What is the difference between DMI PRO & DMI EXPERT? | Digital Marketing Institute

Key Takeaways

hello and welcome everyone thanks for joining us um on today's virtual open day so i'm caroline and i'm the membership manager here with the digital marketing institute and i'm going to be your host today and today where i'm joined by declan and he is one of our digital transformation advisors here and i'm also joined by daniel who's one of the tutors in our dmi expert program so between us all today um you're going to be getting our tour through both the dmi pro and the dmi expert program and you'll get a good idea of exactly what you're learning experience with the dmi will look like perfect thanks million so thanks everybody for tuning in today um my name is declan kennealy and i'm a digital transformation advisor here with the digital marketing institute now my role and the role of my team is really to have conversations with all professionals who jump onto our website because sometimes when you're doing a bit of research it's uh it's hard to know uh first of all you know which course provider to go with but then even you know what might be the best program for you so you know my team we exist within the institute really to have those conversations and sometimes there's a gray area where you're not too sure if i should do uh you know maybe your dmi pro or a dmi expert so today what i'm going to try and uh bring everyone true and my main goal here is really to bring everyone through uh the difference between our dmi pro and the difference between our dmi expert uh really the types of professionals that enroll in both programs and then really show you how practical the courses are you know how they're delivered and really give you an overview of our membership portal which our membership library which you can actually see here okay as well but really the key takeaway from today is you know how practical our courses are and um you know really the difference between the dmi pro and the dmi expert okay as well so i'm actually going to start off really briefly and i'm just going to talk about our membership library now right now we have over 77 000 members of the institute and uh our membership was actually launched in july 2018 so if you came onto our website or if you've done one of our courses like back in the past maybe like you know 2017 or before you know we would have had a lot of people come along and they would have actually done a program with us and uh then what we actually would have found is that they want to came back maybe two or three years later and because you know digital marketing is always changing and evolving that then they wanted maybe to redo the course that they'd on just to get up-to-date uh information so since then we've actually launched our membership library so the whole idea is that someone will come along they're going to do a program with us you know that's going to give you the the skills that you need um for you know your current role or you know to get that promotion or whatever your motivation is um but then we're actually going to keep you up to date with all of the changes that are happening within the digital marketing industry so you know there is a lot a lot of value in that and just to run through it really briefly but i will come back around in the end and uh just to really look at the library here so we have basically all areas of digital marketing so search marketing content marketing hot topics analytics and there's even a section here on career so if you're looking to get into a digital marketing role there's a whole career section there where we help you with cvs the types of questions that you have and there's loads of great stuff there and all the different types of content so we've got ebooks case studies and there's even like webinars and toolkits as well so if you're currently working in a digital marketing role we're actually going to uh like there's so much value in just being a member because you can actually log into membership and you can download some toolkits that are actually going to help you with your current role as well so what i'm going to do is and just a disclaimer here i've actually pre-loaded everything as caroline said we're working from home so what this is actually what happens now this is what you'll actually see when you log in okay to uh to our platform so i've actually here so i have access to our certified digital marketing professional which is a dmi pro or a professional diploma in digital marketing so sometimes people get a bit confused and it actually can be a little bit confusing uh so we actually have uh so we've gone through different rebrands but basically it's the exact same course okay as well just internally we call it certain things uh but really the certified digital marketing professional it is our dmi pro professional diploma digital marketing and our postgraduate diploma in digital marketing uh it is our expert course in digital marketing as well now so this is what happens when you log in okay so first of all you see that i've gone 16 through the actual course itself down here you'll see that i've actually gone through 10 percent of the course you'll see that the versions of the program as well so because digital marketing is always changing and evolving we're always making sure that our courses are up to date okay so we always have new versions of our program um and that's really the nature of digital marketing you know things are always you know changing and evolving um and then down here you know you'll see that you have two buttons so you've got resume course and you've got all modules okay as well so let's just imagine i click on all modules what it would actually do is then it's actually will be bringing me in here for a certified digital marketing professional yet again you'll see at the top of the page here okay you'll see first of all the course info now you can click on this and it's actually going to give you more information about the actual course itself about the examinations and pretty much everything you need to know before you get started then we got your class form now lots and lots of value in the class form and daniel's actually going to take you through that in much more detail but the whole idea is when you're a student of ours you do have support you're not left on your own if you have any questions we're actually there to support you and danny's going to bring you through exactly what that looks like and the types of supports that we are going