Learn about developing and promoting a business online
- Study internet marketing online including social media marketing, search engines, online advertising, selling techniques and more.
- Learn how SEO has changed, explore marketing psychology, understand blogs, writing good advertisements and more.
- Students' learning is reinforced by a Problem Based Learning Project at the end of the course - this enables them to approach an in-depth project by applying what they have learned during the course.
Course Structure and Content
There are 8 lessons in this course:
Lesson 1: Scope and Nature of Internet Marketing
- Internet Marketing (Website Marketing, Social Media, Building and Maintaining Networks, Video on the Net, Audio on the Internet, Gaming, Mobile Application Software (App), Search Engine Optimisation (SEO), Search Engine Marketing (SEM), Direct Marketing via Email, Behavioural Retargeting, Display Advertising, Paid Directories).
- History of Internet Marketing
- Risks of Internet Marketing (Legal Concerns).
- Receiving Feedback (Statistics, Keywords, Search Engine Optimisation, Where do you use Keywords).
Lesson 2: The Psychology of Internet Marketing
- Making the Wrong Decision
- Interacting with Customers
- Websites should capture the viewers attention
- Writing Successful Copy
- Title Tag
- Meta Descriptions
- Analysing a Successful Blog
- Social Media, Cross Promotions
Lesson 3: Websites, Advertising and Other Applications
- Wesbites (Keep it Simple, Keep it up to date, Tell Customers What They Need to Know, Do Not Focus Too Heavily on Layout, Plan, Have "Call to Action" Buttons, Make it Easy for Customers, Tell Customers Where to Go, Do Not Distract the Customer, Ensure Links and Buttons Work).
- Search Engine Optimisation for Your Website (Title Tags, URL Structure, Easy Navigation, Keywords, Mobile Friendly Websites, Apps., Landing Pages and Microsites, Targeting Internet Users).
- Internet Advertising (Demographics, Promotions, Getting the Marketing Mix Right).
Lesson 4: Social Media Applications
- Why Social Media
- Why use social media to promote a business
- Purposes of Social Media
- How Significant is Social Media
- Social Media for Business - Starting out
- Conduct your research and analysis
- Social Media Platforms
- Ways of Using Social Media
- Tips for building Social Media Strategies
- When Social Media Posts 'Go Viral'
- What to do when Social Media posts take a negative turn
- Ancillary Tools for social media management
- Evaluation and Adjustment
Lesson 5: Capturing and Converting Customers
- Marketing Processes (Awareness of Your Existence, Informing the Customer, Convincing them to Buy, Establishing a Contract of Sale, Delivering the Product or Service, Providing any Necessary After Sales Service, Encouraging Connections).
Ways to Improve Internet Sales (Legalities for Competitors, Mailing Lists).
- Setting Up An Online Store (What do you need to set up an online store, Delivery Systems).
- Developing a Business Plan
- Developing a Marketing Plan
Lesson 6: Creating and Using Online Content
- Online Content For Websites (Call to Action, Website Content).
- Content Marketing for Your Website (Content is King, Why do you want more content, Images are Content, Content Writing, Writing Articles).
Lesson 7: Blogs and Newsletters
- Blogs (What is a Blog, How does blogging work and how can it be used as an efficient internet marketing strategy, Example Blogs).
Lesson 8: Developing an Internet Marketing Program
- Problem Based Learning Project.
Each lesson culminates in an assignment which is submitted to the school, marked by the school's tutors and returned to you with any relevant suggestions, comments, and if necessary, extra reading.
- Outline the possibilities for marketing any type of product or service effectively on the internet; and become familiar with the channels that you can reach customers online.
- Describe the use of psychological theory as applied to internet marketing.
- Determine an appropriate mix of online marketing techniques for a product or service, and how to properly utilise that web presence.
- Identify, discuss and compare the more effective applications that are currently being used in social media.
- Determine an appropriate online presence for the marketing of a product or service and know how to efficiently utilise that presence.
- Determine what to create, how to create it and where to use it.
