This class will give you the theoretical understanding of the Internet marketplace necessary to adapt to its many changes, while also equipping you with the skills you’ll need to perform vital daily functions. By the end of the course, you will be able to walk into any company with an online presence and improve its use of the Internet. The course includes discussions of both B2B and B2C and looks at marketing and communications from an integrated, business-wide perspective. The goal is to appreciate the principles and practices of online marketing.
The following major topics will be covered:
The following major topics will be covered:
- Integrated Innovative Marketing Strategy
- Search Engine Optimization – Understand how search engines work. Use this knowledge to make recommendations to a website on how it can improve its organic search rankings – in other words, perform search engine optimization on a website.
- Search Engine Marketing – Understand the mechanics of paid search ranking. Create a search engine marketing campaign and evaluate its effectiveness. Recommend changes that will improve the campaign’s conversion rates.
- Online Advertising – Understand the various methods of online display advertising. Create an online display ad campaign and measure its ROAS (return on ad spend).
- Social Media – Utilize knowledge of social media tactics to design an effective social media campaign.
- Reputation Management – Implement online reputation management tactics to improve the online reputation of a brand.
Throughout your learning process, you will apply the concepts to a real-world situation through Digital Marketing Simternship Simulation. By completing this simulation, you will be able to perform the following:
- Write targeted ads
- Perform strategic keyword research
- Create high converting landing pages
- Interpret KPI metrics
- Review historical data and decide on the best campaign decisions
