Internet Marketing Certificate Program - UC Irvine Extension

Business and Management

Internet Marketing Certificate Program

Accelerate Your Career

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http://unex.uci.edu/areas/business_mgmt/internet/

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Internet Marketing Certificate ProgramEssential for all marketing professionals and business people, the Internet Marketing Certificate Program isdesigned to provide you with a comprehensive examinationof tactics and strategies across social media, mobile marketing, online analytics, and search engine marketingaimed at fully leveraging the Internet for achieving businessgoals such as acquiring, converting, and retaining onlinecustomers.


Learn how to integrate new tactics and strategies with traditional marketing tools and practices aimed at capturingnew customers, building customer loyalty, providing superior customer service, developing new products,improving profitability and conducting marketing research.Study the value of—and methods for—determining thereturn on investment of Internet marketing programs, as well as online visitor and buyer behavior. DiscoverInternet marketing strategies and develop plans with the goal of maximizing your marketing budget.

Who Should Attend

This certificate program is intended for professionalstasked with improving website performance, online marketing campaigns, search marketing and web analyticsskills. This program will also interest those advancing acareer in marketing by clearly defining the tactics andtechnologies integral to planning and implementing a successful Internet marketing strategy from an organiza-tional perspective. While this program is not focused on technical skills (such as developing software), it will introduce students to the key technologies InternetMarketers use to achieve business objectives.

Program Benefits� Build effective online marketing strategies for customer

acquisition, conversion and retention

� Integrate key analytics and consumer browsing behaviorinto your online marketing efforts

� Drive more traffic to a website with search engine marketing (SEM) techniques, including search engineoptimization (SEO) to enhance organic search and paidsearch tactics that maximize promotional dollars

� Track and measure online marketing campaigns usingwebsite analytical services

� Apply Web 2.0, social media, mobile and emerging technologies as marketing and promotional tactics

For more information: Melissa Allison, Program Representative(949) 824-9796 [email protected]

Certificate RequirementsTo earn the Internet Marketing Certificate, participantsmust complete six (6) required courses and a minimum of five (5) units of elective courses, for a total of sixteen(16) units or 160 hours of instruction with a grade of “C” or better. Those pursuing the certificate must submit aDeclaration of Candidacy. To receive the certificate aftercompleting all program requirements, students must submit a Request for Certificate. All requirements mustbe completed within five (5) years after the student enrollsin his/her first course. Students not pursuing the certificateprogram are welcome to take as many individual coursesas they wish.

Program FeesThe total cost of the program varies depending on theelectives chosen. Actual fees may differ from the estimatesbelow. Fees are subject to change without prior notice.

Course Fees $625 per course

Candidacy Fee $125

Textbooks* $900*Available for purchase at The Hill (www.book.uci.edu).

On-Site TrainingExtension’s Corporate Training specialists can deliver thisprogram or customize one that fits your organization’sspecific needs. Visit extension.uci.edu/corporate or call(949) 824-1847 for more information.


http://unex.uci.edu/corporate/

Required Courses (6)

Overview of Internet MarketingMGMT X461.41 (2 units)

Gain an overview of the business value of internet marketing and how it can be leveraged to achieve acquisition, conversion and retention of online customers.Examine the broad array of interactive marketing strate-gies including search marketing, display advertising, email marketing, website optimization, social media,mobile marketing, online analytics, and other online methods used to achieve business goals. Advantages,challenges, and key differences between internet and traditional marketing will also be explored.

Social Media and Internet Audience ProfilingMGMT X461.53 (1.5 units)

Examine qualitative research methods to monitor socialmedia demographics, and learn to identify the socialmedia applications and strategies best-suited for reachingspecific targets. Explore the techniques and best practicesfor identifying and engaging your audience to ensure theeffectiveness of resources spent on social media, publicrelations, branding and marketing efforts.

Online Analytics and Measurement

MGMT X461.42 (2 units)

Explore key online analytics and measurement principlesfor understanding the performance of websites, socialmedia campaigns, mobile applications, online video, andother online marketing investments. Learn how analyticscan help effectively identify the most profitable paths forwebsites by observing user behavior, and assess the metrics critical to achieving successful campaigns. Studytechniques and best practices for measuring and inter-preting data, developing analysis and effective reporting,segmenting visitor information for improved experiences,and identifying the key performance indicators which candrive proven business return on investment.

