1. Digital Marketing Strategy
MSc in Digital Marketing
UCD Michael Smurfit Graduate Business School
By Anastasia Almiasheva, Eamonn Hurley, Grainne Flanagan, Marina Nitoumbi, Soyeon Shin

2. Table of Contents
Executive Summary 5 Channel & Promotion Strategy
1 Situation Analysis & Brand Audit 6 Content Strategy
2 Segmentation, Targeting, Positioning 7 Implementation Strategy
3 Objectives 8 Measurements
4 Offerings References
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3. Executive Summary
Introduction results for UCD Smurfit Business School. To increase awareness of
Digital Marketing importance for business, increase awareness of
As this is the first year of the part-time MSc in Digital Marketing the MSc course, position and differentiate UCD offering and
program in UCD Smurfit Business School, we intend to build and engage with potential and current students through use of the
raise the courses profile through the schools existing reputation. Website, Blog, Social Media, Online and Offline PR, Events and
The MSc offers potential students high quality digital marketing Career Fairs. To drive requests for information and maximize
knowledge, an internationally recognised accreditation, and application completion by making these mediums more user
internal networking opportunities combined with external friendly. To develop an MSc Alumni community (Group on
industry links (e.g. Google). Marketing online is now essential for Linkedin) to promote MSc and to keep in touch with Alumni to
business and both marketers and business owners need to learn assess MSc value overtime. Leveraging both inbound and
the tools and techniques in order to achieve business success. outbound marketing channels and promoting these channels too.
Aims and Objectives Goods and Services
The objective for UCD Smurfit Business School is to provide a The course offers both practical and theoretical aspects to digital
degree on completion that is recognised at European level, to marketing knowledge, unlike other courses which focus mainly on
build a valued reputation for the course and increase awareness the digital marketing communications element. Alliances include
both online and offline. As this is a new course, we intend to AACSB, EQUIS and AMBA giving UCD Smurfit Business School a
broaden our offerings and include a Full-time MSc program in the triple crown accreditation. The school is also ranked in the top
coming year 2013. The major goal is to drive revenue by 100 European Universities. Course partners include Google who
increasing the number of suitable individuals applying for the lecture and tutor in relevant modules.
course.
Market Research
Business Idea
It is estimated that Digital Marketing has become a €50 billion
Through intensive marketing research and comparison we global industry and is growing at a compound annual growth rate
propose the following in order to generate the highest capable of 20 percent. The target audience for the MSc in Digital
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4. Marketing is both males and females between the age of 30 - 40
with a 30K to 40K annual salary and a primary degree. These
results were generated through a survey based on our current
class along with further research outlined in our proposal.
Executive Team
Eamonn Hurley is the marketing and sales director of Vermillion
Design, a company that has been an industry leader for thirteen
years and has witnessed the change and impact of digital on the
design sector through its explosive growth. He has recognised the
importance to adapt with Digital. Grainne Flanagan is a Digital
Media graduate that has recently opened her own Video
Production Company recognising a key feature element in her
future being the importance of online video and video marketing.
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5. Situation Analysis Culture
UCD Smurfit’s reputation and culture is one of high achievement
Company from both lecturers and students. This will apply to the MSc and
though realising the need to at all times to keep the course
Product Line relevant and current it will adhere to the same recognised
UCD Smurfit offers post-graduate students an internationally standards and models of other degree offerings.
recognised MSc in Digital Marketing taught by leading academics Goals
and practitioners. Strategic partnerships have been built with UCD Smurfits’s goal is to build reputational value, to increase
company’s such as Google, Facebook and Linkedin creating an awareness of the course (online/offline) and to create a full time
industry relevant part-time course enhancing the knowledge and and online module. “Our goal is to provide a masters that will be
skill set of Digital Marketing. renowned at a European level at least.” - Dr. Laurent Muzellec
Image in the Market
This is the first year of UCD Smurfit’s MSc in Digital Marketing,
consequently the course will be trading on the school’s reputation Collaborators
(UCD Smurfit is the only Irish Business School to be ranked in the
European Business School rankings 2011). Given the growing Distributors
demand in Digital Marketing there are immense benefits from a The distributors for the MSc in Digital Marketing include UCD
school such as UCD Smurfit offering a degree in this area. Smurift, industry practitioners, industry partners and academic
staff.
Technology and Experience
Suppliers
Understanding that Digital Marketing is a €50 billion global
The suppliers for the MSc in Digital Marketing include UCD Smurfit,
industry, there is now demand for education in this area. With
lecturers, guest speakers (Greg Fry, Oisin Tobin),including also
such fluid technology a key component of the course will be the
industry professionals participating in the course and sharing
involvement of Digital Marketing practitioners
knowledge.

6. Alliances people from any discipline may apply.
Qualifications from: AACSB, EQUIS and AMBA.
Market Size and Growth
AACSB: The Association to Advance Collegiate Schools of Business Currently the online consumer spending is €3.7 billion and there’s
International is the USA-based body, which awards accreditation a projected increase to €5.7 billion by 2016. See Appendix
following a review of the quality of Degree programs delivered by
each Management School.
Customers
EQUIS: This is the quality improvement system administered by
the EFMD (European Foundation for Management Development) Benefits Customer is seeking
throughout Europe. EQUIS is awarded on the basis of quality The benefits for the student is high grade digital marketing
controls on the entire range of activities within an institution. knowledge, improvement in employment prospects (including in-
house promotions), higher educational status, relevant skill set to
AMBA: The Association of MBAs is a British-based organisation compete in the online marketing world and worldwide
which concentrates specifically on MBA programs and accredits accreditation.
those which reach its standards.
Decision Making Unit
John Herlihy, the CEO of Google, and Trevor Madigan, global sales Individual supported by their company:
director of Facebook are on the SBS’s advisory boards. Networking/Business connections from course, employee
knowledge (practical and theoretical) of up to date strategies and
Market Segments practices.
Market segments include international graduates (Many EU / Individual:
Global Internet Company Headquarters are based in Dublin), Irish Higher career position in the workplace, potential wage increase,
graduates, Industry professionals, business owners, employers geographical- Ireland is a host to many IT company headquarters
and all of the above mentioned with prior education, three years (We are placed second to the U.S.A.), UCD Smurfit graduates are
minimum of management/work experience, ability to pay fees, seen as industry leaders.
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7. Retail Channel
On the UCD Smurfit website after application has been approved. Quantity Purchased at a time
The customer/their company makes one payment for the MSc in
Consumer Information Sources Digital Marketing. Currently there are 40 students for part time
Consumers can obtain information on the UCD Smurfit Website course.
