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Practical Internet Marketing
Practical Internet Marketing is a certificate program I have taught here at DePaul University since 2006. There are two versions of the program - online and in-class. My inspiration for the certificate program was to create a class that combined theory and practical experience in a way that made sense to both beginners and those with some Internet marketing experience. I wanted participants to finish the program knowing both how to do things themselves and how to make savvy decisions when directing others.

You can download the syllabus here.

Video Introduction

You can view the streaming video version by pressing the play button on the player above. Alternatively, you may download the lecture as a M4V file. This file can be played in/on QuickTime, iTunes, iPhones, iPads and iPods with color displays.

I think Internet marketing can be fun and fairly straightforward to understand. My role is to highlight what is practical and possible. I love those “light bulb” moments when someone in class suddenly realizes how they can use the Internet to communicate with their audience.

I try to pack as much as I can into each class (but not to the point where the brain gives up with a torrent of information). A lecture handout, a workbook and online activities accompany each class. I record the class (as a vodcast) for those who cannot attend (or want to review the material). The content is updated continually and designed to be easily understandable.

The online supplements are delivered through the Desire2Learn Learning Management System. D2L allows me to provide online discussion, links, online books, quizzes and is a means to distribute class materials.

Awards and Testimonials

KMC Award
I was presented with The Kellstadt Marketing Center Distinguished Professional Educator Award For Excellence in Teaching in 2009 and 2013.

Some alumni of the program have provided video testimonials through YouTube:

Online Version

The online version of Practical Internet Marketing covers the same content as the in-class version, but the online format frees you from having to come to class at a set time and location. You can study at your own pace—any hour of the day, from any place in the world with Internet access. You get the same great class but on your schedule.

You can contact me for more information or download the syllabus.

Online Registration

Online registration is available through the website of DePaul Continuing and Professional Education for both the online and the in-class versions. If you register early you may be eligible for a discount….

Upcoming Schedule

  • In-Class: Mondays, May 14- June 25, 2018 from 6-9pm
  • In-Class: Mondays, September 17 - October 22, 2018 from 6-9pm
  • Online: September 17 - October 28, 2018






Optional Assignment


Deliverables Checklist



  • Introduction
  • Definitions
  • Internet: History / How it works
    • Distributed network
    • Victorian Internet
    • Routing
    • WWW
    • DNS
    • Top Level Domains
    • Who owns the Internet?
    • HTML
    • Browsers
  • Web 2.0
  • Software Tools
    • Word Processor
    • Web Editor
    • Audio Editor / Podcasting
    • Image Manipulation
    • FTP / SSH
    • Portable Applications
  • Basic Computer Security
  • Planning / Design
  • Internet Business Models
  • Testing
  • Paper prototyping
  • Card sorting
  • Domain Name
    • TLD strategy
    • Trademarks
    • Alternative domains
  • Hosting
  • Intro to social media: blogs, flogs, microblogging (Twitter), RSS, podcasting and vodcasting
Assignment 1: Create (or plan on paper) a three-page website promoting you as an Internet Marketing expert. Your site will need to have a homepage, contact details and blog.  


  • Search engines:
    • How they work
    • Major players
    • Getting listed
    • Site submission
  • Directories
  • Search engine optimization (SEO):
    • Web copy
    • Crafting HTML
    • Keywords
    • Inbound links,
    • Robots.txt,
    • Indexing and site maps
  • Landing page optimization
  • Paid search vs. organic search
  • Google Adwords
Assignment 2: Optimize your site from assignment 1 for search engines.
  • Assignment 1 (optional)
  • Week 1 quiz (optional)
  • Week 1 survey


  • Intro to Social Media Part 2
  • Innovation
  • Second Life
  • Gaming
  • Mobile marketing
  • AR (Augmented Reality)
  • Interactive Marketing
  • QR Codes
Assignment 3: Create a blog. This may be personal or work related.
  • Assignment 2 (optional)
  • Week 2 quiz (optional)
  • Week 2 survey


  • Analytics
  • Cookies
  • A/B (split) and multivariate testing
  • KPI (Key Performance Indicators)
  • Research
  • Internet Business Models
  • Taxonomies
  • Internet retailing
  • Channels and multichannel marketing
  • CRM
  • Advertising

Assignment 4: Create a short podcast (can be as brief as a minute long).
  • Assignment 3 (optional)
  • Week 3 quiz (optional)
  • Week 3 survey


  • Email marketing: How email works, best practices, text vs. HTML
  • Spam
  • Consumer-Generated Content
  • Security
  • Captchas
  • Privacy
  • Copyright
  • Stock photography
  • PDFs and eBooks:
    • Best practices
    • Optimization
    • Search strategies

Final Presentation: Your options are to choose one from:

  1. Write a short report
  2. Create an audio recording
  3. Create a video/webcast/screencast

You will need to submit a final presentation in order to achieve your certificate.

  • Assignment 4 (optional)
  • Week 4 quiz (optional)
  • Week 4 survey


  • Final Presentations
  • Extras
  • Final presentation (required)
  • Week 5 quiz (optional)
  • Week 5 survey
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