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HDip in Digital Marketing

Course Code: Postgrad119


Level

08

Duration

1 Year

Department

Marketing, Enterprise & Digital Communications


CAO Points

N/A

Course Type

Postgraduate Taught courses

Location

Limerick

This programme is aimed at non-digital marketing graduates who are looking to advance their careers by gaining a qualification in digital marketing. The programme will be of interest to those with a non-business qualification, but with experience of or interest in marketing and who may be considering moving into a digital-marketing role, along with those self-employed or in employment who require cross-skilling or up-skilling in digital marketing techniques but with a strong focus on the relationship between the various business support functions, including marketing, strategy and digital marketing.

This programme would be of benefit to anyone interested in a career in Digital Advertising, Social Media Marketing, Marketing Optimisation, Marketing Management, Branding and related areas.

What are the entry requirements?

1. An honours degree (level 8) in a non-digital marketing or a non-cognate discipline or approved equivalent qualification. Priority of entry will be given to applicants with a higher classification of award.

2. Special Case Registrations: Prospective participants who do not meet the entry requirements for the programme, but who may qualify for admission by meeting certain other equivalent criteria, should apply to the Admissions Office for consideration.

Who can I contact?

What modules will I study?

  • Year 1

    Title: Strategic Management Concepts

    Credits: 05 Credits

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    Managers must develop an understanding of the dynamics of their industries, the trends in other aspects of the organisation’s external environment, and the organisation’s internal capabilities and resources. They must be able to think creatively so that they can craft their strategies to develop a source of competitive advantage for their organisations. Strategic management seeks to understand the challenges and the environment in which the business operates, the direction the management intends to head and the tasks of implementing the chosen strategy successfully.

    This module aims to equip the learner with the core concepts, frameworks, and techniques of strategic management and to apply this understanding in analyses and discussions of business cases. While the theoretical part of the module concentrates upon the fundamental factors that determine business success, the practical part is about acquiring deep insights into the determinants of business success from specific cases. With an emphasis on the case-study method, this module will develop learners’ ability to solve problems and think critically with the aid of strategic management concepts, tools, techniques, frameworks and methodologies.


    Title: Principles of Marketing

    Credits: 05 Credits

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    The aim of this module is to provide the learner with a practitioner level understanding of the theories and application of marketing in contemporary business environments. This will be achieved through analysis of marketing management concepts, frameworks, strategies and theoretical underpinnings.


    Title: Sales Processes

    Credits: 05 Credits

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    As a result of new economic, technical and competitive dynamics, organisations are becoming more market-oriented and customer-driven. The aim of this module is to introduce learners to the key principles of personal selling and the dynamics of the sales process through theory and practice. The learner will gain an understanding of the role and function of personal selling as part of the marketing mix. Techniques in identifying and locating perspective customers, lead generation, understanding customer needs, formulating strategies for approaching consumer and organisational buyers, planning individual sales interviews, presentation, demonstration, handling objections, closing the sale and servicing customer accounts are covered in theory and practice.

    The primary responsibility of a salesperson is to conclude a sale successfully. The learner will gain an understanding of the key responsibilities of a salesperson and the importance of preparation in improving sales success in both sales negotiations and pure selling. This module aims to give the learner an opportunity to develop their selling skills and understanding of the environment within which all businesses operate and the ways in which different organisations are structured.

     


    Title: International Marketing

    Credits: 05 Credits

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    The aim of this module is to develop learners’ abilities to evaluate critical issues in international marketing and to improve their skills in international marketing planning. During the course of the module this analysis will be informed by discussions around the key concepts in international marketing, the strategic context for internationalisation and managing both the international marketing effort and international marketing relationships.


    Title: Website Design & Optimization

    Credits: 05 Credits

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    Students will learn how to create a website optimized for both customers and search engines, including incorporating CX (customer experience) and UX (user experience) to website builds. They will also understand how elements of the digital marketing mix can be used to drive traffic to a website.


    Title: Social Media Marketing

    Credits: 05 Credits

    read more »

    Students will learn how to target new and existing customers via social media and understand which of the available channels are most effective for their target audience. They will also learn how social media can help develop a brand and increase engagement. Students will understand how social media fits into an overall digital marketing strategy and can be integrated with offline comms.


    Title: Strategic Management Practice

    Credits: 05 Credits

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    Strategic Management Practice examines theory and practice of strategic management in an organisational context. The module provides a conceptual understanding of the main elements and implications of strategic management including an understanding of strategic development processes. The focus of this module is on strategy in action. It is concerned with how a strategy actually takes shape in an organisation and what strategists actually do. The module begins by looking at how managers can assess the performance of strategic options available to the organisation and evaluate alternatives. The learner will understand how strategy actually develops in organisations, along with the importance of the relationships between strategy, structures and systems. The leadership of strategic change is examined; change context matters. The module concludes by discussing what strategists themselves actually do and examines key issues in the practice of strategy.


    Title: Brand Management

    Credits: 05 Credits

    read more »

    The aim of this module is to provide the learner with a practitioner level understanding of the theories and application of branding in 21st century business. The module will examine the importance of creating and managing brands as well as the branding strategies employed across various brand leaders. Contemporary issues in branding will also be explored such as the use of social media, brand communities and the growth of the global brand.


    Title: Strategic Sales Management

    Credits: 05 Credits

    read more »

    Strategic Sales Management is an important key to success. With the emerging nature of global and competitive markets, the onus is on the sales team within most business organisations to provide that vital edge. The goal of this module is to examine the elements of an effective sales force as a key component of the organisation's total marketing effort. This module examines the managerial issues surrounding sales force management, such as sales force training, motivation and compensation. The module also explores the sales control mechanisms, such as sales forecasting, sales analytics, sales budgeting, cost analysis, territory management and performance evaluation. These techniques and skills are applicable to a wide variety of management and sales management roles.


    Title: Digital and Data Analytics

    Credits: 05 Credits

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    Students will learn how to use data to drive their marketing activity and measure the effectiveness of their website, including how to set appropriate KPI’s for digital channels in order to measure effectiveness. Students will have a clear understanding of how to measure and monitor their online audience.


    Title: Global Business Management

    Credits: 05 Credits

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    The aim of this module is broaden the learners’ understanding of marketing management practice into the global arena. Developments in the global economic environment will be examined in-depth and the subsequent repercussions for strategic marketing management will be studied.


    Title: Mobile & Local Marketing

    Credits: 05 Credits

    read more »

    The student will learn how to use the principles of marketing in a mobile context, including how to plan and execute a mobile marketing strategy, as well as how to manage the design and development of a mobile app for business use. Learners will also understand how mobile marketing plays a key role in an organizations local marketing strategy.


Are there opportunities for further study?

On completion of this programme, graduates will also be able to apply for Level 9 qualifications in the field of business including LIT’s own Master of Business in Marketing & Management Strategy.​

What are the career prospects?

On successful completion of this programme, you will be able to:

  • Devise Search Engine Optimisation strategies and Pay per Click Campaigns
  • Develop a Digital Marketing Strategy to be used as part of a firm’s overall integrated marketing communications activities
  • Evaluate, plan and implement a content strategy using digital technology and Online PR for a positive user experience online
  • Evaluate progress across key digital platforms using various consumer insight and data analytics tools

Graduates will be equipped to work in Digital Advertising, Social Media Marketing, Marketing Optimisation, Marketing Management, Branding and related areas. ​

More Information

Fees

Entry fee for this programme is €4,350 but is subject to change.