Diploma in E-Commerce for Overseas Students

start date: 28 April 2014

Ireland has become an increasingly popular educational centre for international students. Over 100,000 people come to Ireland annually to undertake various programmes. Dublin is one of Europe's most exciting and vibrant capital cities and has one of the youngest populations in the world. It is rich in cultural, historical and musical attractions and has excellent shopping, eating and leisure facilities.


The Diploma in E-Commerce runs for forty weeks from starting date to graduation. Fourteen weeks are spent studying E-Commerce and fourteen weeks general computer skills. The remaining twelve weeks are given over to examination and project preparation. All preparation for examinations and projects is carried out in the training room.



Internet Marketing has emerged as a Powerful Tool in the Management of the Web, E-mail, Interactive TV and Wireless Media areas. Search Engine Advertising and Optimisation are the Mechanisms employed to Promote, Publicise and Profile.

This Practical Course also contains a substantial Advertising and E-Commerce modules which will enable participants to develop the skills to manage their business challenges digitally. The Association of Advertisers in Ireland accredits the course.






Introduction: Introduction to Marketing and the Marketing Concept; Barriers to Marketing Implementation; The Marketing Environment - Political, Economic, Social and Technical Factors; The Market Information System; The Market Research Process - Collecting and Analysing Data; Reporting the Findings.


Marketing Management: Marketing Management and Planning; Organisation and Management of the Marketing Department; Corporate Planning; SWOT Analysis, Competitor Assessment and Business Strategy; Product Portfolio Planning - Models and Management; Developing a Marketing Plan - Implementation and Control; Market Segmentation, Targeting and Positioning.




Search Engine Optimisation (SEO): The Content Factor, Search Engine Algorithms, Impart, Spamming, Online Advertising, Keyword Strategy, Link Relevancy, Ranking by Ethical Means. Practical Exercise - BMW Case Study.

Search Engine Link Management: White Hat Optimisation, Link Exchange, Web Directories, Long Term Online Planning, Web Analytics, Web Page Tagging, Server Log File Interpretation, Building Quality Links, Link Farms and Link Exchanges, Site Maps.


Analysing the Web: Hits, Page View Analytics, Recording Visitor Statistics, Time of Visit, Keyword Phrase Used, IP Address Information, Arrival and Exit Pages, Logfile versus Page Tagging, Click Tracks and Google Analytics, Benefits of Web Analytics.


The Google Factor: Google Adwords features; Adwords Policies; Google Adwords Distribution; Google Adwords Pricing and Ranking; Position Performance; Google Account Creation and Navigation; Google Keyword Matching; Google Location Targeting; Google Text Ad Creation; Google Reports, Analytics and Conversion Tracking


Keyword Management: Key - Genetic Modifiers, Location, Price, Types, Industry Specific, Keyword Tools. Keyword Phrase Research, Keyword Buying Phrases, Focused Product Related Pages, The Tier System and Keyword Evolution, Choosing Keyword Density, Effective Keywords, and Regionalisation of Keywords.


Factors Influencing Optimisation: Domain Name Selection, Inbound Linking and the Anchor Text Factor, Landing Page Optimisation, Spiders, Crawlers and Robots, Principals of Attracting Robots, Maximising your Title Tag, Head and Meta Tag Content, Opening Paragraphs, Use of Formatting Tags to Attract Robots, Posting your Site to Search Engines, Reposting After Changes.


Promoting your Website: RSS Feeds, Public Relations Writing, Articles and Press Releases, Web Public Relations Campaign Management, Articles and Print Media, Press Release Writing, Successful Article Writing, Effective Press Releases, Media Outlets, Outsourcing, Dealing with Distribution Companies, Frequency of Press Releases and RSS Feeds.


Writing For the Web: Creative Writing for the Web, Writing for your Client, Relevant Content - Importance of, Simple versus Complex Messages, Keeping a Natural Flow to your Content, Optimising Content, Keyword Management, When to use Key Words, Ratio of Prose to Keywords, Importance of Homepage Content, Images and Art Text, Importance of Spell Checking, Using a Copywriter.



The Social Media Landscape

Blogs, Microblogs, Chatrooms, Delicious, Email, Flickr, Twitter, Instant messaging, Message Boards, Mobile Internet , New Media Releases, Online Conferencing, Online Surveys, Pay per click, Podcasts, RSS, Search Engines, SEO, Social Networking Service Sites, Video Sharing, Virtual worlds, VoIP, Wiki and Widgets.


The Internet as a Media

Commercial Implications of the Internet, Social Interaction with the Internet, Web 2.0 and its Implications, Internet Convergence, the Network Effect, Internet Information Exchange, Internet Audience Size and Exposure, Internet Culture and Communication, Transparency and the Internet.


Online Influences on Present PR Practices

Internet influence on News, Internet Journalists, Economics of Online News Production, Internet Critics and other influences, the PR Practitioner as an Online Publisher, Ethical Internet PR, Truthfulness and Duty of Care, Online Ethics, Debate, Guidelines and Best Practice.

Monitoring and Evaluation of Social Media Discourse, Trends and Value. Policy Influences, corporate speak. Implications of Social Media for Corporate Social Responsibility.



Google Adwords

Google AdWords and Online Advertising: The Basics, Tour of Google AdWords Environment, Creating and Managing a Google AdWords Account, Building an Google AdWords Campaign, Keyword research and tools, Creating compelling Google Adwords adverts, Managing a Google Adwords Campaign, Tracking Google Adwords advert performance, Google Analytics, Split Testing, Website performance optimisation, Managing Multiple Accounts.

Google AdSense

Introduction to Google AdSense, Setting up an account, Building a content-rich website, Designing a content advert, AdSense for Search, AdSense options, Tracking AdSense performance, AdSense Reports.

Search Engine Optimisation

Introduction to Search Engine Optimization: How people search the web, Determining your  objectives and defining your site audience, Planning your SEO campaign, Keyword Generation, Adding Content and Meta Tags, Link Building, Developing an SEO Friendly Website, Optimizing your site for Major Search Engines, Submitting your website URL to, Search Engines, Local Business Listings, Pay Per Click and Google AdWords, Measuring your results – Web Metrics, Things to that might adversely affect your SEO, Working with SEO Plug-Ins


E-COMMERCE - Website Creation

The Business of E-Commerce; Website Creation and Design; Macromedia Dreamweaver - Page Creation and Preview; Formatting and Layout; Images; Tables and Frames; Setting up Links and URL's; Libraries, Templates, Forms, Behaviours and Timelines; Publishing and Site Management; Script Development; HTML Development; Formatting, Links, Frames and Tables; Images and Animation; Usability - Design and Layout Guidelines; Site Uploading - File Transfer Protocol.




The course project is an important part of the course. Groups are formed and each group is given the same project brief. The groups are then asked to present their recommendations to the examiners towards the end of the programme. This gives participants the opportunity to use the knowledge they have obtained during the course in a focused way and develops teamwork skills.

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next start date: 28th April 2014 (Monday)

The fee for the course is €5,000.

Fees are payable on acceptance by Fitzwilliam Institute International Ltd. All fees must be paid direct to Fitzwilliam Institute International Ltd by bank draft. Fees should not be paid in any other way, or through any other channel. Fees less the administration fee of €150, are refundable if a non EU National fails to obtain a visa or if the course is cancelled by Fitzwilliam Institute International. Please note that fees are not refundable if a student, once on the course, fails to obtain a visa extension, while in Ireland. Tuition is given over five days during each of the training weeks. Training may be given in the morning or afternoon.

Year on year, we have the pleasure of training students from top Ireland and international companies. See where our most recent students come from and find out what they have to say.