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| Course Name: | Click!: Web Advertising, Advergaming & Online Marketing Strategies
| | Discipline: | Marketing and Sales Management | | Faculty: | IMMAP
| | Description: | In partnership with the Internet & Mobile Marketing Association of the Philippines (IMMAP)
In this Digital Marketing Diploma Program module, learn the art and science behind online advertising. Find what type of online ads will work for your campaign, from simple contextual text ads, rich media ads, online viral videos to interactive advergames. Know the factors that spell success or disaster to your online advertising campaign such as the offer, creative execution, ad placement and integration, and gain great insights from successful local and global online ad campaigns.
The course starts on May 14, 2010, Friday, with an introductory face-to-face session at the Ateneo Graduate School of Business Amphitheater, Rockwell Drive, Makati City, from 8:30am - 12:30pm. The face-to-face session will be followed by a self-paced 2-week online course from May 15 - 28, 2010. | | Schedules: | | | Objective: | After the course, you will:
- Understand the basic framework and common language for web advertising;
- Recognize different web advertising methods based on case studies;
- Apply appropriate marketing models based on usage requirements;
- Understand metrics and guidelines of web display; and
- Integrate web advertising strategies into your respective brand campaigns.
| | Outline: | I. Introduction: Web Advertising, Advergaming, and Online Marketing Landscape
A. How did it all start?
B. Where are we?
C. Where are we going?
II. Basic Concepts in Web Advertising, Advergaming, and Online Marketing
A. Web Advertising, Advergaming, and Online Marketing Defined
B. Fulfillment of Marketing Objectives
C. Web Advertising and Advergaming and Online Marketing Ecosystem
D. Web Advertising and Advergaming and Online Marketing Lingo
E. Kinds of Web Advertising and Advergaming and Online Marketing Campaigns
F. Features of Web Advertising and Advergaming and Online Marketing
III. Creative Execution Examples and Case Studies
IV. Web Advertising, Advergaming and Online Marketing Plan Development Process |
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ATENEO de MANILA UNIVERSITY
ATENEO GRADUATE SCHOOL of BUSINESS
CENTER for CONTINUING EDUCATION
3rd Floor, Ateneo Professional Schools Bldg., 130 H.V. Dela Costa St., Salcedo Village, Makati City, Philippines 1200
Telephone Numbers: 830.2050, 840.1742 | Fax Numbers: 810.7809, 867.3824
Copyright (C) 2008 Ateneo De Manila University Ateneo Graduate School of Business Center for Continuing Education
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