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UMass Lowell Continuing Studies, Corporate & Distance Education

Web Marketing

2-Day Seminar:
CRS# 00.700-041
Lowell Campus, Lunch and Refreshments Included; 1.5 CEU's; Tuition: Call for Pricing

Overview
Covering such topics as online advertising, search engine optimization, email campaigns and ROI web traffic analysis, this 2-day seminar will cover and expand upon the most critical areas that participants need to plan and implement successful web marketing initiatives within their own industries.

In the current environment of growing reliance on web and e-mail marketing activities participants will be introduced to the processes, issues and strategies that are needed to effectively produce online campaigns and manage a web presence in order to maintain and generate both awareness and leads.

Using case studies, participants develop a conceptual and practical understanding of how the web has enabled new forms of marketing to arise and how this is changing the way we approach connecting with existing and potential customers. This seminar discusses the blending of technologies; best practices and approaches in utilized the web as a major marketing venue.

Audience
This seminar is designed for individuals responsible for planning, contributing to, and/or developing a web presence and/or web marketing initiatives.

Text
Materials will be provided in the cost of the seminar.

Content

  • Melding of "classical" marketing techniques and those precipitated by the web
  • Linking strategies for link sharing and developing an online presence
  • Search Engine optimization and utilization of sponsored links
  • Domestic and international domain name management and branding
  • Development and deployment of e-mail marketing campaigns
  • Anti-Spam issues and legislation and how they relate to the marketer
  • Ways to develop customer loyalty and web fulfillment strategies
  • Web traffic analysis and its utilization for ROI
    References



Instructor
Tim Kenny is a marketing professional with over 10 years of information architecture and design, content development, web marketing and e-business application development, in addition to marketing communications and product management experience. Mr. Kenny is currently a Senior Manager of Corporate Marketing at Brooktrout Technology and has extensive experience, across industries, in the development and deployment of websites and web marketing initiatives. Mr. Kenny has a BS in Communications Media and an MA in Professional Writing from UMass.

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