In digital marketing, what you don't know can seriously hold you back. Econsultancy is without doubt the premier learning and development resource for digital marketing and e-commerce people like you. * No one trains more digital marketers with more up-to-the-minute courses at more skill levels. * No one has anything close to our blue-chip faculty of practitioner trainers. * No one attracts such an illustrious student body: a potent source of learning in itself. And because we integrate our training courses with the community, content and resources of Econsultancy, there's simply no better value for you and your team. Whether you're keen to develop your career, finesse the next project or bring your entire team to the next level, you're in the right place.
Winter/Spring 2011 Marketers never stop learning Econsultancy Training Programme http://econsultancy.com/learn What do you need to know? Expert-led courses on every digital marketing discipline How do you want to learn? Choose your format: public courses, custom learning and qualifications How experienced are you? The right training for every level How much more do you get? The course, the community, the content... it all works together No one trains more marketers than Econsultancy
Transcript
Winter/Spring 2011
Marketers never stop learningEconsultancy Training Programme
http://econsultancy.com/learn
What do you need to know? Expert-led courses on every digital marketing discipline
How do you want to learn? Choose your format: public courses, custom learning and qualifications
How experienced are you? The right training for every level
How much more do you get? The course, the community, the content... it all works together
No one trains more marketers than Econsultancy
econsultancy.com/learn02
How do you want to learn?You’re a marketer in the internet era. You’re on the steepest learning curve in marketing history.
We can help.In more ways than you’d think:
Training CoursesA huge range of scheduled courses taught by practicing pros. Pick your topics. Book ahead. And sharpen that pencil.
See Page 4
Custom Training Let us design the perfect course for your team. Your critical topics. Your industry cases. Your real-world issues.Training was never so relevant.
See Page 26
Qualifications Rise above the pack with professional credentials, including our pioneering MSc programmes run in partnership with Manchester Metropolitan University.
See Page 28
03View our full training programme online at econsultancy.com/learn
Why train with Econsultancy?If you’re going to take time out of the office to learn new digital marketing skills, the last thing you need is a dull monologue full of out-of-date truisms. You need current best-practice strategy, tactics, tools & techniques taught by experts who do it fora living in the real world, not just the classroom.You’re in the right place. No one trains more marketers than Econsultancy – and no one comes near our breadth, depth and quality of content. If it will impact your success as a marketer or e-commerce professional, we’ve got the materials, the top trainers and the added value (including the legendary Econsultancy community & content) that sets us apart. That’s why our average course rating is 4.5 outof 5 and why so many marketers come back againand again (follow the red dots for their feedback). The best marketers never stop learning. And Econsultancy never stops teaching.
The Econsultancy difference:
Been there, done this (a lot) – we train over 3,000 marketers every year and we’ve been doing it since 1999. We know our stuff.
We run courses for everyone – from digital newbies to veterans.
Top practitioners/trainers – those who do, teach.
Community benefits – ongoing support and inspiration from the biggest, most active digital marketing community in the UK; Bronze Membership is free to every delegate.
Free content – to support your ongoing learning,every delegate is given a free in-depth Econsultancy report or guide (others pay £250).
The widest range of digital courses in the UK – so you can focus on your exact needs.
“The whole day was well structured and in a great learning environment.” Owner, Yellow Lolly
Delegates get loads of ongoing support through the Econsultancy community and research
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“ Left feeling thoroughly inspired – both on a work and personal level – thanks!” Online Community Co-ordinator, ASOS.com
Choice – the widest range of courses coveringthe entire digital marketing spectrum.
In-depth – the most thorough treatment of each topic and its implications.
Current – topics and content that are constantly updated by front-line marketers.
Integrated – includes free Bronze Membership to Econsultancy and a free premium research reportof your choice (worth £250).
Intensive – small classes and challenging programmes with pre- and post-coursereading materials.
Useful – provides practical tipsto further your career.
Training Courses
Whether you’re a seasoned marketer needing a boost,or you’re new to the digital game and in need of a crash course, you’ll find a training course or advanced workshopto get you up to speed.
View our full training programme online at econsultancy.com/learn 05
The Ideal First Step Fast Track Digital Marketing 06
Powering the WebBlogging for Business using WordPress 08Mobile Marketing 08Optimising your Site Using Google Analytics 09Usability and User Experience 09 Web Measurement and Analytics 09
Rich Media & Video Online Video Strategies 11 Video Production for the Web 11
Improving your WritingOnline Copywriting 14Online Copywriting – Advanced Workshop 14
Planning & ManagingE-commerce Usability and Best Practice for Online Retailers 15eCRM Masterclass 15Legal Training for Digital Marketers 15Managing Digital Teams 16Online Merchandising – Selling in the Digital Age 16Planning Effective Digital Media Campaigns 17Rich Media in Retail 17 Project Skills for Digital Marketers 17
Web Project Management Web Project Management 18 Avoiding Web Project Disasters 19 Planning Web Projects 19
PR & Social MediaOnline PR & Social Media 20Social Media with Search 20Social Media – Advanced Workshop 21
“ The day flew by thanks to an engaging and enthusiastic trainer who clearly knew his stuff.” Regional IBD Manager Europe eStrategy, British Council
Training Courses
No one trains more digital marketers than Econsultancy. And no one gives anywhere near this level of insight, expertise and value. Browse away!
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The Ideal First Step
“ Very rich in content, informative, the whole course was a delight.” Senior European Digital Marketing Coordinator, Brother International
Got a team to train? We’ll bring the Fast Track to you. See Page 26.
Our most popular course is a two-day digital marketing university.We’ll introduce you to the essentialsof a wide range of digital marketingand e-commerce staples. The art,the science and the revenue – you won’t find a better introductionor a more solid foundation in digital marketing.
Fast Track Digital Marketing
London – 25 Jan, 22 Feb, 15 MarManchester – 1 FebEdinburgh – 13 JanCardiff – Please see website This intensive two-day course has been designed to give marketers, or those of you new to digital, a complete overview of all the core digital marketing channels, how they affect each other and how they can worktogether in your digital marketing strategy.
