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					                Business and Management




              Internet Marketing
              Certificate Program




              Accelerate Your Career


              Supported by




extension.uci.edu/im
                                                              In today’s competitive business
                                                              environment, leaders are appointed
                                                              based on credentials and experience.
                                                              To stay ahead of the competition,
                                                              advance your career and increase your
Improve Your                                                  earning potential, enroll in one of
                                                              University of California, Irvine Extension’s
Career Options                                                professional certificate programs.
with a Professional                                           Convenient and affordable, UC Irvine
                                                              Extension makes it easy to learn on your
Certificate                                                   own time, in your own way. Courses are
                                                              designed to ensure you gain mastery of a
                                                              particular topic, and instructors are highly
                                                              qualified leaders in their professions.
                                                              UC Irvine Extension is the only continuing
                                                              education provider in Orange County that
                                                              represents the University of California.
                                                              A certificate bearing the UC seal signifies
                                                              a well-known, uncompromising standard
                                                              of academic excellence.


Internet Marketing Certificate Program                        Learn how to integrate new tactics and strategies with
Essential for all marketing professionals and business peo-   traditional marketing tools and practices aimed at capturing
ple, the Internet Marketing Certificate Program is designed   new customers, building customer loyalty, providing supe-
to provide you with a comprehensive examination of tac-       rior customer service, developing new products, improving
tics and strategies across social media, mobile marketing,    profitability and conducting marketing research. You will
online analytics, and search engine marketing aimed at        also understand the value of and methods for determining
fully leveraging the Internet for achieving business goals    return on investment of Internet marketing programs as
such as acquiring, converting, and retaining online cus-      well as online visitor and buyer behavior, learn how to
tomers.                                                       develop an Internet marketing strategy and plan with the
                                                              goal of maximizing your marketing budget.
Who Should Attend                                              interested persons who are not certificate candidates may
                                                               enroll in any or all of the courses, certificate candidates
This certificate program is intended for anyone interested
                                                               should apply for the Certificate Program before completing
in improving website performance, online marketing
                                                               the third class in which he/she enrolls. Please see
campaigns, search marketing and web analytics skills.
                                                               Application for Candidacy.
This program will also interest those advancing a career
in marketing by clearly defining the tactics and technolo-     After you have completed all requirements, you may
gies integral to planning and implementing a successful        request to receive your official certificate by completing
Internet marketing strategy from an organizational per-        the Request for Certificate Form and returning it to our
spective. While this program is not focused on technical       offices as noted on the form.
skills (such as developing software), it will introduce
students to the key technologies Internet Marketers use        Program Fees
in achieving business objectives.                              The total cost of the program varies depending on the
                                                               electives chosen. Actual fees may differ from the estimate
Program Benefits                                               below. Fees are subject to change without prior notice.
 Build effective online marketing strategies for customer           Course Fees ($540-$600 per course)          $5,110
 acquisition, conversion and retention                              Candidacy Fee                                 $125
 Integrate key analytics and consumer browsing behavior             Textbooks (approx. $100 per course)           $900
 into your online marketing efforts.                                Total Estimated Cost                        $6,135
 Drive more traffic to a website with search engine
                                                               On-Site Training
 marketing (SEM) techniques, including search engine
 optimization (SEO) to enhance organic search and paid         Through Corporate Training, we can deliver this program
 search tactics that maximize promotional dollars              or customize one that fits your organization’s specific
                                                               needs. Visit extension.uci.edu/corporate or call (949)
 Track and measure online marketing campaigns using
                                                               824-1847 for more information.
 website analytical services
 Apply Web 2.0, social media, mobile and emerging
                                                               Advisory Committee
 technologies as marketing and promotional tactics
                                                                Jerri Lynn Hogg, Assistant Professor, Communication
                                                                Management and Media Psychology Bay Path College
Certificate Requirements
                                                                Sinan Kanatsiz, Chairman and Founder, Internet
To earn the certificate, participants must complete six (6)
                                                                Marketing Association, Chairman & Chief Executive
required courses and electives totaling a minimum of five
                                                                Officer, KCOMM
(5) units, each with a grade of “C” or better, for a minimum
