Internet Marketing Certificate Program - Business and Management - Accelerate Your Career
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InternetMktgBro 8/21/14 5:38 PM Page 3
Business and Management
Internet Marketing
Certificate
Program
Accelerate Your Career
extension.uci.edu/im
InternetMktgBro 8/21/14 5:38 PM Page 4
University of California, Irvine
Extension’s professional certificate
and specialized studies programs
help you increase or enhance your
Improve Your current skills, or prepare for a new
Career Options career. Courses are highly practical, and
instructors are qualified leaders in their
with a Professional
field. Convenient online and evening
Certificate courses make it easy to learn on your
own time, in your own way. A certificate
bearing the UC seal signifies a well-
known, uncompromising standard of
excellence.
Internet Marketing Certificate Program
Essential for all marketing professionals and business
people, the Internet Marketing Certificate Program is
designed to provide you with a comprehensive examination
of tactics and strategies across social media, mobile
marketing, online analytics, and search engine marketing
aimed at fully leveraging the Internet for achieving business
goals such as acquiring, converting, and retaining online
customers.
InternetMktgBro 8/21/14 5:38 PM Page 1
Learn how to integrate new tactics and strategies with Certificate Requirements
traditional marketing tools and practices aimed at capturing To earn the Internet Marketing Certificate, participants
new customers, building customer loyalty, providing must complete six (6) required courses and a minimum
superior customer service, developing new products, of five (5) units of elective courses, for a total of sixteen
improving profitability and conducting marketing research. (16) units or 160 hours of instruction with a grade of “C”
Study the value of—and methods for—determining the or better. Those pursuing the certificate must submit a
return on investment of Internet marketing programs, Declaration of Candidacy. To receive the certificate after
as well as online visitor and buyer behavior. Discover completing all program requirements, students must
Internet marketing strategies and develop plans with submit a Request for Certificate. All requirements must
the goal of maximizing your marketing budget. be completed within five (5) years after the student enrolls
in his/her first course. Students not pursuing the certificate
Who Should Attend program are welcome to take as many individual courses
This certificate program is intended for professionals as they wish.
tasked with improving website performance, online
marketing campaigns, search marketing and web analytics Program Fees
skills. This program will also interest those advancing a The total cost of the program varies depending on the
career in marketing by clearly defining the tactics and electives chosen. Actual fees may differ from the estimates
technologies integral to planning and implementing a below. Fees are subject to change without prior notice.
successful Internet marketing strategy from an organiza- Course Fees $625 per course
tional perspective. While this program is not focused Candidacy Fee $125
on technical skills (such as developing software), it will Textbooks* $900
introduce students to the key technologies Internet *Available for purchase at The Hill (www.book.uci.edu).
Marketers use to achieve business objectives.
On-Site Training
Program Benefits Extension’s Corporate Training specialists can deliver this
Build effective online marketing strategies for customer program or customize one that fits your organization’s
acquisition, conversion and retention specific needs. Visit extension.uci.edu/corporate or call
Integrate key analytics and consumer browsing behavior (949) 824-1847 for more information.
into your online marketing efforts
Drive more traffic to a website with search engine
marketing (SEM) techniques, including search engine
optimization (SEO) to enhance organic search and paid
search tactics that maximize promotional dollars
Track and measure online marketing campaigns using
website analytical services
For more information:
Apply Web 2.0, social media, mobile and emerging
technologies as marketing and promotional tactics Melissa Allison,
Program Representative
(949) 824-9796
melissa.allison@uci.eduInternetMktgBro 9/3/14 12:53 PM Page 5
Curriculum
Required Courses (6) 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
Gain an overview of the business value of internet required to achieve high rankings on search engines, and
marketing and how it can be leveraged to achieve why search engine marketing is one of the most cost-
acquisition, conversion and retention of online customers. effective promotional strategies available. Compare and
Examine the broad array of interactive marketing strate- contrast organic search engine optimization practices with
gies including search marketing, display advertising, pay-per-click strategies. Examine how to select the best
email marketing, website optimization, social media, methods, and create an effective search engine marketing
mobile marketing, online analytics, and other online campaign to achieve promotional goals.
methods used to achieve business goals. Advantages,
challenges, and key differences between internet and Website Optimization and Personalization
traditional marketing will also be explored. MGMT X461.43 (2 units)
Gain an overview of methods, technologies and strategies
Social Media and Internet Audience Profiling
for improving the performance of websites and other
MGMT X461.53 (1.5 units)
online properties. Explore how effective site optimization
Examine qualitative research methods to monitor social and personalization programs improve the relevance of
media demographics, and learn to identify the social content and increased online engagement to yield positive
media applications and strategies best-suited for reaching returns. Learn techniques to avoid common obstacles to
specific targets. Explore the techniques and best practices optimizing conversion, as well as the primary components
for identifying and engaging your audience to ensure the of an effective site optimization program including: A/B
effectiveness of resources spent on social media, public and multivariate testing, audience segmentation and
relations, branding and marketing efforts. experience personalization via content targeting and
recommendations.
