eM1 – Innovative Practices in eMarketing
Course 1 (4 month program – 2013) – Mondays, 18:30 – 21:30, Oct. 7, 14, 21; Nov. 4, 11, 18, 25; Dec. 2;Course 1 (8 month program – 2013-14) – Thursday, 18:30 – 20:00, Oct. 10, 17, 24, 31; Nov. 7, 14, 21, 28; Dec. 5, 12, 19; Jan. 9, 16, 23, 30; Feb. 6
When you complete this course you will have the knowledge, skills and practice to understand/know how to do:
The course objective is to
identify, learn and apply all the marketing tools available on the
Internet to formulate an eMarketing Plan for a business, which will
either be completely online or a combination of online and offline
marketing.
Specifically, students
will learn the basic eMarketing fundamentals, and they will work
individually and in project teams to engage in in-depth exploration and
research to find and use the online resources and tools related to the
topic of investigation. Through this process, they will compile a
sophisticated and extensive set of tools, which they will use throughout
the course of study, as well as in their endeavors as future
eMarketers. Upon completion of the curriculum, they will acquire the
methodology to keep at par in the ever-evolving environment of the
Internet. Upon completion of the course students will have created a
blueprint of the eMarketing Plan: the course project.
Students will learn how to
conduct market research and to identify potential markets by industry,
by country, etc. Furthermore, they will learn how to create a database
of e-mails and how to use them ethically and effectively. They will
learn how the affiliate marketplace works, for both sellers and buyers,
and they will sign-up with several affiliate programs with the goal to
make their first online money. They will also see the power of article
marketing and press releases by posting them on the Internet to acquire
traffic. Students will also experiment online with organic search and
pay-per -click advertisement schemes.
Course Topics
- eMarketing Business models
- eMarketing definitions and terms
- Internet history and statistics
- Integration of online and conventional marketing
- Market research
- Profiling and targeting potential customers
- Developing effective databases
- Customer relationship management
- Strategies, Goals, Target marketing
- Metrics for eMarketing
- Banner advertising design
- Banner Advertising strategies
- Email Marketing
- E-mail list rental/compilation – Permission marketing
- Demographics and Psychographics
- Software platforms for delivery of e-mail, use of auto-responders
- Design techniques – Writing styles
- Metrics for e-mail marketing
- HTML vs. plain text – hyperlinks, rich media and graphics, in e-mail
- Filtering systems, E-mail bounces, Timing of e-mail releases
- Ethics – Privacy issues – Spam – Legal issues – COPPA issues
- E-mail marketing planning, Managing e-mail marketing
- Strategic positioning of e-mail in the media mix
- Viral marketing
- Affiliate marketing
- Affiliate networks
- Product/Service supplier and Product/Service advertiser
- E-Commerce promotion tactics
- E-Commerce strengths and weaknesses
- webPR
- Online publicity
- Writing online press releases
- Effective search engine optimization
- Directory vs. search engine differences
- Paid Placement search engine models
- eMarketing Plan
eM2 – Advanced Website/Blog/Mobile Marketing
Course 2 (4 month program – 2013) – Wednesdays, 18:30 – 21:30 p.m., Oct. 9, 16, 23, 30; Nov. 6, 13, 20, 27;Course 2 (8 month program – 2013 – 14) – Thursday, 20:00 – 21:30, Oct. 10, 17, 24, 31; Nov. 7, 14, 21, 28; Dec. 5, 12, 19; Jan. 9, 16, 23, 30; Feb. 6;
When you complete this course you will have the knowledge, skills and practice to understand/know how to do:
In this course students will learn how to select an ISP
to host a website/blog, purchasing a domain name, setting up a Content
Management System (CMS), constructing a site/blog and making it
available both for Internet users as well as mobile phone users. By the
end of the course each student will have his/her own website/blog, which
will be set up to make money online.
