Online marketing course overview
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This document provides an overview of an online marketing course taught at IIT Bombay, Shailesh J Mehta School of Management. The course is taught by Mandar Marathe and consists of 6 parts covering topics like introduction, search engine optimization, social media, analytics, and mobile marketing. Students must complete an inbound marketing certification for 30% of the grade and work in a group on a course project worth 50% of the grade. The course also includes quizzes and optional certifications in areas like Google AdWords and Analytics.
Online marketing course overview
- 1. ONLINE MARKETING AS TAUGHT @ IIT BOMBAY, SHAILESH J MEHTA SCHOOL OF MANAGEMENT Online Marketing > Course Overview
- 2. About the Lecturer Mandar Marathe mandarmarathe.net +91-8879600206 mandar13@gmail.com mandar.marathe mandar13 /In/mandarmarathe
- 3. Professional Experience Director, Client Servicing & Office Head (Mumbai, India) October 2010 – Till date Technology Manager (Boston, USA) January 2008 – April 2010 Software Engineer(Pune, India) June 2004 – June 2006
- 4. Academic Background Master of Business Administration, December 2007. Bachelor of Engineering in Computer Science, June 2004.
- 5. Course Structure Part A Part B Part C Part D Part E Part F Course Mobile Introduction Get Found Convert Analyze Project marketing Presentations 3 6 3 3 3 4.5 hrs. hrs. hrs. hrs. hrs. hrs. Online Marketing > Course Overview
- 6. Part A: Introduction Digital Marketing Inbound vs. Outbound Overview Marketing • Digital Marketing overview • Class Debate • Components of Digital Media • Using your website as an • Online & Mobile marketing Inbound marketing machine trends in India • Introduction to Course Project + Inbound Certification Online Marketing > Course Overview
- 7. #IMU Inbound Marketing Certification from HubSpot http://www.inboundmarketing.com/university Mandaratory 30% Grade Online Marketing > Course Overview
- 8. Part B: Get Found Blogging SEO SEM Social • Components • SEO Basics • Introduction Media of a Blog • Case Study : to Google • Social media article Website AdWords channels & • Case Study improvement • Basics of strategy Discussion Setting up an • Case Study account Discussion Online Marketing > Course Overview
- 9. Add some SEM to your resume Google (PAID) http://www.google.co.in/intl/en/adwords/professionals/individu al.html Microsoft (FREE) http://advertise.bingads.microsoft.com/en-us/training Optional Online Marketing > Course Overview
- 10. Part C: Convert Lead conversion Lead nurturing & • Landing pages, CTA’s Email marketing and copywriting. • CRM • Class activity: Landing • Email marketing page evaluation • Class activity: Email design Online Marketing > Course Overview
- 11. Part D: Analyze Web Analytics Social Media Analytics • Introduction to closed loop • Facebook Insights marketing • Twitter Trends, Klout.com • Digital marketing • Online reputation measurement model management • Class learning: Hands-on Google Analytics Online Marketing > Course Overview
- 12. Google Analytics Certification http://www.google.com/intl/en/analytics/iq.html Optional Online Marketing > Course Overview
- 13. Part E: Mobile Marketing Components of Mobile Mobile marketing Ecosystem strategy • Mobile Devices • Targeting the mobile • VAS audience • Mobile Apps • Case Study discussion • WAP • Mobile search & display Online Marketing > Course Overview
- 14. Course Grading Components % of Grade Inbound Marketing Certification 30% Course Project (Group of 5) 50% Surprise Quizzes (2 or 4) 20% AdWords Certification Optional Analytics Certification Optional Above 90%: Grade A+ 80 to 90%: Grade A 70 to 80%: Grade B+ Above 60%: Grade B Online Marketing > Course Overview
- 15. Thank You! Online Marketing > Course Overview