What you’ll learn How to generate web traffic and convert it into revenueHow to engage your best prospects onlineHow to measure your success and improve your performanceHow to integrate digital channels into one killer strategy
Course contents
– Setting the digital marketing scene– Planning and strategy– Gathering data– Website design and usability– Tracking and measurement– Testing in digital marketing– Creative considerations– The digital marketing toolkit
Topics you’ll explore include:– Affiliate marketing– Analytics– Data gathering– Display advertising– Email marketing– Legal issues– Mobile marketing– Online PR– Paid search marketing– Search engine optimisation– Social media– Usability– Viral marketing
07View our full training programme online at econsultancy.com/learn
“ I would definitely recommend the course as an introduction to anyone interested in digital marketing or anyone just starting to plan their digital strategy.” Operations Consultant, Sage UK Manager, RSPCA
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Powering the Web
Blogging for Business using WordPress
Please see website for latest dates Many businesses make the decision to launch a blogto support their marketing efforts, but fail to set a clear goal. By creating a solid blog strategy and learning how to exploit their blogging platform, these businessescan grow their blog readership, building relationships with their users and business partners.
This course is targeted at members of marketingdepartments, entrepreneurs and small business owners who are responsible for setting objectives for the useof the blog and want to get a better understandingof the platform they’ll be using. This course focuseson best practices, writing and promotion of the blogas a business tool, rather than the technical setup of a self-hosted blog or development of custom themes.
What you’ll learn The skills required to plan and set up an engagingbusiness blogHow to monitor traffic to maximise engagementUsing the WordPress platform – publishing posts, managing your theme and plugins, commentsand feedback
“ Extremely useful course, and a very inspiring trainer.” eCommerce Manager – Email & Prospect Comms, Vodafone
Mobile Marketing
London – 3 Feb
Learn how to plan and execute a mobile marketingcampaign that really makes an impact and discover how to integrate mobile with other media (on and offline).
This course will cover the scope of mobile marketing and the tactics currently available, from SMS and mobile websites to application downloads and mobile advertising. It will also touch on mobile TV, proximity location based services and new technologies. You’ll improve your planning, handling and fulfilment, testing and measurement and gain insights into current trends and future directions.
You’ll come out of it better able to understand theuse of mobile for your industry, company, and mostimportantly, your customers.
What you’ll learn How to harness the power of mobile marketingHow mobile is different from normal web marketingHow to reach the widest possible mobile audienceHow to integrate mobile with other mediaIndustry best practice (with real examples)
econsultancy.com/learn
If you’re an Econsultancy paid member, you can receive a discount of up to 20% on all training courses.
Visit http://econsultancy.com/join for details.
09View our full training programme online at econsultancy.com/learn
Usability and User Experience
London – 1 Feb, 13 Apr Manchester – 16 Feb
As acquiring traffic becomes more and more expensive, making sure your website is user-friendly is definitely worth your while. If you’re involved in website conversion, this course will help you understand the principles and best practice, legal standardsand commercial benefits of usability, how to overcome common barriers and how to calculate the impact of usability on your finances.
We look in detail at usability design principles in thedesign of navigation (including card sorting techniques), homepages, page layout, forms and error messages, and how usability is involved in merchandising, checkout and persuasion architecture. We’ll also cover the future of usability and human-centred design processes for interactive systems.
What you’ll learn Why usability matters and where it fits in youre-commerce strategyThe principles behind usability, using real world examplesUser-centred design methods to apply during yoursite developmentProfitable tips for merchandising
Optimising your SiteUsing Google Analytics
London – 8 Feb, 5 May Manchester – 18 May
Learn about applying Google Analytics for siteconversion optimisation through advanced configuration and customisation of reports.
This course will help you improve your tracking, and your website and campaign efficiency to deliver better results from your digital marketing investments. Even if you’re using another tool, the best practice recommendations on campaign and page design improvements will still be relevant.
The interactive, small-group format of the workshopenables sharing of tips and techniques, alongside expert review of best practice examples by your course tutor. Attendees’ own sites, submitted before the workshop, will also be reviewed with recommendations on ‘quickwin’ improvements.
What you’ll learn How to engage first time and repeat visitors to reducebounce rateThe essentials of clickstream analysisAdvanced reports for understanding visitor behaviourIntegrating Web 2.0, personalisation, reviews, ratings, social bookmarking, video and widgets into your siteMaximise conversion rates
Web Measurement and Analytics
London – 2 Mar, 26 May Manchester – 7 Apr
This course focuses on using web analyticsand other data sources to analyse the characteristics and behaviour of your site visitors so you canimprove digital marketing and e-commerce resultsfrom your website.
It will show you how to produce a plan to develop the most appropriate metrics, tools and a digital marketing improvement process for your organisation. You’ll work out what the Key Performance Indicators are for your organisation, and learn to apply different analytical techniques to get the best out of your company’s processes of acquisition, conversionand retention.
What you’ll learn The essentials of effective web measurementDefine the right KPIs for your businessThe most effective tools, services and technologies and how to use themUsing analytics to plan and evaluate acquisition, conversion and retention programmes
“ Really interesting and interactive.The trainer was excellent and very passionate about video on the web. He changed my perspective on the topic during training and I now have a clear idea of what to recommend at work.” Online Marketing Executive, Steer Davies Gleave
View our full training programme online at econsultancy.com/learn10
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Video Production for the Web London – 15 Feb Manchester – 31 Mar
The days of the big-budget corporate film are numbered. This is the YouTube era. This course will show you how to get your online video ideas produced quickly and cost-effectively without sacrificing impact.
You’ll learn about the types of online video; the entire production process; the right kit for each job; the importance of editing; and all your optionsfor visuals, sound, effects, music, titles and more.Plus key tips for optimising video for search.
Online video is hugely powerful if you get it right. Join us and get it right.