Planning and Developing Your Search Engine Marketing Strategy

MGMT X461.24 (1.5 units)

Learn the technologies, techniques, and strategiesrequired to achieve high rankings on search engines, andwhy search engine marketing is one of the most cost-effective promotional strategies available. Compare andcontrast organic search engine optimization practices withpay-per-click strategies. Examine how to select the bestmethods, and create an effective search engine marketingcampaign to achieve promotional goals.

Website Optimization and PersonalizationMGMT X461.43 (2 units)

Gain an overview of methods, technologies and strategiesfor improving the performance of websites and otheronline properties. Explore how effective site optimizationand personalization programs improve the relevance ofcontent and increased online engagement to yield positivereturns. Learn techniques to avoid common obstacles tooptimizing conversion, as well as the primary componentsof an effective site optimization program including: A/Band multivariate testing, audience segmentation andexperience personalization via content targeting and recommendations.

Developing a Social Media Strategy


Develop a social media strategy and gain a completeunderstanding of the POST (people, objectives, strategy,and technology) process. Learn effective audience profiling techniques using technographics and social computing behaviors. Explore cohesive strategies thatintegrate social media into sound business practices andmethodologies for implementing social media channels toachieve organizational business and brand objectives.

Curriculum

For class schedule: extension.uci.edu/im



Elective Courses (Choose a Minimum of 5 Units)

Display Advertising


Learn to create, plan, and buy effective display advertising.Explore how to use social media, mobile, and digital outdoor displays to effectively create media plans anddevelop storyboards for art direction and performancetesting. Ad networks, video banners, demand side plat-forms, auction-based displays, testing and optimization,behavioral advertising, privacy issues, and dynamic display ads will also be explored.

Transmedia Marketing Through Storytelling


Explore how a good story is essential to audienceengagement and key to marketing, public relations andsocial advocacy. Apply the ancient art of storytelling tonew media forms, creating a new format that dramaticallyimpacts marketing strategies and brand value. Develop amore expansive and immersive experience than traditionalmarketing approaches, examining the role and structure of narrative in audience engagement that impacts consumers. Review case studies and evaluate and developa transmedia story-strategy for a product, company, orcampaign that will engage and persuade.

Email Marketing


Explore how email marketing can be used to reach millionsof consumers at a relatively low cost, and deliver the highest return on investment of all direct marketing channels. Gain the tools needed to test and optimize youremail campaigns from email capture to sales conversion,including developing and managing email lists, implement-ing appropriate metrics to measure effectiveness, andanalytic methods to support iterative improvement.

Mobile Marketing


Gain a solid understanding of the mobile marketing land-scape, examine the sector’s rapid evolution, and consider

current and future trends. Explore the technologies andterminology of mobile, as well as practical skills and bestpractices for usage. Articulate the benefits and opportuni-ties of a mobile strategy, including determining how it fitsinto a multichannel approach, achieving stakeholder buy-inand design, and implementing and measuring a successfulcampaign.

Online Video Marketing


Explore the future of online video marketing, addressingfour components: compelling content, engagement inter-activity, integrated analytics and guaranteed audiences.Learn to apply Web-video strategies to an organization’smarketing campaigns by creating powerful video contentthat will entertain, inspire and compel viewers toward action.Examine how to research and measure to appropriatelydistribute content across all channels from online ad networks and movie theaters to local TV outlets, optimizingmaximum performance.

Agile Marketing


Learn the basic principles of Agile Marketing, which combine direct marketing and agile software develop-ment. Examine how offline direct marketing is infused withdigital practices in obtaining feedback to allow for timelychanges in marketing messages. Receive guidancetoward overcoming organizational resistance and gainingadequate support.

Content Marketing


Gain the knowledge and skills needed to design, develop, promote and manage profitable digital, mobile and socialcontent marketing campaigns. Learn how to create com-pelling and engaging content to support the customerthrough the buyer’s journey through the lifecycle.Designed for product managers, digital marketers, socialmedia strategists and business leaders who wish toincrease revenue, retention rates and marketing return on investment.


09.03.14

� Mirna Bard, President & Social Media Consultant,NuReach Global

� Tim Callen, Managing Partner, RBT Agency

� Jerri Lynn Hogg, Assistant Professor, CommunicationManagement and Media Psychology, Bay Path College

� Steve Kinney, Chief Executive Officer and President,Search Optimizers

� Matthew Langie, Director, Product Marketing, AdobeSystems

� Pamela Rutledge, Media Psychologist, MediaPsychology Research Center

Advisory Committee

extension.uci.edu/im

Internet Marketing Certificate Program

[email protected] � (949) 824-9796



Documents

Internet Marketing Certificate Program - UC Irvine Extension