(Homepage Advertising - New MSc course in Digital Marketing),
Online web search (Google), guest speakers and lecturers (WOM) Trends
and media promotion: radio advertisement. Significant increase in online searches, and marketing time spent
on-line. Customer needs and preferences change over time,
Buying Process especially online.
Careful comparison (consumer likely to breakdown, analyze and
compare to other available courses/masters),
Competitors
Cost of course encourages the buyer to be careful €13,000.00
European fee and €15,600.00 Non-European (significant Actual or Potential
investment) Digital Marketing Institute, Dublin Business School, Dublin City
University. Given the increasing demand in digital marketing,
Exclusivity - persons must apply to attend the course, not every more courses are bound to appear. The choice difference will be
candidate is accepted/selected, perceived high ROI for graduate the quality of the course itself and it accreditation and recognition
with a UCD Smurfit qualification/accreditation. in the business world.
Frequency of Purchases Direct or Indirect
Seasonal purchase (September annually) once per consumer. Direct competition - Part-time masters offered from recognised
However targeting needs to continue throughout the year in third level Irish institutions (E.g. DCU and DMI)
order to attract consumer’s attention to the availability of the Indirect competition - Full-time and online masters course
course in the college.
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8. a triple crown accreditation (AACSB, EQUIS & AMBA) and they
rank as Number 1 Business School in Ireland), they also have a
reputation for selecting the brightest people.
Products
Competing: How you learn:
DIT offers Ms In Digital Marketing
- Part-time
- Full-time
Market Shares
- Online courses
Degrees at a masters level in Digital Marketing are new to the
Irish educational sector. Currently the DMI holds the majority
Competing: What you get at the end:
market share, due to their offering and positioning and time in the
- Diploma
market, securing perhaps 80 percent. Traditional marketing
- Post-graduate masters
courses with a digital content secure the next highest percentage.
- Post-graduate certification
UCD Smurfit (similar to DCU) having only recently created a
- Accreditation
masters, would be next.
Positioning
SWOT of Competitors
DMI is an established Institute in this field. It offers Professional
Strengths
Diploma in Digital Marketing, Postgraduate Diploma in Digital
UCD Smurfit - Triple Crown Accreditation, Global Recognition,
Marketing, MSc in Digital Marketing (Online). It has a FETAC
Google Partnership
recognition in Scotland.
DCU - Cheaper than UCD Smurfit, offer Graduate Certificate over
8 months, High University Accreditation
DCU offer MSc in Management (Digital Marketing) & Graduate
DMI - FETAC Accreditation in Scotland/Accredited in Ireland,
Certificate in Digital Marketing
Variety of Course Choice, Established Course, currently Industry
Leader, Cheaper Course Fees, Online Course Programme, Wide
DBS offer MSc in Marketing with Digital Media
variety of Information available on their courses (Good Blog,
Website & Social Media Pages)
UCD Smurfit offer a Part Time MSc in Digital Marketing. They have
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9. higher accreditation and taking their consumers.
Weaknesses Climate - Macro- Environmental Factors
UCD Smurfit - Doesn’t offer Full Time/Online Courses, Expensive,
New Course (Not established), Information isn’t vastly available Political and Regulatory Environment
on the course, no blog or social media platforms. Recognising the economic and strategic value of ICT in Ireland, the
DCU – new o area, still to build reputation. Government have published 2 significant reports stating their
DMI - Valid Certification if individual is Ireland based, Need to objectives.
build global recognition
The first, Report of the Next Generation Broadband Taskforce
Opportunity May 2012 deals with government policy in providing the
UCD Smurfit - To grow partnerships (already partnered with framework to allow for growth in ICT and digital. Economic, social
Google), To be industry leader, to offer full time courses, and legal benefits of such a policy are all put forward.
Eventually to offer online courses, to build up course knowledge
to consumers by expanding marketing to social media The second, A Review of the ICT Skills Demand in Ireland October
platforms/blogs. 2012 highlights the fact that 74,000 people are directly employed
DCU - To offer online course, to gain partnerships like competitors in ICT with 200,000 indirectly employed. The ICT industry is
DMI - To grow more partnerships, have the foundations to be currently seeking workers, and there are 4,500 vacancies. How to
Irelands number one Digital Marketing Course provider bridge the gap-essentially education and training.
Threats Fig.3 ICT Level 8 Projected Graduate Demand vs Projected Grad
UCD Smurfit - Not having enough online presence to survive as a Gap 2010- 2014 Page 14-use this
Digital Marketing Course provider,
DCU - Same as above
DMI - Other providers rising their online profiles and offering
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10. Government recognises the current limitations on ICT and states Business Cycle http://www.esri.ie/irish_economy/
its intention to support it. The reports are admirable-though how Inflation Rate 1.2% October 2012
much in fact can be achieved given the current severe economic
crises remains to be seen.
Economic Environment
Ireland is currently in recession, and has been since 2008. Please
see the graphs below:
Unemployment Rate: 14.8% October 2012
Source: http://www.tradingeconomics.com/ireland/inflation-cpi
Interest Rate 0.75% October
2012
Source:
http://www.tradingeconomics.com/ireland/unemployment-rate
Source: http://www.tradingeconomics.com/ireland/interest-rate
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11. Social/Cultural Environment UK levels, there is the prospect of creating 18,000 jobs.
UPC’s Report on Ireland’s Digital Future November 2012
(http://www.upc.ie/pdf/upcdigitalindex.pdf) shows growth in http://www.digitalmarketingschool.com/
online consumer spending, jobs and GDP to 2016.
Internet to contribute an additional €6 Billion to Irish economy by http://digitalmarketinginstitute.ie/
2016 – UPC Report Recession aside, Irish people are forward
looking ‘Digital Optimists’ 2.6 million Irish shoppers will spend http://www.dbs.ie/internet-marketing/online-marketing-digital-
€5.7 Billion online in 2016. strate
1. 8 out of 10 people use internet
2. users spend 2.6 hours on average on-line New knowledge that makes possible new ways of satisfying
needs; the impact of technology on the demand for existing
3. sharing and social networks most popular (Facebook etc) products
4. a third of people use the internet at home for work
5. 6 out of 10 workers expect to work from home to some
level by 2016
Technological Environment
If Ireland’s is the same as other developed countries, digital will
grow from 3% to 6% of GDP by 2016, representing an increase
from €5 to €11 billion. Also, if by raising the level of digitisation to
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12. Source: UPC Report, Ireland’s Digital Future, http://www.upc.ie/pdf/upcdigitalindex.pdf

13. Brand Audit
UCD Smurfit Business School is viewed as Ireland’s leading business UCD Smurfit is often the first port of call for media when seeking
school, with its qualifications (AACSB, EQUIS and AMBA) recognised direction on new business initiatives or directives, be it
internationally. It is the only Irish business school to make the governmental or corporate, as it has strong links with both built up
Financial Times Global Executive MBA ranking. This year (2012) it over the years. As such, it’s authority on such matters is well
ranked 88th in the world. At the forefront of Irish business regarded, given the proven standard of it lecturers and graduates.
leadership for two generations, the recently created MSc in Digital The MSc should take this ‘space’ in regard to Digital Marketing
Marketing is a new pillar to the UCD Smurfit structure. reportage in the media-a space very successfully identified and
occupied by the Direct Marketing Institute at present.
