An innovative, 130-hour long (69 hours in class & 61 hours online tutorials), training program for marketing professionals who need to join the revolution that radically changes the marketing profession and is evolving through various digital channels and the internet.
The program prepares participants for managerial positions in digital marketing with the goal of creating a collaborative learning environment for analyzing and resolving the challenges within the digital marketing world. On this basis, program participants acquire concrete skills and competencies in the rapidly evolving digital marketing domain, preparing themselves with the essentials for a successful career in digital marketing.
Who should attend:
Through the program participants will be able to:
The Program achieves its learning objectives through dynamic lectures, case studies and small group discussions and Online Tutorials that evolves along the following dimensions:
Planning a Digital Marketing Strategy: Participants are familiarized with the fundamental concepts and issues in digital marketing, The opportunities that digital marketing offers and the implications of digital marketing. Furthermore, they acquire various tools and techniques in digital marketing such as Search Engine Marketing, Email Marketing, Social Media Marketing, etc.
Implementation of Digital Marketing Strategy: Participants learn how to develop an action plan in implementing their Digital Marketing Strategy through a coherent project structure, with milestones, deliverables and needed resources.
Measurement of Digital Marketing Strategy: Participants learn how to develop and structure a meaningful methodology to evaluate the impact and effectiveness of their Digital Marketing Plan.
The Program evolves along the following course structure:
Marketing before Digital - The goal of this introductory session is to attune participants to what marketing management is. This is accomplished by the use of a computer-based simulation where participants in small teams assume the role of the marketing management team of a fictitious company. Their task is to assess the available market data, design the next steps and implement them via the simulation interface. In this way participants will develop a brief but vivid understanding of the role of marketing and its workings. (3.5h)
Digital Marketing Foundations - Basic terms and insights that are used in digital marketing are given, so that we are all on the same page once we get going. (3.5h)
Search Engine Marketing (SEO) - Learning how your website can be placed higher in the Google organic results through examples and optimization techniques. (3.5h)
Email Marketing - Find out how to collect and segment users to make a successful newsletter, both in terms of design and content, while we examine the best tools specifically designed for this. (3h)
Display and Video Advertising - Practice how to use web banners, learn what they offer and which platforms are the most suitable to set up a banner campaign. (3.5h)
Social Media Marketing - A double module on how to setup personal accounts, business pages, a Facebook ad campaign and how the social world can merge with the physical one. (6h)
Content Marketing - This module will enable you to develop the knowledge and skills to plan and execute a content marketing strategy in a persona-oriented, data-driven way-informed by business objectives, aligned with the buyer journey and your overall marketing strategy. (3h)
Paid Search - This module will enable you to develop the knowledge and skills to implement and manage paid search campaigns. You will learn how to create Google Ads campaigns, manage budgets, and report on their performance. (3.5h)
E-Commerce Conversion - Discover the greatest eCommerce hacks used by global and Greek e-shops that convert you from a one-timer to a loyal and ever-returning consumer (3h)
Website Optimization - This module will teach you how to build and publish a well-designed, high performing and optimized website that is aligned to your business goals. (3h)
Analytics - Anyone can measure what’s going on in their website, but this course is all about understanding what you need to keep track of within Google Analytics. (5.5h)
Digital Transformation Tools - Marketing and Advertising are business roles that are still changing rapidly. Beyond digital marketing and advertising, more tools are becoming available throughout the world that will change not only how brands communicate with consumers, but will also allow the automation between all business operations and marketing communications. (7h)
Programmatic: Effectively capturing the attention of consumers in today’s digital ecosystem is no easy task. And that's where Programmatic Advertising can change the game by offering options that were before unheard of in any medium. Programmatic advertising is the automated buying and selling of online advertising, as well as the automated way of developing media creatives. This automation makes transactions efficient and more effective, streamlining the process and consolidating your digital advertising efforts in one technology platform. (3h)
Digital PR: This course provides an overview of the public relations field, emphasizing the strategic role of PR management in achieving long-term business goals. You’ll study the case examples and theoretical concepts that inform PR best practices. (3h)
Digi Day: The goal of Digi-Day is to attune participants to what marketing strategy is. During this session participants have the opportunity to develop and structure a meaningful methodology using digital marketing tools and techniques as they have been taught throughout the course. By working in teams, they undertake the resolution of a real life case study. (6h)
Digital at the service of Marketing - Digital marketing is the most recent and promising addition in marketing’s toolkit. However, digital marketing is the means not the goal of marketing. This session aims to give participants the opportunity to put all they have learned about digital marketing at the service of marketing. Following the presentation and discussion of a video case, participants in small teams assume the role of the marketing team for a real company, with the task of designing and presenting a digital marketing campaign. (3h)
Strategy and Planning - This is a course on how to create an appropriate brief for your agency, what KPIs to measure and what platform each campaign is suited for. (3.5h)
Learning from the professionals - In order to profoundly understand the challenges, opportunities and Best Practices of Digital Marketing, participants will have the opportunity to learn from the best. During the session corporate “digital” executives from large Greek and multinational companies will share their own stories and strategies about their journey in Digital Marketing.
61 hours online tutorials - In order to offer our participants a more integrated knowledge of digital marketing, we provide them with extra online tutorials on different modules, in a total of 53 hours. By completing the tutorials, participants will have to answer a quick test and score a minimum of 60% in order to succeed. Both the attendance of the tutorials and the completion of the test do not require physical presence in classroom and can be carried out whenever the participants wish. Our online tutorials are based on a careful selection and alignment of material, available online for free, allowing the participants to have a continuous, free access, with no time limitations. (53h)
All participants of the Diploma are eligible for a partial scholarship of 20%!
Scholarships are open for the following programs :
Applications can be submitted online here with the indication “PDDM” noted at the field Scholarship-Financial Aid.
Deadline is set for 29 May, 2020
Note that the evaluation of applications and the final selection will be made from Alba . All applicants need to meet the eligibility criteria of the program they apply for and to go through the standard admission procedure and personal interview.
You may download the full announcement (in Greek) here
You can apply online via Eventora. Please choose your fee option and proceed with the enrollment form.
Get in touch with us
We would be pleased to address any enquiry you might have and to assist you in any way we can.
Tel: +30 211 800 6402
Email: [email protected]