“If you are a marketing professional who wants to reach your buyers directly, you will likely encounter resistance from corporate communications people. They’ll say the old rules are still in play. They’ll say you have to focus on “the four P’s”. They’ll say you need to talk only about your products. They’ll say that the media is the only way to tell your story and that you can use press releases only to reach journalists, not your buyers directly. They’ll say that bloggers are geeks in pajamas who don’t matter. They are wrong.” David Meerman Scott, The New Rules of Marketing and PR.
“Trying to increase sales simply by driving more traffic to a website with a poor customer conversion rate is like trying to keep a leaky bucket full by adding more water instead of plugging the holes.” Bryan Eisenberg, Call to Action
“It is not the job of Search Engine Optimization to make a pig fly. It is the job of the SEO to genetically re-engineer the web site so that it becomes an eagle.” Bruce Clay
“SEO is by nature a cross-functional exercise. It involves many different departments, all working together towards a common goal. An SEO initiative severely tests the communication and cooperative capabilities of an organization. It requires Marketing, IT, product managers and often legal to all work together, and the faster they can do this, the more positive the results will be. In the most competitive categories, it’s a full out and ongoing war. The companies that can respond and adapt quickly will win that war. The ones mired in bureaucracy and butt covering will inevitably sink in the rankings.”
Gord Hotchkiss, President, Enquiro
This is a one-year programme , although you are permitted to do the programme over more than one year. There are two intakes: January/February and June/July .
Semester system: The modules comprising this course are offered on a semester (or six monthly basis – January to June and June to November – including registration). You can start the course in July in one year and end the course in June the next year. You may not register for more than three modules for any one semester. Notwithstanding this ruling and because of the amount of work involved, we strongly recommend that you only register for two modules in the first six months and for the last two modules in the second six months. Restricting registration to two (maximum three) modules means that the qualification cannot be obtained in less than one year. The reason for allowing students to do up to three modules in any one semester is for those students who fail a module in the first six months and wish to still complete the qualification in one year. They can then register for three modules in the second six months (the one that they failed and the two new modules) thereby enabling them to complete the qualification in one year. Obviously, the three module per semester ruling means that if a student fails both modules in the first six months, he or she will need to take a minimum of a further twelve months to complete the qualification. We recommend that you register for the modules in numerical order as there is a logical progression.
This one-year programme includes the following four modules:
- PEMK018 Introduction to E-marketing
In this module we put e-marketing into context with the broader field of marketing and provide you with various definitions and terminology that you will encounter in the e-marketing environment. We highlight the differences between e-commerce, e-tailing, e-marketing, e-business, and introduce you to the e-marketing environment. The relationship and challenges of managing the marketing mix as part of your e-marketing strategy are highlighted. We further focus on online marketing communications, online relationship building, generating publicity and community engagement. Finally, we examine the different types of e-marketing tools such as viral marketing, affiliate marketing, social media marketing, and briefly touch on web-based, search-engine, e-mail and mobile marketing which are addressed in more detail in the other modules.
- PEMK029 Web-based and search-engine marketing
In this module we examine the role of web sites as a marketing tool. We look at the different type of web sites and the importance of web usability in developing effective marketing-orientated web sites. We also introduce you to web site advertising and how to create and manage effective banner advertising campaigns. There will be some discussion on the role of e-marketplaces, digital malls, portals and other types of web-based marketing channels, with a particular focus on social media marketing. We then turn to the role of search engines in marketing and emphasise the importance of search engine optimisation. You will be shown what to do to run your own search engine optimisation campaign including the importance of building a community of reciprocal links. There is a special focus on Google adwords and Google analytics and we end the section by providing you with a framework to manage your web-based marketing efforts.
- PEMK03A E-mail and mobile marketing
In this module we introduce you to the world of e-mail marketing and show you how to create and run your email marketing campaign. You will be shown the key issues to focus on when writing marketing-orientated emails. The module expands on how to deal with email replies, how to develop your e-mail databank, the importance of opt-in marketing, and introduces you to some of the metrics associated with running e-mail marketing campaigns. Finally, the module turns to mobile marketing and introduces you to SMS marketing. You will be shown how to create and manage an SMS marketing campaign as well as how to link this campaign to your other e-marketing activities.
- PEMK04B Practical E-marketing Project
In this project you will be expected to actually develop and run a mini e-marketing campaign in order to put into practice those principles we have introduced you to. It is a pure hand-on project and will require that you don't just review the theory but develop a workable campaign.
The language of tuition is English.
Distance education (self-study/home study), supplemented by means of web-based articles, readings, tutorial letters, practical tasks and assignments.