How best then do we leverage the School’s authority and position
to the benefit of the MSc in Digital Marketing? The MSc should be seen within a relatively short space of time to
be, in the words of course director Dr Laurent Muzellac, “a master’s
The Smurfit Business School has placed itself within Ireland as the
that will be renowned at a European level at least”.
premier postgraduate institute. It states that it is a progressive
organisation, embracing diversity and innovation. They believe that As a new course, the MSc should leverage the connections and
their success is down to an unwavering commitment to excellence, contacts of the scholl. It’s impressive reputational background
attracting high achievers in postgraduate studies and research from should be used at every opportunity. An emphasis should be placed
Ireland and abroad. It trains and talks to industry leaders, Decision on relevancy and value, especially so considering the ‘newness’ of
Makers and Entrepreneurs. These are the people who wish to be the field, and the course offering. We will be speaking to people
informed of the challenges, direction and development of digital (prospective students and companies) who realise the potential of
and it impact on business. Consequently, there would be a natural Digital Marketing, that is both vital and valuable, but need to learn
expectation that a graduate from the MSc in Digital Marketing and understand how to apply it. UCD Smurfit is trusted-it behoves
would be seen a senior player in management and decision making the MSc to deliver to the standard required.
at the highest level in any company with a digital strategy.
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14. Our tone of voice should be direct, authoritative and Dublin City University offers a one year MSc in Mangement (Digital
knowledgeable. Though this is the first year of the course, there are Marketing). DCU promises a “management resource pool for the
few such programmes here in Ireland or abroad. There will be no next generation marketing companies already operating in Ireland
graduates until 2014. Consequently, the best way to speak to our (eg Facebook, Google, LinkedIn etc) as well as the evolving
‘audience’ would be through our lecturers with perhaps a student requirements of the incumbent marketing industry. Graduates from
blog. UCD Smurfit is seen as an industry expert, leader and this programme will have highly developed competencies in
innovator. Our lecturers are-use them to promote the Digital communicating and marketing using social media, on-line media
Marketing brand. It should follow that graduates from the course and other digital and mobile technologies.” DCU appear to be
will be experts, leaders and innovators too. positioning themselves as providers of management for the
growing requirements in the digital marketing field.
The very ‘newness’ of the course and it’s position within UCD
The Competition Smurfit might be a point of difficulty. There are no Certificate or
Diploma courses available.. It follows then that there will be no
Both the Digital Marketing Institute and Dublin City University
graduates out there in the field. Also, UCD Smurfit’s position as a
offer masters level courses in Digital Marketing.
leader in traditional business, may go against it. The competition
The Digital Marketing Institute offers a two year part time Masters (Direct Marketing Institute and Dublin City University) might seek
in Digital Marketing. On its website, the DMI states its intention as to position themselves as more relevant to the industry, to some
helping marketers improve their business through digital extent being radical-new, fluid and unencumbered by ‘old’ business
marketing. The functions of digital marketing are explained and at models. Once again this is a place that the DMI have chosen to put
every stage the skills of its lecturers are graduates are promoted. themselves, dismissive of how Ireland has traditionally done
We are told that graduates will be in the top 5% of global marketers business and education-formulaic outdated and irrelevant to the
and employment prospects high. They don’t position themselves as 21st century and the new digital world. Being new, young and hip is
producing leaders in the field, but rather highly skilled employees. very much how they see and sell their organisation. UCD Smurfit of
Qualifications awarded are Fetac and European Qualifications course, is in no position to do this. Rather it should be a strategic
Framework. partner, a future pillar of the Digital Industry (in Ireland and
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15. globally) and a trustworthy and professional source of information.
If we can use our undoubted strengths-the UCD Smurfit brand, the
ability and reputation of our lecturers and the quality of our
students, we can create an environment where the MSc is seen as
best in class.
UCD Smurfit has for two generations provided business leaders to
industry. With an international reputation, it should seek to build a
partnership with government (through the relevant departments)
in an advisory capacity re ICT/Digital. With the whole area relatively
new, and the school’s links with industry and high academic
standards, who better to work on future frameworks and
requirements with government agencies and institutions.
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16. Segmentation
Globally, there is an increasing demand for digital marketing year-long work visa upon graduation as currently offered by
degrees/graduates due to the shift in recent years in the Trinity College Dublin.
marketing strategies of major companies moving from traditional
media towards online. It is estimated that digital marketing has Demographic
become a €50 billion global industry and is growing at a Age 30-40 years old
compound annual growth rate of 20 per cent. Therefore it is
estimated that demand for this course will only be growing. Let’s Sex Both females and males
look into different segmentation for this course:
Education People with primary degree and/or
higher
Geographic
Work experience 3-5 years, and people newly graduated
1) People working and living in Ireland - both international people
who work in Ireland and Irish citizens. We are looking to attract Industry of work Sales, marketing, IT company/online
workers from Blue Chip Irish companies, business owners, and specialist, business owners
graduates. Salary 30k-40k a year
2) International people - who are looking to work and live in Social Media Medium level. Majority of people had
Ireland. We are looking to attract people from EU countries and knowledge interactions business/personal at social
from Asia (e.g. Saudi Arabia, China, Russia, others1). Additionally, level and want to bring it to a higher
MSc in digital marketing can become part of the ‘UCD Smurfit standard.
School – Irish Aid IDEAS Scholarship Programme’ and of issuing a
Level of engagement High
with Internet
1
http://www.inis.gov.ie/en/INIS/Pages/Statistics%20on%20Visas%20for%20Non-
EEA%20Students
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17. Targeting
Marketing/Business/Sales Professionals in Ireland Marketing/Business Graduates Abroad
People who are interested in digital marketing due to their Professionals or graduates who are looking to receive a
career development or people who are looking to change recognized international degree, live and study abroad,
T1 T4
career to the digital industry. Their main objective is to get improve their English, and eventually use the knowledge
the practical knowledge required to get a job in Ireland and gained from the course to find a good job.
abroad, and receive a recognized degree.
Marketing/Business Graduates in Ireland Marketing Professionals & SMB Owners Abroad
These are our potential targets as around 50% 2 want to This last group is targeted once the Online program is
continue education further either after when they finish their provided. For them it is important that everything is online,
T2 T5
primary degree or later in their life. Their main objective is to very interactive, taking less time and less money but bringing
get the practical knowledge required to get job in Ireland and very good value.
abroad, and receive a recognized degree.
