Internet Marketing

What topics are covered by the course?

Internet marketing refers to the application of marketing principles and techniques via electronic media and more specifically the internet. The purpose of this course is to develop learner understanding of, and skills in, the use of the complex interactive digital media which comprise the tools of internet marketing. This area of study is subject to rapid rates of change with an immense array of continually developing technology converging and impacting on how e-business operates.

Internet marketing encompasses all the activities a business conducts via the worldwide web with the aim of attracting new business, retaining current business and developing its brand identity. Being able to use the internet for promotion is a core skill and this is covered in detail through search engine marketing. The topic of public relations through the internet is outlined as is the concept of the internet as a community.

This course also addresses the utility and importance of the internet for market research. Data from customer relationship management can be used to support internet market research. This research can, in turn, lead to improvements in customer relations by enabling the company to supply better products and services. An understanding of these areas is therefore required.

To be able to research and design an internet marketing plan is an essential skill and learners will explore, the steps involved in drawing up these plans. This activity will bring together the skills covered in this unit.

Who should attend?

Directors of companies who want a better understanding of online marketing, or simply feel that they should be getting more out of it; and/or those responsible for marketing on a day to day basis. The course is of much use to someone totally new to Internet marketing as it is to someone with a considerable experience looking to find simplicity in an increasingly complex landscape.

What will I be able to do on completion?

On successful completion of this course a learner will:
1) Understand marketing through the internet
2) Be able to use the internet for promotion using digital marketing communications
3) Be able to produce market research to support customer relationship management
4) Be able to design an internet marketing plan.

How will I be assessed?

Assessment criteria for pass:
LO1 Understand marketing through the internet.
1.1 explain the elements of internet marketing
1.2 evaluate the internet marketing mix
1.3 compare internet marketing tools e-tools
1.4 examine interactive order processing
LO2 Be able to use the internet for promotion using digital marketing communications
2.1 demonstrate the mechanics of search engine marketing
2.2 write the copy for a suitable opt-in email marketing newsletter
2.3 follow guidelines for best practice in online public relations
2.4 demonstrate how businesses can use new digital media communities, e.g. file-sharing sites
LO3 Be able to produce market research to support customer relationship management
3.1 conduct secondary market research
3.2 design an online survey
3.3 demonstrate the use of electronic customer relationship marketing
LO4 Be able to design an internet marketing plan
4.1 produce an outline internet marketing plan
4.2 create a presentation on pay per click advertising.

Guide Price: 275

Delivery: Online
Category: Marketing »
Duration: 150 Hours
Qualification: QCF level 5 Certificate

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