Become an Internet Marketing
Expert – 100% Online!

The USF Internet Marketing programs provide professionals comprehensive skills and tools across the Internet Marketing spectrum. 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.

Choosing the most appropriate program depends on your knowledge, skills and experience in Internet Marketing and, of course, your ultimate goals. The information below will help you determine which path is right for you.

I. Advanced Professional Series

  • The Advanced Professional series is the best starting point for individuals with limited to no experience or formal training across the core Internet Marketing disciplines.
  • With these courses you will have 8 weeks access to program content. New sessions start monthly. Enrollment is open; there are no pre-requisites.

II. Advanced Specialized Series

  • The Advanced Specialized series are designed for professionals who possess broad-based experience and foundational knowledge across multiple Internet Marketing disciplines and want to further their expertise in one specific area of Internet Marketing.
  • With these courses you will have 8 weeks access to program content. New sessions start monthly. Enrollment is open; there are no pre-requisites.

III. Specialized Mini-Course Series

  • The Specialized Mini-Courses are designed for individuals who have experience in Internet Marketing and are seeking to update specific skills and tools and/or fill in specific knowledge gaps.
  • With these courses you will have instant access to program content for 4 weeks. Enrollment is open; there are no pre-requisites. No ACE/CEU/Contact Hour credit is awarded for these courses.

Internet Marketing Courses

Integrated Online Strategies $1,480

ACE 2 | CEUs 4.5 | Contact Hours 45

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 $1,780

ACE 2 | CEUs 4.5 | Contact Hours 45

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 $1,780

ACE 2 | CEUs 4.5 | Contact Hours 45

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 DAA 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 Digital 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 Digital Analytics $1,780

ACE 3 | CEUs 4.5 | Contact Hours 45

Advanced Digital Analytics goes beyond the platform. 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 digital 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 digital analytics training you need to leverage your metrics and maximize your marketing success!

Who Should Register?

This Advanced Digital 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 Basic Concepts and Practices
  • Ÿ Web Analytics Origins and Implementation Methods
  • Ÿ Problems and Considerations Regarding Data Integrity
  • Ÿ Overview of Traffic Source Types
Gathering Data
  • Ÿ Verifying, Monitoring and Governing Data
  • Ÿ Internal and External Point-of-View Reporting
  • Ÿ Third-Party Servers and Data
The Basics of Reporting
  • Ÿ Types of Reports Viewed by Various Target Audiences
  • Ÿ Determining Website Performance via Various Metrics
  • Ÿ Measuring On-Site Ad Effectiveness
Reporting – Mid-Level
  • Ÿ Tracking Calls, Off-Site Clicks and Status Codes
  • Ÿ Measuring Off-Site Metrics and Advertising
  • Ÿ Site Performance and Interaction
Reporting – Advanced-Level
  • Ÿ Establishing Goals, Funnels, Conversions and Performance Measurement
  • Ÿ Path Analysis Do’s and Don’ts
  • Ÿ Demographic Database Limitations
Data Tracking – Alternative Methods and Problem-Solving
  • Ÿ Tools – Google, Bing, Help Resources and More
  • Ÿ Analytics – Predictive, Customer Service and Brand Tracking
  • Ÿ Measurement – Mobile App Impact and Attribution Technique
Analysis of Social Media
  • Ÿ Measuring, Reporting and More
  • Ÿ Social Media Scoring and Other Advanced Tools
  • Ÿ Testing and Optimizing Websites
Tool Usage and Course Conclusion
  • Ÿ Analytics – Pros and Cons, Organization, and Reconciling
  • Ÿ Product Differences – Tagging Campaigns and Filter Use
  • Ÿ Staying Current

Advanced Social Media $1,780

ACE 2 | CEUs 4.5 | Contact Hours 45

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

Social Media – An Introduction
  • Ÿ Advanced Social Techniques Overview
  • Ÿ Business Strategy Integration
  • Ÿ Implications for Marketers
Objectives, Voice and Tactics for Social Media
  • Ÿ Social Media Goals – Defining
  • Ÿ Tips for Joining Social Media Participation
  • Ÿ How PR Guides Social Media
Tactics of Social Media
  • Ÿ Blogging – Platforms, Outreach and Microblogging
  • Ÿ Mass Media, Advertising and Sweepstakes within Social Media
  • Ÿ The Relationship Between Social Media and Mass Media
Social Media – Tactics and Platforms
  • Ÿ Social Media Platforms – Facebook, Twitter, LinkedIn, YouTube, Google+ and Instagram
  • Ÿ Using Photos, Videos and Seeding Email Lists in Social Media
  • Ÿ Creating a Calendar for Social Media
Tools for Setting Up Social Media
  • Ÿ International Channels, Listening and Management Tools and Linking Accounts
  • Ÿ Second-Tier Platform Accounts and Promoting Social Media Pages in Various Platforms
  • Ÿ Discussion Boards and Social Groups
Evaluation, Metrics and Measurement
  • Ÿ Social Media – Key Terms Defined
  • Ÿ Metrics – Establishing Key Tracking Metrics and Goals
  • Ÿ Social Media Measurement Tools, ROI and Acquisition Costs
Social Media – Case Studies
  • Ÿ Major Brand, Small Company and Small B2B Case Studies
  • Ÿ Taigan and Pinterest
  • Ÿ Social Media – Brand Awareness and Direct Response

