Marketing is an essential element for a business’ success. Understanding the fundamentals of marketing and how to apply them to your industry, business, products, or services is the key to establishing long-standing relationships with your audience, generating revenue, keeping your customers informed, and building your brand and reputation. This Internet Marketing: Introduction online course uncovers strategic marketing concepts showing you how to ensure your brand, products, or services remain competitive in a rapidly changing global marketplace.

What are the aims of this Internet Marketing Course?

• To develop a capacity to use social media and other applications for marketing on the internet.
• Outline the possibilities for marketing any type of product or service effectively on the internet; in particular through the use of social media.
• Describe the use of psychological theory as applied to internet marketing.
• Determine an appropriate mix of online marketing techniques for a product or service, and how to properly utilise that web presence.
• Identify, discuss and compare the more effective applications that are currently being used in social media.
• Determine an appropriate online presence for the marketing of a product or service and know how to efficiently utilise that presence.
• Determine what content to create, how to create it and where to use it.
• Describe methods to develop and sustain effective online blogs and newsletters
• Develop a one year strategy for the online marketing of a new product or service.

Detailed Course Outline

This course is made up a number of lessons or units. Each of these has self assessment questions, a set task (practical homework) and an assignment which you can upload online.

There are 8 lessons in this course:

1. Introduction to Marketing

• • Introduction to Marketing
  • Marketing Orientation
  • Marketing Strategy
  • Key Elements of a Marketing Plan
  • Customer Needs Analysis
  • Needs Analysis
  • Consumer Behavior
  • Needs, Fears and Pain Points
  • Situational Influences
  • Emotions and Buying Behavior
  • The Marketing Mix
  • The 4P
  • Marketing Strategy
  • STP
  • Segmentation
  • Targeting
  • Positioning
  • Marketing Decisions
  • SWOT
  • PESTLE
  • Metrics and Marketing Performance
  • Regulations and Laws in Marketing
  • State and Local Laws
  • CAN-SPAM and Opt-Outs
  • Ethics and Marketing

2. The Marketing Mix

• • Identifying key characteristics of products or services
  • Estimating significance to the market
  • Reviewing the pricing policy
  • Analysing promotional methods
  • Gathering and analysing data
  • Integrated software systems
  • Measuring marketing performance
  • Calculating and considering costs
  • Using statistical techniques
  • Market trends and developments
  • Identifying and analysing customer service provision
  • Identifying the potential customer base
  • Considering consumer behaviour
  • Identifying and assessing environmental factors
  • Identifying consumer priorities, needs and preferences
  • Considering the variations
  • Ensuring marketing mix meets associated objectives
  • Evaluating the alteration of components

3. Market Research

• • Role of market research
  • Communicating to relevant personnel
  • Analysing enterprise planning and performance documents
  • Determining research needs
  • Consultation methods
  • Developing market research needs statement
  • Research objectives
  • Drafting objectives
  • Undertaking project scoping
  • Consulting with relevant personnel
  • Types of data required to inform objective
  • Combinations of data sets
  • Identifying data gathering methods
  • Evaluating data gathering methods
  • Identify consumer attributes for market
  • Consumer need for product or service
  • Quantifying required data
  • Making final decisions
  • Estimating resources for market research
  • Determining feasibility
  • Legal and ethical obligations
  • Privacy laws
  • Anti-discrimination legislation and ethical principles

4. Market Trends

• • Market analysis for business
  • Statistical analysis
  • Market trends and developments
  • Using the market trend analysis
  • Measures of central tendency
  • Measures of dispersion
  • Correlations in data
  • Comparative market data
  • Qualitative analysis
  • Business performance
  • S.W.O.T. analysis
  • Market analysis software
  • Relevant legislation applicable to marketing activities
  • Porter’s competitor analysis framework
  • Statistical analysis of competitor performance
  • Organisational products and services
  • Re-development or withdrawal
  • Forecasting techniques
  • Communicating your analysis outcomes
  • Reporting on your market data analysis
  • Documentation guidelines

5. International Marketing

• • Overview of International Marketing
  • Success and Failure of International Marketing
  • Market Entry and Research
  • Challenges in Market Research
  • International Marketing Environment
  • Exports
  • Direct Investment
  • Joint Ventures
  • Licensing and Franchising
  • Technology Focus
  • Technology trends of International Marketing
  • Demand Conditions5
  • Factor Conditions
  • Related and Supporting Industry
  • Global Economic Conditions
  • Free Market Economies
  • Protectionist Economies

6. Sustainable Marketing

• • Sustainable Marketing
  • The Objectives and Goals of Sustainable Marketing
  • The B-Corporation Certification
  • Traditional Marketing vs Sustainable Marketing
  • The Changing Demands of Consumers
  • Social Sustainability
  • Impact of Sustainable Marketing
  • Social Issues and Ethics
  • Environmental Issues and Sustainability
  • Effectiveness of Sustainable Marketing
  • Social Return on Investment
  • Formula for SROI
  • Interpreting and Presenting Results
  • Core Competencies
  • Opportunities
  • Limitations
  • The Future of Sustainability

7. Brand Management

• • What is brand management?
  • Brand Management as a Specialization
  • Introduction to Brand Architecture
  • The Origins of Brand DNA and Essence
  • Risks of Not Having a Brand Position
  • Brands and their Customers
  • Brand Equity
  • Brand and Market Share
  • Brand Awareness
  • Brand Ambassadors
  • Social Media and Brand Influencers
  • The Growth of Social Media
  • Brand Management Reports

8. Analyzing Consumer Behaviour

• • Gathering information about the market
  • Relationship between marketing plan and business plan
  • Identifying consumer attributes
  • Testing product features
  • Drawbacks to testing product features
  • Consumer need for product or service
  • Metrics for measuring marketing effectiveness
  • Planning based on consumer behaviour
  • Testing influences on consumer behaviour
  • Mapping the consumer journey
  • Anticipating demand for a new product or service
  • Capability to respond to demand
  • Presenting focus of appeal
  • Digital marketing
  • Modelling engagement conversations and intervention
  • Legal and ethical obligations
  • Privacy laws
  • Trade Practices Act Competition and Consumer Act
  • Costs for promotion of activities

When you have completed the lessons of your Certificate course, you will be given the option of taking the optional exam. It’s okay if you don’t want the exam, we still issue your Careerline Certificate. For Advanced Certificates however, the exam is compulsory (per module) and are included in the course fee.