| Lecture # |
Subject Title |
| Week 1: |
Introduction to Internet Marketing |
| Presenters: |
Kate Morris, BBA, MBA
Jay Berkowitz, BA
Christopher S. Penn, BS, MS
Jim Kukral, BS
Laura Callow, BS
|
| 1 |
Welcome to the Internet Marketing Master Certificate |
| 2 |
Introduction to Internet Marketing |
| 3 |
History of Internet Marketing |
| 4 |
Planning Internet Marketing |
| 5 |
Defining Tactics and Goals |
| 6 |
Unique Value Propositions, Calls to Action and Messaging |
| 7 |
Common Internet Marketing Tools |
| 8 |
The Role of the Website |
| Week 2 |
Internet Marketing Overview |
| Presenters: |
Jay Berkowitz, BA
Kate Morris, BBA, MBA
Laura Callow, BS
Jim Kukral, BS
Christopher S. Penn, BS, MS
|
| 9 |
Defining Search Marketing |
| 10 |
How Search Engines Work |
| 11 |
Overview of Search – Part 1, Organic |
| 12 |
Overview of Search – Part 1, Paid |
| 13 |
The Rules of Affiliate Networks |
| 14 |
Affiliate Marketing for Publishers |
| 15 |
Overview of Media Buys |
| 16 |
Social Media and Web 2.0 |
| 17 |
Podcasts and Blogs |
| 18 |
Ratings and Reviews |
| 19 |
E-Commerce |
| Week 3: |
Creative Development |
| Presenters: |
Jay Berkowitz, BA
Laura Callow, BS
Christopher S. Penn, BS, MS
Jim Kukral, BS
|
| 20 |
Creative Development |
| 21 |
Exploring Creative Planning |
| 22 |
Web Conventions and Standards |
| 23 |
Principles of Design |
| 24 |
Creating Effective Messaging |
| 25 |
Creating Winning Visual Ads and Graphics |
| 26 |
Defining Call-to-Action Pages |
| 27 |
Testing the Creative |
| Week 4: |
Building a Website |
| Presenters: |
Laura Callow, BS
Christopher S. Penn, BS, MS
Jim Kukral, BS
Jay Berkowitz, BA
|
| 28 |
Creating a Squidoo Lens |
| 29 |
Creating a Blog |
| 30 |
Search Engine Optimization – Part I, On-Page |
| 31 |
Search Engine Optimization – Part II, Off-Page |
| 32 |
Pay Per Click – Part I |
| 33 |
Pay Per Click – Part II, Testing and Refining |
| 34 |
Direct Email Marketing |
| 35 |
Affiliate Networks |
| 36 |
Marketing Tactics for Social Media Communities, Blogs, and Podcasts |
| Week 5: |
Promoting a Website |
| Presenters: |
Laura Callow, BS
Jay Berkowitz, BA
Kate Morris, BBA, MBA
Jim Kukral, BS
Christopher S. Penn, BS, MS
|
| 37 |
How to Make Your Website Valuable and Relevant |
| 38 |
Writing Winning Web Content |
| 39 |
Adding Components to a Website |
| 40 |
Methods to Monetize a Website |
| 41 |
Promoting a Website |
| 42 |
Creating Viral Videos |
| 43 |
Launching a Viral Video |
| 44 |
Anatomy of a Grassroots Campaign |
| 45 |
Testing Your Website |
| Week 6: |
Tracking Methods |
| Presenters: |
Jay Berkowitz, BA
Laura Callow, BS
Kate Morris, BBA, MBA
Christopher S. Penn, BS, MS
Jim Kukral, BS
|
| 46 |
Methods of Tracking: Common Tools and Tactics |
| 47 |
Why Tracking is Vital |
| 48 |
Determining Metrics, KPIs, and Success Factors |
| 49 |
Tracking Considerations |
| 50 |
Tracking Methods |
| 51 |
Technical Considerations for Tracking |
| 52 |
Implementing Tracking |
| 53 |
Measuring the Funnel |
| Week 7: |
Reporting and Testing |
| Presenters: |
Kate Morris, BBA, MBA
Jim Kukral, BS
Jay Berkowitz, BA
Laura Callow, BS
|
| 54 |
Tying the Results to Goals |
| 55 |
End-to-End Reporting |
| 56 |
Types of Testing |
| 57 |
Creating and Producing Reports |
| 58 |
Determining Trends and Outcomes |
| 59 |
Determining New Tests |
| 60 |
Website Testing |
| Week 8: |
Case Studies |
| Presenters: |
Jay Berkowitz, BA
Laura Callow, BS
Kate Morris, BBA, MBA
Jim Kukral, BS
Christopher S. Penn, BS, MS
|
| 61 |
Case Study: Annie’s Costumes |
| 62 |
Case Study: H Moradi Jewelers |
| 63 |
Case Study: Commercial Recycling |
| 64 |
Case Study: NBC’s Biggest Loser Club |
| 65 |
Case Study: Ten Golden Rules |
| 66 |
Case Study: JimKukral.com |
| 67 |
Case Study: Student Loan Network |
| 68 |
Course Conclusion |