Diploma in Advertising with Digital Marketing & Public Relations via Online Distance Learning

Advertising - Strategic

Introduction to Advertising

Advertising Defined; Role of Advertising; Representative Bodies; Codes of Practice; Law and Ethics of Advertising; Relationship between Advertising; Media and Public Relations; Advertising and Marketing – Brands; Consumer Expectations; Limitations of Advertising;

The Advertising Agency

Advertising Agency Structure; Advertising Agency Selection and Appointment; Remuneration; The Client - Agency Relationship; Brief Creation; Interpretation and Communication; Advertising Terminology;

Campaign Planning

How Advertising Happens: The Need for Planning; Advertising Objectives; The Advertising Process; Advertising Strategy; Budgets;

Campaign Management

Formulating Strategic Advertising Campaigns to Support Branding; Segmentation and Positioning Strategies; Advertising Campaign Research and Evaluation of Advertising Effectiveness - Pre and Post Testing Techniques; Understanding Consumer Behaviour and Market Research in Advertising Composition;

Advertising – Creative

The Creative Process - Themes; Rationale and Emotional Motives to Purchase; The Creative Brief; Design Guidelines; Testing Creative Effectiveness; The Production Process - Artwork; Copyright; Layout; Photography; Design and Printing; Award Winning Campaigns; Exploring Opportunities for Integration with other Communication Techniques - Sponsorship; Public Relations; Sales Promotion; Direct Marketing and E-Commerce;

E-Commerce

The Business of E-Commerce & Online Marketing; Website Creation and Design; HTML development; Formatting; Links; Frames and Tables; Images and Animation - GIF Animation; Image Compression; Image Composition; Usability -Design and Layout guidelines for your website; Site Uploading - File Transfer Protocol;

Marketing

Marketing Environment

Introduction to Marketing and the Marketing Concept; The Marketing environment; political; economic; social and technical factors; The market information system; The market research process; collecting and analysing data; Reporting the findings;

Marketing Management

Marketing Management and Planning; Organisation and management of the marketing department; Corporate Planning; SWOT Analysis; Competitor Assessment and Business Strategy; Product Portfolio Planning; Models and Management; Developing a Marketing Plan; Implementation and Control; Market Segmentation; Targeting and Positioning;

Digital Marketing

Search Engine Optimisation (SEO)

The Online Content Factor; Search Engine Algorithms; Impart; Spamming; Online Advertising; Web Keyword Strategy; Link Relevancy; Link Exchange;

Analysing the Web

Website Hits; Website Page View Analytics; Recording Online Visitor Statistics; Time of Visit to website; Keyword Phrase Used; IP Address Information; Website Arrival and Exit Pages; Logfile versus Page Tagging; Web Click Tracks and Google Analytics; Benefits of Web Analytics;

The Google Factor

Google Adwords features; Adwords Policies; Google Adwords Distribution; Google Adwords Pricing and Ranking; Internet Position Performance; Google Online Account Creation and Navigation; Google Keyword Matching; Google Location Targeting; Google Web Text Ad Creation; Google Online Reports; Web Analytics and Conversion Tracking;

Public Relations

PR Defined; Its Role within the Promotional Mix; PR Techniques and Methodologies - Online & Offline Press Relations; Public Affairs; Lobbying; Press Releases; Broadcasting; Photography; Literature and Printing; Crisis Management; Contingency Planning and Corporate Image; PR Planning - Setting Objectives; Budgets; Proposals; Fundamentals of Sponsorship; Types of Sponsorship - Sports; Cultural; Education and Charity; The Sponsorship Management Programme - Objectives; Selection; Budget; Agency and Event Management; Measurement of Effectiveness;

Public Relations Strategy

The Six Point Plan; Public Relations Campaigns; Public Relations Client Interactions;

Media Writing

Introduction to Media Writing; Grammar; Pre-Writing; Writing; Re-Writing; Writing a Press Release; The Press Kit; Module Summary;

Online Public Relations

Online Influences on Present PR Practices

Writing for the Web; Internet influence on News; Internet Journalists; Economics of Online News Production; Internet Critics and other influences; the PR Practitioner as an Online Publisher; Ethical Internet PR; Truthfulness and Duty of Care; Online Ethics; Debate; Guidelines and Best Practice;
Monitoring and Evaluation of Social Media Discourse; Trends and Value; Policy Influences; corporate speak; Implications of Social Media for Corporate Social Responsibility;

Social Media and PR strategy

Local versus Global Communication; Landscaping Platforms; Channels and context; Online PR Organisational Analysis and Segmentation; Developing Online PR Strategies; Online PR Tactics and SEO considerations; Online PR Planning; Managing Online PR Risk and Opportunities;

The Social Media Landscape

Blogs; Microblogs; Chatrooms; Delicious; Email; LinkedIn; Facebook; Snapchat; Instagram; Twitter; Instant messaging; Message Boards; Mobile Internet ; New Media Releases; Online Conferencing; Online Surveys; Pay per click; Podcasts; RSS; Search Engines; SEO; Social Networking Service Sites; Video Sharing; Virtual worlds; VoIP; Wiki and Widgets;

The Internet as a Media

Commercial Implications of the Internet; Social Interaction with the Internet; Web 2;0 and its Implications; Internet Convergence; the Network Effect; Internet Information Exchange; Internet Audience Size and Exposure; Internet Culture and Communication; Transparency and the Internet;

Setting Up and Marketing Your Own Digital Marketing Consultancy

The Business Plan; Legalities; Setting Up: Set up a workplace; Organise your insurance; Understand the options available to you for financing your business; Marketing Strategy: Create a marketing strategy; Develop a marketing plan; Knowing Your Competitors; Promotional Tools: Understand and utilise the range of promotional tools;

Presentation Skills

Creating and Delivering a Presentation; Client Presentations: create an effective presentation (e.g. an event pitch); Tailor your presentation to your audience; Demonstrate an awareness of the appropriate use of visual aids (including design considerations); Understand the vocal, verbal and visual aspects of a presentation (including the use of body language); Presentation Rules and Characteristics;