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InternetMk8/20/3:18 Page 3 Business and Management Internet Marketing Certificate Program Accelerate Your Career Supported by extension.uci.edu/im InternetMktgB8/20/133:18 PMPage 4 n today’s competitive business environment, leaders are appointed based on credentials and experience. To stay ahead of the competition, Improve Your advance your career and increase your Career Options earning potential, enroll in one of University of California, Irvine Extension’s with a Professional professional certificate programs. Certificate Convenient and affordable, UC Irvine Extension makes it easy to learn on your own time, in your own way. Courses are designed to ensure you gain mastery of a particular topic, and instructors are highly qualifiedleaders in their professions. UC Irvine Extension is the only continuing education provider in Orange County that represents the University of California. A certificate bearing the UC seal signifies a well-known, uncompromising standard of academic excellence. InternetMktgBro 8/20/13 3:18 PM Page 1 Internet Marketing Certificate Program ■ Track and measure online marketing campaigns using website analytical services Essential for all marketing professionals and business people, the Internet Marketing Certificate Program is ■ Apply Web 2.0, social media, mobile and emerging designed to provide you with a comprehensive examina- technologies as marketing and promotional tactics tion of tactics and strategies across social media, mobile marketing, online analytics, and search engine marketing Certificate Requirements aimed at fully leveraging the Internet for achieving businesTo earn the certificate, participants must complete six (6) goals such as acquiring, converting, and retaining online required courses and electives totaling a minimum of five customers. (5) units, each with a grade of “C” or better, for a minimum Learn how to integrate new tactics and strategies with of 160 hours of instruction. Students not pursuing the certificate program are welcome to take as many individual traditional marketing tools and practices aimed at capturing new customers, building customer loyalty, providing supe- courses as they wish. rior customer service, developing new products, improving All requirements must be completed within five (5) years profitability and conducting marketing research. You will after the student enrolls in his/her first course. Although also understand the value of and methods for determining interested persons who are not certificate candidates may return on investment of Internet marketing programs as enroll in any or all of the courses, certificate candidates well as online visitor and buyer behavior, learn how to should apply for the Certificate Program before completing develop an Internet marketing strategy and plan with the the third class in which he/she enrolls. goal of maximizing your marketing budget. Program Fees The total cost of the program varies depending on the Who Should Attend This certificate program is intended for anyone interested electives chosen. Actual fees may differ from the estimate below. Fees are subject to change without prior notice. in improving website performance, online marketing Course Fees ($625 per course) $5,625 campaigns, search marketing and web analytics skills. This program will also interest those advancing a career Candidacy Fee $125 in marketing by clearly defining the tactics and technolo- Textbooks* (approx. $100 per course) $900 gies integral to planning and implementing a successful Total Estimated Cost $6,650 Internet marketing strategy from an organizational per- *Available for purchase at the UCI Bookstore spective. While this program is not focused on technical (www.book.uci.edu). skills (such as developing software), it will introduce students to the key technologies Internet Marketers use On-Site Training in achieving business objectives. Through Corporate Training, we can deliver this program or customize one that fits your organization’s specific Program Benefits needs. Visit extension.uci.edu/corporate or call (949) ■Build effective online marketing strategies for customer 824-1847 for more information. acquisition, conversion and retention ■Integrate key analytics and consumer browsing behavior For more information: into your online marketing efforts. MelissaAllison, ProgramRepresentative ■Drive more traffic to a website with search engine marketing (SEM) techniques, including search engine (949) 824-9796 optimization (SEO) to enhance organic search and paid Melissa.Allison@uci.edu search tactics that maximize promotional dollars InternetMktgBro 8/20/13 3:18 PM Page 5 Curriculum Required Courses Site Optimization and Personalization MGMT X461.43 (2 units) Overview of Internet Marketing This course is designed to provide marketers and business MGMT X461.41 (2 units) people an overview of methods, technologies and strategies This course is targeted at marketers and business people for improving the performance of websites and other online seeking to gain an overview of the business value of Internet properties. Examine how effective site optimization and Marketing and how it can be leveraged to achieve acquisition, personalization programs improve the relevance of content and conversion and retention of online customers. You will be intro- offers for end users that result in increasedonline conversions duced to the broad array of interactive marketing programs and engagement. Thecourse will address common obstacles including search marketing, display advertising, email market- to optimizing conversion, techniques to avoid them and will ing, site optimization, social media, mobile marketing, online introduce the primary components of an effective site optimiza- analytics, and