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Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School
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Digital Marketing Strategy for an MSc at UCD Michael Smurfit Graduate Business School

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  • 1. Digital Marketing Strategy MSc in Digital Marketing UCD Michael Smurfit Graduate Business SchoolBy Anastasia Almiasheva, Eamonn Hurley, Grainne Flanagan, Marina Nitoumbi, Soyeon Shin
  • 2. Table of Contents Executive Summary 5 Channel & Promotion Strategy 1 Situation Analysis & Brand Audit 6 Content Strategy 2 Segmentation, Targeting, Positioning 7 Implementation Strategy 3 Objectives 8 Measurements 4 Offerings References 2|Page
  • 3. Executive SummaryIntroduction results for UCD Smurfit Business School. To increase awareness of Digital Marketing importance for business, increase awareness ofAs this is the first year of the part-time MSc in Digital Marketing the MSc course, position and differentiate UCD offering andprogram in UCD Smurfit Business School, we intend to build and engage with potential and current students through use of theraise the courses profile through the schools existing reputation. Website, Blog, Social Media, Online and Offline PR, Events andThe MSc offers potential students high quality digital marketing Career Fairs. To drive requests for information and maximizeknowledge, an internationally recognised accreditation, and application completion by making these mediums more userinternal networking opportunities combined with external friendly. To develop an MSc Alumni community (Group onindustry links (e.g. Google). Marketing online is now essential for Linkedin) to promote MSc and to keep in touch with Alumni tobusiness and both marketers and business owners need to learn assess MSc value overtime. Leveraging both inbound andthe tools and techniques in order to achieve business success. outbound marketing channels and promoting these channels too.Aims and Objectives Goods and ServicesThe objective for UCD Smurfit Business School is to provide a The course offers both practical and theoretical aspects to digitaldegree on completion that is recognised at European level, to marketing knowledge, unlike other courses which focus mainly onbuild a valued reputation for the course and increase awareness the digital marketing communications element. Alliances includeboth online and offline. As this is a new course, we intend to AACSB, EQUIS and AMBA giving UCD Smurfit Business School abroaden our offerings and include a Full-time MSc program in the triple crown accreditation. The school is also ranked in the topcoming year 2013. The major goal is to drive revenue by 100 European Universities. Course partners include Google whoincreasing the number of suitable individuals applying for the lecture and tutor in relevant modules.course. Market ResearchBusiness Idea It is estimated that Digital Marketing has become a €50 billionThrough intensive marketing research and comparison we global industry and is growing at a compound annual growth ratepropose the following in order to generate the highest capable of 20 percent. The target audience for the MSc in Digital 3|Page
  • 4. Marketing is both males and females between the age of 30 - 40with a 30K to 40K annual salary and a primary degree. Theseresults were generated through a survey based on our currentclass along with further research outlined in our proposal.Executive TeamEamonn Hurley is the marketing and sales director of VermillionDesign, a company that has been an industry leader for thirteenyears and has witnessed the change and impact of digital on thedesign sector through its explosive growth. He has recognised theimportance to adapt with Digital. Grainne Flanagan is a DigitalMedia graduate that has recently opened her own VideoProduction Company recognising a key feature element in herfuture being the importance of online video and video marketing. 4|Page
  • 5. Situation Analysis Culture UCD Smurfit’s reputation and culture is one of high achievement Company from both lecturers and students. This will apply to the MSc and though realising the need to at all times to keep the courseProduct Line relevant and current it will adhere to the same recognisedUCD Smurfit offers post-graduate students an internationally standards and models of other degree offerings.recognised MSc in Digital Marketing taught by leading academics Goalsand practitioners. Strategic partnerships have been built with UCD Smurfits’s goal is to build reputational value, to increasecompany’s such as Google, Facebook and Linkedin creating an awareness of the course (online/offline) and to create a full timeindustry relevant part-time course enhancing the knowledge and and online module. “Our goal is to provide a masters that will beskill set of Digital Marketing. renowned at a European level at least.” - Dr. Laurent MuzellecImage in the MarketThis is the first year of UCD Smurfit’s MSc in Digital Marketing,consequently the course will be trading on the school’s reputation Collaborators(UCD Smurfit is the only Irish Business School to be ranked in theEuropean Business School rankings 2011). Given the growing Distributorsdemand in Digital Marketing there are immense benefits from a The distributors for the MSc in Digital Marketing include UCDschool such as UCD Smurfit offering a degree in this area. Smurift, industry practitioners, industry partners and academic staff.Technology and Experience SuppliersUnderstanding that Digital Marketing is a €50 billion global The suppliers for the MSc in Digital Marketing include UCD Smurfit,industry, there is now demand for education in this area. With lecturers, guest speakers (Greg Fry, Oisin Tobin),including alsosuch fluid technology a key component of the course will be the industry professionals participating in the course and sharinginvolvement of Digital Marketing practitioners knowledge.
  • 6. Alliances people from any discipline may apply.Qualifications from: AACSB, EQUIS and AMBA. Market Size and GrowthAACSB: The Association to Advance Collegiate Schools of Business Currently the online consumer spending is €3.7 billion and there’sInternational is the USA-based body, which awards accreditation a projected increase to €5.7 billion by 2016. See Appendixfollowing a review of the quality of Degree programs delivered byeach Management School. CustomersEQUIS: This is the quality improvement system administered bythe EFMD (European Foundation for Management Development) Benefits Customer is seekingthroughout Europe. EQUIS is awarded on the basis of quality The benefits for the student is high grade digital marketingcontrols on the entire range of activities within an institution. knowledge, improvement in employment prospects (including in- house promotions), higher educational status, relevant skill set toAMBA: The Association of MBAs is a British-based organisation compete in the online marketing world and worldwidewhich concentrates specifically on MBA programs and accredits accreditation.those which reach its standards. Decision Making UnitJohn Herlihy, the CEO of Google, and Trevor Madigan, global sales Individual supported by their company:director of Facebook are on the SBS’s advisory boards. Networking/Business connections from course, employee knowledge (practical and theoretical) of up to date strategies andMarket Segments practices.Market segments include international graduates (Many EU / Individual:Global Internet Company Headquarters are based in Dublin), Irish Higher career position in the workplace, potential wage increase,graduates, Industry professionals, business owners, employers geographical- Ireland is a host to many IT company headquartersand all of the above mentioned with prior education, three years (We are placed second to the U.S.A.), UCD Smurfit graduates areminimum of management/work experience, ability to pay fees, seen as industry leaders. 6|Page
