Become an Internet Marketing
Expert – 100% Online!

Integrated Online Strategies
Search Engine Marketing & Usability
Advanced Interactive Marketing & Measurement
Advanced Web Analytics
Advanced Social Media
Advanced Email Marketing
Advanced Affiliate Marketing
Advanced Mobile Marketing
Advanced Search Engine Marketing

Master all aspects of the exciting Internet marketing field, focusing on practical applications and strategic best practices proven to maximize every marketing dollar. Whether your goal is to create an online presence, enhance an existing website or drive more traffic through multiple interactive channels, this comprehensive, end-to-end program will help you make a real impact in the virtual world.

Online Program Benefits

  • Develop and enhance a revenue-generating website that draws new visitors, converts leads into sales and cultivates repeat business.
  • Promote your company, your clients or yourself through social media, viral video, affiliate networks, mobile media and other Internet marketing tools.
  • Drive more traffic to your site with advanced search engine marketing (SEM) techniques, including search engine optimization (SEO) to enhance organic search and paid search tactics that maximize promotional dollars.
  • Apply web analytics tools: Use tracking, reporting and testing to fine-tune your online strategy/messaging and boost conversion rates
  • Adapt the best practices of successful Internet marketers for use in your own website or campaign.
  • Prepare for certification from Google Advertising Professionals and Web Analytics Association.

Internet Marketing Courses

Integrated Online Strategies $1,980

Master and manage the practical applications of diverse interactive marketing components — everything from websites and e-newsletters, to organic and paid search, to tracking and reporting. Whether you are new to the world of online marketing or a seasoned interactive pro, you can now sharpen your skills and enhance your expertise with Integrated Online Strategies. In just eight weeks, you’ll come away with knowledge and skills you can apply immediately. And you’ll do it all 100% online, further accelerating your mastery of the Internet medium!

Who Should Register?

Integrated Online Strategies is ideal for anyone who wants to create, promote and track an online presence for a person, brand or company. It will help those with little or no web marketing experience master proven tools and techniques, while seasoned web marketers will learn new ways to enhance and expand their existing sites.

What You’ll Study

Introduction to Internet Marketing
  • Fundamentals of Internet marketing
  • Expert advice on planning an Internet marketing campaign
  • Top tips for defining tactics, goals and messaging
  • Proven tools for Internet marketers: Nielsen Net Ratings, comScore, Google Page Rank, SeoQuake, SEOdigger and Compete
Internet Marketing Overview
  • Core components of search marketing: how search engines work; organic and paid search
  • Rules of engagement for affiliate and other networks
  • Pivotal role of social media and Web 2.0: blogs, podcasts, MySpace, Facebook, YouTube, Digg, Buzz, mobile media and more
  • Essential elements of e-commerce: networks, feeds, payments and stores
Starting a Website and Internet Marketing Tactics
  • Key steps for creating a blog or Squidoo page: content, graphics, plug-ins and analytics
  • Driving traffic through search engine optimization (SEO) and pay-per-click (PPC)
  • Generating business through affiliates and other networks, email, viral campaigns and media buys
  • Must-know marketing tactics for social media communities, blogs and podcasts
Building and Promoting a Website
  • Writing winning content for the Web
  • Maximizing site impact with widgets, RSS, fun and games
  • Invaluable insights for integrating e-commerce into a website
  • Popular techniques for promoting websites: AdWords (PPC), viral video (You Tube), email and more
Creative Development
  • Best practices in creative development and creative planning
  • Vital role of color, design and function
  • Effective messaging and eye-catching visuals
  • Top tenets of website testing
Tracking Methods
  • Useful tools and tactics for tracking
  • Determining metrics and measures of success
  • Implementing and evaluating tracking methods
Reporting and Testing
  • Tying results to goals: maximizing return on investment (ROI)
  • Implementing A/B testing and other testing methods
  • Producing and analyzing reports
  • Determining trends, outcomes and new tests
  • Conducting a test on your website

Search Engine Marketing & Usability $2,280

Optimize both organic and paid search strategies to maximize web traffic, increase conversion rates and decrease the cost of customer acquisition. Search Engine Marketing & Usability focuses on customer behavior and its implications on website design and search engine marketing. You’ll also learn how the latest rules and regulations of Internet marketing can be leveraged to protect company assets and grow customer relationships, and you’ll review the core components of the Google Advertising Professionals certification exam. By the end of this eight-week class, you’ll come away with the AdWords knowledge to become Google-certified.

