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Get the competitive edge in 2017 with a Professional Diploma in Digital Strategy and Planning. Download a brochure to find out more.

Professional Diploma in Digital Strategy and Planning


If you are interested in consolidating the essential skills needed to manage a digital marketing strategy for your organization, consider the Professional Diploma in Digital Strategy and Planning. This course will help you to refine planning capabilities in key areas from social customer service and digital communications, to budget and personnel.

The Diploma in Digital Strategy and Planning introduces you to digital communications, and helps you to develop a measured and well-considered strategy and coherent plan for your organisation, that will stand up to the rigor and scrutiny of board-level decision making. 

Professionals are advised to apply in advance to secure their place.

The next enrollment deadline is Wednesday, 18th January.

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What You'll Learn

Introduction to Strategy and Planning

Learn how to successfully drive your organization’s digital marketing activity. You will be introduced to the key considerations underpinning strategy and planning, and the evolution of traditional marketing into a practice that incorporates digital tools and technologies. You will be able to implement these tools and technologies to execute strategic plans and achieve high level objectives. 

The module will also introduce and contextualize key digital specialisms including SEO, PPC, Digital Display Advertising, Email Marketing, Mobile Marketing, and Social Media Marketing, as well as Analytics.

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Traditional Communications

In this module, you will learn about the characteristics and features of traditional communication channels, and how their one-to-many “broadcast” approach has evolved into a more socially-orientated and supportive communications approach. The module will illustrate how you can use traditional communications to develop messaging for products or services, to elaborate on brand or service value, and to encourage customers to develop their awareness before purchasing. 

You will also become aware of potential restrictions associated with traditional communications channels, including difficulty when it comes to measuring their effectiveness, and customer targeting.

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Digital Communications

You will learn about a digital communications approach, which is highly customer-focused and customer-driven, within a one-to-one or many-to-many communications model. You will understand the benefits of digital communications, including their flexibility and ability to be personalized, as content can be developed to accommodate customer interests and expectations. 

The module will explore the idea that, with digital communications, it is the customer who is empowered, as the engagement is interactive, and needs to evolve based on their needs. You will learn how to incorporate digital communications into a highly targeted, effective and accountable digital marketing campaign, and use analytics to measure the impact of these communications.

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Digital Channels

There are several channels available to any person looking at developing a digital marketing campaign. The Digital channels module looks at each of these channels and the advantages and disadvantages to each. and their suitability to your digital marketing efforts.

You will learn about search engine optimization (SEO) and pay-per-click advertising (PPC). Other key digital channels that you will examine include email marketing and digital display advertising.

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Social Customer Service

The Social Customer Service module looks at social customer service, peer-to-peer communities and how what is happening online is critically important to businesses.

You will be taught about Facebook and Twitter for business purposes and how to integrate these methods with traditional communications for your digital marketing needs.

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The Budget module looks at the critical aspects of planning and maintaining a budget in your digital marketing strategy.

You will examine some easy to implement digital marketing techniques that are budget-friendly, such as social media. You will also learn that digital communications are supported by strong analytics.

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Hiring the right personnel is crucial, as these will the employees implementing your digital marketing strategies.

The Personnel module looks at the new roles and responsibilities that have emerged in digital marketing and the challenges this creates for the human resources department. In this module, you will learn about the range of standards necessary to operate safely and securely in digital communications.

You will also be taught about routine monitoring digital  communications and social media usage within the organisation, in order to mitigate any potential risks, and will understand that it will be necessary to make this known to employees.

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Risks and Reputations

In this module, you will be taught the very latest statistics on local, national and global internet penetration, as well as key digital communication trends in the fields of social media, mobile marketing and search marketing.

On completion of this module, you will be acutely aware of the importance of reputation in digital marketing; both for the company and its brand. You will also become aware of tools and facilities to monitor reputation.

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The Analytics module looks at the opportunity for measurement and analysis within digital communications.

On completion of this module, you will walk away with the knowledge of how analytics can be used to monitor online traffic, customer engagement and satisfaction levels. You will also understand the rationale and business benefits of adopting a formal analytics programme. 

Importantly, you will recognize the Key Performance Indicators (KPIs) associated with the various digital channels and use these KPIs in your analytics.

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Strategy Formulation and Plan

The Strategy Formulation and Plan module brings all of the strands of the Professional Diploma in Strategy and Planning together and teaches you the best practice for implementing a successful digital marketing strategy.

You will take what you have already learned and you will learn how to put a coherent and well-considered plan together for your organisation.

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Advance your career in Digital Strategy & Planning

The Digital Marketing Institute gives you access to world class training and certifications

Flexible study options

Whether you are studying at home, or on a tablet on your way to work, you can enjoy 24-hour access to video lectures, slide presentations, practical exercises, quizzes and a supportive student network. Never fear missing a class again.

Designed and validated by industry experts

We bring together the world’s leading digital brands and agencies to review and approve your syllabus and course content. We work with companies such as Google, Facebook and Twitter to define a syllabus that will develop your digital career.

Internationally Recognized Accreditation

The Digital Marketing Institute is the global certification standard in Digital Marketing, producing more graduates trained to a single digital standard than any other certification body.

Experience the Global Standard

Our courses are taught in over 70 countries around the world and we have trained more graduates to a single digital education standard than any other certification body.

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Based on your location we have a selection of learning options for you.

Study online with the Digital Marketing Institute

Study Time: 30 hours
Assessment: 3 hr multiple choice exam
Resources: Video lectures, slide presentations, practical exercises.
€2 175.00

Study with an approved partner

Our global network of education partners is dedicated to prodiving high-quality digital education. Select your ideal partner to acquire a globally recognized professional qualification in digital marketing.

Get Answers

We love questions, almost as much as we love providing answers! Here a few examples of what we're typically asked, along with our responses.

Do I need to have a marketing background to take the Professional Diploma?
Anyone can apply for the Professional Diploma. A background in a related discipline is not required; the aim of the Professional Diploma is to enable you to learn everything you need to know at a foundation level, so you can kick start your digital career. You could be a business owner, a traditional or digital marketing professional, a recent graduate, or simply looking to change your career. The only prerequisite is that you have an interest in digital marketing and want to progress your career.
Why should I study with the Digital Marketing Institute?
The Digital Marketing Institute is the global certification standard in digital education. To date, over 18,000 people in 115 countries have studied with the Digital Marketing Institute qualification, making ours the most widely taught digital certification standard in the world. The Digital Marketing Institute collaborates with global digital experts to define and develop the skills and qualifications required of today’s digital professionals.

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