In a world where real online marketing expertise is scarce, the EMP certificate has become a sought-after qualification.

You will learn:

Doing Business Digitally:

This module gives you the skills and insights to build a powerful online strategy. For any business the internet presents unlimited opportunities to improve services, find communication synergies and efficiencies, conquer new markets, develop brands, build loyalty, excel at customer service, and grow profits and market share. You need an effective competitive strategy to make it happen.

Global trends in consumer behaviour * The online customer and their power to change you * Cutting through the techno-hype * The 10 key elements of an e-marketing strategy * Competitive digital strategy, planning, and implementation * The 10 stages of digital business evolution * Building a competitive e-marketing strategy * The 10 golden rules for online success * Setting strategic emarketing priorities * Where your best web traffic should come from * Internet marketing vs. traditional marketing * Budgets, metrics and performance

New Buzz Marketing Tactics:

This intensive module examines how best to use the engagement power of social marketing phenomena, and how these can be integrated with traditional online communication approaches. It examines online markets, clarifies the issues, and shows you how to jumpstart your use of the web as a vehicle for building profitable relationships with the online consumer.

Conversation marketing: the web as a communications medium * Advertising and PR in a social media world * Best web 2.0 tactics for branding and response * Key rules for engaging the new consumer * Using blogs, RSS, podcasting in PR and marketing * How to leverage social media for great search engine rankings * Creative ways to use online video as a marketing channel * Key evolution trends in mobile marketing * Integrating mobile with offline/online campaigns * Marketing with Facebook, MySpace and other social networks * How to exploit Facebook branded pages, groups, and widgets * Using the Britefire Social Marketing Lens to magnify and focus your online presence

E-mail Marketing

E-mail marketing done well gives you the best ROI of any online strategy. But it is fraught with technical, creative and logistical complications, and undermined by spam. It is essential for anyone with an online marketing responsibility to develop the knowledge and skills of a professional e-mail marketer. This module will do that for you.

Best practices, spam, ethics, and the law * Crafting e-mail marketing strategies and objectives * 8 steps to building a mailing list * Targeting, segmenting, and personalisation * Creative strategies for e-mail marketing * Viralising a campaign * Creating compelling subject lines * Tools for creating and managing e-mail campaigns * 3 major obstacles to success, and how to overcome them * 10 guidelines for successful layout, text and images * Planning for conversion * Metrics and improving e-mail campaign results

Search Engine Marketing

This module provides an up-to-date and thorough insight into search engine optimisation (SEO) and contextual search advertising. But it goes way beyond these tactics. SEM is the set of strategies and techniques that increase your visibility on search engine results pages, increase the click-through rates to your site, and maximise your conversion of visitors to customers. This module will give you the skills to do that.

Search engines demystified * 10 keys to search engine optimise (SEO) a site * Developing a search marketing strategy * Keyword research – the foundation of all online success * Common obstacles to search rankings * Linking strategies * How to create and manage a powerful pay-per-click campaign * Bidding strategies and search advertising * Designing landing pages that convert * Using metrics to a competitive advantage * A/B split testing * How to select and manage a SEM/SEO partner

Designing Websites for Business Success

While programmers and designers play a vital role in site design, they need to work within a framework that has been carefully crafted by a person or team that has a business perspective, typically a marketing executive or business manager. This module empowers marketing people to play a leadership role in getting a site designed right. It teaches a structured approach to website development, clarifies technical terms and concepts, and provides powerful methodologies and guidelines for making sure that the site you build delivers on business objectives.

The 13 requirements for a commercially effective site * Designing and testing usability * Defining personas and scenarios * Key rules of information architecture * Developing functional requirements * Defining content strategy and writing for the web * Converting visitors into customers * Choosing and managing a web site developer * The 7 step methodology for professional site development * Software tools for management/collaboration * Testing * Strategic metrics for measuring effectiveness and continuous improvement