www .dmaeducation.org - Direct Marketing Association

DMa certiFieD Marketing 

PrOFeSSiOnaL tM PrOgraM 

SearcH 

& SOciaL 

DigitaL anaLyticS 

& rOi 

FREE 

KINDLE 

with DCMP 

Registration* 

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creative 

www.dmaeducation.org

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the new look of 

DMA EDUCATION 

The dynamic world of marketing can be hard to navigate and difficult to keep up with; 

that’s why DMA is here to provide you the education you need to arm yourself every 

step of the way. Not only are we constantly updating our in-person lineup of seminars to 

meet your needs, but we are now providing more courses than ever online – so you can 

take them when you want, where you want. 

As you look through this catalog you may take note of a few new items. 

If you see this icon it means this course is one of our foundation 

courses and part of the DMA CertifieD MArketing 

ProfessionAl tM F 

(DCMP) program. We were excited to launch this 

program last year and are proud to announce it’s going strong! If you’re 

a beginner to intermediate level marketer, get on board and take your 

career to the next level by becoming DCMP certified! 

In addition, when you see this icon I you’ll know you’re looking at one of our upper 

level courses that is focused on marketing specialties such as search marketing or social 

media. These courses are excellent resources for intermediate to advanced level marketers. 

Learn a new channel or take a refresher for new and up-to-date techniques. 

We encourage you to take the course that is right for you! As always, if you have 

any questions, don’t hesitate to contact our Education Services Representatives at 

540.409.3366 or email dmaeducationinfo@the-dma.org. 

Get started today by visiting www.dmaeducation.org. 

And don’t forget – register today with the 

keyCoDe on the ADDress PAnel and you’ll receive a complimentary 

Amazon Kindle with your full DCMP registration! 

* See back cover for details, terms, and conditions.

Table of Contents 

DireCt MArketing institUte . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4 

DMA CertifieD MArketing 

ProfessionAl tM ProgrAM 

Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 

Fundamental Courses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 

Intermediate/Advanced Courses. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 

Elective Courses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 

NEW! 

NEW! 

NEW! 

seArCh AnD soCiAl CertifiCAtions 

Total Search Marketing Essentials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 

SEO Essentials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 

SEM & PPC Essentials. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 

Social Media. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 

NEW! 

NEW! 

NEW! 

NEW! 

Online PR: Using Social Media to Promote Your Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 

DigitAl CertifiCAtions 

Online Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 

Web Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16 

Web Conversion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17 

Email Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18 

Mobile Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19 

AnAlytiCs & roi CertifiCAtions 

CRM/Database Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20 

NEW! 

Metrics & ROI. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21 

CreAtiVe CertifiCAtions 

Creative & Copy for Print and Web . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22 

eLearning Workshop: Copywriting & Creative for Print & Web. . . . . . . . . . . . . . . . . . . . . . . . . . .23 

save up to $250 on registration 

Bring your entire team. Each member of your team plays an important role in your direct 

marketing program, so plan to attend together. You’ll save $150 off each registration when 

you send two people and $250 off each registration when you send three or more to the same 

session. Contact DMA Customer Service at 540.409.3366 to receive your team discount. 

For more information or to register, go to www.dmaeducation.org 

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Direct Marketing 

Institute 

Whether you market to businesses or consumers, this seminar 

will cover all the core areas of direct marketing with detailed 

examples and step-by-step tactics you’ll immediately put to use. 

If you want a career in direct marketing and a thorough 

understanding of all the key elements — then the three-day 

Direct Marketing Institute is for you. 

toPiCs to be CoVereD 

• Essentials of DM 

• 360° marketing 

• Offers and propositions 

• Media overview 

• DM best practices 

elizAbeth b. sMith 

Smith Browning Direct 

Beth is a 30-year veteran of direct and loyalty 

marketing and founder of Smith Browning Direct, a 

consulting firm specializing in direct response programs 

and strategic planning for commercial and nonprofit organizations. 

sCheDUle 


PrOFeSSiOnaL tM 

PrOgraM 

Ashleigh groCe sAwDon 

The APG Group 

ashleigh has been part of the senior management teams 

at major agencies and database marketing firms, 

orchestrating numerous direct marketing programs. 

Note: A rotation of the above direct marketing experts will present at the Direct Marketing Institute. 

CoUrse tyPe 

In-Person 

This course is part of DCMP 

Certification 

loCAtion DAte 

To register, go to www.dmaeducation.org or call 540.409.3366 

how yoU will benefit 

• Be up-to-date on key issues 

and principles of media, 

offers, creative, list/database 

segmenting, research, and 

testing with an emphasis on 

mail and the Internet 

• “Fast forward” your learning 

curve, your productivity for 

your employer, and your 

career advancement 

who shoUlD AttenD 

Any business professional new 

to the direct marketing world or 

looking for a refresher on new 

techniques and technology. 

This course applies to the DMA 

Certified Marketing Professional 

Program. Complete this course 

and you’ll be more than halfway 

to your certification. 

Learn more at 

www.dmaeducation. 

org/certification. 