  • 7. Retail ChannelOn the UCD Smurfit website after application has been approved. Quantity Purchased at a time The customer/their company makes one payment for the MSc inConsumer Information Sources Digital Marketing. Currently there are 40 students for part timeConsumers can obtain information on the UCD Smurfit Website course.(Homepage Advertising - New MSc course in Digital Marketing),Online web search (Google), guest speakers and lecturers (WOM) Trendsand media promotion: radio advertisement. Significant increase in online searches, and marketing time spent on-line. Customer needs and preferences change over time,Buying Process especially online.Careful comparison (consumer likely to breakdown, analyze andcompare to other available courses/masters), CompetitorsCost of course encourages the buyer to be careful €13,000.00European fee and €15,600.00 Non-European (significant Actual or Potentialinvestment) Digital Marketing Institute, Dublin Business School, Dublin City University. Given the increasing demand in digital marketing,Exclusivity - persons must apply to attend the course, not every more courses are bound to appear. The choice difference will becandidate is accepted/selected, perceived high ROI for graduate the quality of the course itself and it accreditation and recognitionwith a UCD Smurfit qualification/accreditation. in the business world.Frequency of Purchases Direct or IndirectSeasonal purchase (September annually) once per consumer. Direct competition - Part-time masters offered from recognisedHowever targeting needs to continue throughout the year in third level Irish institutions (E.g. DCU and DMI)order to attract consumer’s attention to the availability of the Indirect competition - Full-time and online masters coursecourse in the college. 7|Page
  • 8. a triple crown accreditation (AACSB, EQUIS & AMBA) and they rank as Number 1 Business School in Ireland), they also have a reputation for selecting the brightest people.ProductsCompeting: How you learn: DIT offers Ms In Digital Marketing- Part-time- Full-time Market Shares- Online courses Degrees at a masters level in Digital Marketing are new to the Irish educational sector. Currently the DMI holds the majorityCompeting: What you get at the end: market share, due to their offering and positioning and time in the- Diploma market, securing perhaps 80 percent. Traditional marketing- Post-graduate masters courses with a digital content secure the next highest percentage.- Post-graduate certification UCD Smurfit (similar to DCU) having only recently created a- Accreditation masters, would be next.Positioning SWOT of CompetitorsDMI is an established Institute in this field. It offers Professional StrengthsDiploma in Digital Marketing, Postgraduate Diploma in Digital UCD Smurfit - Triple Crown Accreditation, Global Recognition,Marketing, MSc in Digital Marketing (Online). It has a FETAC Google Partnershiprecognition in Scotland. DCU - Cheaper than UCD Smurfit, offer Graduate Certificate over 8 months, High University AccreditationDCU offer MSc in Management (Digital Marketing) & Graduate DMI - FETAC Accreditation in Scotland/Accredited in Ireland,Certificate in Digital Marketing Variety of Course Choice, Established Course, currently Industry Leader, Cheaper Course Fees, Online Course Programme, WideDBS offer MSc in Marketing with Digital Media variety of Information available on their courses (Good Blog, Website & Social Media Pages)UCD Smurfit offer a Part Time MSc in Digital Marketing. They have 8|Page
  • 9. higher accreditation and taking their consumers.Weaknesses Climate - Macro- Environmental FactorsUCD Smurfit - Doesn’t offer Full Time/Online Courses, Expensive,New Course (Not established), Information isn’t vastly available Political and Regulatory Environmenton the course, no blog or social media platforms. Recognising the economic and strategic value of ICT in Ireland, theDCU – new o area, still to build reputation. Government have published 2 significant reports stating theirDMI - Valid Certification if individual is Ireland based, Need to objectives.build global recognition The first, Report of the Next Generation Broadband TaskforceOpportunity May 2012 deals with government policy in providing theUCD Smurfit - To grow partnerships (already partnered with framework to allow for growth in ICT and digital. Economic, socialGoogle), To be industry leader, to offer full time courses, and legal benefits of such a policy are all put forward.Eventually to offer online courses, to build up course knowledgeto consumers by expanding marketing to social media The second, A Review of the ICT Skills Demand in Ireland Octoberplatforms/blogs. 2012 highlights the fact that 74,000 people are directly employedDCU - To offer online course, to gain partnerships like competitors in ICT with 200,000 indirectly employed. The ICT industry isDMI - To grow more partnerships, have the foundations to be currently seeking workers, and there are 4,500 vacancies. How toIrelands number one Digital Marketing Course provider bridge the gap-essentially education and training.Threats Fig.3 ICT Level 8 Projected Graduate Demand vs Projected GradUCD Smurfit - Not having enough online presence to survive as a Gap 2010- 2014 Page 14-use thisDigital Marketing Course provider,DCU - Same as aboveDMI - Other providers rising their online profiles and offering 9|Page
  • 10. Government recognises the current limitations on ICT and states Business Cycle http://www.esri.ie/irish_economy/its intention to support it. The reports are admirable-though how Inflation Rate 1.2% October 2012much in fact can be achieved given the current severe economiccrises remains to be seen.Economic EnvironmentIreland is currently in recession, and has been since 2008. Pleasesee the graphs below:Unemployment Rate: 14.8% October 2012 Source: http://www.tradingeconomics.com/ireland/inflation-cpi Interest Rate 0.75% October 2012Source:http://www.tradingeconomics.com/ireland/unemployment-rate Source: http://www.tradingeconomics.com/ireland/interest-rate 10 | P a g e
  • 11. Social/Cultural Environment UK levels, there is the prospect of creating 18,000 jobs.UPC’s Report on Ireland’s Digital Future November 2012(http://www.upc.ie/pdf/upcdigitalindex.pdf) shows growth in http://www.digitalmarketingschool.com/online consumer spending, jobs and GDP to 2016.Internet to contribute an additional €6 Billion to Irish economy by http://digitalmarketinginstitute.ie/2016 – UPC Report Recession aside, Irish people are forwardlooking ‘Digital Optimists’ 2.6 million Irish shoppers will spend http://www.dbs.ie/internet-marketing/online-marketing-digital-€5.7 Billion online in 2016. strate 1. 8 out of 10 people use internet 2. users spend 2.6 hours on average on-line New knowledge that makes possible new ways of satisfying needs; the impact of technology on the demand for existing 3. sharing and social networks most popular (Facebook etc) products 4. a third of people use the internet at home for work 5. 6 out of 10 workers expect to work from home to some level by 2016Technological EnvironmentIf Ireland’s is the same as other developed countries, digital willgrow from 3% to 6% of GDP by 2016, representing an increasefrom €5 to €11 billion. Also, if by raising the level of digitisation to 11 | P a g e
  • 12. Source: UPC Report, Ireland’s Digital Future, http://www.upc.ie/pdf/upcdigitalindex.pdf
  • 13. Brand AuditUCD Smurfit Business School is viewed as Ireland’s leading business UCD Smurfit is often the first port of call for media when seekingschool, with its qualifications (AACSB, EQUIS and AMBA) recognised direction on new business initiatives or directives, be itinternationally. It is the only Irish business school to make the governmental or corporate, as it has strong links with both built upFinancial Times Global Executive MBA ranking. This year (2012) it over the years. As such, it’s authority on such matters is wellranked 88th in the world. At the forefront of Irish business regarded, given the proven standard of it lecturers and graduates.leadership for two generations, the recently created MSc in Digital The MSc should take this ‘space’ in regard to Digital MarketingMarketing is a new pillar to the UCD Smurfit structure. reportage in the media-a space very successfully identified and occupied by the Direct Marketing Institute at present.How best then do we leverage the School’s authority and positionto the benefit of the MSc in Digital Marketing? The MSc should be seen within a relatively short space of time to be, in the words of course director Dr Laurent Muzellac, “a master’sThe Smurfit Business School has placed itself within Ireland as the that will be renowned at a European level at least”.premier postgraduate institute. It states that it is a progressiveorganisation, embracing diversity and innovation. They believe that As a new course, the MSc should leverage the connections andtheir success is down to an unwavering commitment to excellence, contacts of the scholl. It’s impressive reputational backgroundattracting high achievers in postgraduate studies and research from should be used at every opportunity. An emphasis should be placedIreland and abroad. It trains and talks to industry leaders, Decision on relevancy and value, especially so considering the ‘newness’ ofMakers and Entrepreneurs. These are the people who wish to be the field, and the course offering. We will be speaking to peopleinformed of the challenges, direction and development of digital (prospective students and companies) who realise the potential ofand it impact on business. Consequently, there would be a natural Digital Marketing, that is both vital and valuable, but need to learnexpectation that a graduate from the MSc in Digital Marketing and understand how to apply it. UCD Smurfit is trusted-it behoveswould be seen a senior player in management and decision making the MSc to deliver to the standard required.at the highest level in any company with a digital strategy. 13 | P a g e