                                                                Matthew Langie, Director, Product Marketing, Adobe
of 160 hours of instruction. Students not pursuing the
                                                                Systems
certificate program are welcome to take as many individual
courses as they wish.                                           Tim Callen, Managing Partner, RBT Agency
                                                                Steve Kinney, Chief Executive Officer and President,
All requirements must be completed within five (5) years
                                                                Search Optimizers
after the student enrolls in his/her first course. Although
                                                                Dana Todd, Chief Marketing Officer, Newsforce
                                                                Mirna Bard, President & Social Media Consultant,
For more information:                                           NuReach Global
Donna Dang, program representative                              Pamela Rutledge, Media Psychologist, Media
                                                                Psychology Research Center
(949) 824-4630
donna.dang@uci.edu
Curriculum
Required Courses                                                     Planning and Developing Your Search Engine
                                                                     Marketing Strategy
Overview of Internet Marketing                                       MGMT X461.24 (1.5 units)
MGMT X461.41 (2 units)                                               Learn the technologies, techniques, and strategies required
This course is targeted at marketers and business people             to achieve high rankings on search engines and why search
seeking to gain an overview of the business value of Internet        engine marketing is one of the most cost-effective promotional
Marketing and how it can be leveraged to achieve acquisition,        strategies available. An introduction of both organic search
conversion and retention of online customers. You will be intro-     engine optimization practices as well as pay-per-click will be
duced to the broad array of interactive marketing programs           presented, enabling you to compare and contrast these strate-
including search marketing, display advertising, email market-       gies. Also, understand how to select the best method and
ing, site optimization, social media, mobile marketing, online       create an effective search engine marketing campaign to
analytics, and other online methods used to achieve business         achieve your promotional goals.
goals. This course will cover the advantages and challenges as
well as identify key differences between Internet marketing and      Site Optimization and Personalization
traditional marketing. As an introductory course, it presents you    MGMT X461.43 (2 units)
with the baseline understanding of the primary topics covered        This course is designed to provide marketers and business
in more detailed examination in the other required and elective      people an overview of methods, technologies and strategies
courses in this certificate program.                                 for improving the performance of websites and other online
                                                                     properties. Examine how effective site optimization and
Social Media and Internet Audience Profiling                         personalization programs improve the relevance of content and
MGMT X461.53 (1.5 units)                                             offers for end users that result in increased online conversions
Understand how to use the Internet and social media to create        and engagement. The course will address common obstacles
audience profiles. Through qualitative research methods and          to optimizing conversion, techniques to avoid them and will
monitoring social media demographics, you will learn to identify     introduce the primary components of an effective site optimiza-
the social media application and strategies best-suited to reach     tion program, including: A/B and multivariate testing, audience
specific targets. The course will address the techniques and best    segmentation and experience personalization via content tar-
practices for how to identify and engage your audience to ensure     geting and recommendations. You will also gain a foundational
the effectiveness of resources spent on social media public          understanding of the optimization technologies and methods
relations, branding and marketing efforts.                           that yield positive returns for businesses and create relevant
                                                                     experiences for end users.
Online Analytics and Measurement
MGMT X461.42 (2 units)                                               Developing a Social Media Strategy
Effective Internet Marketing requires effective measurement.         MGMT X461.54 (2 units)
Explore online analytics and measurement principles that             Develop a social media strategy as part of gaining a complete
are keys to fully understanding the performance of websites,         understanding of the POST (people, objectives, strategy, and
social media campaigns, mobile applications, online video, and       technology) strategy process. The market forces of the expan-
many other online marketing investments. Learn how analytics         sion of the web are impacting the competitive landscape and
can effectively identify the most profitable paths through a         business processes. Business leaders must be prepared to
Web site, determine where visitors are navigating away from          manage the accompanying fundamental cultural and process
their site and assess the critical metrics to achieving successful   shifts. They should build cohesive strategies that integrate
online marketing campaigns. The course will address the tech-        social media into sound business practices. In this applied
niques and best practices for measuring and interpreting data,       strategy course, understand how to provide a methodology to
developing analysis and effective reporting, segmenting visitor      approach and plan a social media strategy in your organization.
information for improved experiences and identifying the key         Learn how to apply technographics and social computing
performance indicators which can drive proven business ROI.          behaviors as more appropriate audience profiling techniques
                                                                     than traditional demographic profiling. You will contrast
                                                                     traditional and non-traditional strategy and communications
                                                                     practices, learn how to present a strategic methodology for
                                                                     social media, and effectively implement social media channels
                                                                     and venues for achieving business
                                                                     or brand objectives.




