Management, Professional Courses
This course provides a technical outline and discussion of the basics of online marketing. The outline includes an introduction to digital marketing and strategic planning and development. Our contribution offers theoretical and practical insights relative to this growing marketing area, with information on the main areas for which online marketing is particularly suited: (1) the E-commerce section explores different business models and what techniques are used for their development; (2) Web Search Marketing focuses on SEO and SEM, as well as in keyword selection for optimisation; (3) E-mail Marketing offers interesting content to develop a successful newsletter; and (4) Social Media Marketing addresses planning and the most important tools used to maximise communication through social media.
At the end of this course, delegates should be able to; 1. Demonstrate an in-depth understanding of digital marketing fundamentals. 2. Critically reflect upon the (potential) profitability of different online business models. 3. Critically reflect and weight the advantages and disadvantages of SEO, SEA, video and viral marketing, social media, social CRM, digital brand engagement and mobile marketing. 4. Research the digital and e-commerce platforms’ profitability across mature and high growth markets. 5. Discuss the (inter) cultural specificity of digital and e-commerce platforms per mature and high growth markets. 6. Execute online competitors’ analysis. 7. Execute online audiences analysis (identify and profile potential, actual and retained users/customers). 8. Design, monitor and optimize a digital marketing strategy
International School of Management (IMS)
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