Professional Development

Price includes full board accommodation and course materials.

Level: Advanced

Key issues:

Success in online marketing requires mastery of a range of digital marketing communications techniques including search engine optimisation, paid search marketing, email marketing, affiliate marketing, display advertising and online PR. Detailed knowledge of what makes each approach successful is required. It is also important to know when to select a specific combination of these mixes. Similarly, to make a website more effective requires knowledge of a range of success factors including accessibility, data integration, usability, persuasion and visual design.

The purpose of this course:

To give a comprehensive guide to best practice in all the main aspects of online marketing which need to be managed by different forms and parts of an organisation. The aim is to equip delegates with the knowledge to ask the right questions when reviewing approaches with team members, agencies or when developing a plan which will be implemented by the marketing team.

Who this course is for:

This is a practical course for everyone involved with hands-on management of digital media channels and/or website content and services and email campaigns. You may be an e-marketing specialist or marketing manager responsible for keeping different digital communications flowing either through direct execution or management through other staff or agencies.

Benefits for your organisation:

Costly mistakes and inefficiencies will be reduced through following best practice approaches across the different aspects of digital media. A more coherent, customer-centric planned approach to digital marketing will be developed focusing on priorities which will give the best returns.

Benefits for you as an individual:

You should be able to produce better results through the quick wins and many tips you learn on the course across the full-range of digital media channels. By equipping you with more detailed knowledge on the tactical tools of e-marketing, you will be able to question, discuss and control approaches with internal or external specialists completing the work (or complete some aspects of implementation yourself).

You will learn how to:

Create or improve a programme for measuring and improving digital media effectiveness

Audit current approaches and identify areas for improving performance in these digital marketing activities:

• Search engine optimisation (SEO)
• Pay Per Click marketing including Google AdWords
• Online PR including social networks, widgets, blogs and feeds
• Partner marketing including affiliate marketing and link-building
• Online advertising including ad networks and behavioural targeting
• Email marketing including deliverability, renderability
• Site structure and template designs
• Site content and copy
• Customer profiling and data integration

Course content:

Understanding your online customers, competitors and intermediaries

Goal setting and strategy review

Campaign planning and budgeting

Improving customer acquisition:

Search engine marketing

• Online PR
• Partner marketing
• Online advertising

Improving web site conversion effectiveness through review of:

• Site usability and accessibility
• Information architecture
• Engagement, persuasion and copywriting
• Customer data integrate

Improving customer retention and growth through review of:

• Email marketing communications strategy
• Practical aspects of email marketing including template design, copywriting and deliverability
• Content, online services and community
• Web analytics – best tools, best process

Pre and post learning support:

Before the course delegates will be encouraged to consider the current opportunities and challenges for their digital marketing which will be discussed during the workshop. Follow-up questions can be submitted to the course director.

To take away from the course:

• A book on managing and planning internet marketing including case studies
• Glossary of terms
• Links to relevant free sites and tools
• Templates and spreadsheets for different management and planning activities, for example: situation analysis, goal setting and budget modelling
• Checklists for managing different digital media channels

Professional Standards

All of our marketing courses are based on CIM's Professional Marketing Standards, ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance. Review our Professional Marketing Standards framework