high specialization course in marketing...cpc vs cpm paid vs seo lesson 3 banner advertising google...

www.RomeBusinessSchool.it [email protected]

HIGH SPECIALIZATION COURSE IN

MARKETING


HIGH SPECIALIZATION IN MARKETING

Better Managers for a Better World

2 www.RomeBusinessSchool.it [email protected]

Accreditation

Italian Ministry of Education, University and Research The Rome Business School has been recognized by the MIUR (Italian Ministry of

Education, University and Research) as a research centre, and is listed in the National

Research Registry with the code 61598.

Italian Republic and Chamber of Commerce The Rome Business School is legally recognized and authorised by the Italian Republic and Chamber of Commerce to deliver:

“Management training and consultancy, marketing and communication services,

education design, editorial activities by any means, including online publishing, except in

the daily press”.

European Union The Rome Business School is officially registered as a participant organization of the

Education and Culture Directorate-General and the Education, Audiovisual and Culture

Executive Agency of the European Commission, with the Participant Identification Code

(PIC) n. 937625960.

ISO 9001:2015 The Rome Business School has obtained the ISO 9001:2015 certification, that recognizes

the top quality standards of our training activities.

The ISO 9001:2015 accreditation recognises that our organization implements the quality

systems that provide the foundation for excellent customer satisfaction, staff motivation

and continuous improvement.

ASFOR The Rome Business School is officially registered as a member of ASFOR. ASFOR is the

Italian Association for Management Training, was founded in 1971 and, since then, its

primary purpose has been to develop the Italian managerial culture and adapt it, by

improving it, to the constant global social and economic changes.

European Council of Business Education The Rome Business School is officially registered as a member of the European Council of

Business Education. ECBE is an international not-for-profit educational organisation,

committed to develop innovative programmes which will help students to develop the

skills, knowledge and experience to succeed in today’s dynamic global economy.

Project Management Institute (PMI) The Rome Business School is accredited as Registered Education Provider (R.E.P.)

at the Project Management Institute (PMI), the world's largest project

management member association.




MODULE 1: DIGITAL MARKETING Description Digital media prompts opportunities and challenges for marketers to interact with consumers. The rules on how to best utilize the Internet and the new marketing channels it has precipitated are changing daily. Given these characteristics, this course will be a combination of analytical/critical endeavor and practical experience — we will learn how to analyze new marketing opportunities arising from the Internet, assess the challenges this medium presents, and develop an appropriate course of action to leverage the strengths of this medium. Our focus will be on concepts, strategies and tactics that can be employed in a wide range of settings. This course examines recent developments in e-business and considers the broad context of how consumers, technology, and marketing impact supply and demand. Objectives of the Course:

At the end of the semester the successful student will be able:

to identify multiple channels for digital (electronic) marketing

To understand the digital marketing role in the general company strategy

compare and criticize different digital marketing campaigns

Have an understanding of how digital marketing is applied in a contemporary day business practice.

To apply basic regulations and ethical concerns in advertising projects Learning outcomes After taking this course, students should be able to do the following:

• Think critically about new marketing strategies and tactics associated with the Internet • Build a Digital Marketing Strategy and incorporate the one in the General Company Strategy • Build successful Digital Marketing Campaigns such as Search, Display, Social Media and News-letter

Campaigns.

Apply these campaigns in the development of the marketing strategy. • Understand and measure the outcome of these campaigns • Understand the value of the customers gain through Digital Marketing Campaigns

Course Schedule

Date Topic

Lesson 1 Think Introduction to Digital Marketing Internet Web Digital Marketing Strategy

Create Web Development and Design Designing a website Context of the website

Lesson 2 Engage Introduction




SEO What Actually Matters Landing Page Optimization Paid Search Engine Marketing

Google Ad-Words CPC Vs CPM Paid Vs SEO

Lesson 3 Banner Advertising Google Display Network E-banners Vs Billboards Re Marketing

Social Media Facebook Facebook CPC Tweeter Facebook Vs Google

Lesson 4 Direct Marketing News-letters E-mail marketing Affiliate Marketing

Mobile Mobile Development App’s Messaging Search for Mobile

Lesson 5 Other Marketing Channels -YouTube (Video Marketing) -Pinterest -LinkedIn -Games -Blogs

