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Session 1 - Introduction and Basics
•Introductions & Course Overview
•History Of The Internet
•Who Is Online & What Do They Do Online?
•What Do The Statistics Tell Us?
•How Does The Net Differ From Other Channels?
•Strategic Approach to Digital Marketing

Session 2 - Strategy & the Internet
•Understanding Strategy vs. Tactics
•Corporate vs. Online Strategy
•Comparing Leading Views Of Online Strategy
•Building Your Online Strategy

Session 3 - Web Site Best Practices
•Web Site Best Practices
•Navigation & Usability, Design & Presentation, Content, E-commerce
•The Components Of Building, Branding & Maintaining A Successful Site
•The Essential Web Site Checklist

Session 4 - Social Media, Conversations, Community & Content
•What is Social Media?
•RSS/XML Feeds, Tagging and Sharing
•Marketing Through Social Media: Blogs, Podcasts, Wikis, Video
•Social Networks, Online Communities & Virtual Worlds
•Conversation & Content Strategy

Session 5 - E-mail Marketing & Getting To the Inbox
•E-mail Marketing Background & Strategies
•Building Lists & Permission
•Retention & Readership - Getting To the Inbox & Getting Read
•Inbox Effectiveness: Deliverability, Testing & Tracking

Session 6 - Search: Getting Found Online
•The Importance & Power Of Search
•Search Engine Visibility
•Search Engine Marketing

Session 7 - Online Advertising & Media
•What Is Online Advertising?
•'Traditional' online ads - Banners, Buttons and Pop-Ups
•Rich Media advertising
•Pricing Models & Delivery Options
•Targeting

Session 8 - Mobile Marketing
•Mobile landscape
•Stats & Research
•Mobile Tactics
•Audience engagement

Session 9 - Building Online Traffic
•What Is Viral, Buzz Marketing & Word-of-Mouth
•Media Allocations
•Cross-channel Marketing strategies

Session 10 - Web Analytics, Business Intelligence & Customer Intel
•Using the Net for Business Intelligence
•Understanding Web Analytics & Behavioural Measurement
•Getting Feedback Through Your Site And Through The Web
•Knowing and Helping Your Customers
•Tracking and Analyzing Customer Actions
•Using Database Marketing & One-To-One Tactics In The Online World

Session 11 - E-Commerce & Applying the Online Marketing Toolkit
•Putting It All Together
•Testing and Optimization
•Understanding Metrics That Determine Success

Session 12: Project Kick Start

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