ChiCAgo september 27-29, 2010 

new york December 6-8, 2010 

MiAMi December 13-15, 2010 

wAshington, DC January 31-february 2, 2011 

sAn frAnCisCo february 8-10, 2011 

registrAtion rAtes: DMA MeMber: DMA MeMber: $1699.00 $1699 | non-MeMber: | non-MeMber: $1999.00 $1999

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Overview 



PrOgraM 

Today more than ever you must stay on top of new media to be 

a successful direct marketer…while still understanding and 

using the proven basic principles of relationship marketing! 

To create and launch money-making campaigns both online and 

in print, you must use multiple marketing media and techniques 

correctly. Whether your focus is direct mail or print advertising, 

email marketing, mobile marketing, or exciting new social 

media…expert know-how and skills are your #1 requirement. 

In this convenient program, you’ll get in-depth, step-by-step 

instruction from today’s top experts who can quickly help you 

maximize the ROI of your campaigns. You’ll learn how to 

attract and keep new customers through all media that fall 

under the direct marketing umbrella. 

You’ll build your brand, increase your revenue, and learn how 

to create a true integrated marketing effort. 

DMA’s CertifieD MArketing ProfessionAl 

ProgrAM (DCMP) is the only ProgrAM AVAilAble 

thAt giVes yoU: 

• 360° knowledge of all marketing media and techniques 

• Practical skills to create and implement online and offline 

marketing campaigns 

• Effective multichannel marketing strategies that work 

• Solid foundation in direct marketing techniques 

• Know-how to best use new media like Twitter, Facebook, 

websites, mobile apps, and more 

Your certification as a DMA Certified Marketing Professional TM 

will significantly benefit both you and your company. And the 

certification program is designed for your convenience. 

when yoU PUrChAse the 

SAVE 15 % 

fUll CoUrse At onCe 

DMA MeMber: $2599 non-MeMber: $2899 

Certification and testing fee is included in total package ($250 value) 

PAy As yoU go 

DMA MeMber: $189/course non-MeMber: $219/course 

Register for the full course with the keycode on the address panel and receive your complimentary 

Amazon Kindle! *See back cover for details, terms, and conditions. 

DoN’t 

FoRGEt! 

Use the keycode on the 

address panel when 

registering* to receive your 

FREE AMAZoN 

KINDLE 

here’s the eAsy 4-steP 

ProCess to getting 

yoUr CertifiCAtion 

steP 1 

Complete 10 fundamental 

courses — either online (see 

pages 6-7) or in-person at the 

Direct Marketing Institute (see 

page 4). Even these fundamental 

courses cover state-of-the-art 

direct marketing concepts. 

steP 2 

Complete four advanced online 

courses (see page 8) to gain an 

even deeper understanding of 

the essential principals of direct 

marketing. 

steP 3 

Choose and complete two 

elective courses offered online. 

steP 4 

Pass a certification exam that 

covers what you’ve learned in 

the fundamental and 

intermediate/advanced courses 

only. 

Once these four steps are 

completed, you will be a 

Certified Professional Direct 

Marketer – a true milestone in 

your career that will benefit 

you for years to come. 

To register or learn more, visit www.dmaeducation.org/certification 5

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PrOgraM 

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steP 1 

Fundamental Courses 

Must complete all ten online courses or at one in-person session of Direct Marketing Institute. 

(see page 4) 

1 

sUCCessfUl DireCt MArketing: 

An introDUCtion AnD oVerView 

Gain an important overview of online and offline 

direct marketing channels – from print to web to 

social media. Explore the move towards 

integrated or multichannel marketing and 

discover how direct marketing techniques can be 

used effectively in all media. 

Understand the dynamic and growing world of 

direct marketing! You’ll review key practices and 

techniques for new and traditional media… and 

learn how to apply these in a multichannel, 

integrated environment. 

2 

CreAting CoMPelling offers 

AnD ProPositions 

Learn how to create compelling offers to achieve 

the response rates you imagine. Explore examples 

of different offers including free premiums, 

discounts, deadlines, and more. Then investigate 

how to test and discover which offer works best 

for your target market. 

Your offer is the key to the success of your 

marketing effort. You’ll learn how to create an 

effective offer for your particular product or 

service and market and explore ways to convey 

that offer succinctly and persuasively. 

3 

whAt eVery MArketer neeDs 

to know AboUt MArketing 

DAtAbAses 

This course will review strategies and key 

principles of database marketing. You’ll be 

provided detailed instruction on how to 

effectively use database marketing techniques to 

identify, segment, and target an audience, as well 

as accurately and cost-effectively reach your 

intended recipients. 

Discover how to implement state-of-the-art 

database techniques and develop a database 

strategy to meet your short- and long-term 

marketing goals. 

innoVAtion in MArketing, 

Using reseArCh AnD testing 

Recognize the importance of research and testing 

and the key role they play in successful direct 

marketing campaigns in all media. You’ll get a 

“how to” guide on effective research and testing 

techniques, plus a detailed explanation of the 

types of research used to improve direct 

marketing. Participants will also learn to develop 

a testing framework and understand the 

importance of a “control.” 

Learn how to identify and use vital research 

resources, develop a sound testing framework for 

each medium you use, and apply multivariate 

analysis when testing new offers, creative, and 

lists. 

sUCCessfUl CreAtiVe, CoPy, 

AnD Design for Print AnD web 

In this course you’ll explore successful campaigns 

to get a better understanding of how to write and 

evaluate effective copy and design. You’ll learn 

what mistakes to avoid and how to modify your 

campaign to target special interest groups within 

your marketing universe. 

