Online Marketing Training

[claretucker]

Guys and Girls I'm currently developing a website that will specialise in offering marketing training online. I'll be creating a range of short modules that will cover all of the basics of marketing from how to run an event to buying data, working with agencies through to knowing your 'tweet' from 'Reddit' and everything in between.

My courses will be aimed at anyone who is new to marketing or looking to increase their skills without having to leave their desk or pay a fortune to do it!

My question is this: What kind of topics would be most useful to you, what marketing subjects would you most like to learn about in 2 hours?

Feedback greatly appreciated, I want to build this venture with input from people of all walks of life and all levels of experience! Thanks in advance

 

[brianbeecroft]

I think it would depend if you was aiming at out and out beginners and how indepth you was planning to go. We teach photography and offer a range of courses. We have many students that will go forward to trade as pro photographers. They will often ask about online marketing but they will normally have very little idea of where to start. Some basic optimisation tips and PPC guidence is often what we have found useful for our students.

Keep me up dated of how your website comes along, possibly we could work with each other at some point.

 

[claretucker]

Great, thanks for the feedback Brian. I will be developing 2 levels one for complete beginners and one that starts to introduce planning and strategy but both will be suitable for new learners or those with little marketing experience. They will be ideal for anyone about to embark on self employment for example and new business owners who need that initial guidance cost effectively!

I'm currently developing the site and the courses with a view to launching in early September. If you can send me your contact details I'll drop you a line when it's up and running to have a chat!

 

[S-Marketing]

Clare, what is your background? What marketing qualifications do you have?

From your introduction it appears to me that your courses will be mainly about promotion and communication and not about marketing in its true sense.

 

[claretucker]

Hi I'm a chartered marketer with a postgrad from the CIM and have over 15 years experience predominetly in B2B marketing. My courses will be very much focussed on a combination of practical marketing advice with the fundamentals of 'textbook' marketing.

I've spent my entire career on results based marketing so the courses will be very much leaning on that, direct campaigns, lead generation but in delivered in plain English!

Hope that answers okay, would hate for you to think that I'm not a lead generator because that's my core!

 

[S-Marketing]

Hi I'm a chartered marketer with a postgrad from the CIM and have over 15 years experience predominetly in B2B marketing. My courses will be very much focussed on a combination of practical marketing advice with the fundamentals of 'textbook' marketing.

I've spent my entire career on results based marketing so the courses will be very much leaning on that, direct campaigns, lead generation but in delivered in plain English!

Hope that answers okay, would hate for you to think that I'm not a lead generator because that's my core!

Cool, that told me didn't it. It just seems to me that the vast majority of such courses are predominantly based on the promotional side of marketing with no real thought for the wider, strategic uses of marketing. Will you also be covering such subjects as competitor analysis, price strategy, using physical evidence for services, etc etc.

 

[claretucker]

Cool, that told me didn't it. It just seems to me that the vast majority of such courses are predominantly based on the promotional side of marketing with no real thought for the wider, strategic uses of marketing. Will you also be covering such subjects as competitor analysis, price strategy, using physical evidence for services, etc etc.

Sorry!! No they'll be definately focussing on results and much wider than promotion I promise! The 'intermediate' level will consist of 15 modules designed to introduce the basics of marketing strategy/planning/measurement though I haven't finalised the exact topic list hence the post, so your feedback is very welcome and much appreciated!

 

[S-Marketing]

Sorry!! No they'll be definately focussing on results and much wider than promotion I promise! The 'intermediate' level will consist of 15 modules designed to introduce the basics of marketing strategy/planning/measurement though I haven't finalised the exact topic list hence the post, so your feedback is very welcome and much appreciated!

One last question, Will the courses be aimed at small businesses? The reason I ask is that I have found that the vast majority of CIM qualifications, and therefore also former students, very much lean towards larger businesses. I ask as a CIM qualified consultant myself, having found that much of what I know about marketing small businesses, is very much based on experience and experiment as opposed to what I learn't from the CIM courses.

Sorry for all the questions, i'm genuinely interested. Getting you to explain yourself and your service a bit more isn't doing you any harm either is it?

