University Alliance - University of San Francisco

Master Certificate in Internet Marketing

Become an expert in interactive marketing — 100% online! You’ll master all aspects of this exciting field, focusing on practical applications and strategic best practices proven to maximize every marketing dollar. Whether your goal is to create an online presence, enhance an existing website or drive more traffic through multiple interactive channels, this comprehensive, end-to-end program will help you make a real impact in the virtual world.

Gain hands-on experience with today’s leading Internet marketing tools and strategies, while reaping the benefits of cutting-edge technology and 24/7 online access. Comprised of three eight-week online courses, the Master Certificate in Internet Marketing program is led by practicing real-world pros who live on the cutting edge of digital marketing. Courses include:

Integrated Online Strategies
Search Engine Marketing & Usability
Advanced Interactive Marketing & Measurement

Advanced Specialized Certificates

Once you’ve gained a thorough understanding of essential interactive marketing topics through USF’s master certificate program, you’re ready to move on to advanced tools and strategies. Learn how to convert data into profits and capitalize on the far-reaching power of social networks with two eight-week specialized courses:

Advanced Web Analytics
Advanced Social Media

Course Outlines

Integrated Online Strategies
Instructors: Jay Berkowitz, BA; Kathryn Katz, BA; Jim Kukral, BS; Gordon Montgomery, BA, MSc; Christopher S. Penn, BS, MS; Margie Schneider, BA

Master and manage the practical applications of diverse interactive marketing components — everything from websites and e-newsletters, to organic and paid search, to tracking and reporting. Whether you are new to the world of online marketing or a seasoned interactive pro, you can now sharpen your skills and enhance your expertise with Integrated Online Strategies, the first course in the master certificate program. In just eight weeks, you’ll come away with an impressive new credential from a respected university — along with knowledge and skills you can apply immediately. And you’ll do it all 100% online, further accelerating your mastery of the Internet medium!

During this course, you’ll learn how to:

Identify the foundations of Internet marketing
Master essential interactive marketing tactics and set measurable goals
Develop a working website with effective messaging and a user-friendly design
Align your interactive marketing plan with the strategic goals of the organization
Determine the key factors involved in successfully planning and executing an Internet marketing campaign

Search Engine Marketing & Usability
Instructors: Jasme Bantens, BA, MA; David Bates, BSBA, MBA, JD; Jay Berkowitz, BA; Maria Harrison, BA; Jim Kukral, BS; Joe Laratro, BBA, MCSE, MCT, CCA; Christopher S. Penn, BS, MS; Margie Schneider, BA; Ravi Seepersad, BS, MS, JD

Optimize both organic and paid search strategies to maximize web traffic, increase conversion rates and decrease the cost of customer acquisition. The second course in USF’s online Master Certificate in Internet Marketing program, Search Engine Marketing & Usability focuses on customer behavior and its implications on website design and search engine marketing. You’ll also learn how the latest rules and regulations of Internet marketing can be leveraged to protect company assets and grow customer relationships, and you’ll review the core components of the Google Advertising Professionals certification exam. By the end of this eight-week class, you’ll come away with a valuable new credential from a prestigious university — along with the AdWords knowledge to become Google-certified.

During this course, you’ll learn how to:

Analyze consumer behavior and translate your findings into effective planning strategies
Protect your brand and earn your customers’ trust by complying with Internet regulations and codes of practice
Enhance your website, attract new visitors and keep customers coming back
Optimize online content for both organic and paid search
Prepare for Google Advertising Professional certification

Advanced Interactive Marketing & Measurement
Instructors: Jay Berkowitz, BA; Maria Harrison, BA; Joe Laratro, BBA, MCSE, MCT, CCA; Christopher S. Penn, BS, MS; Margie Schneider, BA; Ravi Seepersad, BS, MS, JD

Gain the powerful, practical, real-world skills you need to become a highly proficient online marketer. In Advanced Interactive Marketing & Measurement, the capstone course to USF’s 100% online Master Certificate in Internet Marketing program, you’ll learn how to develop, implement and evolve your marketing strategy. You’ll also explore leading-edge online marketing techniques and strategic best practices that help you deliver measurable results and maximize every marketing dollar. In addition to this valuable insider advice, you’ll come away with a working knowledge of the core components of the Web Analytics Association certification test. At the end of eight weeks, you’ll be an expert in the areas of Internet marketing and measurement — and you’ll have the credentials to prove it.