Words and design are critical to the success of 

your campaign. Learn how to write and evaluate 

copy for online and print media. Design creative 

that’s easy to read and comprehend and that will 

likely elicit a response. Delve into ways copy and 

design must work in tandem for the most 

effective marketing message. 

registrAtion rAtes: DMA DMA MeMber: MeMber: $189/course $1699.00 | | non-MeMber: $219/course 

$1999.00 

To register or learn more, visit www.dmaeducation.org/certification 

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PrOgraM 

F 

Fundamental Courses 

6 

the essentiAl eleMents of 

CUstoMer MArketing 

Customer management and relationship building 

is key in today’s world. You’ll discover how to coax 

the greatest value from each and every customer, 

and explore the essential steps it takes to 

transform your organization into a customercentric 

enterprise. 

A tried-and-true element of today’s direct 

marketing is focusing on the needs and wants of 

the customer. In this course, you’ll learn how to 

segment your list to achieve the greatest value 

from each customer, manage relationships with 

your key customers, and focus on customer needs 

to achieve maximum loyalty. 

7 

DireCt MArketing MetriCs: 

MeAsUring resPonse, roi, & 

other CritiCAl fACtors 

Discover how to calculate acquisition and 

retention campaign metrics with step-by-step 

examples and exercises. You’ll learn basic direct 

marketing math and finance analysis and learn 

how to apply this new knowledge for your 

company’s benefit. 

Become skilled at tracking and monitoring your 

direct marketing using basic metrics to measure 

response. You’ll find out how to calculate both 

customer acquisition and retention metrics for 

online and offline marketing. 

8 

CreAting sUCCessfUl DireCt MAil 

CAMPAigns 

Direct mail remains an important element of 

integrated marketing. Learn how to evaluate and 

create all the elements of a direct mail package. 

You have so little time to get your customer’s 

attention; this course shows you how to make 

your package cut through the clutter and boost 

your response rates. 

Understand how direct mail fits in today’s 

multichannel marketing mix. Learn how to 

evaluate copy and design of a direct mail package 

and recognize the key elements that affect its 

success. Study direct mail production in order to 

optimize your package’s cost-effectiveness. 

9 

fUnDAMentAl eMAil 

MArketing 

Create profit- and lead-generating emails that 

stand out in overcrowded inboxes. Learn how to 

identify your target audience and send relevant, 

timely messages that garner the response you want. 

Determine how to define a specific marketing 

objective and design an effective email campaign 

to meet it. Learn to evaluate email marketing 

creative and effectively oversee email deployment. 

You’ll also discover the importance of permissionbased 

email campaigns as well as other ethical 

guidelines that will ultimately help your bottom 

line. 

10 

DigitAl MArketing for DireCt 

MArketers: web AnD seArCh 

engine MArketing 

Explore web marketing techniques like search 

engine marketing (SEM) and search engine 

optimization (SEO) that can dramatically 

increase rankings for your site. You’ll get detailed, 

practical guidance on developing effective paid 

search campaigns. In addition, you’ll see how 

pay-per-click set-up and position within results 

actually work. 

Search engine marketing is a key element in 

online success today. Now you can recognize 

relevant results for your searches and compare 

paid and organic search results. Increase the 

ranking of your website by applying on-and 

off-page factors by evaluating and gaining 

more links. 


$1999.00 


8 



PrOgraM 

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steP 2 

Intermediate/Advanced Courses 

Must complete all four online intermediate/advanced courses 

1 

ADVAnCeD DAtAbAse 

MArketing 

A perfect follow-up to What Every Marketer 

Needs to Know About Marketing Databases, this 

course takes a deeper dive into the key principles 

of database marketing including: customer 

lifetime value, predictive modeling, customer 

segmentation, RFM segmentation (recency, 

frequency, monetary), database appending, and 

tests and controls. You’ll get detailed instruction 

on effective use of database marketing in order to 

identify, profile, segment, target, and talk to your 

ideal audience. 

You’ll gain a helpful understanding of the 

importance of statistical modeling and ways to 

apply it as well as the importance of testing, plus 

the potential pitfalls you’ll want to avoid. 

2 

ADVAnCeD eMAil 

MArketing 

A great addition to Fundamental Email 

Marketing, this course will teach you to 

effectively personalize and customize your email 

marketing messages and landing page content for 

better bottom-line results. Determine the best 

frequency for your email campaigns to optimize 

both your response and your budget. In addition, 

you will gain an understanding of how to 

integrate email with both online and offline 

marketing channels for a successfully integrated 

campaign. 

Effectively segment an email content database as 

well as personalize and customize email 

marketing messages. Determine the importance 

of event-based and trigger marketing campaigns 

and how they fit into your overall strategy. Learn 

how to integrate your email campaigns into a 

multichannel approach. 

ADVAnCeD MeAsUreMent AnD 

MetriCs in DireCt MArketing 

This course builds on the foundation laid in the 

Direct Marketing Metrics course. Here, you’ll 

explore more advanced financial and marketing 

tools such as: profit-and-loss statements, related 

analysis, sales forecasting, and lifetime value 

analysis. All formulas and analytical methods are 

explained step-by-step with examples so you can 

experience and understand the calculations. 

