Curriculum


Lecture # Subject Title
Week 1: Introduction to Advanced Interactive Marketing and Measurement
Presenters: Jim Kukral, BS 
Jay Berkowitz, BA
Kate Morris, BBA, MBA
Maria Harrison, BA
Christopher S. Penn, BS, MS
  Advanced Professional Internet Marketing Certificate
  Introduction to Advanced Interactive Marketing
  Behavioral vs. Contextual Marketing
  Advanced Media Planning and Buying
  Social Media Policies
  Strategies for Making Social Media Make Money
  Marketing in Virtual Worlds
  User-Generated Content – Getting Your Message Across Ethically and Effectively
  Ownership of User-Generated Content on Social Media Sites
  Mobile Marketing
  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
  Web Growth and the Associated Risks
  Broadcast vs. Narrowcast
  Integrated Tactics and Mass Media
  Effectively Combining Media in Multimedia Campaigns
  Changes in Sales and Communication Channels
  Integrated Media Marketing
  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
  Controlling the Content and Conversation
  Maximizing SERP Ownership
  Optimizing Content for Blended Search
  Dispute Resolution
  Managing the Online Persona
  Three Power Plays for Social Networking
  Rules for Building Your Personal Brand
Week 4: Creative Development
Presenters: Jay Berkowitz, BA
Laura Callow, BS
Christopher S. Penn, BS, MS
Jim Kukral, BS
  Creative Development
  Exploring Creative Planning
  Web Standards and Conventions
  Principles of Design
  Creating Effective Messaging
  Creating Winning Visual Ads and Graphics
  Defining Call-to-Action Pages
  Testing Creative
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
  Developing an Interactive Creative Strategy
  Developing and Evaluating Creative
  Presenting Key Metrics
  Presenting to Stakeholders
  Report Types By Target Audience
  Selecting an Agency
  Agency Relationships
  Ten Strategies That Work
Week 6: Planning and Tracking Campaigns
Presenters: Christopher S. Penn, BS, MS 
Maria Harrison, BA 
Ravi Seepersad, BS, MS, JD
Jasme Bantens, BA, MA
  Integrating Email to a Viral Push Campaign
  Planning Process Overview
  Media Mix Concepts and Research
  Media Planning and Buying Review
  Making a Media Buy
Week 7: Campaign Effectiveness and Reporting
Presenters: Joe Laratro, BBA, MCSE, MCT, CCA
Christopher S. Penn, BS, MS 
Kate Morris, BBA, MBA
Jay Berkowitz, BA
  Establishing Goals and Tracking Metrics
  Technical Issues of Tracking and Measuring
  Advanced Conversion Tracking
  Calculating Acquisition Costs and Lifetime Value
  Free Tracking and Reporting Tools
  Paid Tracking and Reporting Tools
  Customized Campaign Reports and Dashboards
  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
  Advanced Campaign Testing
  Recovering From a Google Penalty
  Search Engine Spidering Issues
  Media Planning and Buying
  The Barack Obama Marketing Campaign
  Targeting Strategic Phrases
  Local Search Optimization
  PodCamp – Starting a Grassroots Conference
  Course Conclusion