| Lecture # |
Subject Title |
| Week 1: |
Introduction to Advanced Internet
Marketing and Measurement |
| Presenters: |
Jim Kukral, BS
David Bates, BSBA, MBA, JD
Jay Berkowitz, BA
Kate Morris, BBA, MBA
Maria Harrison, BA
Christopher S. Penn, BS, MS
|
| 1 |
Welcome to the Internet Marketing Master Certificate |
| 2 |
Introduction to Advanced Interactive Marketing and Measurement |
| 3 |
Advanced Campaign Strategies and Tactics |
| 4 |
Behavioral vs. Contextual Marketing |
| 5 |
Advanced Media Planning and Buying |
| 6 |
Social Media Policies |
| 7 |
Turning Profit from Social Media |
| 8 |
Marketing in Virtual Worlds |
| 9 |
Ethical and Effective User-Generated Content |
| 10 |
Ownership of User-Generated Content on Social Media Sites |
| 11 |
Mobile Marketing and SMS |
| 12 |
Advanced Strategies That Work |
| Week 2 |
Integrated Campaigns and Multi-Channel Marketing |
| Presenters: |
Kate Morris, BBA, MBA
Maria Harrison, BA
Christopher S. Penn, BS, MS
Joe Laratro, BBA, MCSE, MCT, CCA
|
| 13 |
Web Growth and the Associated Risks |
| 14 |
Broadcast vs. Narrowcast |
| 15 |
Integrated Tactics and Mass Media |
| 16 |
Maximizing Multimedia Campaigns |
| 17 |
Changes in Sales and Communication Channels |
| 18 |
Integrated Media Marketing |
| 19 |
Integrated Strategies that Work |
| Week 3: |
Creating and Nurturing an Online Brand |
| Presenters: |
Christopher S. Penn, BS, MS
Kate Morris, BBA, MBA
Ravi Seepersad, BS, MS, JD
Maria Harrison, BA
Joe Laratro, BBA, MCSE, MCT, CCA
Jay Berkowitz, BA
|
| 20 |
Reputation Management |
| 21 |
Controlling the Content and Conversation |
| 22 |
Maximizing SERP Ownership |
| 23 |
Optimizing Content for Blended Search |
| 24 |
Dispute Resolution |
| 25 |
Managing the Online Persona |
| 26 |
Three Power Plays for Social Networking |
| 27 |
Building a Personal Brand |
| Week 4: |
Building Your Resources –
Keeping Up to Date |
| Presenters: |
Christopher S. Penn, BS, MS
Jay Berkowitz, BA
Kate Morris, BBA, MBA
Maria Harrison, BA |
| 28 |
How Social Media Changes Communications |
| 29 |
How to Join the Conversation |
| 30 |
Leading Blogs and Podcasts |
| 31 |
Advanced Networking |
| 32 |
Avatars vs. The Real You |
| 33 |
Harnessing RSS |
| 34 |
Webinars |
| 35 |
Managing Social Media Communications |
| Week 5: |
Effective Internet Marketing Presentations and Agency Relationships |
| Presenters: |
Joe Laratro, BBA, MCSE, MCT, CCA
Maria Harrison, BA
Ravi Seepersad, BS, MS, JD
Christopher S. Penn, BS, MS
Jay Berkowitz, BA
|
| 36 |
Developing an Interactive Creative Strategy |
| 37 |
Developing and Evaluating Creative |
| 38 |
Presenting Key Metrics |
| 39 |
Presenting to Stakeholders |
| 40 |
Report Types By Target Audience |
| 41 |
Selecting an Agency |
| 42 |
Agency Relationships |
| 43 |
10 Strategies That Work |
| Week 6: |
Planning and Tracking Campaigns |
| Presenters: |
Jay Berkowitz, BA
Christopher S. Penn, BS, MS
Maria Harrison, BA
Ravi Seepersad, BS, MS, JD
Joe Laratro, BBA, MCSE, MCT, CCA
Jasme Bantens, BA, MA |
| 44 |
History of Web Analytics |
| 45 |
Search Marketing |
| 46 |
Integrating Email to a Viral Push Campaign |
| 47 |
The Planning Process |
| 48 |
Media Mix Concepts and Research |
| 49 |
Review of Media Planning and Buying |
| 50 |
Making a Media Buy |
| 51 |
Sales Funnels and Tracking |
| 52 |
Best Practices of Analytics and Measurement |
| 53 |
Website Analytics |
| Week 7: |
Preparing for Web Analytics Certification |
| Presenters: |
Joe Laratro, BBA, MCSE, MCT, CCA
Christopher S. Penn, BS, MS
Kate Morris, BBA, MBA
Jay Berkowitz, BA
|
| 54 |
Establishing Goals and Tracking Metrics |
| 55 |
Technical Issues of Tracking and Measuring |
| 56 |
Advanced Conversion Tracking |
| 57 |
Calculating Acquisition Costs and Lifetime Value |
| 58 |
Free Tracking and Reporting Tools |
| 59 |
Paid Tracking and Reporting Tools |
| 60 |
Customized Campaign Reports and Dashboards |
| 61 |
Optimizing Campaigns with Tracking Reports |
| Week 8: |
Case Studies |
| Presenters: |
Jay Berkowitz, BA
Joe Laratro, BBA, MCSE, MCT, CCA
Kate Morris, BBA, MBA
Maria Harrison, BA
Christopher S. Penn, BS, MS
|
| 62 |
Advanced Campaign Testing |
| 63 |
Recovering from Google Penalty |
| 64 |
Search Engine Spidering Issues |
| 65 |
Media Planning and Buying |
| 66 |
The Barack Obama Marketing Campaign |
| 67 |
Targeting Strategic Phrases |
| 68 |
Local Search Optimization |
| 69 |
PodCamp: Starting a Grassroots Conference |
| 70 |
Course Conclusion |