Learn how to use a profit-and-loss statement 

and perform the related analyses including 

break-even and marketing allowable. You’ll 

identify and apply both a lifetime value analysis 

and profit-and-loss analysis to all your direct 

marketing efforts across all media. 

soCiAl 

MeDiA 

Social media is an up-and-coming channel in 

direct marketing! Learn how to create and profit 

from blogs, microblogs, podcasts, social 

bookmarking, online videos, and photos. You’ll 

discover how to develop an integrated social 

media marketing strategy, including nine critical 

points in the use of social media. 

Learn exactly what social media is and how to 

use it. Determine ways to provide business 

rationale grounded in tested direct marketing 

principles in order to add social media to your 

overall marketing mix successfully. Develop your 

own social media strategy for Facebook, Twitter, 

blogs, and more. 


$1999.00 

To register or learn more, visit www.dmaeducation.org/certification 

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essentiAl Mobile 

MArketing 



PrOgraM 

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steP 3 

Elective Courses 

Must complete at least two of the three online elective courses 

1 3 

Mobile marketing is experiencing huge growth 

and it’s only going to get bigger! To stay up-todate, 

you need to appreciate the unique nature 

of the mobile channel. In this course, you’ll 

explore examples of successful mobile marketing 

campaigns and determine how mobile can 

become a key element in a fully integrated 

campaign. Participants will study leading 

mobile adoption metrics and four strategic 

approaches to engage customer targets. In 

addition, you’ll identify industry best practices, 

rules and regulations, and understand how the 

overall mobile marketing approval process 

works. 

The mobile channel for direct marketing is 

unique and continues to expand. Discover how 

to summarize and use leading mobile adoption 

metrics and explain their relevance. And learn 

how mobile marketing – used as a direct 

response vehicle – is critical for new integrated 

marketing programs. 

2 

bUsiness-to-bUsiness 

(b2b) 

You’ll gain new skills in data acquisition and 

maintenance, offer development, and creative 

strategy. You’ll also learn how to reach and 

persuade those hard-to-reach business associates, 

whether they are the end-user, influencer, or 

decision-maker. 

Recognize key differences between business-tobusiness 

and business-to-consumer marketing. 

Identify essential sources of customer and 

prospect information needed for effective B-to-B 

marketing and develop offers to motivate your 

busy business buyers to respond. 

DireCt MArketing in 

retAil AnD e-CoMMerCe 

Redesign customer business processes for 

multichannel marketing as you learn about 

payment processing, online shopping and 

fulfillment, affiliate programs, “care and feeding” 

of online customers, and measurements of 

success. Discover how to create, maintain, and 

optimize a successful e-commerce site, including 

the design of the “perfect” shopping cart. 

Appreciate the importance of e-commerce and 

how it has changed the customer buying 

experience; and learn how business practices 

must be redesigned to meet these changes 

successfully. Develop basic website components, 

including the all-important landing page, to 

make navigation easy and user-friendly and help 

increase your conversion rate. 

steP 4 

Certification 

Test 


$1999.00 


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NEW! 

Total Search 

Marketing Essentials 

Certification 

This Search Engine Marketing (SEM) training course will take 

you through all the practical steps of paid search advertising and 

search engine optimization techniques needed to achieve higher 

rankings for your business on Google, Yahoo, and Bing. 

You’ll be introduced to all aspects of SEM, including the 

difference between paid and organic search and how to 

effectively structure, bid manage, and leverage campaigns on the 

major search engines in order to achieve the sweet spot of 

maximum scale and efficiency. 

toPiCs to be CoVereD: 

• Introduction to Search Engine Marketing 

• Fundamentals of keyword research 

• Fundamentals of site optimization and creating 

powerful content 

• Understanding paid search 

• Measuring search marketing success 

• Advanced search marketing tactics 

• Recent search innovations and a look forward 

sUzy sAnDberg 

PM Digital 

Suzy Sandberg is president of PM Digital. Since 2001, 

Suzy and chris Paradysz, as well as their seasoned 

management team, have molded the company’s vision by 

developing new products and new technologies. Before PM Digital, 

Suzy spent seven years in magazine circulation, including positions 

at Newsweek, Time Inc., and People. 

sCheDUle 

SearcH anD SOciaL 

CoUrse tyPe 

In-Person 

Certification test is included in 

your registration 


• Learn to create search 

marketing campaigns specific 

for your business 

• Develop a revenue-generating 

keyword portfolio 

• Discover how to create 

powerful search ads that drive 

traffic and sales 

• Explore your site’s analytical 

data to maximize search 

marketing success 


Professionals looking to improve 

their search engine marketing 

skills from novice to veteran. 

loCAtion DAte 

new york september 15-16, 2010 

new york november 8-9, 2010 

new york June 6-7, 2011 

registrAtion rAtes: DMA MeMber: $1399 | non-MeMber: $1699 

To register, go to www.dmaeducation.org or call 540.409.3366

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NEW! SEO Essentials 

Certification 

Make sure search engines, and your audience, can find your site 

by learning today’s most effective SEO best practices. In this 

comprehensive SEO overview, expert instructors illustrate all the 

on-page and off-page information you need to build a fully 

SEO-optimized website. 

