Benefiting from over 30 years’ practical skills training experience, Fitzwilliam Institute’s Online Postgraduate Diploma in Management and Digital Marketing course features:
Introduction to Management
Defining Management; Innovation In Management; Management Skills; Management And Achievement; Management Roles; Types Of Organisations; Management And The Workplace; The Four Management Functions (Planning; Organising; Leading; Controlling);
The Evolution of Management Thinking
Management Perspectives; Historical Trends; Innovative Management Thinking; The Learning Organisation; Management Challenges; The Environment And Corporate Culture; The Organisation-Environmental Relationship;
Introduction to Information Systems
Introduction To Information Systems; Business Landscape; Contemporary Approaches To Information Systems; Impact Of Information Systems On Organisations And The Management Decision Process; Models Of Decision Making; Electronic Business; Ethics In An Information Society; Management Reporting Systems;
Modern Organisations; Frameworks For Organisational Analysis; Analysis Of Structures; Organisational Cultures; Gender And Identity; New Directions In Organisation Theory And Analysis;
Defining Strategic Management; Organisational Direction; Purpose Of Strategy; Generating And Selecting Strategic Options; The Strategy Management Process; Strategic Formulation And Implementation; Constructing The Strategy Plan; Macro And Micro-Environmental Analysis; Analysing Internal Resources And Capabilities; Organising Design And Strategy;
The Strategic Manager
Defining The Strategic Manager; Thinking And Acting Strategically; The Strategic Plan; Effective Strategic Processes; Ideas; Tools And Techniques; Operational Responsibilities; Change Management; Culture Change; The Business Plan; Analysing The Current Reality; Formulating; Evaluating And Implementing Strategy;
Qualitative & Quantitative Management Research
Methods And Techniques; Research Design; Data Collection; Data Handling Techniques; Methods Of Analysis; Research Reports; Analysis Of Variance; Diagnostics And Model Development; Introduction To Management Science Modelling;
Introduction To Financial Management; Principles Of Financial Management; Mechanisms For Financial Planning; Financial Management Tools And Concepts; Financial Decision Making; Techniques Of Financial Appraisal; Company Performance; Needs Of Stakeholders; Sources Of Finance;
Accounting for Performance
Managerial Accounting; Budgetary Planning And Forecasting Methods; Interpreting Budget Outcomes; Cost-Structure Analysis And Profit Calculation; Making Decisions On Pricing; Cost Control; Cost Reduction; Analysing Financial Viability;
Managerial Decision Making
Types of decisions and problems; decision making models; development of alternatives; engaging in debate;
Managing Human Resources
Human Resources; The Changing Nature Of Careers; Developing An Effective Workplace; Selection Process; Appraisal; Globalization; Cultural Competence; Managing Diversity; Flexibility; Uncertainty And Change; Review And Reflection;
Economics as a Theory Of Organisation; Demand And Supply And Equilibrium; Consumers And Markets; Strategic Interaction And Dynamic Competition; Uncertainty In Behaviour And Markets; Information And Efficiency;
Processes For Change; Creativity And Improvement; Managing Adaptive Organisations; Managing Diversity; Impact Of Change On People; Innovation And The Changing Workplace; New Products And Technologies; Exploration And Entrepreneurship; Changing People And Culture; Implementing Change;
Dynamics of Behaviour in Organisations
Human Behaviour; Personality And Individual Differences; Work Motivation; Decision Making; Rewards Systems; Leadership; Groups And Group Processes; Design Of Work; Organisational Culture And Creativity;
The Concept Of Motivation; Foundations Of Motivation; Motivating Others; Reinforcement; Job Design For Motivation; Empowering People; Giving Meaning To Work;
Effective Performance in the Workplace
Company Organisational Culture And Structures; Building An Effective Workforce – Recruitment; Team Selection; Appointment And Termination; Training And Appraisal; Motivational Strategies; Competition In The Workplace; Wage And Salary Administration; Job Restructuring;