Who Should Register?

Search Engine Marketing & Usability is perfect for anyone looking to fine-tune their website strategy, master search engine marketing and/or prepare for Google Advertising Professional certification. It will help novice web marketers expand their skills and knowledge, while seasoned professionals will learn how to optimize their online presence and marketing efforts.

What You’ll Study

Analyzing Customers, Markets and Planning
  • Top tips for profiling and targeting potential customers
  • Proven tactics for Internet campaign planning
  • Top 10 strategies: case studies
Regulations and Codes of Practice
  • Legal and ethical concerns facing today’s Internet marketers, including the CAN-SPAM Act and Digital Millennium Copyright Act
  • File sharing: Limewire, Napster, peer-to-peer (P2P) and more
  • User-generated content and licensing issues
  • 10 successful strategies: case studies
The Role of the Website
  • Critical considerations: domains, technology and usability
  • Website layout and design standards
  • Writing for the Web and responding to the market
  • Turning visitors into customers: conversion and e-commerce strategies
Introduction to Intermediate Search Engine Marketing
  • Fundamentals of organic and paid search
  • Creating powerful content for search
  • Complementary roles of search engine optimization (SEO) and pay per click (PPC)
  • Measuring search marketing success
Mastering Organic Search
  • Essential elements of SEO: Google page rank, search engine results pages (SERP) and blended strategies
  • Best practices for keyword selection and SEO
  • Advanced link building and internal linking strategies
Mastering Paid Search
  • Targeting, keyword research and budgeting
  • Expert advice on writing effective text ads and landing pages
  • Optimizing campaigns, establishing goals and testing
Preparing for Google Advertising Professional Certifications
  • Overview of Google certification
  • Must-know requirements and criteria for certification
  • Vital information available through the Google Learning Center
  • Helpful tips for taking the Google Advertising Professional exam
Search Engine Marketing Case Studies
  • Best practices of search engine marketing (SEM):
    • StaffordLoan.com
    • Usability Case Study

Advanced Interactive Marketing & Measurement $2,280

Gain the powerful, practical, real-world skills you need to become a highly proficient online marketer. In Advanced Interactive Marketing & Measurement, you’ll learn how to develop, implement and evolve your marketing strategy. You’ll also explore leading-edge online marketing techniques and strategic best practices that help you deliver measurable results and maximize every marketing dollar. In addition to this valuable insider advice, you’ll come away with a working knowledge of the core components of the Web Analytics Association certification test. At the end of eight weeks, you’ll be an expert in the areas of Internet marketing and measurement.

Who Should Register?

This course will benefit anyone seeking to expand their Internet marketing skills, master advanced strategies and/or prepare for WAA certification. Advanced Interactive Marketing & Measurement reveals how to develop successful campaigns, capitalize on networking and relationships, and foster a prosperous online brand.

What You’ll Study

Internet Marketing Review
  • Must-know behavioral targeting, search marketing and online push strategies
  • Mobile marketing essentials
  • Media buying, sales funnels and tracking
  • Proven tools and techniques for website analysis
Effective Internet Marketing Presentations and Agency Relationships
  • Elements of a successful creative strategy
  • Top tips for an impactful presentation
  • Achieving profitable client-agency partnerships
  • 10 successful strategies: case studies
Integrated Campaigns and Multi-Channel Marketing
  • Traffic-driving integrated campaign tactics
  • Maximizing effectiveness of multimedia campaigns
  • Key changes in sales and communication channels
  • 10 secrets to success: case studies
Building Your Resources
  • Online communities: how to join the conversation
  • Advanced online networking and relationship strategies
  • Capitalizing on collaborative learning opportunities, RSS and webinars
Creating and Nurturing an Online Brand
  • Personal and professional reputation management: protecting your online brand
  • Boosting your presence on search engine results pages (SERPs)
  • Defining your identity: online persona vs. private/professional life
  • Managing your professional reputation
Advanced Strategies
  • Advanced media planning and buying strategies
  • Essential tools: databases, widgets, custom applications, Twitter, YouTube and more
  • Secrets of successful social-media marketing: Second Life and beyond
  • Promo to go: mobile marketing and SMS
  • Top 10 strategies: case studies
Preparing for Web Analytics Association Certification
  • Establishing goals and calculating acquisition costs
  • Free and paid tracking and reporting tools: Google Analytics, SEO Digger, Alexa, WebTrends, IBP and others
  • Customized campaign performance reports
  • Campaign optimization: case study

