DIPLOMA IN ONLINE INTERNET MARKETING and Advertising (Dip. Online Mkt. & Adv.) with Public Relations by Distance Education
Introduction
Online Internet 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 and 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 Internet 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.
Online PR 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.
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 Internet 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 Internet 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.
Start Date
Enrolment for this course will take place on the 30th July 2010.
Application
Application is available immediately online through our Course Payments Page or by contacting us on +61 (0) 3 9650 1066
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.
Brochure
Request a Brochure for this Course.
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 Training Courses 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.
Existing students can login here.
Event Management Training, Room 10, Level 2, Spring Street Conference Centre, 1 Spring Street, Melbourne, Victoria 3000, Australia, Tel: +61 (0) 3 9650 1066
