Do you have high marketing costs? Want to know how to use the Internet to promote yourself or your business? This six-week certificate program will provide hands-on experience with simple, low-cost Internet marketing tools and techniques. Learn how to blog, podcast and vodcast as well as optimize your web pages for search engines.
Discover how to run A/B and multivariate testing on your website and monitor the results with analytics packages.
Overview
Over six weeks this course will explore both the best practices of Internet marketing and how to use simple, low-cost Internet tools. Basic computer experience on either a Windows or a Mac OS platform is expected. Each class will feature a combination of presentation, instruction and class discussion. Each class will end with an exercise due the following week. The course combines theory and practice in a way that is understandable to both those with a technical background as well as those with a more operational background. he course will culminate in class presentations.
You can view James Moore's introduction to Practical Internet Marketing by watching the RealMedia clip or downloading the iPod video.
The two links are:
Program Benefits
- Hands-on experience: Participants will learn best practices in Internet marketing as well as how to use software tools.
- Cutting-edge curriculum: The program will present innovative, proven Internet marketing techniques as well as practical, current insights. Each time the class is taught the content is updated to include new developments and materials.
- Feedback and peer review: Participants will receive constructive feedback from their instructor and classmates.
- Online enhancements: Face-to-face sessions are accompanied with an online course that includes discussion, quizzes, videos, downloads, links and more! You will also have access to hundreds of online books and journals.
Topics
- Planned website development for marketing effectiveness
- How to optimize web pages for search engines
- Software tools to simplify your work
- Organic and paid search
- Website analytics
- A/B (split) and multivariate testing
- How to blog - examples: Practical Internet Marketing Certificate Program blog, best practices, sites and software
- How to create and use RSS feeds
- How to podcast and vodcast
- How to use social networking to get your message out
- How to design effective bulk personalized e-mail
- How to use PDFs for marketing
- Where to find low-cost stock photography
Who Should Attend
This course is intended to demonstrate practical and low-costs techniques for small businesses and individuals. Participants should have a general degree of comfort working with computers, including the ability to install software, browse the Internet and perform word processing.
The following are just some of the audiences that would benefit from this course:
- Entrepreneurs
- Nonprofits
- Small businesses
- Freelancers
- Marketing professionals
- Guerilla marketers
Sign up today and start to revitalize your Internet marketing!
Frequently Asked Questions
Are there course materials?
There are no required books for this program. Comprehensive handouts will be distributed each class. Handouts, podcasts and vodcasts can be downloaded from the course website. The cost of these materials is included in the course fee.
Is there required software?
Projects will require the use of free software. Instructions on how to download and use the software will be provided in class. f you have difficulty downloading the software we can provide CDs containing the necessary programs.
Is this class very technical?
Some of the topics are technical but are described in a way that a non-technical person can understand. At every stage theory is integrated with the technology – we aim to provide insight for technical and non-technical participants.
Do I need a computer?
You will need access to a computer (Windows or Mac OS) to complete class projects. You may bring a laptop to class if you wish, but it is not required.
Do I get DePaul credit for these classes?
No, but some have been approved for continuing education units (CEUs). These classes are professional education classes, with different requirements than courses taken for academic credit.
How big are the classes?
Class size is limited to allow for a more interactive environment in the classroom. Most classes have about 15-20 students.
Will I have to write papers and take exams?
You will have an assignment each week, which will not be graded, but you will receive feedback on each of your assignments. At the end of the course, you will have a class presentation.
Is this class very technical?
Some of the topics are technical but are described in a way that a non-technical person can understand. At every stage theory is integrated with the technology – we aim to provide insight for technical and non-technical participants.
Syllabus
Syllabus |
|---|
| Week 1
|
- Introduction
- How the Internet works
- Internet Marketing: Definitions and theory
- Planning your website: paper prototyping, wireframes, usability testing, hosting, top level domains
- Software tools
- Basic computer security
- Creating a simple website from scratch
- Safe file transfer: SSH vs. FTP
- Web 2.0
|
| Week 2
|
- Assignment 1 due: Create a three-page website promoting goods or services. Your site will need to have a homepage, contact details and goods/services.
- Search engines: How they work, major players, getting listed, site submission
- Directories
- Search engine optimization (SEO): Web copy, crafting HTML, keywords, inbound links, robots.txt, indexing and site maps
- Paid search vs. organic search
- Google Adwords
- Analytics
|
| Week 3
|
- Assignment 2 due: Optimize your site from assignment 1 for search engines.
- A/B (split) and multivariate testing
- Blogs
- Wikis
- RSS (Really Simple Syndication)
- Second Life
- Online gaming and Alternate reality games (ARG)
|
| Week 4
|
- Assignment 3 due: Create a blog. This may be personal or work related.
- Podcasting: How to create and promote your podcasts
- Vodcasting (video podcasting) and YouTube
- Social networking: How to use sites like MySpace, Facebook, LinkedIn and del.icio.us
|
| Week 5
|
- Assignment 4 due: Create a short podcast (can be as brief as a minute long).
- e-mail: How e-mail works, best practices, text vs. HTML
- Bulk personalized e-mail
- Stock photography
- PDFs: best practices, optimization, search strategies
|
| Week 6
|
- Review
- Final presentations
|
Printable/Downloadable Registration Form
DePaul University
Continuing and Professional Education
25 East Jackson Boulevard, Suite 1600
Chicago, Illinois 60604-2216
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