DIPLOMA IN ONLINE MARKETING & ADVERTISING with Public Relations by Distance Education
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 Online. The Institute Commercial Management accredits this course.
The course also includes a substantial Advertising and Online Public Relations 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, Website Page View Analytics, Recording Online Visitor Statistics, Time of Visit to website, Keyword Phrase Used, IP Address Information, Website 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 Internet 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 Web Optimisation: Domain Name Selection, Inbound Linking and the Anchor Text Factor, Landing Page Optimisation, Spiders, Crawlers and Robots, Principals of Attracting Robots, Maximising your Websites 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 Marketing Content, Optimising Online 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, Online & Offline 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 - Online & Offline 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.
Online Public Relations Module Content
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 PR building blocks
Online Communications Platforms, Online Communication Channels, Online Communication Mediums, Interactivity and Application of Communication Channels, Policy, Optimisation, Monitoring and Evaluation of Online Communications Channels, Online Communications Channels Planning and Implementation.
Social Media and PR strategy
Local versus Global Communication, Landscaping Platforms, Channels and context, Online PR Organisational Analysis and Segmentation, Developing Online PR Strategies, Online PR Tactics and SEO considerations, Online PR Planning, Managing Online PR Risk and Opportunities.
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.
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.
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, and PR sectors. The course also provides an excellent foundation for those who wish to pursue 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.
Start Dates
Enrolment for this course will take place on the 30th July 2010.
Course Application
Application for this course is available immediately online through our Course Payments Page.
Fees
£995
Fees may be paid online through our Course Payments Page alternatively payments can be made by cheque, bank draft, credit card, laser card or bank transfer.
Disclaimer
Every effort is made to ensure accuracy, however responsibility is disclaimed for any error or omission in this website.
Event Management Training as part of the Fitzwilliam Institute Group closes on Bank Holidays and for a number of days at Christmas and New Year. Event Management Training reserves the right to postpone, cancel or alter courses without notice or to change any of the details in this web page. Fees are not refundable unless the course is cancelled by the Event Management Training.
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