UCD Professional Academy Diploma in Digital Marketing

This comprehensive Professional Course in Digital Marketing will give you the key skills to build digital marketing strategies from scratch.

You will learn the use of channels such as social media, paid search, organic reach, and PR, while developing skills in content creation, content distribution, engagement, optimisation, using video, and email marketing. Learn to find the right audiences as you engage your community and build your brand across digital channels.

On Demand (eLearning)

Digital Marketing €1199

Upcoming Live Instructor-Led Courses

January 22nd - April 9th (EVENINGS: 12 Weeks - Every Thursday)

PART-TIME: Live Online Lectures

UCD Professional Academy Diploma in Digital Marketing
- €1,399.00 excl.
Register

January 26th - April 27th (EVENINGS: 12 Weeks - Every Monday)

PART-TIME: Live Online Lectures

UCD Professional Academy Diploma in Digital Marketing
- €1,399.00 excl.
Register

February 25th - May 13th (EVENINGS: 12 Weeks - Every Wednesday)

PART-TIME: Live Online Lectures

UCD Professional Academy Diploma in Digital Marketing
- €1,799.00 excl.
Register

March 24th - June 9th (EVENINGS: 12 Weeks - Every Tuesday)

PART-TIME: Live Online Lectures

UCD Professional Academy Diploma in Digital Marketing
- €1,799.00 excl.
Register

Digital Marketing

Drive valuable traffic to websites with search engine optimisation techniques and pay-per-click (PPC) campaigns, then convert them using proven tactics. Form long-term relationships with audiences with high-return activities such as email marketing. Discover how to measure, analyse, and optimise your campaigns as you drive successful, cohesive digital marketing strategies.

You do not need any prior experience or qualifications in digital marketing as the purpose of this course is to provide you with the tools and insights you need to kickstart your digital career. The only prerequisite is that you have an interest in digital marketing and the desire to succeed!

Course Assessments

This Professional Academy Diploma is assessed through a practical project where students create a credible marketing campaign addressing specific challenges and circumstances. The project takes the format of a presentation, as it would be presented to stakeholders in your own organisation or business. You will have two weeks following the end of the course to complete and submit the final assignment.

Certification

Your UCD Professional Academy Diploma will be issued electronically on a secure platform, with a link that you can share with employers and others wishing to verify your credentials. You can also add this certificate to your LinkedIn profile.

Flexible Delivery Options

The course is available either online or on campus. For those attending on campus, it is delivered part-time over 12 weeks. Online delivery offers two options: an intensive five-day format running from 9.00am to 4.00pm each day, Monday to Friday, or a part-time schedule over 12 weeks, with one three-hour session per week. For the part-time option, you can choose between morning sessions from 9.30am to 12.30pm or evening sessions from 6.30pm to 9.30pm, depending on what best suits your work commitments and personal needs.

Study Options

All formats cover the same course content. You now have more choice in how you learn with us:

On Demand

Begin today or tailor your learning to suit your schedule, at a pace that works best for you.

Create a learning schedule that fits your personal needs.
Complete within 18 weeks.
Attend optional live Q&A sessions.

Live Online

Choose between weekly classes, usually over 12 weeks, or a 5-day intensive bootcamp.

Live online learning with industry-expert lecturers
Interact with lecturers and classmates
Convenience of studying from home

On Campus

Choose weekly evening classes on UCD Belfield Campus, Dublin 4.

In-person learning with industry-expert lecturers
Meet peers in a friendly environment
Access to state-of-the-art facilities

Digital Marketing Course Modules

1. Introduction to Digital Marketing

Learn about the core principles and concepts about marketing, digital marketing and the key channels on the market.

Integration with traditional channels
Current challenges for digital marketers
Audience research and data-led marketing

2. Building a Digital Marketing Strategy

Create a real-world digital marketing strategy, understand how it is documented and how it is used.

