Practical Internet Marketing Syllabus - DePaul University

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					                           PRACTICAL
INTERNET MARKETING
                                                                                          Version: 20.01
                                                                  Last Edited: Wednesday, June 13, 2012


                                                                           condor.depaul.edu/jmoore/pim/
                                                                                     cpe.depaul.edu/pim/
                                                                                    cpe.depaul.edu/opim/




INTRODUCTION TO THE PROGRAM

                    Practical Internet Marketing will prepare you to act both strategically and tactically -
                    utilizing social media tools like, blogs, microblogs (Twitter), podcasts, vodcasts, video,
                    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.
                                                                                             OVERVIEW
                                                                                             DePaul University has offered the Practical
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                                                                                             Internet Marketing Certificate Program since
                                                                                             2006. The program is available in two formats:
                                                                                             online and in-class.

                                                                                             Over six weeks, this course will explore both
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                                                                                             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.
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                                                                                             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
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                                                                                             and practice in a way that is understandable to
                                                                                             both those with a technical background as well
                                                                                             as those with a more operational background.
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                                                                                             The course will culminate in class
                                                                                             presentations
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                                                                                             Who Should Attend
                                                                                             This course is intended to demonstrate
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                                                                                             practical and low-cost techniques for small
                                                                                             businesses and individuals. Participants should
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                                                                                             have a general degree of comfort working with
                                                                                             computers, including the ability to install
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                                                                                             software, browse the Internet and perform
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                                                                                             word processing.

                                                                                             The following are just some of the audiences
                                                                                             that would benefit from this course:
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                                                                                             • Entrepreneurs
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                                                                                             • Nonprofits
                                                                                             • Small businesses
                                                                                             • Freelancers
                                                                                             • Marketing professionals
                                                                                             • Guerilla marketers
  How You Will Benefit
  Participants learn how to do the following:

   •   Plan and design an effective website      • How to use A/B testing to optimize landing    And more!
   •   Understand how search engines work and      pages
       how to implement successful search        • How to track and analyze Web usage
       engine optimization (SEO) techniques      • Design and send effective bulk personalized
   •   How to use Paid Search                      e-mail
   •   How to blog, podcast and vodcast          • Use PDFs for marketing
   •   How to market through social media        • Find low-cost stock photography
   •   Methods to monitor social media           • Create an RSS feed and use RSS to stay
   •   How to create a QR code                     abreast of trends
   •   How Augmented Reality is being used for
       marketing
SCHEDULE OF TOPICS

WEEK 1: DEFINITIONS AND PLANNING


• Introduction                               • Web 2.0                                 • Domain Name
• Definitions                                 • Software Tools                               • TLD strategy
• Internet: History / How it works                • Word Processor                          • Trademarks
     • Distributed network                        • Web Editor                              • Alternative domains
     • Victorian Internet                         • Audio Editor / Podcasting          • Hosting
     • Routing                                    • Image Manipulation                 • Intro to social media: blogs, flogs,
     • WWW                                        • FTP / SSH                            microblogging (Twitter), RSS, podcasting
     • DNS                                        • Portable Applications                and vodcasting
     • Top Level Domains                     • Basic Computer Security                 • Assignment 1
     • Who owns the Internet?                • Planning / Design
     • HTML                                  • Internet Business Models
     • Browsers                              • Testing
                                             • Paper prototyping
                                             • Card sorting

WEEK 2: SEARCH AND SEO

      • Search engines:                      • Search engine optimization (SEO):       • Paid search vs. organic search
           • How they work                       • Web copy                            • Google Adwords
           • Major players,                      • Crafting HTML                       • Assignment 2
           • Getting listed                      • Keywords
           • Site submission                     • Inbound links,
      • Directories                              • Robots.txt,
                                                 • Indexing and site maps
                                             • Landing page optimization

WEEK 3: THE SOCIAL WEB AND INNOVATION

•   Intro to Social Media Part 2             • AR (Augmented Reality)                  • Assignment 3
•   Innovation                               • Interactive Marketing
•   Second Life                              • QR Codes
•   Gaming
•   Mobile marketing



