Internet Marketing: Marketing Planning Course Online

From: $50.00 Inc GST / week for 16 weeks



Tutor Support



Internet Marketing is multifaceted and requires the coordination of many individuals, channels, strategies, and resources. Putting an effective marketing and financial plan into action will not only ensure you remain focused on your objectives but will improve your chances of implementing a digital marketing campaign that hits the target. This Internet Marketing: Marketing Planning online course demonstrates how to plan and manage your marketing strategies so you can become a successful digital marketing strategist.

What are the aims of this Internet Marketing Course?

  • To develop a capacity to use social media and other applications for marketing on the internet.
  • Outline the possibilities for marketing any type of product or service effectively on the internet; in particular through the use of social media.
  • Describe the use of psychological theory as applied to internet marketing.
  • Determine an appropriate mix of online marketing techniques for a product or service, and how to properly utilize that web presence.
  • Identify, discuss and compare the more effective applications that are currently being used in social media.
  • Determine an appropriate online presence for the marketing of a product or service and know how to efficiently utilize that presence.
  • Determine what content to create, how to create it and where to use it.
  • Describe methods to develop and sustain effective online blogs and newsletters
  • Develop a one year strategy for the online marketing of a new product or service.

Detailed Course Outline

This course is made up a number of lessons or units. Each of these has self assessment questions, a set task (practical homework) and an assignment which you can upload online.

There are 7 lessons in this course:

1. Project Work

    • Access project scope and other relevant documentation
    • Define project stakeholders
    • Seeking clarification of issues
    • Identifying limits of own responsibility
    • Escalation
    • Develop project plan
    • What are project deliverables?
    • Legal obligations
    • Project management tools
    • Effective risk management
    • Developing a project budget
    • Top-down approach vs Bottom-up approach
    • Consulting with team members
    • Finalize project plan and gain approvals
    • Administer and monitor project
    • Task descriptions
    • Team culture values
    • Identifying strengths and weaknesses and monitoring progress
    • Resolving conflict
    • Recordkeeping systems
    • Maintaining, disposing and updating requirements
    • Managing project finances
    • Preparing and producing reports
    • Risk management
    • Achieving project deliverables
    • Project finalization activities
    • Legal requirements
    • Staff transitioning
    • Completing documentation
    • Reviewing project outcomes
    • Post-implementation review
    • Continuous improvement
    • Input into future projects

2. Financial Planning

    • Access budget/financial plans for the work team
    • Clarify budget/financial plans with relevant personnel
    • Negotiate any changes required to be made to budget/financial plans with relevant personnel
    • Prepare contingency plans
    • Disseminate relevant details of the agreed budget/financial plans
    • Provide support to ensure that team members can competently perform required roles
    • Determine and access resources and systems to manage financial management processes
    • Monitor and control finances
    • Implement processes to monitor actual expenditure
    • Monitor expenditure and costs on an agreed cyclical basis
    • Implement, monitor and modify contingency plans
    • Report on budget and expenditure
    • Review and evaluate financial management processes
    • Collect and collate for analysis
    • Analyse data and information on the effectiveness of financial management processes
    • Implement and monitor agreed improvements

3. Integrated Marketing Planning Workbook

4. Put it into Action

    • Brief stakeholders who participated in the marketing planning
    • Identify and brief marketing and non-marketing personnel critical to success of the marketing
    • Prioritise marketing strategies and identify resources for their implementation
    • Implement communication and team building strategies
    • Implement strategies for monitoring marketing activities and analysing marketing performance
    • Monitor marketing strategies and tactics
    • Monitor and implement promotional activity against communication objectives
    • Monitor product, pricing and distribution decisions
    • Monitor marketing results
    • Monitor marketing revenue and costs
    • Prepare and present marketing reports indicating ongoing progress
    • Evaluate and improve marketing performance
    • Regularly assess marketing performance against objectives
    • Identify opportunities for improvement
    • Change business practices in line with changing customer requirements
    • Document recommendations for improvement in accordance with organisational requirements
    • Communicate changes to marketing objectives and targets with relevant stakeholders

5. Direct Marketing Planning

    • Develop direct marketing strategies
    • Develop customer retention strategies on customer needs and wants
    • Develop customer loyalty strategies
    • Sweepstakes Regulations
    • Select direct marketing activity
    • Analyse changes in market trends to identify and select direct marketing opportunities
    • Compare advantages and disadvantages of types of direct marketing activities
    • Select most appropriate direct marketing activity
    • Match direct marketing activity to business objectives
    • Produce direct marketing plan
    • Document direct marketing objectives and purpose
    • Key performance indicators
    • Analyse previous response data
    • Corrective actions.
    • Calculate costs of direct marketing activities
    • Select methods to report and measure effectiveness of direct marketing activities
    • Assign responsibilities to team members for data capture and reporting

6. Putting Direct Marketing into Action

    • Allocate responsibilities for direct marketing activities
    • Assemble required resources to conduct direct marketing activities
    • Brief staff and suppliers on their budgets, timelines, roles and responsibilities
    • Develop forms for conducting direct marketing activities and recording responses
    • Implement direct marketing activities
    • Schedule work on each campaign element
    • Ensure staff and suppliers meet agreed production schedule and budget
    • Motivating the team
    • Identify any likely variations in production budget
    • Make provisions to cover promotion over-performance
    • Implement direct marketing activities
    • Ensure activities are implemented in accordance with legal and ethical requirements
    • Monitor direct marketing activities
    • Record responses at regular intervals throughout campaign
    • Identify and use evaluation criteria to determine campaign effectiveness
    • Determine whether campaign is over-performing
    • Implement new targets and procedures
    • Modify direct marketing activities
    • Determine continuous improvement opportunities
    • Analyse success indicators of direct marketing campaign
    • Document campaign performance
    • Key Performance Indicators
    • Encourage team members to identify and propose ways to improve campaign performance
    • Determine, document and assign responsibilities for required improvements

7. Websites for Marketing

    • What is electronic marketing?
    • Purpose and objectives of e-marketing
    • E-marketing plan
    • What is a value proposition?
    • E-marketing tools
    • Costing e-marketing tools
    • Revenue models
    • Target market
    • Incorporating e-marketing tools
    • Checking an e-marketing plan
    • What are effectiveness measures?
    • Legal and ethical requirements
    • Website marketing objectives
    • Evaluating the use of a website as a marketing tool
    • Tracking software
    • Feedback tools
    • Website design
    • Evaluating your website design
    • Evaluating website data recording, contacts and feedback mechanisms
    • Data recording
    • Contacts and feedback mechanisms
    • Website marketing strategy
    • Integrating your website marketing plan into your overall e-marketing plan
    • How effective is your website marketing strategy?

When you have completed the lessons of your Certificate course, you will be given the option of taking the optional exam. It’s okay if you don’t want the exam, we still issue your Careerline Certificate. For Advanced Certificates however, the exam is compulsory (per module) and are included in the course fee.


Your Tutor

Liselle Turner Content Writer & Founder of SCRIPTIO | B. Business (Marketing), Dip Hospitality Management, Cert IV TAE
Liselle Turner

Liselle is a content writer and project manager. In addition to her background in advertising, she has worked in the learning and development industry (e.g. TAFE QLD, Mission Australia, Work and Income NZ). She holds a Bachelor of Business, a Diploma of Hospitality and Management, and a Certificate IV in Assessment and Workplace Training.