What you’ll learn How to make your own videos on a budgetHow to distribute your videos through social media and searchesHow to shoot and edit your videosChoosing the right equipmentOptimising video for search engines and tracking usage
Rich Media & VideoNEWNEWOnline Video Strategies
London – 14 Apr
You’ve got great video content but it’s just not being viewed enough. This course will show you how to develop the right strategy, the right contentand the right techniques for increasing traffic, views and, ultimately, conversions.
The idea is to get your videos to rank on search engines; to signal to visitors that the content is worth their time; to get them to view to the end; and to get them to do something about what they just saw.
It starts with a clear set of goals. But it doesn’t stop there. If video is important to your brand, this course is too.
What you’ll learn Setting realistic objectives and strategiesHow to improve the viewing durations of your videosLegislative considerations to take into account in video strategiesLooking to the future of video on the web
“ An excellent course and trainer, full support and advice was offered, the pace was perfect, and the new skills gained will be very valuable.” E-commerce Marketing Coordinator, Animal
Book both of our video courses and save up to a third of the total cost.
Contact us for details. Call us on +44 (0)20 7269 1470 or email [email protected]
12 View our full training programme online at econsultancy.com/learn
“ The hands on approach was great, being able to actually do the activities rather than just hear about them was very useful.” Junior Account Director, Technical Advertising
Search Marketing –SEO Advanced Workshop
London – 16 Feb, 6 Apr Manchester – 24 Mar
A structured process to improve your resultsfrom SEO. It starts with a review of your existing optimisation approaches, analytics and tools, comparing them with best practice and competitors. Then on to the advanced techniques used by the brands that dominate the most competitive search terms. This small-group workshop encourages sharing of techniques, expert review of specific sites and realworld challenges by your course tutor.. You’ll review sites optimised by leading agencies in different sectors including retail, travel, financial services, publishing and business-to-business. Your own SEO approaches will also be reviewed by the tutor, with feedback given in the afternoon.
What you’ll learn Benchmark your search strategies against currentbest practiceIdentify and prioritise the quick-wins and longer-term benefitsExploit freely available tools, open-source plug-insand paid services‘Reverse-engineer’ the techniques your competitorsare using (and beat them) Techniques to avoid
Search Marketing –Organic/Natural (SEO)
London – 2 Feb, 28 Apr Manchester – 10 Mar, 19 May
Gain the necessary know-how to build an SEOstrategy that will mean more of the right kind of visitors to your website and boost online conversions, and which will stand up in today’s fiercely competitive online marketplace, ensuring the best possible returnon investment.
You’ll learn best practice methodologies and strategicskills in relation to the key attributes of SEO: websitestructure, search term research, content creation and link equity, plus how to manage your online brand in order to increase its market share in the natural listings. You’ll become an expert at identifyingand taking advantage of quick-win opportunitiesand tracking the results.
What you’ll learn Your successful natural search strategy, new SEO developments and quick-winsHow to refine your key phrases and content to increase web performanceUnderstand the impact of usability and design on SEO
Search Engine Marketing
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Search Marketing –Paid (PPC)
London – 18 Jan, 18 May
Pay per click (PPC) advertising campaigns are a greatway to maximise website visibility on key searchengines. But PPC markets are becoming increasinglycompetitive – you need an effective strategy or you’rethrowing money (and traffic) away.
Dive into the essentials of planning, managingand optimising a successful PPC campaign.Learn to evaluate and fine-tune your strategyto improve clickthrough and conversion rates.Analyse and optimise your search term sets.Then track results to maximise ROI throughaccurate measurement and analysis.
What you’ll learn Ways to refine your strategy so more leads turn into conversionsEvaluate and analyse your key phrases to improve your copyThe importance of landing pagesPowerful bid management and reporting techniquesAn overview of the latest tools, trends and new technologies
Search Marketing –PPC Advanced Workshop
Please see website for latest dates
A follow-on from our Paid Search Fundamentals course,this one day workshop takes a more in-depth look at PPC strategy, examining emerging technologiesand techniques to help improve return on investment,advanced testing and tracking best practiceand achieving successful integrated campaigns.
The day will include a range of practical exercisesto help delegates understand the implementationof these techniques, as well as some time reviewinglive campaigns from delegates’ organisations.
What you’ll learn Understand how recent developments with Google’s ‘Broad’ match modifier and featured results can be harnessed to improve current campaignsSearch queries – the long tail and ensuring negatives are tightly matched to lower CPC and CPS, reducing spendEffective use of click path analysis for PPC, as well as cross-channel
Search Marketing –International/Multilingual
London – 9 Feb, 17 May
English is not the first language for over 70% of Internet users. That means 900 million users who have hugely different search behaviours to native English speakers. If your business is (or could be) global, come and learn how to make search work harder for you.
It’s all about understanding that the majority of yourpotential clients either don’t know about you or are put off by English-only websites.
You’ll come away with the insight and skills to createand launch effective international SEO campaignsand improve any campaigns currently running.
What you’ll learn Make sure your company appears on Yandex, Naver, and Baidu as well as GoogleUnderstand and manage your online brand globallyBest practice techniques to improve your search engine results in other countriesImprove your international content creation and conversion rates
Don’t forget the Econsultancy SEO Best Practice Guide, Beginner’s Guide and lots more...
Visit http://econsultancy.com/reports for details.
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Online Copywriting
London – 27 Jan, 30 Mar Manchester – 10 Feb
Unsurprisingly, studies have found that web pages following online copywriting best practice guidelines perform better than those that don’t. This workshop aims to improve the quality of your online copywriting, enabling you to communicate your intended messages effectively and elicit the response you want.
Learning will be structured around four main areasof online copywriting: legibility, layout, languageand logic. You’ll learn about structuring content between different web pages, as well as on an individual page. You’ll also cover online copywriting subgenres suchas newsletters, how to make search engineswork for you, and accessibility.
