This course introduces the basic principles and methods of strategic online marketing

for business clusters and networks. It provides an overview of the world wide web and

the main methodological approaches for online marketing as adapted to business

clusters and networks.

The course begins with a strategic analysis of online marketing objectives and

requirements. In order to implement this analysis, business clusters must align their

online marketing objective with their general strategic objectives. They reflect on how

they can differentiate their cluster online, and the mix of content marketing necessary to

promote the cluster organisation versus the cluster members.

At the conclusion of the course, business clusters will be prepared to begin defining the structure and content of their online marketing strategy and effort.

No prior technical knowledge in web design or online marketing is required to participate in this course. 


This online training course was developed under the auspices of the InterCom project: Internationalisation and

Commercialisation Methods for Business Networks. The InterCom project is co-funded from the European

Commissionís Lifelong Learning Programme, Project Number 2013-1-PL1-LEO05-38152. Further information on the

InterCom project can be found on the project website:

All opinions expressed herein are those of the course author and do not express nor commit the European

Commission or the Leonardo da Vinci Programme.

Unless otherwise specified, all content in this training course is the exclusive intellectual property of Navigator

Consulting Partners LLP. It is not to be used, reproduced, altered or disseminated without the express prior

permission of Navigator Consulting Partners LLP.

Neither Navigator Consulting Partners LLP nor the course author Philip Ammerman accept any liability, express or

implied, for business results or outcomes that may arise as a result of participation in this training course.

We have taken every step possible to reference key statistics and to safeguard third party logotypes, images and

intellectual property. If you feel that certain concepts, logos, images or other content has been used inappropriately or

should be referenced differently, please contact us at the contact information below.

Navigator Consulting Partners LLP

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High Holborn, WC1V 2HP

United Kingdom

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© Navigator Consulting Partners LLP, 2015