Dublin Business School

The Internet is an increasingly important medium for businesses to use to communicate their products, brands and vision to their customers. This course provides an introduction to the concepts of marketing and explores some of the innovative approaches that have been taken in applying these concepts in the area of eMarketing

Please click here for Autumn 2009 timetable

Course Aims & Objectives

The course will cover both the prominent areas of eMarketing – such as banner ads & website promotion – while also reviewing the emerging elements of eMarketing – such as InGame advertising and social networking. In particular, the course will explore the current innovative marketing approaches that are being pioneered in Web2.0 – such as podcasting and blogging – that can offer a new and fresh channel for consumers to evaluate, understand and engage with products and services.

Upon completion of this course, students will have an understanding of the fundamental concepts of marketing combined with a firm grasp of how those concepts can and are being applied to technology.

Course Content

The course examines the following areas:

• An Overview of (Internet) Marketing Theory and Practice

Definition of Marketing. The 5 P’s of Marketing – Product, Place, Price, Promotion and Position, Theory versus Practice, Getting Buy-in for your Marketing Plans, Marketing Analysis, Marketing Planning, Internet Basics, Knowing Your Customers and Integrating Online with your Offline Marketing.

• The Internet and Web Sites

History and growth of the Internet, Recent Developments, Key terminology,  Understanding web site development. Types of Web Sites, Static, Ecommerce, Intranets, Extranets, Web Site Development, Microsoft© FrontPage, Macromedia© Dreamweaver, Examples of Good and Bad Websites, Page Design, User Interface, Site Navigation, Site Structure, Tracking Online Users.

• Search Engine Optimisation

Search Engine Overview, What is Search Engine Optimisation, Why do you need SEO?, The Current SEO Landscape, Overview of Keywords, Overview of Terminology and the Importance of Developing a Link Strategy.

• Pay Per Click Marketing

Overview of Search Engine Marketing - Pay per Click (PPC) Advertising , Google AdWords, Yahoo Search Marketing, Microsoft AdCenter and Setting up a PPC Campaign.

• Email Marketing

Introduction to Email Marketing, Online versus Offline Marketing, How to Build an Email Marketing Database and Creating Email Campaigns.

• Web Site Analytics and Measurement

Measuring Site Visitors, Numbers, Usage, Behaviour, History, Page Tagging, Log File Analysis, Definitions and Cookies.

• Relationship Marketing and CRM

What is Customer Relationship Management, Benefits of Online Relationships and CRM, One-to-One Marketing, Marketing Applications of CRM, CRM Technologies and CRM Products.

• Opt-In Lists, Affiliate Marketing, Ezines

What are Opt-In Lists, How to Increase your Subscriber Lists, How to Construct E-zines and Deliver E-zines.

• New and Emerging Internet Technologies

Viral Marketing, Blogging, Podcasting, Social Networking, Mobile Marketing and InGame Marketing.

Strategy

Developing a Strategic Internet Marketing Plan.These topics represent a broad overview of the most significant areas in eMarketing, providing an understanding of the conceptual underpinnings and practical issues facing those using technology to develop their business. The course is designed to encourage students to draw on their own experiences of marketing online and offline, and will require a high degree of student participation.

Assessment

To be awarded the Diploma in Internet Marketing, a student will be required to complete a written assignment (100%.)

Further information on how to apply is available here - http://www.supportingcareers.ie/exhibitors/overview/dublin-business-school