eMarketing Essentials Certificate (Online)


Online Anywhere, Anytime Learning!


NEXT CLASS BEGINS - 4/7/2014

Description:

Come get a fundamental yet advanced introduction to eMarketing, including improving email promotions, analyzing your web site traffic, doing search engine optimization, and how to successfully employ online advertising. Relevant for any type of organization, including businesses, companies, non-profits, and government agencies. No eMarketing experience or expertise is necessary. If you are already at an advanced level, your instructors are experts and can provide the latest most advanced information and answer your toughest questions.

Three one-month online courses; Dan Belhassen & Susan Hurrell, Instructors.


Directional Arrows Course Objectives

  • To provide participants with an overview and understanding of how web site analysis works and how Google Analytics enables web site managers to analyze their web site traffic.
  • To provide participants with the practical, how-to knowledge of how to analyze their web site visitor traffic, including analyzing traffic sources, top landing pages, top exit pages, number of visits, and bounce rates.
  • To provide participants with an overview and understanding of how email promotions work.
  • To provide participants with the practical, how-to knowledge of how to create, maintain and analyze an online advertising campaign.

Puzzle Pieces Course Outcomes

At the end of the course, you will:

  • Have an overall understanding of how Google Analytics works and how to analyze your web site visitor traffic.
  • Possess guidelines on how to track web page views, unique and returning visitors, exit pages and other web site visitor trends.
  • Know how to improve your web site strategies based on your current traffic and statistics.
  • Have an overall understanding of how email promotion works and how email promotions are delivered to people.
  • Know how keyword variations, related keywords, language and estimated click-per-pay statistics can improve your online advertising results.

Improving Email Promotions
Discover new ways to improve your email promotions, including when to email, what to email, and testing email copy. Then find out how to analyze your email response rates, including getting the bench marks for open rates and click through rates. Learn how to improve your email promotion and responses with tracking and testing. Get a basic introduction to email promotions. If you are advanced, your instructor is an email expert and can answer your toughest questions as well.

 outlineCourse Outline

Unit 1 - Why email marketing

  • Targeting promotions in the Internet Age
  • Return on Investment (ROI) for email promotions
  • The importance of permission marketing, relevant content, and opt-out options
  • Integrating email promotion with other kinds of marketing

Unit 2 - How email works

  • How commercial email vendors function
  • Analyzing Open, click through and conversion rates
  • Cleaning and updating email lists
  • How HTML and text emails differ

Unit 3 - Writing email copy

  • Writing a good subject line
  • Writing email body copy
  • Writing response and action copy
  • Design and formatting email promotions

Unit 4 - Testing and tracking emails

  • Frequency and best times to email
  • How to test different emails
  • Following up on inquiries
  • Creating a one year email marketing plan

Boosting Your Web Site Traffic
Acquire the basic skills to boost your web site traffic, including how to analyze your visitor traffic, how to use search engine optimization to get greater visibility and exposure in Google searches, and how to redesign your web site copy to increase your visitors and results. No experience necessary, but if you are at an advanced level, your instructor is an SEO expert and can answer your toughest questions as well.

 outlineCourse Outline

Unit 1 - Why web site analysis works

  • Why web site managers analyze their visitor traffic
  • Creating goals and objectives for your web site
  • Understanding the web site visitor experience
  • How data analysis can improve web site outcomes

Unit 2 - How Google Analytics functions

  • Setting up Google Analytics accounts
  • Analyzing traffic sources and visitor traffic
  • Redesigning pages to improve retention
  • Testing web site versions with Google Optimizer

Unit 3 - Search Engine Optimization

  • Understanding how page ranking and positions are determined
  • Redesigning the title bar, alt tags, heading area, and links your URL
  • Keyword density and rewriting web page copy
  • Strategies to improve your page rank

Unit 4 - Moving to Web 2.0

  • Generation Y and the Web 2.0 Attitude
  • Developing user-created content
  • Creating interactive web sites
  • The future of web sites