During this course, you’ll learn how to:

Create winning Internet marketing presentations
Capitalize on integrated and multi-channel marketing opportunities
Identify ways to stay abreast of emerging interactive marketing strategies
Understand reputation management from both a personal and professional perspective
Prepare for Web Analytics Association certification
Master advanced online marketing strategies

Advanced Web Analytics
Instructors: Jasme Bantens, BA, MA; Joe Laratro, BBA, MCSE, MCT, CCA; Anna Talerico, BA

Interactive marketing has exploded in popularity and usage, due in large part to its measurability. Advanced Web Analytics is unique among training programs because it goes beyond the platform and empowers you to master the discipline. Not only will you learn what to measure and how to measure it, but you’ll also discover how to analyze the data and use it to optimize your website and campaigns. Accomplished web analytics professionals provide a high-level strategic view, focusing on the core concepts that will remain constant even as the tools continue to evolve. In just eight weeks, this advanced specialized certificate course will equip you with the web analytics training you need to leverage your metrics and maximize your marketing success!

During this course, you’ll learn how to:

Identify the foundations of web analytics
Master the essential elements of analytics installation, setup and troubleshooting
Align analytics and measurement with the strategic goals of your organization
Successfully plan and execute marketing and design changes
Develop valuable reports that track website and campaign performance

Advanced Social Media
Instructors: David Bates, BSBA, MBA, JD; Jay Berkowitz, BA; C.C. Chapman, BS; Jim Kukral, BS; Christopher S. Penn, BS, MS; Gaida Zirkelbach, BA, MBA, JD

Online networks are rapidly supplanting face-to-face interactions, making social media expertise an absolute necessity to succeed in today’s marketplace. Advanced Social Media provides the practical tools and strategies required to successfully leverage social networks and capitalize on their powerful word-of-mouth lift. You’ll learn how to respond to negative commentary, build your brand, and measure and monetize your efforts. Led by master social media and online marketing practitioners, this eight-week advanced specialized certificate course uses streaming video, in-depth case studies and interactive lab sessions to impart a comprehensive understanding of this critical discipline.

During this course, you’ll learn how to:

Create, manage and protect your personal or corporate brand
Build and leverage a social network to advance your career or promote your business
Monetize your social media content
Use social media to establish yourself or your company as an expert in a given field
Determine the best course of action for responding to criticism in public forums

Information in this presentation is subject to change without notice or obligation. The university reserves the right to change any provisions or requirements for degree and certificate programs. University Alliance Online® is a division of Bisk Education. ©2009 Bisk Education. All rights reserved.

Call Toll Free: 800-280-9895

Develop and enhance a revenue-generating website that draws new visitors, converts leads into sales and cultivates repeat business.

Promote your company, your clients or yourself through social media, viral video, affiliate networks, mobile media and other Internet marketing tools.

Drive more traffic to your site with advanced search engine marketing (SEM) techniques, including search engine optimization (SEO) to enhance organic search and paid search tactics that maximize promotional dollars.

Apply web analytics tools: Use tracking, reporting and testing to fine-tune your online strategy/messaging and boost conversion rates.

Adapt the best practices of successful Internet marketers for use in your own website or campaign.

Prepare for certification from Google Advertising Professionals and Web Analytics Association.

Master advanced web analytics programs and techniques that empower you to convert data into profits.

Leverage advanced social media strategies to protect your brand, expand your reach and increase your earnings.

“I found the Master Certificate in Internet Marketing program to be unparalleled in comparison to other training methods. It truly provides a comprehensive and detailed understanding of all aspects of Internet marketing. It has been a landmark and turning point in my career, and has helped me to become exceptionally skilled and remain up to date on the constant evolution of online marketing tactics. This program is indispensable to remaining competitive in today’s market.”

Madalena Phillips, New York, NY

All classes begin the 1st of each month.