This course is designed for someone with one to five years of marketing experience. By enrolling in this in-depth and empowering course, your career will benefit for years to come. E-Marketing is attracting the kind of individuals that are looking to expand their professional scope, individuals that are seeking thorough and comprehensive training with practical hands-on experience - the kind that will enrich their growing knowledge base.

CMA brings together a knowledgeable and technically advanced team of instructors, who share their insight and skills with you. When you complete CMA's Professional Certificate in E-Marketing, you prove to the world that you've mastered this challenging course and that you are ready to go to the next level. Now you can be confident that you are equipped with the latest tools to expand your career and play an increasingly valuable role in your organization.

• E-Marketing Course Requirements
• E-Marketing Course Outline
• E-Marketing Instructor

Course Requirements

Please note that registrants must have at least one year of work experience to enrol in this course. There is an attendance requirement in this course (student can miss a maximum of two classes with legitimate reason). The team presentation class and the final exam are mandatory. All coursework must be completed in the required timeframe. Coursework includes team assignments and a 3-hour written final examination (written online). Students must achieve a final overall mark of 60% and obtain a minimum mark of 50% on the final examination in order to qualify for a certificate pass. This course has a 99% success (graduation) rate.

E-Marketing Course Outline

The following is a general outline of the course content. The actual sequence of topics covered in specific sessions may vary somewhat, depending upon availability of guest speakers (if applicable) and delivery format of the individual instructor.

Session 1 - Introduction and Basics

• Introductions & Course Overview
• History Of The Internet
• Who Is Online & What Do They Do Online?
• What Do The Statistics Tell Us?
• How Does The Net Differ From Other Channels?
• Introducing the Online Marketing Toolkit

Session 2 - Strategy & the Internet

• Understanding Strategy vs. Tactics
• Corporate vs. Online Strategy
• Comparing Leading Views Of Online Strategy
• Building Your Online Strategy

Session 3 - Web Site Best Practices

• Web Site Best Practices
• Navigation & Usability, Design & Presentation, Content, E-commerce
• The Components Of Building, Branding & Maintaining A Successful Site
• The Essential Web Site Checklist

Session 4 – Social Media, Conversations, Community & Content

• Web 2.0 Overview
• RSS/XML Feeds, Tagging and Sharing
• Marketing Through Social Media: Blogs, Podcasts, Wikis, Video
• Social Networks, Online Communities & Virtual Worlds
• Conversation & Content Strategy

Session 5 - Assignment 1 Presentations

• Teams will present their analysis of two Canadian websites

Session 6 - Permission & Privacy

• Why Permission Matters Online
• Legal Aspects

Session 7 - Getting To the Inbox

• E-mail Marketing Background & Strategies
• Building Lists & Permission
• Content & Creative
• Retention & Readership - Getting To the Inbox & Getting Read
• Inbox Effectiveness: Deliverability, Testing & Tracking

Session 8 – Search Marketing

• The Importance & Power Of Search
• Search Engine Visibility
• Search Engine Marketing – Organic & Paid

Session 9 - Online Advertising

• What Is Online Advertising?
• 'Traditional' online ads - Banners, Buttons and Pop-Ups
• Rich Media advertising
• Pricing Models & Delivery Options
• Targeting

Session 10 - Building Traffic

• What Is Viral, Buzz Marketing & Word-of-Mouth
• Domain Names & Marketing URLs
• Cross-channel Marketing strategies

Session 11 – Business Intelligence: Web Analytics & Customer Analysis

• Using the Net for Business Intelligence
• Understanding Web Analytics & Behavioural Measurement
• Getting Feedback Through Your Site And Through The Web
• Knowing and Helping Your Customers
• Tracking and Analyzing Customer Actions
• Using Database Marketing & One-To-One Tactics In The Online World

Session 12 - Applying the Online Marketing Toolkit

• Putting It All Together
• Testing and Optimization
• Building An Online Marketing Plan
• Understanding Metrics That Determine Success

Session 13: Class Assignment - Building an E-Marketing Plan

• Teams will present their E-marketing plans to the class

Session 14: Industry Insider Roundtable

• Panel Discussion - we will be inviting a group of online industry marketing leaders to discuss both current successes and what they see in the future for online marketing

Course Instructor

Bryan Mavrow
Vice President, General Manager - Hot Tomali

Bryan Mavrow has been working in online business planning and eMarketing for fourteen years, ranging back to his development of the first, customer-serving, bctel.com, in 1996.

Throughout the dot.com years Bryan was Vice President of Marketing for Columbus Group, one of Canada’s most successful Internet professional services companies. In this role he led all company marketing efforts and planned great online customer experiences for clients including Tourism Vancouver, MEC, Colliers International, Kraft, and SC Johnson. Subsequently, Bryan spent five years as Director of eMarketing Planning for the resort giant, Intrawest, where he grew Web-based relationships with 10 million guests across 12 resort sites through the cycles of promotion, content engagement, and e-commerce. After Intrawest, Bryan brought digital marketing to the junk removal business as Vice President of Marketing for 1-800-GOT-JUNK?—he created local search strategies for over 200 franchises in every major city in North America and Australia, as well as developed a corporate social media strategy to evolve the already extremely successful corporate PR programs.

Currently, Bryan is VP, GM of Hot Tomali, a Vancouver integrated marketing agency that has deep roots in digital marketing and Website developments. Hot Tomali strives to harmonize marketing strategies across all online and off-line media with its clients, to ensure a consistent brand experience and measurable call-to-action.

Bryan is well-known in West Coast marketing circles: he recently served as president of the BC Association of Integrated Marketers, and is past-President of the International Internet Marketing Association. He has been a guest speaker across Canada on e-business topics, and this is his third year teaching the CMA E-Marketing certificate program in Vancouver.