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Certificate IV Information, Digital Media & Technology: Business & Social Media Marketing
This course provides the skills and knowledge for an individual to be competent to design, develop and use digital media technologies as an assistant information and communications technology (ICT) specialist working independently or as part of a larger development team. The course specifically covers how to integrate search engine optimisation, social media elements and social media marketing principals into a Website design.
Section 1: DESIGN CONCEPTS & ANALYTICS
This subject introduces the fundamentals of Photoshop and teaches a broad spectrum of core skills that are common to many creative fields: working with layers and selections; adjusting, manipulating, and retouching photos; painting; adding text; automating; preparing files for output; and more. This subject demonstrates established techniques as well as those made possible by some of the new features unique to Photoshop CS4. The subject is indispensable to those who are new to the application, just learning this version, or expanding their skills.
- Learning and customizing the interface and workspace
- Utilizing various manual and guided selection techniques
- Working with Adobe Camera Raw
- Adding special effects with layer styles and Smart Filters
- Creating Photomerge panoramas
- Optimizing photos for the web and creating web galleries
Search Engine Optimization (SEO) explains the importance of site rankings and why search engine optimization is necessary for increasing web site traffic.
This subject covers choosing the best keywords, performing keyword research, augmenting keywords with search-friendly site architecture, creating social media networking strategies, and measuring the success of an SEO campaign.
Google web analytics platform is to generate and evaluate information about the visitors to a web site, including data on site traffic, user behaviour, and marketing effectiveness. This course covers the out-of-the-box functionality, from account creation to reporting fundamentals, and explains how to glean insights from the vast array of data available.
- Setting up an account
- Installing tracking code on a site
- Reading the dashboard and understanding high-level metrics
- Understanding how visitors use and navigate web site content
- Analysing visitor and traffic source reports
- Tracking AdWords and other marketing campaigns
- Planning and configuring goals
- Utilizing segmentation for deeper analysis
- Understanding the raw data and how it’s collected
- Selecting and comparing date ranges
- Using flow visualization to see how visitors navigate through a site
- Identifying slow-performing pages
This subject covers both the ins and outs of Dreamweaver, as well as recommended best practices for crafting new web sites and files, the fundamentals of HTML and CSS, and how to ensure clean and accessible code. This subject also includes how to use tools in Dreamweaver to create and style web pages, manage multiple sites, and add user interactivity with widgets and scripting.
- Defining and structuring a new site
- Creating new web documents from scratch or from templates
- Adding and formatting text
- Understanding style sheet basics
- Placing and styling images
- Creating links to internal pages and external web sites
- Controlling page layout with CSS
- Building and styling forms
- Reusing web content with templates
- Adding interactivity
- Working with video
This subject introduces the students to the world of social media content by showing dozens of ways to promote a company’s brand, increase sales, drive traffic to a site, and engage with customers using two of the hottest social networking venues today, Facebook and Twitter. Not only the fundamentals of social media marketing, but also how to create a professional, top-level presence that can put a company in the viral marketing sweet spot. From creating Facebook fan pages to crafting the most perfect Twitter bio for SEO, This subject dives into the details of both services, and discusses the best third-party add-ons that maximize the social marketing impact.
- Understanding online marketing
- Keeping business and personal accounts separate
- Developing a marketing funnel strategy
- Creating a branded Twitter page background
- Optimizing tweets to help them go viral
- Leveraging the latest Facebook features for pages
- Creating targeted Facebook social ads
- Customizing Facebook pages with iFrames
- Using Twitter and Facebook analytics to measure impact
- Reducing your workload with social media management programs
Section 2: ONLINE MARKETING CONCEPTS
The subject introduces the student to world of online marketing and the ideas of e marketing language can have for web marketers, web designers, and business owners. The subject takes a look at the basis of any online marketing effort—a business’s web site—and reviews how the different components of the site can support the business’s goals, from SEO and SEM to social media, online PR, and content marketing.
In this subject, it shows how to use WordPress to create feature-rich blogs and web sites. Content includes a walk-through of common tasks in WordPress, from setting up an account to launching self-hosted sites. The subject also includes tutorials on inserting media, installing plug-ins, creating custom themes, and incorporating search engine optimization (SEO).
- Building and modifying a profile
- Publishing posts and pages
- Utilizing page templates
- Inserting images, video, and other media
- Working with themes
- Understanding widgets
- Creating child themes
- Working with the Twenty Ten theme
- Launching a self-hosted site using BitNami
- Setting up a site for search engine optimization (SEO)
- Ensuring site security