ClickZ Academy

7/28/2019 ClickZ Academy

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Al l modules a re acc red i t ed by CPD C er t i f icat ion Ser v ice

Online Marketing Foundation

These 12 modules providean introduction to onlinemarketing and cover eachof the different disciplines.

MODULES• SEO

• Web Analytics• Demand Generation

• Pay Per Click • Email

• Usability• Online PR

• Content Marketing Strategy• Strategy

• Mobile Marketing Strategy• Social Media

• Information Research

W W W . C L I C K Z A C A D E M Y . C O M

http://www.cpduk.co.uk/

http://www.clickzacademy.com/




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All courses are delivered exclusively online. This means you can access your training rom any location

internet access, and do so at the most convenient time. Our range o courses have all the bene its

SESandClickZevents program with a number o additional advantages:

4 Complete courses in your own time and pace4 Stop and continue learning when you are ready4 Track your progress to help understand your learning development4 Complete interactive exercises and inish with a test4 A ter completed, receive a certi icate and CPD points4 Each course contains a number o modules covering the di erent aspects o the subject4 Each module lasts approximately 1 hour

The Online Marketing Foundation course consists of 12 modules which provide an introduction to

online marketing and cover each of the following disciplines.

SEO Authored by Mark Jackson

This module will make sure your customers can find you when using

organic searches4 Di erences between SEO and SEM

4 The eatures o today’s search results4 The importance o the keyword4 The steps in the SEO process4 The importance o measurement and analytics4 Final thoughts








Web Analytics Authored by Thom Craver

This module shows you how to use the statistics that you have generated

in relation to clicks, hits and visits to determine your strategy:

4 What web analytics means to you as a business owner4 How data is collected and which method will work or you4 How to decipher data and interpret it to meet your business objectives4 How to set and track your goals, increase your conversion rate and your ROI4 Tactics or tracking and interpreting online and o line visitors by:

• Tracking events• Tra ic sources• Email campaigns•

Tracking links

Demand Generation Authored by Crispin Sheridan

After this module, you will be able to:4 De ne demand generation and the key terms and acronyms used in this area4 Di erentiate between B2C and B2B4 Identi y the 6 stages o the B2B scales cycle and the length o these cycles to conversion4 List the key tactics or generating leads and appreciate their relative success vs. cost4 Know several methods or optimizing conversion rates including:

• The use o A/B & MVT• What to test and the quality o leads

4 Measure KPIs – leads, CPL, Sales, ROI4 Appreciate some o the consideration in converting leads to sales4 Sales cycles4 Conversion unnel types








Pay Per Click Authored by Kevin Lee

After this module, you will:4 Understand the bene its o balancing SEO and PPC resource allocation to obtain

marketing objectives4 Understand the importance o relevant keywords and phrases to optimize the

opportunity o each4 Know how to optimize your quality score through a knowledge o the actors

which go into Google’s Quality Score and Ad Rank4 Identi y how to develop your AdGroups, and what you need to remember when

structuring them4 Appreciate post-click behaviours and optimizing around balance rates

and stickiness4 Identi y the best strategies or optimizing retargeting opportunities as well as appreciate when youto retarget

Email Authored by Jeanne Jennings

By the end of this module, you will be able to:4 Appreciate how use ul email can be when used as part o your marketing mix4 Know the importance o permission in email marketing and the two primary

types there are to consider4 Understand the importance o online calls to action when growing your email list4 Understand the importance o the online registration page and know how this

can be improved to best utilize your website’s tra ic4 Know the di erent types o email and when it is best to use these

4 Understand why it is important to recognize the issues with email deliverability4 Recognize the laws regarding email marketing and understand the general

practices which make it easy to comply with the laws in almost every country4 Know the importance o tracking opens and clicks and how to do this








Usability Authored by Shar i Thurow

By the end of this module, you will:4 Appreciate the undamentals underlying website usability, including:

•

How it is de ined and measured in the context o tasks and goals• Listing the 6 steps to website usability• Explaining why usability is an important actor to make/save you money

4 Be able to list the key usability activities including usability testing and heuristic(expert) reviews and:• Describe what usability testing includes• Advantages and disadvantages o ocus groups

4 Appreciate what usability pro essionals are actually measuring4

Understand the myths and misconceptions regarding website usability, including:• The best time to conduct usability tests on a website• Whether you are testing the website o the users• Whether a ocus group is a usability test