What you’ll learn Make sure your audience really listensCreate links that get noticed and clickedStructure your content so it reads well and makes senseDrive home the important messages
Online Copywriting – Advanced Workshop
London – 17 Feb, 5 May Manchester – 12 May
For anyone familiar and confident with online copywriting best practice looking for an opportunity to address specific questions, this course offers advanced online copywriting training alongside workshop discussion time. Attendees will submitwork for feedback from an expert trainer on the day,and other participants will consider your workand contribute to group discussions, giving everybodya unique opportunity to exchange experiences so you get a new perspective from outside your own company or industry.
The day’s format allows for online copywriting best practice to be summarised in the morning, beforethe afternoon focuses on detailed re-writes, including your own content.
What you’ll learn To have confidence in your abilities so you can rewrite whole pagesWrite content that your audience can easily understandEvaluate and improve copy based on results
Improving your Writing
econsultancy.com/learn
“ Our course tutor was excellent - he provided a huge variety of tools and information sources that we can use in our everyday jobs as well as to further our own knowledge.” Digital Marketing Executive, Benenden Healthcare Society
We can deliver any of our training courses as custom, in company experiences.
See page 26 for details.
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Planning & Managing
eCRM Masterclass
London – 10 Mar
Old-school Customer Relationship Management is not up to the challenge of the new web channels, social media and mobile engagements. This course will take you through the essentials of the new approach to eCRM.
You’ll learn a strategic, holistic and structured approach to planning, designing and deploying CRM solutions that harness the power of integrated digital and offline channels.
You’ll come away with a clear idea of how to design and execute a high-performance eCRM solution that drives revenue – and can prove it.
What you’ll learn How to define an optimal CRM strategy synchronised with brand and business strategy Identify customer life cycle management opportunities and requirements and define key performance metrics Translate the CRM strategy into a customer communications planUnderstand the underlying data and technology set underpinning the CRM solution
E-commerce Usability and Best Practice for Online Retailers
London – 1 Mar
For e-commerce sites, usability is one of the largest contributors to customer conversion and retention rates. This course will identify and explain a range of best practice techniques taken from SME and blue chip retailers which you can implement into your organisation’s own e-commerce platform to drive conversion rate improvement.
Focusing on three key stages of the buying journey, Product Page, Shopping Basket and the Checkout Process, this training course will provide you with a wealth of knowledge and industry-leading insights that can be utilised to make iterative usability improvements to your e-commerce platform.
By applying best practice usability principles throughout the customer journey, your organisation can increase the amount of visitors who convert from browsing to shopping.
What you’ll learn Evaluate your own e-commerce operation against thepresented best practice techniques and implementationsDevelop the business case for improving the usability of your company’s e-commerce platformThe effect on customer confidence and user experience that different approaches have during the buying lifecycle
View our full training programme online at econsultancy.com/learn
Legal Training for Digital Marketers
London – 7 Apr
Fully updated for 2011, with in-depth review of legal challenges arising from the uptake of social media networks and online behavioural advertising (OBA). Libel, take-down, user generated copy (UGC) and cookie-consent are all in the mix!
This course provides clarity on the legal issues of online marketing through using plain language to explain what is and what isn’t acceptable in the context of the most common forms of online marketing communications. Its wide-ranging scope covers legal issues throughout the lifetime of a customer, from prospecting through to fulfilment, as well as accessibility compliance issues.
What you’ll learn How to make sure your sites are compliant Keeping your data practices legal How to evaluate suppliers and find the best ones for you How to avoid costly mistakes
16 View our full training programme online at econsultancy.com/learn
Managing Digital Teams
London – 31 Mar
E-commerce and online teams are special. You need to know all about them so you can move a team to a different level of capability, operatingmodel or level of performance.
Whether you’re a first time manager or looking to expand your digital team, the course will give you a complete understanding of the issues involved with online or e-commerce teams through looking in detail at three key areas (structures, strategies and behaviours).
This course will give you practical tools and approaches that can be used in your workplace, and from the evaluation process you’ll be able to decide which skills should be outsourced or managed in-house.
What you’ll learn How to improve the effectiveness of your team Ways to manage digital and functional experts How to plan, structure, and manage digital teams
Planning & Managing
Online Merchandising – Selling in the Digital Age
London – 24 Feb Manchester – 28 Apr
This one-day intense course will cover the gamut of online selling – from product selection and presentation, through search, sorting, filtering and promotions, to an introduction of advanced rule-based merchandising. We will also consider product-specific presentation needs and the test-measure-optimise approach to selling.
As e-commerce matures and customers are trained by your competitors to expect more, this course supports marketing and commerce professionals in satisfying their customers while also increasing profits. The multichannel, commercial approach will allow participants to communicate the benefits of a whole-business approach to selling online, as well as measuring and sharing the success.
What you’ll learn The essential problems to solve in online merchandising Getting products ready and available to sell online Key data requirements, metrics and performance indicators Advanced online merchandising techniques and considerations
“ The course blew the competition out of the water.” Digital Communications Executive, PRS for Music
You’re not an Econsultancy member yet?
Where have you been?
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Planning Effective Digital Media Campaigns
Please see website for latest dates
It’s all change in the ways audiences consume media, advertising is traded, channels converge and targeting evolves, so you need the broadest view of digital media. That way you can spot the opportunities, challenges, best buying methods and key considerations around online campaigns.
The course is divided into three key areas: planning and strategy, delivering an integrated digital advertising campaign, and measurement and analysis. You’ll get a comprehensive look across all media, and at the end of it all you’ll be able to plan and execute killer digital media campaigns and actually measure what’s going on.
What you’ll learn The key digital media trends reshaping the online media landscape Insights into how agencies research, plan and buy media Understand trading models How ad-servers work and how to use behavioural targeting
Rich Media in Retail
Please see website for latest dates
In a mature e-commerce proposition, rich media forms a vital part of product presentation, sales persuasion and brand engagement. Images, videos, animation, mobile, in-store screens – they all take increasing amounts of time, planning and of course – budget. This one-day course combines an overview of state-of-the-art rich media with a hard-nosed approach to extracting ROI from our efforts, while examining best practice approaches to planning, workflow and management. We’ll also place rich media in the context of selling – linking to merchandising, testing, optimisation, promotional and cross-channel opportunity.
