CERTIFICATE Use this course to earn a certificate in Ad Copywriting.

DETAILS

In this class, you'll learn essential copywriting terms and techniques. If you're already working as a writer or copywriter, you'll learn from a new perspective while you complete creative assignments to expand your portfolio. Class will mimic working in an ad agency to build a varied portfolio.

Class will also include two visits from a graphic designer who will show you how to render your work into professional-looking, portfolio-ready ads.

In this class, you will learn how to:

• Work with graphics and photos to make a complete ad
• Write benefit-driven headlines and body copy 
• Write for various advertising media: print, collateral, web, outdoor, and direct mail
• Write and work from a creative brief
• Jumpstart your ad portfolio and look for jobs

By the end of class, you will have:
Experience drafting copy in a fast-paced environment, and polished ad writing examples to include in your copywriting portfolio.

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

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

DETAILS

Learn how to build and manage qualified distribution lists in a way that engages your users -- without spamming them. We'll discuss how to design email templates to best support your brand while including and following the proper legal disclaimers. You'll also learn how to use analytics tools to monitor campaign engagement and effectiveness as well as ways to respect your users’ privacy while introducing them to your products or services.

In this class, you will learn how to: 

• Create and manage distribution lists, including resources for mass mailings
• Evaluate optimal time, date, and frequency to decrease unsubscribes and increase your open rate 
• Develop and execute copywriting and design techniques, including subject lines
• Integrate social media tools into email campaigns to function as a part of your overall digital strategy
• Prevent blacklisting from servers

By the end of class, you will have:
An email campaign designed to build traffic and increase sales.

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.

DETAILS

In this course, you’ll complete a comprehensive SEO audit of your current website and develop a strategic plan to get your website to the top of search engine results. You’ll also learn how to measure and sustain your marketing efforts to continually improve your search engine optimization program. 

Advanced techniques included in the coursework include using location-based metatags to ensure that your content can be easily found and using analytics to track the effectiveness of your strategies. You’ll learn how to integrate web tools with your site, analyze the effectiveness of keywords, and complete assessments of your bounce rate and entrance and exit paths. We’ll discuss how to use social media strategies and other tactics to manage your online reputation management. You’ll also learn about recent changes in search strategy spurred by Google + and Google’s new Panda and Penguin algorithm updates.

In this class, you will learn how to:

• Use keyword tools to determine the most effective keywords for your content 
• Implement link strategies that widen your site’s reach
• Use the Google suite of tools to work with your site: Analytics, Webmaster Tools, Keyword Tool
• Perform an SEO audit and a competitor analysis
• Understand how search algorithms function

By the end of class, you will have:
A comprehensive strategic plan to continue to measure and develop your search engine optimization expertise.

Admission Requirements:
This course is recommended for people who have a working knowledge of SEO techniques or have taken SEO Writing. Apply with a note to explain your interest in this topic and your previous experience.

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 Ad Copywriting.

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

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

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

In just three years since its launch, Pinterest has grown to 48.7 million users. If your brand isn’t properly reaching this audience, you’re missing out on a great marketing opportunity on the social visual platform.

In this webcast, Jennifer Gaonach, the former digital consumer marketing director for Conde Nast, will show you how her team has used Pinterest to reach new audiences as she presents a case study of Epicurious.com. 

You'll learn how to:

• Understand the key metrics of this marketing platform
• Create a Pinterest playbook
• Become a member of the Pinterest community
• Expand growth through group boards, sweepstakes, and contests
• Use new and upcoming features to stay ahead of the competition and get your content noticed by your audience

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

DETAILS

Great public speakers aren't born; they're trained.

In the first part of this course, we'll focus on nuts-and-bolts tips and techniques for becoming a more confident and competent public speaker. In the second part, students will be assessed on their abilities to apply the learning to specific presentations and coached to address areas of improvement.

In this class, you will learn how to:

• Captivate and engage an audience
• Use "Power Periods" and oral techniques to project competence
• Walk, gesture, and position your body to convey strength
• Interact with displays, notes, and PowerPoint presentations
• Come up with customized ways to improve your own personal public speaking style

By the end of class, you will have:
The skills to speak confidently and with authority to engage any audience.

