Program Overview

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The eie Course on how to Develop Your Marketing Skills

Overall Programme Description

Learn how to use effective content and digital marketing techniques to support your objectives and maximize the return on your marketing dollars. Learn about principles and methods for showing, promoting, and selling products or services, including marketing strategies and tactics.

Skills

• Content Marketing
• Search Engine Optimization (SEO)
• Marketing Strategy
• Web Analytics
• Social Media Marketing

Mode of Delivery

Online through Self-Study.

Duration

14 hours

Assessment

Quizzes at the end of each Module

Certification

Digital Certificates at the end of Each module, and an eie Certificate of Completion (this is NOT an Academic Qualification or Academic Award. For an Academic Award, please visit our MQF Levels section).

Modules

1. Marketing Foundations

Ever wondered what it takes to think like a marketer? You need to think analytically across multiple disciplines and tell a compelling story that engages customers with your brand as well as the internal audience in your organisation. In this course, marketing expert, author, and professor Marta Dapena-Baron shares insights into the core concepts and fundamental skills that every new marketer needs to learn on day one. This course teaches you to use a valuable framework for analyzing the commercial activities of any organization that has brands and customers. Explore the basic building blocks of a marketing campaign, including brands, business category, customers, value proposition, and the elements you need to create an effective customer-brand experience. By the end of this course, you’ll be prepared to wield your new skills as a marketer and develop a strategic plan that tells a compelling story.

2. Digital Marketing Foundations

Learn how to promote your brand or business effectively online and develop a targeted marketing strategy that engages potential customers across the digital landscape. In this course, Brad Batesole articulates today's digital marketing techniques—including how to build a successful online marketing campaign across channels: Search, social media, email, and display. Learn how to build and connect with communities on social networks, the best practices for paid media, and discover what makes an email marketing campaign successful. This course also covers key digital marketing skills, like marketing analytics, content marketing, and customer engagement, as well as recommendations for expanding your digital marketing skill set. Upon completing this foundational digital marketing course, you'll be equipped with the essential skills and strategies to navigate today's digital landscape.

3. Google Universal Analytics Essential Training (2020)

Google Analytics is the industry standard for web analytics. This powerful tool provides the means to track, analyze, and report on site visits, marketing goals, and ad revenue generated from your site. This course explains how to use Google Analytics to better understand who your digital customers are, how they found your website, and how they engage with your site once they get there. This course covers the platform's out-of-the-box functionality, from account creation to reporting fundamentals. Instructor Corey Koberg explains how to glean insights from the vast array of data available: from averages and segments to trends and context.

4. SEO Foundations

Modern consumers navigate the world through search. From laptops, smartphones, tablets, and more, they search the wild and wondrous internet for the products and services they need. By mastering and leveraging the fundamentals of search engine optimization (SEO), you can ensure that your business pops up in these all-important search results. Join instructor David Booth as he covers how to make improvements that boost your website's visibility on search engines, attracting the right kind of traffic to the right pages on your site. Explore the basics of SEO, including how to read a results page and see how rankings affect businesses large and small. Discover how to implement foundational optimization strategies and techniques, including how to conduct keyword research, build internal and external links, optimize your pages and content, measure your successes and progress, and plan for a long-term SEO strategy. Additionally, learn specific SEO tips for ecommerce, local search, and mobile audiences to expand your reach.

5. Content Marketing Foundations

A well-crafted content marketing strategy can greatly increase visibility of your brand, help build credibility, and create an enduring relationship with your audience. Expert marketing consultant Brian Honigman explains content marketing concepts and benefits, then explores a step-by-step approach for organizations of all sizes to succeed with this strategic marketing approach. Brian covers how to create a content plan, choose content types, and develop an editorial calendar. He then explores how to write, edit, and design content, as well as how to choose the right mix of content and curate it for maximum impact.

6. Social Media Marketing Foundations

Social media dramatically altered marketing by allowing businesses to directly engage with customers and vice versa. Brands that stand the test of time will use these platforms to create fresh connections and build long-term loyalty. In this course, you can learn the basics of social media marketing. Instructor Brian Honigman—a top marketing consultant—explains why making an investment in social media can benefit your business. He shows how to define your audience and craft a social media strategy focused on your organization's goals. He also teaches you how to communicate effectively on leading social networks such as Facebook, Instagram, and Snapchat; drive results with paid ads; and measure your success.

7. Marketing Tools: Digital Marketing Tools and Services

As a modern marketer, you have a wealth of digital marketing solutions at your disposal. How do you determine which ones are right for you and your organization? In this course, marketing expert Anson Alexander digs into the tools available to you across the different areas of digital marketing, providing you with key insights along the way. Anson covers industry-leading solutions for social media marketing, email marketing, digital advertising, content creation, search engine optimization (SEO), and affiliate marketing. Upon wrapping up this course, you'll be better equipped to navigate the world of digital marketing and hone in on the best tools for your company.

8. Social Media Marketing: Strategy and Optimisation

View Martin's LinkedIn NewsletterLearn a three-step recipe for optimizing your social media marketing mix. Get a fresh perspective on your content, your choice of platform, and your strategy. Join digital communication strategist Martin Waxman for this illuminating short course that will get even the most experienced marketers out of a social media rut. Learn how to analyze what's working—and what's not—with SWOT analysis, and adapt your plan to capitalize on your strengths. Then Martin takes you through the types of social media content you can create on the various platforms and how they can help you achieve your brand's goals. Plus, learn how to turn strategy into action and create paid and organic posts and stories that engage your customers.

9. Building an Integrated Online Marketing Plan

Successful marketing is holistic: it considers every channel, from email to search to social media. It is also focused: on the business's core values, customers, and goals. What keeps all these moving parts in check? An effective strategy. Learn how to build an integrated online marketing plan for your organization, in this course with marketing expert Matt Bailey. Discover why a successful business strategy starts with you, namely your narrative and your value. Learn how to define your target customers, and understand where their needs and your business goals align. Find out how to evaluate the best channel for your message, whether it's Facebook, Twitter, Instagram, LinkedIn, or Pinterest. See how to develop a calendar for putting the right content in front of the right people at the right time. Plan for success by researching SEO, trending topics, annual content, and seize-the-day opportunities. Plus, learn how to think like a publisher; integrate content marketing into lead generation; and measure, model, and review your success.

After this course

Once you complete this short course, you might consider furthering your education with another short course but ending up with an academic qualification. We offer an array of Awards, which are considered as short courses (30 / 60 hours) but have an MQF Level and a number of ECTS's attached to them. These Awards are recognised by the Malta Further and Higher Education Authority (MFHEA).

You might also consider starting a full qualification such as a:

• Bachelor of Arts in Business Administration (MQF Level 6 - 180 ECTS)
• Undergraduate Higher Diploma in Business Administration (MQF Level 5 - 120 ECTS)
• Undergraduate Diploma in Business Administration (MQF Level 5 - 60 ECTS)

These qualifications are offered through Online or Classroom modes.