You may register online below, or for further assistance please email ce@greenriver.edu or call 253-333-6030.
Utilizing effective eMarketing techniques is essential for today’s businesses. In this online certificate program, learn how to improve email promotions and analyze email response rates; boost and analyze your website traffic; use search engine optimization to improve visibility; and successfully employ online advertising. This program is relevant for any type of organization, including businesses, non-profits, and government agencies.
THE PROGRAM
The Digital Marketing Certificate is offered through our partner, Learning Resources Network, Inc. (aka UGotClass). It is composed of three, month-long courses:
1. Improving Email Promotions – 1 month
Why email marketing
- Targeting promotions in the Internet Age
- Return on Investment (ROI) for email promotions
- The importance of permission marketing, relevant content, and opt-out options
- Integrating email promotion with other kinds of marketing
How email works
- How commercial email vendors function
- Analyzing Open, click through and conversion rates
- Cleaning and updating email lists
- How HTML and text emails differ
Writing email copy
- Writing a good subject line
- Writing email body copy
- Writing response and action copy
- Design and formatting email promotions
Testing and tracking emails
- Frequency and best times to email
- How to test different emails
- Following up on inquiries
- Creating a one-year email marketing plan
2. Boosting Your Website Traffic – 1 month
Why web site analysis works
- Why web site managers analyze their visitor traffic
- Creating goals and objectives for your web site
- Understanding the web site visitor experience
- How data analysis can improve web site outcomes
How Google Analytics functions
- Setting up Google Analytics accounts
- Analyzing traffic sources and visitor traffic
- Redesigning pages to improve retention
- Testing web site versions with Google Optimizer
Search Engine Optimization
- Understanding how page ranking and positions are determined
- Redesigning the title bar, alt tags, heading area, and links your URL
- Keyword density and rewriting web page copy
- Strategies to improve your page rank
Moving to Web 2.0
- Generation Y and the Web 2.0 Attitude
- Developing user-created content
- Creating interactive web sites
- The future of web sites
3. Online Advertising – 1 month
The evolution of online advertising
- From mass marketing to targeted marketing
- The role of search in online advertising
- Return on investment for online advertising
- Competing effectively with online advertising
Creating Google AdWord Campaigns
- Determining keywords
- Selecting your AdWord territory
- Understanding pricing strategies
- Creating an AdWord budget and evaluation
Improving Online Advertising Results
- How SEO and online advertising complement each other
- Testing keywords and related keywords
- Using Traffic Estimator to improve keyword selection
- Successful strategies in using online advertising
Facebook Ads
- Understanding Facebook uses and users
- Using demographics to target Facebook Ads
- Setting up Facebook Ads
- Trends and future of online advertising
HOW IT WORKS
An invitation into the online classroom will be emailed to you the Wednesday before the class begins. The subject of the email invitation will be "Lern – Classroom Invitation". Please click to accept the invitation, and from there you will create a password and will be able to access the classroom. If you haven't received an invitation by the Thursday before the course begins, please forward your confirmation email to info@ugotclass.org, and a staff member will resend your invitation.
Once inside the online classroom, here's what you can expect:
Participate When You Want
The online classroom is open 24 hours a day, seven days a week. There are no live real-time requirements or meetings. For the best learning, participants should log into the course on 2-3 different days of the week.
What You Will Do
Each course is composed of several units. For each unit, you will:
- Access the online readings
- Listen to the audio presentation for the unit and view the slides
- Take a self-quiz to see how much you have learned
- Engage in written online discussion with your instructor and other participants
The content (readings, audio lectures, slides) and self-quizzes are accessible for the entire course, so you can work ahead, or go back and review again, at your convenience.
Discussion
The discussion for each unit lasts one week. All comments are made in writing and can be made at any time, day or night. Your instructor will log into the discussion area at least once a day and answer questions, make comments, and respond to comments by you and the other participants. We encourage you to make 2-3 comments each day to maximize your learning and enjoyment of the course.
COMPLETION REQUIREMENTS
1. Make at least one comment every week in the discussion.
- The comment should show thought and be more substantive than just “Yes, I agree.” There is no length required for comments.
- Replies to other comments and responses to other participants count as comments (in most cases your instructor values replies and responses as comments).
- Questions and online discussion facilitative comments also count as long as there is some thought to them.
2. Take the self-quiz at the end of every unit.
- You must score 80% or higher.
- You may retake any self-quiz as often as you need to get to the 80% score.
Completion Timeline
RECOGNITION
A pdf Certificate of Completion is issued by Learning Resources Network, Inc. and will list Green River College as its partner organization.
HELP
Once the program has started, please direct all questions to info@ugotclass.org
- The requirements should be completed by the last day of the course.
- Individual instructors may extend the deadline upon request.
- If, for any reason, you are not able to complete the requirements during the course, UGotClass will provide you with their Course Transfer Option. The course Transfer Option allows you to retake any or all of the same UGotClass online course at a future offering within the next 12 months at no extra cost.