Advanced Web Analytics $2,480

Advanced Web Analytics goes beyond the platform and empowers you to master the discipline. Not only will you learn what to measure and how to measure it, but you’ll also discover how to analyze the data and use it to optimize your website and campaigns. Accomplished web analytics professionals provide a high-level strategic view, focusing on the core concepts that will remain constant even as the tools continue to evolve. In just eight weeks, this online program will equip you with the web analytics training you need to leverage your metrics and maximize your marketing success!

Who Should Register?

This advanced analytics training program is ideal for marketing professionals and webmasters in agencies and corporate marketing departments. It is also essential for managers and executives responsible for setting goals and producing results, as well as for entrepreneurs seeking to optimize interactive marketing expenditures.

What You’ll Study

Introduction to Analytics and Measurement
  • Historical Perspective of Web Analytics
  • Critical Considerations for Web Analytics Installations
  • Overview of Web Analytics Vocabulary and Providers
Traditional Analytics Components
  • Vital Visitor Info: User Variables and Site Interaction
  • Tracking Traffic Sources: Direct, Paid and Organic
  • Optimizing Site Performance and ROI Functionality
Google Analytics Focus
  • Pros and Cons of Google Analytics
  • Installation, Profiles and Configurations
  • AdWords Integration and Goal/ROI Tracking
Analytics Tracking and E-Commerce
  • Analyzing Goal Types and Goal Performance
  • Successful E-Commerce Installation and Tracking
  • Alternative Ways to Measure E-Commerce
Measuring Off Site
  • Off-Site Metrics: Top Tracking and Reporting Methods for Email, Banners, Rich Media, Video, Social Media, Blogs, Viral Marketing and Print Media
Analytics Reports
  • Essential Reports for Webmasters, Marketers, Executives and Small-Business Owners
  • Establishing Benchmarks, KPIs and Success Metrics
  • Google Analytics: Auto-Reports and Dashboards
Advanced Analytics
  • Google Analytics: Custom Filters, Event Tracking, E-Commerce Tracking Over Multiple Domains and Tagging Campaigns
  • Top Troubleshooting Tips for Web Analytics
  • Evaluating External Sources for Web Metrics: comScore, Nielsen and MRI
Analytics Case Studies
  • Best Practices for Web Analytics Installations, AdWords Reports Usage, Troubleshooting, Optimizing for Marketing and Design, and More

Advanced Social Media $2,480

Advanced Social Media provides the practical tools and strategies required to successfully leverage social networks and capitalize on their powerful word-of-mouth lift. It also offers expert guidance on how to respond to negative commentary. Led by master social media and online marketing practitioners, this eight-week course uses streaming video lectures, in-depth case studies and interactive lab sessions to impart a comprehensive understanding of this critical discipline.

Who Should Register?

This advanced social media training will benefit marketing and public relations professionals in agencies and corporate marketing departments, as well as customer service representatives. It is especially valuable for managers, executives and entrepreneurs, who are ultimately accountable for a brand’s reputation and performance in the market.

What You’ll Study

Introduction to Social Media
  • Defining Social Media
  • How Brand Informs Social Media
  • Best Practices in PR, Customer Service, Monetization and Executive Strategy Prior to Social Media
Listening and Monitoring
  • Monitoring Your Brand and Reputation
  • How to Listen for a Crisis Before It Happens
  • Identifying Money-Making Opportunities
Content Creation
  • Identifying Which Content Is Best Marketed With Social Media
  • How Content Can Help You Reach More People
  • Monetizing Your Content
Communication
  • How Social Media Is Changing Communications
  • Solving Private Problems in a Public Way
  • Monetizing Communication Tools
Metrics and Science
  • Measuring Brand and Marketing Presence in Social Media
  • How to Measure Influence in Social Media
  • How to Measure Customer Satisfaction and ROI in Social Media
Legal and Ethical Considerations
  • Things You Shouldn’t Market With Social Media
  • Identifying the Wrong Way to Use Social Media to Influence Public Opinion or Handle a Crisis
  • Determining the Best Way to Handle Customer Complaints and Avert Risks
Adopting Social Media
  • Selling the "Purple Cow" Basics
  • Case Studies: Getting a Marketing Firm, PR Firm and Fortune 500 Organization to Adopt Social Media
  • Case Study: Profitable Social Media Experiments
Social Media Case Studies
  • How Social Media Has Been Used Effectively So Far
  • Case Studies: Best Practices in Social Media