Optimise -Data Analytics -What to Measure -How to Measure -Conversion Optimisation

Lesson 6 Customer Relationship Management Is Every Customer The Same? Customer Life Time Value Customer Retention Customer Service

Legal and Privacy Concerns




Module 1: SERVICE MARKETING Description Course provides an integrated approach to studying services that places marketing issues within a broader general management and strategic context. Covered subjects include: distinctive aspects of services marketing; frameworks for analyzing services; creating and delivering services; organizing and implementing the marketing effort; service positioning; targeting customers and building relationships; service management; cross-selling; measuring marketing success; improving quality and productivity; online services. Industry focus includes: financial services, consultancy, media, hospitality and leisure, retail, consumer services, healthcare. This class also explores the emotive component of decision making by consumers. Learn more about the way in which consumers make decisions to purchase services of intangible benefit. Ways to market to the services consumer is discussed. Schedule

#

Date

Instruction /

Activity

Topic

SERVICE SYSTEMS

1 Lesson 1 Lecture Brief review of marketing concepts.

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Distinctive aspects of service management.

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

How do services differ from one another?

Service as a process.

Service as a system.

SERVICE CONSUMER BEHAVIOR

2 Lesson 2

Lecture

Customer behavior, misbehavior, and complaining

behavior.

TARGETING AND POSITIONING FOR SERVICE CUSTOMERS

3 Lesson 3 Lecture Targeting customers, managing relationships, and building

loyalty.

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Positioning a service in the marketplace.

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Branding service offerings

Communicating and promoting services.




Teaching methods

Therefore, the course involves both mainly one way

teaching phases – to accurately transfer the reference

conceptual models – and practical application sessions

aimed at developing your operational and management

capabilities.

Your progress in the subjects taught will be tested and consolidated through exercises related to

actual managerial cases.

Class Format and Learning methods

The class will be combination of lectures, case analyses, discussion forums, applied research paper, journal article critiques, and final examination.

Course Requirements:

1. Attend class – take instructors notes, which can be used as a guideline.

2. Participate in class discussions. 3. Participate in case study analysis and

exercises; 4. Prepare and follow your own program for

home reading. 5. Think critically on the issues presented in the

classroom. 6. Avoid absences. 7. Impose a self – discipline regarding Rome

Business School rules and procedures.




Benefits

HIGH QUALITY LECTURES

All Rome Business School teachers are highly selected and internationally renowned trainers who come

from a multitude of operational and professional environments. They are therefore able to provide a

wealth of up to date experiences and competencies.

DOCUMENTATION

Participants will be issued with a wealth of documentation, including:

Slides,

Lecture notes,

Case studies,

Articles,

Useful links

CERTIFICATE

At the end of the course, the official Rome Business School certificate with ISO 9001:2015 will be awarded.

REGISTRATION IN THE ROME BUSINESS SCHOOL ALUMNI ASSOCIATION

Participation in the course entitles to be enrolled in the Rome Business School Alumni Association, the

international Rome Business School network through which students can share ideas, experiences and

projects and take advantage of exclusive training-cultural opportunities.

POST-COURSE ASSISTANCE

The Rome Business School’s teachers and experts remain available for students for any further

explanation, clarification and assistance beyond course conclusion.

Venue ROME BUSINESS SCHOOL NIGERIA CAMPUS 10B, Abimbola Okunnuga Crescent CL, Off Harold Sodipo CR, Off Joel Ogunnaike Street, GRA Ikeja, Lagos State.




HOW TO REGISTER To register you have to: 1. Fill in the REGISTRATION FORM attached to this leaflet

2. Complete the payment via bank transfer, with your details and the title of the course. Payments must

be made to: Bank account holder: Rome Business School Nigeria Limited Bank account number: 0021007935 Bank name: Stanbic IBTC Bank Plc

3. Send both the form and the bank transfer receipt via e-mail to [email protected]




Faculty Profile

FRANCIS TOROMADE – FCIM, MBA, MCIA, AMNIM, arpa

Francis Toromade is the Group Head, Strategy & Policy at Amo Byng Nig. Ltd; Amo Farm Sieberer

Hatchery Ltd; Diversay Solutions Ltd; natnudO Food. As Head, Policy and Strategy, he led the

company’s business development including research; training and development, and systems

development and coordination (including ensuring strategic harmony and proper coordination

between Operations, Finance and Human Resources). Additionally, he led market development,

planning and sales supervision for the company’s sub-unit (Natnudo Foods) responsible for frozen

chicken, super eggs, table eggs, beef and aquaculture.

