Richmond Home

eMarketing

The School of Professional & Continuing Studies offers classes and programs focused on digital and online marketing and promotions.

Our classes and programs cover digital and online marketing methods, channels, techniques, and technologies. Includes web manager for business and home, but web development and coding are part of our IT, GIS & Coding programs.

Classes

Visit our online registration portal to view the latest eMarketing classes available for registration.

Programs

Social Media Management in partnership with Dalton Education

  • Social Media Professional: For those with little experience with social media for promotional purposes
  • Social Media Strategist: For those with considerable experience with social media for promotions, or those who have completed the Social Media Professional certificate

Certificate Options

LERN Digital Marketing Certificate
Overview

Come get a fundamental yet advanced introduction to eMarketing, including improving email promotions, analyzing your web site traffic, doing search engine optimization, and how to successfully employ online advertising.

Relevant for any type of organization, including businesses, companies, non-profits, and government agencies. No eMarketing experience or expertise is necessary. If you are already at an advanced level, your instructors are experts and can provide the latest most advanced information and answer your toughest questions.

Course of Study

Consists of three one-month courses:

Improving Email Promotions

Discover new ways to improve your email promotions, including when to email, what to email, and testing email copy. Then find out how to analyze your email response rates, including getting the bench marks for open rates and click through rates. Learn how to improve your email promotion and responses with tracking and testing.

Boosting Your Web Site Traffic

Acquire the basic skills to boost your web site traffic, including how to analyze your visitor traffic, how to use search engine optimization to get greater visibility and exposure in Google searches, and how to redesign your web site copy to increase your visitors and results.

Online Advertising

Get the keys to making online advertising work for you and your organization. See how pay-per-click advertising with Google AdWords works. Find out how to test low budget Adword campaigns. Learn how you can target local audiences. Then discover Facebook advertising and how you can determine the demographics and even numbers of people you want to reach.

Additional details available on the LERN UGotClass portal.

Online Partnership

Online Provider Partnership

The School partners with the Learning Resource Network (LERN) to provide this certificate program. LERN is an international association of lifelong learning programming, offering information and resources to providers of lifelong learning programs. Visit our custom learning portal.

LERN Inbound Marketing Certificate
Overview

Inbound marketing is a way to help potential customers find you through organic search. It is a process of using your website in a way that attracts visitors naturally through search engines, the blogosphere, and social media.

Inbound marketing is more effective than outbound marketing, where you push sales messages to your potential customers. Inbound marketing is the future of the way we market in the 21st century.

Discover how to attract customers to your site, what kind of content to share with them, how to use landing pages and forms to collect names and email address, and how to implement lead-nurturing campaigns that result in sales.

Course of Study

Consists of three one-month courses:

Introduction to Inbound Marketing

Inbound marketing is a process of using your website in a way that it attracts visitors naturally through search engines, the blogosphere, and social media.
The average human today is inundated with more than 2000 outbound marketing interruptions per day – and we’re all figuring out how to block them. Caller ID, spam filters, TiVo, and satellite radio are all things we use today so that we can avoid being marketed to.
In this course, you will discover how to attract customers to your site, what kind of content to share with them, how to use landing pages and forms to collect names and email address, and how to implement lead-nurturing campaigns that result in sales.

Content Marketing

You have a website, but why will your customers want to come back or buy something or take action? Do you really know who you are selling to? Do you know what you want to say to them? Do you know how you want to say it? Discover ways to identify who your ideal audience is. Learn how to create content that is engaging and purposeful. Find out what you want to say to them. Explore where you want to say it. And finally, find out how you want to say it. In one month, you will be better equipped to create your own content marketing strategy and create a content-rich website that exceeds the needs of your visitors.

Advanced Inbound Marketing

Get under the hood of inbound marketing and learn how to monitor measure and manage the integrated results of your inbound marketing activities at a more advanced level. We’ll focus on the data that actually matters and how it is influenced by visitor/user engagement. Gain deeper insights into user behavior; learn how to track meaningful conversions, measure visitor engagement and how to use landing pages more effectively — including how to create forms that get results.

Additional details available on the LERN UGotClass portal.