Whether you’re just starting out and learning SEO concepts, or 

you’re a seasoned professional looking for a reference guide that 

covers all the critical checklist items, this is a course you’ll return 

to again and again. 


• SEO fundamentals & best practices 

• SEO design & architecture 

• Keyword research & competitive analysis 

• SEO copywriting 

• SEO for mobile devices 

online instrUCtors 

JessiCA bowMAn 

StuntDuble.com 

MAtt bAiley 

SiteLogic 

toDD MAliCoAt 

StuntDuble.com 

For full bios, please visit www.dmaeducation.org 

CoUrse tyPe 

Online 




• Learn how good site design 

and architecture is critical 

• Discover how to build an 

effective inbound link strategy 

• Explore the creation of 

strategies and techniques that 

get the whole team on board 

• Find out how to better 

understand how search 

engines see on-page content, 

title tags, and meta 

descriptions 


Professionals looking to improve 

their search engine marketing 

this CoUrse is offereD 

CoMPletely online AnD 

AnD inClUDes: 

• Interactive video, audio, 

quizzes, exercises, and case 

studies 

• The option to start at any time 

and take up to 3 months to 

complete 

• A completely self-paced 

environment for your 

convenience 

Content ProViDeD by 


To register, go to www.dmaeducation.org or call 540.409.3366 11

12 


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NEW! SEM & PPC 

Essentials 

Certification 

I 

From keyword research to ad copy to formula-based bidding 

strategies, Pay Per Click (PPC) remains one of the more complex 

disciplines in Internet marketing. With your competition getting 

smarter every day, it’s critical for you to have not only a strong 

foundation in PPC principles, but also advanced understanding 

in PPC economics and customer psychology. 

Our comprehensive course covers the hands-on, step-by-step 

building of your first campaign, bidding and economic 

considerations, landing page optimization, and an advanced, 

behind-the-scenes look at avoiding click fraud and Google’s 

quality score algorithm. 

You’ll not only build a solid foundation for your PPC education, 

you’ll also gain advanced tools and strategies to employ for the 

lifetime of your paid search career. 


• Writing effective ad copy 

• Structuring your PPC account 

• Bidding fundamentals 

• Keyword matching options 

• Landing page optimization 


DAViD szetelA 

Author, PPC an 

Hour a Day 

AlAn riMM- 

kAUfMAn 

Rimm-Kaufman 

Group 

MAry kingsley 

hUffMAn 

Ionic Media 

bryAn eisenberg 

Future Now, Inc. 

MiChAel stebbins 

Market Motive 

CoUrse tyPe 

Online 




• Surge ahead of your competitors 

• Learn the most current practices 

in campaign management 

• Gain superior knowledge in 

PPC economics and customer 

psychology 


Professionals looking to break 

into or improve their skills in 

search marketing. 



AnD inClUDes: 



studies 



complete 



convenience 




CoUrse leVel 

NEW! Social Media 

Certification 

I 

This vital course will teach you everything you need to know to 

form meaningful connections with your customers online using 

social media, one of direct marketing’s newest (and most quickly 

evolving) channels. 

Stay ahead of your competition in the learning curve by taking 

two days to master real-world applications and construct your 

own unique social media strategy that suits your business and 

meets your consumers where they’re most comfortable. 


• Examine the theory and foundation of social media 

• Develop a business rationale for using social media 

• Take a deep dive on the various social media options 

• Build a social media marketing plan 

• Create the groundwork for using social media — 

content strategy 

• Put social media into action 

in-Person instrUCtor 


heiDi Cohen 

Riverside Marketing Strategies 

Heidi brings over 20 years of marketing experience 

helping companies increase profitability. She develops 

innovative marketing programs to acquire and retain 

customers based on solid analytics. at riverside Marketing Strategies, 

Heidi has worked with a wide range of interactive media companies 

and e-tailers. Her clients include new york times Digital, accuWeather. 

com, cheap tickets, and the United Jewish appeal (UJa). 

online Content ProViDeD by 

in-Person sCheDUle 

CoUrse tyPe 

Online and In-Person 




• Understand social media, 

including the do’s and don’ts 

of social media marketing 

• Examine the pros and cons of 

major social marketing options 

• Develop the framework for a 

social media marketing plan 

• Learn the tactics needed to 

extend social media marketing 

effectiveness 


Any professional looking to 

break into the world of social 

media marketing. 


Jennifer lAyCoCk 

Search Engine Guide 

greg JArboe 

Founder, SEO-PR” 

JAMie o’Donnell 

Founder, SEO-PR 

MAtt bAiley 

SiteLogic 

toDD MAliCoAt 

StuntDubl.com 

loCAtion DAte 

new york october 25-26, 2010 

new york March 7-8, 2011 

new york June 2-3, 2011 



14 

CoUrse leVel 

NEW! 




I 

Online PR 

Certification 

Using Social Media to Promote Your Business 

The world of online PR is expanding into a sophisticated 

business that includes much more than online press releases. 

From blogging to YouTube to Flickr to Facebook, there is a bevy 

of new ways to gain attention for your website. 

Join our Online PR pioneers and strategists to discover how to 

use search engines, social media, video, photos, and a variety of 

viral tactics to get eyeballs and attention to your website. 