 

[claretucker]

One last question, Will the courses be aimed at small businesses? The reason I ask is that I have found that the vast majority of CIM qualifications, and therefore also former students, very much lean towards larger businesses. I ask as a CIM qualified consultant myself, having found that much of what I know about marketing small businesses, is very much based on experience and experiment as opposed to what I learn't from the CIM courses.

Sorry for all the questions, i'm genuinely interested. Getting you to explain yourself and your service a bit more isn't doing you any harm either is it?

Ask away! A mixture of owner managed and smaller businesses but also larger organisations who have decent sized marketing teams some of whom might need to acquire additional marketing skills but who don't want the academic route or have the time go on day courses/workshops.

They won't be CIM courses/qualifications for the very reason that I don't want them to be long/textbook based and am aiming if you like one level below the CIM. For the exact reason you mentioned, not all smaller businesses and busy executives have the time, money or inclination to go through a degree but they are interested in learning about practical marketing and they need to do it quickly.

I will be providing certificates and am currently looking for a college/uni in the UK who would consider accrediting my offering!

 

[S-Marketing]

Ask away! A mixture of owner managed and smaller businesses but also larger organisations who have decent sized marketing teams some of whom might need to acquire additional marketing skills but who don't want the academic route or have the time go on day courses/workshops.

They won't be CIM courses/qualifications for the very reason that I don't want them to be long/textbook based and am aiming if you like one level below the CIM. For the exact reason you mentioned, not all smaller businesses and busy executives have the time, money or inclination to go through a degree but they are interested in learning about practical marketing and they need to do it quickly.

I will be providing certificates and am currently looking for a college/uni in the UK who would consider accrediting my offering!

One level below which CIM qual? The Prof Cert, Prof Dip?

 

[claretucker]

Below the introductory certificate!

 

[claretucker]

One level below which CIM qual? The Prof Cert, Prof Dip?

The lowest CIM cert it used be called Certificate in Marketing in my day!

 

[S-Marketing]

Below the introductory certificate!

Below the intro Cert is surely compariable to a fail in GCSE Business studies.

I dont think any colleges or Uni's would want to accredit that.

Apologies for being rather negative but this seems like one of those services that will promise much, but deliver little.

IMO marketing is very much about differentiating yourself from the competition. If everyone does the same courses and the same qualifications, where's the advantage.

Marketing, to be effective, needs to be tailored specifically to individual businesses so that an area of differentiation can be found and exploited. This will not be possible with short courses.

Just my opinion. I will be very interested in your thoughts.

 

[claretucker]

Below the intro Cert is surely compariable to a fail in GCSE Business studies.

I dont think any colleges or Uni's would want to accredit that.

Apologies for being rather negative but this seems like one of those services that will promise much, but deliver little.

IMO marketing is very much about differentiating yourself from the competition. If everyone does the same courses and the same qualifications, where's the advantage.

Marketing, to be effective, needs to be tailored specifically to individual businesses so that an area of differentiation can be found and exploited. This will not be possible with short courses.

Just my opinion. I will be very interested in your thoughts.

Oouch!! It's difficult for me to explain because it's still a concept! But I'm not really trying to compete at GCSE level or CIM, instead offer a basic overview of the key topics that say a self employed business person might want to learn about. The certificate is really for anyone who is part of a marketing team or looking to add skills to their CV 'I went on a xxx course' but not academic. It's offering real life marketing if you like but with the advantage of a certificate.

I would hope that a college/uni might see where I'm coming from when I can demonstrate and appreciate that it's a different slant on traditional learning more for the busy businesspeople of today but guess we'll have to wait and see on that!

The advantage of my approach is that they can quickly and cost effectively learn the basics of a certain marketing topic without the cost of finding a consultant, learning in depth, attending workshops or scouring online to pull snippets of information together. My courses will be different and they will stand out from the crowd, they will also deliver genuine benefit. But it's difficult at this time (until my website is live) to demonstrate that to you!

Blimey I only joined this forum a couple of days ago I didn't realise it was so intense!! Thanks for pushing though it all helps!

 

[S-Marketing]

I'm only asking questions that I think are relevant and giving you my honest opinion of your idea. Believe me, if some on here were trying to give you a hard time, you would know.

