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: http://intercom-project.com
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.
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