Advanced Email Marketing $1,780

ACE 3 | CEUs 4.5 | Contact Hours 45

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. The University of San Francisco'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?

The University of San Francisco's Advanced 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 core Internet Marketing courses of Integrated Online Strategies, Search Engine Marketing and Usability and Advanced Interactive Marketing and Measurability.

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 $1,780

ACE 3 | CEUs 4.5 | Contact Hours 45

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 the University of San Francisco's online instructors, which includes super-affiliates who share valuable insider secrets and best practices to maximize your success!

Who Should Register?

The University of San Francisco's 100% online Advanced 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 core Internet Marketing courses of Integrated Online Strategies, Search Engine Marketing and Usability and Advanced Interactive Marketing and Measurability.

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 $1,780

ACE 3 | CEUs 4.5 | Contact Hours 45

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 instructors who are leading marketers working in the field. They’ll share the secrets of their success to help ensure yours.

Who Should Register?

This Advanced 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 $1,780

ACE 2 | CEUs 4.5 | Contact Hours 45

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 Do's 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

Digital Analytics Mini-Course $599

Tracking everything from page hits to advertising ROI to visitor demographics is possible with digital analytics tools. However, the path to success is not just about collecting accurate and copious data — it is also about knowing how to utilize that information to make informed internet marketing decisions.

Who Should Register?

The Digital Analytics Specialized Mini-Course material and instruction is based on the Advanced Professional and Advanced Specialized Certificates. This four-week mini-course is designed for those seeking immediate access to relevant strategies and tools in digital analytics.

What You’ll Study

Overview, Foundations and Concepts
  • ŸTraffic Types: Direct Traffic and Referring Sites
  • ŸTraffic Types: Organic and Paid Search
  • ŸTraffic Types: Email Marketing and CRM Tracking
  • ŸData Collection and Processing
Data Collection
  • Ÿ Tools Summary
  • Ÿ Data Integrity and Verification
  • Ÿ Integration of Third Party Data – Pros and Cons
Reporting Basics
  • Ÿ Establishing Benchmarks
  • Ÿ Describing and Quantifying KPI and ROI
  • Ÿ Describing Financial and Non-Financial Conversions
Intermediate Reporting
  • ŸAssessing Off-Site Metrics
  • ŸEvaluating Advertising – Online Banners and Rich Media
  • ŸVideo Landscape and Measurements
  • ŸPrint Channels and Suitable Measures
  • ŸViral Marketing
Advanced Reporting
  • ŸPath Analysis – Why or Why Not
  • ŸAssessing Framework and Instituting Goals
  • ŸReport Types by Target Audience
  • ŸAttribution Strategies and Methodologies
Advanced and Alternative Data Tracking Methods and Troubleshooting
  • Ÿ Webmaster Tools from Bing and Google
  • Ÿ Measuring Mobile App Impact
  • Ÿ Attribution Measurement Method
  • Ÿ Predictive Analytics
Social Media Analytics
  • ŸSocial Media Measurement and Reporting
  • ŸFacebook Insights
  • ŸIntegrated Reporting Social Media
Using the Tools & Course Wrap Up
  • ŸAdvantages and Disadvantages of Google Analytics, Site Catalyst, and Webtrends
  • ŸSettling and Proving Analysis
  • ŸTechnical Concerns for New Web Development Technologies

 

Social Media Mini-Course $599

Conversations with – and about – individuals and businesses are taking place instantaneously on a global platform as social media continues to rapidly expand. The unprecedented familiarity, immediacy and scope are changing the very nature of company/customer relationships, creating near limitless opportunities for promotion, brand-building, feedback and monetization.

Who Should Register?

The Social Media Specialized Mini-Course material and instruction is based on the Advanced Professional and Advanced Specialized Certificates. This four-week mini-course is designed for those seeking immediate access to relevant strategies and tools in social media.