Course Topics
- Content Management Systems (CMS)
- Evaluation of CMS for websites and blogs
- Creation of a website/blog
- Effective site navigation
- Navigation for sales
- Browser solutions on the web
- Site design, Site typography, Colors and image flow
- Site requirements
- Site diagnosis methods and tools
- Effective copy techniques
- Visitor expectations
- Visitor load and its consequences
- Credit card acceptance processes
- eCommerce processes
- Checkout fundamentals, Shopping cart differences
- Permission marketing models
- Legal requirements for your site
- Domain Registration and names
- Site hosting models, Basic server issues
- Log files and metrics
- Requirements of any website
- Things to avoid
- Competition analysis
- Basic optimization
- Site load speed and its effect on Marketing
- Database and dynamic server pages
- Target marketing
- Mobile Marketing
- Facts and Figures, Audience
- Pros and Cons of Mobile Marketing
- Mobile Protocols
- Mobile Technologies
- Mobile Websites, Standards, Search
- Mobile Campaign:
- SMS/Texting
- Mobile Content
- Mcommerce
- CPA Marketing
- Pay Per Call
- Local Marketing
- Lead Generation
- Applications
- Ad Platforms
- Resources
eM3 – Advanced Social Marketing – Web 2.0
Course 3 (4 month program – 2013-14) - Mondays, 18:30 – 21:30, Dec. 9, 16; Jan. 13, 20, 27; Feb. 3, 10, 17;
Course 3 (8 month program –
2014) – Thursday, 6:30 – 8:00 p.m., Feb. 13, 20, 27; Mar. 6, 13, 20, 27;
Apr. 3, 10, 17, 24; May. 8, 15, 22, 29; Jun. 5;
When you complete this course you will have the knowledge, skills and practice to understand/know how to do:
In this course students will learn to use the major Web
2.0 sites and how to dominate a market. They will create accounts in
sites such as microblogging, social networking, discussion, video
sharing, photo sharing, content publishing, collaborative, review, and
others, and use them to drive traffic and acquire page rank for their
website/blog. They will learn and apply the principles of leverage using
RSS, readers, aggregators, and directories. Among the skills they will
develop will also be how to monitor online conversations about their
product/services, their competition and future trends. With this course
they will see first-hand the power of networking, among themselves and
with others on the Internet via the online real time assignments, which
will provide them with the blueprint of an efficient and effective Web
2.0 campaign. Upon completion of the micro- assignments they will have
completed their term project.
Course Topics
- Why to use New Media and Social Media
- The tools of the Web 2.0 World
- Learn about RSS, readers, aggregators, directories
- Listening to Conversations
Setting up a Personal Learning Network & Social Search
Monitoring Conversations: Google Alerts & Yahoo Pipes
- Learn – Relationship Building
Microbloging
Social Networking
Discussions
- Learn how to Disseminate Content / Distribution
Presentations
Video Sharing
Bookmarks
Screencasts and demos
Podcasting
Skype or IM
Photo Sharing
Content Publishing
Articles
Blogging
Wiki
Live Streaming
- Learn how to/about – Rating Tagging
Collaborative Filtering
Reviews Recommendations
- Learn how to/about – Entertainment
Social Gaming
MMO
Virtual Worlds
- Social Marketing Analytics
- Creating strategy, tactics, setting goals and targets
- Leveraging Social Networks and Online Communities
eM4 – Advanced Search Marketing (SEO – PPC)
Course 4 (4 month program 2013-14) - Wednesdays, 6:30 – 9:30 p.m., Dec. 11, 18; Jan. 8, 15, 22, 29; Feb. 5, 12;Course 4 (8 month program 2014) – Thursday, 8:00 – 9:30 p.m., Feb. 13, 20, 27; Mar. 6, 13, 20, 27; Apr. 3, 10, 17, 24; May. 8, 15, 22, 29; Jun. 5;
When you complete this course you will have the knowledge, skills and practice to understand/know how to do:
In this course students will learn how to do Search
Engine Optimization. Using online tools, they will learn what
keywords/keyphrases to go after and the strategies to accomplish traffic
and page rank. They will create content for web pages, blog posts,
videos, ppt, pdf, podcasts and have them rank on the search engines
using the techniques of SEO. Students will learn how search engines
work, what they like and what not to do. They will master the art of
link building and submission to directories, search engines and online
maps for websites and mobile phones. All of these techniques will be
applied on the student’s website/blog. In addition, students will be
exposed to the online advertising market and how it works. They will
create and implement an advertisement campaign. Upon completion of this
course students will have the blueprint for doing search engine
marketing and will have created a steady stream of traffic to their
site, which will translate into earning a profit, either from the
product or service they are selling or as commission from affiliate
products they are promoting.
Course Topics
- How to get listed
- Using meta tags
- Measuring and tracking success
- How to get high rankings
- Keyword research / selection
- Determine Current Ranking
- Pay for Position Programs
- Site design techniques for higher rankings/Search Engine Friendly
- How to deliver targeted pages
- Search engine descriptions
- Crawler based search engines
- Search directories
- Alt tags for your images
- Using descriptions for your site
- Cloaking and doorways, what to avoid
- Search engine ethics
- Landing pages from your listings
- Managing pay for position services (PPC)
- PPC Targeting, keyword research and budgeting
- PPC writing effective text ads and landing pages
- Link building and analysis
- Search engine algorithms
- Search engine statistics for your marketing plan
- Top search engines
- Adding a search engine to your website
- How the Open Directory works
- Search engine submission software and services
- HTML and XML Sitemaps
