Table of contents
Course Description --------------------------------------
3
The Online Marketing Corporate Bundle --------------- 3 Training Access & Duration -----------------------------
4
Course Outline ------------------------------------------
5
Marketing Techniques -----------------------------------
6
Course Materials ----------------------------------------
6
Instructor Background ----------------------------------
7
The Shaw Academy -------------------------------------
7
Ongoing Support ----------------------------------------
8
Appendix 1: Frequently Asked Questions -------------
8
2 Back to index >>
Course Description The purpose of the Online Marketing Corporate Bundle is to equip current employees with all of the skills necessary to continue his/her structured online marketing career and to vastly improve returns from any current online marketing activities. The types of online marketing, resource management, most successful media aspects and the software have all been chosen and developed specifically for you as the continually improving online industry. We have assisted, studied and learned from thousands of online marketers to date. It is as a result of this fact, coupled with our backgrounds and proven online marketing capabilities, that we have a unique insight into firstly why so many online marketing techniques are unsuccessful and secondly how we can not only mitigate those underperforming activities but also increase online marketing returns.
The Online Marketing Corporate Bundle The Online Marketing Corporate Bundle consists of: 1. 26 hours of live online training, offered through two distinct programmes with our most senior, proven specialised experts in Online Marketing.
We believe everyone deserves the opportunity to gain from our knowledge and experience, without having to go through the financial pain and time of self-education or huge costs associated with many other trainers “multiple course based” approaches. The courses typically cost at least double our offering.
2. Access to Video Recordings of all sections covered. 3. FULL online marketing techniques, with all methods fully explained and tested.
It is for that reason that we do not offer a ‘tiered’ approach with regard to our educational qualifications. We have created this course as a complete standalone programme showing all aspects of these techniques. All that remains is your application and we will assist you continuously.
4. Recommended Online Marketing Software tools specifically for these techniques to assist you in your development and implementation.
No hype, no predictions, just real training by successful online marketers.
3 Back to index >>
5. Comprehensive Materials setting out all principles discussed during both the Foundation and Advanced Diploma in Online Marketing programmes.
Furthermore, all of the live training examples, methodologies and content are recorded for you to access again and again, enabling you to perfect the techniques delivered.
6. Quarterly Online Marketing Reviews for 1 Year (further reviews beyond 1 year can be discussed).
The Foundation course is run over four weeks from 7 PM sharp to 8 PM (GMT), Mondays and Wednesdays as well as the first and third Tuesday of the month. The Advanced course is run over four weeks from 6.30 PM sharp to 8.30 PM (GMT), Mondays and Thursdays. At the end of each session there is time allocated for questions and answers in this live forum. Our industry experts will also be available for general questions in between each module to ensure all participants are fully up to speed.
7. Lifetime access to the Foundation and Advanced Programmes, via a subscription model* 8. Full Support – For the duration of the course, we are available continuously to answer your questions no matter how simple or complex they may seem. Once the courses have ended, further correspondence may also be conducted via a subscription model*. 9. Exclusive to The Corporate Bundle – If you have several employees interested in our training, we are willing to very much assist in terms of their individual and your corporate strategy overall for your companies’ eyes only. We will delve deep into your current marketing strategies and procedures, highlighting best practices and areas of improvement. Also, we have developed two separate courses in Excel and Sales for the corporate bundle, which if the purchase level is sufficient, we may include as an additional value add.
There is an extensive quantity of content to get through during course so please ensure you attend on time. If you are interested in developing a training catered specifically to your company, the above times will be determined during our conversations.
* contact Tom Hoff for more details
Training Access & Duration The courses are delivered live online, in high definition, utilizing the latest Citrix webinar software “Go to Webinar” with full interactivity with our experienced industry experts, through voice over internet protocol (VOIP), web chat and/or phone if you prefer.
4 Back to index >>
Course Outline (Foundation Course)
techniques illustrating exactly what is required for both on-site and off-site SEO. This also includes keyword research and development and also the interrelationship between usability, experience and content leading to increased rankings and successful strategy implementation.
1. The Foundation of Online Marketing 2. Web Development 3. Web Design 4. Tracking Success (Web Analytics) 5. Software as a Service (SaaS) 6. Pay Per Click Advertising 7. Online Affiliate Marketing 8. Search Engine Optimisation 9. Social Marketing and Online Reputation Management 10. E-Mail Marketing
14. Advanced Search Engine Optimization Management – exact proven techniques to grow popularity, connections and high authority inbound links organically. Effective SEO Management in our experience is crucial for sustainable online marketing success. This is mostly mismanaged through lack of structure but more often through lack of understanding. A strict, precise set of guidelines will be shown for either eventuality in order to increase online marketing returns.
