Online Marketing Manager
Free
Curriculum
- 10 Sections
- 410 Lessons
- 24 Weeks
Expand all sectionsCollapse all sections
- Marketing30
- 3.11. Introduction
- 3.22. Definition & Features
- 3.33. Tasks of Marketing
- 3.4Preliminary Consideration: Introduction – Determination of the marketing situation
- 3.5Preliminary Consideration: Define Marketing Goals
- 3.64. Marketing Tools
- 3.74.1 Product Policy
- 3.84.2 Pricing Policy
- 3.94.3 Communication Policy
- 3.104.4 Distribution Policy
- 3.114.5 New Marketing Mix – think in 4 Ms instead of 4 Ps?
- 3.125. Online Marketing in the Marketing Construct
- 3.136. The Marketing Plan
- 3.146.1 The Situation Analysis
- 3.156.1.1 SWOT Analysis
- 3.166.2 Market Analysis
- 3.176.3 Marketing Goals
- 3.186.4 Marketing Budget
- 3.196.5 Marketing Measures
- 3.206.6 Controlling & Monitoring
- 3.216.6.1 Market Research for Data Collection
- 3.227. Customer Lifecycle
- 3.238. Customer Experience Management
- 3.249. Customer Journey
- 3.2510. Marketing Personas
- 3.2611. Inbound Marketing
- 3.27Podcast
- 3.28Bibliography
- 3.29List of Tables and Figures
- 3.30Questions of Understanding – Module Marketing6 Questions
- Online Marketing54
- 4.11. Welcome
- 4.22. Definition & Features
- 4.32.1 Advantages and Disadvantages of Online Marketing
- 4.42.2 Instruments in Online Marketing
- 4.53. Corporate Website
- 4.63.1 The Start Page / Home Site
- 4.73.2 The Microsite
- 4.83.3 Landing Page
- 4.93.4 The Domain
- 4.103.5 Creation of a Corporate Website – 3.5.1 Functions of a Website
- 4.113.5.2 Define Target Group
- 4.123.5.3 Design of the Corporate Website
- 4.133.6 Corporate Identity / Corporate Design
- 4.143.7 Responsive vs. Mobile Output
- 4.154. Online PR
- 4.165. Content Marketing
- 4.175.1 Corporate Blog
- 4.185.2 Storytelling
- 4.196. Search Engine Marketing (SEM)
- 4.206.1 Search Engine Optimisation (SEO)
- 4.216.2 Search Engine Advertising (SEA)
- 4.226.3 Summary of SEM
- 4.237. Mobile Marketing
- 4.248. Display Advertising/ Banner Advertising
- 4.258.1 Standard Advertising Formats (sizes)
- 4.268.2 Banner Types
- 4.278.3 Advantages of Banner Advertising
- 4.288.4 Disadvantages of Banner Advertising
- 4.299. Affiliate Marketing
- 4.309.1 Tracking Methods
- 4.319.2 Partner Programs/Networks
- 4.3210. E-Mail Marketing
- 4.3310.1 Strategic and Tactical Measures
- 4.3410.2 Advertising E-Mails as Unreasonable Harassment
- 4.3510.3 Exceptions for Existing Contact
- 4.3610.4 Consent for the Newsletter
- 4.3710.5 Customer Databases for E-Mail Marketing
- 4.3810.6 Advantages and Disadvantages of E-Mail Marketing
- 4.3910.7 Mobile E-Mail Campaigns
- 4.4011. Viral Marketing
- 4.4112. Voucher Concepts and Couponing
- 4.4213. Guerrilla Marketing
- 4.4314. Social Media Marketing
