Course Description
Marketing managers must successfully multi-task and integrate knowledge from different sources. This course will combine the standards of technology for Internet marketing while providing more depth of marketing strategies as they are applied to the Internet. Additionally, the practical application of the team project provides “real world” experience and the assimilation of knowledge.
Course Objectives
- Know how Internet technologies are used to support the marketing mix
- Track and measure online marketing campaigns using website services and data analytic tools
- Define key performance indicators to manage online marketing campaigns and channels
- Identify search engine optimization to increase leads, conversions, and sales
- Understand web architecture and design components and their impact on search results
- Identify Internet advertising models and major network operators providing services
- Integrate online components of marketing into strategic decision making
Week 1
Module: Analytics and Measurement
Lecture: Introduction
Lecture: History of Web Analytics
Lecture: Analytics Providers
Lecture: Best Practices
Lecture: Visitors – User Variables
Lecture: Visitors – Site Interaction
Lecture: ROI Functionality
Outcomes
Upon completing this week’s readings, assignments and lectures, students will be able to:
- Discuss the basics of web analytics
- Explain strategies for the utilization of web analytics
- Examine return on investment functions for the employment of technological analyses
- Define basic terminology of web analytics
Week 2
Module: Google Analytics
Lecture: Pros and Cons of Google Analytics
Lecture: Profiles and Configurations
Lecture: Goal and ROI Tracking
Lecture: Custom Segments
Lecture: Custom Reports
Lecture: Site Overlay, Maps and Motion Charts
Lecture: Site Overlay, Maps and Motions Charts
Outcomes
Upon completing this week’s readings, assignments and lectures, students will be able to:
- Identify the strengths and weaknesses of Google Analytics
- Report the measurement results of web analytics
- Distinguish various segments and reports available
- Consider unconventional marketing strategies in new technologies and mediums
- Debate potential new adoptions of marketing as new technologies emerge
Week 3
Module: Web Architecture and Design
Lecture: Layout and Design – Defining Web Standards
Lecture: Technology Considerations
Lecture: Writing for the Web
Lecture: Planning for Growth and Change
Lecture: Best Practices for Search Engine Optimization
Outcomes
Upon completing this week’s readings, assignments and lectures, students will be able to:
- Discuss web layout and design
- Editorialize web content
- Contrast practices for search engine optimization
- Implement quantitative and qualitative data into decision making
- Experiment and test for optimizing web strategies
- Review and deepen the understanding of word of mouth marketing and its application in today’s communication modes
Week 4
Module: SEO Architecture
Lecture: Technology
Lecture: Navigation
Lecture: HTML Sitemaps
Lecture: Robots
Lecture: Content Management Systems and Template Engines
Lecture: Crawling Tools
Lecture: Black Hat SEOs
Outcomes
Upon completing this week’s readings, assignments and lectures, students will be able to:
- Explain search engine optimization architecture including technology, navigation, and proper sitemaps
- Discuss the unethical practices of black hat search engine optimization
- Utilize techniques for understanding the competitive landscape
- Discuss internet retailing and e-commerce strategies from the past and how they have transformed for today and the future
Week 5
Module: Search Engine Marketing
Lecture: The Basics of Search Engines
Lecture: Search Engine Compatibility
Lecture: Search Engine Considerations
Lecture: Search Engine Optimization Explained
Lecture: Powerful Landing Pages, UVPs, Conversions
Lecture: Intermediate Search Engine Optimization Strategies
Outcomes
Upon completing this week’s readings, assignments and lectures, students will be able to:
- Define the strategies associated with search engine optimization
- Evaluate key performance indicators
- Explain the consumer behavior side of web analytics
- Discuss the complexities of social media and the implications of an organization’s adoption of social media tactics
Week 6
Module: Advanced Search Engine Marketing
Lecture: Architecture for Optimization – SEO Site Plan
Lecture: CSS and Page Load
Lecture: Google Webmaster Tools
Lecture: Directories
Lecture: SEO Tools
Outcomes
Upon completing this week’s readings, assignments and lectures, students will be able to:
- Review the practical aspects of web analytics within organizations
- Evaluate consumer behavior and identify market segments for targeting
- Identify the internet’s role in changing business models and entire industries
- Understand the co-creation of value by consumers
Week 7
Module: Consumer Behavior and Target Marketing
Lecture: Analyzing Customers, Markets, and Planning
Lecture: On-Page Optimization—Keyword Placement
Lecture: Mastering Paid Search
Lecture: Geo-Targeting
Outcomes
Upon completing this week’s readings, assignments and lectures, students will be able to:
- Define the strategies associated with search engine optimization
- Evaluate key performance indicators
- Explain the consumer behavior side of web analytics
- Discuss the complexities of social media and the implications of an organization’s adoption of social media tactics
Week 8
Module: Analytics Case Studies
Lecture: Installation
Lecture: E-Commerce Installation
Lecture: Visualizing Data to Drive Results
Lecture: Troubleshooting
Lecture: Analytics Report-Based Mktg Optimization
Lecture: Analytics Report-Based Design Optimization
Lecture: Google Advertising Professional Certification
Lecture: Requirements and Criteria for Certification
Lecture: Introduction to Google Learning Center
Lecture: Google Learning Center Lessons: Part 1
Lecture: Google Learning Center Lessons: Part 2
Lecture: Google Learning Center Lessons: Part 3
Lecture: Google Learning Center Lessons: Part 4
Lecture: Google Learning Center Lessons: Part 5
Outcomes
Upon completing this week’s readings, assignments and lectures, students will be able to:
- Discuss the implementation of web analytics into a variety of an organization’s Internet models
- Review reports and learn troubleshooting methods
- Explain customer relationship management and its effectiveness through the internet
The course description, objectives and learning outcomes are subject to change without notice based on enhancements made to the course. October 2013
