DETAILS

Are you struggling to make the transition from print to digital sales? With advertising budgets going increasingly online and mobile, this course will teach you the skills you need to stay ahead of the game. Learn the fundamentals of digital sales, including how ads are delivered and priced and how performance is tracked. You will develop a deeper understanding of industry terminology, standards, and trends. You’ll be able to craft competitive digital proposals and successfully manage their delivery.

In this class, you will learn how to:

• Create and sell competitive digital proposals
• Understand industry terminology, standards, and trends
• Analyze and measure the performance of ad campaigns
• Understand the client POV to create effective proposals
• Manage research and creative for digital ad campaigns

By the end of class, you will have:
A framework in place for selling digital ad campaigns.

The online classroom has several components:

• Lessons: Learn new skills through video-based lessons
• Discussion: Join a weekly live, interactive discussion via IM and video
• Assignments: Complete homework and receive instructor feedback
• Forums: Exchange resources, meet peers, and ask your instructor questions

CERTIFICATE Use this course to earn a certificate in Digital Project Management and Social Media Marketing.

DETAILS

The words project management are cropping up on job listings, as companies need dedicated overseers to keep complex projects on track. Knowing the skills and processes that successful project managers use can help you get your next job or move ahead in your current role.

In this course, you'll learn how to successfully manage an existing project or new product launch from conception to completion. We will cover the creative, analytical, and organizational skills you need to connect the dots between different departments and keep projects on task.

In this class, you will learn how to:

• Understand the roles and responsibilities of a project manager
• Oversee new product development from conception to execution
• Create specs, wireframes, and other key project management documents
• Collect feedback and implement improvements based on analytics, beta and A/B testing, and focus groups
• Manage an existing product or project

By the end of class, you will have:
Hands-on experience creating project management documents using Microsoft Project and Visio, and an understanding of best practices used to manage new or existing digital projects.

CERTIFICATE Use this course to earn a certificate in Digital Marketing. 

DETAILS

With the proliferation of smart mobile devices, marketers have more access to consumers than ever.

In this course, you'll learn how to conceive, implement, and manage a mobile marketing strategy. We'll examine the growth of the mobile marketplace, from text messages to apps to the rise of HTML5 as the next web standard. We'll also cover how to use analytics to determine where to focus your mobile efforts to maximize engagement with your branded content.
 
In this class, you will learn how to:

• Optimize content and email marketing efforts for mobile devices
• Use analytics to determine where to focus mobile efforts
• Understand the anatomy of a mobile landing page
• Know when to use text message (SMS) and multimedia message (MMS) campaigns
• Audit a multi-faceted mobile strategy

By the end of class, you will have:
A thorough understanding of mobile marketing and a campaign strategy.

DETAILS

This class will teach you how to create and edit entire pages in Adobe InDesign, the industry-standard page layout program for magazines, newspapers, and print content publishers.

Through lessons and assignments, you'll gain hands-on experience and practice. Weekly discussions include live video presentations and demos through our webcast platform. After this class, you'll be able to confidently add "skilled in Adobe InDesign" to your resume.

In this class, you will learn how to:

• Use the toolbar and palettes
• Create and edit style sheets
• Import images, add colors, and change colors
• Change and edit the built-in spell check
• Customize your hyphenations

By the end of class, you will have:
Knowledge of Adobe InDesign for editing projects.

You will need access to Adobe InDesign software to complete assignments. You can download a free 30-day trial version of the Adobe InDesign CS5 at adobe.com. Students can complete assignments using any version of InDesign.

CERTIFICATE Use this course to earn a certificate in Digital Journalism.

DETAILS

You’ve mastered writing and editing for publications. But can you crop and resize photos, navigate a content management system, or understand what makes a great user experience?

Thanks to improvements in computer software and content management systems, you don’t have to be a web developer or tech person to create dynamic digital content. Through assignments and discussions, you will learn how to think past the written word and create content that is multi-dimensional and editorially relevant, uses the web to its full potential, create stories that have social media campaigns built in, and increases your value as an employee.

