• Marketing communications professionals
• Organizational leaders who want accountability in marketing programs
• Account executives working in performance-based interactive marketing
• Clients of an agency or consulting firm who want perspective to evaluate service
• Brand managers trying to add interactive and direct marketing to a budget
• Small business owners or entrepreneurs needing cost-effective marketing tools
• Customer relationship management managers wanting to retain the best customers
• Acquisitions managers who wish to build lifetime customer value
• Retention managers who want to communicate effectively with valuable customers
• Experienced marketers wishing to acquire new skill sets

• Gain extraordinary, practical expertise from successful practitioners
• Learn the most powerful and cost-effective way to market and secure new customers
• Implement direct, interactive, digital and database marketing in your organization

Week 1
Multichannel Marketing Communication

• How marketers build multichannel marketing communication
• How multichannel is evolving
• Using smarter data, not just bigger data
• The growing role of inbound and content marketing
• Focus on outcomes, not processes
• Best practices in marketing measurement
• Case study

• Marketing to an individual person
• How data helps engage an audience across channels
• How is the data compiled
• What are the expectations from customers who share data
• What are the challenges/concerns with leveraging customer data in your marketing programs

• How is marketing measured
• How do marketers track customer journeys
• How can marketing be optimized via measurement

• An overview of the social advertising industry and it’s growth over the last decade
• A review of social publishers and their various ad offerings
• Best practices for social advertising
• A step-by-step walkthrough of a social campaign from start to finish

• Investment options and best practices for targeting your audience online. How marketers leverage Google and others to target search.
• What are best practices and risks of Display advertising.

• How to best reach your target audience with the right messaging
• The creation process for building advertising assets
• What makes good ads vs bad ads

• The difference between paid search advertising and organic search optimization
• How search engines rank pages
• What marketers do to get their pages ranked higher
• White hat and black hat SEO techniques

• Google's perspective on Innovation and multichannel marketing. How can marketers connect the dots?
• What's on the horizon for future marketing considerations?

• How marketers leverage CRM and addressable media. Why direct mail still matters and how its changed over time. Business models - b2b vs b2c
• b2b channels for marketing ​​​​​​​

What are the requirements for the Integrated Marketing Communications Certificate?
To receive the IMC certificate, students must successfully complete three required courses and two elective courses plus one seminar. Follow the link to learn more about the IMC Certificate and review the list of courses.

Do I get DePaul credit for this class?
No, but some DePaul CPE courses have been approved for CEU credits. This is a professional education class with different requirements than courses taken for academic credit.

How big is the class?
Class size is limited to allow for a more interactive environment in the classroom. Most classes have fewer than 20 students.

Will I have to write papers and take exams?
While the assignments differ for each instructor and course, you will be assigned non-graded homework, and you will receive feedback on each of your assignments. Some courses also include in-class presentations.

Are the courses very technical?
Some of the topics are technical but are described in a way that a non-technical person can understand. At every stage of the program, theory is integrated with the technology - we aim to provide insight for technical and non-technical participants.

What is the difference between a certificate and a certification?
A certificate is earned after completion of a course or a series of courses. Certificates are usually awarded by a training provider or an educational institution. Certification typically includes an experience, an educational component and requires passing an exam. Certifications are awarded by governmental and/or professional agencies and often require recertification to remain certified.