- 4.4414.1 Social Networks
- 4.4514.2 Social Media Advertising
- 4.4614.3 Social Media – Video Marketing
- 4.4714.4 Social Bookmarks
- 4.4815. Influencer Marketing
- 4.4916. Slow Marketing
- 4.5017. E-Commerce
- 4.5117.1 Price and Product Search Engines
- 4.52Bibliography
- 4.53List of Tables and Figures
- 4.54Questions of Understanding – Module Online Marketing6 Questions
- Search Engine Marketing25
- 5.11. Welcome
- 5.22. Definition & Features
- 5.33. Major Search Engines
- 5.44. Search Engine Optimisation
- 5.55. Search Engine Advertising
- 5.65.1 Target Page Optimisation
- 5.75.2 Google Ads
- 5.85.3 Google AdSense
- 5.95.4 Google My Business & Google Maps
- 5.106. Keywords
- 5.116.1 Research using Search Recommendations – Google Suggest
- 5.126.2 Keyword Database Research
- 5.136.3 Branded Search & Voice Search
- 5.146.4 Good Advertising Copy and Optimally Placed Keywords
- 5.156.5 Amount of indexable Text
- 5.166.6 Optimal Keyword Density/ WDF*IDF Analysis
- 5.176.7 Keyword Prominence
- 5.187. Choosing the URL
- 5.197.1 Registering a New Domain
- 5.207.2 Buying an Existing Domain
- 5.218. External Linking and Backlinks
- 5.229. Controlling the Costs of Marketing Measures
- 5.23Bibliography
- 5.24List of Figures
- 5.25Questions of Understanding – Module Search Engine Marketing6 Questions
- Search Engine Optimisation38
- 6.11. Welcome
- 6.22. Search Engines
- 6.33. Search Engine Optimisation
- 6.44. OnPage Optimisation
- 6.54.1 Domain and URLS
- 6.64.2 Crawler Control
- 6.74.2.1 Robots.txt
- 6.84.2.2 Sitemap.xml
- 6.94.2.3 Indexing
- 6.105. Keyword Research – 5.1 Keyword Arten
- 6.115.1.1 Short Tail Keywords
- 6.125.1.2 Long Tail Keywords
- 6.135.1.3 Commercial Keywords
- 6.145.1.4 Transactional Keywords
- 6.155.1.5 Informational Keywords
- 6.165.1.6 Navigational Keywords
- 6.175.2 Keyword Research – 5.2.1 Keyword Research with Google Ads
- 6.185.2.2 Research by Search Recommendation – Google Suggest
- 6.195.2.3 Research Using Keyword Databases
- 6.206. Content Optimisation
- 6.216.1 Dealing with Duplicate Content
- 6.226.2 Google Search Results and Snippet Optimisation
- 6.236.2.1 Structure of Google Results Pages
- 6.246.2.2 Search Results (Snippets)
- 6.256.3 Image SEO
- 6.266.4 Internal Linking
- 6.276.5 Page Load Time and Mobile Optimisation
- 6.286.6 SSL Encryption
- 6.297. OffPage Optimisation
- 6.307.1 Nothing Works without Hyperlinks
- 6.317.2 Link Building / Inbound Marketing
- 6.327.3 Bad Neighbourhood
- 6.337.4 Learning to Distinguish the Links
- 6.347.5 Social Signals
- 6.358. Summary of Google Ranking Factors 2021
- 6.36Bibliography
- 6.37List of Figures
- 6.38Questions of Understanding – Module Search Engine Optimisation6 Questions
- Google Ads66
- 7.11. Welcome
- 7.22. What is Google Ads?