Advanced Email Marketing $2,480

Email marketing offers the opportunity to reach millions at a relatively low cost, and delivers the highest ROI of all direct marketing channels. In fact, commercial email campaigns generate $43.62 in sales for every dollar spent, according to a Direct Marketing Association study.*

But if your emails don’t reach their destination, entice readers to open and click, and drive conversions, you’re wasting your time and money. Forrester Research forecasts that by 2014, “direct marketers will waste $144 million on emails that never reach their primary target.”**

Discover how to develop highly effective email campaigns that break through the clutter and drive results with Advanced Email Marketing. USF’s expert instructors reveal how to increase deliverability, improve response rates and enhance your sender reputation, while avoiding legal pitfalls. In just eight weeks, this 100% online, advanced specialized certificate course will equip you with practical skills and a valuable credential that validates your expertise in advanced email tactics and strategies.

Who Should Register?

USF’s email marketing training is essential for direct marketing professionals in an agency or corporate marketing department, as well as small-business owners and Internet entrepreneurs. It also contains valuable insights for copywriters, graphic designers and IT specialists who create, code and send emails; database administrators who manage email lists; customer service reps who respond to inbound emails; and analysts who evaluate results. Students should have a working knowledge of direct email marketing, which is addressed in USF’s Master Certificate in Internet Marketing program.

What You’ll Study

Introduction to Email Marketing
  • Email marketing essentials and effective strategies for deliverability
  • Inbound email as a marketing tool
  • Integrating email with social media
  • Email marketing myths and best practices
The Email Foundation
  • Secrets to successful B2B email marketing
  • Mapping email strategy to sales cycle stages
  • Top tips for increasing response rates
  • Optimizing your offer strategy, managing lists, nurturing leads and tracking performance
Email Design and Functionality
  • Multi-part messages: HTML and text
  • White lists, black lists and other considerations
  • Email for mobile phones
  • Selecting the right software platform for your business
  • Developing and managing the RFP process
Email Deployment
  • Setting goals and ROI tracking
  • Key strategies for multi-variate and landing page testing
  • Email broadcast checklist
  • Best practices for sending a correction email
Email Marketing Analytics
  • Retargeting campaigns and trigger campaigns
  • Effective copywriting and design techniques for email
  • Personalization, rich media and graphics
  • Key factors impacting open rates, click-through rates and hard bounce vs. soft bounce
Email Optimization and Testing
  • Reducing unsubscribe requests
  • Optimizing for deliverability, open rates, click-through rates and conversion
  • Dashboard and trend analysis
  • Targeting links and deep linking
Email Marketing Laws and Ethics
  • CAN-SPAM, COPPA and state email laws
  • Email privacy and database security
  • Safe harbor policies and international emails
  • Following proper unsubscribe procedures
Multipurpose Emails and Case Studies
  • E-newsletters and online surveys
  • Viral email campaigns and Web/email 3.0
  • In-store offers and coupon delivery
  • Deliverability, reputation management and repair
  • Relevance-enabling technologies and clickstream analytics

* “E-mail ROI Still Stunning, Still Slipping: DMA”; published by Ken Magill on DirectMag.com; October 20, 2009.

** “Forrester Forecast: US Email Marketing Spending To Reach $2 Billion In 2014”; press release published on Forrester.com; June 15, 2009.

Advanced Affiliate Marketing $2,480

Whether you’re a blogger/online publisher looking to monetize your content or a business seeking additional sources of revenue, affiliate marketing is the answer. This lucrative practice is revolutionizing the way individuals and organizations generate revenue online. Many affiliates earn upwards of six figures, with the most successful among them netting more than $1 million a year. Forrester Research predicts double-digit growth for U.S. affiliate marketing over the coming years, with annual spend estimated to reach $4 billion by 2014.* Take advantage of the affiliate boom and claim your share!

