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Internet Marketing

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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,
Improve Your          advance your career and increase your

Career Options        earning potential, enroll in one of

                      University of California, Irvine Extension’s
with a Professional
                      professional certificate programs.
Certificate
                      Convenient and affordable, UC Irvine

                      Extension makes it easy to learn on your

                      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                           Track and measure online marketing campaigns using
Essential for all marketing professionals and business           website analytical services
people, the Internet Marketing Certificate Program is            Apply Web 2.0, social media, mobile and emerging
designed to provide you with a comprehensive examina-            technologies as marketing and promotional tactics
tion of tactics and strategies across social media, mobile
marketing, online analytics, and search engine marketing        Certificate Requirements
aimed at fully leveraging the Internet for achieving business   To earn the certificate, participants must complete six (6)
goals such as acquiring, converting, and retaining online       required courses and electives totaling a minimum of five
customers.                                                      (5) units, each with a grade of “C” or better, for a minimum
Learn how to integrate new tactics and strategies with          of 160 hours of instruction. Students not pursuing the
traditional marketing tools and practices aimed at capturing    certificate program are welcome to take as many individual
new customers, building customer loyalty, providing supe-       courses as they wish.
rior customer service, developing new products, improving       All requirements must be completed within five (5) years
profitability and conducting marketing research. You will       after the student enrolls in his/her first course. Although
also understand the value of and methods for determining        interested persons who are not certificate candidates may
return on investment of Internet marketing programs as          enroll in any or all of the courses, certificate candidates
well as online visitor and buyer behavior, learn how to         should apply for the Certificate Program before completing
develop an Internet marketing strategy and plan with the        the third class in which he/she enrolls.
goal of maximizing your marketing budget.
                                                                Program Fees
Who Should Attend                                               The total cost of the program varies depending on the
                                                                electives chosen. Actual fees may differ from the estimate
This certificate program is intended for anyone interested
                                                                below. Fees are subject to change without prior notice.
in improving website performance, online marketing
campaigns, search marketing and web analytics skills.                Course Fees ($625 per course)               $5,625
This program will also interest those advancing a career             Candidacy Fee                                 $125
in marketing by clearly defining the tactics and technolo-           Textbooks* (approx. $100 per course)          $900
gies integral to planning and implementing a successful              Total Estimated Cost                        $6,650
Internet marketing strategy from an organizational per-         *Available for purchase at the UCI Bookstore
spective. While this program is not focused on technical        (www.book.uci.edu).
skills (such as developing software), it will introduce
students to the key technologies Internet Marketers use         On-Site Training
in achieving business objectives.
                                                                Through Corporate Training, we can deliver this program
                                                                or customize one that fits your organization’s specific
Program Benefits                                                needs. Visit extension.uci.edu/corporate or call (949)
 Build effective online marketing strategies for customer       824-1847 for more information.
 acquisition, conversion and retention
 Integrate key analytics and consumer browsing behavior           For more information:
 into your online marketing efforts.
                                                                  Donna Dang
 Drive more traffic to a website with search engine
 marketing (SEM) techniques, including search engine              Program Representative
 optimization (SEO) to enhance organic search and paid            (949) 824-4630
 search tactics that maximize promotional dollars                 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 and pay-per-click will be present-
duced to the broad array of interactive marketing programs          ed, enabling you to compare and contrast these strategies.
including search marketing, display advertising, email market-      Also, understand how to select the best method and create an
ing, site optimization, social media, mobile marketing, online      effective search engine marketing campaign to achieve your
analytics, and other online methods used to achieve business        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 a baseline understanding of the primary topics covered in      This course is designed to provide marketers and business
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 identifying and engaging 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 resulting from
many other online marketing investments. Learn how analytics        the expansion of the web are impacting the competitive land-
can effectively identify the most profitable paths through your     scape and business processes. Business leaders must be
Web site, determine where visitors are navigating away from         prepared to manage the accompanying fundamental cultural
the site, and assess the metrics critical to achieving successful   and process shifts. They should build cohesive strategies that
online marketing campaigns. The course will address the tech-       integrate social media into sound business practices. In this
niques and best practices for measuring and interpreting data,      applied strategy course, learn 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 strategies 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            to sales conversion.
myriad technical options to create interactive and multimedia
experiences, and complex media buying systems that allow             Mobile Marketing
advertisers to target niches and optimize performance in near        MGMT X461.46 (2 units)
