The  Athens  Training  &  Development  Center,  in  association  with  the  Institute  for  
Innovation  and  Creativity  at  ACS  Athens,  offers  a  program  leading  to  the  CeMA  
Certification  in  eMarketing.

About the courses

The CeMA (Certificate of eMarketing Association) courses in eMarketing are designed to give students and professionals the
opportunity to learn how to apply online marketing tactics as they enter a lucrative, high-demand, well-paid profession, or – for those
already in the field -- to enhance their position in the marketplace. The CeMA Certification Examination is administered following
the completion of the four courses listed below:

• Basic eMarketing
• Advanced Website/Blog/Mobile Marketing
• Advanced Search Marketing
• Advanced Social Marketing/Web 2.0

Course delivery
The courses will be conducted at the American Community Schools (ACS) of Athens in Halandri, in classroom ICCT 1 in the
Library. Each course will meet once a week from 6 pm to 9 pm for eight weeks. Students may take a maximum of two courses per
term. Courses will be scheduled on Mondays and Wednesdays.

In addition to the physical meetings, students will interact via an online e-learning platform designed to facilitate easy interaction
among the students, as well as between the students and the course instructor.

Students’ knowledge will be assessed each week with a project-based assignment that will focus on the topic for that week.

Final Exam and Research Project

Students will design a practical research project in week one and will have the duration of the course to complete it. At the end of the
course, the students will be required to sit for a Final-Exam, which is a two-hour exam covering the entire content of the course.

Completion of all course assignments and projects is required for earning a certificate of successful completion at the end of each
course.

CeMA Certification Examination

Students who have successfully completed all four courses are eligible to sit for the CeMA Certification Examination in Summer
2011.

Individual Course(s) Participation

Based on their needs and prior knowledge and experience, students and professionals may take individual courses without
completing the entire program. A course participation certificate will be granted, but the student will not be eligible to sit for the
CeMA Certification Examination.

Instructor
Spiros A. Gianiotis
Upon coming to Greece from the USA, Mr. Gianniotis completed his high school education at ACS Athens and earned a Bachelors
in Chemistry from the University of Athens, while at the same time earning a Bachelors in Business Administration, Economics and
Accounting form the University of La Verne. He also holds an MBA. He has held senior marketing management positions in BP
Chemicals, Janssen Pharmaceuticals and Warner Lambert. For the past 20 years he has been co-owner of Info Publications Ltd., a
leading company in publishing and Internet services. While pursuing a career in the business arena, he has taught for the past 30
years at various British and American Universities in Greece and is the founder of Athens Training and Development Center.
What is CeMA Certification?

CeMA is an e-marketing certification program accredited by the eMarketing Association (eMA). The program provides certifications
to individuals who demonstrate competency in the eMarketing arena after completion of the CeMA exam. The CeMA certification is
a substantial credential for individuals as well as professionals. The CeMA certification can be of benefit in employment
applications, resumes, bios, and college admission applications. The certification is recognized globally and is the only e-marketing
certification recognized by a state office of education.

A recent study by the eMA indicates that 70% of all marketing positions are requiring e-marketing competency. There is a gap
internationally, between current academic curriculum and employer demand for e-marketing skills. Educational organizations have
recognized this gap and are offering solid programs in e-commerce. The eMA strongly supports these programs and offers an
enhancement in the form of a certification. This program helps prepare the future marketers for the challenges of tomorrow’s
business environment.

The CeMA certification provides a mechanism for individuals and professionals to demonstrate competencies. It provides employers
with a tool to use when hiring and screening job candidates. It provides college and university admission boards with insight into a
students initiative, competency and commitment. It gives scholarship committees valuable information about a student's motivation.

References:
The eMarketing Association has been selected as one of the top professional associations for business students!
http://www.rasmussen.edu/degrees/business/blog/top-professional-associations-for-business-students/
James Madison University
http://theresabclarke.com/cemafall10

Course dates and price

Registrations close: 15 February 2011
Courses start: 21 February 2011 (Monday session -- Course 1)
23 February 2011 (Wednesday session – Course 2)

2 May 2011 (Monday session – Course 3)

4 May 2011 (Wednesday session – Course 4)

Tuition and Payment

The course fee is 600 Euro per course.