SMB Owners in Ireland
They wish to understand digital marketing and bring their
T3 businesses online. Their main objective is to receive practical
knowledge that will help to improve their business and
receive a recognized international degree.
2
http://census.cso.ie/Census/TableViewer/tableView.aspx?ReportId=76932

18. Positioning
With Ireland positioning itself as Europe’s Silicon Valley 3 World class MSc in digital marketing
attracting more and more leading IT companies to set up their
- Provides international and the best quality class with the industry’s
offices/HQ in Ireland, the requirement for people qualified as
renowned faculty and outstanding students
Digital Marketers can only increase. According to the research of - The only business school in Ireland to hold the ‘triple crown’ of
the Digital Hub in Ireland, in spite of the recession – the digital accreditation
media sector has a very positive outlook, with companies
predicting economic growth and employment this year of 44 per Professional and Practical
cent and 43 per cent respectively4. Such companies as Google, - Partnership with leading internet and technology companies like Google.
Yahoo, Yelp, Facebook and others who have their HQ in Dublin - Having guest speakers who are experts in their fields
operate in digital industry employing the brightest people Customized and Convenient
preferably with relevant experience, and a UCD Smurfit master’s
degree in digital marketing can provide those people. - Courses run in full time, part time and online to suit all professionals
- Students can customize their course by choosing modules from selection
However, from the other hand we can see from situational of digital marketing, marketing and business ones to fit their individual
analysis that there are a lot of competition in Ireland and needs and level
internationally. Some of the top ranking universities offer Positioning Statement
diploma/courses in digital marketing, in Dublin alone there are 4 “For marketing professionals and students who are ready for professional
competing universities that offer Ms in digital marketing, and on growth, the MSc in Digital Marketing at UCD Smurfit School provides a
top of that there are lots of online course that can be accessible world class program with strategic, analytical and practical elements of
around the world. digital marketing creating successful marketing leaders.”
3
http://www.irishcentral.com/news/US-companies-create-major-boost-for-Ireland---Facebook-and-Google-add-space-to-Dublin-HQs-139991093.html
4
http://www.combinedmedia.ie/blog/digital-marketing-sector-grows-rapidly-2011
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19. Objectives
UCD Smurfit set up the MSc Digital Marketing in order to leverage Target market International Domestic
the arising opportunity that Digital Marketing is bringing to the segment
Students Students, Marketers,
Marketing sector. Marketing online is essential for business
Business Owners
nowadays and both marketers and business owners need to
command these techniques to drive their company or business Strategic Increase Awareness of UCD MSc Digital Marketing
success. Objective 1 offering
The major goal of the digital marketing strategy is to drive
Measurement Number of requests for information
revenue by increasing the number of suitable individuals applying
for the course across the market segments. In order to achieve Strategic Convince target audience that the MSc Digital
this, the digital marketing plan should meet the following strategic Objective 2 Marketing is the most suited to their needs
objectives; increase awareness, and generate the maximum
Measurement Number of registrations
number of registrations across the market segments and for each
offering.
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20. The main operational objective is to accept the optimum number of applicants based on the market size and resources to deliver the
programme;
Offering Target Segment Operational Objectives: Number of Students admissions
Short-Term Medium-Term Long-Term
1 to 2 years 5 years 10 years
Part-Time Marketers 30 40 xx
Business Owners 7 10 xx
Full-Time Students - Domestic 30 45 xx
Students - International 10 15 xx
Online Students Depending on demand and system capacity
Domestic & International
Marketers
Domestic & International
Business Owners
Domestic & International
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21. The positioning of the MSc as a best-in-class international
programme implies that the selection process focuses on high-
quality admissions. This would lead to top students being
accepted and small promotions which would participate in
X % of requests for
enabling the delivery of a first-class education.
information leading to
In order to deliver on the operational objectives above, the digital
application start
marketing plan should drive the required number of applicants
X % of application
through a funnel as per below.
leading to
application finish

22. Offering 3) Organising participation in different professional
conferences/meetings
The main differentiating factor (value proposition) of this
4) Delivering practical knowledge on ‘how to’ and/or ‘why’
particular programme is a combination of solid academic and up-
to-date industry knowledge, extensive professional network, and 5) Will consist on numerous assignments/projects group and
a recognised degree. It offers expertise which is based on UCD individual
Smurfit’s international accreditation and practical knowledge of
industry received from case studies, projects, discussions, 6) Cooperation with key IT Companies in Ireland (like Google,
speakers, and lectures. At the end of this course, students would Facebook, etc.)
be able to find not only a job but a better job on a domestic or
international level.
In order to properly appeal to our target audience few changes Full time programme
need to be made to the offering. Overall, three types of
This offering is mainly to target international and domestic
programme will be offered to students:
students who live and work in Ireland and/or come from abroad,
Part time evening programme and people who are looking for improved employment prospects.
This offering is to target domestic and international professionals Key points:
who are based in Ireland, business owners, and international
1) 1 year - allows flexibility in combining traditional marketing
students who moved in to Ireland for work.
knowledge with digital marketing
Key points: 2) Concentrated around receiving practical knowledge
1) 2 years - with greater choice of subject options that are run in 3) Possibility of offering internship programs and/or guest
the evenings speaking from the top Irish/international companies
2) Engaging guest speakers who are leaders in the industry
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23. Online programme 1) Providing more course choices
This offering is mainly to target professionals, SMB, and graduates This MSc is offered to working professionals, whose backgrounds
worldwide who want to receive a world class recognized diploma may be in different fields/discilplines. Therefore, course choices
from home, allowing for more flexibility (financial and time-wise.) should be able to accommodate courses from different aspects of
marketing. In addition, it is absolutely essential that for part time
Key points: students more course options would be offered during evening
1) Online video course + presentations/readings with possibility to time.
comment and receive answers from teacher and/or other 2) Flexibility for extra elective modules
students in the programme.
UCD should accommodate student’s specialization in one or
2) Live web conferences-web streaming of the key lectures with another area of Marketing/DM to ensure higher ROI for students
possibility for students to engage into conversation, ask questions, and easier job search. In order to facilitate this UCD should offer
etc. possibility of extra courses that can be taken for extra charge on
3) Individual assignments/case studies top of minimum required courses.
3) Partnership of UCD with other extra programs such as Google,
4) Group projects (2-3) people that will be all conducted online
Hubspot, etc.
