Online Internet Marketing Course
Taking a business online? Building a commercial Web site for yourself or a client is just the start. In this online Internet Marketing course, you'll learn practical skills for growing your business on the Web. Studying with a professional Internet marketing consultant, you'll learn how to develop an entire marketing plan for your online business. Course projects will include target audience analysis, site planning, content development strategy, email marketing campaigns, optimizing for search engines, building a Facebook page, and more.
Learn proven strategies for marketing your business online
Learn at Your Own Pace
1 - Internet Marketing Foundations
Internet marketing isn't your father's marketing channel. How will you make your Web campaigns count? Lesson One explains the ways in which Internet marketing can be more measurable, targeted, and cost-effective, than print, radio, and TV ads. You'll read case studies on companies that have successfully leveraged online advertising and examine reasons that companies succeed or fail in this space. You'll explore the critical issue of how to identify and attract your target audience through thematic, language, technology, and even color choices. You'll also learn the importance of an expansive Web presence that includes social media.
Project - Marketing research
2 - Content Strategy and Email Marketing
On the Web, content is king—and having a content strategy is key to any site's success. Lesson Two explores the important role of Web content. You'll look at how to develop and cycle content to attract visitors to your site and ways of sharing content with partners. Strategies for harnessing user-generated content will be examined with reference to successful case studies. Finally, you'll learn about ways to promote fresh content through email marketing campaigns. Topics will include how to generate a quality list, write an effective campaign, schedule appropriately, and craft compelling subject lines.
Project - Content and e-marketing plan
3 - Search Engine Optimization
A billion users on the Web, but does anyone know you're there? Lesson Three focuses on search engine optimization (SEO), the art of making sure your site's pages are well ranked by search engines such as Google. You'll learn the major dos and don'ts of site optimization and explore current trends for getting noticed on searches. An overview of search engine technologies, HTML meta tags, tips for structuring your page design, and how the submission process works will prepare you for quality SEO. By reading case studies on SEO, you'll learn how link popularity and optimized content like press releases can affect your positioning.
Project - SEO plan
4 - Social Media and Community Building
The most successful online businesses have developed a strong sense of community around their brands, and much of this stems from their social media presence. Lesson Four examines how to integrate social media into your marketing campaign. You'll read case studies about successful Web sites that have developed a strong sense of community, and explore specific platforms like Facebook fan pages, Twitter accounts, blogs, and niche social networks. Ways to build internal communities are also discussed, with a focus on features like message boards and service chat. Finally, creative ideas for working with business partners are examined.
Project - Facebook fan page
5 - Managing Social Presence and Advertising
Once you establish your social presence, how do you maintain it? Lesson Five gives you a practical orientation to today's social environment. You'll learn tips and tools for cutting down on the amount of time you spend maintaining various accounts, and you'll learn how to generate community content versus mere buzz. You'll also gain insight into strategies for converting negative feedback into brand loyalty through case studies and practical advice. Finally, advertising strategies—including keyword ad buys and social ads—are examined as a component of your Web presence.
Project - Social media campaign
6 - Lead Conversion, Sales, and Other Metrics
How will you measure the success of your Web presence? No Internet marketing strategy is complete without some well-defined success metrics and a sales/lead conversion plan. Lesson Six begins with a discussion of how to obtain and interpret site visitor metrics, including a look at social media analytics. You'll look at creative ideas and technological solutions for increasing lead conversion and sales. Lead collection software options and shopping carts dos and don'ts are addressed, with a focus on turning online shoppers into buyers.
Project - Internet marketing campaign
- Develop an understanding of important concepts for creating an Internet marketing strategy.
- Determine whether a product or service is right for the Web and learn principles for attracting a target audience through design.
- Develop a concept for a company, product, or service that is marketable online, creating a home page that will be used to market the company, product, or service.
- Develop an understanding of the importance of good Web content to a marketing strategy.
- Plan content and email marketing concepts to market a product and establish its brand image.
- Develop an understanding of how search engine optimization works and learn tips for optimizing a site for search engine placement.
- Optimize a company/product/service home page for the major search engines.
- Identify and explain how a social media presence can strengthen a brand's Internet marketing.
- Design a Facebook fan page with optimized description content and an effective status update strategy.
- Learn how to manage social media presence, including streamlining tools, strategies for dealing with negative feedback, and ad incorporation.
- Plan a crisis strategy for several varieties of online social presence scenarios and design a landing page for a social media ad campaign.
- Explore methods for tracking online marketing campaigns including lead capture software and trackable URLs.
- Develop an entire online marketing campaign for a sample fictional client.
Interested in this course? Scheduled and self-paced enrollment options are available. Ask Admissions about taking this course as part of a degree or certificate program.
|Course Level||Classes start||Registration Fee||Technology Fee||Tuition|
3 credits, 15 weeks
|Jan, May, Aug||$200||$50/semester||$490/credit|
60 clock hours, 3 months access
|Enroll today, start tomorrow||$50||$25/course||$949|
|* Registration fees are nonrefundable after 5 days from enrollment. All tuition includes a digital materials fee for updates to course or program content.|
Software and Supplies
To take this course you'll need:
- Computer with Internet connection.
- Basic experience in HTML or basic experience in/access to an HTML editor such as Adobe Dreamweaver.
- Basic experience in/access to a digital imaging program such as Adobe Photoshop.
- An account with a Web hosting service (free services are available).