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This is the first in the series of 15 lectures on the SureSkills Diploma in Digital Marketing.

This course will provide you with the skills and knowledge to understand the fundamental digital marketing planning concepts for an organisation together with key factors involved with the implementation, evaluation and measurement of running successful Digital Marketing and Social Media campaigns. 

Covered on this module: 

  • Introduction to the SureSkills Diploma in Digital Marketing 
  • Logistics & key Digital resources 
  • Overview of the course and assignment 
  • Overview of the Digital Marketing landscape
  • Digital Marketing channels
  • Benefit and Importance of content and inbound marketing
  • Case studies

Lectures on this module:

OverviewDates and prices for SureSkills Digital Marketing Courses Icon
Search engine optimisation (SEO) involves achieving the highest position or ranking in the organic listings in the search engine results pages (SERPS) across a range of keywords or phrases entered by search engine users. SEO is one of the most cost-effective digital marketing techniques, but also one of the most challenging to get right. 

Success in SEO is dependent on understanding the most important SEO ranking factors which will give you the best position and then working hard to perform better than your competitors. It is very important to stay up to date on the latest algorithm changes that Google makes. After completing this module you will have a good understanding of the principles of SEO, how to implement these techniques which will start to increase your website rankings on Google.

Covered on this module

  • Introduction to Search Engine Marketing
  • Why Search Engine Marketing is so important and how it works
  • The Search Engine Optimisation process
  • SEO planning, keyword research and analysis
  • On–page optimisation
  • Off–page optimisation
  • Link Building
  • Conversion Optimisation
  • Localisation and getting found in Local Search
  • A structured process for SEO with 10 top tips and best practices.

    Lecturers on this modules

    • Rosey Broderick - Webresults
    • Paul Haslam - Webreau
    • Shane Curtin - Vroom SEO 

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Pay per click (PPC) is an advertising model used on websites, advertising networks and search engines where advertisers pay when a user clicks on an ad to visit the advertiser’s website. Advertisers bid on the keywords/phrases they believe their target market would search for when they are looking for a product or service. 

PPC campaigns can be one of the most effective forms of online marketing as your ads are visible to a targeted audience at the time when they are looking for a product or service. As PPC markets are becoming increasingly competitive, you need an effective strategy or you’re throwing money (and traffic) away. This PPC modules looks at what strategies, tools and techniques you need to achieve successful pay per click. 

Covered on this module

  • Pay Per Click and Search Engine Marketing
  • The paid search market
  • How Google Adwords works
  • Setting up an adwords account
  • Keywords
  • Adtext
  • Landing pages
  • Display Network
  • Quality Score
  • Bidding
  • Reporting & Measuring
  • Mobile & Social
  • Further support & reading

Lecturers on this module:

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Google Analytics is a website reporting platform. Google Analytics not only lets you measure sales and conversions, but also gives you fresh insights into how visitors use your site, how they arrived on your site, and how you can keep them coming back. You can decide what data you want to view and customize your reports, with just a few clicks. Knowing how to get the most out of your data is essential. 

During this module you will get practical advice on using the tool’s full functionality. You will get a good working knowledge of the tools, technologies and data sources to improve results from your website through analysing site visitor characteristics and behaviour. Define key performance indicators and create a comprehensive measurement framework from advanced segments, to goals and multichannel analysis. 

Covered on this module: 

  • How Google Analytics works
  • Getting set up on Google Analytics
  • Privacy and Tracking codes
  • Understanding your visitors and improving reach
  • Tracking Goals
  • Using campaign tracking for social media
  • Google Analytics reports & actionable insights

Lecturers on this module:

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Inbound Marketing is all about getting found online by potential customers, it focuses on attracting target customers to your website or social media channels with the intention of converting the visits into sales. The focus is about developing content relevant to potential customers instead of forcing your message upon them. This is done by creating and providing content that your target customers would be interested in, promote the content across various relevant channels, building customer relationships, and overall ‘pulling’ the target customer towards you. 

