Benedictine University has partnered with Market Motive to offer an Internet marketing certificate with constantly updated, hands-on instruction for today's most powerful online strategies, channels and tactics. The graduate-level online Internet Marketing Certificate program will help you master the vital marketing tools you need to create successful marketing campaigns and define your career in today's marketing environment.
The online Internet Marketing certificate is expertly designed by industry leaders to adapt as quickly as the web changes. The classes are continually updated as new digital media strategies and tools emerge. And when old tactics become outdated, they are phased out. The result: A real-time curriculum that powers your Internet marketing career right now.
The Certificate in Internet Marketing program covers timely topics such as social media and online public relations, search engine optimization (SEO), data analysis, web analytics, PPC advertising and conversion optimization. The program, comprised of five courses, is timely and relevant. Students pursuing this as a certificate program take four 4-credit-hour courses; students adding this as a Master of Business Administration (MBA) concentration complete three courses.
The program can be completed as a stand-alone certificate or as the focus of your MBA from Benedictine University. As a certificate or concentration, the program is all online—flexible, accessible online marketing education customized for you.
MBA 595 Social Media Marketing
This course focuses on the design, implementation and evaluation of an effective social media strategy that integrates messaging into blogs, video, photos, social networks and search optimized press releases. Coursework covers social media overviews, strategies for advertising campaigns, and the necessary tools and tactics to attract attention. Additional topics include viral marketing, online press releases, online reputation management and popular social media sites. Each student will also be able to develop strategy on how to design and build a well-conceived social media campaign from multiple angles.
MBA 594 Search Engine Optimization
Students learn the fundamentals and best practices of search engine optimization (SEO), including keyword research and analysis, link building, link baiting and copywriting. They will learn to incorporate best SEO practices to new and existing websites, including increasing search engine placement for keywords and composing effective, search engine-friendly copy for web pages, title tags and meta-tags.
MBA 593 Web Analytics
Coursework examines the basic framework of web analysis. Students gain proficiency at testing and leveraging analytics insight and data into useful surveys, experiments and assessments such as A/B splits and multivariate testing. KPIs, segmentation, reports, internal search analytics, surveys, experimentation and testing, and multichannel analytics are also covered.
MBA 596 Online Advertising / Paid Search
Students develop proficiency in the art and science of pay-per-click (PPC) and paid-search advertising, including Google AdWords, effective PPC landing pages, and how to launch your own campaign. The curriculum examines initial comprehensive campaign setup, campaign economics, landing pages, managing campaigns and advanced PPC concepts. Additional concepts related to this channel include landing page, design, content networks, PPC economics and third-party ad tools.
MBA 592 Conversion Optimization
This course explores how to successfully convert visitors to customers by studying customer personas, optimization techniques and methods for establishing credibility with your users. Students will become practitioners in conversion planning and structure, building momentum and engaging in dialogue as well as analysis and measurement. Students will learn how to identify opportunities to create a positive online user experience that will motivate those users to take action. Upon successful completion of this course, each student will be able to evaluate customer data and optimize website and messaging for better conversion opportunities. Marketing automation technologies and email marketing strategies are also discussed as an element of conversion.