Introduction to a markup language (HTML). Writing an application. Tags. Introduction to a cascading style sheet language (CSS). Use of custom controls. Data integrity validation. Creation of client-server web applications. Update of existing applications.

Introduction of new ideas and initiatives. Online awareness strategy. Identification of appropriate blogs for posts. Building relationships with key influencers and ambassadors. Social media monitoring and surveillance (threats, potential opportunities, damage to online reputation). Use of video sharing sites (YouTube). Identification of websites and influencers online. Awareness activities for site editors, writers and other influential people. Development of strategic online partnerships. Paid placement, sponsorships, search engines and banner advertising.

Elements of an audio and video composition. Importing and organizing video sequences for editing. Production of compositions in various formats (information capsule, advertising video, webinar, 180 + 360 video). Capturing audio files of different formats. Editing audio files. Cleaning procedures for audio files. Audio effects. Creation of soundtracks. Introduction to video processing software. Non-linear video editing. Record live video. Creation of video sequences. Video effects and transitions. Soundtracks in a video project. Composition techniques in a video project. Animation and video sequences of different formats. Use of video sharing sites (YouTube, Vimeo).

Strategic management of the organization's presence on social media. Public relations plan (methods and techniques used to inform the public, methods and techniques used to promote branding, methods and techniques used to promote good relations). Benefits of a social media management system. Development of new avenues to reach customers. Opinion relay. Press relations. Newsletters. Creation of viral content. Moderation of discussion forums. Engagement and interaction with users. Management of negative comments and trolls. Public relations and customer service. Crisis management on media and social networks.

Search engine marketing. Distinction between SEO and SEM. Search engine research page (SERP). Visibility strategy. Category hierarchies (appropriate content, effective ranking). Keywords. Scope. Frequency. Costs. Reputation management. PPC (pay-per-click) advertising campaigns.

Search Engine Advertising (SEA). Ad positioning. Auction system. Return on investment (keywords, prices). Advantages (get visibility on a very popular query, get good visibility for a query quickly).

Planning digital marketing campaigns. Budget for digital marketing campaigns. Exploitation of digital marketing campaigns. Digital marketing strategy. Staff selection and analysis. Reputation management. Crisis management (Types of crises, analysis of potential crises, determination of actors and operational, preventive and curative approaches, development of a strategy (emergency plan), simulations and reflections in the face of crisis management). Customer service.

Digital data tracking systems. Measurement of digital data. Digital data collection. Analysis of digital data. Reporting of digital data. Results interpretation. Consumer's behavior. Effectiveness of advertising campaigns. Business opportunities. Optimization of marketing channels. Customer loyalty.

Monitoring of search engine marketing initiatives (tools, techniques, processes). Setting goals. Definition of performance indicators. Return on investment. Application of data analysis to consumer behavior. Customer loyalty (needs, values, forecast defection models). Customer relationship management software.

Main characteristics of a professional portfolio. Format and level expected. Labeling of items in a portfolio. Assessment of its strengths and weaknesses. Quality of a portfolio. Updating a portfolio. Copyright laws and ethics. Legal implications of the use of unauthorized documents. Transport or electronic shipment considerations. Personal promotion resources. Marketing perspectives of a portfolio. Adaptation of the portfolio according to the recipient. Assembly and development of a web portfolio and a traditional portfolio. Use of the portfolio for professional purposes (presentation, standing out, types of interlocutors, search for contracts).

Job search strategy. Job interview preparation. Interview simulation. Putting into practice and integrating the personal and professional skills necessary for the exercise of the profession of social media manager. Observation, communication and intervention skills. Interaction with colleagues and suppliers. Collaboration with the work team. Professional conduct in accordance with the ethics of the profession.