Applied International Online Marketing Manager

المجموعات المستهدفة:

keine Angaben

المتطلبات المهنية:

Keine Vorraussetzungen

المتطلبات التقنية:

Keine besonderen Anforderungen.

منهجية وكالات العمل:

• SA01

المحتويات

Effective online marketing is the key to more reach, conversions, leads or traffic on the internet. With the „Applied International Online Marketing Manager“ course, you will receive the necessary tools to make companies more successful online. This course is for marketers who want to do well globally, not just locally. It will help you learn the skills you need to succeed in international markets, no matter where you are! This further training course is your passport to success in the exciting realm of international online marketing!

Our online marketing course is designed to teach you the fundamental disciplines of digital marketing from the ground up in 10 weeks. Our experienced lecturers will introduce you to the world of online marketing in a practical way. You will gain in-depth know-how in the areas of SEO, search engine advertising (Google Ads), email marketing and analysis (with tools such as Google Analytics). We will also show you how to create content with added value for your target groups and how to distribute it via social media, for example, and how to create and manage international campaigns in paid marketing channels.

After completing the course, you will have the necessary knowledge and know-how for a successful career in digital marketing, empowering you to navigate diverse global markets with confidence and achieve your professional goals.

CONTENTS:

Module 1: Online Marketing Strategy

• Status quo & trends in online marketing (4 P, Marketing 5.0, etc.)
• Special features of international vs. local marketing
• Introduction of ecomex 6P: The basis for long-term success as a marketer/skill profile of the modern marketer
• Strategic product development (value proposition design, business model canvas) & international brand positioning (customer journey analysis, personas, S.W.O.T., Porter’s 5 forces model, etc.)
• Overview of online marketing channels: advantages & disadvantages, channel use in different countries, marketing concept, KPI definition, budget creation, campaign development & media planning
• Agile work processes & multinational teams (definition Scrum, product owner, UX designer)
• Steps to the optimal technology platform (definition Martech, Build or Buy, MVP, Marketing Automation)
• Analysis & optimization: tracking techniques, data sources & analysis tools (Google Analytics, etc.)
• The use of artificial intelligence (AI) in online marketing
• Daily practical exercises & tried-and-tested templates for the above content

Module 2: Website Marketing / AI in Online Marketing

Website Marketing

• Technical basics of the WWW 
• Goals & scope of website creation 
• Target groups, personas and regional characteristics 
• Customer journey mapping 
• Task prioritization & milestones 
• Site structure, sitemap & navigation 
• International multi-domain strategy & URL concepts 
• Technical setup with CMS/website builders, hosting 
• UX design, layout & performance factors 

AI in Online Marketing

• AI basics: When does a machine become intelligent? 
• Which AI tools are currently available for the marketing process? 
• Introduction to prompt engineering 
• Practical project: From the development of an international brand to campaign management 
• Content development with AI: text, images, videos, music, avatars, etc. 
• Campaign development, media planning, success monitoring & reporting (with ChatGPT, DALL-E, Neuroflash, Midjourney, HeyGen, Synthesia or similar) 
• Special tools for international projects 
• Copyright, data protection & GDPR – what is the status quo? 

Module 3: Content Marketing / Social Media Marketing I

Content Marketing

• International brand building & content strategy 
• Positioning with Simon Sinek’s “Golden Circle” 
• Target group-specific content with personas 
• Format planning with the content matrix 
• Development of the core story: the hero’s journey 
• The development of country-specific topic areas & use of AI (ChatGPT) in multilingual content planning 
• The international editorial plan, style guides & content management 
• Quality & project management, goal definition & success measurement 

Social Media Marketing I

• Social media basics 
• Strategy, goal definition & KPIs 
• How algorithms work 
• Fan and follower acquisition in an international context 
• Excursus: hashtags 
• The Facebook news feed, Facebook pages & post formats 
• The news feeds on Instagram, X, LinkedIn & Xing 
• Images for social media 

