Online Marketing Strategy
Introduction
E-marketing harnesses a range of tools, activities and disciplines that leverage the "connectedness" of communities of consumers to deepen customer relationships, build brands and grow businesses - online and offline. The Programme in Online Marketing Strategy of USB Executive Development in collaboration with Britefire has been designed to fast-track you through the vital process of mastering all the interconnected components of innovative professional B2B and B2C e-marketing.
What sets this intervention apart
More and more people are adopting online media to research their options, communicate among themselves, make decisions, and interact with their chosen suppliers. Whether your customers are businesses or consumers, it is essential to master e-marketing.
Professional e-marketing complements and strengthens traditional marketing, while its absence is a handicap. This programme will assist participants to:
- develop an ability to anticipate trends, think strategically, and act practically in every field of online marketing
- be able to apply effectively all the diverse interconnected components of online marketing
- appreciate and embrace the role of the internet in the broader context of business and marketing
- develop insights into the online consumer and the implications of web-dominated commerce for branding, promotion and customer relationships
- equip themselves with the knowledge and skills to excel as a digital marketing strategist.
Past participants’ comments
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"
Most fantastic learning experience reflecting on the online world of marketing. The presenter is most certainly the most up to date authority on where we've come from and where we are headed. Highly recommended!
" -Ryan Markus, Managing Member, Nikki Electronics CC (2009 participant)
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"
This programme opened up the field of online marketing and how to think strategically and apply its diverse components.
" -Jenny Terwin, Marketing & Communications Manager, Bureau for Economic Research (2009 participant)
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"
Very enlightening and informative. Anyone who wants to be part of the digital revolution needs to do this programme.
" -C. Chanda, Project Manager (2009 participant)
more comments
Who should attend
This programme is relevant for anyone with a marketing career who feels a need to upgrade his or her e-marketing knowledge and skills, while upgrading professional value in the eyes of employers or clients. For companies who provide e-marketing services to clients, having qualified employees demonstrates a professional level of e-marketing competency that differentiates them from their competitors.
Digital marketing is a senior marketing responsibility, not an IT responsibility. This programme is aimed at anyone who makes tactical or strategic marketing decisions, or has to interact with those who do, including: business strategists, marketing executives, product managers, analysts, advertising and PR executives, web developers, information architects, entrepreneurs, business developers, and media executives.
Admission requirements
It is assumed that participants comply with the following requirements: English language competence at NQF level 4. Sufficient ability to read and comprehend learning material, write assignments and follow/participate in discussions on management issues.
Contact person (Enquiries)
Laura Kirsten
Tel: +27 (0)21 918 4467
Fax: +27 (0)21 918 4478
laura.kirsten@usb-ed.com
How you will benefit
After successful completion of the programme, participants will be able to:
- lead e-marketing initiatives at a world-class level
- perform and excel as an e-marketing professional
- create and execute a digital business strategy
- manage the design of a customer-centric commercial website
- ensure that a site will be easily found through searches
- create and deploy successful cost-effective e-mail marketing campaigns
- harness the viral power of emerging buzz marketing media
Certification
On successful completion of the programme, participants will receive a certificate from the University of Stellenbosch.
Content overview
- Day 1: DIGITAL BUSINESS STRATEGY
This section provides a comprehensive understanding of the rapidly changing nature of business-consumer relationships. It clarifies the new marketing landscape here and abroad, explores the diverse components of online marketing, and teaches a step-by-step methodology for developing competitive strategies for digital business success.
- Day 2: SEARCH ENGINE MARKETING
The best qualified visitors to a website arrive as a result of searching. This section of the programme provides the insights and develops the skills needed to ensure your site is found online. You learn how to optimise a site for search engines (SEO), as well as how best to exploit "Pay Per Click" search advertising and contextual ad placement. - Day 3: DESIGNING WEBSITES FOR BUSINESS SUCCESS
A website is a business tool, and should be designed with customer insight and clarity of purpose. This section examines what makes a site usable, and teaches a 7-step methodology for ensuring that any online initiative is properly conceived and executed. - Day 4: E-MAIL MARKETING
E-mail offers a far higher return on investment than any other marketing tool, but it is fraught with technical, creative, legal and strategic complications. This section teaches the strategies, tactics and control mechanisms of successful e-mail marketing. - Day 5: NEW BUZZ MARKETING TACTICS
This section of the programme focuses on the emerging web communications media and how best to focus them for commercial success. It provides a practical guide to using social search systems, YouTube and other video servers, mobile devices, as well as Facebook and other social networks.
NQF complexity level
This programme is presented on the complexity level of NQF 6.
Date and Venue
2 programmes
- 19 - 23 April 2010
- 16 - 20 August 2010
Class times: 08:15 - 17:30
Bellville2 programmes
- 12 - 16 April 2010
- 4 - 8 October 2010
Class times: 08:15 - 17:30
Fees
R11 900
Fees include programme fees, programme material, lunch and refreshments, and are payable before the commencement of the programme.
Payment Policy
It is of utmost importance that USB-ED be formally notified in writing of cancellation 14 days prior to the commencement date of the programme.
A cancellation fee of 10% will be payable for cancelling fewer than 14 days prior to the commencement of the programme.
Please note that programme fees and dates are subject to change.
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