Inbound leads are generated across a combination of SEO, content creation, blogging, sharing of content across relevant social media platforms, video & image marketing.

  • Driving traffic to your website by creating content

  • Lead generation

  • Converting leads to sales

  • Monitoring

Covered on this module 

  • Digital Migration
  • Outbound to Inbound Marketing
  • Inbound strategies
  • Role of content marketing
  • Driving traffic to website
  • Buyer personas
  • Online lead generation
  • Converting leads to sales
  • Analyse and measure
  • ROI

Lecturers on this module;

  • Conor Boyce Earlytoe Inbound Marketing
  • Keith Feigherey Digital Insights

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Mobile is growing faster than any technology before; the trend of consumers favouring mobile devices is very strong in Ireland – with an explosive growth in smartphone and tablet ownership in the last year. With 10,000 iPhones sold in Ireland every week, 3 in 4 Irish are expected to own a smartphone by the end of 2012 while 2 in 5 are expected to own a tablet. Local is a major component of mobile search traffic, after looking up a local business on smartphones, 61% of users have called the business and 59% have visited. With this in mind it’s not just your websites that needs to be mobile, you need to make sure that everything you do on the Internet works on a mobile platform.  

Covered on this module: 

  • Mobile traffic v’s desktop traffic
  • Smartphones in demographics
  • Mobile browsing
  • Social Media Marketing and mobile
  • Mobile Apps
  • Mobile commerce
  • Mobile Advertising
  • Mobile Marketing Tools
  • Mobile Landing Pages
  • SMS
  • Current and Future Trends 
  • Best Practice Case Studies 

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Email is one of the quickest and most cost effective ways to promote your business, to get back in touch, to generate enquiries and drive sales. To be successful, an email campaign needs planning, realistic goals, timing and a secure platform to support it.

In this module you will learn how to get a better ROI from your Email campaigns by looking at common issues within all aspects of email marketing, from planning, setting realistic objectives and strategies, through to improving deliverability.

Leave this session with a new or refined email marketing strategy for your business and a stack of tips and tools to help you 

Covered on this module: 

  • Understanding email marketing best practices
  • Identifying ownership and where email marketing sits
  • Briefing on the latest privacy laws and guidelines
  • Building and segmenting your database
  • Understanding Email reporting
  • How to improve email campaign results
  • Strategies to improve deliverability
  • Multichannel marketing - integrating email with offline marketing
  • Matching content and offers to audiences to achieve results

    Lecturers on this modules

Laying The Foundations Of A Successful Social Media Marketing Plan

    Covered on this moduleDates and prices for SureSkills Digital Marketing Courses Icon

    • An overview of social technologies in business today
    • Tips for establishing governance including a social media policy to support your social media
    • Establishing your objectives and success criteria for using social media
    • An introduction to social media monitoring to support your marketing goals and to manage your online reputation
    • Enhancing online word of mouth about your products and services through social sharing
    • Building online visibility though business blogging  - including tips on how to identify if business blogging is right for your organisation, the types of content you should include in your editorial calendar and the different options available to host your business blog

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    Facebook and Twitter For Business

    Facebook Overview

    • How to ensure that your Facebook Page reflects your visual identity or that of your current marketing campaign
    • Understanding Facebook Page guidelines
    • Tips and tools for hosting competitions and promotions on your Facebook Page
    • Using applications to integrate your marketing Guidance managing Facebook comments
    • Developing a content plan that will support your Facebook marketing goals
    • How to increase visibility of your Facebook Page through Facebook advertising
    • Measuring the impact of your Facebook marketing through Facebook Insights
    • A checklist to help you plan for a successful Facebook campaign
    • Best practice tips for using Facebook Groups to host a private community

    Twitter Overview

    • Building a community of followers on Twitter
    • How to create Twitter content that engages your followers
    • Guidelines for using Twitter for customer support
    • Tips and tools to for a successful Twitter marketing plan
    • Guidance for hosting contests and competitions on Twitter
    • Tips for measuring the effectiveness of your Twitter marketing

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    Online Video For Business

