Internet Marketing


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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

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