- 7.33. Sign in/ Create Ads Account
- 7.44. Registration
- 7.54.1 Google Ads Account Confirmation
- 7.64.2 Submitting Payment Information
- 7.75. Account Structure
- 7.86. Areas of the Google Ads Account
- 7.96.1 Overview
- 7.106.2 Recommendations
- 7.116.3 Campaigns and Display Groups
- 7.126.4 Ads and Extensions
- 7.136.5 Reports
- 7.146.6 Planning and Measurement
- 7.157. Creating a Campaign
- 7.167.1 Campaign Type and Campaign Goals
- 7.177.1.1 Search Network Campaigns
- 7.187.1.2 Display Network Campaigns
- 7.197.1.3 Other Campaign Types
- 7.207.2 Campaign Settings (Options)
- 7.217.2.1 Advertising Networks
- 7.227.2.2 Target Group
- 7.237.2.3 CPC Bid
- 7.247.2.4 Daily Budget
- 7.258. Customising Campaigns – 8.1 Targeting by Keywords
- 7.268.2 Targeting by Region and Language
- 7.278.3 Alignment by Time of Day
- 7.288.4 Customise Campaigns – Fees and Costs
- 7.298.4.1 Billing Options
- 7.308.4.2 Timing and Frequency of Billing
- 7.318.4.3 Viewing your Charges and Invoices
- 7.329. Basics of Display
- 7.339.1 Components
- 7.349.2 Ad Title
- 7.359.3 Description
- 7.369.4 Displayed Path
- 7.379.5 Final URL
- 7.389.6 Ad Extensions
- 7.3910. Where does the Ad appear?
- 7.4010.1 Checking the Ad Release
- 7.4110.2 Ad Position
- 7.4210.3 Your Ad does not appear?
- 7.4310.4 Previewing your Ad
- 7.4411. What is the Relevance?
- 7.4511.1 Why is Quality Rated in Ads?
- 7.4611.2 Characteristics of High Quality Ads
- 7.4712. Influence of Quality Rating on Price
- 7.4812.1 Basic information on the Quality Factor
- 7.4913. Tips for Successful Ads
- 7.5014. How Keywords Work
- 7.5114.1 Keyword Quality
- 7.5214.2 Keyword Bids
- 7.5315. Tips for Successful Keywords
- 7.5416. Performance Evaluation
- 7.5516.1 Ad Performance
- 7.5616.2 Keyword Performance
- 7.5717. Determining Profitability
- 7.5818. Remarketing
- 7.5919. Google Analytics
- 7.6020. Performance Optimisation – Ads
- 7.6121. Performance Optimisation – Keywords
- 7.6222. Performance Optimisation – Account Structure
- 7.6323. Performance Optimisation – Website
- 7.64Bibliography
- 7.65List of Tables and Figures
- 7.66Questions of Understanding – Module Google Ads5 Questions
- Google AdSense16
- 8.11. Welcome
- 8.22. Definition & Features
- 8.33. Log in
- 8.44. Functions
- 8.55. Ad Creation
- 8.66. What is AdSense for Search Results pages?
- 8.77. Ad Management
- 8.88. Display Network Ads
- 8.99. Link Ads
- 8.1010. Video Ads
- 8.1111 Native Ads
- 8.1212. Performance Reports
- 8.1313. Optimisation
- 8.14Bibliography
- 8.15List of Tables and Figures
- 8.16Questions of Understanding – Module Google AdSense6 Questions
- Usability42
- 9.11. Welcome
- 9.22. What is Usability?
