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Managing Web Marketing

Marketing managers need to strategise how best to achieve objectives and evaluate contributions to organisational successes.

  • Duration

    2 weeks

  • Weekly study

    10 hours
Overview
Requirements

Make every click count toward marketing success

This course provides you with ideas on how best to explore the management of web marketing.

You’ll be introduced to the role that web marketing plays in building consumer touchpoints with brands and adding value to customer experiences, and you’ll analyse company resources and customer needs to decide how to plan and implement effective web marketing.

Finally, you’ll analyse how to evaluate web marketing effectiveness so that you have clear understanding in how web marketing contributes to organisational success.

What topics will you cover?

  • Defining customer needs and experiences
  • Digital touchpoints online
  • Organisational digital portfolio and promotional mix
  • Web marketing systems and processes
  • Search engine marketing
  • Web analytics, KPIs, and metrics
  • Accountability of digital marketing

Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Explore and reflect upon consumer-centred approach of managing web marketing
  • Evaluate an organisation’s digital marketing portfolio and resources and make decisions around prioritising web marketing
  • Analyse the roles and importance of web marketing in an organisation’s promotional mix
  • Plan and create web marketing strategies
  • Plan and manage search engine marketing and web advertising
  • Evaluate the effectiveness of web marketing and its contributions to an organisation’s business objectives

Who is the course for?

This course is for emerging business managers with a professional or personal interest in managing and implementing digital marketing that contributes to an organisation’s total success. It is suitable for those with a background in business - corporate or private - or with relevant work experience, and for those who wish to expand their existing knowledge of marketing and promotion into the digital dimensions.

Please note that the individuals detailed in the ‘Who will you learn with?’ section below, are current staff members and may be subject to change.

Who developed the course?

Coventry University

Coventry secured 5 QS Stars for Teaching and Online Learning in the QS World University Ranking 2020 and has received No. 1 in the world for Massive Open Online Courses in MoocLab’s World University Ranking 2021.

  • Established

    1992

  • Location

    Coventry

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control

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