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Western Kentucky University

Market Motive - Individual Courses

Courses Include:

Internet Marketing for Small Business: Fundamentals (8-10 Hours)

For all types and business sizes Internet marketing can be a complex and time-consuming endeavor.  For small local business, who don't typically have as many resources, it can get downright debilitating.  Fortunately for small businesses, successful Internet marketing can be achieved with surprisingly fewer resources than their big business counterparts.   With a focus on local SEO optimization, locally-targeted PPC campaigns, and Social Media reputation management, local businesses can go a long way towards increasing their online presence and recognizing revenue that didn't previously exist.

Whether you’re new to digital marketing or a seasoned professional, this course will broaden your skill set and improve your ability to deliver real value for yourself, clients, and employers. Streaming video lessons and study resources are all available online 24x7. 

Internet Marketing for Small Business: Foundations Curriculum:

  • Internet Marketing Foundations
  • Local SEO Optimization
  • Social Media Reputation Management
  • Facebook Marketing
  • Local PPC Advertising

At the conclusion of this course, you will receive a Certificate of Completion from WKU. 

Internet Marketing for Small Business: Strategies (8-10 Hours)

If you’ve already got some experience with Internet marketing, and you’re ready to bring a new level of strategy and psychology to your campaigns, this is the course for you. You’ll discover the finer points of SEO design, copywriting, and content strategy; build a plan for your Social Media outreach; and fine tune your Pay Per Click campaigns.

Whether you’re new to digital marketing or a seasoned professional, this course will broaden your skill set and improve your ability to deliver real value for yourself, clients, and employers. Streaming video lessons and study resources are all available online 24x7.

Internet Marketing for Small Business: Strategies Curriculum:

  • Search Engine Optimization (SEO)
  • Social Media Marketing
  • PPC Marketing Techniques

At the conclusion of this course, you will receive a Certificate of Completion from WKU. 

YouTube and Video Marketing (8-10 Hours)

Based on Greg Jarboe's highly respected book “YouTube and Video Marketing: An Hour A Day, 2nd Edition,” this video marketing course covers the absolute latest trends and tips. You'll learn what kind of content goes viral, why viewers connect with brands via video, and how analytics can help you understand and achieve your online marketing goals. In today's media-rich culture, leaving yourself out of the video market is leaving yourself out in the cold.

Whether you’re new to digital marketing or a seasoned professional, this course will broaden your skill set and improve your ability to deliver real value for yourself, clients, and employers. Streaming video lessons and study resources are all available online 24x7. 

YouTube and Video Marketing Curriculum:

  • Outlining Your YouTube Marketing Strategy
  • Identifying Who Discovers New Videos
  • Getting Your Videos Discovered
  • Knowing Where and When to Customize Your Channel
  • Why Are Your Videos Worth Discovering
  • How to Leverage YouTube Analytics
  • Identifying Who Shares New Videos
  • What You Can Do To Get Your New Videos Shared
  • Where And When To Explore YouTube Alternatives
  • Why Are Your Videos Worth Sharing?
  • Measuring Business Outcomes
  • Keeping Up With the Changes 

At the conclusion of this course, you will receive a Certificate of Completion from WKU.

Microblogging & Twitter (4-6 Hours)

Everybody else is Tweeting… does that mean it's right for you? Companies often jump on board the latest fad before considering whether or not it's the right tool for their business... or before they have any sort of strategy at all. In this course, Jennifer Evans Cario explains strategies, tips, best uses, and the best Twitter tools. In the end, you should have all the information you need to figure out how Twitter can be a valuable marketing tool for your business whether you're in the B2B or B2C game.

Whether you’re new to digital marketing or a seasoned professional, this course will broaden your skill set and improve your ability to deliver real value for yourself, clients, and employers. Streaming video lessons and study resources are all available online 24x7.

Microblogging & Twitter Curriculum:

  • Microblogging Overview
  • Leveraging Twitter Part 1: What is Twitter?
  • Leveraging Twitter Part 2: Why Use Twitter?
  • Leveraging Twitter Part 3: Define a Goal, Create a Strategy
  • Leveraging Twitter Part 4: Tools and Tracking

At the conclusion of this course, you will receive a Certificate of Completion from WKU.

Holiday PPC Advertising Strategies (1-2 Hours)

Holiday seasons change the behavior patterns of both retail and B2B buyers. Want to capture a larger share? Discover the keywords, ad copy, YouTube, and Web Analytics strategies that appeal the most to the unique buying cycle of the seasonal shopper.

In this special Holiday PPC course, expert marketers Brad Geddes, Bryan Eisenberg, Greg Jarboe, and Avinash Kaushik explain the psychology of holiday shopping, how to tailor your campaigns to generate more clicks & conversions, and specific methods to measure your success. You'll learn the keywords that convert best for holiday search traffic, essential strategies to maximize mobile bargain hunters, and how to build landing pages that turn motivated shoppers into appreciative customers!