WEEK 4: ANALYTICS AND ADVERTISING

•   Analytics                                •   Internet Business Models              • Assignment 4
•   Cookies                                  •   Taxonomies
•   A/B (split) and multivariate testing     •   Internet retailing
•   KPI (Key Performance Indicators)         •   Channels and multichannel marketing
•   Research                                 •   CRM
                                             •   Advertising

WEEK 5: EMAIL, SECURITY, PRIVACY AND COPYRIGHT

• e-mail marketing: How e-mail works, best   •   Security                              • PDFs and eBooks:
  practices, text vs. HTML                   •   Captchas                                  • Best practices
• Spam                                       •   Privacy                                   • Optimization
• Consumer-Generated Content                 •   Copyright                                 • Search strategies
• Organizing                                 •   Stock photography

WEEK 6: FINAL PRESENTATIONS AND EXTRAS

• Final Presentations
• “Extras”
                                            Education
ABOUT THE
INSTRUCTOR                                  James holds a B.A. in economics and
James Moore grew up in England and          information technology from Middlesex
lived in both London and Bath before        University in England and an M.S. in
moving to Chicago in 1999. He is            telecommunications with a computer
currently employed as the Director of       science concentration from DePaul
Online Learning for DePaul University's     University.
Driehaus College of Business.
                                            James lives in Chicago with his wife,
Previously he was an instructional          daughter, and their neurotic cat.
technology consultant for DePaul ITD/
IDD, focusing on distance learning and      Classes and Courses Taught
blended learning. Before working as a
                                            James teaches MKT 595: Internet and
consultant, James was Web
                                            Interactive Marketing, the Practical
Development Manager for DePaul’s
                                            Internet Marketing Certificate Program
Lifelong Learning and Suburban
                                            and a Search Engine Optimization
Campuses. In that position he instituted
                                            (SEO) Seminar at DePaul.
an expansion in the use of the web for
marketing and communication, including      James was presented with The Kellstadt
overseeing guerilla marketing techniques    Marketing Center Distinguished
and website analysis as well as             Professional Educator Award For
introducing a 24/7 student registration     Excellence in Teaching in 2009
and payment system.
                                            	
Before moving to the U.S., he worked as
a helpdesk supervisor for the London
offices of an international financial
advisory and asset management firm. He
also volunteered as a night manager for
Radio Avalon, the radio station of the
Glastonbury Festival of the Performing
Arts.




CONTACT INFORMATION: JAMES MOORE
DePaul University
T/ +1 (312) 362-5701 E/ jmoore@depaul.edu
1 East Jackson Blvd
DPC 6317 Chicago, IL 60604

http://condor.depaul.edu/jmoore
@P_I_Marketing
Frequently Asked Questions
What is the difference between the online and in-class program?
We realize that work, travel and family commitments prevent some from coming to regularly scheduled classes in Chicago. The online
class covers the same content, but the asynchronous online format frees you from having to come to class at a set time and location.
You can study at your own pace—any hour of the day, from any place in the world with Internet access. The online course has the
same learning outcomes as the in-class counterpart but is taught week-by-week using a combination of video, text, quizzes and
online discussion. The online final presentations take place via pre-recorded video.


Are there course materials?
There are no required books for this program. Comprehensive handouts and videos can be downloaded from the course website. The
cost of these materials is included in the course fee.


Can I save the course videos?
Yes. These can be downloaded and saved as QuickTime .movs.


Is there required software?
Projects will require the use of free software. Instructions on how to download and use the software will be provided online. You may
need administrator access to install these on your computer


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 X) and a reliable (broadband) connection to the Internet. You may bring a
laptop to the in-class course 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. Most classes have about 15-20 students.


Will I have to write papers and take exams?
You will have an optional assignment each week, which will not be graded, but you will receive feedback. At the end of the course,
you will have a required class presentation. Instructions on how to create your online presentation will be provided.

Do I have to make a final presentation?
Yes. The final presentation is required to receive your certificate for the program.


How do I access the course website?
You will be given a username and password the first week of class. The course website is hosted at: http://D2L.depaul.edu


Where can I register?
• Online Program: http://cpe.depaul.edu/opim/

• In-class Program: http://cpe.depaul.edu/pim/

				
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