to give you okay as well now so to talk about okay our certified digital marketing professional or dmi pro now the types of people that we have enrolling on this program and and it does vary so we've like you know people from all different types of backgrounds different levels and so on as well but it is we would have a lot of business owners uh a lot of traditional digital marketing professionals looking to validate their skills that they already have in their career a lot of recent graduates and then a lot of people looking to change uh their career and get a job in digital marketing so you know that could be someone who's just finished with say another course or someone who's you know quite young in their career and want to get into digital marketing but we have actually had more senior professionals who might have a completely different background uh like for example i know personally i would have spoke with a lot of people who work in finance and uh and they actually want to get out of finance and they actually want to get into digital marketing just because it can be a bit more creative and they actually already have a lot of analytical skills okay as well so then to take you through it okay you'll see here this is the progress bar and you'll see here these are the ten modules okay that are consisted within the uh professional diploma in digital marketing now the whole goal of the professional diploma in digital marketing it's it's really to if for example you want to get into digital marketing or change your career the course itself it's going to give you a lot of hands-on practical experience you are going to receive a globally recognized qualification uh within digital marketing and you know you also can say you know that you're a member of the digital marketing institute so if you're going into an interview usually you know what people like to see is first of all do you have a certification but then actually do you have that hands-on practical experience and what i want to show you here today is how practical the course is uh by you know giving you first of all give you a look at actually your walkthroughs and then second of all and we want to give you a look at um actually the practical experience okay as well but at a very high level the professional diploma in digital marketing uh we want you to plan create and effectively manage um uh search social media mobile and email marketing campaigns for business will teach you how do you actually integrate your digital marketing plans into an overall marketing strategy how do you drive new visitors onto your website and improve online conversion rates and really understand how digital marketing is going to help you grow your business um both domestically and internationally now there is also a high emphasis then on the analytics the reporting setting kpis and digital strategy so if you can imagine i'm just going to click on social media marketing here it's going to bring me straight in um and this is what you see okay when you're one of our students so first of all you'll actually see the video now you can actually play this a hundred times if that's something that you want to do you can log in you know late at night early in the morning the whole idea is when you want to study you can study we don't like to tell people or you have to log in at a certain time but the whole idea is you can study at your own pace but you actually will get accessed into those supports if you have any questions uh or you need that support that's actually there now here then okay it's just a little bit more okay about um you know the actual module itself down the side here you'll actually see that we've got like the summaries the end of module quizzes here are the different types of resources okay as well so for example even if i clicked on study notes um you know you'll see that you can actually download a large number of different study notes and and so on and you can actually have these while you're going through the videos and you can put your own notes in here and stuff like that okay as well but we'd always encourage people to download the lecture slides the lecturer's notes um and there's even practical exercises solutions and i'll bring you to them then here is actually more information on the person who's delivering the course so you know our courses are designed now with a lot of the large tech companies so we work directly now with companies like google facebook microsoft twitter large agencies like ogilvy omnicom thought leaders like neil patel and so on and they actually make sure that what we're teaching our students now it is the most relevant it is the most up-to-date but then the lecturers that we get to deliver the courses they're actually experts in their particular field okay so for example for the social media course we have uh christopher shine and basically she advises clients in the healthcare space uh on digital on digital strategy business development strategic communication and commercial partnerships and she's a great digital marketer but the whole idea is she actually does digital marketing or even social media marketing uh for about 40 50 hours a week and so you're actually getting all of our tips and tricks okay as well and then the last piece you'll actually see is bonus content so i know when i was in university and i was going through modules my lecturer uh they always were to give like additional reading you know that you'd have to do so this is kind of what the bonus content is but we actually even go a step further okay as well so because a lot of you know we have a lot of business owners a lot of people who are working in marketing doing their courses we actually give you toolkits okay as well so if you can imagine if i clicked on this toolkit so this is a social media calendar um and i'll just pull it up here so this is actually what it looks like okay as well so you got your instructions but the whole idea is say if you're in a meeting and your manager says to you uh or even if you're in a job interview and your manager says to uh have you ever created a social media calendar before or do you know how to use one or if you're in a meeting and your manager says we need a up-to-date social media calendar for next week um the whole idea is that you can actually log in uh to our portal and now we've a large amount of toolkits okay on every single module and the whole idea is that you can actually go in there and use these resources if you can imagine how long something like this would