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MASTERS IN INTERNET MARKETING
Integrated Online Strategies I
The vanguard of marketing, sales and advertising is online. Learn the most effective web
marketing tactics, strategies and tools through the Internet Marketing concentration. This
concentration delivers continually updated instruction designed to develop your proficiency with
digital and social media.
Effective Internet marketing involves more than grafting traditional marketing techniques onto
the web. In this concentration, you’ll get an overview of marketing campaigns in the digital
realm, with additional emphasis on search engine optimization, marketing automation and
emerging technologies.
Masters Course: 50 Credits
1 Credit Hour: 16 Hours
Duration: 2 Years
1st Year/ First Semester
Course Name: Internet Marketing Overview
Course Code: GWO101
Credit Hours: 3

Fundamentals of internet marketing

History of internet marketing

The internet marketing Model

Key subject matter areas of internet marketing
Course Name: Internet Marketing Strategy
Course Code: GWO102
Credit Hours: 3

Digital marketing mix and strategy

Unique value propositions and calls to action

Target audience identification

Common internet market tools
Course Name: The Role of the Website
Course Code: GWO103
Credit Hours: 2

Websites features and placement

Requirements for effective writing

Search engine compatibility

Successful website strategies
Course Name: Planning and Building a Web Presence
Course Code: GWO104
Credit Hours: 3

Creating a website and blog

Social media marketing opportunities

Assessing affiliate offers

How to run google experiments
Course Name: Campaign Planning Process
Course Code: GWO105
Credit Hours: 2

Metrics, KPIs and success factors

Launching and measuring online campaigns

Sales funnels

Methods of campaign tracking

Advanced strategies and tactics
1st Year/ Second Semester
Course Name: Strategic Search Engine Marketing
Course Code: GWO106
Credit Hours: 4

Best practices of search engine optimization
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Optimizing pay per click campaign

Ways to avoid click fraud
Course Name: Analytics and Testing’s
Course Code: GWO107
Credit Hours: 4

History of Analytics
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Typing results to gold
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Implementing A/B and other method
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Creating reports
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Determining trends, outcomes and new trends
Course Name: Growing your brand and business
Course Code: GWO108
Credit Hours: 4

Elements of a social media policy

Benefits of crowd sourcing and crowd funding

Content Calendars

SoLoMo (Social, Local, Mobile)
Integrated Online Strategies II
2nd Year/ Third Semester
Course Name: Integrated Campaigns and Multi-Channel Marketing
Course Code: GWO109
Credit Hours: 4

The four pillars of online marketing success

Know thyself- product, place, and price

Determine your target market
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Conduct and interpret research

Set goals and budgets
Course Name: Creative Development
Course Code: GWO110
Credit Hours: 3

Plan and develop creative

Implement key principles of design
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Create effective messaging
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Principles of winning visuals ads and graphics

Adding components to a website

The importance of testing creative
Course Name: Effective Marketing Presentations and Agency Relationships
Course Code: GWO111
Credit Hours: 3

Develop an interactive creative strategy
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Develop and evaluate creative

Present key metrics
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Present to key Stakeholders
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Select an agency and manage agency relationship
Course Name: Media Planning and Buying
Course Code: GWO112
Credit Hours: 3

Where to allocate advertising dollars
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Key terms, definitions and concepts

Build your media plan
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Set goals in media buying
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Buy traditional and digital media
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Develop media plan and flowcharts
2nd Year/ Fourth Semester
Course Name: Content marketing
Course Code: GWO113
Credit Hours: 3

Develop and manage a content marketing strategy
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Build a content calendar with valuable content
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Distribute your clients
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Measure your content
Course Name: Advanced Strategies
Course Code: GWO114
Credit Hours: 3

Assess mobile apps
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Generate retargeting campaigns
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Improve brand positioning
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Benchmark the competition
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Improve website usability
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Create audience engagement
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Produce a podcast
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Advertise on social media
Course Name: MoreAdvanced Strategies
Course Code: GWO115
Credit Hours: 3

Tap in the power of user-generated content
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Apply LinkedIn, Pinterest and Instagram marketing
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Use B2B marketing strategies
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Identify tools for self-publishing
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Market through influencers

Build true fans
Course Name: Trending in Digital Markets
Course Code: GWO116
Credit Hours: 3

Gamification

The internet of things
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Augmented reality
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Big data
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Personalization
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Mobile payments
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Visual content
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Brands as media companies
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Multi- screen experiments
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Real time media buying

Social business

Post-PC world