From 2003 to 2015 he worked as General Manager Sales and Marketing Amo Byng Nig Ltd; Amo

Farm Sieberer Hatchery Ltd, his responsibilities covered leading the general administration, sales

and marketing, staff development and accounts management for several regional offices of the

company including offices in Oyo state, Abia state, Plateau state, and Lagos state. In this role, he

helped the company to expand production and product base, customer base and sales revenue by

more than 400% to N20billion per annum.

Together with his production and marketing team, he pioneered innovative research to improve

livestock production and management in the Nigerian market. For example, the introduction of

dual purpose bird “NOILER”, which was later tested and found to be resilient and capable of

empowering Nigerian youth and rural women and reducing poverty amongst them. he helped the

company build partnership to expand business opportunities with international businesses which

improved commodities financing and improved the company’s business investment in critical

Agricultural Infrastructures like Silos, Feed Mills, Rice Mills, Soya Processing Plants, technology

transfer, fertilizer supplies. All this investment increased the company’s market share of Nigeria’s

Agribusiness industry and profitability. Due to several innovations and pioneer products, he was

selected to be part of several study and research team. He was part of the team to test Rice Meal

(Rice Bran) in animal feed formulation in Nigeria (as supplement to Maize) in order to reduce feed

production cost. He was also part of the team to introduce the mostly widely used protease

enzyme (Cibenza); to test the use of Alimet (Liquid Methionine 88%) and Methyl Hydroxy




Analogue (MHA 84%) produced by Novus International for reducing Livestock feed production cost

in Nigeria. He led introduction of Interactive Voice Response (IVR), e- CRM application into Amo

Byng Nig Ltd and Amo Farm Sieberer Hatchery Ltd to signal the first introduction into Nigeria

Livestock Industry.

Toromade is one of our Senior Facilitators, he is currently undergoing a Master Program with

Rome Business School. He is doing his Master in Agribusiness Management in Rome Business

School.

MR LAWRENCE ORHORO AKPOVWOVWO - (MBA, M.Sc, PGD, Dip-Mktg, MNIM, MNIMN)

Mr Lawrence Orhoro Akpovwovwo, an excellent Sales and Marketing Manager, with practical

hands-on working experience spanning about 34 years. He started his Sales and Marketing career

in Sparkling Breweries Nig Ltd in 1983 as a Sales Representative. He was attached to the then

Bendel state market for two years, and was later transferred to the Rivers state market. In

February 1986, he left for the Livestock Feed & Flour Mill Industry – Bendel Feed & Flour Mill Ltd,

Edo state where he spent about 21 years. The company availed him the opportunity of working in

most states of Nigeria. He held several positions as he rose through the ranks from Sales

Representative, to the position of National Sales & Marketing Manager at the time he left in 2007.

He later joined the Energy and Health Drinks industry where he spent about three years. He is

currently the General Manager (Sales & Marketing), Amo Byng Nig Ltd – producers of Amo Feeds

and Concentrate for the Poultry Industry, and Amo Farm Sebierer Hatchery Ltd – producers of

Amo Day Old Chicks, Eggs, Point of Lay Birds and natnudO Frozen Chickens.

Lawrence holds an M.Sc degree in Public Relations and MBA in Marketing from the University of

Nigeria, Nsukka, Nigeria. He also holds professional certificates in Marketing of the Chartered

Institute of Marketing, UK. He has attended several management courses in Sales; Marketing &

Livestock related management training in Poultry and Livestock Feeds. He is a member of The

National Institute of Marketing of Nigeria and the Chartered Institute of Marketing, UK. He is

widely travelled and loves reading.

AKANAZU HUMPHREY OKECHUKWU (Ph.D) – Country Director, Rome Business School Nigeria




Is the Country Manager of Rome Business School in Nigeria, the International Coordinator for the

International School of Entrepreneurship for Trainers and University students in Nigeria; a project

being partnered by the Rome Business School and the National University Commission Nigeria and

a Consultant for Infomall Nigeria Ltd, a company that specializes in e-learning and e-management

in Nigeria.