  • 14. Our tone of voice should be direct, authoritative and Dublin City University offers a one year MSc in Mangement (Digitalknowledgeable. Though this is the first year of the course, there are Marketing). DCU promises a “management resource pool for thefew such programmes here in Ireland or abroad. There will be no next generation marketing companies already operating in Irelandgraduates until 2014. Consequently, the best way to speak to our (eg Facebook, Google, LinkedIn etc) as well as the evolving‘audience’ would be through our lecturers with perhaps a student requirements of the incumbent marketing industry. Graduates fromblog. UCD Smurfit is seen as an industry expert, leader and this programme will have highly developed competencies ininnovator. Our lecturers are-use them to promote the Digital communicating and marketing using social media, on-line mediaMarketing brand. It should follow that graduates from the course and other digital and mobile technologies.” DCU appear to bewill be experts, leaders and innovators too. positioning themselves as providers of management for the growing requirements in the digital marketing field. The very ‘newness’ of the course and it’s position within UCDThe Competition Smurfit might be a point of difficulty. There are no Certificate or Diploma courses available.. It follows then that there will be no Both the Digital Marketing Institute and Dublin City University graduates out there in the field. Also, UCD Smurfit’s position as aoffer masters level courses in Digital Marketing. leader in traditional business, may go against it. The competitionThe Digital Marketing Institute offers a two year part time Masters (Direct Marketing Institute and Dublin City University) might seekin Digital Marketing. On its website, the DMI states its intention as to position themselves as more relevant to the industry, to somehelping marketers improve their business through digital extent being radical-new, fluid and unencumbered by ‘old’ businessmarketing. The functions of digital marketing are explained and at models. Once again this is a place that the DMI have chosen to putevery stage the skills of its lecturers are graduates are promoted. themselves, dismissive of how Ireland has traditionally doneWe are told that graduates will be in the top 5% of global marketers business and education-formulaic outdated and irrelevant to theand employment prospects high. They don’t position themselves as 21st century and the new digital world. Being new, young and hip isproducing leaders in the field, but rather highly skilled employees. very much how they see and sell their organisation. UCD Smurfit ofQualifications awarded are Fetac and European Qualifications course, is in no position to do this. Rather it should be a strategicFramework. partner, a future pillar of the Digital Industry (in Ireland and 14 | P a g e
  • 15. globally) and a trustworthy and professional source of information.If we can use our undoubted strengths-the UCD Smurfit brand, theability and reputation of our lecturers and the quality of ourstudents, we can create an environment where the MSc is seen asbest in class.UCD Smurfit has for two generations provided business leaders toindustry. With an international reputation, it should seek to build apartnership with government (through the relevant departments)in an advisory capacity re ICT/Digital. With the whole area relativelynew, and the school’s links with industry and high academicstandards, who better to work on future frameworks andrequirements with government agencies and institutions. 15 | P a g e
  • 16. Segmentation Globally, there is an increasing demand for digital marketing year-long work visa upon graduation as currently offered bydegrees/graduates due to the shift in recent years in the Trinity College Dublin.marketing strategies of major companies moving from traditionalmedia towards online. It is estimated that digital marketing has Demographicbecome a €50 billion global industry and is growing at a Age 30-40 years oldcompound annual growth rate of 20 per cent. Therefore it isestimated that demand for this course will only be growing. Let’s Sex Both females and maleslook into different segmentation for this course: Education People with primary degree and/or higher Geographic Work experience 3-5 years, and people newly graduated1) People working and living in Ireland - both international peoplewho work in Ireland and Irish citizens. We are looking to attract Industry of work Sales, marketing, IT company/onlineworkers from Blue Chip Irish companies, business owners, and specialist, business ownersgraduates. Salary 30k-40k a year2) International people - who are looking to work and live in Social Media Medium level. Majority of people hadIreland. We are looking to attract people from EU countries and knowledge interactions business/personal at socialfrom Asia (e.g. Saudi Arabia, China, Russia, others1). Additionally, level and want to bring it to a higherMSc in digital marketing can become part of the ‘UCD Smurfit standard.School – Irish Aid IDEAS Scholarship Programme’ and of issuing a Level of engagement High with Internet1 http://www.inis.gov.ie/en/INIS/Pages/Statistics%20on%20Visas%20for%20Non-EEA%20Students 16 | P a g e
  • 17. Targeting Marketing/Business/Sales Professionals in Ireland Marketing/Business Graduates Abroad People who are interested in digital marketing due to their Professionals or graduates who are looking to receive a career development or people who are looking to change recognized international degree, live and study abroad,T1 T4 career to the digital industry. Their main objective is to get improve their English, and eventually use the knowledge the practical knowledge required to get a job in Ireland and gained from the course to find a good job. abroad, and receive a recognized degree. Marketing/Business Graduates in Ireland Marketing Professionals & SMB Owners Abroad These are our potential targets as around 50% 2 want to This last group is targeted once the Online program is continue education further either after when they finish their provided. For them it is important that everything is online,T2 T5 primary degree or later in their life. Their main objective is to very interactive, taking less time and less money but bringing get the practical knowledge required to get job in Ireland and very good value. abroad, and receive a recognized degree. SMB Owners in Ireland They wish to understand digital marketing and bring theirT3 businesses online. Their main objective is to receive practical knowledge that will help to improve their business and receive a recognized international degree.2 http://census.cso.ie/Census/TableViewer/tableView.aspx?ReportId=76932