In this class, you will learn how to:

• Navigate and create content in a basic Content Management System, such as WordPress
• Crop, resize, and optimize photos, create graphics, and enhance static text through basic HTML/CSS
• Understand what makes a user-friendly website and how to create UGC contests that maximize and enhance your social presence
• Know which web technologies to follow and which to ignore
• Measure effectiveness and revenue potential through traffic and user engagement analytics

By the end of class, you will have:
A thorough understanding of how to conceptualize, articulate, and execute digital content that enhances your site’s editorial mission and is technologically sound.

The online classroom has several components:

• Lessons: Learn new skills through video-based lessons
• Discussion: Join a weekly live, interactive discussion via IM and video
• Assignments: Complete homework and receive instructor feedback
• Forums: Exchange resources, meet peers, and ask your instructor questions

DETAILS

Learn how to write a video script and light, shoot, and edit your footage. We'll also show you how to broadcast your brand content or creative project on video-sharing sites like YouTube and Vimeo. 

We'll explore examples of engaging online video, discuss the cameras and microphones you'll need, and teach you the basics of shooting, editing, and distributing your content.

In this class, you will learn how to:

• Integrate video into your content plan 
• Draft and edit video scripts 
• Light, record, and shoot video for the web
• Select the software programs you need to know
• Post and tag your entries on YouTube and Vimeo to attract new viewers

By the end of class, you will have:
A video posted to YouTube or Vimeo and the skills to complete new projects going forward.

Students will need their own consumer-grade cameras to complete the assignments for this class. 

DETAILS

• Lessons: Learn new skills through video-based lessons
• Discussions: Join a weekly live, interactive discussion via IM and video
• Assignments: Complete homework and receive instructor feedback
• Forums: Exchange resources, meet peers, and ask your instructor questions

DETAILS

The advertising landscape is changing, with new opportunities to run ads online in addition to traditional print, television, and out of home campaigns. But the process for selling digital ads is different, and to land clients you'll need to know how to approach them and convince them to use some of their ad budgets online. From knowing who to reach out to, what to include in a proposal, and how to close the deal, this webcast will take you through the digital ad sales process.

You'll learn how to:

• Navigate a corporate and agency org chart
• Understand the role of the media buying/planning agency, the CMO, and niche positions
• When and why to go to the client directly
• Break down a brand portfolio like P&G or Ford Motor 
• Stay ahead of the planning cycle
• Understand the process of selection on the agency and client side

How this works:

• You'll participate in a live video discussion with an expert speaker who will provide insights, case studies, and real-world examples of strategies that have worked
• You'll have the chance to ask questions and get advice from the speaker in real time
• You'll receive a copy of the speaker's presentation slides and access to a recording of the presentation
• If you can't make it to the live presentation, you can watch the recording for one week after the live broadcast.

DETAILS

Learn how to write video scripts and story outlines, shoot and edit it, and broadcast your work on video-sharing sites like YouTube.com. We'll explore excellent examples of online video, discuss the cameras and microphones you'll need, and teach you to shoot, edit, and encode.

In this class, you will learn how to:

• Improve content with video
• Understand which programs you need to know
• Tag your entries to attract new viewers
• Know which formulas you can count on to work for this medium
• Develop a style that keeps viewers coming back for more

By the end of class, you will have:
The skills to shoot, edit and encode video for the web. You will get hands-on experience with a Canon HDV camera, a walkthrough of Final Cut, and skills in shooting and editing.

Note: Equipment will be provided. Students do not need to own cameras.

DETAILS

You don't need a tech degree to write about the industry. In fact, this  fast-growing beat seeks out people with a journalism background. From sites including TechCrunch, CNET, Gizmodo, Wired, Engadget, and Mashable,  there's a multitidude of opportunities for both new writers and seasoned journalists. In this course, you’ll work with a tech journalism pro to learn the key elements that make up compelling trend pieces, profiles, and gadget reviews. By the end of this course, you'll have tech stories ready to be published in tech news outlets.

In this class, you will learn how to:

• Find and develop sources for your articles
• Research and track emerging trends in tech
• Reach out to companies to get on distribution lists
• Write trend, profile, and gadget review pieces
• Pitch print and online outlets to get published

By the end of class, you will have:
At least two articles ready to be published in to tech news outlets.

