The Digital Marketing Institute is dedicated to educating professionals in the field of Digital Marketing to ensure career growth and competitiveness in a global jobs market.

2. Anthony Quigley
Managing Director
@AnthonyQuigley
@dmigroup
http://ie.linkedin.com/in/anthonyquigley

3. Agenda
• Digital Marketing Institute
• Digital Marketing Context
• Institute Programmes and Syllabus
• Digital Marketing Programmes
• Postgraduate Diploma / Masters
• Structure, Aims, Application, Support
• Q&A

4. What we do !
We are addressing the global shortage of digital
skills by providing
digital marketing education.
We deliver industry designed practitioner led,
accredited education programmes in the classroom,
online and through licensed partners.

5. New Industry
DIGITAL New Careers
MARKETING Knowledge & Skills
Training & Certification

6. New Industry
New Careers
Knowledge & Skills
Training & Certification

7. New Industry
New Careers
Knowledge & Skills
Training & Certification

8. New Industry
New Careers
Knowledge & Skills
Training & Certification

9. Digital Marketing Manager
SEO Specialist
New Industry
Traffic & Analytics Manager
New Careers Digital Display Coordinator
Social Media Manager
Knowledge & Skills Mobile Marketing Director
Training & Certification PPC Specialist

10. New Industry
“Seventy percent of senior
New Careers marketing executives say
digital capability building is
Knowledge & Skills their companies’ top
priority”.
Training & Certification Gartner September 2011

11. New Industry
Respondents cited
New Careers “Insufficient skills to manage
internally” as their biggest
Knowledge & Skills barrier
to engaging in Digital
Marketing
Training & Certification Pew Research October 2011

12. New Industry
“We are in the midst of a
New Careers chronic Internet Marketing
Skills Shortage”
Knowledge & Skills Internet Advertising Bureau
European Review 2011
Training & Certification

13. New Industry
New Careers
Knowledge & Skills
Career & Qualification Roadmap
Training &
Certification

14. Career & Qualification Roadmap
The Digital Marketing Institute provides a career and qualification
roadmap through which students can progress, gaining stronger levels
of skills as they move through the courses.

15. Syllabus Development & Validation
Industry
Advisory
Council
Subject
Programme
Matter
Design
Expert
Q Validus
Validation

16. Syllabus validated by Digital Marketing Practitioners
Professional
practitioners
from 100+ digital
agencies
in Europe & USA,
responsible for
delivering online
marketing
campaigns for some
of the
worlds leading
brands.

17. WE
ARE
INDUSTRY

18. Accreditation
Certified by the Scottish Qualifications Authority
under the European Qualifications Framework.
Recognisable, transferable, international
qualifications.

20. Postgraduate Diploma
in Digital Marketing
Masters in Digital Marketing

21. Programme Structure (PG)
POSTGRADUATE DIPLOMA IN DIGITAL MARKETING
Duration: 1 Year
Schedule: Part-Time or Online
Evenings: Tuesday & Thursday
Semesters: 2, each 12 weeks
Workshops: 2 per semester
Starting: October 2nd 2012
Fees: €3,970
Streams
Digital Consumer Behaviour
Digital Marketing Channels
Digital Marketing Strategy
Digital Marketing Management
Assignments x 2 (Approx 5,000 words each)
Note: Postgraduate Diploma = Year 1 of Masters in Digital Marketing

22. Programme Structure (PG)
Fundamentals & Buyer Behavior Channels Strategy Management
The Digital Medium SEO Planning Implementation
Consumer Behavior PPC Estimation Integration
Digital vs Traditional Social Media eBusiness Measurement
Buyer Psychology Affiliate Challenges Tracking & Analysis
Competitive Analysis Email Opportunities Control
Online Research Blueprint Mobile Risk Management Evaluation
Planning Options Display Reputation Mangm’t Iteration
Outsource vs Insouce PR Segmentation Brand Management
Understanding the Customer Viral
Analytics
Video
Empowered Consumer as King

23. Programme Structure (Masters)
MASTERS IN DIGITAL MARKETING
After completing Postgraduate Diploma ……
Duration: 1 Year
Schedule: Part-Time or Online
Evenings: Wednesday (First Semester Only)
Semester 1: Wednesday evenings
Semester 2: Workshops, Lectures, Advisor Sessions
Starting: October 3rd 2012
Fees: €4,800 per annum
Schedule of Digital Marketing Seminars & Workshops
Topics include, Brand Strategy, Buyer Behavior, Global vs Local SEO Strategies,
Convergence, Marketing Integration, Analysis & Management, Mobile Marketing,
Data Driven Analysis. Included Live Projects / Company Visits
Output: Research Thesis (15,000 Words), with assistance from your
mentor/advisor

24. Programme Aims
• Develop an advanced knowledge of the concepts and
theories that underpin digital marketing, and their
relationship to conventional marketing
• Develop a deep understanding of the factors that drive
consumer behaviour in the digital economy
• Develop advanced skills in the practices that relate to
digital and data-driven marketing, including critical
analysis and evaluation
• Plan and manage digital marketing strategies for your
organisation and target audiences, taking full account of
budgetary and other constraints
• Research and build deep expertise in a specific area of
digital marketing through the completion of a supervised
Research Thesis
24

25. Application Process
To apply for either Postgraduate or Masters in Digital
Marketing you must meet the minimum admissions
requirements:
Qualifying degree in any subject (minimum of a lower
second class honours degree) from a recognised Irish or
Overseas institution,
or
Equivalent industry experience
Access to this qualification is at the discretion of the Digital
Marketing Institute. However, applicants would normally be
expected to have established levels of competence and
knowledge through the workplace or as indicated by
possession of a Second Honours degree (or better).

26. Application
Application Process
To apply for the Masters in Digital Marketing you must meet the minimum
admissions requirements:
Qualifying degree in any subject (minimum of a lower second class honours
degree) from a recognised Irish or Overseas institution,
or
Equivalent industry experience
Access to this qualification is at the discretion of the Digital Marketing Institute.
However, applicants would normally be expected to have established levels
of competence and knowledge through the workplace or as indicated by
possession of a Second Honours degree (or better).
26
26

27. Support
• Membership Programme
• Industry Events & Conferences
• Webinars
• Workshops
• Refresher Courses
• Networking
• Peer Group

28. We are addressing the global
shortage of digital skills by providing
digital marketing education.
We deliver industry designed
practitioner led, accredited education
programmes in the classroom, online
and through licensed partners.