The Nature Of Leadership; Leadership Versus Management; Leadership Traits; Matching Leadership Style With Situation; Power And Influence; Leading Change; Building A Network; Managing Team Conflict; Mentoring (Setting Goals; Measuring Progress; Taking Action);
Communication And The Manager’s Role; Types Of Communication; Building Communication Networks; Communication And The Different Stakeholders; Managing Organisational Communication; Internal And External Communication;
Project management and strategy; defining and assessing the project; the project plan; work/costings/and timings; work breakdown structure; project resources; project schedules; managing the project process; effective delegation;
Project Management Software
Introduction To Projectlibre; Downloading & Installing The Application; The Projectlibre Screen Environment: Gantt Charts; Using Network Diagrams; The Resources View; The Work Breakdown Structure Chart; The Resources Breakdown Structure Chart; The Reports Screen; The Task Usage Detail Screen; The Resource Usage Detail Screen; The Histogram Screen;
Entrepreneurship and Intrapreneurship
Managing Creativity And Innovation; The Relationship Between Enterprise; Entrepreneurship; Intrapreneurship And Self-Employment; Setting Up An Organisation; Entrepreneurial Leadership; Managing Growth And Sustainable Entrepreneurial Organisations; Developing And Managing National And Global Business Networks And Other Key Stakeholders;
Managing Quality & Performance
Optimising Performance; Organisational Regulation And Control; The Meaning Of Control; Approaches To Control; Choosing Standards And Measures; Feedback Control Model; Financial Control; Trends In Quality And Control; Quality Control And Monitoring; International Standards;
Defining Risk Management; Categories Of Risk (Internal And External Risks); Identifying The Project Risks; Risk Analysis And Assessment; Qualitative Analysis (Fishbone Diagram; Classification Matrices); Quantitative Analysis; Introduction To Risk Planning; The Risk Register Output To Risk Identification; Avoiding Risk; Reducing Risk (Mitigate); Contingency Plans; Risk Acceptance; Risk Monitoring; Insurance; Planning For A Crisis;
Information Technology and E-Business
Information Technology And Management; Knowledge Management; Technology; The Internet And E-Business; Implementing E-Business Strategies; Going International;
Concepts Of Risk; Approaches To Managing Risk; Identifying; Analysing And Managing Risk; The Risk Management Framework; Risk And Decision-Making; Evaluation;
Why Marketing Matters; Marketing Strategy Development; Marketing Research; Marketing And The Internet; The Influence Of Culture In Global Marketing; New Challenges For Global Marketing;
Managing in a Global Environment
Managing In A Global Environment; Factors Affecting Management Across Cultural Barriers/Global Organisations; Working Internationally; A Borderless World; The International Business Environment (Exporting; Outsourcing; Licensing; Investing); The Economic Environment; Resource And Product Markets; The Legal-Political Environment; The Socio-Cultural Environment; International Trade Alliances; Multinational Corporations;
Managing Ethics & Social Responsibility
Managing Ethics and Social Responsibility; Managerial Ethics; Criteria For Ethical Decision-Making; Corporate Social Responsibility; Sustainability And The Natural Environment; Responsibility;
Strategic Corporate Social Responsibility
Introduction To CSR; The Arguments For CSR; Developing A Strategy For CSR; Incorporating CSR Into The Business Model; CSR And The Stakeholders; Implementing CSR; Measuring The Impact Of CSR;
Introduction to Digital Marketing
Digital Marketing; How the internet works; What is HTML & CSS; Servers & CMS;
Digital Marketing Communications
The Marketing Mix; Inbound vs. Outbound; Overview of marketing communications; How Marketing has changed in the digital world; The changing consumer journey; The buying funnel; The changing organisation and the changing marketing mix; Market segmentation and the importance of understanding the customer; Market research and collecting and analysing the data; The importance of branding and brand development; Marketing communications in a digital world; Promotional activities including advertising, sales promotion, events, sponsorship, personal selling, sponsorship, direct marketing and public relations.