What You’ll Study

Introduction to Social Media
  • Ÿ Social Media Marketing Implications and Social Commerce
  • Ÿ Integrated Social Media Campaigns
  • Ÿ Social Media’s Viral Impact
Social Media Objectives, Voice and Tactics
  • Ÿ Describing Social Media Objectives and Voice
  • Ÿ Participating in the Social Media Conversation
Social Media Tactics
  • ŸSocial Media Blogging and Platforms
  • ŸSocial Media Sweepstakes
  • ŸOutlining Your Social Media Strategy
Social Media Platforms
  • ŸFacebook: Getting Started and Advertising
  • ŸTwitter: Getting Started, News Content and Ads
  • ŸLinkedIn: What Is It and How to Use it?
  • ŸYouTube: Getting Started and Advertising
Setting Up Tools
  • Ÿ Social Media Optimization and Social Gaming
  • Ÿ Social Media for B2B
  • Ÿ Linking Social Media Accounts
  • Ÿ Outsourcing Social Media and Threats
  • Ÿ Local Deal Sites
  • Ÿ Group and Board Discussions
Metrics, Measurement and Evaluation
  • Ÿ Crucial Social Media Metrics and Insights
  • Ÿ Free Social Media Tools
  • Ÿ Advanced Metrics & Tracking
  • Ÿ Assessing & Tracking Technical Issues

Email Marketing Mini-Course $599

Acquire established techniques to increase deliverability, response rates and augment your sender reputation by better understanding email design functionality, email marketing analytics, email optimization and testing. In addition, you’ll obtain an understanding of key legal issues.

Who Should Register?

The Email Marketing Specialized Mini-Course material and instruction is based on the Advanced Professional and Advanced Specialized Certificates. This four-week mini-course is designed for those seeking immediate access to relevant strategies and tools in email marketing.

What You’ll Study

Introduction to Email Marketing
  • Ÿ Incoming Email as a Marketing Device
  • Ÿ Outgoing Email Management
  • Ÿ Best Practices and Myths Regarding Email
The Email Foundation
  • ŸCharting Email Strategy to Sales Cycle Stages
  • ŸImproving Response Rates
  • ŸLead Nurture Programs
  • ŸList Management
Email Design and Functionality
  • Ÿ Multi-Part Messages – HTML and Text Versions
  • Ÿ Black Lists, White Lists and Other Concerns
  • Ÿ Capture Page Design and Building Email Lists
  • Ÿ HTML Coding
Email Deployment
  • Ÿ Multi-Variant and Landing Page Testing
  • Ÿ HTML to Text Email
  • Ÿ Email Broadcast Checklist
Email Marketing Analytics
  • Ÿ Effects on Open Rates
  • Ÿ Click-Through Rates and Click-to-Open
  • Ÿ Differentiating Emails Sent From Delivered
  • Ÿ Difference Between Hard Bounce and Soft Bounce
Email Optimization and Testing
  • Ÿ Deliverability and Open Rate
  • Ÿ Click-Through Rate and Conversion Optimization
Email Marketing Laws and Ethics
  • Ÿ CAN-SPAM Legislation
  • Ÿ State Email Laws Including California
  • Ÿ Email Privacy
  • Ÿ COPPA and Email

Affiliate Marketing Mini-Course $599

This profitable practice is revolutionizing the way organizations and individuals produce revenue online. Shrewd marketers are profiting from the resulting affiliate commissions by leveraging their existing websites and business partnerships to offer associated products and services. Learn what the affiliate marketing pros know and start making additional income. This course covers the key topics you must know, including promoting your efforts, legal and ethical concerns, and placing tracking code.

Who Should Register?

The Affiliate Marketing Specialized Mini-Course material and instruction is based on the Advanced Professional and Advanced Specialized Certificates. This four-week mini-course is designed for those seeking immediate access to relevant strategies and tools in affiliate marketing.

