Course Outline

6 executive modules (one per month) will be run concurrently from London, Cape Town and Johannesburg. The primary goal will be to provide a detailed overview for Marketing, Brand, Sales and Technical Managers on how to leverage their companies' current digital activities.  Furthermore, the course will highlight new tactics that should be added to the online marketing mix.  All the course content has been developed with practical application and ROI in mind - ultimately equipping attendees with the skills to deliver superior results online. Digital marketing is not for the faint hearted but with the right information, planning and optimising your online strategy is a cinch.

The course unfolds as a Breakfast presentation once a month for 6 months, covering the following topics:

Module 1: Introduction to eMarketing, Web Development and Conversion Optimisation

If you build it (properly), they will come.

The Internet has become a major media through which companies can interact with existing and potential clients. It provides the opportunity to engage with consumers in a measurable and meaningful fashion, but to do so profitably you need to make sure your site functions in a way that will entice visitors to achieve your site's goals and objectives. Your website is not meant to be a fancy brochure, but a marketing machine that when designed and developed correctly, will have dramatic effects on brand awareness and the growth of your online sales.

This month's lecture will look at digital media as a means to successfully mastermind your online goals.  A website should be built to attract visitors, qualify them and deliver sales or leads.

If you are interested in learning how to build online marketing machines, sign up now.

London	Cape Town	Johannesburg
When: 30 Oct 2007	When: 27 Nov 2007	When: 31 Jan 2008
Time: 9-11am	Time: 9-11am	Time: 9-11am
Venue: 76 Portland Place	Venue: Veranda Restaurant, Metropole Hotel	Venue: Paros in Montecasino
Presented by: Rob Stokes	Presented by: Rob Stokes	Presented by: Rob Stokes

Module 2: Search Engine Marketing

(Including Search Engine Optimisation and Pay Per Click Advertising)

With as much as 90% of online traffic coming through the various search providers, and approximately 80% of online sales being driven directly through from search engines, Search Engine Marketing (SEM) has rapidly become the key component to any website's success.

This month's lecture will provide strategic understanding of both Organic Search (SEO) and Paid Search (PPC) and the key principles required to implement a successful campaign. Sign up now to find out what it takes to start driving targeted traffic to your website!

London	Cape Town	Johannesburg
When: 27 Nov 2007	When: 29 Jan 2008	When: 28 Feb 2008
Time: 9-11am	Time: 9-11am	Time: 9-11am
Venue: 76 Portland Place	Venue: Veranda Restaurant, Metropole Hotel	Venue: Paros in Montecasino
Presented by: Nic Ray	Presented by: Rob Stokes	Presented by: Rob Stokes

Module 3: Online Advertising and Affiliate Marketing

Online Advertising can be a highly useful marketing tool if it is implemented properly. It serves two important functions; it drives sales and is a valuable means of brand-building. Today, Online Advertising has evolved way beyond the early days of banner advertising and flashing buttons - new technologies have opened the door to an era of interactivity and creativity. The key to successful Online Advertising is to ensure that you are investing in a thoroughly thought out strategy that will give you maximum results.

Unlike standard Online Advertising where you often have to pay an upfront fee, Affiliate Marketing means you only pay for the results of your advertising. It makes sense then to ensure that your affiliate program is generating leads like it's going out of fashion and that you have a healthy association with all of your affiliates. This course will teach you exactly how to optimise these relationships.

The third installment of the executive course in conquering the online game will focus on the roles that Online Advertising and Affiliate Marketing play in increasing brand awareness, driving traffic and ultimately growing your online and offline sales. Sign up now to apply these principles to your website!

London	Cape Town	Johannesburg
When: 29 Jan 2008	When: 26 Feb 2008	When: 27 Mar 2008
Time: 9-11am	Time: 9-11am	Time: 9-11am
Venue: 76 Portland Place	Venue: Veranda Restaurant, Metropole Hotel	Venue: Paros in Montecasino
Presented by: Nic Ray	Presented by: Rob Stokes	Presented by: Rob Stokes

Module 4: Email and Viral Marketing

No one can dispute the value of an Email Marketing program as a means of building and maintaining a lasting relationship with your customers. It's not surprising that Email Marketing is the most used of all online services as it offers an incredibly powerful means of facilitating customer relationships and retaining consumers.

