Mastering Web Marketing

Written by Digital Academy. Posted in Courses

In this 'new economy' the increasingly sophisticated and highly-connected consumer expects more from brands; he or she wants personalization, relevance, convenience, simplicity, and proximity - all of this underscores the growing size and complexity of the digital marketing landscape, which necessitates an integrated approach.

Marketing silos must be torn down; communications processes must be re-worked; long-held paradigms must be shattered. Marketing orthodoxy needs to evolve to meet the formidable challenges facing brands today. To respond to the higher sophistication and expectation levels of the hyper-connected consumer, businesses need integrated digital marketing.

This course takes an in-depth look at how to take a brands product and message into the new economy.


  • The context of media and what it means for marketers today.
  • The global and South African “new economy” landscape.
  • Essential industry terminology.
  • How brands are using the web 2.0 framework to capture a greater share of the consumer wallet.
  • The principles of user experience (UX) design.
  • Web 2.0 best practices - navigation, design, writing, content, integration.
  • Digital marketing strategy for web.
  • Web analytics and the critical metrics that each marketer should use as part of any digital strategy.
  • An overview of Search Engine Optimisation (SEO).
  • Types of web marketing: 

- eMail marketing

- Display marketing

- Search engine marketing

- Affiliate marketing

- Content marketing   

  • Local and Global case studies: best strategic approaches.
  • Regulatory issues pertaining to web based marketing.

Who should attend

  • Brand managers
  • Marketing managers
  • Sales executives
  • Public relations professionals
  • Media planners
  • Strategic planners
  • Corporate communications
  • University graduates 

You should bring an internet enabled device, notebook, tablet or smart phone along with an open mind and a willingness to engage and debate.

Marketing and the web landscape is an intense seminar which give you an-depth understanding of digital marketing and the plethora of online channels which can be used to take your product and message successfully into the new economy.

Full day (9am – 5pm)

JHB – Contact us for other regions.

R3200 + VAT per person
Groups (3+), previous students and Alumni Graduates qualify for 10% discount.

If you introduce 5 or more then you get the discount as a commission. (Only available for alumni.)