OSU Fisher, Bizresearch President Partner to Offer New Internet Marketing Course

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Ohio State's Fisher College of Business is offering a new internet marketing course developed in partnership with one of the nation's leading search marketing expert.

Ohio State's Fisher College of Business is offering a new internet marketing course developed in partnership with one of the nation's leading search marketing expert.

Laura Thieme, president of Bizresearch in Columbus, created the new undergraduate challenge course, Principles in Electronic Marketing, with Fisher's Department of Marketing and Logistics. The course teaches senior marketing majors the fundamentals of search marketing, covering topics such as search engine optimization, viral and affiliate marketing, blogging as a marketing tool, website analytics and email marketing.

Search marketing is an area of explosive growth as retailers and companies look for ways to increase online sales, strengthen brand awareness and systematically analyze the performance of their Web sites, according to Thieme.

"As we prepare our students for careers in the highly competitive marketing field, we want to ensure they have the most advanced skills and expertise required by businesses, particularly in the services and retailing sectors," said Rao Unnava, associate dean for undergraduate programs and the W. Arthur Cullman Professor of Marketing. "Fisher is extremely fortunate to have Laura Thieme on our team. Her leadership in search marketing guarantees Fisher students will learn from an expert practitioner who will prepare them with capabilities they will utilize as professionals."

An experienced presenter, Thieme has served as a frequent speaker at Search Engine Strategies Conferences and guest lecturer for professional organizations throughout the United States, Canada and Europe.

"According to an industry survey by the Search Engine Marketing Professional Organization (SEMPO), last year companies spent $9.4 billion on search marketing to acquire customers, stimulate direct sales and strengthen brand awareness," Thieme said. "While that's a 62 percent increase over 2005, companies lag in tracking results, measuring successes and achieving goals. That's due, in large measure, to the lack of staff expertise necessary to think strategically about search marketing."

Students in the challenge course will learn basic formulas for determining customer acquisition costs, prepare monthly visibility reports and make Web sites achieve their market potential in terms of search engine visibility, traffic and sales. Students will also learn:

  • How to assess a Web site's organic and paid search visibility;
  • The difference between organic and paid visibility;
  • How to use Google Analytics, Clicktracks Professional and Net Tracker;
  • How to use WebPositionGold, Wordtracker and Dreamweaver;
  • How to set-up and manage Google ad campaigns;
  • How to use ExactTarget's email marketing platform;
  • Social Media blogging techniques.

About Bizresearch
Now in its tenth year, Bizresearch provides full-service search engine marketing services, including paid search (CPC), search engine optimization (SEO), Web-based tracking and return on ad spend (ROAS) analysis for retailers, manufacturers and Fortune 500 companies. Bizresearch specializes in optimizing database driven websites for organic listings, complementary with paid search campaigns in Google, Yahoo and MSN, and shopping search engines such as Shopping.com and Froogle. Bizresearch tracks incoming traffic and resulting sales utilizing the industry's leading analytical tools to determine if ROAS is profitable. Bizresearch staff is Google Adwords and Yahoo! Ambassador certified. Learn more at http://www.Bizresearch.com, call 614-846-7560 or email laura@bizresearch.com.

About Fisher College of Business:
Ranked by U.S. News and World Report among the top 25 business schools in the country, The Ohio State University's Fisher College of Business offers full-time, part-time and executive MBA, Master of Accounting Master of Labor and Human Resources and Master of Business Logistics Engineering programs. The college of business was started in 1916, and was named the Fisher College of Business in 1993, in honor of Max M. Fisher, a noted philanthropist, industrialist and alumnus of the college.

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