The online classroom has several components:

• Lessons: Learn new skills through video-based lessons
• Discussion: Join a weekly live, interactive discussion via IM and video
• Assignments: Complete homework and receive instructor feedback
• Forums: Exchange resources, meet peers, and ask your instructor questions

CERTIFICATE Use this course to earn a certificate in Copy Editing, Digital Journalism, and Ad Copywriting.

DETAILS

Thanks to Facebook, Twitter, and blogs, almost anyone can publish content online. The trick is getting people to read what you write -- and pay you for doing it.

This course will show you how to write, edit, and produce engaging online content.

We'll discuss how to thrive in a high-tech medium with the editorial skills you already have. We’ll highlight the main differences between writing and editing for the Web versus print. We'll also talk about the trends in online journalism and what they mean for professional writers and editors.

In this class, you will learn how to:

• Understand the basics of usability including rules to follow when creating your site
• Navigate your blog presence
• Use message boards, social networks, and online communities to find sources
• Come up with interactive elements for your Web content
• Understand emerging trends, including online video, social networking, and microblogging

By the end of class, you will have:
The skills to write engaging Web content that connects with readers and expands your audience. Students will also have the opportunity to get a clip published on About.com.

CERTIFICATE Use this course to earn a certificate in Digital Marketing, Ad Copywriting, Digital Journalism, and Digital Project Management.

DETAILS

Remember when people cared about website hits? Now that that's over, we can focus on tracking the website metrics that can drive sales, engagement, and traffic.

In this class, we'll cover the plethora of web analytics data available today, and how you can use those metrics to build a multifaceted digital strategy for your brand or business. Through weekly assignments using Google Analytics, you'll learn what to look for in analytics reports, what the data means, and how you can use your findings to improve your online initiatives.

In this class, you will learn how to:

• Read an analytics dashboard
• Gather information about your site visitors from analytics data
• Identify your best performing Internet marketing channel
• Understand your lead generation or sales funnel
• Know what drives conversion to improve results

By the end of class, you will have:
The ability to analyze your data and a firm understanding of its impact on your business.

Note: We recommend students have access to Google Analytics to get the most from assignments. Email us with questions.

CERTIFICATE Use this course to earn a certificate in Digital Marketing.

DETAILS

In order to run a successful online marketing campaign, you need to understand how to conceive, structure, and measure your efforts across several different outlets -- from landing pages to social media to mobile. In this course, you'll learn how to create an online marketing strategy, identify the appropriate distribution platforms, and use the Web to successfully deliver your message.

We’ll review the fundamentals of online marketing including search engine marketing, keyword optimization, targeted display advertising, and mobile outreach. You'll develop the key components of a successful online marketing campaign while learning how to create display ads, distribute email newsletters, and develop a social media marketing strategy. We’ll also discuss how to measure ROI and track the effectiveness of your campaign.

In this class, you will learn how to:

• Apply the four pillars of marketing to an online campaign
• Use paid search and search engine marketing
• Create successful display ads and track ROI on landing pages
• Launch successful email marketing campaign
• Identify the appropriate social media and mobile applications for your marketing strategy

By the end of class, you will have:
An understanding of best practices to launch an interactive marketing campaign and how to use online channels to achieve measurable results.

DETAILS

An effective content strategist is part editor, part marketer, part business analyst. When you understand content strategy, you can build a revenue model that sustains a digital media business. 
 
This course will help you define and expand your content business by using audience data to drive creative decisions. You'll create a strategy that considers brand identity, audience habits, cultural trends, and revenue initiatives.   
 
In class, you'll learn how to:

• Create editorial content that aligns with the overall business goals
• Develop a content distribution strategy that works across web, social media, mobile, e-books, and emerging platforms
• Understand the content types that best reach your viewers including video, audio, graphics, and interactive features
• Analyze and measure content performance to evaluate your strategy
• Understand content management and metadata strategies to best organize, sort, and repurpose content

• Lessons: Learn new skills through video-based lessons
• Discussions: Join a weekly live, interactive discussion via IM and video
• Assignments: Complete homework and receive instructor feedback
• Forums: Exchange resources, meet peers, and ask your instructor questions

CERTIFICATE Use this course to earn a certificate in Digital Marketing.

