online marketing course overview

Online Marketing > Course Overview

ONLINE MARKETING

AS TAUGHT @IIT BOMBAY, SHAILESH J MEHTA SCHOOL OF MANAGEMENT

Mandar Marathemandarmarathe.net +91-8879600206mandar13@gmail.com

mandar.marathe

mandar13

/In/mandarmarathe

About the Lecturer

Professional Experience

Software Engineer(Pune, India)June 2004 – June 2006

Technology Manager (Boston, USA)January 2008 – April 2010

Director, Client Servicing & Office Head (Mumbai, India)October 2010 – Till date

Academic Background

Master of Business Administration, December 2007.

Bachelor of Engineering in Computer Science, June 2004.

Online Marketing > Course Overview

Introduction Get Found Convert Analyze Mobile marketing

Course Project

Presentations

Part A Part B Part C Part D Part E Part F

3 hrs.

6hrs.

3hrs.

3hrs.

3hrs.

4.5hrs.

Course Structure

Online Marketing > Course Overview

Digital Marketing Overview• Digital Marketing overview• Components of Digital Media• Online & Mobile marketing

trends in India

Inbound vs. Outbound Marketing• Class Debate• Using your website as an

Inbound marketing machine• Introduction to Course Project

+ Inbound Certification

Part A: Introduction

Online Marketing > Course Overview

#IMUInbound Marketing Certification from HubSpot

http://www.inboundmarketing.com/university

Mandaratory30% Grade

Online Marketing > Course Overview

Part B: Get Found

Blogging• Components

of a Blog article

• Case Study Discussion

SEO• SEO Basics• Case Study :

Website improvement

SEM• Introduction

to Google AdWords

• Basics of Setting up an account

Social Media• Social media

channels & strategy

• Case Study Discussion

Online Marketing > Course Overview

Add some SEM to your resumeGoogle (PAID)http://www.google.co.in/intl/en/adwords/professionals/individual.html

Microsoft (FREE)http://advertise.bingads.microsoft.com/en-us/training

Optional

Online Marketing > Course Overview

Part C: Convert

Lead conversion• Landing pages, CTA’s

and copywriting.• Class activity: Landing

page evaluation

Lead nurturing & Email marketing• CRM• Email marketing• Class activity: Email

design

Online Marketing > Course Overview

Part D: Analyze

Web Analytics• Introduction to closed loop

marketing• Digital marketing

measurement model• Class learning: Hands-on

Google Analytics

Social Media Analytics• Facebook Insights• Twitter Trends, Klout.com• Online reputation

management

Online Marketing > Course Overview

Google Analytics Certification

http://www.google.com/intl/en/analytics/iq.html

Optional

Online Marketing > Course Overview

Part E: Mobile Marketing

Components of Mobile Ecosystem• Mobile Devices • VAS• Mobile Apps• WAP• Mobile search & display

Mobile marketing strategy• Targeting the mobile

audience• Case Study discussion

Online Marketing > Course Overview

Course GradingComponents % 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 A70 to 80%: Grade B+Above 60%: Grade B

Online Marketing > Course Overview

Thank You!  .