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Detailed Curriculum
First Week:
- Overview: from display advertising and PPC to advertising networks and exchanges
- The six steps of the digital strategy
- Websites
Development considerations
Accessibility
Usability
Searchability
Planning
Buyer persona
Information architecture
Design
Identity
Navigation
Layout
Trust
- Email marketing
Data bases
Newsletters
Email components
Design considerations
Channel integration
Online advertising
Objectives
Display advertising: types, sizes
Payment models: CPM, CPC, CPA
Optimization and targeting
Advantages and disadvantages
Second Week:
- Affiliate marketing
How it works
Payment: CPA, CPL, CPS
Tracking
Affiliate networks
Campaign planning
Advantages and disadvantages
- Search engine marketing (SEM)
SEO + PPC
Keywords
The five elements of optimization
SERP and social networks
PPC advertising
Keyword settings
Bidding and ranking
Conversion and clickthrough rates
“The long tail”
- Social media
Categories of social networks
Bookmarking
Content sharing: blogs and micro-blogs
Networking: LinkedIn, FB
Social network strategy
Strategy planning
- Online reputation management (ORM)
Introduction in ORM
Monitoring and measuring
Management – opportunities and threats
Ten rules how to cope with an attack on the brand
Test
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Bulgarian