Segmentation & Targeting
Defining your target audience; Understanding your customer; Segmentation; Personas;
Strategy & Planning
A simple plan; Adoption of Planning Frameworks; Situational Analysis; Planning using personas; Audience segmentation; Value proposition; Setting objectives; Developing a strategy; Engaging throughout the customer lifecycle; Prioritising digital tactics; Evaluating success and optimising strategy; The SOSTAC Strategy Framework; RACE Digital Marketing Planning Framework; Budgets; Digital Storytelling;
Developing a Core Search Engine Optimisation Strategy
On-Site SEO: SEO Engines and content strategies; Overview of global search engine market; How search engines work; Search engine behaviour; Obtaining visibility in search engines; Robots/spiders for different content; Ranking factors; Importance of URL’s; White hat optimisation; Optimum approach to website architecture for SEO; Importance of your websites content quality and engagement; Search engine algorithms; Recent Google algorithm updates; Choosing keywords and content topics; Long tail keywords; Semantic indexing; Influences in click through rates in organic listings; Meta data; Content strategies for local listings; Multi-region /Multi-lingual content; Image/ Video/pdf optimisation for SEO;
Offsite SEO: Link building strategies & tools; What is anchor text; External links vs internal links; Quality vs number of links; Link recency; Link directories; Link spam; Offsite SEO and trust; Domain authority; Open-site explorer; Social media and SEO; Personalisation; Free and Enterprise SEO tools; Keyword strategies; Google keyword planner; Webmaster tools; Ranking by ethical means;
Keyword Management: Key - genetic modifiers; Location; Price; Types; Industry Specific; Keyword tools; Keyword phrase research; Keyword buying phrases; Focused product related pages; The tier system and keyword evolution; Choosing keyword density; Effective keywords; Regionalisation of keywords;
Landing Page Optimisation: Spiders, Crawlers and Robots; Principals of attracting robots; Maximising your title tag; Head and Meta Tag content; Opening paragraphs; Use of formatting tags to attract robots; Posting your site to search engines; Reposting after changes;
Definition of Content Marketing; Inbound marketing; Content creation lifecycle; Content types (Infographics, Audio-Visual); Google hangouts; Webinars, graders & widgets; Content and event promotion; Undertaking a content audit; Mapping content to target audiences and buying cycle; Content planning; Content syndication and social sharing; Google authorship; Content atomisation;
Benefits of tracking; Tracking methods; How to set up a google analytics account; Adding tracking code to your website; Webmaster tools; GA profile settings; User management; Goals; Filters; Events; Custom alerts; Reports; Analysing your website audience using Google Analytics; Understanding visitor flows; Acquisition; SEO; Analysing user behaviour; Reporting on site content; In-page analytics; Conversions; Funnels; eCommerce; Multi-channel funnels; Google Analytics tools;
Google AdWords and AdSense
Google AdWords: Introduction to AdWords; Setting up a Google AdWords account; AdWords account structure; Managing multiple accounts; building an AdWords campaign; Keyword tools, networks and devices; Bidding types; Ad text guidelines; Writing good ad text; Managing your PPC campaign; Common Google AdWords mistakes;
Google AdSense: Introduction to Google AdSense; Factors that affect revenue earnings; The range of AdSense products; Targeting options; The AdSense interface; Creating an ad unit; Custom channels; Allow and block ads; Block sites and categories ad networks; Ad review centre; Performance reports;
Writing for the Web
Creative writing for the web; Writing for your client; Relevant marketing content; Importance of marketing messages; Simple versus complex marketing messages; Keeping a natural flow to your marketing content; Keyword management; When to use keywords; Ratio of prose to keywords; Importance of homepage content; Importance of spell checking; Using a copywriter;
Social Media: Using social media to market and communicate online; Facts and figures for social media adoption in Ireland; Creating a social media strategy; Finding your customers online; How to market your business on Facebook, How to use Twitter to reach customers and influencers; How to find leads on LinkedIn; Instagram; Snapchat; Pinterest; Brand personality and tone of voice; Creating a content calendar; Measuring social media success; Social media tips;
