Online Marketing Techniques (SEO,SEM,SMO)

n the new era of digital economy, business models have evolved and companies have an urgent need to be more and more competitive, which involves the adoption of new strategies based on electronic business.

This course provides with a theoretical and practical vision of how to increase the business volume of websites thanks to a correct positioning strategy within the principal search engines on Internet. The knowledge of the fundamental rules of web positioning will allow the students to make accurate decisions about E-marketing strategies.

Scenario:

In this program students will be playing the role of a consultant in the eBusiness Task Force at e-Postremo Consulting, a technology consulting company. Working in teams, they will develop an Online Marketing strategy, under the guidance of a mentor.

Before starting students will receive information on the company they will be working for, as well as their specific responsibilities. This information is sent via email by a fictitious boss, together with attachments and links to other resources. With the help of a mentor, the roles each student will play will be established, as well as the schedule and delivery dates of the results of the work. Support materials will be available and mentors will answer any doubt of the students to guide them.

In this particular project, students will help a company to promote their products in the most popular search engines (SEO), to create a marketing campaign in Google (SEM) and to choose the best social networks to create conversations and promote their brand.

This learning methodology does not use exams as an assessment method. In the real world, and in a real job, there are no exams. You simply deliver your results and presentations. For this course you will have to produce deliverables (written essays and results) to your mentor, and show the progress of your work with oral presentations. There are no exams, but a continuous assessment of the work.

Course leader

Mr. Marc Llebaria

Target group

Some attendees will have a basic awareness of online marketing practices and options, whilst others may be currently running or planning marketing campaigns and need to enhance their knowledge of internet marketing strategy and techniques.
Both groups are welcome!

Course aim

By completing this course, you should be able to:

Search engine optimization:

1.Understand how a Search Engine like Google works.
2.Identify why some sites are positioned higher than others.
3.Implement different techniques to rank higher in Search Engines results pages.
4.Understand how internal/On Page SEO works.
5.Implement internal/On Page SEO in your own Website.
6.Understand how external/ link building SEO works.
7.Implement link building strategies.
8.Understand the Google PageRank algorithm.
9.Make a good Keyword Research (valid for SEO and SEM)
10.Put the keywords correctly in your website
11.Understand the importance of Long Tail Keyword Phrases.

Search Engine Marketing:

1.Understand how Pay per Click Campaigns work.
2.Manage keyword listings on Google Awords.
3.Configure Google Adwords to target your business target audience.
4.Design and customize your sponsored ads.
5.Build correct landing pages for your sponsored ads.
6.Implement your own Google Adwords online marketing campaign.
7.Track your campaign results to maximize your ROI.
8.Learn to use contextual advertising

Credits info

Certificate of attendance is provided

Fee info

EUR 1200: Includes course fee, materials, activities and accommodation

Scholarships

Summer School Almere doesn’t offer scholarships for this course.