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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 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 Typing results to gold Implementing A/B and other method Creating reports 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 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 Create effective messaging 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 Develop and evaluate creative Present key metrics Present to key Stakeholders Select an agency and manage agency relationship Course Name: Media Planning and Buying Course Code: GWO112 Credit Hours: 3 Where to allocate advertising dollars Key terms, definitions and concepts Build your media plan Set goals in media buying Buy traditional and digital media 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 Build a content calendar with valuable content Distribute your clients Measure your content Course Name: Advanced Strategies Course Code: GWO114 Credit Hours: 3 Assess mobile apps Generate retargeting campaigns Improve brand positioning Benchmark the competition Improve website usability Create audience engagement Produce a podcast Advertise on social media Course Name: MoreAdvanced Strategies Course Code: GWO115 Credit Hours: 3 Tap in the power of user-generated content Apply LinkedIn, Pinterest and Instagram marketing Use B2B marketing strategies Identify tools for self-publishing Market through influencers Build true fans Course Name: Trending in Digital Markets Course Code: GWO116 Credit Hours: 3 Gamification The internet of things Augmented reality Big data Personalization Mobile payments Visual content Brands as media companies Multi- screen experiments Real time media buying Social business Post-PC world