I'm not totally convinced that the courses are of any benefit, as I cant see they would be any more valuable, in any particular area, than buying a good book on the subject. As I said before, marketing is only effective if tailored to a specific business.

Be very interested to see your website when you go live, to see how you are marketing yourself.

I offer a marketing training service myself by phone, e-mail and in person and find it very succesful, as I give my clients ideas based on what I think they should be doing, in their own specific circumstances. I basically carry out a marketing audit for them, offer suggestions, and then provide them with the necessary skills and ideas to build on the information I have provided them.

I cant help thinking a 'one size fits all' approach actually ends up fitting no-one.

Anyway, enough of my ideas. You obviously have enough of your own. Am not intending to turn this into a 'Stretchy thinks your idea is rubbish' thread so ill leave it at that.

More than happy to continue our chat by Pm if you actually want my opinion. If not, all the best with your venture.

 

[claretucker]

I'm only asking questions that I think are relevant and giving you my honest opinion of your idea. Believe me, if some on here were trying to give you a hard time, you would know.

I'm not totally convinced that the courses are of any benefit, as I cant see they would be any more valuable, in any particular area, than buying a good book on the subject. As I said before, marketing is only effective if tailored to a specific business.

Be very interested to see your website when you go live, to see how you are marketing yourself.

I offer a marketing training service myself by phone, e-mail and in person and find it very succesful, as I give my clients ideas based on what I think they should be doing, in their own specific circumstances. I basically carry out a marketing audit for them, offer suggestions, and then provide them with the necessary skills and ideas to build on the information I have provided them.

I cant help thinking a 'one size fits all' approach actually ends up fitting no-one.

Anyway, enough of my ideas. You obviously have enough of your own. Am not intending to turn this into a 'Stretchy thinks your idea is rubbish' thread so ill leave it at that.

More than happy to continue our chat by Pm if you actually want my opinion. If not, all the best with your venture.

I appreciate your comments and feedback! I've also spent time on the consultancy and training of marketing so this is another approach that I want to try. Guess the proof will be in the pudding once it launches! It's so difficult for me to explain a concept when as you can tell I'm full of the ideas at this stage and can't show you what it's about! It will be much easier when I have a fully functional website then we really can have a good debate!

 

[S-Marketing]

I appreciate your comments and feedback! I've also spent time on the consultancy and training of marketing so this is another approach that I want to try. Guess the proof will be in the pudding once it launches! It's so difficult for me to explain a concept when as you can tell I'm full of the ideas at this stage and can't show you what it's about! It will be much easier when I have a fully functional website then we really can have a good debate!

As I said, looking forward to seeing your site, so I can tell you what you have done wrong

Best of luck with it. Feel free to PM me if you want to bounce any ideas around. I can be blunt, but am always honest.

 

[brianbeecroft]

I wouldn't get too hung up on the accreditation at this stage. Accreditation can be very time consuming and costly. The business man is looking for results rather than qualifications they won’t recognise a CIM, Prof Cert or Prof Dip. They will recognise results though and you can always offer your own certification.

Small businesses are looking more in house these days, so will often look to up skill their work force but are less worried about a recognised qualification. A lot of our students are having their course fees paid for by their employer . We offer photography courses with or without accreditation and our prices reflect this. The vast majority of employers opt for the non accredited option, it saves them money and their work force still gets the skills.
Obviously any connection with a recognised learning establishments will add weight to your courses but you would need to balance the weight of paperwork against and kudos value.

 

[claretucker]

Cheers appreciate it!

 

[claretucker]

As I said, looking forward to seeing your site, so I can tell you what you have done wrong

Best of luck with it. Feel free to PM me if you want to bounce any ideas around. I can be blunt, but am always honest.

Ahh thanks for that, I do appreciate it!

 

[sarah844]

Fornmal accreditation means it will have to meet various ofsted requirements for learning and development. That's another ball game altogether and your whole course content would have to be reviewed and re-configured to meet the criteria for formal accreditation. But that's not to say you can't go down that route, a few have, but it costs a lot. It's too early to be conisdering it, but no harm in having it as a possible goal to think about long term. If you can package it up nicely, you could always licence it out instead.

