This course presents the use of online social networking as a business strategy designed to increase customer loyalty and inquiry conversion. Students will study major social media channels and marketing campaign techniques, and evaluate contemporary and emerging tools in the digital marketplace including social bookmarking and techniques to drive social media traffic.
Web Analytics and Reporting
Students are introduced to the systematic collection, analysis, and use of website performance and visitor behavior data. Web metrics are used to determine how a website is performing from the customer’s and the business’ perspective. Students define appropriate metrics for a website, select appropriate data and collection technology to measure the metric, interpret the data and make recommendations for improvement.
Search Engine Optimization
The course introduces concepts and strategies for successful search engine optimization (SEO). Students examine different kinds of searches including image searches, local searches, and industry-specific vertical search engines. Topics include: link building, site structure improvements, conversation tracking and keyword strategic development.
Advanced Web Marketing
Students explore new technologies and theories surrounding product marketing on the internet. Current concepts such as search engine optimization, blogging, podcasting, P2P, and viral marketing are covered. The student examines current trends in web marketing and learns to apply them in practice.
Internet conversion optimization strategies, Calls-to-Action (CTA) and nurturing marketing campaigns will be examined in this course. Students will explore creating, directing, testing, and managing CTAs, and landing pages that deliver inquiries which maximize conversion rates and sales.