- 9.32.1 Actors and Roles
- 9.42.2 Personas/ User Profiles
- 9.52.3 User Experience (UX)
- 9.63. Basic Visual Structure
- 9.73.1 Clear Text and Menu Structure
- 9.83.2 Navigation
- 9.93.3 Visual Design
- 9.103.3.1 Colour and Style
- 9.113.3.2 Images and Icons
- 9.123.4 General User Guidance
- 9.134. Managing the Flow of Visitors
- 9.144.1 Visitor Expectations and Perceptions
- 9.154.2 The Standard Visitor
- 9.165. Design Laws of Visual Perception
- 9.175.1 The Law of Proximity
- 9.185.2 The Law of Similarity
- 9.195.3 The Law of Cohesion
- 9.205.4 The Law of Conciseness
- 9.215.5 The Law of Continuation
- 9.225.6 The Law of Symmetry
- 9.235.7 The Law of Experience
- 9.246. Common Errors
- 9.256.1 Text
- 9.266.2 Pictures
- 9.276.3 Formal Terrorism
- 9.286.4 Missing Contact Details
- 9.297. Choosing the Right Words
- 9.307.1 Semiotics for Beginners
- 9.317.2 Semantics for Advanced Users
- 9.327.3 Standard Terms for Standard Elements
- 9.338. Conversion Rate
- 9.349. Mobile Devices
- 9.359.1 Goal of the Page
- 9.369.2 Optimised Content
- 9.379.3 Navigation
- 9.3810. Accessible Internet
- 9.3911. The Big Self-Test „Usability“
- 9.40Bibliography
- 9.41List of Tables and Figures
- 9.42Questions of Understanding – Module Usability6 Questions
- Technical Stumbling Blocks35
- 10.11. Welcome
- 10.22. Understanding about a Website
- 10.33. A Webpage with Frames
- 10.44. Flash
- 10.55. Problematic Programming and Scripting Languages
- 10.65.1 JavaScript
- 10.75.2 AJAX
- 10.86. Dynamic Web Addresses
- 10.97. Session-ID and Cookie-Enforcement
- 10.108. The .htaccess
- 10.119. Robots.txt
- 10.1210. Webserver-Performance
- 10.1311. Domains
- 10.1411.1 Mirror Pages and Duplicate Content
- 10.1511.2 Change of Subject
- 10.1612. Over-optimization of the Keywords
- 10.1713. Doorway Pages
- 10.1814. The Cloaking
- 10.1915. Link-building/ Backlinks
- 10.2015.1 Links from the Neighbourhood/ Comrades
- 10.2115.2 Link Growth and Decrease
- 10.2215.3 Broken Links and Links to Bad Site
- 10.2316. Hijacking
- 10.2417. Legal Stumbling Blocks
- 10.2517.1 Copyright (or Third Party Law)
- 10.2617.2 Imprint Obligation
- 10.2717.3 Data Protection/ Privacy Policy
- 10.2818. A Strategic View of Google
- 10.2918.1 Indexing of Websites
- 10.3018.2 Sorting of the Search Results
- 10.3118.3 Reinclusion
- 10.3218.4 Search Evaluators
- 10.34Bibliography
- 10.35List of Figures
- 10.36Questions of Understanding – Technical Stumbling Blocks5 Questions
- Social Media Marketing82
- 11.11 Introduction Social Media and Social Media Marketing – 1.1 Web 2.0
- 11.21.2 Social Media
- 11.31.3 Social Software
- 11.42. Social Media Marketing
- 11.52.1 What is special about Social Media Marketing?
- 11.62.2 Chances of Social Media Marketing
- 11.72.3 Targets of Social Media Marketing
- 11.82.3.1 Increase in turnover
- 11.92.3.2 Increase customer loyalty
- 11.102.3.3 Acquisition of New Customers
- 11.112.3.4 Improving the brand and/or product image
- 11.122.3.5 Increase brand and/or product awareness
- 11.132.3.6 Increase Web-Traffic
- 11.142.3.7 Search Engine Optimisation
- 11.152.3.8 Reduction of Marketing Development Support Costs
- 11.162.3.9 Trend, market and competition analysis
- 11.172.3.10 Attract applicants/employees
- 11.182.3.11 Maintaining contact with journalists and stakeholders
- 11.193 Start into Social Media Marketing
- 11.203.1 Overcoming challenges
- 11.213.2 Interim Conclusion
- 11.223.3 Strategy and Planning
- 11.233.4 The Entry into the Social Media Marketing
- 11.243.4.1 Analyse the Situation
- 11.253.4.2 Define Targets
- 11.263.4.3 Define Target Group
- 11.273.4.4 Analyse the Target Group
- 11.283.4.5 Comparison of Target Group – Company Goals
- 11.293.4.6 Create Framework Conditions
- 11.303.4.7 Planning
- 11.313.4.8 Market entry
- 11.323.4.9 Monitoring and Impact Monitoring
- 11.334. Monitoring opinions on the internet
- 11.345. Community Management
- 11.355.1 Community Building
- 11.365.2 Community Engagement
- 11.375.3 Content Management
- 11.385.4 Community Support
- 11.395.5 Community Compliance
- 11.406 Blogs und Mikroblogs – 6.1 Blogs
- 11.416.1.1 How are blogs consumed?