                         For class schedule, visit extension.uci.edu/im
Elective Courses                                                     code and send emails; database administrators who manage
                                                                     email lists; customer service reps who respond to inbound
Display Advertising                                                  emails; and analysts who evaluate results. Gain the tools needed
MGMT X461.44 (2 units)                                               to test and optimize your email campaigns; from email capture
It’s not your father’s banner advertising these days – with myriad   to sales conversion.
technical options to create interactive and multimedia experi-
ences, and complex media buying systems that allow advertis-         Mobile Marketing
ers to target niches and optimize performance in near real-time,     MGMT X461.46 (2 units)
the opportunities for marketers are unprecedented. Learn not         Mobile technology has already fundamentally transformed per-
only the basics of creating, planning and buying effective dis-      sonal communications, but with mobile becoming ever more
play advertising, but also explore emerging platforms such as        ubiquitous, driving increased social media activity and allowing
social media display, mobile, and digital outdoor. You will create   digital communications channels to be accessible on the move,
media plans and experience the business side of executing            it is having a huge impact on how organizations, businesses
media buys, as well as develop storyboards for art direction         and brands talk to customers. A mobile strategy is now an
and performance testing. You will understand how to differenti-      essential part of the digital marketing toolbox. Gain a solid
ate between ad networks and how to integrate display cam-            understanding of the mobile marketing landscape, examine the
paigns into your overall internet strategy, as well as how to        sector’s rapid evolution and consider current and future trends.
negotiate with publishers and reduce costs. Advanced topics          Focusing on practical skills, cutting-edge case studies and
will include video banners, DSPs (demand side platforms) and         hands-on exercises, you will leave with a thorough knowledge
auction-based display buying, testing and optimization, behav-       of the technologies and terminology of mobile and best practice
ioral advertising, privacy issues, and dynamic display ads (con-     guidelines, as well as be able to articulate the benefits and
nected to shopping databases or other external data sources).        opportunities of a mobile strategy and how this fits into a multi-
                                                                     channel approach, achieve stake-holder buy-in and design,
Transmedia Marketing Through Storytelling                            implement and measure a successful campaign.
MGMT X461.74 (1.5 units)
A good story is the key to marketing, public relations and social    Making Money with Marketing
advocacy because it is essential to audience engagement.             MGMT X461.27 (3 units)
Stories and narratives provide the context that audiences need       This course is for marketing professionals, individuals interested
so that information, actions and emotions have persuasive            in a marketing career, key executives, entrepreneurs, and busi-
impact and personal relevance. Transmedia storytelling applies       ness owners. Marketing should be connected directly to the
the ancient art of storytelling to new media forms, bringing new     bottom line. Learn how to bridge marketing and finance utilizing
opportunities that dramatically impact marketing strategies and      analysis strategies to increase profitability through customer
brand value. Storytelling—always the power behind successful         loyalty, marketing profitability and value creation. This is not
marketing—must be adapted to this new, interactive media             another 4 Ps of marketing course. We will move beyond market-
landscape. Transmedia storytelling engages audiences across          ing fundamentals and learn how to integrate measurement
media, multi-dimensionally. Critical information, back story and     systems that quantify marketing activities in terms of revenue and
details of an ongoing narrative are provided through multiple        return on investment. Learn the language and tools of finance to
media means—such as comic books, films, television programs,         help achieve desired marketing budget allocation and increase
web content, mobile content, social networks, and games—             marketing's role and value in the organization.
creating a more expansive and immersive experience than tra-
ditional marketing approaches. Examine the role and structure        Online Video Marketing
of narrative in audience engagement, and how this dynamic            MGMT X461.48 (1.5 units)
new trend in media content development impacts consumers.            Marketers are turning browsers into buyers through online video
You will use case studies and upon completion of this course,        marketing in ever-increasing numbers. The future of online
evaluate and develop a transmedia story-strategy for a product,      video marketing will be discussed by addressing four compo-
company, or campaign to take advantage of this new environ-          nents: compelling content, engagement interactivity, integrated
ment to engage and persuade.                                         analytics and guaranteed audiences. These practices assist in
                                                                     delivering a more compelling and integrated brand campaign
Email Marketing                                                      to build premium portfolios and pull away from the rest of the
MGMT X461.45 (1.5 units)                                             industry. Learn how to apply Web-video strategies to your
Email marketing offers the opportunity to reach millions at a        organization’s marketing campaigns by creating powerful video
relatively low cost, and delivers the highest ROI of all direct      content, which is sure to entertain, inspire and compel your
marketing channels. Email marketing training is essential            audience into action. Explore how to distribute content across
for direct marketing professionals in an agency or corporate         all channels from online ads networks, movie theaters to local
marketing department, as well as small-business owners and           TV outlets. Also, learn to research, measure and optimize the
Internet entrepreneurs. It also contains valuable insights for       content across all channels for maximum performance.
copywriters, graphic designers and IT specialists who create,
                            Internet Marketing
                            Certificate Program

                       extension.uci.edu/im   (949) 824-4630


                                                               rev. 11.10.11
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