Course Outline (Advanced Course) 11. Advanced Social Media Creation the white noise of social media isn’t just deafening, it’s fatal to the inexperienced, we show you why this is the case and how we profit from in-depth analysis to create sustainable social assets including LinkedIn, Google+ and Facebook. This section also includes a content creation master class and advanced online reputation management procedures practically outlining how to gauge and react to online sentiment.
15. Advanced Pay per Click Strategy Development – marketing of any type can be a bottomless money-pit. However this should not be the case with online marketing. Here we engage in PPC strategy development, setting out clear campaign goals and success metrics. Heavy emphasis is placed on PPC Keyword development and the competition paradox of online marketing is also fully explained and exploited.
12. Advanced Social Media Management – social media management is typically very poorly thought-out which inevitably leads to unmanageable procedures. Here, we demonstrate proven techniques to help you maximize your returns through prioritization, scheduling, evaluation and moderation strategies. This section also includes practical sample scripts which can be tailored for all occasions. If you do not have a social media strategy, you need our help.
16. Advanced Pay per Click Ad Copy and Landing Page Optimization – when engaging in any form of online marketing, no one technique is created in a vacuum. The whole online marketing mix implementation is far greater than
13. Advanced Search Engine Optimization Implementation – creating success on your terms. No grey areas, no excuses, simply black and white
5 Back to index >>
the sum of its individual parts. In this section we engage in landing page and competition analysis, optimizing the user experience and Ad Copy for Conversion. We assess success and failure through Google AdWords, Yahoo and Bing.
The reality is that competing in the online marketing arena requires hard work and demands dedication. On this programme we supply an extensive amount of practical content which is not available in one place anywhere else on the web. The bottom line is that the experience of proven online experts is invaluable to those seeking to employ strategies that work, but in order to truly benefit you do need to put the knowledge gained into practice to learn and develop – we will show you how.
17. Advanced Acquisition and Behavioural Traffic Analytics professional engagement with analytics is of huge importance to the wouldbe professional online marketers’ development. We have illustrated countless examples of how and when to use analytics to create sustainable profits and to make better business decisions. In this section we concentrate on analysing the traffic sources that meet your business objectives and internal analytics that shows how to interpret usage data and how to use that information to tailor your users’ experience.
Course Materials
All course supporting materials are supplied by the Shaw Academy. Course materials include: • All presentation contents in manual format • Online Marketing practical examples including screenshots where required • Third party information sources
18. Advanced E-Commerce Analytics - when all is said and done, knowledge is futile without ability to turn online traffic into online sales. We focus here on exact e-commerce tracking and loyalty applications in order to ensure no one leaves without fully understanding all theories, techniques and methodologies taught. This is further ensured through our post-course mentoring included in this program.
Our Proven Techniques
Advanced Diploma in Marketing Manual Comprehensive educational materials, including detailed text illustrating all issues discussed with additional examples of all points raised. This text has been excellently put together as a go-to reference guide and laid out in an extremely accessible manner with the needs of the individual constantly in mind.
The marketing techniques we teach at the Shaw Academy focus on practical execution, as opposed to the theoretical noise many businesses and marketers today so often fall victim to. The ability to recite dialogues of theories and methodologies is of little value without knowledge of the practical application which gives these theories meaning. Here at the Shaw Academy, we get practical very quickly.
6 Back to index >>
Advanced Diploma in Marketing – Course Director Matthew Wall – Director of Online Marketing
Online
have performed profitably in the online marketing arena for over 15 years. Our knowledge of Online Marketing is a culmination of our industry experts’ real world experience – we know what works, and we know why.
Matthew holds the position of Director of Online Marketing at the Shaw Academy, and works to provide assistance through education to all of the students enrolled in the course. His experience and holistic understanding of online marketing, combined with an approach grounded in big data, and a history of success separate him from all other educators in the field. He developed the Online Marketing Corporate Bundle to gear towards the budding professional or business owner looking to achieve measurable success.
Thirdly, we as educators know that having all of our expertise would be futile if we did not know how to effectively convey our strategies and techniques to the new or inexperienced online marketer, something which we have perfected. Having personally studied literally thousands of marketers’ techniques, we have learned lifetimes of online marketing experiences through theirs. It is as a result of these differentiating factors that we at the Shaw Academy have a unique insight into why companies fail all too often and how we can assist marketers better than any competitor.