Whether you’re new to digital marketing or a seasoned professional, this course will broaden your skill set and improve your ability to deliver real value for yourself, clients, and employers. Streaming video lessons and study resources are all available online 24x7.

Holiday PPC Advertising Strategies Curriculum:

  • PPC for the Holidays
  • Conversion Optimization for the Holidays
  • YouTube for the Holidays
  • BONUS: Paid Search Analytics

At the conclusion of this course, you will receive a Certificate of Completion from WKU.

KPI Analysis & Techniques (2-4 Hours)

Defining useful metrics is absolutely critical to successful analytics. Yet often times, it's difficult to know exactly which metrics are the most effective...and which ones are a waste of time. For years, analysis revolved around tracking total and unique visitors, but fortunately, things have become a great deal more sophisticated. In this short course, Avinash attacks analytics training with a comprehensive introduction to KPIs--one of the absolute cornerstones of Web Analytics analysis--giving a solid foundation from which to launch into more advanced analytics strategies.

Whether you’re new to digital marketing or a seasoned professional, this course will broaden your skill set and improve your ability to deliver real value for yourself, clients, and employers. Streaming video lessons and study resources are all available online 24x7. 

KPI Analysis & Techniques Curriculum:  

  • Key Performance Indicators Simplified Part 1
  • Key Performance Indicators Simplified Part 2
  • Unactionable KPI Analysis Techniques
  • BONUS: Understanding KPIs Through Email Marketing Analytics
  • ARTICLES: “Your Web Metrics: Super Lame or Super Awesome?”  & “Kill Useless Web Metrics: Apply the ‘Three Layers Of So What’ Test”

At the conclusion of this course, you will receive a Certificate of Completion from WKU.

Segmentation: Key to Web Analytics Success (3-4 Hours)

From time on site to referring sites to organic vs paid traffic, understanding your visitors and the way they interact with your website is crucial to optimizing your pages and ultimately, to converting those visitors into customers. Partnered with well thought out KPIs and your data analysis feeds, understanding how to segment your visitors will transform your web strategies and translate to increased conversions. In this course, follow along with analytics guru and segmentation evangelist, Avinash Kaushik, as he walks you through good data, bad data, and the importance of effective segmentation analysis.

Whether you’re new to digital marketing or a seasoned professional, this course will broaden your skill set and improve your ability to deliver real value for yourself, clients, and employers. Streaming video lessons and study resources are all available online 24x7. 

Segmentation:  Key to Web Analytics Success Curriculum: 

  • Segmentation: Introduction & Segment Types
  • Segmentation: Techniques, Nuances, & Amazing Features
  • Segmentation: Twelve Incredible Advanced Segments
  • BONUS ARTICLES: “3 Advanced Web Analytics Visitor Segments: Non-Flirts, Social, Long Tail” & “Produce Actionable Insights: Mate Custom Reports with Adv Segments”

 At the conclusion of this course, you will receive a Certificate of Completion from WKU.

Facebook Marketing (2-4 Hours)

Facebook is not just for baby pictures any more.  It has become a powerful business marketing tool.  In this course, Jennifer Evans Cario uncovers not only the social networking opportunities for individuals, but how businesses can take a simple networking application and turn it into a massive lead generation and customer communication platform. From custom landing pages to groups to apps and visitor analysis, you'll learn all the ins and outs of this versatile and far-reaching social networking application.

Whether you’re new to digital marketing or a seasoned professional, this course will broaden your skill set and improve your ability to deliver real value for yourself, clients, and employers. Streaming video lessons and study resources are all available online 24x7.

Facebook Marketing Curriculum:   

  • Understanding Facebook
  • Getting Started with Facebook
  • Understanding & Boosting Facebook’s News Feed Algorithm
  • Integrating Facebook with Other Efforts
  • Facebook Analytics

 At the conclusion of this course, you will receive a Certificate of Completion from WKU.

Display Advertising (8-10 Hours)

Display Advertising offers a variety of engaging ad types, tremendous targeting options, and robust data for driving future campaign decisions. Discover the subtle ins and outs of this powerful tool and learn if you should be using it, and how best to use it, to meet your marketing goals. From choosing the best ads for your campaigns, to cookies and remarketing campaigns, to working with third party agencies, this course offers comprehensive insight into this amazing opportunity for digital advertisers.

Whether you’re new to digital marketing or a seasoned professional, this course will broaden your skill set and improve your ability to deliver real value for yourself, clients, and employers. Streaming video lessons and study resources are all available online 24x7.

Display Advertising Curriculum:

  • Understanding the Digital Customer
  • Defining Display Advertising
  • Targeting Methods
  • Behind the Scenes of Display
  • Display Ad Optimization
  • Display Advertising Players
  • How Display Is Sold
  • Measuring Display Success

At the conclusion of this course, you will receive a Certificate of Completion from WKU.

