| Lecture # |
Subject Title |
| Week 1: |
Introduction to Internet Marketing |
| Presenters: |
Jay Berkowitz, BA
Margie Schneider, BA
Christopher S. Penn, BS, MS
Jim Kukral, BS
|
| 1 |
Introduction to Internet Marketing |
| 2 |
History of Internet Marketing |
| 3 |
Planning Internet Marketing |
| 4 |
Defining Tactics and Goals: Part 1 |
| 5 |
Defining Tactics and Goals: Part 2 |
| 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
Margie Schneider, BA
Kathryn Katz, BA
Jim Kukral, BS
Christopher S. Penn, BS, MS
Gordon Montgomery, BA, MSc
|
| 9 |
Defining Search Marketing |
| 10 |
How Search Engines Work: Part 1 |
| 11 |
How Search Engines Work: Part 2 |
| 12 |
Organic Searches |
| 13 |
Paid Searches |
| 14 |
The Rules of Affiliate Networks |
| 15 |
Affiliate Marketing for Publishers |
| 16 |
Overview of Media Buys |
| 17 |
Social Media and Web 2.0 |
| 18 |
Podcasts and Blogs |
| 19 |
Ratings and Reviews |
| 20 |
E-Commerce |
| Week 3: |
Starting a Website and Internet Marketing
Tactics |
| Presenters: |
Jay Berkowitz, BA
Kathryn Katz, BA
Margie Schneider, BA
Christopher S. Penn, BS, MS
Jim Kukral, BS
|
| 21 |
Creating a Squidoo Lens |
| 22 |
Creating a Blog |
| 23 |
Search Engine Optimization: Part 1 |
| 24 |
Search Engine Optimization: Part 2 |
| 25 |
Pay Per Click: Part 1 |
| 26 |
Pay Per Click: Part 2 |
| 27 |
Direct Email Marketing |
| 28 |
Affiliate Networks |
| 29 |
Marketing Tactics |
| Week 4: |
Building and Promoting a Website |
| Presenters: |
Margie Schneider, BA
Kathryn Katz, BA
Christopher S. Penn, BS, MS
Jim Kukral, BS
Jay Berkowitz, BA
|
| 30 |
Making a Website Relevant and Valuable |
| 31 |
Writing Winning Content for the Web |
| 32 |
Adding Components to a Website |
| 33 |
Methods to Monetize a Website |
| 34 |
Promoting a Website |
| 35 |
Creating Viral Videos |
| 36 |
Launching a Video |
| 37 |
Anatomy of a Grassroots Campaign |
| 38 |
Website Testing Tools |
| Week 5: |
Creative Development |
| Presenters: |
Jay Berkowitz, BA
Margie Schneider, BA
Christopher S. Penn, BS, MS
|
| 39 |
Creative Development |
| 40 |
Creative Planning |
| 41 |
Web Conventions and Standards |
| 42 |
Principles of Design |
| 43 |
Creating Effective Messaging |
| 44 |
Creating Winning Visual Ads and Graphics |
| 45 |
Defining Call-to-Action Pages |
| 46 |
Testing the Creative |
| Week 6: |
Tracking Methods |
| Presenters: |
Jay Berkowitz, BA
Kathryn Katz, BA
Margie Schneider, BA
Christopher S. Penn, BS, MS
Jim Kukral, BS
|
| 47 |
Methods of Tracking: Common Tools and Tactics |
| 48 |
The Importance of Tracking |
| 49 |
Metrics, Key Performance Indicators and Success Factors |
| 50 |
Tracking Considerations |
| 51 |
Tracking Methods |
| 52 |
Technical Considerations for Tracking |
| 53 |
Implementing Tracking |
| 54 |
Measuring the Funnel |
| Week 7: |
Reporting and Testing |
| Presenters: |
Margie Schneider, BA
Jim Kukral, BS
Jay Berkowitz, BA
Kathryn Katz, BA
|
| 55 |
Tying the Results to Goals |
| 56 |
End-to-End Reporting |
| 57 |
Types of Testing |
| 58 |
Producing Reports |
| 59 |
Determining Trends and Outcomes |
| 60 |
Determining New Tests |
| 61 |
Website Testing |
| Week 8: |
Case Studies |
| Presenters: |
Jay Berkowitz, BA
Kathryn Katz, BA
Margie Schneider, BA
Jim Kukral, BS
Christopher S. Penn, BS, MS
|
| 62 |
Case Study: Annie’s Costumes |
| 63 |
Case Study: American Diabetes |
| 64 |
Case Study: Bahamas Out Islands |
| 65 |
Case Study: NBC’s Biggest Loser Club |
| 66 |
Case Study: Ten Golden Rules |
| 67 |
Case Study: JimKukral.com |
| 68 |
Case Study: Student Loan Network |
| 69 |
Course Conclusion |