Viral Marketing utilises the interconnectivity of Internet users and when done correctly, can provide a return on investment unparalleled by any other eMarketing strategy. Whether your goal is to increase your database, build brand awareness or generate traffic to your site, Viral Marketing provides the platform to do so at an exponential rate.

Module 4 will focus on how to leverage Email and Viral Marketing to ensure that your company is always at the forefront of your consumers' minds. Sign up now to discover how these tactics will benefit your online strategy!

London	Cape Town	Johannesburg
When: 26 Feb 2008	When: 25 Mar 2008	When: 26 Jun 2008
Time: 9-11am	Time: 9-11am	Time: 9-11am
Venue: 76 Portland Place	Venue: Veranda Restaurant, Metropole Hotel	Venue: Paros in Montecasino
Presented by: Nic Ray	Presented by: Rob Stokes	Presented by: Rob Stokes

Module 5: Mobile Marketing and Online Legality Issues

Mobile phones have recently become a prominent information touch point. With the dramatic increase of web enabled mobile phones and high mobile usage it's clear that the mobile market is very lucrative. Mobile phones are increasingly being used to communicate with target audiences and their high penetration rates mean that the sooner companies start managing this communication stream the better.

This module will also cover the newly problematic legal issues. The Internet has rapidly been adopted as a means of marketing a brand to a massive audience and with the shift of everything to Web2.0 there have been a number of concerns raised around related legality issues.

Where do you draw the line around music, video and photo IP content uploaded to social networking sites? At what point does this become available for distribution in the public domain? And at what level should user information be protected from general access?

This session will explore both the massive potential within the mobile market and the legal aspects of eMarketing You will be provided with a solid grounding on where your company stands in relation to the law and the possible gains from a mobile marketing perspective. Sign up now to ensure you aren't bending the rules to the point of breaking them and are making the most of the rich mobile market!

London	Cape Town	Johannesburg
When: 25 Mar 2008	When: 28 May 2008	When: 29 May 2008
Time: 9-11am	Time: 9-11am	Time: 9-11am
Venue: 76 Portland Place	Venue: Veranda Restaurant, Metropole Hotel	Venue: Paros in Montecasino
Presented by: Nic Ray	Presented by: Allan Kent (mobile) Paul Jacobson (legal)	Presented by: Allan Kent (mobile) Paul Jacobson (legal)

Module 6: Social Media, Online Reputation Management and WebPR

Web2.0 has meant a dramatic shift in the way consumers interact with the Internet. Recent trends tell us that 25% of all customers trust the opinion of 'people like me' more than any other referral system or advertising (both on and offline).

But what does this mean for you and your company? Social Media provides a platform to interact with your target market, and a means to respond to the online conversations which are continually taking place around your brand. A solid Social Media plan will enable you to stay ahead of your competitors, because an ear to the ground means you'll always know what your consumers are after.

This lecture will provide you with the tools needed to devise a Social Media strategy that will ensure that you're never left out of the online conversation and are able to manage your online reputation. Sign up now to guarantee that you're up to speed on what's being said about your brand online!

London	Cape Town	Johannesburg
When: 29 Apr 2008	When: 24 Jun 2008	When: 31 Jul 2008
Time: 9-11am	Time: 9-11am	Time: 9-11am
Venue: 76 Portland Place	Venue: Veranda Restaurant, Metropole Hotel	Venue: Paros in Montecasino
Presented by: Nic Ray	Presented by: Rob Stokes	Presented by: Rob Stokes

Included each month:

• A hearty Breakfast while the course material is presented and discussed
• Comprehensive course notes
• A crap plastic pen (our focus is on the eMarketing)

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