Curriculum


Lecture # Subject Title
Week 1: Introduction to Integrated Online Strategies II
Presenters: Jim Kukral, BS 
David Bates, BSBA, MBA, JD 
Jay Berkowitz, BA
Kate Morris, BBA, MBA
Maria Harrison, BA
Christopher S. Penn, BS, MS
1 Advanced Professional Internet Marketing Certificate
2 Introduction to Integrated Online Strategies II
3 Advanced Campaign Strategies and Tactics
4 Behavioral vs. Contextual Marketing
5 Advanced Media Planning and Buying
6 Social Media Policies
7 Strategies for Making Social Media Make Money
8

Marketing in Virtual Worlds

9 User-Generated Content – Getting Your Message Across Ethically and Effectively
10 Ownership of User-Generated Content on Social Media Sites
11 Mobile Marketing
12 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
13 Web Growth and the Associated Risks
14 Broadcast vs. Narrowcast
15 Integrated Tactics and Mass Media
16 Effectively Combining Media in Multimedia Campaigns
17 Changes in Sales and Communication Channels
18 Integrated Media Marketing
19 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
20 Reputation Management
21 Controlling the Content and Conversation
22 Maximizing SERP Ownership
23 Optimizing Content for Blended Search
24 Dispute Resolution
25 Managing the Online Persona
26 Three Power Plays for Social Networking
27 Rules for Building Your Personal Brand
Week 4: Building Your Resources – Keeping Up to Date
Presenters: Christopher S. Penn, BS, MS
Jay Berkowitz, BA
Kate Morris, BBA, MBA
Maria Harrison, BA
28 How Social Media Changes Communications
29 How to Join the Conversation
30 Building Resources – Leading Blogs and Podcasts
31 Advanced Networking
32 Avatars vs. The Real You
33 Harnessing RSS
34 Webinars
35 Managing Social Media Communications
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
36 Developing an Interactive Creative Strategy
37 Developing and Evaluating Creative
38 Presenting Key Metrics
39 Presenting to Stakeholders
40 Report Types By Target Audience
41 Selecting an Agency
42 Agency Relationships
43 Ten Strategies That Work
Week 6: Planning and Tracking Campaigns
Presenters: Jay Berkowitz, BA
Christopher S. Penn, BS, MS 
Maria Harrison, BA 
Ravi Seepersad, BS, MS, JD
Joe Laratro, BBA, MCSE, MCT, CCA
Jasme Bantens, BA, MA
44 History of Web Analytics
45 Search Marketing
46 Integrating Email to a Viral Push Campaign
47 Planning Process Overview
48 Media Mix Concepts and Research
49 Media Planning and Buying Review
50 Making a Media Buy
51 Sales Funnels and Tracking Review
52 Best Practices of Analytics and Measurement
53 Website Analytics
Week 7: Preparing for Web Analytics Certification
Presenters: Joe Laratro, BBA, MCSE, MCT, CCA
Christopher S. Penn, BS, MS 
Kate Morris, BBA, MBA
Jay Berkowitz, BA
54 Establishing Goals and Tracking Metrics
55 Technical Issues of Tracking and Measuring
56 Advanced Conversion Tracking
57 Calculating Acquisition Costs and Lifetime Value
58 Free Tracking and Reporting Tools
59 Paid Tracking and Reporting Tools
60 Customized Campaign Reports and Dashboards
61 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
62 Advanced Campaign Testing
63 Recovering From a Google Penalty
64 Search Engine Spidering Issues
65 Media Planning and Buying
66 The Barack Obama Marketing Campaign
67 Targeting Strategic Phrases
68 Local Search Optimization
69 PodCamp – Starting a Grassroots Conference
70 Course Conclusion