other online methods used to achieve business tion program, including: A/B and multivariate testing, audience goals. This course will cover the advantages and challenges as segmentation and experience personalization via content tar- well as identify key differences between Internet marketing and geting and recommendations. You will also gain a foundational traditional marketing. As an introductory course, it presents you understanding of the optimizationtechnologiesand methods with a baseline understanding of the primary topics covered in that yield positive returns forbusinesses andcreate relevant more detailed examination in the other required and elective experiences for end users. courses in this certificate program. Developing a Social Media Strategy Social Media and Internet Audience Profiling MGMT X461.54 (2 units) MGMT X461.53 (1.5 units) Develop a social media strategy aspart of gaining a complete Understand how to use the Internet and social media to create understanding of the POST(people, objectives, strategy, and audience profiles. Through qualitative research methods and technology) strategy process. he market forces resulting from monitoring social media demographics, you will learn to identify the expansion of the web are impacting the competitive land- the social media application and strategies best-suited to reach scape and business po r cesses. Business leaders must be specific targets. The course will address the techniques and best prepared to manage the accompanying fundamental cultural practices for identifying and engaging your audience to ensure and process shifts.They should build cohesive strategies that the effectiveness of resources spent on social media, public integrate social media into sound business practices. In this relations, branding and marketing efforts. applied strategy course, learn how to provide a methodology to Online Analytics and Measurement approach and plan a social media strategy in your organization. Learn how to apply technographics and social computing MGMT X461.42 (2 units) behaviors as more appropriateaudience profiling techniques Effective Internet Marketing requires effective measurement. than traditional demographic profiling. You will contrast Explore online analytics and measurement principles that traditional and non-traditional strategies and communications are keys to fully understanding the performance of websites, practices, learn how to present a strategic methodology for social media campaigns, mobile applications, online video, and social media, and effectively iml ment social media channels many other online marketing investments. Learn how analytics and venues for achievingbusiness or brand objectives. can effectively identify the most profitable paths through your Web site, determine where visitors are navigating away from the site, and assess the metrics critical to achieving successful Elective Courses online marketing campaigns. The course will address the tech- niques and best practices formeasuring and interpreting data, Display Advertising developing analysis and effectivereporting,segmentingvisitor MGMT X461.44 (2 units) information for improved experiences and identifying the key It’s not your father’s banner advertising these days—with performance indicators whichcan drive proven business ROI. myriad technical options to create interactive and multimedia experiences, and complex media buying systems that allow Planning and Developing Your Search Engine advertisers to target niches and optimize performance in near Marketing Strategy real-time, the opportunities for marketers are unprecedented. MGMT X461.24 (1.5 units) Learn not only the basics of creating, planning andbuying Learn the technologies,techniques, and strategies required effective display advertising, but also explore emergglatforms such as social media display, mobile, and digital outdoor. You to achieve high rankings on search engines and why search will create media plans and experience the business side of engine marketing is one of the most cost-effective promotional executing media buys, as well as develop storyboards for art strategies available. An introduction of both organic search direction and performance testing. You will understand how to engine optimization practices and pay-per-click will be present- differentiate between ad networks and how to integrate display ed, enabling you to compare and contrast these strategies. campaigns into your overall internet strategy, as well as how Also, understand how to select thebest method and create an to negotiate with publishersand reduce costs. Advanced effective search engine marketingcampaign to achieve your topics will include video banner, SPs (demand side platforms) promotional goals. and auction-based display buying, testing and optimization, For class schedule, visit extension.uci.edu/im InternetMktgBro 8/20/13 3:18 PM Page 6 behavioral advertising, privacy issues, and dynamic display You will be able to articulate the benefits and opportunities of a ads (connected to shopping databases or other external data mobile strategy, including determining how this fits into a multi- sources). channel approach, achieving stakeholder buy-in and design, and implementing and measuring a successful campaign. Transmedia Marketing Through Storytelling MGMT X461.74 (1.5 units) Making Money with Marketing A good story is the key to marketing, public relations and social MGMT X461.29 (2 units) advocacy because it is essentialto audience engagement. This course is for marketing professionals, individuals interested Stories and narratives provide the context that audiences need in a marketing career, key executives, entrepreneurs, and busi- so that information, actions and emotions have persuasive ness owners. Marketing