5) Access to the library and study material online
This will ensure that course receives needed level of
6) Once per semester participants live meetings (either for exams recognition/accreditation. Additionally, inviting leaders from
and/or for social networking) different DM related companies will ensure that most important
practical knowledge is shared with students. This is not limited to
Our times are marked by the increasing prevalence of one-fits-one
introducing short semesters/courses with top international
over the one-fits-all approach. The offering proposal aims at
industry leaders.
meeting contemporary standards as well as the students’ high
expectations from the programme. This requires some 4) Constant feedback
adjustments to be made to the current offering:
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24. Channel & Promotion Strategy
Our channel and promotion strategy must be contemporary and allow us to increase awareness, reach our target audience, convince
potential students to apply and provide a seamless customer experience.
The table below details the strategy objectives and the channels we propose to leverage in order to succeed;
Objectives Channels
Increase awareness of Digital Marketing Importance
for Businesses  Website
 Blog
Increase awareness about the MSc  Social Media
 Online and Offline PR
Position and differentiate UCD Smurfit offering  Events
 Career Fairs
Engage with potential and current students
 website with user-friendly features and contemporary look & feel
Drive requests for information  communities on social media to foster conversations with students and
teachers
 website with user-friendly features and contemporary look & feel
Maximise application completion
 mailing list built-in thanks to enquiries and send follow-up emails
Develop a MSc Alumni community to promote MSc
and keep in touch with Alumni to assess MSc value  Group on LinkedIn
overtime
As outlined above we recommend leveraging both inbound and outbound marketing channels. The table below explains the reasons behind
these choices and how we will promote these channels;
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25. Inbound Marketing Channels
Channel Reasons behind choice Target Value Proposition Promotion
Website Nowadays it is essential to have All target The website offers prospective Search Engine Optimisation
a presence online to help segments students a seamless and user- Search Engine Marketing
consumers who are looking for friendly platform to make a well- Blog
one’s products and services informed decision to take up the Social Media
course, apply for the MSc and pay Online advertising (Google
fees. AdWords, LinkedIn Ads)
Online and offline PR
Blog “Blogging is a powerful way to All target We offer marketing professionals, Website
drive the right people to your segments students & business owners a Search Engine Optimisation
business online.”5 unique platform to access Social Media
strategic insights into DM and Online PR
Plus, companies that blog upcoming trends. Directories such as
usually have “55% more networkedblogs Content
visitors, 97% more inbound Foreign students will also be discovery sites like StumbleUpon
links and 434% more indexed provided with insights into life in Bookmarking sites such as
pages”.6 UCD. Delicious
Our blog content will allow us
to efficiently demonstrate the
expertise offered / acquired,
reinforce our positioning and
differentiate ourselves from the
competitors.
5
The Essential Guide To Internet Marketing”, HubSpot
6
http://blog.hubspot.com/blog/tabid/6307/bid/5014/Study-Shows-Business-Blogging-Leads-to-55-More-Website-Visitors.aspx
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26. In addition, this will provide a
platform to share additional
information about the MSc and
the life in UCD.
LinkedIn LinkedIn has become an Marketing We provide a unique platform for Website
Group unconditional hub for (Digital marketing professionals and Search Engine Optimisation
UCD Digital professionals. We believe that marketing) business owners to access LinkedIn
Marketing it is essential to be present on professionals compelling and strategic insights Blog
Professionals this platform in order to attract and business into digital marketing. LinkedIn direct mailing
marketing professionals, owners marketers in Ireland/Worldwide
business owners and In addition, this group will be a to invite people to the group
increasingly students. UCD MSc meeting point to discuss digital
This will allow us to increase Digital marketing strategy, share opinions
awareness, drive engagement Marketing and ask questions to the
and promote various contents Alumni programme teachers.
such as blog posts or thought
leadership. UCD graduates
Facebook Increasingly Facebook users Marketing / We provide a unique hub where Website
Page connect with brands that they Business students interested in marketing Blog
like and wish to follow or Students can get more insights into the Facebook Ads Sponsored Stories
engage with. sector (trends, careers) and where to to increase awareness via
Beside the fact that the Digital (Prospective prospective students can get/ask friends’ network.
Marketing Institute has and current) for course related info and
established a presence on the communicate with the current
social network, we believe that students
setting a page would allow to
capture students across our
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27. geographic market and, as /
before, they are to choose a
MSc programme.
This would enable us to attract
prospective students, promote
the blog content and influence
students’ decision-making.
Google+ Page Improve ranking in search We can target We offer professionals and Website
results, increase awareness, separately students with an interest in digital Blog
engagement, promote blog, market marketing interests additional
possibility to use guest speaker. professionals knowledge and course info, as
Google+ has more followers and students well as insights into the course
than Facebook. ‘Sparks’ feature itself (i.e. lecturers, events, other)
that allows users to choose
Google+ pages based on their
interests thereby increasing the
reach.
YouTube As the 2nd biggest search All target We invite prospective students to Website
engine and as consumers are segments learn more about the programme Search Engine Optimisation
getting accustomed to teachers, the benefits of the LinkedIn
searching companies and programme by accessing alumni Blog
products via the site, YouTube testimonials.
is also the site where to be.
We share our access to Digital
In addition, we recommend Marketing Experts via video
developing a number of videos interviews on specific related
including teachers / alumni topics.
/guest speakers videos, and a
YouTube channel would the Interview with lecturers
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28. ideal place to publish those.
Twitter To be in line with our Marketing/Bus VP: streamline of industry news, Website
positioning statement and iness Students short ‘take aways’ from classes, Blog
become world class master (Prospective teacher’s comments Hashtag
degree - Twitter is ideal tool to and current)
create buzz and build brand
awareness. To be able to
interact with students
worldwide and frame credibility
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29. Outbound Marketing Channels
Channel Reasons behind choice Value Proposition Promotion
Seminars/Meetings To raise brand awareness and engage Ensure presence where potential students This can be used both to ensure
directly with target audience are. 1) Marketing seminars in Ireland to up-to-date lecturers knowledge
engage with marketers and target them of the industry and to promote
with Ms in digital marketing to improve the course. Information about
their knowledge. 2) Irish education fairs to seminars interactions will be
target people for full time programme posted on UCD social media
3) Online seminars to promote online platforms with reviews and
programme recommendations
PR/Printed Media UCD Smurfit needs it PR company to Lecturers from the course should really be
actively push the MSc in Digital seen as authoritative commentators on
Marketing in to Radio, participating in ICT/Digital and any developments
TV programmes, and Printed Media. activities in the sector. More media
These ‘traditional’areas should be presence by the course commenting on
exploited to raise the courses profile Government policy, the opening of new
to a wider audience outside those ICT companies, future of ICT on business,
interested in Digital. Why? To allow growth, employment etc.
the UCD Smurfit to occupy the Given the relationship between Irish
position as an educational leader in industry and the UCD Smurfit, the school’s
this area of business as it is voice will be welcomed.
recognised in so many others. The Further promotion at high profile
DMI are proving expert in this seminars and conferences also.
approach. They have featured in the High profile guest lecturers can be invited
the Irish Times, The Sunday Business by the school to speak and invitations
Post, Newstalk radio and RTE 1. They given at CEO level-all to position the
have adopted the position of Ireland’s course as one of the most connected and
digital educators. innovative MSc’s delivered (globally).