What you’ll learn The rich media landscape – customer perspective, current usage levels, effects on purchasing and benchmarksOperational overview – an ideal world: planning, creating, managing, testing, optimising, retiringAdvanced problems – issues that arise with scale, complexity or over timeDefining success and measurement and key performance indicators
Project Skills for Digital Marketers
London - 1 Feb
Having the ability to effectively manage projects, whether implementing new systems or undertaking incremental improvements is an essential skill for any digital leader. But managing web projects is difficult: mixed teams, experts in different areas and stakeholders frequently pull you in different directions.
Throw in changing requirements, high expectations, tight budgets and time restrictions and what is needed is a workable project management technique to provide structure and control that’s flexible enough to handle evolving requirements. This workshop will give you the skills to effectively manage your projects and measure the results, encouraging delegates to actively share their own experiences, both as stakeholders and managers.
What you’ll learn How to initiate projects that have clear goals and requirementsAn understanding of the roles and responsibilities within a projectHow to communicate effectively with key stakeholders within your businessDraw on a range of tools which will help you monitor and manage budget, timings and risks
“ As usual the trainers Econsultancy choose are excellent – people who are passionate about what they teach, with real ‘front-line’ experience. There is always so much they want to get across that I go away with masses to think about, and they’re always willing to give one-to-one support or advice as far as possible.” Web Developer, Freshleaf Media Ltd
Web Project Management
London – 20 Jan, 24 Mar, 24 May Manchester – 17 Mar
Managing web projects is difficult: mixed teams, experts in different areas and stakeholders frequently pull you in different directions and tight deadlines add additional pressures. Throw in changing requirements, high expectations, tight budgets and time restrictions and what is needed is a workable project management technique to provide structure and control that’s flexible enough to handle evolving requirements.
This course adopts an agile approach that combines the right level of control with flexibility.
What you’ll learn Quickly and effectively capture requirements and deliver on-time and to budget, even in a rapidly changing environmentDeliver early return-on-investment using agile incremental delivery methodsMeet all stakeholder requirements by introducing shared goalsEnsure that the delivery is of the highest quality
Web Project Management
Take the course, read the report, attend the event.
Econsultancy members do it all.
Book any combination of Web Project Management courses to save up to a third on the total cost.
View our full training programme online at econsultancy.com/learn 19
Avoiding Web Project Disasters
London – 4 May
Delivering a web project on time and to budget with all the features the users asked for is a tall order. So many things can go wrong: the content might be late, the developers might have underestimated, the delivered site might not work in the way you expected. How can you ensure that this doesn’t happen?
This course identifies a number of common pitfalls and introduces strategies for avoiding them happening or mitigating their effects if they are already affecting your project.
What you’ll learn Typical web project failures to watch out for and what to do about themHow to reduce dependencies between tasks in order to minimise the risk of projects going off the railsThe importance of testing early and often to ensure quality How to re-prioritise a project’s requirements and re-plan to get a project back on track when necessary
Planning Web Projects
London – 13 Apr
Web projects are complex. Different work streams such as content creation, usability, design, front-end coding and back-end development all have different constraints and dependencies. Using the best techniques from traditional approaches such as Prince2 and newer Agile methods, this course shows you how to create a robust plan for your project by enabling parallel development, reducing dependencies and allowing for the inevitable changes in requirements during the progress of the project.
What you’ll learn A project planning method that is tailored to web projects, avoiding excess paperwork, but strict enough to ensure a well-run projectAn approach for dealing with uncertain initial requirements and scope that changes through the life of the projectDeliver a tactical plan to meet strategic goals, allowing for testing phases and incorporating feedbackDelivering a plan that is most likely to result in an on-time and to-budget project
NEW NEW
Two new deep dive workshops to equip you with a robust toolkit for meeting project challenges head on
View our full training programme online at econsultancy.com/learn20
PR & Social Media
Online PR & Social Media
London – 18 Jan, 8 Feb, 22 Mar, 3 May Manchester – 17 Feb
The UK’s most popular introduction to online PRand social media marketing, this workshop looks at the effect of social media and Web 2.0 on marketingcommunications and PR so you can understand andharness the opportunities of user generated content.
Using a combination of reputation monitoring and mapping tools, and reviewing examples of best practice social media marketing and online PR, delegates will be able to understand how to plan and manage their communications in an age of digital networks, how to integrate online PR and social media with other marketing disciplines, and to identify and evaluate opportunities and risks of social media engagement.
What you’ll learn How online PR and social media fit with othermarketing disciplinesHow to use online PR and social mediato maximise visibilityEngage audiences and create communitiesManage negative brand perceptionEvaluate and measure online PR and socialmedia campaigns
We can deliver any of our courses as customised, in-company experiences.
See page 26.
Social Media with Search
London – 15 Feb
Building relevant links is an important element ofsearch engine optimisation but the last thing you want to do is damage your reputation through unethical link building practices. This workshop focuses on how PR communications and brand engagement can help improve natural search engine visibility whilst managing your online reputation.
Delegates will learn how online PR and social mediamarketing can be integrated into a search marketingstrategy. You’ll learn how to create an SEO drivenonline PR campaign, choose the right tools and develop compelling brand or business ‘social objects’ and ‘social currency’ to trigger conversations and manage reputation.
What you’ll learn All the ethical online PR and social media toolsto maximise your visibility (no black hat techniques!)How to improve your SEO through on- and off-sitePR and social mediaEvaluate and measure your SEO, PR and socialmedia campaigns
We also run Online PR courses specifically for marketing professionals in the healthcare and finance industries
See our website for full details.
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Social Media –Advanced Workshop
London – 3 Mar, 30 Mar Manchester – 6 Apr
This workshop aims to take delegates well beyond the familiar tools and techniques associated with social media, providing strategic insight into how and why social media works for businesses across all touchpoints.