 

[claretucker]

I wouldn't get too hung up on the accreditation at this stage. Accreditation can be very time consuming and costly. The business man is looking for results rather than qualifications they won’t recognise a CIM, Prof Cert or Prof Dip. They will recognise results though and you can always offer your own certification.

Small businesses are looking more in house these days, so will often look to up skill their work force but are less worried about a recognised qualification. A lot of our students are having their course fees paid for by their employer . We offer photography courses with or without accreditation and our prices reflect this. The vast majority of employers opt for the non accredited option, it saves them money and their work force still gets the skills.
Obviously any connection with a recognised learning establishments will add weight to your courses but you would need to balance the weight of paperwork against and kudos value.

Hi Brain thanks for that I totally agree and that's what I'm hoping to offer. Accreditation would be nice but it's not a route I've tried before so I'll worry about it once I've got the website established!

 

[claretucker]

Fornmal accreditation means it will have to meet various ofsted requirements for learning and development. That's another ball game altogether and your whole course content would have to be reviewed and re-configured to meet the criteria for formal accreditation. But that's not to say you can't go down that route, a few have, but it costs a lot. It's too early to be conisdering it, but no harm in having it as a possible goal to think about long term. If you can package it up nicely, you could always licence it out instead.

Hi Sarah that's really useful thanks so much I had no idea it would involve so much! I think I'll put it on my 'to do in the future' box for now then and instead focus on what I know to do best which is the marketing! Love the licencing idea, really great thought, thank you so much!

 

[daveashe]

My business has an advanced online marketing training and coaching program.

We cover the following subjects:

Copywriting / Sales Letter Writing / Conversion / Testing
SEO on-page / off-page
/ Keyword Research (broad vs exact vs phrase match)
How to create banners that Get clicks on Adwords and other banner networks
Social bookmarking
Article Marketing
Forum Marketing
Blogging
Marketing Psychology
Personal Productivity

We are also developing a system that allows you to manage your online marketing tasks, as well as actually do those things for you. ie. post blog posts, post to twitter at a certain time, as well as take in RSS feeds and submit them to those different sites.

There is a lot of competition in this area, but there is a big enough market for everyone.

The biggest problem that i see is lack of real understanding and depth of knowledge, as well as teaching to the different learning styles of people. Some courses are too theoretical / academic (which are close to useless to most people) but some have just how-to steps without any backround as to why they should be doing this which again turns people off.

Also, covering what is important first then leaving out the also-ran sites so that if they only do one thing they just use x site.

I hope this helps, i've probably given too much away.

 

[brianbeecroft]

I would agree with what others have said. Online marketing is a huge topic and can be studied in great depth. This would lead me to think that a modular style of courses is appropriate.

The students could then buy the course or courses that would suite their requirements and skill requirements. You seem to favour short concise courses and this would suite this modular style.

You would then have more than 1 course and one skill level to sell. This is a good business model as you are able to resell to existing customers and have the option to offer discounts for multiple courses

 

[claretucker]

My business has an advanced online marketing training and coaching program.

We cover the following subjects:

Copywriting / Sales Letter Writing / Conversion / Testing
SEO on-page / off-page
/ Keyword Research (broad vs exact vs phrase match)
How to create banners that Get clicks on Adwords and other banner networks
Social bookmarking
Article Marketing
Forum Marketing
Blogging
Marketing Psychology
Personal Productivity

We are also developing a system that allows you to manage your online marketing tasks, as well as actually do those things for you. ie. post blog posts, post to twitter at a certain time, as well as take in RSS feeds and submit them to those different sites.

There is a lot of competition in this area, but there is a big enough market for everyone.

The biggest problem that i see is lack of real understanding and depth of knowledge, as well as teaching to the different learning styles of people. Some courses are too theoretical / academic (which are close to useless to most people) but some have just how-to steps without any backround as to why they should be doing this which again turns people off.

Also, covering what is important first then leaving out the also-ran sites so that if they only do one thing they just use x site.

I hope this helps, i've probably given too much away.

Hi Dave really appreciate this, very helpful and interesting. Your courses sound like they might complement mine, not clash anyway! Thanks again.