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Course on

Affiliate Marketing

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Course on Affiliate Marketing


Affiliate marketing is a branch of online marketing that is based on achieving results. Companies or websites, called affiliates, are responsible for advertising to merchants (stores or advertisers) by publishing their advertisements or promotions.

Affiliate marketing allows business owners to achieve great digital marketing results, without the need to invest large budgets, and with the security of knowing where the traffic to their website came from. Unlike pay-per-click techniques, affiliate networks do not put you at risk, since the payment made to the affiliate network is defined based on valid results and not by clicks or impressions.


Objectives

At the end of this subject, the student must be able to solve problems, make decisions and formulate judgments based on incomplete information in any aspect related to marketing and online strategy.

This knowledge will be translated and must be demonstrated by their ability to design and implement an online business communication strategy.

General competences

  • Apply the knowledge acquired in the context of organizations and companies, as well as especially in the field of commercial communication and the digital environment.
  • Solve problems and make effective decisions when faced with problems and situations of a highly competitive level.
  • Integrate the knowledge acquired and face the complexity of formulating judgments based on information that, being incomplete or limited, includes reflections on social, economic and ethical aspects.
  • Communicate their conclusions and the ultimate knowledge and reasons that support them in a clear and effective way to both specialized and non-specialized audiences.
  • Possess the learning skills that allow them to continue studying in a way that will have to be largely self-directed or autonomous, in order to remain up to date with the technological challenges.
  • Possess the learning skills that allow them to start an academic career in the area of knowledge of Communication Sciences, after having developed a professional career for a year, if that were their desire.
  • Show that they know how to work effectively in a team.

Course program

Unit 1. Introduction to affiliate marketing
  • What is affiliate marketing?
  • When did affiliate marketing come about?
  • Who are the main players in affiliate marketing?
    • Advertisers
    • Affiliates
    • Users
    • Affiliate networks
  • What are the main business models for affiliate marketing?
    • Cost per thousand impressions (CPM)
    • Cost per click (CPC)
    • Cost per lead (CPL)
    • Cost per acquisition (CPA)
  • How much can an advertiser pay for advertising?
  • What are the main affiliate marketing metrics?
  • How does the advertiser know which affiliates are bringing what results?
Unit 2. Types of affiliates in affiliate networks
  • What is an affiliate?
    • Types of affiliates
    • Vertical portals
    • Blogs
    • Price comparators
    • Metasearch engines
    • Keyword buyers
    • Database providers
    • Ad networks
    • Traffic brokers or media buyers
    • Discount websites
    • Mobile performance
    • Retargeting
    • Social networks, communities and forums
Unit 3. Lead generation strategy
  • What is a lead and when to hire a lead generation strategy?
  • How do lead generation strategies work?
    • Creativities
    • Landing page
  • I have the lead, now what?
    • Advertiser perspective
    • Affiliate perspective
Unit 4. Sales strategies
  • Aspects that an affiliate must take into account before activating sales strategies with an advertiser
  • Sales tools for affiliates
    • Graphic creativities
    • Email creativities
    • Text links
    • Discount coupons
    • Product catalogs
  • Operation of an affiliate program
    • Launching an affiliate program
    • Managing an affiliate program
  • Affiliate program optimization