    • Exploring the types of video that can support your marketing campaign
    • Platforms and tools to help you create your online videos
    • Platforms to host your online videos including using YouTube for business
    • Essential best practice tips for using YouTube in your business to host your online videos

    LinkedIn For Business

    • Understanding the new LinkedIn layout for personal profiles and how to optimise it for lead generation
    • Best practice tips for building your business network on LinkedIn
    • Best practice tips for LinkedIn endorsements and recommendations
    • Etiquette for participating in LinkedIn Groups to help you build visibility an authority in your field
    • Essential tips for setting up your own LinkedIn Groups
    • Establishing a Company Page to promote your products and services
    • An overview of Linked Advertising to help you promote your products and services

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    Emerging Platforms And Connecting With Influencers Through Blogger Outreach

      Pinterest

      • Understanding the opportunities presented by Pinterest for marketing your business
      • Tools to support you when marketing on Pinterest

      Instagram

      • Using Instagram in your marketing plan
      • Tools to support you when using Instagram for marketing

      Google Plus

      • Optimising your Google Plus Page for your business
      • Using  Hangouts, Events and Communities on Google Plus to support your marketing plan
      • How to benefit for Google authorship in search results

As all of our lecturers are industry practitioners they use this module to highlight and promote the ever changing and ever growing field of social media marketing. Each month a brand new social media platform emerges and through this session we can ensure you that you will be learning the very latest in emerging and influential social networks. 



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During this session we will be introduced to the ever growing area of Display and Banner advertising, which now plays a pivotal role in every organisations marketing strategies. 

Our lecturer will introduce us to the key topics. i.e What is display advertising, formats and publishers, planning and pricing a campaign, getting creative in the process, tracking and reporting of the campaign,Smart Banners as well as helping participants understand the components of online advertising success and enable the students to be able to understand and construct and their very own online media campaign.

Covered on this module

  • What is Display Advertising?
  • Market trends
  • Display Advertising Formats
  • Publishers & monitisation  
  • Pricing
  • Planning a campaign 
  • Creative & SMART banners 
  • Tracking & reporting 

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This lecture covers the key aspects of eCommerce and Internet retailing, from planning and marketing, through to website and technology. 

Whether you are already involved in eCommerce or you are from a more traditional retail background, completion of this module will develop your understanding and appreciation of the key disciplines of eCommerce.

The session has been designed to cover the fundamentals of eCommerce for a typical start-up or traditional retail company looking to sell products or services online and will be relevant to anyone with responsibility for managing or developing an eCommerce website. 

Covered on this module:

  • Strategy & Planning
  • eCommerce & Payment Systems
  • Website & User Experience
  • Marketing & Social Integration
  • Maximising Revenue
  • Performance Analysis

Lecturers on this modules

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In this session students will learn what exactly Affiliate Marketing is, the benefits of using Affiliate Marketing as an additional marketing channel, how and why set up an affiliate programme, what makes a successful affiliate programme and how to use affiliate marketing for lead generation. 

Covered on this module

  • What is Affiliate Marketing?
  • The main players
  • Affiliate networks
  • How it all works
  • Practical examples
  • Affiliate marketing SWOT
  • Why Set Up An Affiliate Programme
  • Affiliate Marketing Benefits
  • Affiliate Best Practice

Lecturers on this module;

Working for uSwitch Eoin helps you find the best deal on pretty much everything from your electricity/gas bills to cheaper broadband and digital TV.

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Your business needs a clearly defined digital strategy to grow online. In order to do this you need a clear and coherent framework for producing a compelling digital marketing plan and this is ultimately about using best practice web analytics techniques to drive commercial value from digital marketing. This module will help you create a digital strategy that is directly focused at your digital target market. 

Covered on this module: 

  • Bringing it all together
  • Overview of the course assignment 
  • How to create a Digital Marketing plan
  • Core components of a Digital Strategy
  • Frameworks to follow
  • Setting business objectives and Digital goals
  • Trackable KPI's
  • Developing a metrics mix
  • Ongoing KPI & Metrics analysis

Lecturers on this module;