He is a Researcher, a Social Entrepreneur, and an Educationist who comes from a rich background

of Management Education where he has had most of his career. Akanazu Humphrey Okechukwu

has a Master Degree in Social Services Management from Roma Tre University, Peace Building

Management from the University of St. Bonaventure (Rome) and a Master in Marketing and

Communication from Rome Business School. He obtained his Ph.D. in Psychology from the

University of Valladolid, Spain. He has hands-on experience in the design, delivery, co-ordination,

facilitation and administration of training and development initiatives in Nigerian major cities as

well as across Europe and United Arab Emirates.

Akanazu Humphrey (Ph.D.) specializes in Entrepreneurship development and Innovation in both

the Education and Financial Services Sector. He has developed projects on Entrepreneurship and

Innovation for Nigerian School Children and University Students. He is well experienced in

entrepreneurship development, which he also practices through his numerous business

partnerships with some reputable companies and institutions, both local and foreign.

In 2011, Humphrey worked as a researcher at the Interfaces of Psychology, Spain where he

presented part of his research work on Quality Assurance Methodology in Entrepreneurship

Education and Life Long Learning. He has also worked as a researcher with the Finance and Bank

Association (Associazione Effebi), Italy on the European Qualifications Framework (EQF), Quality

Assurance in Learning Organization in the Banking and Financial Sector in Europe (QUALOBSTER),

European Banking Network for Quality Assurance (EUROBANQUA), Financial Services EQF

Translator (FIRST) among other research projects with international organizations.




In 2016, Humphrey organized the First Annual Forum on Family-Owned Business in Nigeria; where

he introduced a Family Business Education model for Nigerian owned businesses. He is also the

founder of Association of Family Business Owners of Nigeria.

TEMITOPE OLUFIRANYE – B.Sc., MBA

Temitayo Olufiranye is a certified Digital Marketing Professional with significant experience in

brand development and management, building and managing internal and external business

relationships, facilitating Sales and Brand Management, Digital Marketing training. Mr. Olufiranye

is an Alumni of Digital Marketing Institute, Ireland where he did his Professional Diploma in Digital

Marketing.

He is also an Alumni of the PAN Atlantic University, Nigeria with a Certificate Program in Market

and Social Research. He did his Master of Business Administration (MBA) degree in Marketing and

Barchelor’s Degree in Economics both from the Obafemi Awolowo University, Ile-Ife. He has

hands-on experience in Sales & Marketing for B2B, Market Research, Relationship Management,

Brand Management, and Customer Service with significant achievements within Marketing and

Advertising, Information Technology (software development) and Financial Services Industries.

He has good commercial approach to solving problems and developing business in a fast moving

environment, and well networked with the ability to deliver my responsibilities professionally,

while adapting quickly to changing situations. In line with the Rome Business School’s general

approach and the best international standards, the course is designed with the aim of providing

excellent training with an emphasis to its concrete application in the job, professional and

company markets.

TEMITAYO OYINYEMI is a Digital Marketing enthusiast with over 5 years of experience working on

major brands like Diamond Bank, Unilever, FBNQuest, Vodacom etc. Temitayo Oyinyemi is the

Marketing Director of PrimeClick Marketing, a results-driven Digital marketing agency, that help

companies grow their business using pay per click marketing channels. They focus on

implementing Strategies and analyzing metrics that have a direct relationship with the bottom line

of a company. He has worked both in brand and agency sides of the digital marketing world which




made him become a firm believer that digital marketing will be a key driver in the explosive

growth of small and middle scale businesses in Africa. Temitayo Oyinyemi specializes in Google

Advertising, worked with Business owners that have a great product or service and need to reach

customers using Google's powerful advertising channels like:

Google My Business (Create a Profile of your business with google so potential customers

can call you or get directions to your physical location using Using Google Maps )

Search Ads (Show ads When people look for information that relates to your business on -

Google)

Display Ads (Banner ads on publisher sites like LindaIkeji)

YouTube Ads

Mobile App install Ads and

Gmail ads (Ad in the inbox of Gmail Users)

high specialization course in marketing...cpc vs cpm paid vs seo lesson 3 banner advertising google...

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