actually take you to develop yourself but we actually give it to you so you can actually download it and bring it into your job okay as well that's why a lot of our graduates are actually very successful in the current roles and it actually takes away kind of a lot of the heavy lifting so you know you can actually go in and then actually focus on your job instead of having to develop new templates and so on as well so you know a great resource to have now just to go back to the practical elements i'm just going to close that for a second so we actually then have lots of walkthroughs okay so lots of people ask me you know when i'm going through the course you know do i actually get to practice some of these skills and do i get to look actually what like ads manager for facebook looks like and the whole idea is is that yes you do okay now we actually if you can take a look here this is actually a walkthrough of google ads manager and instagram manager but actually beyond that okay as well we actually want you to then get real life hands-on experience especially in the professional diploma in digital marketing because you know when you are going for a job interview or if you're already working in a role in digital marketing you know especially if you're going for a job interview and that's really why you know the hands-on practical piece is really important for the professional diploma or even if you're business owner and you don't feel confident using it as well you know we do have a large number of scenarios where you can actually practice and get that real life experience okay as well so if you were to look here so for example we teach you just in the social media module and i'll just give you a quick glimpse around the list after this but we'll teach you how to create a facebook carousel ad you know customize your twitter profile create a linkedin company page promote posts on instagram and create custom snapchat stories okay so the whole idea is if you're in an interview and uh you know the hiring manager sits you down and he says or she says have you ever created a facebook carousel the whole idea is you can say yes i have and this is what i've done okay and you can even give examples of that practical experience so what i'm going to do is i'm actually just going to take you really briefly through it i don't want to spend too much time on it because i am quite cognizant of the time as well but just to give you an idea and this is kind of one that i've kind of pre-loaded earlier but if you click on here you're always going to have a scenario so basically during the daily team meeting your manager divides out a list of tasks that must be completed and then you have been asked by steve social uh uh you have been asked by steve social across each of the organic beauty social platforms so then and then you must click the tasks okay so bring me here one second i'll just click on this so this is the um the the role play okay that you have to do or the first task okay so move potential customers to the consideration stage by driving them to the organic beauty website to do this by showcasing the billabong body butter and fairy floss face mask alliteration there products displaying the two car carousel ads so basically we want to create a carousel out and the target audience is in australia between 18 and 25 and it's got to be eye-catching which is really important and then the the the call to action here is going to be shop now and we obviously have to have some engaging content and you know we have a budget then of of 40 a day for seven days so just to go through it really fast this is actually exactly what facebook's ads manager looks like up here you'll actually get a prompt if you get a little bit lost but you can actually go back to the practical exercises the solutions if you get lost as well so you actually do get um you know uh little prompts along the way so if we just press create here um you know this is actually exactly what you would have to do if your manager asks you to create a um you know a carousel ad so then we'd go consideration so it's got to be we're driving traffic i've already just pre-loaded so to open day uh open day test so this is the uh create a new ad set okay so this is uh for yourself then traffic um you know we're trying to get more um potential customers from facebook onto your website okay to obviously turn them into customers so then i've pre-loaded it for um for people between 18 to 25 you pick then on women and then it's got to be automate automatic and really yet again and then look so i've actually already pre-loaded the 40 okay because you got to select your budget and then you know we'll go through it and it's got to be the organic beauty now even actually back there you could have seen the carousel ads and so on as well and then here is where you get to select your images and you know if you're working for a bigger company you know then these actually be provided to you maybe by someone in the content department or something along those lines but you know really what i'm trying to showcase here and not spend too much time on it is you know how practical the program is so you'll see here that you know this is what the ad would look like if it was on facebook people would shop now and it'd bring you to you know your ecommerce website okay as well so yet again that's if you're a business owner and you want to learn that are if you're trying to get a job in digital marketing as well we also teach you the best practices in the industry um so you know we give you a format and a framework so we'd have a lot of people come along doing our programs they might have worked in digital marketing or marketing before and now really they're looking to you know just really validate a lot of the skills they have by getting that accreditation as well and here's just a very second example so it's just based on google analytics okay same thing again our resources we got our bonus content we've got our toolkits here and uh up here is basically more more these are practical scenarios okay so we teach you how to create a google analytics account we even show you how to set up the code on a website in one of our walkthroughs you know we teach you how to create goals in google analytics set up google analytics dashboards uh teach you how to do reporting in google analytics and all this is really really important okay so if your manager again asks you or if your business asks you if you're a business owner you know we teach actually how to do that okay