The course begins by guiding candidates through the basics of internet marketing and outlining its role and relevance from a contemporary corporate perspective. Along with an exploration of key web design and development concepts, candidates investigate several associated subtopics including affiliate programmes, e-mail marketing, social media and search engine optimisation (SEO).

Web marketing plans follow as the primary core focus in Module 2, which dissects the professional internet marketing plan and discusses its most important elements. Candidates explore the value and purpose of consumer analysis, market analysis, the fundamentals of the marketing cycle and essential competitor-evaluation strategies.

A comprehensive introduction to email marketing follows in Module 3, incorporating an exploration of how email marketing works and why it remains of such importance. The power and potential of effective e-mail strategies is discussed, along with the key stages of planning and implementing successful campaigns.

The fourth course module guides candidates through the most important elements of search engine optimisation (SEO) from a marketing perspective. Course content outlines the role of SEO as part of the internet marketing mix, along with why site optimisation demands intensive focus and the consequences of negative/black-hat SEO. Candidates also discuss Search Engine Results Page (SERP) rankings, keyword optimisation and more.

The penultimate course module shifts focus to online advertising – specifically outlining the difference between web marketing and advertising. Candidates explore effective advert composition, keyword selection, setting up and managing Pay Per Click (PPC) campaigns and generally how to maximize both the reach and the ROI of all web marketing efforts.

Closing the course, Module 6 sheds light on the extraordinary power and potential social media brings the contemporary web marketer. Along with a broad introduction to YouTube, Facebook, LinkedIn, Twitter and other popular social media services, course content guides candidates through blog creation and management, creating a social media plan and generally how to expand and enhance an online presence.