Vernon Chalmers

Course Modules

Internet Marketing Fundamentals
Insight will be provided into marketing theory and application with a historic overview of the Internet's evolution into a contemporary marketing medium. The student will be exposed to the dynamic growth of Internet marketing and online advertising practices.

Various definitions and concepts will provide for an in depth understanding of how Internet marketing contributes to an organisation's and / or website's marketing and advertising tactics and effectiveness.

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Internet Marketing & Advertising Strategy
An in depth look into the elements required for successful marketing and advertising strategy. Internet marketing strategy and elements of various international and local organisations will be explored to identify Key Success Factors in preparing for an Internet marketing plan.

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Website Building & Configuration
In this practical module the concepts of a website as both medium and message will be explored by means of hands-on online configuration and customization. Each student will build his / her own fully functional website with focus on the following theory / applications:

• Website domain name selection and registration
• Understanding of website building elements
• Integrating business planning into a functional website
• Content / navigational / page / element structure
• Uploading of content / multimedia / Java elements

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Search Engine Optimization (SEO)
Importance and fundamentals of SEO will provide for the understanding of how to plan and structure a website for effective SEO. The following elements will serve as foundation to this module:

• SEO / Search Engine / Keywords fundamentals
• Preparing the website for SEO
• Google SEO and Analytics Tools
• Integrating code and building of back links

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Google Webmaster Tools
An in depth study, demonstration and application on how to optimize a website with Google and other SEO Tools.

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Internet Marketing Planning
With the knowledge and skills covered up to this stage the drafting of an effective Internet Marketing Plan will be facilitated to tailor a marketing plan for a specific organisation / product / service.

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Online Marketing / Advertising Deployment
This module will cover the combined elements of all the online and offline requirements to execute the marketing plan as drafted in the previous module. Features to be covered:

• Web publishing vs web advertising
• Affiliate marketing
• Google Adwords / Adsense
• E-mail marketing

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Web PR / Social Media
To understand and apply effective on / offline publicity enhancements. This module will provide insight into the following:

• Web PR
• Blogs
• Social Media
• Other ways to extend online reach / visibility
• Future trends

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Campaign Management
This module will provide an understanding for maintaining and updating current marketing and advertising deployments. Also covering the important aspects of research and various trend analysis.

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Performance Management
No campaign is complete without total vigilance over its success and original Return on Investment expectations. This module will provide for the the various measurements with reference to:

• Campaign Reach
• Keyword success
• Visits / Analytics
• Return on Investment

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References:

Books / Publications

• B2B.com Cashing in on the Business-to-Business E-commerce Bonanza
• Business E-volution
• E-Business and E-commerce Management
• Internet Marketing - Strategy Implementation and Practice
• The 11 Immutable laws of Internet Branding

Online

• Vernon Chalmers Website Provider
• Google Webmaster Tools
• Corporate global / local research
• Various software applications

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