• The evolution of online PR 

• Press release optimization 

• Business blogging basics 

• Link-building 

• How to play the social media game 

greg JArboe 

Founder, SEO-PR” 

JAMie o’Donnell 

Founder, SEO-PR 

MAtt bAiley 

SiteLogic 

toDD MAliCoAt 

StuntDubl.com 

CoUrse tyPe 

Online 




• Learn to effectively manage 

your online PR 

• Explore ways to gain fast, 

effective exposure for your 

business 

• Discover best practices for 

including Flickr and YouTube 

in your online marketing 

strategy 


Professionals looking to 

effectively promote their business 

online from small business 

owners to front-line marketers. 



AnD inClUDes: 



studies 



complete 



convenience 




CoUrse leVel 

DigitaL 

NEW! Online 

Marketing 

Certification 

I 

You’ll learn how to best combine individual digital marketing 

elements (including SEO, social media, online PR, web analytics, 

PPC marketing, and conversion) to attract the customer, engage 

the consumer, and drive revenue. You’ll have confidence when 

talking with contractors, vendors, or your own internal 

marketing group as you make intelligent and well-informed 

decisions about your Internet marketing strategies. 

Whether you’re a marketer or programmer, the time-tested action 

steps outlined in this course will lead to a boost in your ROI. 


• Develop purpose and goals 

• Create and explore the user persona 

• Delve into search engine optimization 

• Examine pay-per-click (PPC) marketing 

• Make your online presence a profit-generating machine 

online AnD in-Person instrUCtor 

MAtt bAiley 

SiteLogic 

Matt is President and Founder of SiteLogic, an internet 

marketing training and consulting company. 

Prior to founding SiteLogic, Matt built Web marketing 

departments at two agencies. He has been teaching Web marketing 

to businesses since 1998 and has consulted with some of the biggest 

brands in the world. Speaking at seminars and workshops 

internationally, Matt is known for his clear teaching style that 

enables people to understand complex technical information and 

apply it to their website. 

in-Person sCheDUle 

CoUrse tyPe 

Online and In-Person 




• Discover the purpose and 

goals of online marketing 

• Learn how to sell and 

persuade online 

• Examine web analytics 

• Explore how to test and adjust 

for increased profits 


Professionals from all levels of 

B-to-C and B-to-B web marketing 

industries, including creative 

and technical talent. 

the online Version of 

this CoUrse inClUDes: 



studies 



complete 



convenience 


loCAtion DAte 






16 

DigitaL 

CoUrse leVel 


AVinAsh kAUshik 

Author, Web Analytics 2.0 

John MArshAll 

Market Motive 


I 

NEW! Web Analytics 

Certification 

While Internet marketing has many facets, all of them intersect 

at one discipline —Web Analytics. Whether you study SEO, 

Social Media, or Paid Search, success in any of those fields hinges 

on a keen understanding of your web metrics. 

Learn why segmenting is an excellent strategy for gaining insights 

into your visitors, and discover different tools that will help you 

understand visitor behavior on your website. You’ll look at your 

search data more effectively, identify all your home pages, 

understand conversion behavior, revisit the linking strategy for 

your core pages, and isolate emerging trends in your data. 


• Introduction to web analytics 

• Introduction to key performance indicators (KPIs) 

• Advanced KPI analysis techniques 

• Segmentation: Introduction and advanced segmentation 

techniques 

• Website surveys 

• Multichannel analytics: going beyond the website 

• Make your online presence a profit-generating machine 

CoUrse tyPe 

Online 




• Learn how to generate 

engaging and actionable web 

analytics reports 

• Demystify experimentation and 

testing 

• Explore the features of Google 

Analytics 

• Discover how to generate 

valuable data from internal 

analytics 


Professionals looking to 

understand and utilize web 

analytics from small business 

owners to front-line marketers. 



AnD inClUDes: 



studies 



complete 



convenience 




CoUrse leVel 

NEW! Web 

Conversion 

Certification 

online instrUCtor 

DigitaL 

bryAn eisenberg 

Future Now, Inc. 

For full bio, please visit www.dmaeducation.org 

I 

Many people don’t realize that getting users to click to their site is 

only half the battle. Getting them to purchase, register, or fill out 

your form is the true goal – and often overlooked. 

This intensive online course provides you with a comprehensive 

overview of landing page optimization and takes you through 

real-world examples of what works, what doesn’t, and steps to 

take to “always be testing.” From your expert instructors, you’ll 

learn how to retain visitors to your site and increase your 

conversion rates. 


• Introduction to conversion optimization 

• Developing an optimizations framework 

• Understanding your customers: the four personas 

• Why landing pages work 

• Establishing credibility with your users 

• Optimizing web copy 

• Conversion optimization toolbox 

CoUrse tyPe 

Online 




• Discover the biggest 

opportunities to improve 

conversion rates 

• Create a testing cycle 

• Explore the little things that 

matter most to conversion 

• Gain 10 steps to improve your 

copy 

• Learn what makes customers 

want to talk about your product 


All professionals looking to 

increase their conversion rates 

from small business owners to 

front-line marketers. 



AnD inClUDes: 



studies 



complete 



convenience 




18 

DigitaL 

CoUrse leVel 

Email Marketing 

Certification 

Co-sponsored by 

I 

Email marketing offers you the unique opportunity to reach large 

numbers of your customers and prospects at a relatively low 

cost … and delivers one of the highest ROI of all direct marketing 

channels. 