  • 18. Positioning With Ireland positioning itself as Europe’s Silicon Valley 3 World class MSc in digital marketingattracting more and more leading IT companies to set up their - Provides international and the best quality class with the industry’soffices/HQ in Ireland, the requirement for people qualified as renowned faculty and outstanding studentsDigital Marketers can only increase. According to the research of - The only business school in Ireland to hold the ‘triple crown’ ofthe Digital Hub in Ireland, in spite of the recession – the digital accreditationmedia sector has a very positive outlook, with companiespredicting economic growth and employment this year of 44 per Professional and Practicalcent and 43 per cent respectively4. Such companies as Google, - Partnership with leading internet and technology companies like Google.Yahoo, Yelp, Facebook and others who have their HQ in Dublin - Having guest speakers who are experts in their fieldsoperate in digital industry employing the brightest people Customized and Convenientpreferably with relevant experience, and a UCD Smurfit master’sdegree in digital marketing can provide those people. - Courses run in full time, part time and online to suit all professionals - Students can customize their course by choosing modules from selection However, from the other hand we can see from situational of digital marketing, marketing and business ones to fit their individualanalysis that there are a lot of competition in Ireland and needs and levelinternationally. Some of the top ranking universities offer Positioning Statementdiploma/courses in digital marketing, in Dublin alone there are 4 “For marketing professionals and students who are ready for professionalcompeting universities that offer Ms in digital marketing, and on growth, the MSc in Digital Marketing at UCD Smurfit School provides atop of that there are lots of online course that can be accessible world class program with strategic, analytical and practical elements ofaround the world. digital marketing creating successful marketing leaders.”3 http://www.irishcentral.com/news/US-companies-create-major-boost-for-Ireland---Facebook-and-Google-add-space-to-Dublin-HQs-139991093.html4 http://www.combinedmedia.ie/blog/digital-marketing-sector-grows-rapidly-2011 18 | P a g e
  • 19. ObjectivesUCD Smurfit set up the MSc Digital Marketing in order to leverage Target market International Domesticthe arising opportunity that Digital Marketing is bringing to the segment Students Students, Marketers,Marketing sector. Marketing online is essential for business Business Ownersnowadays and both marketers and business owners need tocommand these techniques to drive their company or business Strategic Increase Awareness of UCD MSc Digital Marketingsuccess. Objective 1 offeringThe major goal of the digital marketing strategy is to drive Measurement Number of requests for informationrevenue by increasing the number of suitable individuals applyingfor the course across the market segments. In order to achieve Strategic Convince target audience that the MSc Digitalthis, the digital marketing plan should meet the following strategic Objective 2 Marketing is the most suited to their needsobjectives; increase awareness, and generate the maximum Measurement Number of registrationsnumber of registrations across the market segments and for eachoffering. 19 | P a g e
  • 20. The main operational objective is to accept the optimum number of applicants based on the market size and resources to deliver theprogramme; Offering Target Segment Operational Objectives: Number of Students admissions Short-Term Medium-Term Long-Term 1 to 2 years 5 years 10 years Part-Time Marketers 30 40 xx Business Owners 7 10 xx Full-Time Students - Domestic 30 45 xx Students - International 10 15 xx Online Students Depending on demand and system capacity Domestic & International Marketers Domestic & International Business Owners Domestic & International 20 | P a g e
  • 21. The positioning of the MSc as a best-in-class internationalprogramme implies that the selection process focuses on high-quality admissions. This would lead to top students beingaccepted and small promotions which would participate in X % of requests forenabling the delivery of a first-class education. information leading toIn order to deliver on the operational objectives above, the digital application startmarketing plan should drive the required number of applicants X % of applicationthrough a funnel as per below. leading to application finish
  • 22. Offering 3) Organising participation in different professional conferences/meetingsThe main differentiating factor (value proposition) of this 4) Delivering practical knowledge on ‘how to’ and/or ‘why’particular programme is a combination of solid academic and up-to-date industry knowledge, extensive professional network, and 5) Will consist on numerous assignments/projects group anda recognised degree. It offers expertise which is based on UCD individualSmurfit’s international accreditation and practical knowledge ofindustry received from case studies, projects, discussions, 6) Cooperation with key IT Companies in Ireland (like Google,speakers, and lectures. At the end of this course, students would Facebook, etc.)be able to find not only a job but a better job on a domestic orinternational level.In order to properly appeal to our target audience few changes Full time programmeneed to be made to the offering. Overall, three types of This offering is mainly to target international and domesticprogramme will be offered to students: students who live and work in Ireland and/or come from abroad, Part time evening programme and people who are looking for improved employment prospects.This offering is to target domestic and international professionals Key points:who are based in Ireland, business owners, and international 1) 1 year - allows flexibility in combining traditional marketingstudents who moved in to Ireland for work. knowledge with digital marketingKey points: 2) Concentrated around receiving practical knowledge1) 2 years - with greater choice of subject options that are run in 3) Possibility of offering internship programs and/or guestthe evenings speaking from the top Irish/international companies2) Engaging guest speakers who are leaders in the industry 22 | P a g e
  • 23. Online programme 1) Providing more course choicesThis offering is mainly to target professionals, SMB, and graduates This MSc is offered to working professionals, whose backgroundsworldwide who want to receive a world class recognized diploma may be in different fields/discilplines. Therefore, course choicesfrom home, allowing for more flexibility (financial and time-wise.) should be able to accommodate courses from different aspects of marketing. In addition, it is absolutely essential that for part timeKey points: students more course options would be offered during evening1) Online video course + presentations/readings with possibility to time.comment and receive answers from teacher and/or other 2) Flexibility for extra elective modulesstudents in the programme. UCD should accommodate student’s specialization in one or2) Live web conferences-web streaming of the key lectures with another area of Marketing/DM to ensure higher ROI for studentspossibility for students to engage into conversation, ask questions, and easier job search. In order to facilitate this UCD should offeretc. possibility of extra courses that can be taken for extra charge on3) Individual assignments/case studies top of minimum required courses. 3) Partnership of UCD with other extra programs such as Google,4) Group projects (2-3) people that will be all conducted online Hubspot, etc.5) Access to the library and study material online This will ensure that course receives needed level of6) Once per semester participants live meetings (either for exams recognition/accreditation. Additionally, inviting leaders fromand/or for social networking) different DM related companies will ensure that most important practical knowledge is shared with students. This is not limited toOur times are marked by the increasing prevalence of one-fits-one introducing short semesters/courses with top internationalover the one-fits-all approach. The offering proposal aims at industry leaders.meeting contemporary standards as well as the students’ highexpectations from the programme. This requires some 4) Constant feedbackadjustments to be made to the current offering: 23 | P a g e