Online Analytics and Measurement
MGMT X461.42 (2 units) Developing a Social Media Strategy
Explore key online analytics and measurement principles MGMT X461.54 (2 units)
for understanding the performance of websites, social Develop a social media strategy and gain a complete
media campaigns, mobile applications, online video, and understanding of the POST (people, objectives, strategy,
other online marketing investments. Learn how analytics and technology) process. Learn effective audience
can help effectively identify the most profitable paths for profiling techniques using technographics and social
websites by observing user behavior, and assess the computing behaviors. Explore cohesive strategies that
metrics critical to achieving successful campaigns. Study integrate social media into sound business practices and
techniques and best practices for measuring and inter- methodologies for implementing social media channels to
preting data, developing analysis and effective reporting, achieve organizational business and brand objectives.
segmenting visitor information for improved experiences,
and identifying the key performance indicators which can
drive proven business return on investment.
For class schedule: extension.uci.edu/imInternetMktgBro 8/21/14 5:38 PM Page 6
Elective Courses current and future trends. Explore the technologies and
(Choose a Minimum of 5 Units) terminology of mobile, as well as practical skills and best
practices for usage. Articulate the benefits and opportuni-
Display Advertising ties of a mobile strategy, including determining how it fits
MGMT X461.44 (2 units) into a multichannel approach, achieving stakeholder buy-in
Learn to create, plan, and buy effective display advertising. and design, and implementing and measuring a successful
Explore how to use social media, mobile, and digital campaign.
outdoor displays to effectively create media plans and
Online Video Marketing
develop storyboards for art direction and performance
testing. Ad networks, video banners, demand side plat- MGMT X461.48 (1.5 units)
forms, auction-based displays, testing and optimization, Explore the future of online video marketing, addressing
behavioral advertising, privacy issues, and dynamic four components: compelling content, engagement inter-
display ads will also be explored. activity, integrated analytics and guaranteed audiences.
Learn to apply Web-video strategies to an organization’s
Transmedia Marketing Through Storytelling marketing campaigns by creating powerful video content
MGMT X461.74 (1.5 units) that will entertain, inspire and compel viewers toward action.
Explore how a good story is essential to audience Examine how to research and measure to appropriately
engagement and key to marketing, public relations and distribute content across all channels from online ad
social advocacy. Apply the ancient art of storytelling to networks and movie theaters to local TV outlets, optimizing
new media forms, creating a new format that dramatically maximum performance.
impacts marketing strategies and brand value. Develop a
Agile Marketing
more expansive and immersive experience than traditional
marketing approaches, examining the role and structure MGMT X461.77 (1.5 units)
of narrative in audience engagement that impacts Learn the basic principles of Agile Marketing, which
consumers. Review case studies and evaluate and develop combine direct marketing and agile software develop-
a transmedia story-strategy for a product, company, or ment. Examine how offline direct marketing is infused with
campaign that will engage and persuade. digital practices in obtaining feedback to allow for timely
changes in marketing messages. Receive guidance
Email Marketing toward overcoming organizational resistance and gaining
MGMT X461.45 (1.5 units) adequate support.
Explore how email marketing can be used to reach millions
Content Marketing
of consumers at a relatively low cost, and deliver the
highest return on investment of all direct marketing MGMT X461.78 (1.5 units)
channels. Gain the tools needed to test and optimize your Gain the knowledge and skills needed to design, develop,
email campaigns from email capture to sales conversion, promote and manage profitable digital, mobile and social
including developing and managing email lists, implement- content marketing campaigns. Learn how to create com-
ing appropriate metrics to measure effectiveness, and pelling and engaging content to support the customer
analytic methods to support iterative improvement. through the buyer’s journey through the lifecycle.
Designed for product managers, digital marketers, social
Mobile Marketing media strategists and business leaders who wish to
MGMT X461.46 (2 units) increase revenue, retention rates and marketing return
Gain a solid understanding of the mobile marketing land- on investment.
scape, examine the sector’s rapid evolution, and considerInternetMktgBro 8/21/14 5:38 PM Page 2
Advisory Committee
Mirna Bard, President & Social Media Consultant, Steve Kinney, Chief Executive Officer and President,
NuReach Global Search Optimizers
Tim Callen, Managing Partner, RBT Agency Matthew Langie, Director, Product Marketing, Adobe
Jerri Lynn Hogg, Assistant Professor, Communication Systems
Management and Media Psychology, Bay Path College Pamela Rutledge, Media Psychologist, Media
Psychology Research Center
Internet Marketing
Certificate Program
melissa.allison@uci.edu (949) 824-9796
09.03.14
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