is directly connected to the bottom line. impact and personal relevance. Transmedia storytelling applies Learn how to bridge marketing and finance, utilizing analysis the ancient art of storytelling to new media forms, bringing new strategies to increase profitability through customer loyalty, opportunities that dramatically impact marketing strategies and marketing revenue generation, and value creation. This is not brand value. Storytelling—always the power behind successful another 4Ps of marketing course; we will move beyond market- marketing—mustbe adapted to this new, interactive media ing fundamentals, and learn how to integrate measurement landscape. Transmedia storytelling engagesaudiences across systems that quantify marketing activities in terms of revenue media, multi-dimensionally. Critical information, back story and and return on investment. Learn the language and tools of details of an ongoing narrative are provided through multiple finance to help achieve desired marketing budget allocation, media means—such as comic books, films, television programs, and increase marketing’s role and value in the organization. web content, mobile content, social networks, and games— creating a more expansive and immersive experience than tra- Online Video Marketing ditional marketing approaches. Examine the role and structure MGMT X461.48 (1.5 units) of narrative in audience engagement, and how this dynamic Marketers are turning browsers into buyers through online video new trend in media content development impacts consumers. marketing in ever-increasing numbers. The future of online You will use case studiesand, upon completion of this course, video marketing will be discussed by addressing four compo- evaluate and develop atransmediastory-strategy for a product, nents: compelling content, engagement interactivity, integrated company, or campaign to take advantage of this new environ- analytics and guaranteed audiences. These practices assist in delivering a more compelling and integrated brand campaign ment to engage and persuade. to build premium portfolios and pull away from the rest of the Email Marketing industry. Learn how to apply Web-video strategies to your MGMT X461.45 (1.5 units) organization’s marketing campaigns by creating powerful video Email marketing offers the opportunity to reach millions at a content, which is sure to entertain, inspire and compel your relatively low cost, and delivers the highest ROI of all direct audience into action. Explore how to distribute content across marketing channels. Email marketing training is essential all channels from online ad networks, movie theaters to local for direct marketing professionals in an agency or corporate TV outlets. Also, learn to research, measure and optimize marketing department, as well as small-business owners and the content across all channels for Internet entrepreneurs. It also contains valuable insights for maximum performance. copywriters, graphic designers and IT specialists who create, code and send emails; database administrators who manage Agile Marketing email lists; customer service reps who respond to inbound MGMT X461.77 (1.5 UNITS) emails; and analysts who evaluate results. Gain the tools needed This course is designed for marketers and business people wishing to learn more about the topic of agile marketing. to test and optimize your email campaigns; from email capture Students will be introduced to this concept which is growing in to sales conversion. popularity, allowing marketing results to form the feedback on Mobile Marketing marketing activities, driving continuous improvement of results. MGMT X461.46 (2 units) Agile marketing has its roots in two very different disciplines, Mobile technology has already fundamentally transformed per- direct marketing and agile software development. While offline sonal communications, but with mobile becoming ever more direct marketing forms the basis of many agile marketing ubiquitous, driving increased social media activity and allowing principles, most agile marketing practices are moored in digital digital communications channels to be accessible on the move, marketing, where feedback is easier to gather and where it is having a huge impact on how organizations, businesses and technology allows changes to be made quickly. Despite the brands talk to customers. A mobile strategy is now an essential success of agile marketing techniques, students will be given part of the digital marketing toolbox. Gain a solid understand- guidance on how to overcome resistance from traditionalists ing of the mobile marketing landscape, examine the sector’s that are not ready to make the cultural and organizational rapid evolution and consider currentand future trends. Focusing changes required to benefit from agile marketing’s power. on practical skills, cutting-edge case studies and hands-on exer- cises, you will leave with a thorough knowledge of the technolo- gies and terminology of mobile and best practice guidelines. InternetMktgBro8/20/13 3:18 PM Page 2 Advisory Committee ■Jerri Lynn Hogg,Assistant Professor, Communication ■Steve Kinney,Chief Executive Officer and President, Management and Media Psychology Bay Path College Search Optimizers ■Sinan Kanatsiz,Chairman and Founder, Internet ■Dana Todd,Chief Marketing Officer, Newsforce Marketing Association, Chairman & Chief Executive ■Mirna Bard,President & Social Media Consultant, Officer, KCOMM NuReach Global ■Matthew Langie,Director, Product Marketing, Adobe ■Pamela Rutledge,Media Psychologist, Media Systems Psychology Research Center ■Tim Callen,Managing Partner, RBT Agency Internet Marketing Certificate Program extension.uci.edu/im ■ (949) 824-9796 rev. 08.20.13 Printed on Recycled Paper
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