Date:
Wednesdays,
March 31 – June 16, 2010
Time:
6:30 – 9:30 p.m.
Final Exam:
TBD
Regular Rates:
Member Rate, Single: $1895
Member Rate, Multiple*: $1760
Non-Member Rate, Single: $2435
Non-Member Rate, Multiple*: $2300
Mount Royal University
GST not included
*Two or more registrations must be received at the same time.
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.
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
Doug Lacombe
President, communicatto
Doug has over 20 years sales and marketing management experience. After graduating with a B.A. in psychology from the University of Saskatchewan, Doug started work at Saskatoon’s daily newspaper, The StarPhoenix. In 1995, after six years of successful sales performance in circulation and advertising, Doug pioneered the web publishing efforts of The StarPhoenix. He simultaneously pursued a Master’s Degree in Business Administration, graduating in 1999.
Convocation was the catalyst to pursue a new career in the newspaper software business, resulting in a whirlwind year of international newspaper web publishing consulting at net-linx Publishing Solutions (now Miles 33).
Returning to Canada in 2001, Doug joined TELUS Mobility and was responsible for product marketing of wireless data and voice solutions for enterprise class clients, including such things as TELUS’ first BlackBerry offering and the launch of the 1X network (TELUS’ initial move towards 3G).
In 2004 the siren song of the deadline and the lure of the news business drew Doug into the newswire industry, to Canada Newswire (now known as CNW Group), where by 2007 he rose to the position of Vice-President Western Canada.
In 2009 Doug formed his own company, communicatto that helps companies integrate traditional and digital PR and marketing. communicatto bridges the gap between social media and more traditional forms of communication.
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