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Marketing
Strategic and operational marketing applied to the web
Old and new marketing strategies applied to the web.
The marketing mix
After defining a correct market strategy, you need to consider the logics, models and tools involved in operational marketing. In particular, a great deal of attention will be dedicated to product/service management, price policies, decisions related to communication and promotion, and product sales strategies.
Marketing services: CRM
This module analyses the basic elements involved in marketing services and the main topics of service management: organising operations, planning physical back-up, communication and price strategies. Finally, part of the module deals with the possibility of using the new media (first of all the Internet) to provide services.
Web marketing and advertising techniques: digital advertising and digital promotion
Techniques and strategies for promotional campaign management (start-up, implementation, improvement, updating).
New marketing tools: from traditional to one-to-one marketing
E-mail marketing, search marketing, viral marketing, affiliation marketing, keyword advertising, brand promotion, CRM marketing.
Web sites as a marketing tool: marketing methods and strategies
Developing customer-oriented web sites and strategies and techniques for improvement.
Drawing up business models
This module deals with all the processes linked to business strategy and as a consequence to business models:
defining products, services and information flows,
defining the technological set-up,
describing players and their roles,
describing the potential benefits for the various players involved,
describing sources of profit.
Communication
Aspects of traditional communication and innovation
Digital communication and areas where web communication can be used.
Creative presentation strategies How to get the creative message across effectively.
Planning on-line communication and measuring results
Processes and tools for planning communication and monitoring results.
Technology and competition in the new media
This module covers all the aspects linked to the web and the new media: from analysing the technology involved in the new media and the resulting competition to new marketing and web communication applications.
Measuring on-line audiences: innovative techniques
With the arrival of the new media on the Net there is now a growing need for research dedicated to penetrating the new forms of web communication and measuring Internet audiences. Now there are a wide range of innovative techniques for calculating on-line audiences: log analysis, sniffing tools, on-line questionnaires, etc. Nowadays, these techniques and measurements provide a knowledge base that is an indispensable tool for marketing strategies.
Legal matters: rules and regulations relating to the web
Web Design
The stages in creating a web site: management, development and usability
This module deals with setting up a web site, how to manage it and use it to communicate on the basis of the type of business model.
Web site layouts – providing information
Usability techniques and tests
Web site development
Web platforms: from web content management to e-commerce
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