Don’t get left behind, top digital marketing skills will allow you to compete

Our courses bridge the gap between theory and the real world practice. Not only can you achieve globally recognised certification, you will learn from industry experts. Who better to learn from than the people doing it every day?

Globally recognised certification

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The Chartered Institute of Marketing is an Ofqual regulated provider whose qualifications are also accredited by the European Marketing Confederation. This means that our Advanced Diploma in Digital Marketing includes the opportunity to gain an internationally recognised Ofqual Level 4 Certificate in Professional Digital Marketing (equivalent to NQF Level 6) and start your journey to Chartered Marketer status.

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Globally recognised certification

The Chartered Institute of Marketing is an Ofqual regulated provider whose qualifications are also accredited by the European Marketing Confederation. The Advanced Diploma in Digital Marketing includes the opportunity to gain the internationally recognised Ofqual Level 4 Certificate in Professional Digital Marketing (equivalent to QQI Level 6).

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Learn all that you need to know about Digital Marketing in one place

This is a comprehensive education in digital marketing. We’ll start by understanding the customer, talk about planning and monitoring marketing campaigns and so much more.

How the course is delivered

Format and schedule
  • The Advanced Diploma is delivered fully online.
  • If you opt for CIM qualification, there are appoximately 10 hours of lectures, 37 hours of scheduled CIM tutor support and 23 hours of self-study time. Every 3rd Thursday evening there is a tutor session.
  • There are three modules. At the end of the first module there is a 2h multiple choice exam. At the end of Modules 2 and 3 there are assignments to be submitted.
  • There are defined dates that can be booked to complete the exam and assessments.
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  • You must successfully complete the assessment to be awarded the CIM accreditation.
  • You must successfully complete the theory, masterclasses and pitch training before receiving the Advanced Diploma. Although submitting a pitch club video is optional.
  • The assessment fee for the CIM qualification is £450. The annual fee to become a CIM Studying Member, is £65. These costs are extra to the course fee. If you do not opt for CIM qualification, these costs do not apply. You will still receive the Advanced Diploma in Digital Marketing.

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Applied Marketing

In this module, you will learn about the role of marketing in the organisation and the key concepts that underpin the activities of the marketer. You will explore the marketing environment, customer behaviour in the digital age, market research and the marketing planning process. This will include the marketing mix and a tactical planning framework to aid marketing effectiveness.

Understanding Customer Behaviour
  • Trends and competition
  • Customer personas & segmentation
  • The customer journey
  • Buying factors and behaviours (psychological, social, cultural and personal)
  • Market penetration & market development
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  • New product development (NPD) and diversification (Ansoff).
  • Planning frameworks (eg, MOST, PR Smith’s SOSTAC®, APIC)
  • Branding and brand positioning
  • Multi-channel approaches
Analysing Marketing Trends & Data
  • Macro considerations (PESTEL, PESTER, SLEPT, STEEPLE)
  • Micro considerations (Customers, Competitors, Distributors, Suppliers, Interest groups/stakeholders)
  • Porter’s 5-forces and levels of competitive rivalry
  • Vision, mission, goals, objectives, governance and attitude to risk
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  • Primary and secondary data
  • Research methods: surveys, interviews, focus groups, panels, Delphi technique, observations and participation, experiments, mystery shopping and store audits.
  • Qualitative and quantitative research
  • Marketing Information System (MkIS)
The Marketing Mix
  • The 7Ps of the marketing mix
  • Product portfolios (BCG and GE matrix)
  • Pricing strategies and tactics
  • Physical evidence and tangible cues
  • Differing contexts B2B, B2C, NFP, national, regional and international
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  • Changes in trends, customers, competitors and/or organisational environment
  • Measure effectiveness using metrics; Product, Price, Promtion, Place
  • Measurements – profit, ROMI, CLV, NPS, and customer satisfaction
  • Online metrics – CTR, CPC, bounce rate and sentiment

Planning Campaigns

This module covers the planning of effective marketing campaigns and the processes for developing relevant marketing activities to influence customers. The module comprises of three units: the first unit develops knowledge about the campaign planning process; the second unit develops the skills and knowledge to prepare and implement an effective marketing campaign plan; and the third unit develops knowledge and application skills to measure and monitor the results of marketing campaigns.

Planning a campaign
  • The creative brief (target market, objectives, message content, call to action, tone of voice and desired emotional response)
  • The role of external agencies, selecting and managing them.
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  • Internal Factors (Organisational type, mission, objectives, structure, history, culture, SWOT analysis)
  • External factors (External stakeholders, customer analysis, competitor analysis, PESTLE analysis)
Implementing a campaign
  • Setting SMART objectives (including increasing sales customer acquisition and retention, brand)
  • Message and positioning strategies
  • Resources needed (budget, skills required, workload allocations, responsibilities, use of agencies, constraints)
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  • Developing the media plan (Customer-value proposition, communications mix, multichannel planning, media buying processes)
  • Tools to support campaign planning (project management, critical path analysis, resource scheduling, Gantt charts)
  • How to gain internal support (including communication mechanisms and scheduling)
Campaign Analysis
  • Customer satisfaction and retention, Financial implications and adapting campaigns
  • Measuring metrics and KPIs
  • Tracking marketing channels
  • Customer feedback
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  • Real-time monitoring
  • Media effectiveness evaluation
  • Return on marketing investment (ROMI)
  • Evaluation reports for stakeholders

Digital Marketing Techniques

This module focuses on the importance of the ever-evolving, dynamic digital landscape. You will develop skills to improve digital marketing performance and explore the challenges and opportunities within the digital environment. You will also use a range of tools to plan how to enhance an organization's effectiveness in the digital age.

