Course Description
Uses cases studies to integrate concepts, practices, and technologies of Internet marketing. Demonstrates effective Internet marketing campaigns, building and promoting a web presence, techniques for search engine optimization, and diagnostic and performance tracking using web analytics. Focuses on the organizational perspective of global strategies.
Course Objectives
- Utilize Internet marketing concepts, practices, and technologies in pursuit of a strategic marketing campaign
- Discover the basics of creative development for effective visual, audio, and text-based content for strategic market segmentation
- Implement Web 2.0, social media, and emerging technologies as communication tactics
Week 1
Lecture: Introduction
Lecture: Social Media
Lecture: How Brands Inform Social Media
Lecture: Best Practices in Executive Strategy
Lecture: Social Media Tools
Lecture: How People Listen
Lecture: Customer Satisfaction
Lecture: Content and Social Media
Lecture: Judging Social Media Efforts
Outcomes
Upon completing this module, students will be able to:
- Explore the basics of social media
- Identify consumer behavior characteristics as applied to social media
- Identify an online organization’s business model, competitive advantages, and key challenges
Week 2
Lecture: Social Media Metrics Tools
Lecture: Ownership of User-Generated Content on Social Media Sites
Lecture: Image Optimization
Lecture: Video Optimization
Lecture: SEO for Mobile
Lecture: Other Types of Social Sites
Lecture: Turning Profit from Social Media
Outcomes
Upon completing this module, students will be able to:
- Identify social media metrics
- Integrate images and videos for social media optimization
- Investigate the customer service components in an online organization
Week 3
Lecture: Reputation Management
Lecture: Controlling the Content and Conversation
Lecture: Optimizing Content for Blended Search
Lecture: How Social Media Changes Communications
Lecture: Legal Danger Zones in Social Media
Lecture: Public Relations
Outcomes
Upon completing this module, students will be able to:
- Recognize how word-of-mouth marketing can benefit, as well as, hinder an organization
- Identify how to optimize integrated marketing communication within social media
- Integrate public relations proactively and reactively online
Week 4
Lecture: Blogs
Lecture: Twitter
Lecture: Broadcast vs. Narrowcast
Lecture: Building Trust, Influence, and Engagement With Customers
Lecture: Demographic Targeting
Lecture: Search Re-Targeting
Lecture: Analyzing Goal Performance
Outcomes
Upon completing this module, students will be able to:
- Recognize the basics of blogs and Twitter
- Recommend proper targeting for online market segmentations
- Integrate online marketing for an established organization
Week 5
Lecture: What is Mobile Marketing?
Lecture: Mobile Marketing Growth
Lecture: Benefits of a Mobile Campaign
Lecture: App Stores
Lecture: Mobile Advertising
Lecture: Proximity Marketing Tools
Lecture: Short Code Primer and Carrier Approvals
Outcomes
Upon completing this module, students will be able to:
- Examine the basics of mobile marketing
- Identify how marketing strategies may be applied to mobile marketing
- Discuss how consumers can be empowered to grow a brand
Week 6
Lecture: Branded Mobile Content
Lecture: Should There be an App for That?
Lecture: Why Web Analytics Don’t Work for Mobile
Lecture: What to Measure?
Lecture: Mobile Content Analytics
Lecture: Mobile Application Analytics
Lecture: Implementing Mobile Marketing on an Enterprise Level
Lecture: Implementing Mobile Marketing on a Small to Medium-Sized Business Level
Outcomes
Upon completing this module, students will be able to:
- Apply analytics to mobile marketing
- Integrate mobile marketing into a variety of settings
- Identify the issues and challenges in creating and rolling out a mobile advertising campaign
Week 7
Lecture: Fundamentals of Email Marketing
Lecture: Inbound Email as a Marketing Tool
Lecture: Outbound Email Management
Lecture: Integrating Email with Social Media
Lecture: CAN-SPAM Legislation
Lecture: Viral Email Programs and Web/Email 3.0
Lecture: ASP Setup Demonstration—Part 1
Lecture: ASP Setup Demonstration—Part 2
Outcomes
Upon completing this module, students will be able to:
- Examine the basics of email marketing
- Integrate email marketing into an organization’s marketing plan
- Analyze proper market segmentation and target marketing
Week 8
Lecture: Overview of Affiliate Marketing
Lecture: Affiliate Marketing and Its Role in Internet Marketing
Lecture: Preparing to Begin Affiliate Marketing
Lecture: Types of Affiliate Sites that Work Best for Monetization
Lecture: Tracking Tools
Lecture: Are You Delivering the Content Your Audience Wants?
Lecture: Using Video, Blogs, Email and Social Media to Broadcast
Lecture: Understanding Search: SEO/SEM and their Role in Affiliate Marketing
Lecture: Negotiating a Better Deal or Higher Commissions
Lecture: Tools for Optimizing Your Site
Outcomes
Upon completing this module, students will be able to:
- Explore the basics of affiliate marketing
- Identify how to capitalize on affiliate marketing within an organization
- Critique and review the practitioner’s book
The course description, objectives and learning outcomes are subject to change without notice based on enhancements made to the course. November 2013
