E-Marketing: An International Perspective

 To inquire more about our courses, you may call our Program Sales Officers at 830.20.50 or email us at cce-abib@aps.ateneo.edu.

Acquire time-tested strategies used in web, search, social, and mobile marketing. Examine unique strengths of digital marketing components, such as: generating innovative approaches to engage, motivate, and inspire buyer brand participation.

Building upon the basic principles of the marketing mix, you will explore the role that digital marketing plays in delivering consumer satisfaction when integrated with the product, price, place and promotional components. Theory and practice will be integrated throughout the course as you will demonstrate an understanding of the learning topics.

After the course, you will:
1.  Understand the impact digital communications makes on the brand, consumer, and competition;
2.   Utilize marketing strategy to determine a digital course of action;
3.   Use research to develop a digital tactic;
4.   Take a product or service to market using digital marketing;
5.   Identify user needs;
6.   Utilize digital marketing research to inform tactical decisions; and
7.   Learn how to best measure the results of digital promotion efforts.

This course is designed for marketing and business executives, advertising and promotions managers, and entrepreneurs who desire a deeper understanding of the strategic advantages of digital marketing.

I.      Examine the Changes to the Marketing Mix
        Discovery of various digital components
        Identifies the framework for digital marketing strategy

II.    Researching Digital: Web, Search, Social  and Mobile
       Overview of tools used to research: web, search, mobile, and social

III.   Defining the Digital Consumer
       Provides an understanding of how to do digital research to determine consumer digital behavior

IV.  Digital Competition
      Provides a framework of analyzing your digital competition

V.   Digital Metrics
      Examine digital metrics in terms of marketing objectives and costs

VI.  Evolution of Channel Distribution
      Explores usage of digital distribution

VII.Translating Ideas into Digital Strategy
      Explores translating ideas from an insight into digital strategy

VIII.Digital Future
      Provides a look at the future of digital marketing

is the Group Marketing Services Director of the Active Group. His field of expertise covers various aspects of marketing communications and marketing services like advertising, promotions, direct marketing, events management, public relations, traditional and non-traditional media, product launches and development of brand-building communication.

is the Chief Strategic Officer for Orange Insights (Boulder, Colorado, USA) and has 15 years experience in digital marketing and has worked for brands, such as Hormel, SPAM, SCJohnson, Reebok, Volvo, and L’Oreal.