  • 24. Channel & Promotion StrategyOur channel and promotion strategy must be contemporary and allow us to increase awareness, reach our target audience, convincepotential students to apply and provide a seamless customer experience.The table below details the strategy objectives and the channels we propose to leverage in order to succeed; Objectives ChannelsIncrease awareness of Digital Marketing Importancefor Businesses  Website  BlogIncrease awareness about the MSc  Social Media  Online and Offline PRPosition and differentiate UCD Smurfit offering  Events  Career FairsEngage with potential and current students  website with user-friendly features and contemporary look & feelDrive requests for information  communities on social media to foster conversations with students and teachers  website with user-friendly features and contemporary look & feelMaximise application completion  mailing list built-in thanks to enquiries and send follow-up emailsDevelop a MSc Alumni community to promote MScand keep in touch with Alumni to assess MSc value  Group on LinkedInovertimeAs outlined above we recommend leveraging both inbound and outbound marketing channels. The table below explains the reasons behindthese choices and how we will promote these channels; 24 | P a g e
  • 25. Inbound Marketing Channels Channel Reasons behind choice Target Value Proposition PromotionWebsite Nowadays it is essential to have All target The website offers prospective Search Engine Optimisation a presence online to help segments students a seamless and user- Search Engine Marketing consumers who are looking for friendly platform to make a well- Blog one’s products and services informed decision to take up the Social Media course, apply for the MSc and pay Online advertising (Google fees. AdWords, LinkedIn Ads) Online and offline PRBlog “Blogging is a powerful way to All target We offer marketing professionals, Website drive the right people to your segments students & business owners a Search Engine Optimisation business online.”5 unique platform to access Social Media strategic insights into DM and Online PR Plus, companies that blog upcoming trends. Directories such as usually have “55% more networkedblogs Content visitors, 97% more inbound Foreign students will also be discovery sites like StumbleUpon links and 434% more indexed provided with insights into life in Bookmarking sites such as pages”.6 UCD. Delicious Our blog content will allow us to efficiently demonstrate the expertise offered / acquired, reinforce our positioning and differentiate ourselves from the competitors.5 The Essential Guide To Internet Marketing”, HubSpot6 http://blog.hubspot.com/blog/tabid/6307/bid/5014/Study-Shows-Business-Blogging-Leads-to-55-More-Website-Visitors.aspx 25 | P a g e
  • 26. In addition, this will provide a platform to share additional information about the MSc and the life in UCD.LinkedIn LinkedIn has become an Marketing We provide a unique platform for WebsiteGroup unconditional hub for (Digital marketing professionals and Search Engine OptimisationUCD Digital professionals. We believe that marketing) business owners to access LinkedInMarketing it is essential to be present on professionals compelling and strategic insights BlogProfessionals this platform in order to attract and business into digital marketing. LinkedIn direct mailing marketing professionals, owners marketers in Ireland/Worldwide business owners and In addition, this group will be a to invite people to the group increasingly students. UCD MSc meeting point to discuss digital This will allow us to increase Digital marketing strategy, share opinions awareness, drive engagement Marketing and ask questions to the and promote various contents Alumni programme teachers. such as blog posts or thought leadership. UCD graduatesFacebook Increasingly Facebook users Marketing / We provide a unique hub where WebsitePage connect with brands that they Business students interested in marketing Blog like and wish to follow or Students can get more insights into the Facebook Ads Sponsored Stories engage with. sector (trends, careers) and where to to increase awareness via Beside the fact that the Digital (Prospective prospective students can get/ask friends’ network. Marketing Institute has and current) for course related info and established a presence on the communicate with the current social network, we believe that students setting a page would allow to capture students across our 26 | P a g e
  • 27. geographic market and, as / before, they are to choose a MSc programme. This would enable us to attract prospective students, promote the blog content and influence students’ decision-making.Google+ Page Improve ranking in search We can target We offer professionals and Website results, increase awareness, separately students with an interest in digital Blog engagement, promote blog, market marketing interests additional possibility to use guest speaker. professionals knowledge and course info, as Google+ has more followers and students well as insights into the course than Facebook. ‘Sparks’ feature itself (i.e. lecturers, events, other) that allows users to choose Google+ pages based on their interests thereby increasing the reach.YouTube As the 2nd biggest search All target We invite prospective students to Website engine and as consumers are segments learn more about the programme Search Engine Optimisation getting accustomed to teachers, the benefits of the LinkedIn searching companies and programme by accessing alumni Blog products via the site, YouTube testimonials. is also the site where to be. We share our access to Digital In addition, we recommend Marketing Experts via video developing a number of videos interviews on specific related including teachers / alumni topics. /guest speakers videos, and a YouTube channel would the Interview with lecturers 27 | P a g e
  • 28. ideal place to publish those.Twitter To be in line with our Marketing/Bus VP: streamline of industry news, Website positioning statement and iness Students short ‘take aways’ from classes, Blog become world class master (Prospective teacher’s comments Hashtag degree - Twitter is ideal tool to and current) create buzz and build brand awareness. To be able to interact with students worldwide and frame credibility 28 | P a g e
  • 29. Outbound Marketing Channels Channel Reasons behind choice Value Proposition PromotionSeminars/Meetings To raise brand awareness and engage Ensure presence where potential students This can be used both to ensure directly with target audience are. 1) Marketing seminars in Ireland to up-to-date lecturers knowledge engage with marketers and target them of the industry and to promote with Ms in digital marketing to improve the course. Information about their knowledge. 2) Irish education fairs to seminars interactions will be target people for full time programme posted on UCD social media 3) Online seminars to promote online platforms with reviews and programme recommendationsPR/Printed Media UCD Smurfit needs it PR company to Lecturers from the course should really be actively push the MSc in Digital seen as authoritative commentators on Marketing in to Radio, participating in ICT/Digital and any developments TV programmes, and Printed Media. activities in the sector. More media These ‘traditional’areas should be presence by the course commenting on exploited to raise the courses profile Government policy, the opening of new to a wider audience outside those ICT companies, future of ICT on business, interested in Digital. Why? To allow growth, employment etc. the UCD Smurfit to occupy the Given the relationship between Irish position as an educational leader in industry and the UCD Smurfit, the school’s this area of business as it is voice will be welcomed. recognised in so many others. The Further promotion at high profile DMI are proving expert in this seminars and conferences also. approach. They have featured in the High profile guest lecturers can be invited the Irish Times, The Sunday Business by the school to speak and invitations Post, Newstalk radio and RTE 1. They given at CEO level-all to position the have adopted the position of Ireland’s course as one of the most connected and digital educators. innovative MSc’s delivered (globally). 29 | P a g e
