Online Marketing Techniques, Search Engines, Social Media and Mobile

TEACHING UNIT 1. ONLINE MARKETING TOOLS

1. How to run an online advertising campaign.
2. Other forms of online promotion.
3. Leads.
4. Keyword selection.
5. Video marketing campaigns.
6. Email marketing.
7. Subject line length in email clients and email marketing campaigns.
8. Obtaining contacts and databases for email marketing campaigns.
9. Personalisation of the offering and permission marketing.
10. Permission marketing.
11. Viral marketing.
12. Affiliate marketing.
13. What is trade marketing?.
14. Key performance indicators (KPIs).

TEACHING UNIT 2. SEARCH ENGINE MARKETING

1. How search engine marketing works.
2. The difference between organic and paid search results.
3. Organic search or SEO.
4. How Google’s algorithm works.
5. Get your site to appear in Google search results.
6. Relevance of the content.
7. Choosing target words.
8. The importance of inbound links.
9. Google’s content quality standards. Technical guidelines.
10. A technique for getting linked to.
11. The importance of linking words.
12. Links and link text.
13. Internal links.
14. Presentation of the content. The importance of every detail.
15. Page density and keyword density.
16. Use of heading and emphasis tags.
17. Balance between code and content. Layout using layers and CSS.
18. Use of frames.
19. Redirects.
20. JavaScript and Flash links.
21. Cloaking or pages intended solely for search engines.
22. Useful Google commands.
23. SEM and Google AdWords.
24. Advertising placement and pay-per-click.
25. Keyword purchasing and SEM.
26. Performance-based advertising.
27. Ranking on Google Maps.
28. SERP monitoring tools.
29. Google Trends.
30. Google Trends self-study.
31. Google Reports.
32. Google Analytics.
33. Measure and analyse results.

TEACHING UNIT 3. SMO (SOCIAL MEDIA OPTIMISATION)

1. The origins of social media.
2. Social media.
3. Types of social media.
4. Social media marketing.
5. The Social Media Plan.
6. Social media strategies.
7. Social media campaigns.
8. General objectives of a social media campaign.
9. Crowdsourcing.
10. Measuring the results of a social media plan.
11. Social analytics and strategy.
12. Objectives.
13. IOR.
14. Impact of relationships.

TEACHING UNIT 4. SOCIAL MEDIA AS A MARKETING TOOL

1. Types of social media.
2. Why do social media marketing?
3. Viral marketing and social media.
4. Advertising on social media. Where, how and why.
5. Tools for creating and organising content on social media.
6. Facebook, MySpace, Tuenti, Twitter and YouTube, as well as other video and photo apps.
7. Professional social media platforms in Spain.
8. Other major social media platforms.
9. Social media management applications.
10. Geolocation on social media.
11. Social bookmarking – a visual explanation.

TEACHING UNIT 5. BLOGS AS MARKETING TOOLS

1. Blogs as a marketing tool.
2. My first steps with the blog.
3. The factors behind blogging success.
4. Match the concepts.
5. Yammer and wikis.

TEACHING UNIT 6. CONTENT SYNDICATION AND PODCASTING

1. Content syndication.
2. RSS.
3. Feed reader.
4. What sort of content can RSS provide us with?
5. How to gather RSS feeds.
6. Podcasting.
7. Personal news radar.
8. Lifestreaming.
9. Create our own RSS feed.
10. RSS directories.

TEACHING UNIT 7. MOBILE MARKETING, DIGITAL TELEVISION AND VIDEO ON DEMAND

1. Mobile marketing.
2. Ways to connect to the internet via your mobile phone.
3. Other mobile marketing applications.
4. Standard formats for mobile internet.
5. Mobile marketing.
6. Tips for a mobile marketing strategy.
7. SMS marketing.
8. Digital television.
9. Internet television.