Agenda
Throughout each session, the tutor will discuss the application of topics to the workplace, everyday conversations and applying policies.
*The agenda is for a guide only and is subject to change
** The delivery of this programme via the virtual classroom may differ to ensure the optimum learning experience within this environment. However, the learning outcomes will remain the same.
The virtual course would be 4 x 90 minute sessions per day, with break outs and tasks leading to the next session. Please prepare for your virtual classroom course by reading our virtual classroom information guide.
*** If government restrictions, advice or social distancing prevent us from running any scheduled face to face course dates, In Professional Development may opt to deliver the scheduled course date via our Virtual Classroom platform. Please click here for more details about our virtual classrooms.
This session covers some of the key skills needed by a marketing practitioner operating in a digital environment.
Key Themes:
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- Changing dynamics of the digital world
- Creating Marketing strategies and the marketing mix
- Building brands, personas and brand archetypes
- Understanding the decision making process and how to influence it
This session covers some of the key skills needed by a marketing practitioner or strategist operating in a digital environment.
Key Themes:
- Campaign planning – 8 key steps
- CRM and E-CRM
- GDPR- Data and data quality management (including legislation)
- Customer journey mapping
- Profiling, segmentation and targeting
- Website usability and conversion – landing page optimisation, responsive website design, website project management
- SEO and Google Ads
- Customer journey mapping
This session will explore the impact and growing importance of social and digital media on modern society and organisations.
It will help delegates to evaluate, project and apply the practical applications of such media to their everyday initiatives. The delegate will be able to begin to develop and employ practical and technical skills in multimedia applications in the development of appropriate social media strategies.
It will examine dominant and emergent social media forms and the most influential digital media technologies in the context of a variety of themes.
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- Explore the impact and importance of social and digital media
- Evaluate, project and apply practical solutions to everyday initiatives
- Review existing and emerging social media forms
- The power of influencers
- Strategies for engagement and thought leadership
- Social media as an extension of PR
This session will explore the convergence of communicative technologies for advertising and branding in modern society. Particular emphasis will be placed on the changes in the form and function of consumers’ relationships with companies and other sponsors/users of emerging reciprocal communicative technologies. The practices, impacts and implications of convergence will be considered in the following contexts:
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- This session will explore the convergence of communicative advertising, marketing and societies in the 21st Century
- Mobile technology – tablets and phones
- Interactive media
- Ethical marketing
- Smart TV advertising
- Augmented reality
- Case studies
- Emerging technologies
Tutors
Matt Eld -
Matt is an expert in marketing strategy and business transformation. He is a senior leader with over 25 years’ experience of improving and growing businesses, gained from a variety of senior management roles. Matt has held MD and Director posts in a FTSE 250 organisation, Marketing and Communications agency and as a business owner. A CIM Marketer by background, Matt has amassed a wealth of commercial transformation and marketing communications experience. He is an accomplished communicator and is skilled at operating at all levels of the organisation, analyzing and quickly establishing business challenges and developing sustainable solutions. He has strong influencing and negotiation skills and can drive transformation change to success with authority and a clear vision. His broad range of experience covers multiple disciplines including marketing, communications and crisis management, commercial development, change management, organisational development, IT & technology deployment, project management and business improvement.
Matt is a director level project and transformation professional with demonstrated ability to create and translate strategy into measured operational performance improvement. He has extensive experience in marketing, customer acquisition, project management, organisational redesign and commercialization, which he has gained across direct and agency environments in Higher and Further Education, Media & Publishing and Local Government sectors. He is an accomplished leader and influencer from the boardroom to front line teams across multiple location.
Rian Bailey-Weir -
After completing an MSc in Digital Marketing, where he researched the relationship between social media and brand engagement, Rian now leads the strategy and delivery of social media and digital marketing campaigns for one of Liverpool’s most renowned communications agencies.
Working with a range of B2B and B2C clients, Rian specialises in formulating strategic social media and digital advertising campaigns with a strong focus on visual and written content. His work concentrates on successfully improving brand perception, creating strategic content and increasing stakeholder engagement. During his time at Kenyons, Rian has successfully managed campaigns for a number of organisations such as Transport for the North, The City of Liverpool College, St Johns Shopping Centre and Peel: Wirral Waters – along with running the day-to-day engagement and communications for over 25 platforms.
Julie Hall -
Julie Hall is a digital leadership & marketing consultant with over almost two decades of experience.
She is an experienced trainer in marketing, digital leadership and transformation and has worked with the Ministry of Justice, Barclays Bank, The Careers & Enterprise Company and Google.
She has trained and consulted with hundreds of organisations and individuals to support them with their digital projects. She is the Managing Director of Springmedia, a digital agency based in Surrey and The School of Marketing which mentors and supports businesses large and small with their Digital Marketing initiatives.
Julie believes that digital leadership is not just about technology, it is about working with your people, creating the right culture and developing mindsets across teams and people. It is collaborative, creative and about building capability during a time of uncertainty and change.
Benefits of learning with INPD
Our Digital Marketing and Social Media Programme will empower you to think both strategically and tactically. You will be provided with the tools to think and act in an effective digital manner to lead your team and/or organisation and outside partners, support and track the discrete efforts across your organisation, and synthesize the data to measure return on investment.
Digital marketing is a constantly evolving and increasingly important discipline within modern marketing. This course will enable you to build essential skills in order to identify, integrate and monitor effective digital tactics to deliver enhanced marketing activities.
On completion of the course, delegates will have an understanding of:
- Key digital technological developments and their impact on organisations today
- Core digital marketing tools and techniques including search engine marketing, content marketing and affiliate marketing
- How these techniques can be used within successful digital marketing campaigns
- Key digital marketing metrics – what they mean and how they can be measured
Accreditation
Upon successful completion of the Digital Marketing and Social Media course delegates will receive an In Professional Development certificate of completion and competency.