Professional Diploma in Digital Marketing

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 Publishers - From programmatic to Brand Experience: How do publishers think in their day to day dealing with brands. A presentation which outlines all advertising prospects of a brand through websites. A more practical approach based on examples of all digital notions, including metrics, premium display, programmatic, video,as well as native, programmatic native, phygital events, brand experience social media. (3h)

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)

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)

Media attribution modelling for digital marketing campaigns-Each digital marketing channel has a differing effect on company performance (i.e., sales, new customers acquisition, maintenance of old customers). But how can digital marketing practitioners assess the effectiveness of each channel separately and in combination? How should they invest limited resources across the various channels in the future, and can they use past information on the effectiveness of digital channels to predict the likely future outcomes of different digital marketing mixtures? This session presents a methodology that can help practitioners answer the above questions. Utilizing a simulation game participants will learn how to apply an easily deployable statistical technique for assessing the effectiveness of their efforts and employ historical information from past campaigns to predict future outcomes. Moreover, they will have the opportunity to use A/B testing for assessing the validity pf their predictions before launching new campaigns in the market. (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 61 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. (61h)

Click here to download the PDDM brochure.