- 11.426.1.2 Weblog Publishing Systems
- 11.436.2 Mikroblogging
- 11.446.2.1 Mikroblogs: Twitter
- 11.456.2.2 Using Twitter to pursue goals
- 11.466.2.3 Twitter for companies
- 11.476.2.4 Set up Twitter
- 11.486.2.5 What do I use Twitter for?
- 11.496.2.6 Earning Money with Twitter
- 11.506.2.7 Twitter as a Newsletter-Replacement
- 11.516.3 Blogs as Social News
- 11.526.3.1 Social News Portale
- 11.536.3.2 Function
- 11.547 Content Community – 7.1 Wikis
- 11.557.2 Rating and consumer portals
- 11.567.3 Forums and Communities
- 11.578 Social Networks
- 11.588.1 Facebook
- 11.598.1.1 Create profile
- 11.608.1.2 integrate Companies
- 11.618.1.3 Facebook Ads
- 11.628.1.4 Competitions and promotions
- 11.638.3 Linkedln
- 11.648.3.1 Linkedln Groups
- 11.658.3.2 LinkedIn as advertising plattform
- 11.669 Social Sharing Services
- 11.679.1 Videoportals (YouTube, Twich, Vimeo & Co.)
- 11.689.2 Image and Photo Platforms (Instagram, Flickr & Co.)
- 11.699.3 Other Content Sharing Networks
- 11.709.4 Messenger
- 11.719.4.1 WhatsApp
- 11.729.4.2. Facebook Messenger
- 11.739.4.3 Skype
- 11.749.4.4 Snapchat
- 11.7510. Influencer Marketing
- 11.7610.1 Fields of Application of Influencer Marketing
- 11.7710.2 Opportunities of influencer marketing (cf. Lang, 2017)
- 11.7810.3 Risk in Influencer Marketing
- 11.7911. Conclusion
- 11.8012 Bibliography
- 11.8113 List of Figures
- 11.82Questions of Understanding – Module Social Media Marketing5 Questions
- Mobile Marketing32
- 12.11. Welcome
- 12.22. Definition and Characteristics
- 12.32.1 Mobile Marketing in Marketing Mix
- 12.42.2 Advantages and Disadvantages
- 12.52.3 Importance of Mobile Marketing
- 12.63. The Mobile Device
- 12.73.1 Basic Mobile Technology
- 12.83.2 Mobile Devices and their Suitability for Mobile Marketing
- 12.93.3 Players in the Mobile Marketing Industry
- 12.103.4 Typologies of Smartphone Users
- 12.114. Mobile Marketing Instruments
- 12.124.1 Mobile Web
- 12.134.2 Mobile Applications
- 12.144.3 Mobile Messaging
- 12.154.3.1 Messenger Marketing
- 12.164.3.2 Voice Assistants / Personal Assistants
- 12.174.4 Mobile Advertising
- 12.184.5 Mobile Social Media
- 12.194.6 Proximity Marketing
- 12.205. Strategies for Mobile Campaigns
- 12.215.1 The Costs of Mobile Marketing
- 12.225.2 Tips for Launching a Mobile Campaign
- 12.235.3 Mobile Marketing Checklist
- 12.246. Technology – Introduction
- 12.256.1 Recommendations and Useful Links
- 12.266.2 Design Principles
- 12.276.3 CSS and JavaScript Frameworks
- 12.286.4 Development
- 12.297. Mobile Networking – Internet of Things
- 12.30Bibliography
- 12.31List of Tables and Figs
- 12.32Questions of Understanding – Module Mobile Marketing6 Questions
Modal title
Main Content