Payment of tuition is made by deposit to one of the following accounts and the deposit slip must be presented to the instructor on the
first day of class:
Bank: CITIBANK
Organization: Info Publications Ltd.
Acc. No.: 0500599928
IBAN: GR0840 1190 0000 0050 0599 928
Swift: CITIGRAA
Bank: ALPHA BANK
Organization: Info Publications Ltd.
Acc. No.: 135002320008161
IBAN: GR060140135013500002320008161
Swift: CRBAGRAAXXX
Bank: EUROBANK EFG
Organization: Info Publications Ltd.
Acc. No.: 0026 0207 67 0200176880
IBAN: GR4602602070000670200176880
Swift: EFGBGRAA

Alternatively, students may pay half of the tuition upon registration, and the other half during the course:
· 345 Euro/course is due when you register
· 345 Euro/course is due on 5 March 2011
For groups registering together, a 10% discount is applicable on the course fees.
The tuition can be covered by the OAED program LAEK 0,45 .
Places are limited and are awarded on a first-come first-serve basis.

Cancellations
If you wish to cancel your place on the course and obtain a full refund you need to notify us in writing by 6 October 2010 (the day on
which registrations close). Cancellations after 6 October 2010 do not qualify for a refund.
Please note: We reserve the right to cancel the entire course if there is insufficient demand for the courses. In this case students will
receive a full refund of their course fees.

Scroll down for course descriptions…

Course 1

Innovative  Practices  in  eMarketing  

Mondays,  6:00  –  9:00  p.m.,  Feb.  21,  28;  March  7,  14,  21,  28;  Apr.  4,11  

When  you  complete  this  course  you  will  have  the  knowledge,  skills  and  practice  to  
understand/know  how  to  do:    
The  course  objective  is  to  identify,  learn  and  apply  all  the  marketing  tools  available  on  the  Internet  to  formulate  
an  eMarketing  Plan  for  a  business,  which  will  either  be  completely  online  or  a  combination  of  online  and  offline  
marketing.  
 
Specifically,  students  will  learn  the  basic  eMarketing  fundamentals,  and  they  will  work  individually  and  in  
project  teams  to  engage  in  in-­‐depth  exploration  and  research  to  find  and  use  the  online  resources  and  tools  
related  to  the  topic  of  investigation.  Through  this  process,  they  will  compile  a  sophisticated  and  extensive  set  of  
tools,  which  they  will  use  throughout  the  course  of  study,    as  well  as  in  their  endeavors  as  future  eMarketers.  
Upon  completion  of  the  curriculum,  they  will  acquire  the  methodology  to  keep  at  par  in  the  ever-­‐evolving  
environment  of  the  Internet.    Upon  completion  of  the  course  students  will  have  created  a  blueprint  of  the  
eMarketing  Plan:  the  course  project.  
 
Students  will  learn  how  to  conduct  market  research  and  to  identify  potential  markets  by  industry,  by  country,  
etc.  Furthermore,  they  will  learn  how  to  create  a  database  of  e-­‐mails  and  how  to  use  them  ethically  and  
effectively.  They  will  learn  how  the  affiliate  marketplace  works,  for  both  sellers  and  buyers,  and  they  will  sign-­‐up  
with  several  affiliate  programs  with  the  goal  to  make  their  first  online  money.  They  will  also  see  the  power  of  
article  marketing  and  press  releases  by  posting  them  on  the  Internet  to  acquire  traffic.  Students  will  also  
experiment  online  with  organic  search  and  pay-­‐per  -­‐click  advertisement  schemes.    
 