Online Partnership

Online Provider Partnership

The School partners with the Learning Resource Network (LERN) to provide this certificate program. LERN is an international association of lifelong learning programming, offering information and resources to providers of lifelong learning programs. Visit our custom learning portal.

LERN Managing Social Media Platforms Certificate
Overview

Different social networks have distinct characteristics, different features, and are used to develop a two-way communication and marketing strategy for your organization. Get a skill set for working and managing different social media platforms. Then find out what you can be doing, what you should be doing, and take back a plan to integrate social networks into your communication and marketing.

You will get a firm foundation in Twitter, LinkedIn, and Facebook platforms. Come away with both an understanding of these social networks and practical, how-to techniques to integrate social networks into your organization or business. Your instructors are outstanding practitioners who also speak, write, and train others on social networks.

Course of Study

Consists of three one-month courses:

Twitter

Twitter is a hot social media platform these days — and everyone seems to be using it. Learn the best way to take advantage of the unique opportunities Twitter offers — and discover the best ways to create relationships and network with your key constituents. You will find out the best — and easiest — techniques for successful interactions in the Twitterverse.

Facebook for Business

Find out what goes on behind the scenes on Facebook Pages and how to increase the chances that your message is seen and acted on. Discover new tools and proven techniques to increase business and expand your reach. Discuss how to adapt your marketing message for the Facebook platform and how to integrate Facebook across all marketing areas. This is an advanced class and assumes you have started a Page on Facebook and have some basic knowledge of the platform. In includes the most current updates Facebook has made to Pages.

LinkedIn for Business

LinkedIn is the most popular business social network and the website for professionals to network, build business relationships, and provide or receive referrals. Most people rarely get beyond setting up a profile and therefore miss out on all the advanced features that have come to make LinkedIn so popular. Learn how to set up your personal profile so that it gets noticed by others. Discover how LinkedIn can be used to generate leads, recruit new employees, and find new jobs. This class will cover all the intricacies of LinkedIn to help you create, customize, and optimize your presence on LinkedIn.

Additional details available on the LERN UGotClass portal.

Online Partnership

Online Provider Partnership

The School partners with the Learning Resource Network (LERN) to provide this certificate program. LERN is an international association of lifelong learning programming, offering information and resources to providers of lifelong learning programs. Visit our custom learning portal.

LERN Mobile Marketing Certificate
Overview

The way consumers are interacting with brands and connecting to the world is changing because of mobiles. Find out about location-based marketing, mobile payments, QR codes, applications, and mobile coupons. You will learn how mobile marketing can increase your capabilities to retain current customers and gain new ones.

Then get step-by-step instructions on how non-technical users can build, deploy and market smartphone applications across Android, iPhone and Blackberry platforms.

Finally, get the knowledge needed to implement a mobile marketing plan for your organization. Find out about proximity marketing, mobile marketing metrics, and developing a mobile marketing campaign.

Course of Study

Consists of three one-month courses:

Introduction to Mobile Marketing

More than half of U.S. consumers who’ve made purchases on their smartphones have done so in response to mobile marketing messages. Smartphone sales exceeded 420 million in 2011. Analysts forecast these sales will surpass 1 billion by the end of 2016. The way consumers are interacting with brands and connecting to the world is changing because of mobiles. Find out about location-based marketing, mobile payments, QR codes, applications, and mobile coupons. You will learn how mobile marketing can increase your capabilities to retain current customers and gain new ones.

Creating Cell Phone Apps for your Business

Cell phone apps are the latest way smart businesses are reaching their customers. Smart organizations are investing in building cell phone apps for their businesses. We will provide you with step-by-step instructions on how non-technical users can build, deploy and market smartphone applications across Android, iPhone and Blackberry platforms. The course is ideal for business owners and executives who want to understand how smartphone applications can be inexpensively built, and also for technical users who want to understand how to quickly deploy smartphone applications.

Advanced Mobile Marketing

Come get the knowledge needed to implement a mobile marketing plan for your organization. Find out about proximity marketing, mobile marketing metrics, and developing a mobile marketing campaign. Learn how to promote your app on the web, build a landing page for your app, and advanced tracking of your application usage. Then take home a blueprint for creating guidelines and standards for your mobile marketing effort, and how to measure its success. You will leave this course with the knowledge to implement a mobile marketing plan for your organization.