You’ll examine consumer reactions to socialmedia activity and their engagement preferences, how to adapt working practices to get the most from a social media strategy that goes far beyond traditional marketing, and how to set up an effective measurement framework to gauge effectiveness. Case studies provide ample opportunity for benchmarking your own activity, and you’ll leave with a clear understanding of the future trends which could have a huge impact on your business. Delegates will also benefit from hands on, one-to-one consultation with Karl Havard as he reviews your campaigns and provides practical tips for improvement.
What you’ll learn Motivational reasons; passive and active people and why they typically converse about organisationsEnsuring the social web integrates with other communications channels; and the internal business structure needed to manage this effectivelyThe techniques associated with the organic spread of your content online (word of mouth)What to focus on, how to measure it and how to integrate it all together to derive business value associated with awareness, interest, conversion and advocacy
“ I found going through participants’ email examples really useful and the trainer was very engaging and a fountain of knowledge!” E-Marketing Executive, Aberdeen Asset Managers
Econsultancy’s Advanced Workshops are limited to 8 places - allowingfor plenty of interaction with the trainer!
And if you’re already a paid member of Econsultancy, you get a discount of 10% or more on all training courses (20% for Diamond Members).
Visit http://econsultancy.com/join for details.
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“ One of the best trainers I have ever had. Communicated everything very well, related to everyone and had advice for each attendee on how to improve their online strategy.”
EMEA PR Manager, Kingston Technology
Email MarketingEmail Marketing
London – 19 Jan, 29 Mar Manchester – 3 Feb
Email is still an important means of talking to yourcustomers – but you’ve got to make your email standout and actually get read.
This course is suitable for anyone who manages email campaigns or e-newsletters and wants better results. Led by an email marketing expert, it demonstrates how results and deliverability can be significantly improved by addressing issues within planning and implementation, from setting realistic objectives and understanding deliverability strategies, through to multichannel integration, content and behavioural targeting, segmentation and assessment of campaign results. So you’ll be able to continually improve your online marketing campaigns, boosting results and profitability.
What you’ll learn How to dramatically improve your email marketing resultsSharpen your email marketing strategy and evaluate the ROIMake sure your emails actually reach their targetUse testing to get more out of your email campaignsUse registration and click steam data to personalise campaigns
Email Marketing –Advanced Workshop
London – 17 Mar
If you feel you’ve reached a plateau in your emailmarketing performance and need an injection of fresh thinking from outside your company or industry, this course is for you.
You’ll cover the key leverage points for campaignsuccess, ranging from the fundamentals such assetting objectives, data gathering, contact frequency,personalisation and deliverability, to the latest industry news and developments. You’re encouraged to submit work beforehand for feedback from an industry expert trainer and fellow delegates in group discussion, in order to identify areas for improvement. The course will also allow you to reflect on your own individual campaigns through comparisons with other experienced marketers.
What you’ll learn The very latest email marketing strategies, tacticsand technologiesHow to critique and improve your own workThe most important metricsSophisticated testing and optimisation techniques
View our full training programme online at econsultancy.com/learn
Affiliate Marketing
London – 16 Feb, 10 May
Well-managed affiliate marketing can really pay off.But even though the theory is pretty straightforward,it’s often overlooked by advertisers because putting it into practice can be difficult.
Suitable for anyone running, or planning to run an affiliate programme, this course will give you a practical understanding of affiliate marketing, from defining a strategy and setting realistic business objectives to selecting and working with an affiliate programme manager and tracking online marketing activities. You’ll also learn how to review tools, partners and results for maximum impact, and the best affiliate incentives through a list of the top 10 dos and don’ts.
What you’ll learn Affiliate marketing from both the merchant and affiliate perspectiveHow to increase the performance of your affiliate programmeEmerging technologies and how to harness themBest practice strategy, tactics and measurement
Marketing: Digital & Beyond
“ The workshops and case studies were a particular favourite and were very useful and relevant to our affiliate program. The course was also very flexible with lots of discussion.” Ecommerce Co-ordinator, Ted Baker
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View our full training programme online at econsultancy.com/learn
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Persuasion Marketing
London – 12 Apr Manchester – 4 May
Understanding why people behave the way they doand then creating choice architecture around it is key to improving your customers’ engagement, which will in turn give your ROI a kick up the backside.
Many companies are already reaping the rewardsof combining the science of psychology with digitalmarketing methodologies. If you’re a retailer lookingto improve conversion or an organisation wantingto influence behavioural change this course will show you the way.
This course will run through the key principles,demonstrating through case studies why persuasionmarketing is important and giving you a framework for developing solutions for your own business.
What you’ll learnUse psychology to inform your digitalmarketing techniquesImprove conversion rates by steering visitorsin the right directionInfluence online behaviour through understandinghow to react to your customers
E-commerce Executive Briefing
See website for latest dates
E-commerce will drive more growth for multichannelretailers over the next 10 years than bricks and mortar store business. However, due to the rapid evolution of the sector, many board level owners of e-commerce feel unprepared to make key strategic decisions with regards to the scope of opportunity, the budgetand level of investment into the channel, the headcount and structure, and the longer-term direction. And in many cases, the financial performance is not maximized as a result.
This executive level briefing for board level owners of e-commerce will arm you with all of the informationyou require to make these vital strategic decisions.
What you’ll learn How an e-commerce business should be trading including the profit & loss driversThe systems that drive an e-commerce channelWhat best practice looks like in e-commerce
Multichannel Marketing
London – 23 Mar Manchester – 27 Jan
As customers multi-task, switch channels seamlesslyand filter out annoying communications, the need for a multichannel, integrated approach has never been greater.
Delivered by a marketing expert of over 15 yearsin on and offline communications, this course willenable marketers to appreciate the complexities of multichannel campaigns, highlighting key considerations around customer insight, creativity, channel selection, measurement and budgeting.The course is organised into three key areas: planning and strategy, integration, and delivery measurement and analysis.