Pinterest Marketing (2-4 Hours)

Pinterest is a powerful new marketing channel that requires serious strategy. It's a community of people predisposed to collect and share, who have defined their areas of interest, and volunteered to share. So if you can find your audience (and its influencers) and provide them with great content, they'll engage with you, and help you find more prospects. Jen breaks down Pinterest marketing into easily relatable business concepts, giving you a framework to help build your strategy. Of course, once you've integrated Pinterest into your marketing mix, you'll need to know if it's working: Jen also shows you how to set up analytics to track and evaluate your efforts, so you can see if you're headed in the right direction, and respond early and authoritatively if change is required.

Whether you’re new to digital marketing or a seasoned professional, this course will broaden your skill set and improve your ability to deliver real value for yourself, clients, and employers. Streaming video lessons and study resources are all available online 24x7. 

Pinterest Marketing Curriculum:

  • What is Pinterest
  • Getting Started with Pinterest
  • Building a Pinterest Strategy
  • Measure and Refine

At the conclusion of this course, you will receive a Certificate of Completion from WKU.

Local Search Business Marketing (2 hours) 

Local search marketing has swiftly risen to one of the more important areas of Internet marketing in which to focus. More than ever, web users are specifically searching for local business listings to find retailers, restaurants, and service providers close to their home or work. Add to it the rise in smartphones and apps that specialize in finding businesses within the proximity of the user, and it becomes increasingly important that businesses are well-optimized for local listings. In this course, Matt Bailey and Todd Malicoat outline the critical areas in which to optimize your site, as well as ways in which you can take advantage of crossover opportunities from such sites as Foursquare and Yelp to maximize your exposure even more.

Whether you’re new to digital marketing or a seasoned professional, this course will broaden your skill set and improve your ability to deliver real value for yourself, clients, and employers. Streaming video lessons and study resources are all available online 24x7. 

Local Search Business Marketing Curriculum:

  • Local Search Fundamentals
  • Local Search: Top Ranking Factors
  • Local Business Marketing: Yahoo and Bing
  • Local Business Marketing: Foursquare and Yelp

At the conclusion of this course, you will receive a Certificate of Completion from WKU.

Link-Building for SEO (2-3 hours)

Whether you’re new to digital marketing or a seasoned professional, this course will broaden your skill set and improve your ability to deliver real value for yourself, clients, and employers. Streaming video lessons and study resources are all available online 24x7.

Your site is researched, designed, and built. Now you can sit back and watch the traffic flow, right? Not so fast. As you saw in the first section, good rankings come not only from a well-designed site, but also, from the inbound links to your site. In this section, Todd illustrates how all links are not created equally as well as a good way to go about getting those links. 

Link-Building for SEO Curriculum:

  • Link-Building Basics
  • 12 Link Types
  • A Guide to Getting Links, Part 1
  • A Guide to Getting Links, Part 2
  • A Guide to Getting Links, Part 3
  • 7 Steps to Linkbaiting Success: The Linkbaiting Playbook

At the conclusion of this course, you will receive a Certificate of Completion from WKU.

Paid Social Media Advertising (3 hours)

Effective Social Media marketers are able to facilitate conversations about a particular brand or product. These conversations can sometimes start organically; however, often times paid social media advertisements are needed to spark and fuel these conversations across social channels. Whether the channel is Facebook, Twitter, or YouTube, paid social can accomplish a variety of goals including increased amplification, more engagement, or increased sales. There’s a gamut of targeting and ad types available across the various social media channels, and throughout this course Jennifer, Greg, and Jeff cover the possibilities and nuances of paid social advertising. Learn how to leverage social ads to create stronger engagement and drive business results. 

Paid Social Media Advertising Curriculum:

  • Facebook Advertising
  • Facebook Advertising for Mobile
  • YouTube Advertising
  • Twitter Advertising
At the conclusion of this course, you will receive a Certificate of Completion from WKU. 

Social Media Measurement & Analytics (1-2 hours)

Adding social media channel marketing is one thing. Understanding what's working and what isn't is something else entirely.  In this short course, Jennifer Cario and Avinash Kaushik take their own unique approaches to addressing this problem.  Whether you are a marketer or an analyst, this course will help you identify what to measure as well as specific KPIs and segments to address directly inside your analytics software. No matter your level of involvement with social media campaigns, this course offers essential information to help you determine what's working with your campaigns, what's not working, and where your efforts should be focused going forward with your social media marketing.

Paid Social Media Advertising Curriculum:

  • Social Media Measurement
  • Social Media Analytics

At the conclusion of this course, you will receive a Certificate of Completion from WKU. 

 

 

 

 

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 Last Modified 2/9/15