Additional details available on the LERN UGotClass portal.

Online Partnership

Online Provider Partnership

The School partners with the Learning Resource Network (LERN) to provide this certificate program. LERN is an international association of lifelong learning programming, offering information and resources to providers of lifelong learning programs. Visit our custom learning portal.

LERN Social Media for Business Certificate
Overview

Get in on this exciting and growing way to communicate, market and serve your customers and clients. For businesses, nonprofits, government, and other organizations. From Facebook to Twitter, blogging, YouTube, LinkedIn, and more, discover the new principles of communication that apply across all networks and how these specific social networks work and the possible uses for your organization.

Learn how social networks are used to develop a two-way communication and marketing strategy for your organization. Then find out what you can be doing, what you should be doing, and take back a plan to integrate social networks into your communication and marketing.

Whether you are new to social networks or already involved, you will come away with both an understanding of social networks and practical, how-to techniques to integrate social networks into your organization or business. Your instructors are outstanding practitioners who also speak, write, and train others on social networks.

Course of Study

Consists of three one-month courses:

Introduction to Social Media

Get involved in the move from in-person to online communication. Learn what social networks are and their role in your business and personal life. Find out the top sites and how businesses are using the sites for communication, customer retention, branding, marketing, market research, needs assessment and serving customers and clients. Explore the options for your organization. Look at case studies of what other organizations are doing. Let your instructor guide your exploration of Facebook and YouTube. For anyone interested in social networks.
Marketing Using Social Media

Develop a two-way communication and marketing strategy for your organization using social networks. Let your instructor guide you in exploring major social networks, including Twitter, LinkedIn, and blogging. Learn quick, easy ways to use Twitter, blogs and LinkedIn to engage your customers or clients and keep them interested in your organization or business. You’ll find out the advantages and disadvantages of each, and learn what’s right for your work and kind of organization.

Integrating Social Media in Your Organization

Take away a practical strategy and techniques for implementing social networks for your organization or business. Learn how to create your own private social network using Ning, work socially using Google Docs and calendars, and move your web site to an interactive Web 2.0 site. Then your instructor will help you choose which social network tools are right for your situation, and then integrate them into your web site to develop a social networking strategy for your organization. Find out what you can be doing, what you should be doing, and take back a plan to integrate social networks into your communication and marketing.

Additional details available on the LERN UGotClass portal.

Online Partnership

Online Provider Partnership

The School partners with the Learning Resource Network (LERN) to provide this certificate program. LERN is an international association of lifelong learning programming, offering information and resources to providers of lifelong learning programs. Visit our custom learning portal.

LERN Video Marketing Certificate
Overview

Video marketing is the latest hot new marketing trend. Shoppers who viewed product videos were 144% more likely to add the product to their cart. Video with good SEO has a 53% higher chance of showing up on page one of Google searches. When done correctly, video can tell a story, and stories connect people. Video also leads to an emotion ‘trigger’ that plain text cannot do.

Course of Study

Consists of two one-month courses:

Video Marketing

Sight, sound and motion are much more compelling than static words on a page. In this course you will discover how to use simple online video to bond with your viewer, drive traffic to your website, boost business and build brand awareness. Learn how to use Google and YouTube with your video to market your business 24/7 .

YouTube for Business

Increase your business with YouTube, the online video site and now the second largest search engine. Discover the power of video for your organization. Find out what types of video work best, how other business organizations use YouTube, how to create your own YouTube channel, and how to add captions, annotations and other extra features.

Additional details available on the LERN UGotClass portal.

Online Partnership

Online Provider Partnership

The School partners with the Learning Resource Network (LERN) to provide this certificate program. LERN is an international association of lifelong learning programming, offering information and resources to providers of lifelong learning programs. Visit our custom learning portal.

Contact Us

Special Programs Building
28 Westhampton Way
Univ. of Richmond, VA 23173
Phone: (804) 289-8133
Fax: (804) 289-8138
spcs@richmond.edu

Monday-Friday: 8:30am–5pm
Closed for University holidays