Discover how to develop the most effective email campaigns that 

get you noticed in a crowded marketplace and truly drive your 

results. You’ll walk away with winning email marketing strategies 

you can apply today to immediately begin acquiring and retaining 

more valuable customers. 


• Anatomy of an email marketing program 

• Explore email lists and databases 

• Produce creative that sizzles every time 

• The art and science of testing 

• Email marketing analytics 

• Permission, laws, and deliverability 

kAren tAlAVerA 

Synchronicity Marketing 

karen talavera is a nationally recognized email and 

direct marketing expert and President of the consulting 

firm Synchronicity Marketing, a firm that specializes in 

improving direct marketing effectiveness through multichannel 

integration. Before entering the world of email marketing with 

yesmail in 1999, karen spent nearly 10 years in a variety of 

marketing and product development positions for information 

services giant experian. 

sCheDUle 

CoUrse tyPe 

In-Person 




• Learn to comply with changing 

regulations – including recent 

updates to the Federal CAN- 

SPAM Act 

• Crank up response using the 

latest best practices 

• Reach your target every time 

• Learn what works and what 

doesn’t and improve campaign 

performance 


Professionals who are interested 

in developing their organizations’ 

strategic use of email marketing. 

loCAtion DAte 



new york April 4-5, 2011 



CoUrse leVel 

Mobile Marketing 

Certification 

I 

Today, wherever people go, their mobile phone goes with them. 

Take advantage of this and you can use mobile marketing as a 

unique, “always-on” medium to deliver new customers to your 

business at an escalating rate. 

Over two days, this expanded training course will show you 

where mobile marketing fits within the total marketing mix while 

you discover how it works, what it can achieve, and what you 

need to do to plan and implement your own highly effective 

mobile campaigns. 


• Overview of mobile marketing 

• Different mobile marketing mediums 

• Text promotions – SMS and MMS 

• Define your plan and objectives 

• Mobile communication campaigns 

• Develop mobile content 

MAtthew VAlleskey 

NeuStar 

Matthew valleskey oversees marketing and 

communications for the Mobile Services division at 

neuStar, which provides market-leading and 

innovative services that enable trusted communication across 

networks, applications, and enterprises around the world. tech sector 

for almost 20 years and is an active participant in promoting and 

evangelizing mobile marketing. 

sCheDUle 

DigitaL 

CoUrse tyPe 

In-Person 




• Understand the costs involved 

in implementing mobile 

campaigns 

• Create premium text message 

programs 

• Learn how to develop a mobile 

website 

• Build a mobile marketing 

database 

• Manage opt-ins and opt-outs 

• Track mobile campaigns and 

measure success 


Any business professional 

looking to break into the world 

of mobile marketing and 

develop effective mobile 

campaigns. 

loCAtion DAte 


new york february 23-24, 2011 

new york May 2-3, 2011 



20 

CoUrse leVel 

I 

CRM & Database 

Marketing 

Certification 

With successful customer relationship management (CRM), 

you’ll be able to profile your prospects, understand their needs, 

and build meaningful relationships by providing them with the 

most suitable products and highest level of customer service. 

But it is database marketing that is at the core of all CRM efforts. 

And an increasing number of smart companies are tapping into 

the power of their databases to enhance profitability during this 

shifting economy. This exciting seminar will prepare you to 

identify hidden opportunity within your database and master 

methodologies to cost effectively acquire new customers and 

develop long-term loyalty. 


• Discover the types of data you should be collecting 

• How to generate insight from your data 

• Explore the importance of data mining and predictive modeling 

• Learn to optimize your campaign’s channel mix 

DeVyAni sADh, Ph.D. 

Data Square 

Dr. Sadh has over 15 years of experience in the 

development, growth, and management of corporate 

marketing departments that require consulting expertise 

in customer relationship management (crM), database marketing, 

analytics, technology, and strategy formulation. She has successfully 

spearheaded the delivery of actionable marketing and communications 

solutions for clients such as aOL, american express, Disney, kraft 

general Foods, iBM, JP Morgan chase, Lotus corporation, Michelin, 

Perrier, Sun Microsystems, and USta. 

sCheDUle 

anaLyticS & rOi 

CoUrse tyPe 

In-Person 




• Understand the importance 

of data sources, hygiene, and 

integration processes 

• Discover best practices for 

using advanced analytics 

• Learn digital and online 

integration tools including 

social media and web 2.0 

strategies and tactics 

• Explore how to create and 

deploy multi-wave contact 

strategies to boost response 


Any team member in all types of 

organizations — B2B and B2C, 

large and small, for-profit and 

non-profit – who works to solve 

issues and capitalize on 

opportunities to help their 

business profit. 

loCAtion DAte 






CoUrse leVel 

I 

NEW! Metrics & 

ROI Certification 

Your marketing efforts can never be fully optimized without your 

firm understanding of measurement and ROI. And making 

decisions that ensure the financial success of your direct 

marketing programs can seem daunting. 

With this two-day course, you’ll learn the key direct marketing 

“arithmetic” and concepts that will help you think and respond 

more effectively…and get better results and maximum 

profitability for your business. 