What you’ll learn Current trends (media, audience, technology)that are transforming traditional mediaResearching, planning and buying for multichannel campaignsIntegrating creative strategyAttacking major issues with multichannel measurementPromotional techniques suitable for particular products
Marketing: Digital & BeyondNEW
25View our full training programme online at econsultancy.com/learn
“ I thought the trainer was absolutely brilliant. She adapted well to our group’s experience and not only made the topics come to life with real examples but also added personal anecdotes from her experience that were extremely useful.” Head of Communications & Ecommerce, Reiss
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Customised Training For Your Team
If you’re training five or more people,the custom route offers great value for money as well as: – Super-relevance – courses built for your industry and your team’s experience level.
– A more open atmosphere – where delegates can be frank about the challenges specific to the organisation.
– A range of formats – customised courses, sector-specific academies, digital mentoring, complete in-house conferences…
– A dedicated training consultant – to design the best programme and see that it’s delivered to the highest standards.
Formats Skills training – any of our trainingcourses spun for your sector, your skillsand your website (plus a whole lot morenot listed under public training).
Academies – a combination of targetedbriefing sessions, skills seminars, breakoutworkshops and consultancy services.
Conferences – an all-singing, all-dancingdigital marketing summit for your entire team.We’ll programme and manage the whole thing.
Mentoring – personal advice and strategicsupport for senior managers and directors.We’ll pair you up with the right peer.
Webinars – so you can learnanytime, anyplace.
You’re team is not like any other. You’re addressing specific challenges and opportunities with a particular skill set. That’s where our Custom Training comes in.
We’ll listen to your needs and design the perfect in-company training programme for your team – anything from an interactive workshopseries to a complete, custom conference.
Hey, Econsultancy is doing our global conference this year! Cool!
27For more information and to view more case studies visit econsultancy.com/custom
Look who we’ve customised for:Microsoft, COI, Reed Business Information, IPC Media, Turner Broadcasting, Mars, GE Money, Random House, HBOS Vauxhall, McCann-Erickson, Google, Euromoney, Harper Collins, Willoughby PR, Visa, RIBA, Moneysupermarket, CNN, MacMillan Publishing
Hachette UK Hachette UK, the UK’s largest and most diversified book publisher, needs to address skills gaps to rise to the challenges of digital publishing.
Econsultancy is helping up-skill their Sales, Marketing, PR, Editorial and Education teams. We started with internal focus groups to find the gaps, then designed custom programmes on topics such as social media,online PR and digital campaign planning.
“ Econsultancy worked directly with managers across the business to tailor each workshop to our needs. The workshops have been really well received and all feedback has been massively positive; it’s really inspired our staff to explore different digital opportunities. We look forward to introducing new topics and ways of delivering the training such as webinars and elearning.” Learning and Development Manager, Hachette UK
Custom Training in Action
We can deliver custom training in a variety of formatsand styles to suit your goals and budget. Here are two recent examples:
Lloyds Banking GroupAfter a competitive pitch, the Digital Banking Team within Lloyds Banking Group chose Econsultancyas their in-house digital training provider becauseof our extensive experience in delivering first-class, bespoke digital training for big brands. We designed and delivered an intensive, tailored digital training programme using leading industry expert trainers. Topics covered include social media, mobile marketing, usability & user experience, email marketing and persuasion marketing. “ Econsultancy has provided us with a unique training facility which we just couldn’t facilitate internally. They enable us to be at the cutting edge of thinking in the digital sector and have formed a key part in our on-boarding process for new colleagues into the team. I look forward to working with Econsultancy in the future as we expand our programme to more colleagues and more areas of digital.” Senior Digital Manager, Digital Banking, Lloyds Banking Group
“ I would recommend the course to digital professionals at any stage in their careers – it provides you with the space to learn new skills, consolidate your knowledge and re-evaluate your established ways of working, often with surprising (and inspiring) results.” Paul Moloney, Managing Director at CoastAMS and Econsultancy MSc graduate
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Professional Qualifications
MSc in Internet Retailing
Over the three years, you’ll be immersed in the skills required to manage a successful online retail business. From marketing and strategy, customer insight and product development, right through to logistics, operations and successful leadership, graduates emerge with the strategic and practical skills necessary to drive their business forward. You’ll benefit from practitioner-led training, top quality academic support and invaluable networking opportunities, with plenty of events where you can meet some of Europe’s leading e-commerce experts and really get under the skin of an online retail operation.
MSc in Digital Marketing Communications
Now in its fourth year, this is our most ‘popular MSc course. The programme, run in conjunction with Manchester Metropolitan University Business School, gives digital marketers the practical and strategic skills needed to take on a leadership role. The modules cover strategy and planning; digital tools for customer acquisition, conversion, and retention; campaign monitoring and measurement; and effective integrated marketing and organisational management. Your classmates will be from some of the UK’s top brands and your tutors are the very best in the business, so prepare for a challenging
If you’re eager to dive in at the deep end, break into the industry, accelerate your career or polish up your existing skills, our innovative postgraduate qualifications are for you. Our flexible part-time programmes evolve with the industry and fit around your current work commitment, delivering a fresh perspective and practical skills which are relevant to your business from day one. Our next intake will be September 2011 and by registering now, you will be the first to know when applications start being accepted next year.
Only 60 places available - register your interest now to be at the head of the queue or contact us to discuss your options.
“ The MSc experience for me so far has been truly invaluable, I’ve met a variety of new friends, increased my knowledge, level of strategic thinking and confidence. I would credit a large part of where I am today to what I have gained from the course.” Marketing Executive, Gabba and Econsultancy MSc delegate
29View our full prospectus online at econsultancy.com/qualifcations
Big-name delegate peers:Asda, Harvey Nichols, Walmart, South West Wales Tourism, Exact Target, British Council, Harvey Nichols,3i, Reiss, Next, Nokia, Bodleian Libraries, Expedia, Brother, University of Winchester, Redeye, Arcadia Group, Netstep, Coremetrics, Nykredit, the Equality and Human Rights Commission, Brass, Holland and Barrett…
Why Qualifications?
Recognition – qualifications that really mean something.
Work-based assignments – letting you apply your skills straightaway.
Peer group network – a diverse bunch of peoplebut all in the same boat as you.
Online discussion groups and support – to keep the ideas flowing.
Constantly updated – keeping you awareof the very latest developments and trends.
Plenty of flexibility – fitting around your current commitments, small teaching groups, and intensive support.
Stand out from the crowd!
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Econsultancy Events
The Future of Digital Marketing London – 15 Jun
In just one day, learn about the future of digital marketing from those leading the way. Get inside the minds of expert practitioners and leading thinkers to find out what needs to be in your development plans if you’re to be amongst the best.
This is an intensive, full-day programme focusing on the 6-18 month horizon, as seen by the pioneers of e-commerce and digital marketing. You’ll hear from two visionary keynotes and digital leader presentations on what’s coming up on the digital horizon, all topped off by relaxed networking at our evening drinks reception.
If you’re an experienced digital marketer or e-commerce practitioner, this is the place to see what’s on the horizon and what you need to do about it.
Digital Cream 2011
London – 8 Mar
Digital Cream is an invitation-only event for senior client-side digital marketers to help you meet your peers and learn from each other about the latest best practice, what’s working and what’s not.
The topic-focused roundtable format allows you to discuss a number of subjects that are most relevant to you and find out from your peers how they are addressing the challenges and opportunities you are also facing.
This is your chance to find out the latest on matters such as best practice, measurement, ROI, resourcing, supplier selection, recruitment, business processes, budgeting and trends in digital marketing.
Future Trends Innovation Briefing
London – 2 Feb Manchester – 9 Feb Leeds – 10 Feb
Our two-hour Innovation Briefings offer best practice tips, insight and immediately applicable techniques to take back to the office - ideal if you’re short on time but want to boost your skills.
Our first briefing of the year will explore the strategies you need to help future-proof your brand in 2011 and beyond.
Packed with cutting edge examples, the session will challenge the way you approach your communication strategy and stimulate you to think laterally about your brand’s presence in an ever-changing world.
We’re big believers in getting people together to network, compare notes and swap stories from the front lines of marketing. We present a wide range of events all over the globe, all year long. The idea: present the very best content delivered by real pioneer/visionaries to help you deepen your understanding, sharpen your strategies and accelerate your agenda. A few examples...
Econsultancy paid membership gives you a discount of 10% or more on all our events (20% for Diamond Members)
Visit http://econsultancy.com/events for details
Who we’ve worked with
Argos – ASOS – Avis – AXA Insurance – BBC – BritishCouncil – British Gas – B&Q – Bupa Cabinet Office – Cancer Research UK – Capital One – Centrica – COI – Debenhams Direct Wines – Estée Lauder Companies – Fortune Cookie – Gamestation – Halifax General Insurance – Hiscox – House of Fraser – Investec – IOP Publishing – IPC Media Jobsite – John Lewis – Justgiving – Royal Dutch Airlines – LateRooms – Legal and General Lloyds of London – Lloyds TSB – Met Office – Microsoft – Nationwide Building Society Net-a-Porter – New Look – Next – npower – Oxfam – PhotoBox – Post Office RBS Insurance – Royal Academy of Arts – Royal Mail – Royal Opera House – RSPCA Selfridges – Shell – Stena Line – Swinton – Tesco – The Telegraph – The AA The National Trust – The Open University – Time Inc. – TradeDoubler – TUI UK Urban Outfitters – Virgin Atlantic Airways – Vodafone
31View our full training programme online at econsultancy.com/learn
Course Page No. London Manchester
The Ideal First StepFast Track Digital Marketing 06 25 Jan, 22 Feb, 15 Mar 1 FebPowering the WebMobile Marketing 08 3 Feb Optimising your Site using Google Analytics 09 8 Feb, 5 May 18 May Usability and User Experience 09 1 Feb, 13 Apr 16 Feb Web Measurement and Analytics 09 2 Mar, 26 May 7 Apr Rich Media & Video Online Video Strategies 11 14 Apr Video Production for the Web 11 15 Feb 31 MarSearch Engine MarketingSearch Marketing – Organic/Natural (SEO) 12 2 Feb, 28 Apr 10 Mar, 19 MaySearch Marketing – SEO Advanced Workshop 12 16 Feb, 6 Apr 24 Mar Search Marketing – International/Multilingual 13 9 Feb, 17 MaySearch Marketing – Paid (PPC) 13 18 Jan, 18 May Improve your Writing Online Copywriting 14 27 Jan, 30 Mar 10 FebOnline Copywriting – Advanced Workshop 14 17 Feb, 5 May 12 May Planning & ManagingE-commerce Usability and Best Practice for Online Retailers 15 1 Mar eCRM Masterclass 15 10 MarLegal Training for Digital Marketers 15 7 Apr Managing Digital Teams 16 31 MarOnline Merchandising – Selling in the Digital Age 16 24 Feb 28 Apr Project Skills for Digital Marketers 17 1 FebWeb Project Management Web Project Management 18 20 Jan, 24 Mar, 24 May 17 Mar Avoiding Web Project Disasters 19 4 May Planning Web Projects 19 13 Apr PR & Social Media Online PR & Social Media 20 18 Jan, 8 Feb, 22 Mar, 3 May 17 Feb Social Media with Search 20 15 FebSocial Media – Advanced Workshop 21 3 Mar, 30 Mar 6 AprEmail Marketing Email Marketing 22 19 Jan, 29 Mar 3 Feb Email Marketing – Advanced Workshop 22 17 MarMarketing: Digital & Beyond Affiliate Marketing 23 16 Feb, 10 May Multichannel Marketing 24 23 Mar 27 Jan Persuasion Marketing 24 12 Apr 4 MayVisit http://econsultancy.com/learn for full course descriptions
Course dates – they do fill up, grab your place now!
