Online Marketing Degree
with degree certificate from Allensbach Hochschule
.
Introduction
oNLINE MARKETING AS SUCCESS FACTOR
The area of marketing is undergoing a rapid transformation. Online marketing doesn’t only open new dimensions of communication, but also changes the marketing system as we know it.
From an accompanying channel, it has now become a dominant process that needs to be managed and led strategically. Every business needs employees who have a solid understanding of marketing in general and combine that with the special knowledge that online marketing requires. Holistic marketing has now become an existentially important area of the economy—online marketing provides a decisive advantage. The position of the online marketing manager is now part of a company’s executive management team.
Your Career Advantage
MMA-degree for Online Marketing
Use this extraordinary chance to further your career! Use your affinity for the Web to become an executive manager. The online marketing train is gathering speed, and you can be on it—if you have the right qualifications.
The Munich academy of marketing has an optimal concept to provide a career-enhancing education that honors the changing status of the ever-expanding field of online marketing. Our modular training structure combines knowledge, application, and practice.
We offer you an online marketing degree in 7 months. With our compact training course, you get a exceptional career boost. You won’t find a better invest in your own life.
MMA Top Upgrade – INTERNATIONAL MBA
The best advantage: You can take this training course and count it at the FH Wien WKW towards your International MBA in management and communications.
Additional Advantage
- The modular structure enables us to combine our degree courses, training courses, and seminars to work with each other.
- The educational measures offered by MMA in the area of marketing count towards your degree.
- You receive a financial advantage because 75% of the course cost is counted towards the cost of an Online Marketing degree.
- The online marketing degree course includes an MMA seminar, meaning further cost savings for you.
Let this efficient training course inspire you to get a dream start to your career in marketing.
Rahmenbedingungen
| Dauer | 7 Monate, davon 2 Monate Projekte |
| Zeiten | 12 x samstags, 9 bis 18 Uhr zusätzlich freiwillig ein kostenfreies Seminar aus dem laufenden Programm (siehe Website) |
| Gebühr | 5.900 EURO (0% Finanzierung möglich) |
| Upgrade MBA | 75% der Gebühren werden angerechnet. |
Content
Integrated Marketing Communication
The Basics
- Marketing-House/4-level model/brand activation matrix
- Levels of interaction, barriers, organization, communications
- Coordination and communications management
- Basics of corporate identity, public relations, and brand policy
Development of a Strategy
- Concepts of marketing
- Operational goals
- Selection of measures
- Internal online codex
- Integration of special marketing strategies
- Viral marketing, multi-channel marketing
- Cross-media campaigns, combi-marketing
- Guerilla marketing, event marketing
Media Planning
- Media and their reach
- Selection criteria for external services
- Cross-media campaigns with media convergence
- Integration into marketing mix
Client Acquisition and Retention
- The basics of customer relationship management (CRM)
- Target and target group definitions
- User retention, dialogue marketing
- Link building, forums, chats, blogs, traffic
ONLINE MARKETING TECHNIQUES
- The basics of information and communication technologies
- Using tools
- Data formats, compression technologies
- Programming language, information architecture
- Security systems, integrated data management
Internet
- Development towards new dimensions of information and communication
- Technical parameters, domains, hosting, provider, browser
- HTML, IP protocol, address space, e-mail
- Tracking, cloud computing
- Building networks, bandwidth
- VideoOIP, W3C, open sources, content
- Search engines, connectivity, ranking
Security Systems
- The risks of networks
- From firewalls to VPN, malware
- Virus and Trojan horses; safety, protection, and cleaning systems
- Spam prevention techniques, protective software
- Protection of intranet, hardware parameters on hard drives
- Backup systems, risk management
SOCIAL MEDIA MARKETING AS FOCUS OF DITIGAL MARKETING MANAGEMENT
The Social Media Principle
- Social media marketing campaigns
- Reputation management—acting and reacting
- Strategic integration into existing marketing mix
- Measuring success, viral marketing
- Best practices
Social Media Trends
- The biggest social media platforms
- Social media marketing target groups
- Success drivers and benchmarks
SOCIAL MEDIA STRATEGIES
Influencer Marketing
- Strategic use of influencers
- Tools to identify influencers
- Workflows for influencer management
Social Media Monitoring
- Brand monitoring
- Monitoring software to source leads
- Sentiment analyses, SOW analyses
- Issue analyses, setting up automatic reports
- Introduction to most important providers
Reputation Management
- User feedback
- Meaning of forums and question-and-answer portals
- Nielsen Trust
- Advertising study and its implications for marketing working on two levels
In-depth Look at the Most Important Social Media Channels
- Facebook, X, YouTube, Instagram, Pinterest, XING, LinkedIn
- Best cases, practical knowledge
- Tools and social media management consoles
- Setting up publishing plans
- Social media KPIs
Advertisement Managers
- Building Facebook ads
- Instagram ads
- XING ad manager
THE BASICS, USERS 3.0, AND MEASURABILITY (SOCIAL ROI)
- The basics of web control and log files
- Analysis of visitor behavior and introduction to most important KPI
- Click-stream analysis and analysis of funnels
- Where are website visitors are coming from and referrer tracking
- Conversion tracking and tracking of other goals
- Overview of most important service providers
CONTENT MARKETING AND BLOGGING
- Creating a virtual center of competencies
- Networking with partner platforms
- Unique content, business content
- User-generated content, content curation
- Content management systems, content seeding
SEARCH ENGINE OPTIMIZATION AND SEARCH ENGINE MARKETING
How Search Engines Function, Technical Background
- SEO overview
- Status quo of search engine optimization
- Google updates
- Keyword analyses
- How it works and tools, setting up keyword grids
- Keyword mapping
- On-page optimization
- Information structure
- Theme silos, code structure
- Meta tags, image SEO
- Semantic text optimization via wdf*idf analyses
- Content optimization and user signals
- Off-page optimization
- PageRank, Linkjuice
- Google Trust, backlinks
- Link earning
- Ranking analysis and setting up keyword monitoring
- Most important SEO tools
- Sistrix, Xovi
- Ryte, Link Research Tools, etc.