Online PR Authored by Lisa Buyer

By the end of this module, you will:4 Know the di erent topic areas that you can cover in an online press release4 Appreciate who you are writing or and the di erent content and ways o

searching they use to access content4 Understand that keyword research is required and that your chosen topic will

dictate the keyword and how keyword tools work4 Know the ormat or writing a press release and the best ways to make newsworthy

and engaging content4 Understand how multimedia such as images and videos can be used within a

press release to optimize your online PR plan4 Recognize the tools available that can be used to analyze and measure the

distribution o your press release4 Recognize how social media can be used to optimize SEO and understand how to build a special

strategy to distribute content








Content Marketing Strategy Authored by Heidi Cohen

By the end of this module, you will:4 Understand how integrating your content marketing goals with your overall

business goals will support your business development4 Recognize the potential content areas across your organization and the various

ways this can be reproduced in social media4 Utilize user-generate content by working with online communities to generate

eedback on your business4 Utilize user-generated content by working with online communities to generate

eedback on your business4 Recognize the importance o an editorial calendar and understand the actors

you should consider when deciding what content to use and when4 Identi y how the metrics that already exist in your organization can be used to build up and suppor

marketing strategy

Social Media Authored by Li Evans

The essentials of using social media as part of your online marketing

strategy.

By the end of this module, you will:4 Understand that social media can be an efcient marketing channel and that using

Twitter, Facebook and other channels is a good way to disseminate your content.4 Know the importance o planning your strategy when marketing in social media

and that this must it in with the business goals you hope to attain.

4 Know who your audience is and where the communities are that you shouldengage with. Research how and why you should interact with them and how toget the most value o this relationship.

4 Learn what you can look or to measure your campaign’s success.4 Include details o your social media campaigns with your other marketing strategies to integrate

remembering that social media doesn’t happen on its own.








Mobile Marketing Strategy Authored by Heidi Cohen

By the end of this module, you will:

4 Understand the meaning o mobile marketing and the bene its it will have oryour overall marketing strategy

4 Know the variety o options available within mobile marketing and the bene itsthese will have or your business, with a ocus on SMS and email

4 Appreciate the value in the di erent mobile marketing media, includingadvertising, mobile phone apps and mobile video

4 Understand the important di erences to consider when developing yourwebsite or a mobile market and how to acilitate a smaller screen with a

slower connection4 Learn the 7 mobile website must haves and the 10 mobile metrics or measuring

your success

Strategy Authored by Krista Neher

By the end of this module, you will:4 Understand how approaching internet marketing strategically, by de ining your

goals and objectives, will increase the chances o success or your business online4 Know the 8 stages o the Social Media Plan and how these will bene it

your business4 Appreciate the value in including a relevant call to action to your online content

and how to link this to the overall goals or your online marketing strategy4 Understand how to measure your online success as a business value ocused on

a high return on the investment o time, money and resources that have beenspent on your online strategy

4 Understand what it means to use a balanced approach to measure your onlinesuccess and how it is important to tie this back to your overall business results








Information Retrieval Authored by Mike Grehan

By the end of this module, you will:4 Know the di erence between data retrieval and in ormation retrieval4 Have learned about the history o the World Wide Web as a basis o understanding

how search engines work by use o a Crawler, and what you can do to make yourweb page more responsive to search engines

4 Have knowledge o the highly complex vector space model developed by Pro essorGerard Salton, and how the search engine index is created rom this

4 Understand how connected marketing works, and how this new in ormationexchange on social networks and in online communities has changed how brandsand companies now respond to consumers

4 Understand the di erences in user intent, whether in ormational, navigational ortransactional, and the three-point taxonomy o search as well as how search engines record end

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I N S T R U C T O R

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Thom Craver Web and Database Specialist, Saunders College (RIT )

Thom Craver is a Web and Database specialist or the Saunders College o Business at RochesterTechnology where he runs all Web and social presences. He has been coding HTML since 1993 aninvolved in search marketing since 1999.

Thom is a serial entrepreneur who piloted one o Rochester’s irst Web marketing irms

or eight years until success ully merging with an interactive agency. He consults tobusinesses on search marketing, carrying lessons learned into his guest lectures at RIT.

