The presentation at ALBA Business Graduate School on 18 Feb 2014: Open Day for the Professional Diploma in Digital Marketing. Feel free to share!

1. Professional Diploma in
Digital Marketing

2. ALBA Graduate Business School
Executive Development

3. ALBA Identity - Vision & Mission
 Not-for-Profit, private academic institution of graduate studies in Business Administration
 Not-for-Profit association of 82 Corporate Members
 Operates under the auspices of the:
 Federation of Greek Industries (ΣΕΒ),
 Hellenic Management Association (ΕΕΔΕ)
 Athens Chamber of Commerce & Industry (ΕΒΕΑ)
Our vision
To become one of the leading research-driven Graduate Business Schools of Europe on the basis of
excellence of teaching and intellectual impact on the business world, attracting outstanding faculty
and students from all over the world.
Our mission
To educate visionary leaders of tomorrow who will act as agents of change and help shape the future
business world by pushing forward the frontiers of knowledge related to the management of business
organizations and making that knowledge relevant to practitioners. Generating and disseminating
knowledge represent our twin objectives.

4. ALBA Activities
PUBLIC
EVENTS
APPLIED
RESEARCH
&
INTL
PROJECTS
EXECUTIVE
DEVELOPMENT
CAREER
&
ALUMNI
OFFICE
RESEARCH
ACADEMIC
PROGRAMS
Attraction & Education of Talent
Generation of Knowledge
to People &
Organizations
Connecting Academic
Knowledge, Professional
Interests & Personal Skills
With Meaningful Careers
Adding Value to People &
Organizations through Customized
Executive Training Programs
Pioneer in
EU & Innovation Projects
Offering Lifelong
Learning &
Networking

5. Executive Development Portfolio
Open
Seminars Diplomas
Mini
MBAs
In House
Seminars Executive
Management &
Leadership Programs
In House
MBA/MSc

6. ALBA Executive Development Clients
We address the training and development needs of clients operating across market sectors
PHARMACEUTICAL SECTOR
TOURISM & ENTERTAINMENT
FMCG
MANUFACTURING
PUBLIC SECTOR AUTOMOTIVE
IT TELECOM
BANKING RETAIL SHIPPING

7. •ALBA and Socialab join forces to:
•Innovate in management training by leveraging
complementary resources.
•Organize and deliver an innovative Program on a
“disruptive” and revolutionary new field.
•Offer a “state of the art” program on a rapidly
evolving field leveraging ALBA’s academic
excellence, Socialab’s wide practice experience
and Digital Marketing Institute’s knowledge in Digital
Marketing.
ALBA meets Socialab and DMI:
Value Added in Digital Marketing

8. Socialab and the PDDM course

9. •Digital Marketing agency since 2009.
•In digital marketing since 1999.
•Focused on national and global brands.
•We are the numbers guys.
Socialab

10. Suit
• Visit suit.gr, the #1 resource for digital marketing
• Check opinion pieces
LinkedIn
• Apply to join our Social Media GR group
• More than 3,000 members, primarily marketers
Socialab’s Record

11. Socialab Experience

12. George Anagnostopoulos
• Creating content since 1994
• Into digital marketing since 1999
• Founder & CEO at Socialab
Tasos Veliadis
• In digital marketing since 2008
• Ermis Awards & Effie Awards
• Partner & Business Unit Director at Socialab
and more...
Lecturers

13. Modules and Structure:
1. Introduction to Digital Marketing
2. Search Engine Optimization (SEO)
3. Search Engine Marketing / Pay Per Click (SEM / PPC)
4. Email Marketing
5. Digital Display Advertising
6. Social Media Marketing 1
7. Social Media Marketing 2
8. Mobile Marketing
9. Analytics
10. Strategy and Planning
The Professional Diploma in Digital Marketing:
Overview

14. €1,200 per person
Company members - 20%
ALBA / Deree alumni - 30%
Cost

15. Certificate from the
ALBA Graduate Business School
Second certificate after exam from the
Digital Marketing Institute
extra cost: €200
Certification

16. Course Material Sample

17. • Broadcast: one way communication, push
• Message driven: brand focused, features, benefits.
• Didactic: tells, explains, elaborates, instructs
• Constrained: fit with programming & print schedules and
geographic boundaries.
• Calendar & Budget bound: limits and start and end points
• Power: retained by the media owner, and the advertiser
Traditional Marketing
Traditional marketing channels are characterised as:

18. • Interactive: many-to-many communication
• Consumer driven: in terms of their interests and preferences.
• Listening: follows the consumers needs
• Un-constrained: liberated from schedules & boundaries.
• Open ended: iterative (launch, review, adjust, re-launch)
• Power: control & influence is with the consumer
• Content Driven: in tune with consumer interests
Digital Marketing
an approach based on openness, transparency and engagement with the consumer

19. Company vs. Consumer
Balance of Power
Digital technologies are transformative and disruptive and characterised by a
shift in power to the consumer.