Google Ads
- Underlying basics
- Building a finely granulated campaign architecture
- Keyword research
- Writing ad text with impact
- Ad expansion
- Conversion tracking and Bid management
- GDN and remarketing campaigns
- Mobile ads, YouTube TrueView Advertising
- Lightbox ads
DESIGN AND USABILITY
UXO (User Experience Optimization) and Conversion Optimization
- How user-friendly IKT solutions increase productivity and customer satisfaction
- Persona-based design, anthropo-technique, cognitive walkthrough, eye tracking
- Offer characteristics, expectation conformity, interaction design information architecture
- Context sensitivity, interface design assist systems, mouse tracking
- Error exclusion, customer experience management, CSS framework, heatmap
- Side map, paper prototyping, screen design, software ergonomics, navigation
MOBILE MARKETING
- The basics of mobile technology
- Format, protocol, usage, VoIP, RSS, possibilities and developments
- Overview of mobile marketing channels
- Value chain, business models, security
- Adjusting marketing formats to the mobile web
FORMS OF ONLINE MARKETING
Affiliate Marketing
- Building and functions of affiliate programs, affiliate offerors
- Affiliate marketing systems, users, conditions models, branches, success factors
- Building your own affiliate programs
- Networking with partner platforms, unique content, business content
- User-generated content, content curation, content management systems, content seeding
Native Advertising
- Impact of digital advertisement, new formats to combat ad fatigue
- Advantages and characteristics of native advertising
- Technical aspects of native advertising (native ad server, multi device, automatization, scaling)
- Possible gear shifts (direct RON, channels, keywords), design and elements of native advertising
Display Advertising/Online Media
- Concepts and modulation of campaigns
- Forms on online advertising
- Interactive ads, advertorial, banderole ad, banner, billboard, blow up, content box, expandable format, fireplace, interstitial, layer ad, peel ad, pop-up ad, pop under, rectangle, skyscraper, post-roll ad, pre-roll ad, prestitial, sponsoring, tandem ad, tablet advertising, wallpaper
E-mail and Newsletter Marketing
- Definitions of terms and ranking within strategic relevancy of influencer marketing
- Difference between micro-, macro-, and mega-influencers
- Implementation of collaborations, influencer trends
- Content creation and collaborations content
- Finding the right influencer
- Tools for influencer marketing
- Legal basics
- Real-life examples
Media Rights
- DSGVO
- Copyright
- Personal rights and image rights
- Brand rights
- Competition law
- Internet-specific rights
- Liability
- Liability for disturbance
- Imprint liability
PRESENTING ONLINE MARKETING CONCEPTS
Individual Impact Potential
- Feedback, projecting energy
- Self-confidence
- Persuasiveness, self-assured appearance
- Body language, facial expressions, gestures, eye contact
- Voice, posture
Using Media Convincingly
- Mental preparation for a presentation
- Stressing important content
- Structuring a presentation, inviting listeners
- Addressing needs
- A beginning that raises interest
- The power of first impression
- Presentation design and central point of the message
- Problem-solving suggestions
- Line of argument, interest check
- Critical situations, spontaneous reactions
- Building consensus
PROJECT MANAGEMENT WITHIN ONLINE MARKETING
- Term, types of projects
- Management approach, project context analysis
- Project order, service planning, results planning
- Project structure plan, timeline planning
- Resource and cost planning, crisis management
- Project organization, communication structures
- Project culture, controls, project documentation
- EDV usage, project marketing
MONETIZATION OF THE INTERNET
e-Commerce and e-Payment
- e-commerce trends
- e-payment, pay per click
- Online stores—systems and possibilities
- Online stores—efficient growth
- Models to create value online
Background processes
- Automatization of processes
- Efficient business processes
- Where consumer goods systems and shop systems overlap
CLIENT PROJECTS
- Working on real client projects within the parameters of this course
- Client briefing, strategy, conception
- Planning, budgeting, implementation
- Controls, presentation, follow-up
- Possibility to work on student projects in class
Kunden-Projekte
- Im Rahmen des Studium werden echte Kundenprojekte bearbeitet
- Kundenbriefing, Strategie, Konzeption
- Planung, Budgetierung, Umsetzung
- Controlling, Präsentation, Nachbereitung
- Es besteht auch die Möglichkeit eigene Projekte zu bearbeiten.