From creating compelling content and placing tracking code to promoting your efforts and driving traffic, Advanced Affiliate Marketing reveals everything you need to know to generate additional income through online publishing or an existing corporate website. This eight-week advanced specialized certificate course also covers critical legal and ethical considerations and profitable best practices. But what truly makes this program unique is the extraordinary caliber of USF’s online faculty, which includes super-affiliates who share valuable insider secrets and best practices to maximize your success!

Who Should Register?

USF’s 100% online affiliate marketing training is geared toward web publishers. It is ideal for bloggers, Internet entrepreneurs, small-business owners, corporate executives and marketing managers, traditional and interactive marketing agencies, and search/pay-per-click specialists. Students should be well versed in basic interactive marketing concepts and familiar with affiliate marketing tactics, which are covered in the Master Certificate in Internet Marketing program.

What You’ll Study

Introduction to Affiliate Marketing
  • Overview of affiliate marketing and its major players
  • Best affiliate sites for monetization
  • Integrating affiliate strategies into your marketing mix
  • Setting up accounts on affiliate marketing networks
Getting Started
  • Finding a niche and selecting the right networks
  • Adding paid sponsorship, Google AdSense and links
  • Determining costs and creating a business plan
  • Obtaining and placing tracking code
Know Your Audience
  • Creating compelling content and effective landing pages
  • Incorporating video, blogs, email and social media
  • Applying and getting approved for affiliate programs
  • Selling executives on affiliate marketing as a viable income source
  • Understanding the role of search engine optimization (SEO) in affiliate marketing
Maximizing Effects From Your Efforts
  • Measuring the effectiveness of your affiliate campaigns
  • Driving traffic through natural and paid search
  • Negotiating a better deal and higher commissions
  • Leveraging your affiliate channel in other areas of your business
  • Top tools for optimizing your site
Connections and Communications
  • Effective ways to engage your audience
  • Generating revenue through a membership site or list building
  • Blending online and offline campaigns
  • Monitoring your site and promoting your efforts
Legal and Ethical Considerations
  • Legal best practices and ethical considerations
  • Trademark bidding and affiliate terms of service
  • Collecting data and protecting customers’ privacy
  • Assessing potential risks and challenges
What the Pros Know
  • How super-affiliates choose programs to promote
  • Building trust, influence and engagement with customers
  • Methods to make the networks work harder for you
  • Maximizing profits and multiple income streams
  • Making a business case for affiliate marketing
Case Studies
  • Successful affiliate marketing campaigns
  • Affiliate marketing through email marketing
  • Online publisher perspective
  • Capitalizing on coupons and deals

* “Affiliate Marketing Still Growing”; published on the Forrester Blog for eBusiness & Channel Strategy Professionals; September 28, 2009.

Advanced Mobile Marketing $2,480

Advanced Mobile Marketing is your comprehensive “how-to” on mobile marketing that will enable you to deliver results for your company. You’ll gain critical insight and advanced techniques for effective mobile marketing, in a variety of areas such as proximity marketing, mobile search tools, budgeting tactics and mobile application analytics. This eight-week course will also help you prepare for the Mobile Marketing Association (MMA) certification by introducing you to concepts and materials that are core to the certification process. All of this expertise is provided 100% online by prestigious faculty who are leading marketers working in the field. They’ll share the secrets of their success to help ensure yours.

Who Should Register?

This mobile marketing certificate course is perfect for marketers, product managers, QA testers, account managers and other professionals involved in mobile campaigns, or anyone interested in improving or mastering high-level mobile marketing.