20. Broadcast
Website
Transact
Amazon
Interact
Ebay
Converse
Social Media
Evolution of online interaction.
The evolution of the web places the user centre stage and increasingly in control.
Copyright © Digital Marketing Institute 2012

21. Framework
PROFESSIONAL
DIPLOMA IN
DIGITAL
MARKETING

22. Framework
Introduction to Digital Marketing
PROFESSIONAL
DIPLOMA IN
DIGITAL
MARKETING

23. Framework
Introduction to Digital Marketing: Related Topics
PROFESSIONAL
DIPLOMA IN
DIGITAL
MARKETING

24. 1. 3i Principles
• Initiate
• Iterate
• Integrate
• Quality Scale
Digital Marketing Method
is the principles based framework for the application of digital marketing to achieve
business goals
2. Framework
• Visual Scheme
• Digital Channels
• Strategic Choices
4. Implementation
• Customer Goals
• Business Goals
• Application
3. Tools
• Email
• Search
• Social
• Mobile
Source: Digital Marketing Institute ©

25. 25
Consumers leave a trail
It is access to these activities that gives digital marketing its power
Buy
Click
Register
Search for
“Adventure
Holiday” Click on Ad
campaign
Register for
updates
Purchase
on site
Search

26. Consumers reveal who they are
It is access to these activities that gives digital marketing its power
Search
Buy
Click
Register
Search for
“Adventure
Holiday” Click on Ad
campaign
Register for
updates
Purchase
on site
Location, Interest, Age
Specific Requirement
Urgency
Budget}

27. Product
or Service
“Start with the customer and work backwards"
Market reality is a better indicator of customer needs than market research
MARKET RESEARCH
MARKET REALITY
Source: Digital Marketing Institute
Search: keyword research tools
Social: listening tools
Digital: analytical tools
Polls, questionnaires, history,
focus groups, research.
Customer

28. 1. Strategy
• Start with the customer and work
backwards
Iterate Principle
Effective Digital Marketing is an Iterative Process
2. Channels
• Select Channels
4. Ammend
• Creative
• Message
• Channel
3. Monitor
• Analytics
• Tracking
Source: Digital Marketing Institute

29. Integrate Principle
Depending on consumption channel users apply personal preferences and
etiquette and expect marketers to do likewise.
UserPrint TV Radio Email Mobile Phone
Broadcast
Websites and Discussion
forums
where the accepted norm is
public an open.
Transact
Social Media Networks
where the interaction is
governed by social norms
Interact
Personal communications
devices/systems with a
personal etiquette
Source: Digital Marketing Institute

30. Audience Awareness
Audience Engagement
Audience Conversion
Audience Advocacy
Learn
Engage
Act
Tell
Source: Digital Marketing Institute
In digital marketing the dynamic is from quantity to quality.
There is a quality scale in the interactions of an audience with an organisation.
Quality Scale of Engagement

31. • Structure: starts small and gets better (iterative)
• Budget: start small and invest based on success
• Calendar: organic with no end point
• Personnel: new work so new skills required.
• Beyond Marketing: we are all in marketing now.
Campaign Planning Implications
What are the implications for marketing departments and their campaign planning?

32. 1. Goals
• Understand the Benefits of SEO
• Choose & Set Goals
SEO: Process
SEO is an ongoing dynamic process with goals, actions, review and iteration
2. On Page Optimisation
• Keywords
• Content
• Meta-tags
• Site Supports
• Site structure
4. Analysis & Iteration
• Analysis Tools
• Performance Baseline
• Review and Iteration
3. Off Page Optimisation
• Link Building
• Link Format
• Content Marketing
• Social Linking
Source: Digital Marketing Institute ©

33. Concepts: Positioning
Know how positioning affects clicks
The proportionality of clicks between organic and paid.
30% of users
click here and
on the right
(Paid listings)
70% of users
click here
(Organic
listings)

34. 1. Subscriber Management
• Data Collection
• Data Segmentation
• Data Management
Email Marketing Process
Effective email marketing is a process
2. Design & Content
• Mail Clients
• Interaction Process
• Sender / Subject / Copy
• Images & Attachments
• Risks
4. Reporting & Analysis
• Interaction Scale
• Campaign Reports
• Subscriber Reports
• Split Testing
3. Delivery Systems
• Email Service Providers
• Scheduling
Source: Digital Marketing Institute

35. Reporting: Campaign Snapshot
Recognise standard reporting features with email marketing packages

36. 1. Define
• Customer
• Publisher
• Objectives
Digital Display Campaign Process
Effective Digital Display Advertising is an Iterative Process
2. Format
• Budget
• Media
• Formats
• Ad Copy
4. Analyse
• Measure
• Analyse
• Optimise
3. Configure
• Targetting
• Tracking
• Go live
Copyright © Digital Marketing Institute 2012

37. • Understand what the
Google dashboard
is.
• Know that you can
configure and
customise the
Google Analytics
dashboard.
Google Analytics Dashboard
Dashboard is your configurable opening screen for Analytics management

38. Situation Analysis: Capabilites
Rating your current capabilities from 1 to 5:
Basic
knowledge
Limited
Experience
Practical
Skills
Advanced
Application
Expert
Practitioner
Website
SEO
SEM
Email
Display
Social Media
Mobile
Analytics

39. Situation Analysis: Activities
Describe your current activities under each of these headings and rate your current
activities on a scale of 1 to 5
Describe your current activities Pre-Course
Rating
Post Course
Rating
Website
SEO
SEM
Email
Display
Social Media
Mobile
Analytics

40. Socialab will contribute to the course with:
• Its 4+ years of experience as digital marketing agency
• The combined experience of 35 years in digital marketing of
its 4 lecturers
• Explaining how things work in the real world
• Conveying the reality of how things are done in Greece
• Live demos
• Videos for you to watch
• Self-assessments
• Q&A sessions
• Resources to point to for in-depth research
Socialab’s Contribution

41. More Information about the Program at
dm@socialab.gr