MySQL Certified and has worked as a consultant / developer for Irish Rail, Suzuki, Nestle, and Eli Lilly. He currently works as a .NET information architect for the ECDL foundation where he develops the centre and candidate administration systems for the ECDL programs in Ireland. On a lighter note, he's also an accomplished standbup comedian, performing regularly in Manchester and Dublin.
Cara Martin - Multimedia Lecturer Cara has been working in the IT Sector for the past 8 years as a Consultant and Lecturer in IT. She Hold a B.Sc in Computer Science and an M.Sc in the field Artificial Intelligence from UCD. Her main areas of expertise are Databases and Web Design. Over the years she has worked with many high profile clients in both the government and corporate sectors.
Lisa Donaldson – IT and Business Lecturer Lisa is an experienced lecturer who has been teaching for over 14 years. During this time, Lisa has taught in both the academic and corporate sectors. She has previously lectured Business and IT subjects at Griffith College and led the Training Teams in Esat BT and Software Paths. Lisa has also founded & managed 2 small businesses and brings extensive real life work experience to her teaching role. She has undergraduate and postgraduate qualifications in Business and IT from Northeastern University, Trinity College Dublin and Dublin City University. She lectures in Systems Analysis & Design, Business Applications and Marketing.

What is the course fee?

The course fee is €1200.

What do I get for my fee?

• Full set of bound notes (view sample notes)
• Access to your online student portal (view student portal site)
• Flexible Timetable (view timetable)
• Content Expert Lecturer (view lecturer profiles)
• Excellent college facilities (view college photos)

How can I make savings on the course fee?

IBAT College rewards students who register early for their course with significant savings available on the course fee. For further information on these savings and payment options, click on the following link:

Learner protection for this course is provided in accordance with section 43 of the Qualifications (Education and Training) Act 1999.