The online consumer Digital activity tracking Creative digital campaigns Insights for the digital future dublin city university business schoolGraduate Certificate in Digital Marketing
Graduate Certificate in Digital Marketing at Dublin City University Business School Are you Twenty-teen ready? During the “noughties” digital marketing shifted from Web 1.0 to Web 2.0. The internet moved from “just another channel” to become a new marketing paradigm. The twenty-teens will continue to place pressure on the skills of marketers in communications agencies, research agencies and on the client side. In response to industry demand DCU has designed the first postgraduate programme in Digital Marketing to be offered by an Irish university. Industry Responsive DCU designed this course in collaboration with Irish industry. We found that many professionals currently in marketing positions graduated in a traditional media environment. We were asked for a short-term, rapid turnaround course with a practical skills-based focus. In response we designed a programme aimed at business/ marketing graduates, or those with significant practical experience in marketing. This 6 to 8 month part-time “I think this is a great initiative. The course programme programme leads to the award of a fully accredited looks perfect – I can’t think of anything I would change.” postgraduate university qualification in Digital Marketing. Gervaise Slowey, Managing Director, Ogilvy & Mather Consumer behaviour DCU Business School Marketing Management Marketing Marketing Communications Research Advertising E-commerce DCU School Tracking of Computing Digital Metrics Marketing Media Studies SEO SEM OnlineDCU School of Journalism Ethics CLARITY: Centre for Sensor WebCommunications Technologies
Graduate Certificate in Digital Marketing at Dublin City University Business School The online consumer Planning creative Digital activity digital campaigns The Digital Marketer tracking Insights for the digital futureUnique blend of disciplines What will I learn?DCU has a demonstrated track record of being a flexible, n Advertising/Promotions/PR in the digital worldinnovative and industry reflective university. This means n Online qualitative and quantitative marketing researchwe can credibly deliver the unique blend of skills demanded n Consumer behaviour, insights and need statefor digital marketing by leveraging the practical expertise identification in a digital contextof DCU Business School, DCU School of Communicationsand DCU School of Computing, including CLARITY: Centre n Planning and managing digital marketing campaignsfor Web Sensor Technologies. Digital marketing is a n Database marketing & CRMdiscipline that demands agility, responsiveness and n Beyond email and online – phones, apps, i-pods, gamean eye on the future. controllers, consumer goods... n SEO, SEM, Webcrawling, Indexing, Linking, Tagging, the hidden engines of success n What’s new today and what is coming tomorrow? n Should do and must do: Ethics and Regulations n How do I take all this information and pull it together to build a campaign?
Graduate Certificate in Digital Marketing at Dublin City University Business SchoolProgramme Structure Indicative ModulesThe programme will commence with a “marketing bootcamp”,the intention being to ensure that all entrants have a Semester 1grounding or refresher in the fundamentals of marketing Digital Communicationas a prelude to engaging with the core course material. Understanding the Digital ConsumerThe certificate will comprise six core 5-credit modulesdelivered over two semesters, with options for motivated Digital Marketing Managementstudents to complete coursework early in the second Mechanics of Digital Campaign Managementsemester. All modules must be passed to achieve the award.The programme has been designed to develop and delivera variety of learning outcomes. These stretch from specific Semester 2knowledge accrual to skill and competency development Digital Marketing Insights and Foresightsand the ability to synthesise innovative responses toemerging challenges for marketers. Applied Digital Marketing
Graduate Certificate in Digital Marketing at Dublin City University Business School The skills and experience of students will be harnessed to enhance the learning outcome for all participants. The participative nature of the classes, coupled with the variety of in-class activities and assessment methods, is designed to foster critical reflective learning. Both during the programme and long after its completion, this process will provide a solid foundation on which to succeed in a complex and fluid digital marketplace. Career Prospects Digital marketing is experiencing phenomenal growth – a growth that shows no signs of abating. Agencies and marketers who are unwilling or unable to engage with the digital landscape face extinction. There is a considerable dearth of marketers with specialist expertise and formal education in the tools, channels and techniques of digital marketing. We expect that the qualification will become an established passport to career progression for marketing professionals and help to position them at the forefront of the industry.Programme DeliveryThe Graduate Certificate in Digital Marketing will be run Getting to DCUover 8 months, starting in September, with two semesters: By carSeptember to December and February to May. Motivated DCU’s location in Glasnevin, north Dublin, makes it verystudents may have the option to complete the programme convenient to the M50 and the M1 motorways and to Dublinsooner. City Centre. There is a multi-storey car park on campus.The programme will be delivered on a block release basiswith 2 days (Friday and Saturday) attendance for the first By bustwelve weeks. Classes will take place at DCU Business Buses that stop close to the campus include 3, 4, 11, 13, 16,School, Glasnevin, Dublin 9. The programme will be 17A, 19, 33 and 41.supported with additional web assisted tuition. By rail Drumcondra Railway Station is close to DCU. The 17A busThe Classroom Learning Experience links DCU with Howth Junction DART Station.Small class size and an active approach to learning willcreate a dynamic, energetic learning experience.Assessment will focus on problem-based assignmentsdrawing on the background of the participants.
Applications Further Information See www.dcu.ie/digitalmarketing for full programmeEntry Requirements details, including fees and closing dates for application.Candidates should:n hold a recognised third level honours degree in marketing or business studies with a minimum of three Enquiries years work experience or We encourage you to contact us for further information orn hold a recognised third level honours degree in a to visit us at DCU. If you would like an informal discussion non-marketing or non-business discipline coupled with on how the Graduate Certificate in Digital Marketing substantial experience in a senior marketing or programme might fit with your career, or if you need further marketing sub-discipline role or information about the programme, please contact:n possess an equivalent professional qualification Donal Clancy combined with substantial experience in a senior Telephone: +353 (0) 1 700 8075 marketing or marketing sub-discipline role. Email: firstname.lastname@example.orgGiven the applied nature of the programme, considerationwill be given in a small number of cases to exceptional Professor Darach Turleyapplicants who do not meet the normal entry criteria. Such Telephone: +353 (0) 1 700 5103cases might include applicants who have demonstrated Email: email@example.com entrepreneurial flare.“I think one of the greatest challenges to agencies…will be Apply Nowthe integration of digital. One of the issues that we are Places on this programme are strictly limited so applyfacing is the dearth of adequately trained digital early to secure your place. Visit the Postgraduateadvertising professionals. The industry is going to need Applications Centre (PAC) at www.pac.ie to complete andigitally proficient storytellers.” online application. The programme PAC code is DC504.Brendan O’Flaherty, Brando (IMJ July/Aug. 2009)