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Social Media and Internet Audience Profiling

A core course in the Social Media Specialized Studies Program. A required course in the Internet Marketing Certificate Program.

Course closed to new registrations: Call ( 949 ) 824-5414 for more information or sign up below to be notified when this course becomes available.×

Course Description

Understand how to use the Internet and social media to create audience profiles. Through qualitative research methods and monitoring social media demographics, you will learn to identify the social media applications and strategies best-suited to reach specific targets. The course will address the techniques and best practices for identifying and engaging your audience to ensure the effectiveness of resources spent on social media, public relations, branding and marketing efforts.

This online course may include live webinars using an online meeting software called WebEx Training Center. The dates of these webinars would be determined during the first week of class. All webinars will be recorded and posted on the course website for those who cannot participate in the live sessions.

  • Be notified when this class becomes available!

  • Details
  • $625
  • March 31, 2014 to May 04, 2014
  • Delivery Mode: Online
  • Reg#: 00097
  • ID/Units: MGMT X461.53  (1.50)
    ( Section 1 )
  • Quarter: Spring 2014


Mike Moran is an expert in digital marketing, search technology, social media, web analytics, machine learning, and text analytics. Mike is a freelance consultant and professional speaker who also serves as Senior Strategist for marketing tech startups Converseon and SoloSegment. Previously, Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM's customer-facing website,, most recently as the Manager of Global Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike is the co-author of the best-selling book, Search Engine Marketing, Inc., which is now in its third edition, sole author of the acclaimed agile marketing book, Do It Wrong Quickly, and co-author of Outside-In Marketing, on the intersection of Big Data and Content Marketing. Mike is certfied Speaking professional for the National Speakers Association, a Senior Fellow for the Society for New Communications Research, a board member for the Search Engine Professionals Organization (SEMPO), and holds 12 US patents. Mike has been an instructor at UCI since 2010, winning the UCI Distinguished Instructor Award in 2013.

Rob Petersen is President of BarnRaisers, a full service digital marketing solutions company using proven relationship principles and ROI to build brands. Rob has 20+ years in the advertising industry as EVP/Chief Strategy Officer for Omnicom and has held leadership positions at FCB, Euro RSCG and Saatchi & Saatchi. He has twice been recognized by the American Marketing Association with Edison Awards, which are given to individuals responsible for launching major, new product innovations. Rob is on the MBA faculty at Rutgers CMD where he teaches courses in Digital Marketing, Social Media, Web Analytics and Measurement and ROI.

Textbook Information

Textbooks for your course may be purchased from any vendor or bookseller of your choice.

Required Textbook(s):

Book - ISBN: 9781422161982
Charlene Li and Jeff Bernoff, 1 ed, Harvard Business School Press

Meeting Schedule

EventDateDayStart TimeEnd TimeLocationRoom
START03/31/2014Monday------Online (Access Begins)---
END05/04/2014Sunday------Online (Access Ends)---