Core Digital Marketing Tools (SEO, PPC etc).
  • The digital marketing toolbox including Email, Websites, Online PR, Search Engine Marketing, Blogs, Social networks, Online advertising
  • Encouraging customer acquisition, conversion and retention
  • Real-time marketing, customisation, triggered processes and co-creation
  • Using VREA (Validity, reliability, effectiveness and applicability of techniques)
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  • Strong and weak practice using examples from a range of organisations
  • Reach, impact and cost effectiveness
  • Sentiment analysis
  • Adapting the marketing mix
  • Key factors in content marketing
Integrating Digital & Offline Marketing
  • Frameworks and models of integration
  • Ensuring co-ordination and consistency
  • Integrated data and analysis
  • Increase reach and enhance customer touchpoints
  • Issues concerning data management
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  • Capturing customer feedback
  • Reviewing marketing insights and analytics
  • Stakeholder personas to understand interests
  • The online customer journey, including pre-purchase, purchase and post purchase
  • Customer retention and customer lifetime value
Developing a Digital Marketing Plan
  • The key stages in digital marketing planning (Objective setting, Digital toolbox, Resources, Implementation)
  • Key components of a digital marketing plan to meet stated objectives
  • Understanding of the data (Primary and secondary data, internal and external sources)
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  • Online metrics (Social media metrics, Actionable metrics, Vanity metrics)
  • Monitoring changes in the technological environment (environmental scanning, capturing and reporting, developing insights)

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Turbo boost your career with up to the minute learning

We offer masterclasses with industry experts who are doing digital marketing everyday. You’ll even have an opportunity to pitch your marketing ideas and get feedback from experienced marketers.

Masterclasses from industry experts will help you learn faster

For our marketing courses, we’ve teamed up with Mediahuis, the name behind well-known websites such as the Independent.ie and Belfasttelegraph.co.uk. Listen to the Head of Marketing and the Head of eCommerce give lessons from the front lines of marketing in Masterclasses and our Blog.

Experienced industry experts present our masterclasses

Practice pitching your ideas to real marketers

Get the chance to pitch your ideas to real marketers with our Pitch Club. Add this to your portfolio, use in your workplace or talk about at your next interview.

  • Receive training on how to pitch your ideas.
  • Submit a pitch video (optional) & receive feedback.
  • Listen to and learn from the pitches of others.

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Practice pitching your ideas to real marketers

Get the chance to pitch your ideas to real marketers with our Pitch Club. Add this to your portfolio, use in your workplace or talk about at your next interview.

  • Receive training on how to pitch your ideas.
  • Submit a pitch video (optional) & receive feedback.
  • Listen to and learn from the pitches of others.

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Who is this course aimed at?

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  • Those who want to acquire the mindset, the skills and the confidence that make good digital marketers so valuable.
  • Those in traditional marketing and want to upskill to digital.
  • Those who work alongside marketers and want to be able to understand their language.
  • Those who have just graduated and want digital marketing skills to boost your career.
  • Business owners who want a digital strategy for your company.
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Get on this course

Choose start dates to suit you

Get skills that employers need, future proof your career

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A qualification from the CIM is valued by employers worldwide. This and access to our masterclasses will allow you to talk more confidently about Marketing, from planning to execution. Understand the entire digital marketing lifecycle from planning through to execution. Turbocharge your career with Learning Force.

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Banner man

Get skills employers need, future proof your career

A qualification from the CIM is valued by employers worldwide. This and access to our masterclasses will allow you to talk more confidently about Marketing, from planning to execution. Understand the entire digital marketing lifecycle from planning through to execution. Turbocharge your career with Learning Force.

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Flexible learning that fits around your schedule

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We’ve combined accredited courses with real world exclusive case studies to bridge the gap between theory and practice. Our courses are delivered entirely online, fitting around your busy life and personal schedule. You’ll receive a digital certificate and are invited to attend a virtual graduation ceremony.

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Learn the secrets of Digital Marketing from those doing it everyday

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Learning Force draws on case studies from Mediahuis Ireland (formally INM), the name behind the Irish Independent, The Belfast Telegraph and other publications. In the course, Mediahuis reflects on all they have learned about digital marketing to remain highly successful, conveyed to you in exclusive masterclasses and an up to the minute Blog.

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website image of ie

Learn the secrets of Digital Marketing from those doing it everyday

Learning Force draws on case studies from Mediahuis Ireland (formally INM), the name behind the Irish Independent, The Belfast Telegraph and other publications. In the course, Mediahuis reflects on all they have learned about digital marketing to remain highly successful, conveyed to you in exclusive masterclasses and an up to the minute Blog.

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The Learning Experience

Keeping you informed, motivated and engaged is top of mind for us. That’s why we created a set of exclusive masterclasses that will not only inform but hopefully entertain. After all, story telling part of the DNA at the Irish Independent. Furthermore, our unique Pitch Club means that you can say you pitched your ideas to members of their Marketing function. A truly unique and challenging experience. We’re confident that our learning experience will turbo boost your Marketing career.

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Help when you learn with us
  • Access to the learning platform and video lectures.
  • Downloadable course material and recommended further reading.
  • Flexible payment options to assist you.
  • Compassionate support when personal circumstances require it.
  • Dedicated support phone line and email contact.

Frequently Asked Questions

Are there any entry requirements?

How long with the Advanced Diploma take to complete?

What’s the difference between the Diploma and the Advanced Diploma?

How is the course assessed?

Where does my Diploma come from? Where do I gradutate from?

What is the student experience like?

Are there flexible payment options?

Are there any additional fees?

Become a Digital Marketing Professional

Open up a whole new world of ideas and connections with this recognised course.

INSTANT ACCESS

Next course - December 01

€1,690 €993

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