DETAILS

Companies need content creators, marketers, consultants, and strategists who understand how to create well-designed, engaging websites and digital products. Learn how to apply the principles of user experience to increase engagement and turn visitors into loyal users and customers.

In this class, you will learn how to:

• Improve the usability of products and services
• Conduct user research to understand what your customers want
• Test and implement changes to your site or product
• Identify key performance indicators to meet business objectives and increase return on investment
• Audit your website and think from the perspective of the user

By the end of class, you will have:
A strategic plan to improve the usability of your website or digital product, and a firm understanding of best practices for user experience.

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

It's all over the news -- platforms like Kickstarter and IndieGoGo are making it possible to raise money through reward/donation crowdfunding. With so many developments in this new investment system, it's hard to keep up and understand how to get involved. 

In this webcast, David Marlett, executive director of the National Crowdfunding Association, will use examples from the audience to explain how just about any project can be successfully crowdfunded. David will also outline how upcoming legal changes will allow for equity crowdfunding and Reg D/accredited investor crowdfunding.

You'll learn how to:

• Choose the right platform and reach out to investors for your potential project
• Raise the right amount of money and provide appropriate investor rewards
• Identify entrepreneurs whose businesses might make good investments
• Understand upcoming legal changes that will affect crowdfunding

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

CERTIFICATE Use this course to earn a certificate in Digital Marketing, Ad Copywriting, and Social Media Marketing.

DETAILS

If you don't come up at the top of a search, your audience may never find you.

This course will teach you how to use SEO and search marketing, social media, and digital outreach methods to drive traffic to your website. You'll also learn how to optimize your sites for search engines and how social media exposure and links can leverage more exposure on Google and other search engines.

In this class, you will learn how to:

• Understand the difference between SEO and SEM
• Determine the most important factors of search rankings
• Report on web traffic and keep your website code clean
• Reach out to bloggers and other webmasters to have them link to your site
• Manage SEO and social media projects

By the end of class, you will have:
An understanding of the factors that can get your website to the top of search engine results, and how to use social media and search marketing to drive traffic to your website.

CERTIFICATE Use this course to earn a certificate in Ad Copywriting or Public Relations.

DETAILS

CERTIFICATE Use this course to earn a certificate in Ad Copywriting.

DETAILS

If you're a junior to mid-level copywriter or marketing professional who wants to expand your skills, this class will focus on how to improve your ad writing across print, web, mobile, and social platforms to create new clips, manage relationships with art directors, and land more work.

In this class, you will learn how to:

• Create concise messages that conquer short attention spans and distractions
• Draft concise messages that conquer short attention spans and distractions
• Differentiate between ad and promo writing
• Use SEO basics to improve visibility of client work
• Brainstorm and collaborate with art directors, account managers, and other copywriters

By the end of class, you will have:
Two to four samples to add to your portfolio immediately.

Admission Requirements:
Students should have completed Copywriting: Creative Ad Writing or have proven ad experience. Apply with a note to explain your interest in this topic and your previous copywriting experience.

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 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

Since its launch in January 2013, Vine has added sound and motion to Twitter, making microblogging even more fun and interactive. These six-second videos are a great way to get noticed on the web and get the word out about your brand, project, or business. 

In this webcast, Gemma Craven, executive vice president and New York group director of Social@Ogilvy, will show you how her team has used Vine to demonstrate tricky concepts and bring information to life for brands like State Street asset management and Twitter’s own ad API. She’ll show you what works and what doesn’t work on Vine and answer your questions about how to make the video app work for you and your brand. 

You'll learn how to:

• Create Vine videos that will stand out and get noticed 
• Choose effective content and visuals that will work for your audience
• Write a script, storyboard, and shoot your video
• Use mentions and hashtags to draw attention to your Vines on Twitter 
• Embed Vine posts on the web to enhance your site

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

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

CERTIFICATE Use this course to earn a certificate in Ad Copywriting or Public Relations.

DETAILS

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.