Course "Internet Marketer" - course 102,000 rubles. from Yandex Workshop, training 7 months, Date: December 14, 2023.

Introductory course 5 hours

Introduction to Marketing

In this module you will become familiar with the Internet Marketer course syllabus. Find out how the training goes and who will help you study. Learn basic marketing concepts and build your first marketing funnel.

• User path
• Marketing funnel
• Drivers and barriers in the funnel
• Business and Marketing Metrics
• Principles of training in the Workshop

1 module 65 hours

Marketing: starting to work with business

You will learn how to assess the state of a customer’s business: analyze marketing and business metrics, calculate the economy, conduct a strategic analysis and build a brand platform.

Sprint 1. Basics of marketing business analysis
Sprint 2. Brand positioning

• Google Sheets
• Unit economics
• End-to-end analytics
• User path
• The target audience
• Market analysis
• Competitor analysis
• Unique Selling Proposition (USP)
• Marketing research
• Usability of landing pages
• Brand positioning
• Marketing Strategies
• Marketing funnel
• Marketing audit
• Business KPIs
• Customer brief

Project 1
Calculation of metrics, drawing up a marketing funnel and development of business unit economics scenarios

Project 2
Target audience research and comprehensive strategic brand analysis

Additional module

Business problem setting

Find out what information a marketer needs to get from the customer. Learn to prepare a brief and questions for it, record and analyze the results, and use data to prepare a commercial proposal.

Module 2 70 hours

Attracting customers through contextual advertising

You will become familiar with the basic concepts of contextual advertising and study the principles of advertising in Yandex. Learn to create a media plan, prepare semantics, write ads and create graphic banners. Create and configure advertising campaigns in Yandex Direct yourself and master Direct Commander.

Sprint 3. Contextual advertising: preparation for launch
Sprint 4. Yandex Direct

• Media planning
• Collecting requests
• Yandex Direct
• Campaign Master
• Wordstat
• Creating Ads
• Retargeting
• Semantic core
• Launch strategy
• Principles of lead generation
• Review of sites
• Direct Commander

Project 1
Preparing a strategy for launching an advertising campaign

Project 2
Creating and setting up advertising in Yandex Direct

Module 3 60 hours

Attracting customers through advertising on social networks

You will learn how to set up VK advertising campaigns yourself: get to know the platforms and audience, create a community and an advertising account, draw up a campaign structure, create creatives in different formats, set up targeting, get acquainted with retargeting, learn the rules moderation. Get acquainted with the capabilities of advertising companies in Telegram Ads - with setup, analysis and optimization.

Sprint 5. Targeted advertising: preparation for launch
Sprint 6. VK Advertising and Telegram Ads

• Media planning
• VK Advertising
• Creating Ads
• Communities
• Launch strategy
• Review of sites
• Working with Audiences
• Telegram Ads

Project 1
Preparing a strategy for launching an advertising campaign

Project 2
Setting up a main and retargeting campaign in VK advertising

Module 4 60 hours

Analytics and advertising optimization

You will learn to formulate business goals, set up the collection of advertising statistics using web analytics counters, prepare technical specifications for installing pixels and collect reports. Analyze advertising effectiveness and optimize advertising campaigns to increase their effectiveness.

Sprint 7. Web analytics
Sprint 8. Advertising management

• Google Analytics
• Yandex Metrica
• Pixels
• Conversion
• Hypotheses
• Reports
• Advertising optimization

Project 1
Designing goals and setting up a web analytics system, preparing technical specifications for installing meters, creating a report based on analytics data

Project 2
Analysis of campaign effectiveness. Formulating hypotheses and preparing an optimization plan 

Module 5 60 hours

Brand communications and awareness building

You will understand how to improve business performance through website optimization, working with bloggers and content marketing. Learn to effectively manage search engine optimization with the help of contractors. You will learn how to create a content strategy and organize promotional activities with influencers.

Sprint 9. SEO website optimization
Sprint 10. SMM, content marketing, bloggers

• Creating a one-page website
• Tilda
• SEO
• SMM
• Bloggers
• Content plan
• Working with a contractor

Project 1
Managing SEO settings for a website

Project 2
Preparing a content plan, drawing up a brief for advertising with bloggers

Module 6 75 hours

Stimulation of sales and repeat purchases

You will learn how to increase sales without increasing your advertising budget. Learn to increase project profits through repeat sales: use email newsletters to attract, retain and revitalize users. Get acquainted with classic marketing channels and work on a project in a team.

Sprint 11. Email marketing. CRM. Loyalty and repeat purchases
Sprint 12. Other advertising. Promotions and news feeds

• Loyalty program
• Email newsletters
• CRM
• Retention
• Repeat sales
• Promotions and sales
• NPSATLBTLPR and native advertising
• Event
• News feeds

Project 1
Launching and optimizing email campaigns

Project 2
Group project on channel strategy depending on product features

Bonus module

Marketer presentation


Module 7, 45 hours

Program: basic, advanced

Preparing and defending a marketing plan

You will go through the entire cycle of Internet marketing: from market analysis to assessing the effectiveness of the activities carried out. Propose a strategy that will lead the customer’s business to the desired indicators, learn to measure and present the results of the work done.


Module 8, 30 hours

Program: extended

Startup Marketing

You will get acquainted with the cycle of work of an Internet marketer in a new business. Learn how to conduct the discovery process, design the economics and MVP of a product, and also learn how to conduct UX/UI research. Build a product development strategy and select the necessary promotion channels.

Module 9, 30 hours

Program: extended

E-commerce and promotion on marketplaces

Learn the process of creating and the basics of working with online stores, learn how to do SEO optimization of an online store, and understand the capabilities of 1C. You will also understand cross-selling and upselling, as well as working with the client base. Explore the possibilities of Yandex Direct, VK Advertising and Yandex Metrics for online stores. Learn how to promote products on marketplaces.

Module 10, 30 hours

Program: extended

Medical marketing

Study the specifics and legal features of promotion in the field of medicine. Master SEO optimization, learn how to manage the reputation of a medical organization and work with reviews and clients, study promotion on Yandex Maps and classifications - everything in context medical field.

Module 11, 30 hours

Program: extended

Marketing in finance

You will understand the features of the marketing funnel and brandformance marketing in the financial sector. Learn how to do media advertising, learn how to build a content and SMM strategy for the banking segment. Learn the basics of CPA and affiliate marketing opportunities to promote financial services.

Module 12, 30 hours

Program: extended

Real Estate Marketing

Study the specifics of the customer journey, as well as the features of reputation marketing in the real estate industry. You will work with performance channels: test different audiences and set up retargeting campaigns, analyze promotion on classified ads, set up display advertising. Learn the capabilities of BI systems for automating analytical reports.

Module 13, 30 hours

Program: extended

B2B marketing

Get acquainted with the features of promoting b2b products in IT and industry. You will learn about the role of expertise in b2b marketing and learn how to combine content strategy with Event marketing, as well as work with the client to achieve business goals, explore the possibilities collecting analytics. You will understand how to work with contractors and agencies.

Bonus module

Program: extended 

Online School Marketing

You will get acquainted with the specifics of promotion in the online education market, learn how to search and test alternative funnels, calculate the economy and perform end-to-end analytics. You will also work with positioning and brand communications of educational products. Learn how to convey the value of a product using content promotion. Explore crowd marketing, referral marketing tools, and reputation management in online learning.

Module 14, 40 hours

Program: extended

Graduation project. Presentation of marketing strategy