e-Marketing course returns to Calgary
Calgary marketing professionals are hot on e-marketing, and well they should be! As budgets and audiences migrate to digital, and social media comes more and more to the fore, any marketer without e-skills will be left in the dust.
Seventeen professionals took the plunge last fall, enrolling in the e-Marketing Certificate by the Canadian Marketing Association. By all accounts those folks gained valuable knowledge and confidence in the digital marketing arena.
Following on that success, Mount Royal University will once again be offering this comprehensive e-Marketing Certificate, this time over 12 weeks from March 31 to June 16, 2010. A wide range of topics are covered, such as:
Session 1 – Introduction and Basics
- Introductions & Course Overview
- History Of The Internet
- Who Is Online & What Do They Do Online?
- What Do The Statistics Tell Us?
- How Does The Net Differ From Other Channels?
- Introducing the Online Marketing Toolkit
Session 2 – Strategy & the Internet
- Understanding Strategy vs. Tactics
- Corporate vs. Online Strategy
- Comparing Leading Views Of Online Strategy
- Building Your Online Strategy
Session 3 – Web Site Best Practices
- Web Site Best Practices
- Navigation & Usability, Design & Presentation, Content, E-commerce
- The Components Of Building, Branding & Maintaining A Successful Site
- The Essential Web Site Checklist
Session 4 – Social Media, Conversations, Community & Content
- Web 2.0 Overview
- RSS/XML Feeds, Tagging and Sharing
- Marketing Through Social Media: Blogs, Podcasts, Wikis, Video
- Social Networks, Online Communities & Virtual Worlds
- Conversation & Content Strategy
Session 5 – Assignment 1 Presentations
- Teams will present their analysis of two Canadian websites
Session 6 – Permission & Privacy
- Why Permission Matters Online
- Legal Aspects
Session 7 – Getting To the Inbox
- E-mail Marketing Background & Strategies
- Building Lists & Permission
- Content & Creative
- Retention & Readership – Getting To the Inbox & Getting Read
- Inbox Effectiveness: Deliverability, Testing & Tracking
Session 8 – Search Marketing
- The Importance & Power Of Search
- Search Engine Visibility
- Search Engine Marketing – Organic & Paid
Session 9 – Online Advertising
- What Is Online Advertising?
- ‘Traditional’ online ads – Banners, Buttons and Pop-Ups
- Rich Media advertising
- Pricing Models & Delivery Options
- Targeting
Session 10 – Building Traffic
- What Is Viral, Buzz Marketing & Word-of-Mouth
- Domain Names & Marketing URLs
- Cross-channel Marketing strategies
Session 11 – Business Intelligence: Web Analytics & Customer Analysis
- Using the Net for Business Intelligence
- Understanding Web Analytics & Behavioural Measurement
- Getting Feedback Through Your Site And Through The Web
- Knowing and Helping Your Customers
- Tracking and Analyzing Customer Actions
- Using Database Marketing & One-To-One Tactics In The Online World
Session 12 – Applying the Online Marketing Toolkit
- Putting It All Together
- Testing and Optimization
- Building An Online Marketing Plan
- Understanding Metrics That Determine Success
Session 13: Class Assignment – Building an E-Marketing Plan
- Teams will present their E-marketing plans to the class
Session 14: Industry Insider Roundtable
- Panel Discussion – we will be inviting a group of online industry marketing leaders to discuss both current successes and what they see in the future for online marketing
Full disclosure – I’m teaching so be attracted or repelled by that as you see fit 
.
For more information, or to register, see the complete course outline at the CMA’s website.
About Doug Lacombe
As president of social media agency communicatto, Doug is a social media speaker, strategist and consultant. A 20 year media and marketing veteran, Doug was one of the first in North America to put a daily newspaper on the web in 1995. Prior to founding communicatto inc. in 2009, he held senior roles in the newspaper, software, wireless, and newswire industries. Speaking and working all over North America, Doug is based in beautiful Calgary, Alberta Canada where he lives with his wife of 24 years, Sandra, and a spoiled Mexican rescue dog named Bug.
Tags: adult education, Analytics, Canadian Marketing Association, CMA, continuing education, digital marketing, e-mail, e-marketing, educations, emarketing, Internet, Marketing, Mount Royal University, PPC, SEO, Social Media, training, Web, web 2.0, websites