What You’ll Study

Introduction to Affiliate Marketing
  • Ÿ Affiliate Marketing and the Key Players
  • Ÿ Kinds of Affiliate Sites Ideal for Monetization
  • Ÿ Incorporating Affiliate Marketing Into Your Marketing Mix
  • Ÿ Affiliate Marketing Networks vs. Private Programs
Getting Started
  • Ÿ Content: What Succeeds and How to Build It
  • Ÿ Adding Paid Sponsoring Placement, AdSense, Links, etc.
  • Ÿ Tracking Tools
  • Ÿ Tracking Code Procurement and Placement
Know Your Audience
  • Ÿ Utilizing Video, Blogs, Email and Social Media to Get Attention
  • Ÿ Affiliate Program Applications and How to Get Accepted
  • Ÿ Comprehending SEO/SEM Search and Their Affiliate Marketing Role
  • Ÿ Building Content for Your Affiliate Marketing Site
Maximizing Effects From Your Efforts
  • Ÿ Getting the Most From What You Are Providing
  • Ÿ Gauging the Success of Your Campaigns
  • Ÿ Driving Traffic with Natural and Paid Search
Connections and Communications
  • Ÿ Forums, Websites, Conferences and Message Boards
  • Ÿ Producing Income via a Membership Site or List Building
  • Ÿ Mixing Online and Offline Campaigns
Legal and Ethical Considerations
  • Ÿ Legal Best Practices and Ethical Concerns
  • Ÿ Use of Collected Data and Respecting Privacy Concerns
  • Ÿ Evaluating Possible Risks and Challenges
What the Pros Know
  • Ÿ How Super-Affiliates Select Programs to Support
  • Ÿ Cultivating Trust, Influence and Engagement With Clients
  • Ÿ Making the Most Profits and Creating Many Income Streams

Mobile Marketing Mini-Course $599

Sending email, viewing videos, downloading apps, browsing websites and searching for products and services are now done by more people on mobile devices than by PC. Marketers can access this growing audience at home, at work or on the move with mobile media. Obtain crucial insight and advanced methods for successful mobile marketing in a number of key disciplines including mobile application analytics, proximity marketing, budgeting tactics, mobile tools, and mobile marketing rules and ethics.

Who Should Register?

The Mobile Marketing Specialized Mini-Course material and instruction is based on the Advanced Professional and Advanced Specialized Certificates. This 4-week mini-course is designed for those seeking immediate access to relevant strategies and tools in mobile marketing.

What You’ll Study

Introduction to Mobile Marketing
  • Ÿ Mobile Is Permission-Based and Viral
  • Ÿ Mobile Marketing Terminology
  • Ÿ The Differences BetweenOn-Deck and Off-Deck
How to Develop a Mobile Marketing Campaign
  • Ÿ Stages to Mobile Marketing and Advertising Campaigns
  • Ÿ Campaign Budgeting
  • Ÿ Branded Mobile Content
Launching and Integrating Your Mobile Campaign
  • Ÿ Creative Standards for Mobile Websites
  • Ÿ Mobile Website Creation and Mobile-Friendly Emails
  •  ŸM-Commerce
Mobile Marketing Rules and Ethics
  • Ÿ Net Neutrality and CAN-SPAM Act
  • Ÿ Privacy and Mobile Marketing
  • Ÿ Unsubscribe Procedures
  • Ÿ FCC and FTC Activity
The Tools of Mobile Marketing
  • Ÿ SMS and MMS Tools of Mobile Marketing
  • Ÿ Mobile Search Tools of Mobile Marketing
  • Ÿ Mobile Applications and Advertising
Mobile Analytics
  • Ÿ Why Digital Analytics Do Not Work for Mobile
  • Ÿ Mobile Content and Application Analytics
Proximity Marketing
  • Ÿ Proximity Marketing
  • Ÿ Bluetooth Habits
  • Ÿ Near Field Communication (NFC)

Search Engine Marketing Mini-Course $599

A cost-effective way to drive more business and increase income is via search engine marketing. The correct search engine marketing training is critical to a stronger bottom line. Search engine marketing spending in the U.S. is projected to nearly double from $12.2 billion in 2008 to $23.4 billion* in 2013, and the need for qualified SEO and PPC professionals is at an unprecedented high.

Who Should Register?

The Search Engine Marketing Specialized Mini-Course material and instruction is based on the Advanced Professional and Advanced Specialized Certificates. This four-week mini-course is designed for those seeking immediate access to relevant strategies and tools in search engine marketing.

What You’ll Study

Introduction to Search Engine Marketing
  • Ÿ The Basics of Search Engines
  • Ÿ Overview of Search – Paid Search
  • Ÿ Pay Per Click – Testing and Refining
PPC Concepts
  • Ÿ Bidding, Keywords and Ad Copy
  • Ÿ Demographic & Geotargeting
  • Ÿ Landing Pages and Search Retargeting
  • Ÿ PPC ROI Tracking
  • Ÿ Optimizing PPC Campaigns
Mastering Paid Search
  • Ÿ Generating Potent Content for Search
  • Ÿ Gauging Search Marketing Success
  • Ÿ Pay Per Click – Keyword Targeting, Research and Budgeting
  • Ÿ Running and Enhancing PPC Campaigns
  • Ÿ Effective Landing Pages, UVPs and Conversions
  • Ÿ Click Fraud
Advanced Google AdWords™
  • Ÿ Google AdWords™, Tools and Analytics
  • Ÿ Conversion Optimizer and Tracking
  • Ÿ Google's MCC Interface

Search Engine Optimization Mini-Course $599

One of the most effective customer acquisition tools, forming the foundation of a successful search strategy, is search engine optimization. Discover methods to design, modify and promote first-rate websites that the search engines can’t ignore. Learn to grow search engine results and attract new traffic naturally through the development of an effective ongoing content development and applying a linking strategy.