Video: Choosing the right type of video; Viral videos; Tips on video planning; Optimising for better search results; How to get your video seen;
Blogging: Introduction to blogging; The benefits of blogging for business; Blogging platforms and tools; Golden rules of ideas for blog content; Structure of a blog post; How to drive traffic to your blog; Commenting on other blogs; Getting more readers;
Interactive Tools & Data Collection
Interactive tools: Facebook social plugins – Like/Share/Send Buttons; Twitter widgets – Profile/Favorite/Search Widgets; Pinterest; LinkedIn; Instagram; Snapchat; Video Galleries; Flicker Libraries; Creating community with forums and blogs; Geographical elements – maps and currency converters; Feeds; Flash uses and considerations; Information quest; Adding value;
Data collection: Survey & polls; Lead generation; Sign Up form; Feedback form; Website optimiser; Newsletter Sign Up; Diary & RSVP;
Facts & Figures re Email Effectiveness, Best Practice in Building Your Email List, Defining Your Email Marketing Objectives and Content, Email Heading Tips, Segmenting Your List, Benefits of Using Email Software, Examples of Email Software, Measuring Success, Rules and Regulations of Email.
Why Mobile, SMS Marketing, QR Codes, Augmented Reality, Branded Apps, Mobile Sites, Proximity Marketing (Beacons, Bluetooth, NFC and Location SMS), Mobile Advertising, Mobile Search, Mobile Behaviour, Legal Concerns.
Introduction to Affiliate Marketing, Irish Affiliate Landscape, Affiliate Networks, Affiliate Marketing as Part of the Marketing Mix, Affiliate Marketing SWOT, Reasons to Use Affiliate Marketing, Traits of a Successful Affiliate Marketing Programme, Types and Examples of Affiliates, Relationship Between Search and Affiliate Marketing, Direct-Linking Search, Strategic Search, Examples of Affiliate Marketing Lead Generation.
Characteristics of ecommerce; Waves of ecommerce; Advantages and disadvantages of ecommerce; Methods of accepting payments online; SSL; ecommerce categories; Methods of accepting payments online; ecommerce platforms and their features; Traits of successful ecommerce websites; ecommerce conversion rates by device; Shopping carts and dropout rates; Multichannel commerce; Challenge of integrating online and offline; Online personalisation; Google shopping; Analysing ecommerce website user behaviour; Social media and ecommerce; commerce; Considerations when implementing an ecommerce project;
Criteria for eligibility must be met in full prior to commencing the programme. For successful enrollment on the Postgraduate Diploma course, the minimum entry requirement is a prior Degree level qualification.
On successful completion of this course you will receive a Professional Postgraduate Diploma qualification that is certified and awarded by the ICM (Institute of Commercial Management).
The Institute of Commercial Management was founded in 1979 and is one of the leading Professional Examination and Certification Bodies in the world today. Fitzwilliam Institute have developed and provided practical skills training courses in liaison with the Institute of Commercial Management qualifications and certifications framework for over 25 years. The Institute of Commercial Management certifications and continual professional development training awards are recognised by leading industries, bodies and professions.
Duration: You will have full access to online resources and subject expert support for two calendar years. However, you can complete the course in as little as 1 year, by dedicating 6-8 hours of study per week.
Course Fees: 1995.00 EUR
To secure your place on the course the full fee is required. All fees must be paid in full before the course begins. Please note, the full course fees are inclusive of all course materials and certification costs.
Enrolment intake is strictly limited on this course. Early application is advised. Places are allocated on a first come first served basis.
Fitzwilliam Institute closes on Bank Holidays and for a number of days at Christmas and New Year. Fitzwilliam Institute reserves the right to postpone, cancel or alter courses without notice or to change any of the details in this brochure. Fees are not refundable unless the course is cancelled by Fitzwilliam Institute. Distance Learning courses are provided by Fitzwilliam Institute BGLS Ltd.
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