Online Marketing International

This course will be held in English.
Contents:

Module 1: Online Marketing Strategy

• Status quo & trends in online marketing (4 P, Marketing 5.0, etc.)
• Special features of international vs. local marketing
• Introduction of ecomex 6P: The basis for long-term success as a marketer/skill profile of the modern marketer
• Strategic product development (value proposition design, business model canvas) & international brand positioning (customer journey analysis, personas, S.W.O.T., Porter’s 5 forces model, etc.)
• Overview of online marketing channels: advantages & disadvantages, channel use in different countries, marketing concept, KPI definition, budget creation, campaign development & media planning
• Agile work processes & multinational teams (definition Scrum, product owner, UX designer)
• Steps to the optimal technology platform (definition Martech, Build or Buy, MVP, Marketing Automation)
• Analysis & optimization: tracking techniques, data sources & analysis tools (Google Analytics, etc.)
• The use of artificial intelligence (AI) in online marketing
• Daily practical exercises & tried-and-tested templates for the above content

Module 2: Website Marketing / AI in Online Marketing
Website Marketing

• Technical basics of the WWW
• Goals & scope of website creation
• Target groups, personas and regional characteristics
• Customer journey mapping
• Task prioritization & milestones
• Site structure, sitemap & navigation
• International multi-domain strategy & URL concepts
• Technical setup with CMS/website builders, hosting
• UX design, layout & performance factors

AI in Online Marketing

• AI basics: When does a machine become intelligent?
• Which AI tools are currently available for the marketing process?
• Risks & limitations of AI
• Introduction to prompt engineering
• Practical project: From the development of an international brand to campaign management
• Content development with AI: text, images, videos, music, avatars, etc.
• Campaign development, media planning, success monitoring & reporting (with ChatGPT, DALL-E, Neuroflash, Midjourney, HeyGen, Synthesia or similar)
• AI in Microsoft & Google Workspaces
• Special tools for international projects
• Copyright, data protection & GDPR - what is the status quo?

Module 3: Content Marketing / Social Media Marketing I
Content Marketing

• International brand building & content strategy
• Positioning with Simon Sinek’s "Golden Circle”
• Target group-specific content with personas
• Format planning with the content matrix
• Development of the core story: the hero’s journey
• The development of country-specific topic areas & use of AI (ChatGPT) in multilingual content planning
• The international editorial plan, style guides & content management
• Quality & project management, goal definition & success measurement 

Social Media Marketing I

• Social media basics
• Strategy, goal definition & KPIs
• How algorithms work
• Fan and follower acquisition in an international context
• Excursus: hashtags
• The Facebook news feed, Facebook pages & post formats
• The news feeds on Instagram, X, LinkedIn & Xing
• Images for social media 

Module 4: Social Media Marketing II

• Instagram stories at a glance
• International best practices, features & templates
• Canva - possibilities & limitations
• Introduction to vertical video
• Reels on TikTok and other platforms
• Introduction to YouTube & Pinterest
• Live videos & video streaming
• Excursus: social selling
• Find the right channel strategy
• Community management & crisis communication
• Intercultural peculiarities
• Dealing with trolls & reviews
• Content & topic planning
• KPI, social monitoring & reporting
• Tools: Canva, Kapwing, Clipchamp, Trello, Facelift and others

Module 5: Search Engine Optimization (SEO)

• Definition of SEO & position of SEO in online marketing 
• Country-specific SEO 
• Global & regional players (Google, Bing, Baidu, Yandex etc.) 
• How a search engine works, SERPs and user intent 
• The most important SEO factors, keyword research and visibility 
• On-page optimization measures for websites 
• Technical SEO, crawling & indexing 
• Off-Page SEO: link building, link profile and link audit 
• International relaunch planning, local SEO, international SEO 
• Working with tools such as Sistrix, Search Console, and many more 
• Daily practical exercises & tried-and-tested templates for the above content 

Module 6: CRM & Marketing Automation

• Basics of CRM & marketing automation
• Manage the customer journey with automated processes
• The multinational marketing & sales channel mix in B2C & B2B
• Automation options & the importance of email
• Overview of CRM & automation tools
• The B2B sales process & inbound marketing
• B2B customer personas & the buying center
• Content in inbound marketing & the use of AI
• Successful landing pages for inbound campaigns
• The importance of email marketing
• Distribution structure, newsletter design & international best practices
• Lead management, lead scoring & CRM insights
• The perfect LinkedIn profile & sales navigator options
• Sales Intelligence & predictive selling
• The right tool selection for your project 

Module 7: Search Engine Advertising (SEA)

• Introduction of SEA & Google Ads advertising network
• The auction process
• Understand key figures & define goals
• Structured keyword research & keyword options
• SEA strategies for multiple languages ​​& search engines
• Introduction to the Google Ads account
• Setting up the Google Ads account
• Creation of the campaign structure for international campaigns
• Set up the first Google Ads campaign
• Ad extensions & optimization
• The quality score & other important metrics
• Google display, shopping & YouTube
• Best practice campaigns on Google channels
• Performance Max campaigns
• Campaign analysis & exercises 

Module 8: Social Media Advertising

• Basics of social media ads
• Overview of PPC advertising
• Introduction to the meta-cosmos
• The Meta Business Suite
• Introduction of Facebook Ads
• Basics & structure of international campaigns
• Bundling into ad groups
• Target groups & Facebook audience Insights
• Facebook tracking & optimization
• Other local & international platforms
• Task: Creating campaigns for a company
• Introduction to media planning 

Module 9: Web Analytics & Optimization

• Introduction to web analytics
• Competencies, methods & KPIs
• Special features of international projects
• Introduction to measurement frameworks
• The UTM parameters
• Integrate & configure Google Analytics 4
• The Google Tag Manager
• Event tracking, data layer & e-commerce tracking
• GDPR & Consent Manager
• Basics of attribution models
• Approach to A/B testing & personalization
• Definition of growth hacking
• Market overview analysis & BI tools
• The break-even analysis 

Module 10: Online Marketing Law / International Project Management 
Online Marketing Law

• Basics of online law
• …