• Understand which values determine success or failure 

• Learn to use the right promotion costs to evaluate program 

success 

• Learn approaches to determine break-even, profit, and loss 

• Benchmark common cost and response measures 

• Increase your confidence when using advanced techniques 

in-Person instrUCtor 

sCheDUle 

anaLyticS & rOi 

heiDi Cohen 

Riverside Marketing Strategies 

For full bio, please see page 13 

CoUrse tyPe 

In-Person 




• Identify economic factors that 

drive marketing profit and loss 

• Calculate break-even and 

profit or loss using costs and 

factors right for your business 

• Establish what metrics are the 

best measures of success 

• Ascertain what your customers 

are worth and how much to 

spend to acquire new ones 

• Track responses in all media, 

including the Internet 

• Determine which statistical 

formulas to apply to predict 

future behavior 


Anyone who needs to 

understand what it takes to make 

a direct marketing program 

financially viable. 

loCAtion DAte 



new york April 14-15, 2011 



22 

CoUrse leVel 

Creative and Copy 

for Print & Web 

Certification 

I 

Whether you write or manage the development of direct-response 

creative, you’ll discover dozens of new ways to streamline copy 

and get the results you want. Learn how to write clear copy and 

design compelling creative – for both print and online – in just 

two days. 

Learn how a good copywriter and creative expert can become 

great. Leaving no tools or strategies unexplored, you’ll receive 

proven strategies for writing copy and designing creative that sells. 

And you’ll put your new knowledge to work with individual and 

group exercises. 


• See (and use) examples of successful print and online campaigns 

• Prime your creative juices with brainstorming techniques 

• Develop a winning sales hypothesis/Unique Selling Proposition 

• Craft your most revenue-generating offer 

• Learn and apply proven techniques of effective copywriting 

• Revise your copy for maximum impact 

DonnA bAier stein 

Baier Stein Direct 

Donna has been a direct marketing copywriter for 30 

years. Her clients have included Hallmark cards, the 

nature conservancy, american express, World Wildlife 

Fund, Eating Well magazine and many others. Her work has won 

numerous awards, including 2003 Direct Marketer of the year by the 

new england Direct Marketing association. She co-authored Write 

on Target! with Floyd kemske and The New Marketing Conversation 

with alex Macaaron. 

sCheDUle 

creative 

CoUrse tyPe 

In-Person 




• Learn to write successful copy 

from brainstorming through 

final revisions 

• Find out how to get all pieces 

of your mail package working 

together 

• Explore shortcuts to make your 

writing easier 

• Discover the secret to writing 

powerful headlines 

• Get exposed to new creative 

techniques and dynamic word 

use 


Anyone who influences the 

creation of direct response 

copy including copywriters, 

product and brand managers, 

marketing managers, and 

creative directors. 

loCAtion DAte 





CoUrse leVel 

creative 

I 

eLearning Workshop: 

Copywriting & 

Creative for Print 

& Web 

Improve your writing skills and learn the latest techniques in 

direct marketing copywriting in this one-on-one, personalized, 

and interactive 6-week workshop. You’ll examine the primary 

goals of all marketing, compare online and in-print copy, and 

discover techniques for B2B lead generation, fundraising, 

membership acquisition and renewal. 

Courses run for six consecutive weeks from the start dates below, 

during which your instructor will guide you through weekly 

lectures and writing assignments sent via email, answer any 

questions you may have, and personally critique your work. 


• Understand the practices and principles underlying great copy 

• Master the skill of writing more powerful, profitable copy 

• Learn how to influence, persuade, and sell on the Web 

• Acquire, retain, and renew more customers 

• Edit and revise copy – and improve results 

online instrUCtor 

sCheDUle 

DonnA bAier stein 

Baier Stein Direct 

For full bio, please see page 22 

CoUrse tyPe 

Online 

Certification is not available for 

this course 


• Learn the 5 effective ways to 

break writer’s block 

• Know the 4 questions to ask 

before you begin to write 

• Discover the magical rhythm 

of 3 

• Examine 2 key elements to 

emphasize in your copy 

• Establish the 1 word you can 

almost always delete 


Anyone who influences the 

creation of direct response copy 

including copywriters, product 

and brand managers, marketing 

managers, and creative 

directors. 

loCAtion DAte 

online beginning september 7, 2010 

online beginning november 9, 2010 

online beginning february 8, 2011 

online beginning April 5, 2011 

online beginning June 7, 2011 



Direct Marketing Association 

1120 Avenue of the Americas 

New York, NY 10036 – 6700 

DMa education is your source for all things 

direct marketing, from online to offline – and 

everything in between. 

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OF in-PerSOn anD OnLine 

certiFicatiOn cOUrSeS! 

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Go to www.dmaeducation.org to register today! 

Use the keycODe On tHe aDDreSS PaneL when you register for the complete DMA Certified Marketing Professional 

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please call Customer Service at 212.790.1500. 

Key code must be used at time of registration to qualify for the Kindle. Minimum purchase required for offer is $2599 

and only applies to registration for the complete DCMP course (online or blended). This offer cannot be combined with 

any other offer. Registrants of online courses will receive the Kindle via mail. Registrants of in-person course will receive 

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FOr qUeStiOnS, please call 540.409.3366 or email dmaeducationinfo@the-dma.org.

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