DIPLOMA IN ONLINE MARKETING and Advertising (Dip. Online Mkt. & Adv.)
with Public Relations and E-Commerce by Distance Education
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HOW TO APPLY | STARTDATE | DURATION | FEES |
INTRODUCTION
Online 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 will enable participants to develop the skills to manage their Marketing Challenges Digitally. The Institute of Commercial Management accredits the course.
The course also includes a substantial Advertising, Public Relations & E-Commerce module.
COURSE CONTENT
MARKETING
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.
ONLINE MARKETING
Search Engine Optimisation (SEO): The Online Content Factor, Search Engine Algorithms, Impart, Spamming, Online Advertising, Web 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 Online Links, Link Farms and Online Link Exchanges, Site Maps.
Analysing the Web: Website Hits, Page View Analytics, Recording Online Visitor Statistics, Time of website Visit, Keyword Phrase Used, IP Address Information, Web Arrival and Exit Pages, Logfile versus Page Tagging, Web 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; Internet Position Performance; Google Online Account Creation and Navigation; Google Keyword Matching; Google Location Targeting; Google Web Text Ad Creation; Google Online Reports, Web Analytics and Conversion Tracking
Authority Sites: Definition, Authority Site Formula, Visitor Optimisation, Contact Optimisation, Creative Online Marketing, Anatomy of an Authority Site, General Domains, Sub Domains, Creating an Effective Authority Site, RSS Feeds, Interactivity Onsite, Consistency, Points to Blog.
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, 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 Website's 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, Online 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 Marketing Content - Importance of, Simple versus Complex Marketing Messages, Keeping a Natural Flow to your Online Marketing Content, Optimising Online Marketing 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.
ADVERTISING
Strategic
Introduction to Advertising; Representative Bodies; Codes of Practice; Relationship between Advertising, Advertisers, Media and PR; Advertising Agency - Structure, Appointment, Remuneration and Evaluation; Strategic Development and the Creative Process.
Creative
Creativity in Advertising; The Creative Process - Themes, Rational and Emotional Motives to Purchase; Integration of Direct Marketing Concepts into Creative Strategy; Testing Creative Effectiveness; Campaign Creation and Development - Key Procedures, Considerations and Methodologies; Exploring Opportunities for Integration with other Communication Techniques - Sponsorship, PR, Sales Promotion, Direct Marketing and E-Commerce.
Media
Media Planning Process - Media Options, Identification and Critical Analysis; Budgeting for Media Choice and Scheduling; The Role of Media in the Advertising and Promotional Mix; The Media Buying Department - Form and Function; Media Classes and Vehicles, Structure, Characteristics, Planning, Evaluation and Scheduling; The Media as Relationship Builders - Growth and Effect; Introduction to the New Media - Internet, Interactive TV and Electronic Multimedia.
Campaign Management
Formulating Strategic Advertising Campaigns to support Branding, Segmentation and Positioning Strategies; Campaign Research and Evaluation of Effectiveness - Pre and Post Testing Techniques; Understanding Consumer Behaviour and Market Research in Advertising Composition; Integrated Marketing Communications - Definition, Key Features and Benefits.
PUBLIC RELATIONS
PR Defined; Its Role within the Promotional Mix; PR Techniques and Methodologies - Press Relations, Public Affairs, Lobbying, Press Releases, Broadcasting, Photography, Literature and Printing; Crisis Management, Contingency Planning and Corporate Image; PR Planning - Setting Objectives, Budgets, Proposals; Fundamentals of Sponsorship; Types of Sponsorship - Sports, Cultural, Education and Charity; The Sponsorship Management Programme - Objectives, Selection, Budget, Agency and Event Management; Measurement of Effectiveness.
E-COMMERCE - Website Creation
The Business of E-Commerce and Online Marketing; Website Creation and Design; Macromedia Dreamweaver - Page Creation and Preview; Formatting and Layout; Images; Tables and Frames; Setting up Web 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.
Presentation Skills
Preparation and Research; Speech Content; Subject Matter and Objectives; Speech Delivery and Variety; Body Language, Eye Contact, etc.; Presentation Aids e.g Visuals, etc.; Management of Locations and Audiences; Presentation Structure.
Online Marketing Project
The project is an important part of the course. Each course participant is given the project brief. Participants are asked at the end of the course to produce Pitch Proposal for their Online Marketing Campaign with their recommendations to the examiners . This gives participants the opportunity to use the knowledge they have obtained during the course in a focused way and develops Pitching skills.
Methods of Training
Online Lecture Modules, Subject Expert Feedback Sessions after each Module, practical case studies, end of module assignments. etc.
Subject Experts
Event Management Training Ltd. has a panel of Subject Experts.
Who should Apply
Anyone working in the general business sector in a senior or support role which is likely to require Online Marketing and Advertising Skills. The course would also benefit anyone who plans to pursue a career in Online Marketing and Advertising. Early application is advisable as places are limited. If you wish to arrange a consultation for this course please contact us on +61 396 501 066.
Possible Careers
Graduates from this programme will find the course very beneficial in terms of supporting their primary career and also providing a platform for new opportunities in the Marketing, Advertising, PR and E-Commerce sectors. The course also provides an excellent foundation for those who wish to further study with any of the professional bodies or academic institutions.
Qualifications
Successful candidates are awarded the Diploma in Online Marketing & Advertising (Dip. Online Mkt. & Adv.) at Pass, Credit or Distinction level. The Diploma is awarded by the Institute of Commercial Management and is both industry and internationally recognised.
Course Duration
14 weeks to 1 calendar year depending on individual progress.
Course Application
Application for this course is the end of this month.
Fees
AUD$1595
Fees may be paid on this site through Paypals Secure payment method. Go to the Course Payments Page to enrol now.
Fees are payable by credit card, bank draft, cheque. All fees must be paid before the course starts.
Event Management Training Ltd. reserves the right to alter courses and any of the details contained in this website without prior notice, or to cancel or postpone courses at any time. Fees are not refundable unless a course is cancelled by Event Management Training Ltd.