Course  Topics  
eMarketing  Business  models  
eMarketing  definitions  and  terms  
Internet  history  and  statistics  
Integration  of  online  and  conventional  marketing  
Market  research  
Profiling  and  targeting  potential  customers  
Developing  effective  databases  
Customer  relationship  management  
Strategies,  Goals,  Target  marketing  
Metrics  for  eMarketing  
Banner  advertising  design  
Banner  Advertising  strategies    
Email  Marketing    
E-­‐mail  list  rental/compilation  -­‐  Permission  marketing  
Demographics  and  Psychographics    
Software  platforms  for  delivery  of  e-­‐mail,  use  of  auto-­‐responders  
Design  techniques  -­‐  Writing  styles      
Metrics  for  e-­‐mail  marketing    
HTML  vs.  plain  text  -­‐  hyperlinks,  rich  media  and  graphics,  in  e-­‐mail    
Filtering  systems,  E-­‐mail  bounces,  Timing  of  e-­‐mail  releases    
Ethics  -­‐  Privacy  issues  -­‐  Spam  -­‐  Legal  issues  -­‐  COPPA  issues    
E-­‐mail  marketing  planning,  Managing  e-­‐mail  marketing    
Strategic  positioning  of  e-­‐mail  in  the  media  mix  
Viral  marketing  
Affiliate  marketing  
Affiliate  networks  
Product/Service  supplier  and  Product/Service  advertiser  
E-­‐Commerce  promotion  tactics  
E-­‐Commerce  strengths  and  weaknesses  
Web  PR  
Online  publicity  
Writing  online  press  releases  
Effective  search  engine  optimization  
Directory  vs.  search  engine  differences  
Paid  Placement  search  engine  models  
eMarketing  Plan  
 
 
 

Course  2  

Advanced  Website/Blog/Mobile  Marketing  

Wednesdays,  6:00  –  9:00  p.m.,  Feb.  23;  March  2,9,16,23,30;  April  6,  13  

When   you   complete   this   course   you   will   have   the   knowledge,   skills   and   practice   to   understand/know  
how  to  do:      
 
In  this  course  students  will  learn  everything  needed  to  get  up  and  running,  from  selecting  an  ISP  to  host  a  
website/blog,  purchasing  a  domain  name,  setting  up  a  Content  Management  System  (CMS),  constructing  a  
site/blog  and  making  it  available  both  for  Internet  users  as  well  as  mobile  phone  users.  By  the  end  of  the  course  
each  student  will  have  his/her  own  website/blog,  which  will  be  set  up  to  make  money  online.  
Course  Topics  
Content  Management  Systems  (CMS)  
Evaluation  of  CMS  for  websites  and  blogs  
Creation  of  a  website/blog  
Effective  site  navigation    
Navigation  for  sales    
Browser  solutions  on  the  web    
Site  design,  Site  typography,  Colors  and  image  flow    
Site  requirements    
Site  diagnosis  methods  and  tools    
Effective  copy  techniques    
Visitor  expectations    
Visitor  load  and  its  consequences    
Credit  card  acceptance  processes    
eCommerce  processes    
Checkout  fundamentals,  Shopping  cart  differences  
Permission  marketing  models    
Legal  requirements  for  your  site    
Domain  Registration  and  names    
Site  hosting  models,  Basic  server  issues  
Log  files  and  metrics    
Requirements  of  any  website    
Things  to  avoid    
Competition  analysis    
Basic  optimization    
Site  load  speed  and  its  effect  on  Marketing      
Database  and  dynamic  server  pages    
Target  marketing  
Mobile  Marketing  
Facts  and  Figures,  Audience  
Pros  and  Cons  of  Mobile  Marketing  
Mobile  Protocols  
Mobile  Technologies  
Mobile  Websites,  Standards,  Search  
Mobile  Campaign:  
SMS/Texting  
Mobile  Content  
Mcommerce  
CPA  Marketing  
Pay  Per  Call  
Local  Marketing  
Lead  Generation  
Applications  
Ad  Platforms  
Resources  
 

Course  3  

Advanced  Social  Marketing  –  Web  2.0  

Mondays,  6:00  –  9:00  p.m.,  May  2,9,16,23,30;  June  6,13,20  

When  you  complete  this  course  you  will  have  the  knowledge,  skills  and  practice  to  
understand/know  how  to  do:    
 
In  this  course  students  will  learn  to  use  the  major  Web  2.0  sites  and  how  to  dominate  a  market.  They  will  create  
accounts  in  sites  such  as  microblogging,  social  networking,  discussion,  video  sharing,  photo  sharing,  content  
publishing,  collaborative,  review,  and  others,  and  use  them  to  drive  traffic  and  acquire  page  rank  for  their  
website/blog.  They  will  learn  and  apply  the  principles  of  leverage  using  RSS,  readers,  aggregators,  and  
directories.  Among  the  skills  they  will  develop  will  also  be  how  to  monitor  online  conversations  about  their  
product/services,  their  competition  and  future  trends.  With  this  course  they  will  see  first-­‐hand  the  power  of  
networking,  among  themselves  and  with  others  on  the  Internet  via  the  online  real  time  assignments,  which  will  
provide  them  with  the  blueprint  of  an  efficient  and  effective  Web  2.0  campaign.  Upon  completion  of  the  micro-­‐  
assignments  they  will  have  completed  their  term  project.    
 
