eMarketing Essentials

Course Outline

Focused on business benefits and practical usable techniques, this now proven course combines insider views, tips, tactics and techniques from the world of online business, tackling business benefit questions head-on and in an informal, interactive and practical environment.

"A quick paced tour and practical insight into the business of building and marketing a successful business online"

It will help you improve your search engine position, drive more traffic to your site, improve your sites ability to persuade and sell, plus help you create and add video content to your site. It delivers techniques that you can use now, plus and understanding that will help position your business to succeed online in the future.

Delegates can also gain professional qualification credits towards a 60 credit University Certificate of Professional Development or degree from De Montfort University.

This module is worth 30 UCPD credits.

Overview

The course covers the following areas :

1. The 'Big Picture' - Are you confident you know where the web is going and how it will effect your business, sector, customers and competitors?
   • Discover the trends in web technology, social media, search engines effecting you
   • Understand and plan for the impact of Web 2.0 and social media
   • Learn who and what to watch online to spot the trends and stay informed
2. Persuasive content - Are you creating sites and web content, adverts and emails that persuade and influence people?
   • Discover the Veloso 5Q system and get visitors to internalise your ideas and points
   • Write persuasive copy that takes advantage of the way we make decisions
   • Develop a toolkit of persuasive content and packaging tips and tactics
   • Practically write and improve home page and article level content
3. Improving your site - Are you meaningfully engaging site visitors, do they convert into business, enquiries and sales?
   • Use Eyetracker user behaviour research to improve your site layout
   • Learn and use repackaging and feedback systems to improve conversion
   • Learn about 'the conversation' and use customers to sell to other customers
   • Use 'linear path' to get visitors to view more pages and for longer
4. eMarketing & rich media - Do you understand RSS feeds, podcasts, viral and guerrilla marketing, can you create and upload video to your site?
   • Understand the main approaches used in contemporary eMarketing
   • Be aware of the technologies that underpin eMarketing (RSS feeds etc)
   • Practically create, edit and upload simple effective video content to your site
5. Search engine marketing - Do you know Google makes decisions about your site, how to plan for a page one position and how to make money from PPC?
   • Discover actual search traffic levels and best target search terms for your site
   • Work out how much the page 1 positions would actually be worth in £ to your business
   • Practically analyse the your and the top sites to borrow good features for your site
   • Understand how PPC (Pay per Click) search works and how to actually be profitable
   • Plan and make practical improvements to existing sites to improve search engine position

Overview cont.

1. Measure & plan
   • Use free tools to understand user behaviour on your site including Google analytics
   • Produce an action plan of improvements to drive your site and business forward
   • Get support and more insider info at free regular AxisCommunity events

Who is it aimed at?

This course is particularly suitable for business owners, entrepreneurs, marketers, business managers, web/digital designers and practitioners, marketing staff, start-ups. Also to people wanting to improve a site, understand search and social media better, move from traditional marketing/media to the online, understand trends online, and anyone wanting to explore the commercial opportunities of the web.

Entry requirements

Although there are no formal qualifications required to attend this course, delegates should have a basic understanding of how to use computer applications such as web browsers and word processors. An interest in the commercial application of the web is an advantage!

Delivery method

The course is a 7 day fully trainer led course. To help reduce the effect on your business of losing a member of staff for 7 days, this course runs 1 day a week over 7 weeks. Delegates then have the time needed to absorb and implement the information gained during these intensive training days.

Student stand out moments

Student Support

These links provide students with a whole range of study skills and support materials to help you gain your UCPD qualification and successfully complete your coursework.

• The Ask Gateway to DMU study resources
• DMU Focus On Study Skills
• DMU Study Skills

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