This one-day course will provide a comprehensive introduction to the principles and practice of online marketing. In recent years, the Internet has emerged as a major channel for marketing, with new and established brands, businesses and organizations using email, websites and other new media as a means of communicating and strengthening relationships with customers and stakeholders.

The rapid growth in e-marketing has meant that a considerable amount of best practice has been built up, and much can be learnt from the success and failures of e-marketing campaigns. The course tutor will draw extensively on case studies and examples to illustrate principles and lessons, highlighting what can be achieved through well planned and delivered campaigns.

This course is intended for marketing and communication professionals, who wish to learn more about the opportunities, and also some of the problems, associated with e-marketing, and are seeking the knowledge and practical skills they need to develop and implement successful e-marketing plans.

Topics covered include:
- Overview of e-marketing
- Creating value online
- Major trends in e-marketing
- The power of interactive content
- Evaluating websites: how to assess your own and competitor sites
- Analysing the marketplace
- Understanding the online customer
- E-mail marketing campaigns
- Online advertising – what works?
- Creating an integrated e-marketing plan

Course Tutor

Ken McGaffin has over 15 years consultancy experience, first in general marketing, then multimedia. Since 1996, he has concentrated exclusively on e-marketing, working with both clients and their agencies. Over the years McGaffin.com has worked with major companies, government agencies and non-profit organisations, including: WWAV Rapp Collins, Pfizer, Novartis, Gala Group, Legal and General, Recruit Media, e-Consultancy.com, e-Hub.com, NMK, British Interactive Multimedia Association, Wired Sussex, Cancer Research, Business Link, Industrial Development Board, Welsh Development Agency and London Chamber of Commerce, as well as scores of small to medium sized companies.

Please note: Bookings made within three days of this course require credit card payment. Many thanks.