real-time, the opportunities for marketers are unprecedented.        Mobile technology has already fundamentally transformed per-
Learn not only the basics of creating, planning and buying           sonal communications, but with mobile becoming ever more
effective display advertising, but also explore emerging platforms   ubiquitous, driving increased social media activity and allowing
such as social media display, mobile, and digital outdoor. You       digital communications channels to be accessible on the move,
will create media plans and experience the business side of          it is having a huge impact on how organizations, businesses and
executing media buys, as well as develop storyboards for art         brands talk to customers. A mobile strategy is now an essential
direction and performance testing. You will understand how to        part of the digital marketing toolbox. Gain a solid understand-
differentiate between ad networks and how to integrate display       ing of the mobile marketing landscape, examine the sector’s
campaigns into your overall internet strategy, as well as how        rapid evolution and consider current and future trends. Focusing
to negotiate with publishers and reduce costs. Advanced              on practical skills, cutting-edge case studies and hands-on exer-
topics will include video banners, DSPs (demand side platforms)      cises, you will leave with a thorough knowledge of the technolo-
and auction-based display buying, testing and optimization,          gies and terminology of mobile and best practice guidelines.
behavioral advertising, privacy issues, and dynamic display          You will be able to articulate the benefits and opportunities of a
ads (connected to shopping databases or other external data          mobile strategy, including determining how this fits into a multi-
sources).                                                            channel approach, achieving stakeholder buy-in and design, and
                                                                     implementing and measuring a successful campaign.
Transmedia Marketing Through Storytelling
MGMT X461.74 (1.5 units)                                             Making Money with Marketing
A good story is the key to marketing, public relations and social    MGMT X461.29 (2 units)
advocacy because it is essential to audience engagement.             This course is for marketing professionals, individuals interested
Stories and narratives provide the context that audiences need       in a marketing career, key executives, entrepreneurs, and busi-
so that information, actions and emotions have persuasive            ness owners. Marketing is directly connected to the bottom line.
impact and personal relevance. Transmedia storytelling applies       Learn how to bridge marketing and finance, utilizing analysis
the ancient art of storytelling to new media forms, bringing new     strategies to increase profitability through customer loyalty,
opportunities that dramatically impact marketing strategies and      marketing revenue generation, and value creation. This is not
brand value. Storytelling—always the power behind successful         another 4Ps of marketing course; we will move beyond market-
marketing—must be adapted to this new, interactive media             ing fundamentals, and learn how to integrate measurement
landscape. Transmedia storytelling engages audiences across          systems that quantify marketing activities in terms of revenue
media, multi-dimensionally. Critical information, back story and     and return on investment. Learn the language and tools of
details of an ongoing narrative are provided through multiple        finance to help achieve desired marketing budget allocation,
media means—such as comic books, films, television programs,         and increase marketing’s role and value in the organization.
web content, mobile content, social networks, and games—
creating a more expansive and immersive experience than tra-         Online Video Marketing
ditional marketing approaches. Examine the role and structure        MGMT X461.48 (1.5 units)
of narrative in audience engagement, and how this dynamic            Marketers are turning browsers into buyers through online video
new trend in media content development impacts consumers.            marketing in ever-increasing numbers. The future of online
You will use case studies and, upon completion of this course,       video marketing will be discussed by addressing four compo-
evaluate and develop a transmedia story-strategy for a product,      nents: compelling content, engagement interactivity, integrated
company, or campaign to take advantage of this new environ-          analytics and guaranteed audiences. These practices assist in
ment to engage and persuade.                                         delivering a more compelling and integrated brand campaign
                                                                     to build premium portfolios and pull away from the rest of the
Email Marketing                                                      industry. Learn how to apply Web-video strategies to your
MGMT X461.45 (1.5 units)                                             organization’s marketing campaigns by creating powerful video
Email marketing offers the opportunity to reach millions at a        content, which is sure to entertain, inspire and compel your
relatively low cost, and delivers the highest ROI of all direct      audience into action. Explore how to distribute content across
marketing channels. Email marketing training is essential            all channels from online ad networks, movie theaters to local
for direct marketing professionals in an agency or corporate         TV outlets. Also, learn to research, measure and optimize
marketing department, as well as small-business owners and           the content across all channels for
Internet entrepreneurs. It also contains valuable insights for       maximum performance.
copywriters, graphic designers and IT specialists who create,
                                           Advisory Committee
Jerri Lynn Hogg, Assistant Professor, Communication    Steve Kinney, Chief Executive Officer and President,
Management and Media Psychology Bay Path College       Search Optimizers
Sinan Kanatsiz, Chairman and Founder, Internet         Dana Todd, Chief Marketing Officer, Newsforce
Marketing Association, Chairman & Chief Executive      Mirna Bard, President & Social Media Consultant,
Officer, KCOMM                                         NuReach Global
Matthew Langie, Director, Product Marketing, Adobe     Pamela Rutledge, Media Psychologist, Media
Systems                                                Psychology Research Center
Tim Callen, Managing Partner, RBT Agency




Internet Marketing Certificate Program

                          extension.uci.edu/im            (949) 824-4630
                                                                                                              rev. 05.15.12
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