Course  Topics  
Why  to  use  New  Media  and  Social  Media  
The  tools  of  the  Web  2.0  World  
Learn  about  RSS,  readers,  aggregators,  and  directories  
Listening  to  Conversations  
  Setting  up  a  Personal  Learning  Network  &  Social  Search  
  Monitoring  Conversations:  Google  Alerts  &  Yahoo  Pipes  
Learn  -­‐  Relationship  Building  
  Microbloging  
  Social  Networking  
  Discussions  
Learn  how  to  Disseminate  Content  /  Distribution  
  Presentations  
  Video  Sharing  
  Bookmarks  
  Screencasts  and  demos  
  Podcasting  
  Skype  or  IM  
  Photo  Sharing  
  Content  Publishing  
    Articles  
    Blogging  
    Wiki  
    Live  Streaming  
Learn  how  to/about  -­‐  Rating  Tagging  
  Collaborative  Filtering  
  Reviews  Recommendations  
Learn  how  to/about  -­‐  Entertainment  
  Social  Gaming  
  MMO  
   Virtual  Worlds  
Social  Marketing  Analytics  
Creating  strategy,  tactics,  setting  goals  and  targets  
Leveraging  Social  Networks  and  Online  Communities  
"Web  3.0"  
 
 

Course  4  

Advanced  Search  Marketing  (SEO  -­‐  PPC)  

Wednesdays,  6:00  –  9:00  p.m.,  May  4,  11,  18,25;  June  2,8,15,22  

When  you  complete  this  course  you  will  have  the  knowledge,  skills  and  practice  to  
understand/know  how  to  do:    
In  this  course  students  will  learn  how  to  do  Search  Engine  Optimization.  Using  online  tools,  they  will  learn  what  
keywords/keyphrases  to  go  after  and  the  strategies  to  accomplish  traffic  and  page  rank.  They  will  create  content  
for  web  pages,  blog  posts,  videos,  ppt,  pdf,  podcasts  and  have  them  rank  on  the  search  engines  using  the  
techniques  of  SEO.  Students  will  learn  how  search  engines  work,  what  they  like  and  what  not  to  do.  They  will  
master  the  art  of  link  building  and  submission  to  directories,  search  engines  and  online  maps  for  websites  and  
mobile  phones.  All  of  these  techniques  will  be  applied  on  the  student's  website/blog.  In  addition,  students  will  be  
exposed  to  the  online  advertising  market  and  how  it  works.  They  will  create  and  implement  an  advertisement  
campaign.  Upon  completion  of  this  course  students  will  have  the  blueprint  for  doing  search  engine  marketing  
and  will  have  created  a  steady  stream  of  traffic  to  their  site,  which  will  translate  into  earning  a  profit,  either  from  
the  product  or  service  they  are  selling  or  as  commission  from  affiliate  products  they  are  promoting.    
 
Course  Topics  
How  to  get  listed  
Using  meta  tags  
Measuring  and  tracking  success  
How  to  get  high  rankings  
Keyword  research  /  selection  
Determine  Current  Ranking  
Pay  for  Position  Programs  
Site  design  techniques  for  higher  rankings/Search  Engine  Friendly  
How  to  deliver  targeted  pages  
Search  engine  descriptions  
Crawler  based  search  engines  
Search  directories  
Alt  tags  for  your  images  
Using  descriptions  for  your  site  
Cloaking  and  doorways,  what  to  avoid  
Search  engine  ethics  
Landing  pages  from  your  listings  
Managing  pay  for  position  services  (PPC)  
PPC  Targeting,  keyword  research  and  budgeting  
PPC  writing  effective  text  ads  and  landing  pages  
Link  building  and  analysis  
Search  engine  algorithms  
Search  engine  statistics  for  your  marketing  plan  
Top  search  engines  
Adding  a  search  engine  to  your  website  
How  the  Open  Directory  works  
Search  engine  submission  software  and  services  
HTML  and  XML  Sitemaps