  • 30. White papers, and any success by current students stemming from course participation should be highlighted.Google AdWords Professionals/Students who plan to take a course in digital marketingLinkedIn Ads The people who use LI are receptive Professionals/Students with digital Objective: Increase quality of to information about professional marketing interest, who care about their inbound leads, boost conversion growth, which make them the perfect careers rates for student enrolment fit for the education development market. With LI Ads, we can get our message and brand in front of the right people even before they start looking for a professional development program. 30 | P a g e
  • 31. Content Strategy Inbound Marketing ChannelsContent will be mainly created on the website and the blog. Since Therefore, the dedicated web pages structure should reflect theeach channel has different audience and requires a unique flexibility offered and feature an Overview Page with the differentapproach in order to grab the specific audience’s mindset, we will options i.e. full-time, part-time and online and an “A la Carte”strategically distribute content from the website and the blog into modules page listing all the modules and including a link to eachits best fit channels. detailed module page. In order to help potential applicants understand the value of this programme and attract foreign students, a page should be included with programme / teacherDetails of content to be created or added to the website and the introductions and alumni videos.blog are outlined in a table below.The Website We also propose to simplify the structure of the pages whichAt present there is a web page that hosts diverse contact tabs currently display redundant options leading to different pages. Itincluding Overview, Features, Curriculum, Careers and Admissions. appears that there are too many links altogether which can beOn the curriculum page, clicking on the details of the module somewhat confusing, notably compared to the sites of othertriggers the display of a pop-up window which seems not to be players in the market.indexed by Google. Mainly, the site is one of the sales argument for the MSc and asGoing forward, we would recommend designing pages that can be such should reflect the institution’s expertise.trawled and indexed by search engines for all content. As outlined Likewise, the site must be optimised for mobile devices. There arein our Offering section, we have stressed that to meet the needs now more mobile devices shipped than PCs and an increasingof our target segments, the curriculum should be tailorable. number of individuals use their smartphones or tablets to search 31 | P a g e
  • 32. online and purchase. It is essential for businesses to develop a The call-to-actions should be clear and functionalities user-mobile-friendly site or a mobile site in order to remain friendly i.e. request more information, registration process andcompetitive in today’s marketplace. The UCD mobile site should payment.not simply replicate the desktop site but must embrace the It can be assumed that the programme brochure will bedevices’ specificities to deliver the best customer experience and requested by potentially successful applicants. Therefore, wereinforce the MSc positioning. suggest developing a feature that would enable to collect theseBelow are screenshot of the Digital Marketing Institute and UCD applicants’ email addresses in order to follow-up on their site visitMichael Smurfit Business School MSc Digital Marketing “home” in a personalised manner. A brochure could be downloaded afterweb pages. filling a form and entering contact details and email address. Blog Contents from the blog are then divided into two groups based on their characteristics and likely key audiences. The first group targets prospective students and aims to promote the course itself with insight into student life, lecture, lecturers’ profile and so on. Therefore, we believe that it best fits into more casual channels such as Facebook and Twitter. The second group contents aim to provide professional and in-depth insights andIn order to streamline modules organisations, manage applicants’ information regarding digital marketing. Hence, they will beexpectations and control teaching resources costs, we suggest distributed to professional channels, LinkedIn Group. Sinceenabling a curriculum builder. This tool would make it possible for Google+ seems to be both professional and casual depending onstudents to plan their studies based on preferences and modules each audience and their use of it, we will distribute both groupsavailability. This will allow students to apply and enrol in the contents to it.programme with confidence. 32 | P a g e
  • 33. Education & Life @UCD About us: Brief description of the course, purpose of the blog, UCD Strategic Digital Marketing Hub Lecturers’ profile and interview videos, and Teaser lecture - Blogs posts: Topics covering Digital marketing trend, Digital video/PPT marketing Strategy, Digital marketing tools Student Life: Students’ essay on general experiences in the - Infographic: Same as above school. Students’ interview videos - Videos: Interview of guest speakers, partnership companies’ News & Events presenters and industry leaders in digital marketing - Newsletter of the blog focusing on the above contents in group 2.In addition, there will be specific types of content published on each social media platform as well as the mentioned blog contents above.Please see the table below.Social Media Unique Contents Platform Google+ Overall posts should be formal. Use visual images, videos. Allows more close cooperation between lecturers and students. Post shortcuts to the blogplosts, allow for students/followers to post interesting/engaging content, create calendar for events. Provide QA sessions and expertise live sessions via hangouts with lecturers, students, and/or guest speakers. Provide information about top lecturers of the course add them to the circles. Main feature is that Google+ provides possibility to post different content to different people by adding them in different circles. Use advanced Google+ notification feature. Create industry/MS related memegens. Usage of applications to generate +1s and social interaction (i.e. Google + Super Circles +1 Exchange) LinkedIn An important ambition of the group is to differentiate the programme from other offerings. Thus we propose to share some Group high level insights and drive high-level conversations on strategic trends. Post brain teasers to generate discussions (i.e. “Do you think that the Skyfall video ad was a success?”, etc.) Additionally, post any information about career openings and career 33 | P a g e
  • 34. opportunities for students. Facebook In order to engage students in a dynamic and fun manner, we suggest posting; Questions on marketing related video being Page simply whether the audience like it or what type of marketing techniques is used. The content should be 50% text, 50% rich media (pictures, infographics, and videos) to keep the audience engaged. We suggest leveraging Facebook Applications to personalise, customise the interface and deliver a professional experience. (i.e. Facebook social news app https://apps.facebook.com/mashablefb/) Twitter Overall posts should not be semi-formal. Post short links for the blog posts of MSc digital marketing blog, announce guest speakers and topic they covered with direct link to their posts, talk about case studies/Facebook marketing questions and look for people’s feedback. Tweet about students’ life (i.e. parties, exams, presentations, meetings). Follow top marketers + lecturers on twitter and retweet or comment on their remarks. Provide updates to the main digital industry news. Announce career fairs, marketing events for all alumni to come and participate. Look for market influencers in Twitter and get their attention, focus on engaging with target audience. Talk about any offline presence (government advisors), combined programmes with Google, LinkedIn, etc. Engage new visitors/followers by posting on the news/marketing events worldwide Outbound Offline Marketing Channels Channel ContentsCareers Fair/Course Ensure that MSc in digital marketing is present in all major fairs to spread brand awareness, provide information Fair about lecturers, course content, etc. Distribute printed copy of the UCD Smurfit course brochure with direct links to blog and website.Seminars/Meetings 1/ Participation in top marketing seminars, meeting with presentation or even just being there would positively influence brand image as professional and export in the industry. For some of the seminars lecturers have to prepare and present talks in areas of their expertise. 2/ Ensure presence on ‘get Irish business online’, FAS start business programme and likePR/Printed Media 1/ Ads in such magazines as Irish Times, Sunday Times, etc. to increase brand awareness among professionals 2/ Provide interviews with MSc coordinators, comments on major digital industry events, and talks about strategy for start-ups. 3/ Be seen as valuable advisory to the government, Irish start-ups, companies. 34 | P a g e
