Course Description

Welcome to the exciting world of Internet Marketing! This advanced-level course is designed to equip you with the essential skills and knowledge needed to thrive in the rapidly evolving digital marketing landscape. As the Internet continues to reshape global commerce and communication, understanding how to effectively market in this dynamic environment is crucial for success in today's business world.

In this comprehensive course, you'll dive deep into the intricacies of online marketing, exploring how it differs from traditional marketing approaches and discovering the myriad of opportunities presented by web-based platforms. From leveraging social media giants like Facebook and Twitter to harnessing the power of Google's marketing tools, you'll gain hands-on experience with cutting-edge e-marketing techniques that are driving business growth in the digital age.

What You'll Learn

• Mastery of basic e-marketing tools specific to Internet marketing
• Application of traditional marketing strategies in an online context
• Analysis of online consumer behavior and the exchange process
• Evaluation of product, pricing, distribution, and communication functions in Internet marketing strategies
• Understanding the role and impact of social media in marketing
• Utilization of digital analytics to measure and optimize marketing effectiveness
• Exploration of the unique aspects of online marketing compared to traditional methods
• Identification and implementation of web-based marketing opportunities using popular platforms

Prerequisites

• Successfully completed MKT1x (Digital Branding and Engagement) and MKT2x (Reputation Management in a Digital World)
• Basic understanding of marketing principles
• Familiarity with common social media platforms and digital technologies
• Strong analytical and critical thinking skills
• Proficiency in English, as the course is conducted entirely in English

Course Content

• Introduction to digital marketing and global issues
• Development of digital marketing plans
• Segmentation, targeting, differentiation, and positioning strategies in digital contexts
• Digital marketing management: distribution and promotion strategies
• Digital marketing management: product and pricing strategies
• Digital marketing tools: websites, Google AdWords, Google Analytics, AdSense, etc.
• Strategic digital marketing and performance metrics
• Online consumer behavior and psychology
• Planning and developing website content
• Social Media Marketing
• Digital Analytics

Who This Course Is For

• Marketing professionals looking to expand their skills in the digital realm
• Communications and public relations specialists adapting to the online landscape
• Social media managers seeking to enhance their strategic approach
• Advertising professionals transitioning to digital platforms
• Entrepreneurs and business owners wanting to leverage online marketing for growth
• Students pursuing careers in digital marketing or e-commerce
• Anyone interested in understanding the power of Internet marketing in today's business world

Real-World Applications

• Develop and implement effective digital marketing strategies for businesses
• Create engaging online content that resonates with target audiences
• Optimize website performance and search engine rankings
• Manage successful social media campaigns across various platforms
• Analyze and interpret digital marketing data to make informed decisions
• Improve customer engagement and conversion rates through targeted online marketing
• Stay ahead of competitors by leveraging the latest digital marketing trends and tools
• Enhance brand reputation and visibility in the digital space
• Measure and demonstrate ROI for digital marketing initiatives

Syllabus

1. Introduction to digital marketing/global issues/digital marketing plan
2. Segmentation, targeting, differentiation and positioning strategies
3. Digital marketing management: distribution and promotion strategies
4. Digital marketing management: product and pricing strategies
5. Digital marketing tools: website, Google AdWords, Google Analytics, AdSense, etc.
6. Strategic digital marketing and performance metrics
7. Online consumer behaviour and psychology
8. Planning and developing website and content
9. Social Media Marketing
10. Digital Analytics

By enrolling in this course, you'll be taking a significant step towards mastering the art and science of Internet marketing, positioning yourself for success in the exciting and ever-changing world of digital business.