Digital Marketing
This course has been developed to provide you with all the essential knowledge and skills in order to plan, execute and monitor effective digital marketing campaigns. You will explore the most effective tools, the latest techniques and applications for business promotion using all forms of digital advertising channels. You will investigate the power of digital marketing and how it can perform for your business requirements and meet your specific expectations. Your tutor will demonstrate the current main trends and how they can perform for you in the present marketing landscape. During this 10-week course you will study and develop an understanding of all the main elements of digital marketing, covering Search Engine Optimisation (SEO) and how it works, the essentials of Pay Per Click (PPC) advertising, types of online advertising, optimising AdWords campaigns, effective email marketing, viral marketing, online PR, affiliate marketing and organising effective social media communications, whilst observing best working practices, legislation, regulation and professional codes of practice. You will discover the power and growth of mobile media devices, web applications (Apps), and how to integrate these tools in your marketing campaigns. You will scrutinise different planning approaches and marketing environmental factors that influence online marketing activity. Analyse the way in which the Internet has changed the marketing mix elements and how organisations employ them creatively in the digital environment. Through demonstrations, lectures and practical projects, you will explore the relevant tools and concepts to measure and monitor an annual online marketing plan, Display & Banner Advertising. What you need to bring Notepad and pen, iPad or similar tablet device. Dates Autumn Term •Thursday 10th Oct - 12th Dec 2013 Spring Term •Thursday 16th Jan - 20th March 2014 Summer Term •Thursday 1st May - 3rd July 2014 Class size Maximum 12 students Course code LCDGM Duration: 10 Thursday evenings, 6-9pm Fees: £235