1. Structuring an Internet Marketing Course Jeff Larson

2. Table of Contents 1 – Internet Marketing Foundations 2 – How Search Engines Work 3 – On-Site SEO 4 – Off-Site SEO 5 – Paid Search Marketing 6 – Online Advertising 7 – Landing Page Optimization 8 – Analytics 9 – Email Marketing 10 – Social Media 1 11 – Social Media 2 12 – Online PR and ORM 13 – Mobile Marketing Orientation Traffic Conversion Traffic/Conversion Miscellaneous

3. Chapter 1: Orientation Technical Foundation  Exchange of information packets  IP Addresses, web browsers, ICANN  Web hosting, TLS, 301 Redirect Evaluation Framework  Traffic  Direct  Search  Referral  Conversion  Revenue (per conversion)

4. Chapters 2 - 6: Traffic Chapters 2-4: Search Engine Optimization  It’s free!  Chapter 2: How Search Engines Work  http://infolab.stanford.edu/~backrub/google.html http://infolab.stanford.edu/~backrub/google.html  SEO Foundation  Chapter 3: On-Site SEO  Chapter 4: Off-Site SEO Chapter 5: Paid Search Marketing Chapter 6: Display Advertising

5. Chapters 7 - 8: Conversion Chapter 7: Landing Page Optimization  Web Design  A/B Testing Chapter 8: Analytics  KPIs  Conversion Funnel  Channel Analysis  Attribution

6. Chapters 9 - 11: Traffic/Conversion Chapter 9: Email Marketing  Not Spam!  Abandoned Cart Emails  Spam Filters Chapter 10: Social Media I  Myths  Framework  Virality  Facebook Chapter 11: Social Media II  Platform Specifics  Select and adapt

7. Chapters 12 - 13: Miscellaneous Chapter 12: Online Reputation Management  When SEO can’t help  Hello, __________ (any political candidate) Chapter 13: Mobile Marketing  RWD  Technical Constraints  Behavioral Differences

8. Alternate Structure 1 – Internet Marketing Foundations 8 – Analytics 2 – How Search Engines Work 3 – On-Site SEO 4 – Off-Site SEO 9 – Email Marketing 7 – Landing Page Optimization 10 – Social Media 1 11 – Social Media 2 13 – Mobile Marketing 5 – Paid Search Marketing 6 – Online Advertising 12 – Online PR and ORM Evaluation Search Engines Database Marketing Mobile Paid Traffic Miscellaneous