Who Should Register?

The Search Engine Optimization Specialized Mini-Course material and instruction is based on the Advanced Professional and Advanced Specialized Certificates. This four-week mini-course is designed for those seeking immediate access to relevant strategies and tools in search engine marketing.

What You’ll Study

Overview
  • Ÿ Organic Search – An Overview
  • Ÿ Approaches toIntermediate Search Engine Optimization
Mastering Organic Search
  • Ÿ On-Page Optimization – Placing Keywords
  • Ÿ Advanced Link Building – Hats and Cloaks
  • Ÿ Evaluating Search Engine Optimization Results
  • Ÿ Powerful Landing Pages, UVPs and Conversions
Advanced SEO Content and Link Building
  • Ÿ Link Bait and Link Buys
  • Ÿ Rogue Link Building and Rank Tracking
  • Ÿ Link Tracking and Reporting
SEO Content and Link Building Advanced Topics
  • Ÿ Proven Ways to Leverage Press Releases
  • Ÿ Guaranteed Approaches for Link Bait and Link Buys
  • Ÿ Inspired Techniques for Using Link and Position Tracking
Social Media & Other Search Topics
  • Ÿ Blogs
  • Ÿ Video andImage and Optimization
SEO Architecture
  • Ÿ XML and HTML Sitemaps
  • Ÿ Content Management Systems and Template Engines
  • Ÿ CSS and Page Load
  •  ŸCrawling Tools
Core Concepts of SEO Content and Link Building
  • Ÿ Semantic and Accessible HTML Elements and Attributes
  • Ÿ Regular Content Creative Content Strategies for SEO
  • Ÿ Long-Term Content Strategies and Link Building Concepts

Digital Brand Management Mini-Course $599

Without the ability to accurately analyze markets and evaluate customer segments to develop and implement an effective marketing plan, all of the technical expertise in digital brand management is for nothing. This course will equip you with the skills needed to build and cultivate an online brand.

Who Should Register?

The Digital Brand Management Specialized Mini-Course material and instruction is based on the Advanced Professional and Advanced Specialized Certificates. This four-week mini-course is designed for those seeking immediate access to relevant strategies and tools in digital brand management.

What You’ll Study

Overview
  • Ÿ Internet Marketing Preparation
  • Ÿ Unique Value Propositions, Calls-to-Action and Messaging
  • Ÿ Often-Used Internet Marketing Tools
  • Ÿ The Website’s Role
  • Ÿ How theInternet Marketing Model Influences Business
Creative Development
  • Ÿ Creative Development
  • Ÿ Basics of Design
  • Ÿ Creating Persuasive Messaging
  • Ÿ Designing Eye-Catching Visual Ads and Graphics
  •  ŸDescribing Call-to-Action Pages
Promoting a Website
  • Ÿ Making Your Website Important and Valuable
  • Ÿ Creating Effective Web Content
  • Ÿ Approaches to Website Monetization
  • Ÿ Supporting a Website
Analyzing Customers, Markets and Planning
  • Ÿ Examining Consumer Behavior – Creating Personas
  • Ÿ Customer Segmentation, Targeting and Profiling
  • Ÿ Customer Relationship Management
  • Ÿ Examining Customers, Markets and Planning
Integrated Campaigns and Multi-Channel Marketing
  • Ÿ Contrasting Broadcast and Narrowcast
  • Ÿ Successfully Uniting Media in Multimedia Campaigns
  • Ÿ Alterations in Sales and Communication Channels
  • Ÿ Integrated Media Marketing
Creating and Nurturing an Online Brand
  • Ÿ Managing Reputation
  • Ÿ Governing the Content and Conversation
  • Ÿ Resolving Disputes
  • Ÿ Your Personal Brand – How to Build It
Effective Internet Marketing Presentations
  • Ÿ Interactive Creative Strategy Development
  • Ÿ Key Metrics Presentation
  • Ÿ Target Audience Report Types