Course Code: mbi
With billions of pages already on the Web and more posted online every day, getting your website noticed isn't easy. When students ask what they can do to increase traffic to their sites, they're encouraged to learn all they can about Internet marketing. In this lesson, you'll receive a brief introduction to the Internet, learn the difference between e-commerce and e-business, and explore different types of business sites on the Web.
The terms "website" and "web presence" can be used interchangeably, but there's a subtle difference. In this lesson, you'll learn how to establish a web presence. In order to do that, you'll need to understand your goals and your customers' needs and interests, accurately identify your target audience, and establish a market position that makes you stand out from the crowd. You'll go over how to do all of that in this lesson.
In this lesson, you'll discover the importance of selecting the right domain name for your site. You'll also find out how search engines work and how to use that knowledge to drive visitors to your website.
High-quality content will keep visitors at your site longer and encourage them to return more often. In this lesson, you'll learn the importance of helpful, informative, educational, entertaining, or useful content. You'll also discover how search engines use the following factors to determine ranking in response to a query—text viewable on the screen, code not viewable on the screen, and external factors.
In this lesson, you'll discover the elements that make up "The Marketing Mix"—the four Ps. You'll learn how the elements of product, price, place, and promotion relate to each other and to your target audience.
In this lesson, you'll learn how to develop a message that will cause the members of your target audience to take the action you want. You'll also become acquainted with online strategies you can use to advertise your website, products, and services.
In this lesson, you'll learn how to develop ads that inspire your target audience to take the action you want. You'll then learn how to advertise your website using search engine (PPC) advertising, banner advertising, and more.
In spite of the growing number of junk mail filling people's inboxes, email is a thriving medium, so it's important to understand how you can use email marketing to keep current customers and acquire new ones. In this lesson, you'll examine ways that you can use email to promote your business.
If you want visitors to spend more than 30 seconds on your website, you'll need to make it interesting, entertaining, and informative. The factor that causes visitors to spend more time at your site is called "stickiness." In this lesson, you'll learn about the advantages of building a sticky site and how to use content to make your website sticky.
In the previous lesson, you learned to build site stickiness through the use of content. In this lesson, you'll learn to build site stickiness through community. You'll also become acquainted with synchronous and asynchronous tools you can use to develop a community experience for your visitors.
The last element you can use to build site stickiness is commerce—in this case, e-commerce. You'll learn how to use commerce to keep visitors at your site longer and return more often. In this lesson, you'll become acquainted with technology you can use to create an online store, including online catalogs, shopping cart software, and online payment systems.
In the final lesson, you'll have the opportunity to pull together all of the information you gathered during this course to complete an Internet marketing plan. To help you do this, you'll be given an Internet marketing plan checklist and samples of the following documents: Internet marketing plan outline, a calendar, and a budget spreadsheet. You'll want to use this opportunity to complete an Internet marketing plan that you can use to promote your business.
Lisa Adams is a web development expert specializing in marketing, user experience, and e-commerce. In addition to building and maintaining hundreds of websites, Lisa has helped a wide variety of clients and students to create their own sites and modify existing ones to make them more attractive and user-friendly.
Completion of Designing Effective Websites and Creating Web Pages (or equivalent experience) is helpful but not required.
The instructional materials required for this course are included in enrollment and will be available online.
Instructor-Led: A new session of each course begins each month. Please refer to the session start dates for scheduling.
Self-Paced: You can start this course at any time your schedule permits.
Instructor-Led: Once a session starts, two lessons will be released each week, for the 6 week duration of your course. You will have access to all previously released lessons until the course ends.
Self-Paced: You have three-month access to the course. After enrolling, you can learn and complete the course at your own pace, within the allotted access period.
Instructor-Led: The interactive discussion area for each lesson automatically closes 2 weeks after each lesson is released, so you're encouraged to complete each lesson within two weeks of its release.
Self-Paced: There is no time limit to complete each lesson, other than completing all lessons before your three-month access expires.
Instructor-Led: The Final Exam will be released on the same day as the last lesson. Once the Final Exam has been released, you will have 2 weeks plus 10 days to complete the Final and finish any remaining lessons in your course. No further extensions can be provided beyond these 10 days.
Self-Paced: Because this course is self-paced, no extensions will be granted after the start of your enrollment.
Great class! I enjoyed it immensely! It was well structured and offered everything you need to start your own business on the internet. I don't think I could have found a better course anywhere else. Thanks!"
I enjoyed the class materials and discussion areas. I found the information very helpful to my work responsibilities."
I enjoyed the course a lot since I was just putting together a web site for my company and found it really helpful by explaining the process and options. The course should be marketed to Chambers of Commerce as a good resource for their members."
I enjoyed this class greatly and looked forward to each lesson. It has given me so much information in all aspects of internet marketing; I know my website will succeed. This class will prove invaluable to anyone looking to create a website for any purpose."
Pat is a great instructor! She provides clear, detailed, useful information as well as the opportunity to put it into practice. She also provides lots of helpful links to sites to build on that knowledge. She's very helpful in the discussion area too! Couldn't ask for a better instructor!"
Thanks for the great course. I really put to use a lot of the information. I have no doubt that I will refer to it again and again."
The instructor was very encouraging and her assignments were applicable to real-time efforts. I have had an online storefront for four years, and the Instructor's knowledge of current applications of Internet marketing was quite helpful."
This course is excellent. I got more information than I ever imagined. The instructor's writing style enabled me to absorb lots of material because I understood it and enjoyed it. Useful course, great instructor."
This course offered good basic information to get me started with an online marketing plan. Just what I needed!"
This course was amazing in how all this information was compiled into one place. I got way more than I expected out of this course and I am off and running to execute things I didn't know existed related to Internet Marketing. I can't wait to execute my plan, step by step."