  • 35. Implementation Strategy Blog www.ucdsmurfitdigitalmarketing.wordpress.comUSERNAME: ucdsmurfitdigitalmarketing /PASSWORD: UCD2013 35 | P a g e
  • 36. Content publishing Menu Who How oftenAbout us Laurent N/A (Students) 1/ Full time: As part of individual assignments, each student should submit 1 post per semester, which willDigital Faculty make about 3 posts a week taking the number of students in our objective into consideration. In theMarketing Students beginning of the semester, roster is scheduled with order of posters and subjects. Before publishing, aTrends Guest writers post will be reviewed by Laurent 2/ Part time: As part of group assignment, interview guest speakers/partner company presenters/industry leaders. (this can be integrated with the case study)Digital Faculty (Guest speakers) Prior to the seminar, they are asked to write a post related to the subject of the seminarMarketing Students and this post will be published on the blog right after the seminar.Strategy Guest writersDigital FacultyMarketing Students Once a weekTools Guest writers Full time students ‘group assignment under the supervision of professors. This could be done in Faculty and integration with MSc in Marketing Practice.Case Studies full time Reflection on digital marketing strategic points, integrated communication, etc. This could consist in a students brief summary and an elaborate answer crossing with own knowledge and resources. 1/ Once a year for interviews with students, career prospects, etc. Faculty andStudent Life 2/ When applicable about Alumni upcoming events, students social life, life on campus, etc. Students 3/ Once a year information about lecturers background, their expertise, etc.News & Faculty and 1/ News and upcoming events in digital marketing industry (Faculty and students)Events Students 2/ News and events in the school (Faculty) 36 | P a g e
  • 37. Social Media Platforms Social Media Who How often PlatformGoogle+ Idea 1/ A voluntary group of editors/administrators will be formed When relevant new contents are published on Idea 2/ Students divided in small groups take responsibility in turn on a the blog or the website. weekly basis. Lecturers/guest speakers - organizing QA live sessionLinkedIn Group 1/ Partially content will be taken from the blog (part that talks about Posts from the blog will be updated regularly UCD Strategic Digital Marketing Hub) 2/ Faculty will need to update bring updates about career Brain teasers and career updates will be posted news/possibilities by lecturers once in month 3/ Faculty will be responsible for putting brain teasersFacebook Page 1/ Partially content will be taken from the blog (part that talks about Around 3 times a week Education & Life @UCD) 2/ Either appointed staff member from UCD Smurfit or student volunteerTwitter Digital marketing and marketing lectures, students, guest speakers, Everyday twitter responsible person 37 | P a g e
  • 38. Search Engine Optimisation & Online AdvertisingAccording to a recent study by ClearSaleing, “Paid search drives an Based on our value proposition and positioning strategy we8.8% order lift [...], while natural search had a 10.91% lift”. This believe that 5 main keywords for SEO would be:shows the importance of investing resources in both Search Masters in MarketingEngine Optimisation (SEO) and Search Engine Marketing (SEM). MSc in Digital MarketingSEO covers the techniques that enable you to impact a page orwebsite ranking in the search engines organic results while SEM Digital marketing coursesrefers to paid advertising on search engines. Masters marketing europeConsidering that Google possesses 85% of search engine marketshare, we propose to focus our efforts on this major player. Masters digital marketing EuropeSearch Engine Optimisation (SEO)  Keyword Research & Analysis Based on competitors’ site and using the Google Keyword Tool to identify keywords that are used and the trends, weAll the keywords that relates to Digital Marketing and relevant recommend that the keywords list include:education programme terms should be included in the websiteand into website pages meta descriptions, wherever possible and Digital marketing coursesrelevant. Masters digital marketing Masters in Digital Marketing Part-time Masters digital marketing Online Masters digital marketing 38 | P a g e
  • 39. Distance Masters digital marketing E-commerceMSc digital marketing M-commercePostgraduate courses e-CRM systemsPostgraduate degree Data analyticsCareers in digital marketing Digital marketing strategyOnline marketing What is digital marketing strategyOnline advertising ‘How to’Digital advertisingSocial media marketing  On-Page OptimisationMaster degree in On-page optimisation refers to “how well the website’s content is presented to search engines”7. It includes Title, Meta Description, Keywords, H1, Content Density, Position, Internal Links and StopAdditional Keywords on top of already mentioned will be used Words 8 . The person in charge of the website building andfor blog: management should liaise with the programme or marketing team to ensure this is optimised.Social networking sitesWebsitesBlogs 7 “The essential guide to internet marketing”, HubSpotVideo sharing sites 8 Search Engine Optimisation, How to Manage your Rankings in Search Engines, Eamonn ORaghallaigh 2012 39 | P a g e
  • 40.  Side-Page Optimisation There are a number of techniques to create and generate inbound links. They can be used for both the website and the blog andSide-page optimisation refers to the network layer and includes; offers different degrees of scalability and quality.the server location, content submission to search engines,redirects and site loading time. Again, this must be optimised by Directory submission, preferably industry specific for theboth the person in charge of the website performance and the IT relevance;Team. Suggestions; www.courses.ie, www.qualifax.ie, www.findacourse.ie, www.postgradireland.com, www.mastersportal.eu, www.goabroad.com/degree-  Off-Page Optimisation abroad/search/masters-degree/degree-abroad-1,Off-page optimisation refers “to your site’s overall “authority” on www.diversityabroad.com/graduate-school-programs,the web, which is determined by what other websites say about www.studybusinessmasters.com, www.studyabroad.com,your site”9. It includes, inbound links, SEO press releases and blog www.masterstudies.composts, articles which focus on the website keywords as relevant, Content creation; when great content is created, people are moresocial media accounts description10. likely to share it and link back to it. In-content marketing; this consists in inserting links to own  Inbound links11 content at the top of articles via an anchor text of relevant keywords. Shareable content; by making it easy to share content via good quality widgets such as Share on Facebook, LinkedIn, etc.9 “The essential guide to internet marketing”, HubSpot Social engagement; by being present on all relevant sites10 Search Engine Optimisation, How to Manage your Rankings in Search Engines,Eamonn ORaghallaigh 201211 “Link Building” – Evan Fischkin of Slingshot SEO Delivered April 16th 2012,http://techspectations.org/webinars/webinars-archive-2012/ 40 | P a g e
