The e-marketing Master Course is delivered at Escola Superior de Tecnologia e Gestao de Lamego in Portugal by Dr Evangelos Moustakas
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Dr Evangelos Moustakas is a Lecturer at Middlesex University Business School in London and Chair of the Special Interest Group in e-marketing at the Academy of Marketing in the UK. He teaches under-graduate and post-graduate courses on e-marketing and innovative technologies, marketing communications and is in charge of Master Dissertation Projects in the Marketing Department. His research interests include e-Marketing, the use of SMS Technology for marketing and teaching, Digital TV Advertising, Unsolicited Commercial Communication (Spam), e-Learning, On-line Dispute Resolution (ODR) and e-Publishing. He closely works with the industry in his research as well as teaching activities. copied from : http://www.mdx.ac.uk/schools/bs/staff/academics/marketing/evangelosmoustakas.asp
Programa: Dia 1: * Introduction to e-marketing Introduction and Course Overview, Introducing the e-Marketing Toolkit, Traditional marketing vs. e-marketing. * Creating Effective Communications and Brand Building Strategies (offline/online) Generating Customer Interest, Desire and Action, Promotion, Traffic and Brand Building. Dia 2: * Core Elements of the e-marketing Plan/e¬marketing mix Determining Objectives and Marketing Objectives, Researching the Environment and Conducting a Competitor Analysis, Identifying your Customers, Targeting and Segmenting, Determining a Positioning and Branding Strategy. Dia 3: * Website Best Practices Website Design Issues, Site Structure, Content, E-Commerce, Navigation Usability and Usability Testing, Content and Content Management Issues, the Essential Website Checklist. * E-marketing: Implementation and Practice Basic HTML tags, Meta-tags for Search Engines, Search capability, Google Ad Words. * Business Intelligence and Customer Analysis Internet Marketing Metrics, Getting Feedback through the Website, Creating a Measurement Process, Site Effectiveness, Tracking and Analysing Customer Actions. Dia 4: * E-tools On-line Advertising, Banners, Buttons and Pop-Ups, E-mail Marketing Strategies, Content and Creativity, Web 2.0 Technologies, Interactive Digital TV, Digital Radio and Mobile Wireless Devices. Dia 5: * E-marketing Legal Issues Internet Marketing Metrics, Privacy and e-Marketing, Sensitive Information On-line, Data Protections Act, International Anti-spam Directives, E-Commerce Directives/Acts,
The e-marketing Master Course is delivered at Escola Superior de Tecnologia e Gestao de Lamego in Portugal by Dr Evangelos Moustakas
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