Defining and agreeing objectives and KPIs
Building out tactical plans and executing the strategy
Presenting strategy and gaining buy-in from stakeholders

3. Customer Experience - Your Brand & Website

Learn about establishing a brand presence and controlling it as far as possible. Discover the ingredients of a website that delivers a smooth user experience but also gets results.

Crafting your brand’s digital experience
Usability and accessibility – impact on users and SEO results
Conversion rate optimisation strategies

4. Search Engine Optimisation (SEO)

Learn about establishing a brand presence and controlling it as far as possible. Discover the ingredients of a website that delivers a smooth user experience but also gets results.

Crafting your brand’s digital experience
Usability and accessibility – impact on users and SEO results
Conversion rate optimisation strategies

5. Paid Search with Google

Discover how to drive traffic and revenues using paid campaigns on Google Ads. Learn about bid auctions, optimising search campaigns, tracking successful conversions, and using insights from Google Analytics.

Research and keyword planning
Walk through a working campaign
Managing campaigns
Measuring and reporting

6. Email Marketing, Automation and CRM

Email marketing is still one of the most valuable marketing tactics. Understand Customer Relationship Management (CRM), using email as a channel, and integration automation for interconnected sales and marketing funnels.

Basics of email as a channel: lists, sending, tech stack, regulatory considerations
CRM, email and automation
Practical walk-through of an email marketing scenario

7. Social Media - Organic Community Building

Learn about the current social platforms, and how to build campaigns and genuine communities online. Learn how to grow and engage a community around your offering.

Content strategy for social media
Audience development and engagement
Campaigns and integration with other channels

8. Paid Social Media - Driving Results in Social

Reach new and existing audiences with paid marketing campaigns. Drive results in key use cases, such as eCommerce sales and lead generation.

Overview of Facebook, LinkedIn, TikTok and other leading platforms
Examining the principles and economics of PPC through a social lens
Remarketing, segmentation and multivariate testing

9. Video - TikTok, YouTube and Stories

Leverage the modern appetite for video with advertising campaigns across multiple channels, such as Youtube, Facebook, Instagram, and TikTok. Learn how to create stories, reels and video, and how these formats play their roles in achieving your marketing objectives.

Case studies of how modern brands use video
Video creation workshop – creating engaging visuals with accessible tools
Creating a story for your business

10. Content Creation - Copywriting, Photography & Podcasting

Tactical workshop explaining best practice in the areas of copywriting, photography and podcasting.

Learn about tone of voice, headlines, articles, social copy, micro copy and email
Imagery – the fundamentals of photography and graphic design
Podcasting – how to plan, produce and promote a show for a business that generates results

11. Measurement and Analytics

Data is critical to any modern business. Gain a general understanding of the technology supporting data analytics. Learn how to dig into your audience’s characteristics and online behaviour through key metrics so that you can tailor your offering.

Introduction to Google Analytics and walkthrough of key areas
How integrated platforms yield more cohesive measurement
How to present digital marketing reports

12. Case Study - Work Through a Real Brief Together

A hands-on recap of all aspects of the course through a practical session that examines and responds to a digital marketing brief

Role and importance of a digital marketing brief
Work through the real campaign brief and unpack what it tells us
Work on different parts of the brief, and finally put everything together

Learners must be 18 years or older.
Previous training, study and/or professional experience in a related field is recommended.
For non-native speakers of English, a language proficiency equivalent to IELTS 6.5 overall (or equivalent) is required.

Please note that all UCD Professional Academy courses are conducted in English. Prospective learners for whom English is not a native language are welcome to undertake Professional Academy courses. It is the responsibility of the learner that their proficiency in English is adequate for the course to participate and complete assignments successfully.

Disabilities

UCD Professional Academy welcomes learners with disabilities and makes every effort to provide facilities and support, where possible. We ask that learners who may need additional support or facilities during their course inform us at the time of application.

Code of Conduct

All staff and learners of the Academy are expected to abide by its Code of Conduct https://www.ucd.ie/professionalacademy/learner_handbook/ . In the case of serious breaches, learners may not be permitted to attend the remainder of their course, and no refund will be given.