  • 41. Link reclamation; which consists in redirecting any website page However, the volume of leads that can be generated throughthat shows errors to relevant new pages using the Google keyword search engine advertising is limited to the number ofWebmaster tool for instance people actively searching. Therefore, as well as running ads in Google, we suggest advertise the course in LinkedIn. The peopleComment marketing; this techniques must be used with caution; who use LinkedIn are professionals who care about their careersthe comments should always be relevant so as to not look and are ready for growth. We can proactively reach the rightspammy, and ideally complement the content on a given page audience early in their decision-making process and preciselyManual link submissions to relevant sites target them by industry, job function, location and group.Competitive link research and acquisitions; to be visible on thesites where our competitors are. Various SEO tools that can be We propose to leverage Google AdWords and LinkedIn Ads in thisused such as Seomoz tools digital marketing plan in order to drive the maximum of prospective applicants to the MSc Digital Marketing “homepage”. Online Advertising To start with, it is critical to set clear goals. In the context of our digital marketing strategy, our campaign objectives areFirstly, paid advertising on Google refers essentially to GoogleAdWords. The benefits of using Google AdWords are that it offers 1. To generate registration (purchase) (Conversation 1)precise targeting and measurability and are based on relevance. 2. To generate requests for information (Conversation 2)Google AdWords campaigns maximise the reach by targetingGoogle Search and the Display Network, the relevance as ads are 3. To increase awareness by driving traffic to the web pagestargeted based on specific keywords, site topics or interests and (Unique Visitors)return on investment thanks to the extensive data providedovertime which allow to monitor and optimise campaigns based Due to the seasonality of the business, much more aggressiveon conversions generation notably. budgeting and bids strategy will be conducted on the period from 41 | P a g e
  • 42. January until June when students are most active and looking forstudy opportunities.Google Adwords Set-upOur objectives encompass direct response and brand awareness,thus our campaigns will leverage both the Google Search andDisplay Network (GDN). In addition, we will be targeting severalgeographies as per our targeting strategy and promote ourdifferent offerings. Furthermore, campaigns success and value aremostly dependent on the “Quality Score” (QS) which impacts boththe Ad Rank and the Cost per Click (CPM). QS refers to therelevance of the keywords vs. Ad vs. Landing Page. QS alsoevolves depending on Click-through-rate (CTR) and history hencethe importance to get it right from the start in order not toaccumulate a negative legacy.In order to maximise our QS, we propose the below high levelstructure; 42 | P a g e
  • 43. The campaign would include remarketing to target those to view the details of these campaigns, log in Google Adwordsindividuals who would have visited the website but wouldn’t have using;completed their application. Also, we recommend leveraging Username: digital.marketing.project.ucd@gmail.comextensions in the future so that when the ads appear at the top,additional links can be displayed such as links E-CRM Module or Password: Su1*c5c$e*sAbout UCD Smurfit Business School. shows those over underperforming versions. Therefore, we have created 3 variations for each campaign as below.LinkedIn Ads Set up Bid price is chosen based on LinkedIn’s suggested bid range forIn addition to the advantage of using LinkedIn’s precise targeting each campaign and daily budget is decided considering theoptions, we can also select the optimized strategy in the ads number of clicks or impressions we feel that it’s reasonable todashboard once various ads in our campaigns start to run. receive in order to effectively achieve our campaign targets.LinkedIn automatically selects the best performing versions and Daily budget/Bid Campaigns Targeting Ad copy variations priceMarketing/sales CPC Bid: €2.50professionals in (2.01-2.45)Ireland (jobfunction) Daily budget: €250 (€2.50*100 Clicks) *
  • 44. Marketing/sales CPC Bid: €2.40professionals in (2.01-2.35)Ireland (Group) Daily budget: €240 (€2.40*100 Clicks) *Small Business CPC Bid: €2.40owners in Ireland (2.01-2.39) Daily budget: €240 (€2.40*100 Clicks) * 44 | P a g e
  • 45. Marketing/business CPC Bid: €2.40students in Ireland (2.01-2.35)and UK Daily budget: * €240 (€2.40*100 Clicks)Marketing/business CPC Bid: €2.40professionals and (2.01-2.35)graduates in Europe(France, Spain, Daily budget:Germany) * €240 (€2.40*100 Clicks) 45 | P a g e
  • 46. MeasurementsCurrently one of the main weaknesses of MSc in digital marketing is lack of awareness among the Irish professional community and it iseven more true for international students/professionals. Our focus will be first on ‘spreading the word’ about the programme via online andoffline resources in order to bring suitable individuals to apply for the MSc Digital Marketing and secondly engaging in conversations withprospective clients to guarantee the high-quality quality of our offering. Therefore, there are a number of main indicators to measure ourperformance: Channel Short term goal 1-2 years Long term goal 2-5 years Means to measure - 5000 impressions, 200 clicks per year - in 10 top landing pages for UCD Smurfit website 80% of which is domestic search 80% of which is domestic searchWebsite, Ms digital 20% international visitors 20% international visitors Google Analyticsmarketing page - 50 inquiry form or email per year per year - 100 inquiry form or email per year - 30 people going for ‘apply now’ per year - 50 people going for ‘apply now’ per year - 50 unique visitors a day - 200 unique visitors a dayBlog - 30% of the visitors should visit ‘about course Google Analytics - 30% of the visitors should visit ‘about course section’ section’ - Page likes 100 - Page likes 800Facebook - Likes, comments on, or shares your Page post - - Likes, comments on, or shares your Page post - Facebook interaction rate 0.05% interaction rate 0.15% - 200 followers - 3000 followers Twitter, Klout,Twitter - retweet rate 5% - retweet rate 15% Crowdbooster - influence measurement 40 - influence measurement 60 Google+, Google+ Page - 90 +1s - 750 +1sGoogle+ Report - Page engagement 10 - Page engagement 40 by Simply measured - 30 followers 100 followersLinkedIn Group LinkedIn - introducing new followers via direct emailing 20 - introducing new followers via direct emailing 60 - Total 4000 views, 300 likes - Total 8000 views, 400 likes Youtube, GoogleYouTube channel - Subscribers 10 - Subscribers 50 Analytics - Channel View Rate 0.5% - Channel View Rate 1% 46 | P a g e
  • 47. - CTR 0.025% - CTR 0.025%LinkedIn Ads LinkedIn account - Lead generation - Lead generation - CTR 2% - CTR 2% AdWords + GoogleAdWords Ads - Conversion (filling in inquiry form) 1% - Conversion (filling in inquiry form) 4% Analytics - Conversion ‘apply now’ 0.5% - Conversion ‘apply now’ 1.5%PR activity on Radio, TV, 20-100 increase in unique visitors to the website 20-100 increase in unique visitors to the website week Google Analyticsmagazines, seminars, etc. week after activity after activity For top 5 KW on the first page of search in Ireland, For top 5 KW on the top 3 organic results of search inSEO Webmaster Tools second page international targeted countries Ireland, first page international targeted countries Ireland overall - 0.0015% Ireland overall- 0.0045% Ireland target audience -7% Ireland target audience - 15% Amount of Students vs.Market share International - 0.001% International - 0.001% competition International eligible - 0.01% International eligible - 0.1%Students applied 90 people for all 3 offerings 150 people for all 3 offerings Students applied 47 | P a g e
  • 48. Referenceshttp://www.inis.gov.ie/en/INIS/Pages/Statistics%20on%20Visas%20for%20Non-EEA%20Studentshttp://census.cso.ie/Census/TableViewer/tableView.aspx?ReportId=76932http://www.irishcentral.com/news/US-companies-create-major-boost-for-Ireland---Facebook-and-Google-add-space-to-Dublin-HQs-139991093.htmlhttp://www.upc.ie/pdf/upcdigitalindex.pdfhttp://www.irishtimes.com/newspaper/finance/2012/0604/1224317198210.htmlhttp://www.combinedmedia.ie/blog/digital-marketing-sector-grows-rapidly-2011The Essential Guide To Internet Marketing”, HubSpothttp://blog.hubspot.com/blog/tabid/6307/bid/5014/Study-Shows-Business-Blogging-Leads-to-55-More-Website-Visitors.aspx“The essential guide to internet marketing”, HubSpotSearch Engine Optimisation, How to Manage your Rankings in Search Engines, Eamonn ORaghallaigh 2012“Link Building” – Evan Fischkin of Slingshot SEO Delivered April 16th 2012, http://techspectations.org/webinars/webinars-archive-2012/ 48 | P a g e

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