Module One - Foundation in Digital Publishing
A two day course which will introduce delegates to the aims and objectives of the programme and examine the ways in which the internet is shaping media consumption and enterprise. The module looks at the fundamental tools and techniques available to the online marketer, how to generate revenue online and predicting future trends.
Led by John Weir
Module Two - Be your own Publisher
A practical session exploring what you need to know to set up and market a website or blog. The module explores online copywriting, usability, marketing strategies, monetisation and will include various case studies and exercises.
Led by John Weir
Module Three - Search Engine Optimisation and Marketing
An in-depth session which de-mystifies search engine marketing. The module explains how search engines work and then examines site structure, copywriting, link building and ethical issues in the context of organic search.
Led by David Reilly
Module Four - Multi-Channel Publishing and Marketing
Tackling the issue of multi-channel marketing head on, this session examines the options available to organisations, the challenge to businesses in terms of internal communication, how to build successful strategies and the importance and techniques of effective measurement. Case studies will look at specific publishing examples and hands on exercises.
Led by David Hughes
Module Five - Business Intelligence - How Social Media is Changing the Publishing Business
A highly practical session exploring the new media revolution of interaction and participation, this one day seminar looks at the new tools available, the importance of social media, action plans for communication professionals and how to formulate a social media strategy. Best practice examples and case studies will be widely used and the session will also look at the distribution and monitoring of social media, latest trends and the creation of compelling podcasts and videocasts.
Led by Bernhard Warner
Module Six - Web Measurement and Analytics - Customer Research and Insight Tools
Analytics and customer research are an essential part of any successful digital strategy. This day long module is split into two; the morning looks at the effective collection and analysis of key metrics, and the afternoon concentrates on customer research and how to use your results to market your product more effectively, i.e. through segmentation, tracking product sales and carrying out competitor benchmarking.
Led by Andrew Hood
Module Seven - Paid Search Marketing, Usability and User Centric Approach to the Web
Split into two halves, the morning session guides you through the paid advertising networks, explaining effective strategies, positioning your creative and how to track your results. The afternoon looks at usability, highlighting its importance for online success, the key usability principles and the life-cycle from design, through user and task profiling to best practice testing methodology.
Led by Robin Richmond (am)
Tim Fidgeon (pm)
Module Eight - Review and Advice on Blog Development. More Techniques for Building Traffic
Delegates present a review of their project progress to date. Traffic driving strategies are reviewed with a look at monetisation and analysis of information gathered so far.
Led by John Weir
Module Nine - Publishing Monetisation Model - Challenging Convention in Publishing (am) and New Advances (pm)
During the morning, this session looks at the need to re-examine business models in the context of online and investigates the fundamental tenets of commercialising online publishing. The afternoon explores emerging trends for digital publishers, especially in terms of how content is created, managed and distributed with emphasis on the increasing granularity of information. Widgets, microformats and Metadata will all be tackled.
Led by Ian Jindal