- Describe methods to develop and sustain effective online blogs and newsletters.
- Develop a one-year strategy for the online marketing of a new product or service using a Problem Based Learning Project.
What To Learn?
Learn to create a more successful web site
As well as ensuring good customer service, a website must also attract attention, for example:
- The number of visitors does not matter if they don't stay on the site and engage with your business.
- The colour should be right for customers. Different colours appeal to different customers and match different products. For example, a bright flashy website for an undertaker would not be appropriate, so think carefully about the colour you use.
- Also consider fonts and size – is it readable?
- Look at the text – does it make sense? Are there grammatical and spelling errors?
- Does it focus on what you offer?
- Does it tell customers how to buy from you?
- Where will people look when they look at your website?
- Is it professional looking?
All of these factors should be taken into account when designing your website.
Learn to have a more successful blog:
Blogs (like websites) attract and hold the attention of a reader for long periods of time, particularly if the words you choose to use are very carefully selected and used in a way that will hold the visitor’s attention. Some blogs build a strong following, and in so doing, develop into a potentially valuable marketing tool. Here are some other issues worth considering:
- Blogs are not static – you need to be contributing to them constantly to retain audience interest.
- It is important not just to contribute any old thing, your contributions as a blog author must grab the reader’s attention.
- A blog must be relevant and well written.
- You must create a dialog (interaction) with your readers - this is important in a business sense, not so important otherwise.
- A blog should not just be the end of it – your readers should be discussing your blogs with others – this extends your exposure exponentially throughout the blogosphere!
- Search engines see every blog as a new webpage – so (like a webpage) it is important to use keywords in a blog that will give you the best possible ranking (to hopefully appear on the first internet search page).
- Every time you write and post a blog – consider the traffic it will get and the ranking it will achieve – that way you can include words (in the heading for example) to optimize your chances of the greatest number of hits.
- Think about terms you might use if you were searching for your product online – it is likely others will also use the same terms.
- Don’t use broad keywords in the blog title as these will attract thousands or even millions of other blogs and websites. For example on a website ‘local plumber’ could bring up thousands of results. Whereas ‘Berwick plumber’ will bring up plumbers in Berwick. But don’t forget that the web is definitely world-wide so there may be several places called ‘Berwick’ in several countries and states, provinces etc. So you have to keep your keywords tight.
- Don’t use ‘stop words’ in your headline – these are words that in general writing connect words together to make sentences. In normal English usage they would be called conjunctions but they are called ‘stop words’ in computing language as they are filtered out of search terms and thus cause the program to stop when it reaches these words. There are literally thousands of stop words – simple examples are: the, is, and, at, on etc. You can find lists of ‘stop words’ very easily online.
Learn to be more effective with social media
You can get an indication of how effective social media is, by looking at the number of people reading and sharing something. The point of using keywords is to find the best way to improve user frequency.
Some social media sites will show you what is trending – for marketers this is very worthwhile information as you can gain an indication of what people do and don’t like. Some will have numbers of "likes", "friends", etc. listed. All such things are indicators of popularity/ influence
As with websites and blogs there are a range of ‘tools’ available to measure your popularity on social media. Your followers’ interactions, frequency of interaction and the relevance of your keywords to your site and your users are all measurable.
Anyone who works in a field of marketing needs to understand the consumer - who their customers are, and what they want. When it comes to manufacturing and selling products, one of the quickest way to go bankrupt is by accumulating stock and then hoping that the buyers will come. It is imperative to know who you are selling to so that you can meet their needs and demands.
Develop valuable and relevant skills in Internet Marketing
Studying the Internet Marketing course will help you develop skills and knowledge that you can apply to your business or area of work. Understanding principles of web based activities is crucial in the modern business world.
You can start the course at any time. As it is studied by distance learning, you can fit the studies around your existing work/life commitments.
If you would like to know more, get in touch with us today. Submit your questions to our highly experienced specialist Business and Management tutors today, or
Phone us on (UK) 01384 442752, or (International) +44 (0) 1384 442752.