Module 4: Social Media Marketing II

• Instagram stories at a glance 
• International best practices, features & templates 
• Canva – possibilities & limitations 
• Introduction to vertical video 
• Reels on TikTok and other platforms 
• Introduction to YouTube & Pinterest 
• Live videos & video streaming 
• Excursus: social selling 
• Find the right channel strategy 
• Community management & crisis communication 
• Intercultural peculiarities 
• Dealing with trolls & reviews 
• Content & topic planning 
• KPI, social monitoring & reporting 
• Tools: Canva, Kapwing, Clipchamp, Trello, Facelift and others

Module 5: Search Engine Optimization (SEO)

• Definition of SEO & position of SEO in online marketing 
• Country-specific SEO 
• Global & regional players (Google, Bing, Baidu, Yandex etc.) 
• How a search engine works, SERPs and user intent 
• The most important SEO factors, keyword research and visibility 
• On-page optimization measures for websites 
• Technical SEO, crawling & indexing 
• Off-Page SEO: link building, link profile and link audit 
• International relaunch planning, local SEO, international SEO 
• Working with tools such as Sistrix, Search Console, and many more 
• Daily practical exercises & tried-and-tested templates for the above content 

Module 6: CRM & Marketing Automation

• Basics of CRM & marketing automation 
• Manage the customer journey with automated processes 
• The multinational marketing & sales channel mix in B2C & B2B 
• Automation options & the importance of email 
• Overview of CRM & automation tools 
• The B2B sales process & inbound marketing 
• B2B customer personas & the buying center 
• Content in inbound marketing & the use of AI 
• Successful landing pages for inbound campaigns 
• The importance of email marketing 
• Distribution structure, newsletter design & international best practices 
• Lead management, lead scoring & CRM insights 
• The perfect LinkedIn profile & sales navigator options 
• Sales Intelligence & predictive selling 
• The right tool selection for your project 

Module 7: Search Engine Advertising (SEA)

• Introduction of SEA & Google Ads advertising network 
• The auction process 
• Understand key figures & define goals 
• Structured keyword research & keyword options 
• SEA strategies for multiple languages ​​& search engines
• Introduction to the Google Ads account 
• Setting up the Google Ads account 
• Creation of the campaign structure for international campaigns 
• Set up the first Google Ads campaign 
• Ad extensions & optimization 
• The quality score & other important metrics 
• Google display, shopping & YouTube 
• Best practice campaigns on Google channels 
• Performance Max campaigns 
• Campaign analysis & exercises 

Module 8: Social Media Advertising

• Basics of social media ads 
• Overview of PPC advertising 
• Introduction to the meta-cosmos 
• The Meta Business Suite 
• Introduction of Facebook Ads 
• Basics & structure of international campaigns 
• Bundling into ad groups 
• Target groups & Facebook audience Insights 
• Facebook tracking & optimization 
• Other local & international platforms 
• Task: Creating campaigns for a company 
• Introduction to media planning 

Module 9: Web Analytics & Optimization

• Introduction to web analytics 
• Competencies, methods & KPIs 
• Special features of international projects 
• Introduction to measurement frameworks 
• The UTM parameters 
• Integrate & configure Google Analytics 4 
• The Google Tag Manager 
• Event tracking, data layer & e-commerce tracking 
• GDPR & Consent Manager 
• Basics of attribution models 
• Approach to A/B testing & personalization 
• Definition of growth hacking 
• Market overview analysis & BI tools 
• The break-even analysis 

Module 10: Online Marketing Law / International Project Management

Online Marketing Law

• Basics of online law 
• Introduction to domain and trademark law 
• GDPR & restriction of data processing 
• Consent, privacy policy & cookies 
• Legal peculiarities in key markets 
• Handling of content: copyright, right of expression 
• Artificial intelligence – status quo of case law 
• What is (not) allowed in advertising? 
• Promotional cooperations and product placement 
• Strategies for compliance with international laws and regulations 

International Project Management

• Introduction to project management 
• Introduction to Gantt charts & software tools 
• Introduction to the project canvas 
• Traditional project management methods 
• Agile project management 
• Basics of Scrum & Kanban 
• Special features of international projects 
• Project controlling & risk management 

Graduation Day

• Presentation of CAPTain coaching 
• Intro to the Business Model You Canvas 
• Organizational matters: exams, certificates & Co. 
• Lunch and networking together
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This course will be held in English.


Ecomex KursId: 4713