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

Isabelle Quevilly
Strategic Planner, CloudRaker

Isabelle received a Master's in Communication and Multimedia. In 2003, she joined interactive agency Duke (Razorfish) as a Web Project Manager where she was responsible for managing web sites and digital campaigns such as McDonald's, Lacoste and PlayStation. In 2004, her entrepreneurial instincts pushed her to pack her bags and move to Montreal to immerse herself in the North American "can do" attitude.

With CloudRaker since 2005, Isabelle works closely with clients to ensure that their marketing and communications objectives are achieved through a careful balance of brand truths and overall marketing objectives.

As a strategic planner she is responsible for identifying key insights that lead to relevant, compelling, and unique campaigns. She works collaboratively with all the various disciplines within the agency (Creative, Technology, UX and Media) to develop digitally driven solutions. Isabelle also leads the social media team at CloudRaker from defining strategic angles to actual implementation and management. Isabelle has extensively worked with clients targeting women such as Lise Watier, L'Oréal, Lancombe Canada, Soia&Kyo, Mackage, ALDO Shoes, Yves Rocher Cosmétiques and much more.

Projects she conducted were recognized by the industry several times with 3 Digital Marketing awards, Webbie Award, Canadian Marketing Award, Ted Rogers Innovation Award and Boomerangs.

You can follow her on Twitter: @DigitalPlanner, on CloudRaker's blog: http://bit.ly/biN9uH and access her detailed profile through LinkedIn: http://www.linkedin.com/in/isabellequevilly