Training for Business Success
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Digital Marketing
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Detailed Curriculum
First Week:
  1. Overview: from display advertising and PPC to advertising networks and exchanges
  2. The six steps of the digital strategy
  3. Websites
Development considerations
Accessibility
Usability
Searchability
Planning
Buyer persona
Information architecture
Design
Identity
Navigation
Layout
Trust
 
  1. 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:
  1. Affiliate marketing
How it works
Payment: CPA, CPL, CPS
Tracking
Affiliate networks
Campaign planning
Advantages and disadvantages
 
  1. 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”
 
  1. Social media
Categories of social networks
Bookmarking
Content sharing: blogs and micro-blogs
Networking: LinkedIn, FB
Social network strategy
Strategy planning
 
  1. 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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