DETAILS

In order to run a successful online marketing campaign, you need to understand how to conceive, structure, and measure your efforts across several different outlets -- from landing pages to social media to mobile. In this course, you'll learn how to create an online marketing strategy, identify the appropriate distribution platforms, and use the web to successfully deliver your message.

We’ll review the fundamentals of online marketing including search engine marketing, keyword optimization, targeted display advertising, and mobile outreach. You'll develop the key components of a successful online marketing campaign while learning how to create display ads, distribute email newsletters, and develop a social media marketing strategy. We’ll also discuss how to measure ROI and track the effectiveness of your campaign.

In this class, you will learn how to:

• Use the four pillars of marketing within an online campaign
• Incorporate paid search and best practices of search engine marketing
• Create successful display ads and track ROI on landing pages
• Implement the anatomy of a successful email marketing campaign
• Identify the appropriate social media and mobile applications for your marketing strategy

By the end of class, you will have:
An understanding of best practices to launch an interactive marketing campaign and how to use online channels to achieve measurable results.

DETAILS

• Lessons: Learn new skills through video-based lessons
• Discussions: Join a weekly live, interactive discussion via IM and video
• Assignments: Complete homework and receive instructor feedback
• Forums: Exchange resources, meet peers, and ask your instructor questions

DETAILS

Delve into the current and future impact of 3D printing, as well as its applications and services with leading industry experts. For details, see our Inside 3D Printing website.

DETAILS

Remember Old Spice’s first video campaign? We do, and so do millions of other people. In this course, you’ll learn to use video as a marketing tool. We'll show you how to think of video as a key element of an online marketing campaign. Throught class, you’ll work on an outline of a video marketing campaign for your brand, business, or client. Learn ho to bring a social video campaign through all the product stages, from conception to execution to measuring success.

In this class, you will learn how to:

• Dissect and comprehend the elements that make a video go viral
• Understand what it takes to script, edit, and shoot a video
• Evaluate production costs and work within your budget
• Create a social video contest with user-generated content and tie it to marketing goals
• Assess the merits of VEVO, YouTube, Facebook, and BrightCove
• Measure the effectiveness of your video campaign

By the end of the class, you will have:
An outline for executing your own social video campaign and an understanding of the elements that go into creating a successful social video.

• Lessons: Learn new skills through video-based lessons
• Discussion: Join a weekly live, interactive discussion via IM and video
• Assignments: Complete homework and receive instructor feedback
• Forums: Exchange resources, meet peers, and ask your instructor questions

DETAILS

• Lessons: Learn new skills through video-based lessons
• Discussions: Join a weekly live, interactive discussion via IM and video
• Assignments: Complete homework and receive instructor feedback
• Forums: Exchange resources, meet peers, and ask your instructor questions

CERTIFICATE Use this course to earn a certificate in Digital Journalism and Social Media Marketing.

DETAILS

A blog can help you stand out, whether you're an author building your marketing platform, a freelance writer creating an online portfolio of clips, or a business owner growing your customer base.

Learn how to design, promote, and maintain a blog to build your authority as a writer, forge connections with an audience, or drive sales for your brand. 

In this class, you will learn how to:

• Choose a blogging platform that's right for you
• Design, organize, and archive your blog using categories, tags, and photos
• Use effective tagging, SEO writing, and comment management to develop an audience
• Integrate social media platforms (Twitter, Facebook, Flickr, Digg, Stumbleupon)
• Build connections with your blogging community with link sharing

By the end of class, you will have:
A blog complete with a mission statement, profile page, a basic knowledge of HTML, and 8-10 blog posts.

• Lessons: Learn new skills through video-based lessons
• Discussion: Join a weekly live, interactive discussion via IM and video
• Assignments: Complete homework and receive instructor feedback
• Forums: Exchange resources, meet peers, and ask your instructor questions