What You’ll Study

Introduction to Mobile Marketing
  • Mobile Marketing 101 and the state of the market
  • Producing superior results from your mobile campaign
  • Dispelling mobile marketing myths
  • The inside scoop on app stores
The Tools of Mobile Marketing
  • Effectively using mobile marketing voice tools
  • Can’t-miss proximity marketing tips
  • Top mobile search tools
  • Understanding WAP and the mobile web
How to Develop a Mobile Marketing Campaign
  • Setting achievable goals for your mobile campaign
  • Creating a winning mobile marketing campaign
  • Must-have campaign budgeting tactics
  • Picking the perfect mobile channels for your business
Launching and Integrating Your Mobile Campaign
  • Creative standards for mobile websites
  • Identifying critical paths and timelines
  • Sure-fire ways to choose the best agency or vendor
  • The secret to making your emails mobile friendly
Mobile Analytics
    Overcoming the difficulties of mobile analytics
  • Essential strategies of mobile content analytics
  • Mastering mobile application analytics
  • Staying ahead of industry trends
Proximity Marketing
  • Proven techniques of proximity marketing
  • Implementing augmented reality
  • Vital insight on 2d barcodes
  • Bluetooth usage
Mobile Marketing Rules and Ethics
  • Examining the impacts of Net neutrality
  • Must-know CAN-SPAM requirements
  • MMA Global Code of Conduct
  • The latest privacy and FCC/FTC requirements/rulings
Case Studies
  • AutoWeek
  • Oktoberfest
  • Land Rover
  • Useful Networks

Advanced Search Engine Marketing $2,480

Advanced Search Engine Marketing takes your knowledge of this critical field to a new level. Empowering you with practical, hands-on skills you can put to work immediately, whether you want to build an in-house SEO marketing team or strengthen your ability to launch and manage a PPC campaign. No other SEO marketing or PPC training course provides better insight about advanced search engine marketing from the industry’s most respected experts. Upon completion of this advanced SEO and PPC training course, you will be prepared to pass the Google AdWords certification exam.

Who Should Register?

This 100% online advanced search engine marketing training is designed for professionals in marketing agencies or corporate marketing departments who want to enhance their skills in the high-demand, high-reward fields of search engine optimization and pay-per-click advertising. This course is ideal for SEO managers and executives, content writers and account managers. PPC campaign managers and supporting team members will also benefit, as will CMOs, webmasters, media buyers, brand managers and entrepreneurs.

What You’ll Study

SEO Architecture
  • Essential technology fundamentals
  • Key navigation and linking principles
  • Sitemap best practices
  • Putting the crawling tool to work for you
  • Google webmaster tools from A to Z
  • How to use the Bing webmaster tool
SEO Content and Link Building Core Concepts
  • Secrets to effective titles and descriptions
  • Must-know social media concepts
  • Winning strategies for keywords and alt tags
  • Can’t-miss content rules
  • Fundamental link-building concepts
  • Local search dos and don’ts
SEO Content and Link Building Advanced Topics
  • Proven ways to leverage press releases
  • Can’t-miss strategies for link bait and link buys
  • Protecting yourself from rogue SEO and black hat tactics
  • Getting the most from SEO tools
  • Inspired methods for employing link and position tracking
  • Dynamic personalized search techniques
Social Media & Other Search Topics
  • Using social media for link building
  • Effective video and mobile optimization strategies
  • Leveraging other types of social sites
  • Employing optimal international SEO methods
  • Indispensable practices for reputation management
  • Top reasons and tested ways to monitor industry news
Advanced PPC Concepts
  • Superior bidding and keyword strategies
  • Critical role of search re-targeting
  • Must-have methods of tracking video/mobile PPC ROI
  • Vital tactics for successful geo targeting
  • Timely landing page optimization techniques
  • The growing importance of content networks
Advanced Google AdWords
  • Everything you need to know about Google AdWords
  • Functionality, interface and reporting secrets of Google AdWords Editor
  • Successfully using Conversion Optimizer and Website Optimizer
  • Winning strategies for conversion tracking
  • Leveraging Google Analytics
  • Importing Google AdWords campaigns to Yahoo or Bing
Yahoo and Bing PPC
  • Making the most of Yahoo’s search marketing desktop beta
  • Understanding the Yahoo agency interface
  • Navigating Microsoft Adcenter (Bing)
  • Using Bing specialty tools such as Excel plug-ins
  • Applying paid bid management tools/services
  • Exploring other types of PPC advertising (Stumble Upon, ad networks, social media)
Case Studies Tracking/Testing
  • Understanding SEO KPIs
  • Effectively implementing A/B testing
  • Invaluable practices for measuring SEO ROI
  • SEO failures – site penalties and redesigns
  • SEO success – steady growth strategies
  • Creative PPC campaigns revealed