as well so then um what i'd actually like to go on to now is the post-graduate diploma in digital marketing which is our dmi expert okay now our postgraduate diploma in digital marketing it's really for anyone who has been maybe working in marketing for maybe like maybe one to two years or even obviously a lot longer but sometimes we do like to see people have some you know real life experience before they maybe jump straight on to something like the postgraduate diploma we always find that they get a little bit more value out of it um and you know it's actually quite common as well that we might even have people start with a professional diploma and they might even come back in the future and do a postgraduate diploma or something like that but usually uh the types of people that will enroll onto our postgraduate diploma so we would have had for example you know a lot of marketing managers digital marketing managers digital marketing consultants uh e-commerce managers and even stuff like heads of digital marketing or anyone who wants to get into that particular role okay as well so for example we might have a digital marketing consultant or a digital marketing manager they're trying to validate their skills get that globally recognized qualification or you know we might have someone who's quite young in their career and they've realized actually you know what i'm very serious about digital marketing and i want to get a postgraduate diploma in digital marketing as well so the postgraduate diploma at a very high level we actually teach you how to develop a fully functioning digital marketing strategy and a reporting framework for an organization of your choice now daniel is going to take you through that in a little bit more detail but there's basically some leading marketing agencies out there um you know and they could charge anything from eight to twelve thousand euros for a piece of research of this magnitude that you have to carry out for the for the postgraduate diploma and basically we give you a format and a framework um that you can actually copy and bring with you okay as well but the whole idea of the postgraduate diploma is that you know that you develop the confidence to be able to to deliver a high-level digital marketing strategy at a boardroom level within a global organization but then you can actually go along and deliver itself or you can actually um you know manage a team okay as well so there is a lot here even if you want to become a consultant or open your own agency around persuasion and influencing i look thinking strategically building effective teams so really it's anyone who's going to be in the driving seat someone who will probably maybe have people reporting to them or even wants to go out and become a consultant or something like that on their own so not only does you know the the course like you will become an expert in all areas of digital marketing but it also goes into those evergreen skills okay as well like i just showed you there and just to give you an idea around how in-depth it is where the professional diploma in digital marketing has three hours for digital strategy and planning uh the the postgraduate diploma has up to 30 hours okay for digital strategy and digital planning okay as well so you know that's going to give you an idea of you know how in-depth the program is and there really is nothing that you know a company could ask you or a potential client could ask you that hasn't actually already been covered okay in the programs itself um beyond that what i'd like to say about the two programs okay as well that they are you know academic qualifications uh that you receive but really what people like to study with us now it's because we do work obviously with a lot of the large companies and so on and um you know really everything you're learning it's a format and a framework that you can actually take with you and you do get a lot of hands-on practical experience and you know even looking at the postgraduate diploma again and dan is going to go into this in more detail but really around the assignments okay as well where we do teach you how to develop that high-level digital marketing strategy for a business and you know we teach you you know what's the best way to do that so you can actually take that then for your career moving forward um now and i am quite cognizant of time here so i'm just going to bring you back where i kind of started and this is back to the membership library um okay as well so as i was saying you know we have over now 77 000 members of the actual institute as well and we've over 24 000 graduates of our institute as well and you know here we even have stuff like live events where you can actually log in you know if you're one of our members or you're obviously on one of our courses and we've even actually had over 15 000 people register for these events just this year alone and if you happen to miss the events you know that's absolutely perfectly fine you can actually go down to your library section here and you're actually going to see um that the events are actually already stored okay as well and they're actually in webinars okay as well now because of my internet i don't want to click straight in there um but just to show you how something else is just additional on short courses and there are some of the toolkits that i would have mentioned earlier that i gave you the sample of down here um but just looking at um short courses so we also encourage people you know to do additional training okay true or cpd which is continual professional development something that i think is paramount in digital marketing versus um you know someone who might have studied history or maybe geography or something like that where you know a lot about what you learned hasn't really changed that much but in digital marketing you know guaranteed um you know if you've done a course in digital marketing five years ago uh or if you worked in digital marketing five years ago so much has changed you know pretty much we all know probably the next five years again you know so much is going to change and this really is the value in membership and the cpd okay so and dan is going to bring you through that in a bit more detail but even here you know we have additional courses okay on stuff like uh gdpr which is really important especially now if you're kind of you know with using people's uh information you know you know you're you know saving this information for like email marketing analytics all that kind of stuff