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30. White papers, and any success by current
students stemming from course
participation should be highlighted.
Google AdWords Professionals/Students who plan to take a
course in digital marketing
LinkedIn Ads The people who use LI are receptive Professionals/Students with digital Objective: Increase quality of
to information about professional marketing interest, who care about their inbound leads, boost conversion
growth, which make them the perfect careers rates for student enrolment
fit for the education development
market. With LI Ads, we can get our
message and brand in front of the
right people even before they start
looking for a professional
development program.
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31. Content Strategy
Inbound Marketing Channels
Content will be mainly created on the website and the blog. Since Therefore, the dedicated web pages structure should reflect the
each channel has different audience and requires a unique flexibility offered and feature an Overview Page with the different
approach in order to grab the specific audience’s mindset, we will options i.e. full-time, part-time and online and an “A la Carte”
strategically distribute content from the website and the blog into modules page listing all the modules and including a link to each
its best fit channels. detailed module page. In order to help potential applicants
understand the value of this programme and attract foreign
students, a page should be included with programme / teacher
Details of content to be created or added to the website and the introductions and alumni videos.
blog are outlined in a table below.
The Website
We also propose to simplify the structure of the pages which
At present there is a web page that hosts diverse contact tabs currently display redundant options leading to different pages. It
including Overview, Features, Curriculum, Careers and Admissions. appears that there are too many links altogether which can be
On the curriculum page, clicking on the details of the module somewhat confusing, notably compared to the sites of other
triggers the display of a pop-up window which seems not to be players in the market.
indexed by Google.
Mainly, the site is one of the sales argument for the MSc and as
Going forward, we would recommend designing pages that can be such should reflect the institution’s expertise.
trawled and indexed by search engines for all content. As outlined
Likewise, the site must be optimised for mobile devices. There are
in our Offering section, we have stressed that to meet the needs
now more mobile devices shipped than PCs and an increasing
of our target segments, the curriculum should be tailorable.
number of individuals use their smartphones or tablets to search
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32. online and purchase. It is essential for businesses to develop a The call-to-actions should be clear and functionalities user-
mobile-friendly site or a mobile site in order to remain friendly i.e. request more information, registration process and
competitive in today’s marketplace. The UCD mobile site should payment.
not simply replicate the desktop site but must embrace the
It can be assumed that the programme brochure will be
devices’ specificities to deliver the best customer experience and
requested by potentially successful applicants. Therefore, we
reinforce the MSc positioning.
suggest developing a feature that would enable to collect these
Below are screenshot of the Digital Marketing Institute and UCD applicants’ email addresses in order to follow-up on their site visit
Michael Smurfit Business School MSc Digital Marketing “home” in a personalised manner. A brochure could be downloaded after
web pages. filling a form and entering contact details and email address.
Blog
Contents from the blog are then divided into two groups based on
their characteristics and likely key audiences. The first group
targets prospective students and aims to promote the course
itself with insight into student life, lecture, lecturers’ profile and
so on. Therefore, we believe that it best fits into more casual
channels such as Facebook and Twitter. The second group
contents aim to provide professional and in-depth insights and
In order to streamline modules organisations, manage applicants’ information regarding digital marketing. Hence, they will be
expectations and control teaching resources costs, we suggest distributed to professional channels, LinkedIn Group. Since
enabling a curriculum builder. This tool would make it possible for Google+ seems to be both professional and casual depending on
students to plan their studies based on preferences and modules each audience and their use of it, we will distribute both groups
availability. This will allow students to apply and enrol in the contents to it.
programme with confidence.
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33. Education & Life @UCD
 About us: Brief description of the course, purpose of the blog, UCD Strategic Digital Marketing Hub
Lecturers’ profile and interview videos, and Teaser lecture
- Blogs posts: Topics covering Digital marketing trend, Digital
video/PPT
marketing Strategy, Digital marketing tools
 Student Life: Students’ essay on general experiences in the
- Infographic: Same as above
school. Students’ interview videos
- Videos: Interview of guest speakers, partnership companies’
 News & Events
presenters and industry leaders in digital marketing
- Newsletter of the blog focusing on the above contents in group 2.
In addition, there will be specific types of content published on each social media platform as well as the mentioned blog contents above.
Please see the table below.
Social Media Unique Contents
Platform
Google+ Overall posts should be formal. Use visual images, videos. Allows more close cooperation between lecturers and students.
Post shortcuts to the blogplosts, allow for students/followers to post interesting/engaging content, create calendar for
events. Provide QA sessions and expertise live sessions via hangouts with lecturers, students, and/or guest speakers. Provide
information about top lecturers of the course add them to the circles. Main feature is that Google+ provides possibility to
post different content to different people by adding them in different circles. Use advanced Google+ notification feature.
Create industry/MS related memegens. Usage of applications to generate +1s and social interaction (i.e. Google + Super
Circles +1 Exchange)
LinkedIn An important ambition of the group is to differentiate the programme from other offerings. Thus we propose to share some
Group high level insights and drive high-level conversations on strategic trends. Post brain teasers to generate discussions (i.e. “Do
you think that the Skyfall video ad was a success?”, etc.) Additionally, post any information about career openings and career
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34. opportunities for students.
Facebook In order to engage students in a dynamic and fun manner, we suggest posting; Questions on marketing related video being
Page simply whether the audience like it or what type of marketing techniques is used. The content should be 50% text, 50% rich
media (pictures, infographics, and videos) to keep the audience engaged.
We suggest leveraging Facebook Applications to personalise, customise the interface and deliver a professional experience.
(i.e. Facebook social news app https://apps.facebook.com/mashablefb/)
Twitter Overall posts should not be semi-formal. Post short links for the blog posts of MSc digital marketing blog, announce guest
speakers and topic they covered with direct link to their posts, talk about case studies/Facebook marketing questions and
look for people’s feedback. Tweet about students’ life (i.e. parties, exams, presentations, meetings). Follow top marketers +
lecturers on twitter and retweet or comment on their remarks. Provide updates to the main digital industry news. Announce
career fairs, marketing events for all alumni to come and participate. Look for market influencers in Twitter and get their
attention, focus on engaging with target audience. Talk about any offline presence (government advisors), combined
programmes with Google, LinkedIn, etc. Engage new visitors/followers by posting on the news/marketing events worldwide
Outbound Offline Marketing Channels
Channel Contents
Careers Fair/Course Ensure that MSc in digital marketing is present in all major fairs to spread brand awareness, provide information
Fair about lecturers, course content, etc. Distribute printed copy of the UCD Smurfit course brochure with direct links to
blog and website.
