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.
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.
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.
The Users Experience
This topic will ensure that students can assess the user's experience in online marketing. An understanding of how effective , efficient and enjoyable a website is critical in business
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.
This session is all about the integration of marketing theory and tools learned on the programme .