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Advertising Sales Manager
OK
£Highly competitive

Experienced Media Sales Managers & Executives
London
Competitive basic salary

Online Editor
Maidenhead, Berkshire
Circa £35,000


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Online publishing

Module leader: Hugh Look

Hugh is a well-known independent consultant, writer and lecturer working in the media and publishing industries. His consultancy practice covers business and technology strategies in digital media and marketing using interactive media.

Module content

(i) The digital channels

• Web; email; messaging; interactive TV; mobile phones; games platforms

(ii) Integrating digital and traditional channels

• Who are the users, and what do they do online?
• Who are the key players, and what are they doing?

(iii) Successes and failures in digital publishing

• Case studies of successful strategies – some difficulties and disasters

(iv) How markets and customers react to online products

• Consumer markets, business markets, home and international markets

(v) Investment and design of products

• Investment criteria; design and development

(vi) Technology implications

• Make or buy? Content management

(vii) Skills required to run online activities

• Strategy and planning – user experience

(viii) Building database and market intelligence

• Customer relationships

(ix) Revenue opportunities, advertising, sponsorship

• Subscriptions, pay-per-view, advertising, sponsorship, e-commerce

(x) Keeping ahead of the competition

• Where to find the next big thing

(xi) Financial control of web products

• Where money gets spent. How to plan and manage finances