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Online & Social Media Marketing Certificate Program

Online & Social Media

Date: Tuesdays
Sept 16 - Nov 12
Jan 14 - Mar 11
Mar 18 - May 13
Time: 5:30 - 8:30pm
Location: University of Montana campus
James E. Todd Building &
University Center
Hours of Instruction: 81
Course Fee: $1650
Course Policies

Program Description:

The Online Marketing & Social Media Certificate program is a 27 week series of courses designed to give its students a practical education in the rapidly progressing world of integrated marketing.  The series begins with marketing fundamentals and the concepts of online vs. offline marketing.  This foundation leads to learning principles of website design and usability, search engine optimization, marketing through paid advertising online, and the basics of using popular social media to develop relationships and grow business.  Students then learn ways to monetize a website to increase revenue, and how to convert their visitors, followers, fans, and online connections into qualified leads and paying customers.  The course concludes with evaluation and measurement techniques to manage online marketing effectiveness.  View the course outline for a complete list of covered subjects.

In this program, you will learn how to:

  • Identify the differences between inbound (online) and outbound (traditional) marketing
  • Essential attributes of successful websites from the perspective of users and search engines
  • Identify and select the best keywords to get your website found by searchers
  • Perform on-site search engine optimization and learn best practices for offline and social SEO
  • Use popular social media networks, publicity, video, audio, and online ads to attract traffic
  • Identify appropriate monetization techniques to increase revenue from your online efforts
  • Develop quality content that establishes reputation and trust to stimulate patronage
  • Use email marketing to turn prospects into purchasers in a non-intrusive way
  • Ensure your online efforts are mobile-friendly to leverage the huge number of mobile users
  • Evaluate website performance and determine the best tactics to improve results
  • Lots, lots more!

By the end of the program, students will have learned the vital elements of online and social media marketing and have the skills to manage online marketing efforts for a business or organization. Students will also know how to stay abreast of changes in this fast-evolving field so that their knowledge does not become outdated. 

Those successfully completing the 27 week series will be awarded a certificate of Online and Social Media Mastery.  To receive the certificate, students must attend a minimum of 24 of the 27 class sessions, actively participate in class discussions and complete class assignments, and pass an exam at the end of the course.

Karen Porter, Online & Social Media Marketing Certificate Program instructorAbout the Instructor: Karen Porter

Karen Porter is a Missoula native with 25 years marketing experience.  She spent 10 years leading marketing functions for two multi-billion dollar companies, 11 years teaching marketing at the University of Montana, and has owned or co-owned several small businesses.  Being involved in internet marketing since 1998, she brought her digital experience to the classroom in 2011 when she introduced the first university-level online and social media marketing course in the state of Montana.  She currently owns Impact Online Marketing offering digital marketing strategy, website development, search engine optimization, and social media services.  Her website,, features marketing information, free tips, and recommended marketing resources for small business owners.

  • School of Extended & Lifelong Learning
  • The University of Montana
  • 32 Campus Drive
  • Missoula, MT  59812
  • Phone: (406) 243-2900
  • Fax: (406) 243-2047
  • Email: