Diploma in Internet Marketing
View Spring 2012 timetable here
The internet is an increasingly important medium for businesses to use to communicate their products, brands and vision to their customers. Recent years have seen rapid growth in the field of internet marketing with returnon-investment achieving new heights, online marketing now plays an integral role in contemporary marketing practice. This course is designed for people with little experience of online marketing and who want to get started on implementing it in the workplace. Programme Aims and Objectives The internet has become a key medium in advertising and PR, provided new distribution channels, enhanced customer relationship management, and also generated opportunities for expansion into new markets. This course sets out the fundamental concepts of marketing combined with its application to emergent platforms online. The range of areas addressed on the course means that students finish with a firm understanding of the tools available to the online marketer, and an appreciation for the evolving practice of marketing. This course provides students with practical skills which can be applied immediately.
Programme Structure Over the ten weeks students will have the opportunity to interact in the classroom, and benefit from discussion of key topics. While this is a theory based course, a practical edge is provided with key guest speakers visiting the course. Each an expert in their field they enhance the learning experience for the student with real-life examples and case studies. The topics covered represent a broad overview of the most significant areas in online marketing, providing an understanding of the conceptual underpinnings and practical issues facing those using technology to develop their business. Programme Content An Overview of Marketing Theory and Practice Participants are initially introduced to the key concepts underpinning marketing theory. This lays the foundations for more advanced understanding and discussion of the marketing environment, marketing analysis and planning. The Internet & Websites This session is designed to explain the history and growth of the internet, explore recent developments and trends, key terminology and some aspects of website development.
Search Engine Optimisation (SEO)
This topic explains what SEO is and how a business can implement an effective SEO strategy to drive traffic to their website and appear high in search engine listings.
Online Advertising Otherwise known as PPC or pay-per-click advertising. Students will be introduced to many different online advertising platforms with a focus on Google Adwords. Participants will see real-life examples and successful campaigns in action, learning the essentials for marketers wishing to maximise their return on this investment.
Email Marketing To the backdrop of some of the biggest success stories in email marketing students will learn the value of this often overlooked tool. With massive opportunities for permission marketing students will take from this session an understanding of both how and why this is potentially a highly lucrative activity in business.
Website Analytics and Measurement An essential element of online marketing is the use of analytics to track, measure and understand your activities using tools such as Google Analytics. Students will learn how to implement analytics and which metrics they should be tracking for their business objectives.
Relationship Marketing and CRM This session familiarises students with the concept of customer relationship management. This is closely related to permission marketing and an important skill for any online marketer.
Social Media Marketing This important topic focuses on the use of social media platforms and how they can be harnessed in business. Many variants of social media are addressed including social news sites, bookmarking, networking, knowledge, and sharing. Furthermore, participants will emerge with a firm understanding of how to use platforms such as Facebook, Twitter, and LinkedIn for communicating with key stakeholders.
Strategy
This session is all about the integration of marketing theory and tools learned on the course. Assessment To be awarded the Diploma in Internet Marketing students will be required to submit a written assignment at the end of the course (100%).
Career Progression Opportunities This course lays the foundations for anyone who wishes to pursue a career in online marketing, or to implement the use of internet marketing tools in the workplace. Furthermore, this course is well suited to the small business owner wishing to increase their competitive advantage.
Student Profile Typically, students participating on the programme have previous marketing or IT experience wishing to upskill and stay abreast of developments in their field of expertise. Many small business owners and budding entrepreneurs have also enjoyed the course and successfully implemented the strategies they developed. “The course gave me a strong understanding of all the areas and means by which the internet is changing the face of marketing as well as a foundation in how to apply these principles for business.”
Chelsea Uddo
Diploma in Internet Marketing
|