Seminars/Meetings 1/ Participation in top marketing seminars, meeting with presentation or even just being there would positively
influence brand image as professional and export in the industry. For some of the seminars lecturers have to
prepare and present talks in areas of their expertise.
2/ Ensure presence on ‘get Irish business online’, FAS start business programme and like
PR/Printed Media 1/ Ads in such magazines as Irish Times, Sunday Times, etc. to increase brand awareness among professionals
2/ Provide interviews with MSc coordinators, comments on major digital industry events, and talks about strategy
for start-ups.
3/ Be seen as valuable advisory to the government, Irish start-ups, companies.
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35. Implementation Strategy
Blog www.ucdsmurfitdigitalmarketing.wordpress.com
USERNAME: ucdsmurfitdigitalmarketing /PASSWORD: UCD2013
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36. Content publishing
Menu Who How often
About us Laurent N/A
(Students)
1/ Full time: As part of individual assignments, each student should submit 1 post per semester, which will
Digital Faculty make about 3 posts a week taking the number of students in our objective into consideration. In the
Marketing Students beginning of the semester, roster is scheduled with order of posters and subjects. Before publishing, a
Trends Guest writers post will be reviewed by Laurent
2/ Part time: As part of group assignment, interview guest speakers/partner company presenters/industry
leaders. (this can be integrated with the case study)
Digital Faculty
(Guest speakers) Prior to the seminar, they are asked to write a post related to the subject of the seminar
Marketing Students
and this post will be published on the blog right after the seminar.
Strategy Guest writers
Digital Faculty
Marketing Students Once a week
Tools Guest writers
Full time students ‘group assignment under the supervision of professors. This could be done in
Faculty and
integration with MSc in Marketing Practice.
Case Studies full time
Reflection on digital marketing strategic points, integrated communication, etc. This could consist in a
students
brief summary and an elaborate answer crossing with own knowledge and resources.
1/ Once a year for interviews with students, career prospects, etc.
Faculty and
Student Life 2/ When applicable about Alumni upcoming events, students social life, life on campus, etc.
Students
3/ Once a year information about lecturers background, their expertise, etc.
News & Faculty and 1/ News and upcoming events in digital marketing industry (Faculty and students)
Events Students 2/ News and events in the school (Faculty)
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37. Social Media Platforms
Social Media
Who How often
Platform
Google+ Idea 1/ A voluntary group of editors/administrators will be formed When relevant new contents are published on
Idea 2/ Students divided in small groups take responsibility in turn on a the blog or the website.
weekly basis.
Lecturers/guest speakers - organizing QA live session
LinkedIn Group 1/ Partially content will be taken from the blog (part that talks about Posts from the blog will be updated regularly
UCD Strategic Digital Marketing Hub)
2/ Faculty will need to update bring updates about career Brain teasers and career updates will be posted
news/possibilities by lecturers once in month
3/ Faculty will be responsible for putting brain teasers
Facebook Page 1/ Partially content will be taken from the blog (part that talks about Around 3 times a week
Education & Life @UCD)
2/ Either appointed staff member from UCD Smurfit or student
volunteer
Twitter Digital marketing and marketing lectures, students, guest speakers, Everyday
twitter responsible person
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38. Search Engine Optimisation & Online Advertising
According to a recent study by ClearSaleing, “Paid search drives an Based on our value proposition and positioning strategy we
8.8% order lift [...], while natural search had a 10.91% lift”. This believe that 5 main keywords for SEO would be:
shows the importance of investing resources in both Search
Masters in Marketing
Engine Optimisation (SEO) and Search Engine Marketing (SEM).
MSc in Digital Marketing
SEO covers the techniques that enable you to impact a page or
website ranking in the search engines organic results while SEM Digital marketing courses
refers to paid advertising on search engines.
Masters marketing europe
Considering that Google possesses 85% of search engine market
share, we propose to focus our efforts on this major player. Masters digital marketing Europe
Search Engine Optimisation (SEO)
 Keyword Research & Analysis Based on competitors’ site and using the Google Keyword Tool
to identify keywords that are used and the trends, we
All the keywords that relates to Digital Marketing and relevant recommend that the keywords list include:
education programme terms should be included in the website
and into website pages meta descriptions, wherever possible and Digital marketing courses
relevant. Masters digital marketing
Masters in Digital Marketing
Part-time Masters digital marketing
Online Masters digital marketing
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39. Distance Masters digital marketing E-commerce
MSc digital marketing M-commerce
Postgraduate courses e-CRM systems
Postgraduate degree Data analytics
Careers in digital marketing Digital marketing strategy
Online marketing What is digital marketing strategy
Online advertising ‘How to’
Digital advertising
Social media marketing  On-Page Optimisation
Master degree in On-page optimisation refers to “how well the website’s content is
presented to search engines”7. It includes Title, Meta Description,
Keywords, H1, Content Density, Position, Internal Links and Stop
Additional Keywords on top of already mentioned will be used Words 8 . The person in charge of the website building and
for blog: management should liaise with the programme or marketing
team to ensure this is optimised.
Social networking sites
Websites
Blogs
7
“The essential guide to internet marketing”, HubSpot
Video sharing sites 8
Search Engine Optimisation, How to Manage your Rankings in Search Engines, Eamonn
O'Raghallaigh 2012
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40.  Side-Page Optimisation There are a number of techniques to create and generate inbound
links. They can be used for both the website and the blog and
Side-page optimisation refers to the network layer and includes;
offers different degrees of scalability and quality.
the server location, content submission to search engines,
redirects and site loading time. Again, this must be optimised by Directory submission, preferably industry specific for the
both the person in charge of the website performance and the IT relevance;
Team.
Suggestions; www.courses.ie, www.qualifax.ie,
www.findacourse.ie, www.postgradireland.com,
www.mastersportal.eu, www.goabroad.com/degree-
 Off-Page Optimisation abroad/search/masters-degree/degree-abroad-1,
Off-page optimisation refers “to your site’s overall “authority” on www.diversityabroad.com/graduate-school-programs,
the web, which is determined by what other websites say about www.studybusinessmasters.com, www.studyabroad.com,
your site”9. It includes, inbound links, SEO press releases and blog www.masterstudies.com
posts, articles which focus on the website keywords as relevant, Content creation; when great content is created, people are more
social media accounts description10. likely to share it and link back to it.
In-content marketing; this consists in inserting links to own
 Inbound links11 content at the top of articles via an anchor text of relevant
keywords.
