Practical Internet Marketing Certificate Program


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.
Practical Internet Marketing will prepare you to act both strategically and tactically - utilizing social media tools like blogs, microblogs (Twitter), podcasts, vodcasts, video, barcodes, email and networking sites to engage with your audience and sell your products and services. You will discover how to use analytic tools to gauge the effectiveness of your campaigns and communicate meaningfully with your audience. Learn how to blog, tweet, podcast and vodcast as well as optimize your web pages for search engines.
Each class will feature a combination of presentation, instruction and class discussion, and will end with an exercise due the following week, which will culminate in class presentations. The course combines theory and practice in a way that is understandable to those with a technical background as well as those with a more operational background; however, basic computer experience on either a Windows or a Mac OS platform is expected.
This six-week certificate program may be taken as a stand-alone course and also fulfills one of the core requirements in DePaul’s Integrated Marketing Communications Certificate Program.

For More Information, Contact:

Jurate Murray
  • Email:
  • Phone: (312) 362-5913
  • FAX: (312) 362-6540

Video Clips

You can view James Moore's introduction to Practical Internet Marketing by watching the RealMedia clip or downloading the iPod video. Click on one of the following links:
To watch the RealMedia video you must have RealMedia RealPlayer installed on your computer. RealMedia offers free installation of the software.

Student Testimonial

"This class is a must for everyone who is responsible for marketing or communications as part of their job. It covered a broad range of Internet, Social Media and Web 2.0 tools using traditional and digital teaching formats.
Our instructor, James, is very dedicated, personable and an all-things-web guru. His knowledge, a unique combination of marketing and technology, enables him to discuss strategy on high-tech topics which enhance your learning experience. He is very cutting edge, yet approachable, and kept the class moving. DePaul University has a gem on their hands!"
-Kimberly Young

Who Should Attend

This course is intended to demonstrate practical and low-cost 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 operate word processing programs.
The following are just some of the audiences that would benefit from this course:
  • Entrepreneurs
  • Nonprofits
  • Small businesses
  • Freelancers
  • Marketing professionals
  • Guerilla marketers


  • Hands-on experience: Participants will learn best practices in Internet marketing and how to use the software tools to communicate effectively.
  • 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 PDF handouts, discussion, quizzes, videos, downloads, links and more.


  • 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 create and use RSS feeds
  • How to podcast and vodcast
  • How to use PDFs for marketing


Week 1
  • Introduction and program overview
  • Internet marketing: definitions and theory
  • How the Internet works: Distributed network, victorian internet, routing, WWW, DNS, top level domains, who owns the Internet?, HTML, browsers
  • Planning your website: paper prototyping, wireframes, usability testing, hosting and top level domains
  • Software tools: Word processor, web editor, audio editor/podcasting, image manipulation, portable applications
  • Basic computer security
  • Safe file transfer: SSH vs. FTP
  • Web 2.0
  • Intro to social media: blogs, flogs, microblogging (Twitter), RSS, podcasting and vodcasting
  • Internet Business Models
  • Testing
  • Paper prototyping
  • Card sorting
  • Domain name: TLD strategy, Trademarks, Active domains
  • Hosting
Week 2
  • Search engines: how they work, major players, getting listed and site submission
  • Directories
  • Search engine optimization (SEO): Web copy, crafting HTML, keywords, inbound links, robots.txt, indexing and site maps
  • Landing page optimization
  • Paid search vs. organic search
  • Google Adwords
Week 3
  • Intro to Social Media Part 2
  • Innovation
  • Second Life
  • Gaming
  • Mobile Marketing
  • AR (Augmented Reality)
  • Interactive Marketing
  • QR Codes
Week 4
  • Analytics
  • Cookies
  • A/B (split) and multivariate testing
  • KPI (Key Performance Indicators)
  • Research
  • Internet Business Models
  • Taxonomies
  • Internet retailing
  • Channels and multichannel marketing
  • CRM
  • Advertising
Week 5
  • Email marketing: how email works, best practices, text vs. HTML
  • Consumer-Generated Content Organizing
  • Privacy
  • Copyright
  • Stock photography
  • PDFs: best practices, optimization, search strategies
  • Security
  • Spam
  • Captchas
Week 6
  • Extras
  • Final presentations (required for certificate)

Frequently Asked Questions

Click here for DePaul University Continuing and Professional Education departmental student policies.
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. Each PDF handout is approximately 60-100 pages in length. The classroom presentations are recorded and made available as vodcasts.
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. If 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.
How big is the class?
Class size is limited to allow for a more interactive environment in the classroom. Most classes have fewer than 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.
Do I get DePaul credit for this class?
No, but some DePaul CPE courses have been approved for CEU credits. This is a professional education class with different requirements than courses taken for academic credit.
Does this program qualify for financial assistance through the Workforce Investment Act (WIA)?
In order to find out if you qualify for financial assistance, you must first contact Workforce Development. As a certified program under the ILLINOIS workNet initiative, this program has been approved for workforce training grants for those who are eligible. Funding may be available for those receiving unemployment benefits. Please contact us or Workforce Development for more information.
What are the requirements for the Integrated Marketing Communications Certificate?
To receive the IMC certificate, students must successfully complete five required courses and one elective course.
Required Courses (Five):
* Note: Students can take either the in-class or online course offering of the Practical Internet Marketing Certificate Program
Elective Courses (choose one):


Online registration is available 24 hours a day, 7 days a week. Add the course you are interested in to your shopping cart and proceed to checkout. Registration is also available via phone, fax or mail. An Adobe Acrobat PDF of the registration form is provided for your convenience.

Course Availability

Course Section Add to Shopping Cart
KMC 120-00
Chris Kanellakes
DePaul Center, Room 7406, 1 East Jackson Blvd., Chicago IL
Wednesdays, June 11 - July 16, 2014, 6:00 - 9:00 PM
1.8 CEUs
18 Contact Hours
Required Fees: Price
Registration - $75 late fee applied to registrations received after 6/4//2014$1,095.00
Course Section Add to Shopping Cart
KMC 120-00
James Moore
DePaul Center, Room 7406, 1 East Jackson Blvd., Chicago IL
Mondays, September 15 - October 20, 2014, 6:00 - 9:00 PM
1.8 CEUs
18 Contact Hours
Required Fees: Price
Registration - $75 late fee applied to registrations received after 9/8/2014$1,195.00