Online Advertising
Get the keys to making online advertising work for you and your organization. See how pay-per-click advertising with Google AdWords works.  Find out how to test low budget Adword campaigns. Learn how you can target local audiences. Then discover Facebook advertising and how you can determine the demographics and even numbers of people you want to reach. No experience necessary, but if you are at an advanced level, your instructor is an online ad expert and can answer your toughest questions as well.

 outlineCourse Outline

Unit 1 - The Evolution of Online Advertising

  • From mass marketing to targeted marketing
  • The role of search in online advertising
  • Return on investment for online advertising
  • Competing effectively with online advertising

Unit 2 - Creating Google AdWord Campaigns

  • Determining keywords
  • Selecting your AdWord territory
  • Understanding pricing strategies
  • Creating an AdWord budget and evaluation

Unit 3 - Improving Online Advertising Results

  • How SEO and online advertising complement each other
  • Testing keywords and related keywords
  • Using Traffic Estimator to improve keyword selection
  • Successful strategies in using online advertising

Unit 4 - Facebook Ads

  • Understanding Facebook uses and users
  • Using demographics to target Facebook Ads
  • Setting up Facebook Ads
  • Trends and future of online advertising

Question MarkAbout online learning

Online learning is a fun, enjoyable and very productive way to learn. Millions of people are learning online each year. You will engage with the instructor and other participants. You will get to know your instructor and other participants. You may make friends. 

GearsHow the Course Works

It is easy to participate in your online course. After you register, you will be given a web address to go to get into your online classroom.  You will have a password and use your email address and password to gain access.

Calendar Participate when you want

You can participate any time of day or evening. The online classroom is open 24 hours a day, 7 days a week. There are no live real-time requirements or meetings. You decide when you participate. For the best learning, participants should log into the course on 2-3 different days of the week.

ChecklistWhat you will do

  1. In the online classroom, listen to audio lectures, view slides, even take an optional quiz to test yourself.
  2. Then post comments in the online discussion with your fellow participants and the instructor.  Your instructor logs on at least once a day to answer questions and join in on the discussion.
  3. Readings are assigned for each day from the textbooks provided at registration.

  4. Participate any time of day or night. The ideal is to go online 2-3 times a day since they are week-long courses, but you decide.

Discussion Discussion

The Discussion for each Unit lasts one week. All comments are made in writing and can be made at any time of the day or night.

Your instructor will log into the Discussion area at least once a day and answer questions, make comments, and respond to comments by you and the other participants.

We encourage you to make 2-3 comments each week to maximize your learning and enjoyment of the course.

It’s easy! It’s fun.

 Mac MiniTechnical Requirements

  • Internet access with Internet Explorer; Firefox Mozilla; or Safari web browser.
  • Access to Flash needed for audio and slide presentations.
  • Speakers to listen to audio.

About Your Instructors

Dan Belhassen is an expert in eMarketing. He does writing, training, and consulting all over North America on the topic. He is founder of Modern Earth, located in Winnipeg, Manitoba, Canada. Modern Earth does a range of eMarketing for its clients, including email promotions, web site development, search engine optimization, and online advertising. Dan spends about 3 hours a day researching eMarketing and is a popular instructor on the topic.

Susan Hurrell is an Online Marketing specialist with Modern Earth, Winnipeg, Manitoba, Canada. She helps clients know how to connect web viewers to the products, services, or information they are searching for. PPC or Facebook ads, search engine optimization, and dynamic sell-copy creation are her specialties to help websites deliver measurable results in viewer conversion, and increase traffic driven by online marketing initiatives.


Who Should Attend:

Relevant for any type of organization, including businesses, companies, non-profits, and government agencies. Those with or without eMarketing experience.


 

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Schedule:

Spring Session: 4/7/2014 - 6/27/2014

(Late Registration Deadline -6/6/2014)

Course Outline
Improving Email Promotions: 4/7/2014 - 5/2/2014
Boosting Your Website Traffic: - 5/5/2014-5/30/2014
Online Advertising: 6/2/2014 - 6/27/2014

 

Tuition:

$495 for eMarketing certificate (all 3 courses) or individual course $195 each.