Shareable content; by making it easy to share content via good
quality widgets such as Share on Facebook, LinkedIn, etc.
9
“The essential guide to internet marketing”, HubSpot Social engagement; by being present on all relevant sites
10
Search Engine Optimisation, How to Manage your Rankings in Search Engines,
Eamonn O'Raghallaigh 2012
11
“Link Building” – Evan Fischkin of Slingshot SEO Delivered April 16th 2012,
http://techspectations.org/webinars/webinars-archive-2012/
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41. Link reclamation; which consists in redirecting any website page However, the volume of leads that can be generated through
that shows errors to relevant new pages using the Google keyword search engine advertising is limited to the number of
Webmaster tool for instance people actively searching. Therefore, as well as running ads in
Google, we suggest advertise the course in LinkedIn. The people
Comment marketing; this techniques must be used with caution;
who use LinkedIn are professionals who care about their careers
the comments should always be relevant so as to not look
and are ready for growth. We can proactively reach the right
spammy, and ideally complement the content on a given page
audience early in their decision-making process and precisely
Manual link submissions to relevant sites target them by industry, job function, location and group.
Competitive link research and acquisitions; to be visible on the
sites where our competitors are. Various SEO tools that can be
We propose to leverage Google AdWords and LinkedIn Ads in this
used such as Seomoz tools
digital marketing plan in order to drive the maximum of
prospective applicants to the MSc Digital Marketing “homepage”.
Online Advertising To start with, it is critical to set clear goals. In the context of our
digital marketing strategy, our campaign objectives are
Firstly, paid advertising on Google refers essentially to Google
AdWords. The benefits of using Google AdWords are that it offers 1. To generate registration (purchase) (Conversation 1)
precise targeting and measurability and are based on relevance. 2. To generate requests for information (Conversation 2)
Google AdWords campaigns maximise the reach by targeting
Google Search and the Display Network, the relevance as ads are 3. To increase awareness by driving traffic to the web pages
targeted based on specific keywords, site topics or interests and (Unique Visitors)
return on investment thanks to the extensive data provided
overtime which allow to monitor and optimise campaigns based
Due to the seasonality of the business, much more aggressive
on conversions generation notably.
budgeting and bids strategy will be conducted on the period from
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42. January until June when students are most active and looking for
study opportunities.
Google Adwords Set-up
Our objectives encompass direct response and brand awareness,
thus our campaigns will leverage both the Google Search and
Display Network (GDN). In addition, we will be targeting several
geographies as per our targeting strategy and promote our
different offerings. Furthermore, campaigns success and value are
mostly dependent on the “Quality Score” (QS) which impacts both
the Ad Rank and the Cost per Click (CPM). QS refers to the
relevance of the keywords vs. Ad vs. Landing Page. QS also
evolves depending on Click-through-rate (CTR) and history hence
the importance to get it right from the start in order not to
accumulate a negative legacy.
In order to maximise our QS, we propose the below high level
structure;
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43. The campaign would include remarketing to target those to view the details of these campaigns, log in Google Adwords
individuals who would have visited the website but wouldn’t have using;
completed their application. Also, we recommend leveraging
Username: digital.marketing.project.ucd@gmail.com
extensions in the future so that when the ads appear at the top,
additional links can be displayed such as links E-CRM Module or Password: Su1*c5c$e*s
About UCD Smurfit Business School.
shows those over underperforming versions. Therefore, we have
created 3 variations for each campaign as below.
LinkedIn Ads Set up
Bid price is chosen based on LinkedIn’s suggested bid range for
In addition to the advantage of using LinkedIn’s precise targeting
each campaign and daily budget is decided considering the
options, we can also select the optimized strategy in the ads
number of clicks or impressions we feel that it’s reasonable to
dashboard once various ads in our campaigns start to run.
receive in order to effectively achieve our campaign targets.
LinkedIn automatically selects the best performing versions and
Daily budget/Bid
Campaigns Targeting Ad copy variations
price
Marketing/sales CPC Bid: €2.50
professionals in (2.01-2.45)
Ireland (job
function) Daily budget:
€250 (€2.50*100
Clicks)
*

44. Marketing/sales CPC Bid: €2.40
professionals in (2.01-2.35)
Ireland (Group)
Daily budget:
€240 (€2.40*100
Clicks)
*
Small Business CPC Bid: €2.40
owners in Ireland (2.01-2.39)
Daily budget:
€240 (€2.40*100
Clicks)
*
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45. Marketing/business CPC Bid: €2.40
students in Ireland (2.01-2.35)
and UK
Daily budget:
* €240 (€2.40*100
Clicks)
Marketing/business CPC Bid: €2.40
professionals and (2.01-2.35)
graduates in Europe
(France, Spain, Daily budget:
Germany) * €240 (€2.40*100
Clicks)
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46. Measurements
Currently one of the main weaknesses of MSc in digital marketing is lack of awareness among the Irish professional community and it is
even more true for international students/professionals. Our focus will be first on ‘spreading the word’ about the programme via online and
offline resources in order to bring suitable individuals to apply for the MSc Digital Marketing and secondly engaging in conversations with
prospective clients to guarantee the high-quality quality of our offering. Therefore, there are a number of main indicators to measure our
performance:
Channel Short term goal 1-2 years Long term goal 2-5 years Means to measure
- 5000 impressions, 200 clicks per year - in 10 top landing pages for UCD Smurfit website
80% of which is domestic search 80% of which is domestic search
Website, Ms digital
20% international visitors 20% international visitors Google Analytics
marketing page
- 50 inquiry form or email per year per year - 100 inquiry form or email per year
- 30 people going for ‘apply now’ per year - 50 people going for ‘apply now’ per year
- 50 unique visitors a day
- 200 unique visitors a day
Blog - 30% of the visitors should visit ‘about course Google Analytics
- 30% of the visitors should visit ‘about course section’
section’
- Page likes 100 - Page likes 800
Facebook - Likes, comments on, or shares your Page post - - Likes, comments on, or shares your Page post - Facebook
interaction rate 0.05% interaction rate 0.15%
- 200 followers - 3000 followers
Twitter, Klout,
Twitter - retweet rate 5% - retweet rate 15%
Crowdbooster
- influence measurement 40 - influence measurement 60
Google+, Google+ Page
- 90 +1s - 750 +1s
Google+ Report
- Page engagement 10 - Page engagement 40
by Simply measured
- 30 followers 100 followers
LinkedIn Group LinkedIn
- introducing new followers via direct emailing 20 - introducing new followers via direct emailing 60
- Total 4000 views, 300 likes - Total 8000 views, 400 likes
Youtube, Google
YouTube channel - Subscribers 10 - Subscribers 50
Analytics
- Channel View Rate 0.5% - Channel View Rate 1%
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