Matthew is a currently a Ph.D. candidate at University College Dublin on the topic of gaming and identity. He holds an M.A. in Conflict Resolution with Distinction from Georgetown University (2010), and two B.A.’s with honours from the University of Missouri-Columbia (2008) in English and International Business. He has previously worked as the Head of Inbound for SoccerPro.com, one of the largest soccer retailers in the United States, and has a wealth of knowledge and experience running a retail focused web property. He is known as an innovator and draws upon his wealth of experience in the industry to offer the best online digital marketing courses available.
We also strive to provide concise comprehensive courses without the need for the student to attend multiple ‘levels’ with increasing price tags to reach ‘greatness’. Instead, we guarantee to provide on-going comprehensive support and assistance. This offering is quite unique and will be beneficial to the online company on an ongoing basis as the very nature of the Online Marketing industry is one of constant flux - those who don’t adapt are left behind. What the industry held to be true just 3 years ago has today been
The Shaw Academy Three core facts separate the Shaw Academy from all other educational providers: Firstly, we come from proven online marketing industry backgrounds. Secondly, in addition to our educational industry experience, the founders
7 Back to index >>
Appendix: Frequently Asked Questions
rendered virtually obsolete, and gaining access to the most up-to-date, relevant techniques will prove invaluable to the online organization seeking to stay ahead.
1. What is different about this course and other courses on the market?
Ongoing Support
Let us identify the three core differentiating factors. Firstly, this course is delivered by those who have come from real-world marketing backgrounds and have been operating successfully in the marketing industry for many years. Secondly, we are educators – we have fine-tuned our delivery of knowledge in a manner that promotes practical application of our teachings. Thirdly, our course is internationally recognised and has been accredited at Level 4 by NCFE, an awarding body recognised by the qualification regulators for England, Wales and Northern Ireland. The regulators are the Office of the Qualifications and Examinations Regulator (Ofqual) in England, the Department for Children, Education, Lifelong Learning and Skills (DCELLS) in Wales and the Council for Curriculum, Examinations and Assessment (CCEA) in Northern Ireland. The Online Marketing Corporate Bundle from the Shaw Academy is a valuable asset for any company looking to further their imprint within the Online Marketing industry.
Coaching – 2 hours one-to-one mentoring. This will be done via webinar or similar and is bookable in thirty minute blocks. These coaching sessions must be booked within 8 weeks of course completion in order to ensure the new marketer has properly grasped all concepts illustrated. If you have opted for a company specific corporate training programme, these coaching sessions will be discussed in more depth with Matthew Wall. The amount of mentoring in this programme will amount to over 2 hours of coaching.
Lifetime Access to the Advanced Diploma in Online Marketing Programme (Subscription) This will give each employee the ability to re-attend online as often as they see fit ensuring they fully grasp all methods shown. This will also ensure continued understanding of current market techniques relative to the techniques illustrated. This is something completely unique in the educational sphere and developed by us based on our understanding of the needs of new marketers for continued support.
2. I am new to marketing - is this course for me? This bundle is designed irrespective of the knowledge level of the marketer. All methods will be fully illustrated and we
8 Back to index >>
are extremely confident your experience or inexperience will not hinder your understanding of the methods shown. It is also worth remembering that we have developed these courses basing its core concepts on our thorough understanding of the needs of those seeking to succeed in marketing, and not specifically towards a particular experience level.
programme which we believe is suitable for those with limited time and experience. The accredited Diploma obtained upon successful completion of the course will differentiate you from your competition and establish you as an authority in Online Marketing - We look forward to having you participating in the Shaw Academy Advanced Diploma in Online Marketing Programme.
3. What makes the course worth the money?
Thomas Hoff (Strategic Partnerships Manager) Thomas.hoff@shawacademy.com
Our experience, time, effort and dedication to the development of this course easily justify the cost. The improbability of an individual being capable of amassing this level of information and real world experience for a lesser cost is quite the justification alone. We believe the alternative to doing our course is spending many years and more money in attempting to learn the techniques, or pay a third party a much larger amount to implement the techniques we can illustrate in a cost-effective manner within a shorter time period. The sign of a true expert is the ability to explain complex concepts in their area of expertise in an easily understandable manner to an unfamiliar audience; we have already proven we can do this. We believe great marketers can be made through great teaching, determination and practice.
The Bottom Line If you seek to improve your understanding of the industry from experienced marketers and educators you need to attend this course. Techniques illustrated have been fully tested and researched and will provide an excellent foundation with which to progress. We have succeeded in consolidating the most relevant information on this particular strain of marketing into one comprehensive
9 Back to index >>