Thom is a regular contributor to Search Engine Watch, writes a monthly column orComputerLink Magazine and has authored training manuals published by SVI TrainingProducts and Technical Learning Resources.

Mark Jackson SEW Expert & President/CEO,VIZION Interactive

Mark Jackson joined the interac tive marketing ray in early 2000. His journey began with Lycos/Wwhere he managed several integrated marketing programs with a ocus in the inance vertical. He thwith AOL/Time Warner on cross-plat orm marketing programs.

A ter the bubble burst, Mark established an interactive marketing agency and hassince cultivated it into one o the most respected search engine optimization irms

in the United States. Mark is a board member o the Dallas/Fort Worth Search EngineMarketing Association (DFWSEM) and a member o the Dallas/Fort Worth InteractiveMarketing Association (DFWIMA). He received a B.A. in journalism/advertising romthe University o Texas at Arlington in 1993 and spent several years in traditionalmarketing (radio, television, and print) prior to venturing into all things web.











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Lisa Buyer President & CEO,The Buyer Group

When it comes to relationships, Lisa Buyer @lisabuyer believes the connec tion between social medand public relations is exponential. As the ounder o three media companies and CEO o The Buyer

ambitious about the in luence o public relations on social media, SEO and SEM, and she continues innovative approach with clients, peers and associates.

Lisa is the editor o several blogs and teaches online courses on applying social mediato business networks. She is a regular speaker and moderator on topics o online PR,social media and search at national con erences, including Search Engine Strategiesand PubCon. Lisa is a certi ied Google AdWords pro essional and is a SEMPO andSFIMA member. She served on the executive board o the American Lung Association

o Florida and is past-president o International Association o Business CommunicationsSouth Florida chapter.

Heidi Cohen President,Riverside Marketing Strategies

Heidi Cohen is the president o Riverside Marketing Strategies, an interactive marketing consultancy. 20 years’ experience helping clients increase pro itability by developing innovative marketing programand retain customers based on solid analytics.

Prior to starting Riverside Marketing Strategies, Heidi held a number o senior-levelmarketing positions at The Economist, the Bookspan/Doubleday Direct division o Bertelsmann, and Citibank.

Since 2002, Heidi has been a member o the aculty o NYU’s master o science inintegrated marketing program, where she received NYU’s Outstanding Service award.Heidi is also a popular speaker on current industry topics.









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Mike Grehan Chair SES Advisory Board, Global VP Content, SES/Search Engine Watch/Cl ickZ

Mike Grehan is VP, Global Content Director with Incisive Media, publisher o SearchEngine Watch and ClickZ, and producer o the SES international con erence series.

Previously, he worked as a search marketing consultant with a number o internationalagencies, handling global clients such as SAP and Motorola.

Recognized as a leading search marketing expert, Mike came online in 1995 andis the author o numerous books and white papers on the subject. He is chair o theSES advisory board. In March 2010, he was elected to SEMPO’s board o directors.

US TeamGerry Houser e-Learning Coordinator T+1 (646) 736 1871E [email protected]

UK TeamRubie Romanay

Marketing Manager T+44 (0)20 7004 7421E [email protected]

CONTACT INFORMATION

Pay by Module# OF MODULES COST

$ 200.00$ 400.00$ 510.00$ 640.00

$ 800.00$ 900.00$1,050.00$1,120.00$1,260.00$1,300.00$1,320.00$1,440.00

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PRICING DETAILS

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5 Modules6 Modules7 Modules8 Modules9 Modules

10 Modules11 Modules12 Modules








Email Strategy

7 modules to help you maximize your email marketing e orts and ensyou are aware o the restrictions in di erent countries.

SEO

6 modules covering all aspects o Search Engine Optimization rom thFundamentals and Best Practices to Keyword Research and Mapping.

Paid Search Strategies

Optimizing your paid search strategy - 8 modules covering everything basics to landing page design.

Social Media

YouTube, Twitter, Facebook and LinkedIn are just some o the social mtools that can be used. 10 modules to tell you how.

Web Analytics

The 6 modules o the Web Analytics course cover all aspects o web arom KPIs and segmentation techniques to attitudinal analytics.

As well as Online Marketing Foundation, theClickZ Academycourse selection also includ

Al l modules a re acc red i t ed

by CPD Cer t i f ica t ion Serv ice






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ClickZ Academy