| Lecture # |
Subject Title |
| Week 1: |
Introduction to Advanced Internet
Marketing |
| Presenters: |
Jay Berkowitz, BA
Joe Laratro, BBA, MCSE, MCT, CCA
Christopher S. Penn, BS, MS
Ravi Seepersad, BS, MS, JD
|
| 1 |
Program Review and Overview |
| 2 |
Behavioral Targeting: Personas |
| 3 |
Search Marketing |
| 4 |
Email and Viral Online Push |
| 5 |
Mobile Marketing Basics |
| 6 |
Making a Media Buy |
| 7 |
Sales Funnels and Tracking |
| 8 |
Website Analysis |
| Week 2 |
Effective Internet Marketing
Presentations and Agency Relationships |
| Presenters: |
Jay Berkowitz, BA
Margie Schneider, BA
Christopher S. Penn, BS, MS
Ravi Seepersad, BS, MS, JD
Joe Laratro, BBA, MCSE, MCT, CCA
|
| 9 |
Developing an Interactive Creative Strategy |
| 10 |
Briefing and Inspiring Creatives: Evaluating Creative
Work |
| 11 |
Key Metrics and How to Present Them |
| 12 |
Putting It All Together for an Impressive Presentation |
| 13 |
Conducting the Presentation: Managing Stakeholders |
| 14 |
Selecting and Hiring an Interactive Agency |
| 15 |
Agency Relationships: Exploring Specific Attributes of
the Agency Relationship |
| 16 |
10 Strategies That Work |
| Week 3: |
Integrated Campaigns and Multi-Channel
Marketing |
| Presenters: |
Christopher S. Penn,
BS, MS
Margie Schneider, BA
Joe Laratro, BBA, MCSE, MCT, CCA
Jay Berkowitz, BA
|
| 17 |
Web Growth and the Associated Risks |
| 18 |
Narrowcast vs. Broadcast |
| 19 |
PURLs and Other Integrated Traffic-Driving Tactics |
| 20 |
Combining Media in Multimedia Campaigns |
| 21 |
Integrated Campaigns for Branding |
| 22 |
Changes in Sales and Communication Channels |
| 23 |
Growth of Direct Selling and Marketing Online |
| 24 |
10 Strategies That Work |
| Week 4: |
Building Your Resources –
Keeping Up to Date |
| Presenters: |
Christopher S. Penn, BS, MS
Jay Berkowitz, BA
|
| 25 |
Online Communities: How to Join the Conversation |
| 26 |
Leading Blogs, Podcasts and Other Informational
Resources |
| 27 |
Advanced Online Networking and Relationship Strategies |
| 28 |
Avatars vs. the Real You |
| 29 |
Harnessing RSS |
| 30 |
Collaborative Learning Opportunities: Industry
Tradeshows and Events |
| 31 |
Webinars |
| 32 |
Networking With Local Organizations |
| Week 5: |
Creating and Nurturing an Online Brand |
| Presenters: |
Joe Laratro, BBA, MCSE, MCT, CCA
Margie Schneider, BA
Ravi Seepersad, BS, MS, JD
Christopher S. Penn, BS, MS
Jay Berkowitz, BA
|
| 33 |
Reputation Management Overview |
| 34 |
Controlling the Content |
| 35 |
Maximizing SERP Ownership |
| 36 |
The Blended Search |
| 37 |
Dispute Resolution Methods |
| 38 |
Personal Considerations for the Online Persona |
| 39 |
Personal Considerations for the Blog |
| 40 |
Professional Reputation Management |
| Week 6: |
Advanced Strategies |
| Presenters: |
Jay Berkowitz, BA
Christopher S. Penn, BS, MS
Margie Schneider, BA
|
| 41 |
Advanced Media Planning and Buying Strategies |
| 42 |
Behavior and Context |
| 43 |
Widgets, Mash-Ups and Custom Apps |
| 44 |
Podcasts, Videocasts, Blogs, Twitter, YouTube and Viral
Video |
| 45 |
Social Media Marketing: Networks and Communities,
Second Life, Virtual and 3-D Worlds |
| 46 |
User-Generated Content, Web 2.0, Comments, Reviews and
Forums |
| 47 |
Mobile Marketing and SMS |
| 48 |
10 Strategies That Work |
| Week 7: |
Preparing for Web Analytics Certification |
| Presenters: |
Joe Laratro, BBA, MCSE, MCT, CCA
Christopher S. Penn, BS, MS
Margie Schneider, BA
Jay Berkowitz, BA
|
| 49 |
Establishing Goals and Tracking Metrics |
| 50 |
Technical Issues of Tracking and Measuring |
| 51 |
Advanced Conversion Tracking |
| 52 |
Acquisition Cost vs. Lifetime Value |
| 53 |
Free Tools for Tracking and Reporting: Google
Analytics, SEO Digger, Alexa and Others |
| 54 |
Paid Tools for Tracking and Reporting: WebTrends, IBP
and More |
| 55 |
Customized Campaign Performance Reports |
| 56 |
Case Study: Optimize Campaigns With Tracking Reports |
| Week 8: |
Internet Marketing Case Studies |
| Presenters: |
Jay Berkowitz, BA
Joe Laratro, BBA, MCSE, MCT, CCA
Margie Schneider, BA
Christopher S. Penn, BS, MS
|
| 57 |
Lady of America |
| 58 |
Recovering From a Google Penalty |
| 59 |
Search Engine Spidering Issues |
| 60 |
The Marketing Campaign of Barack Obama |
| 61 |
Targeting Strategic Phrases with Creative SEO Strategies |
| 62 |
Local Search Optimization |
| 63 |
PodCamp: Building a Grassroots Conference |