Certified Internet Marketer


The University of Washington Bothell School of Business has partnered with the Internet Marketing Association to offer the UWB-IMA Certified Internet Marketer (CIM) professional certification program. This 100% online course provides participants with the foundational Internet marketing education needed to succeed in today’s fast-changing online business environment. No previous background with the subject material is necessary. A typical student will take 14-16 hours to complete the course curriculum.

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Successful completion of the certification course will result in a certificate that is co-signed by the Dean, School of Business and Chairman, IMA. In addition, this program provides these benefits-

  • No-cost IMA premium membership as a unique resource for comprehensive, timely information and perspectives that you won’t find anywhere else, along with the resources, tools and connections to help your career flourish in the marketing community. Currently, the IMA boasts over 1,000,000 members. 
  • Access to latest industry trends and data.
  • Advocacy for internet marketing best practices.
  • Promotion of those successfully earning the professional certification (Certified Internet Marketer) on IMA website.
  • Invitation to attend the IMA conference, IMPACT--its annual leadership gala event.

Program Design

The certification course is divided into six lesson areas, culminating in a final exam to certify Internet marketing knowledge. 

1. Overview of Internet Marketing:

The broad array of digital marketing including social media, mobile marketing, and online analytics

2. Online Acquisition:

Search marketing, display advertising, search engine optimization

3. Online Conversion:

Site personalization, online A/B and multivariate testing, content targeting, dynamic recommendations

4. Online Retention:

Email marketing, online surveys, voice of customer (VOC) strategies

5. Online Analytics & Measurement:

Measuring website performance with digital analytics, business goals and standard metrics to consider, tactics for telling “stories” with data to drive better online business decisions

6. Data-Driven Marketing:

Creating a culture and decision-making practices based on data, developing closed-loop marketing strategies and programs


You will learn from experienced Internet marketing practitioners. These practitioners draw from decades of combined Internet marketing experience at pioneering companies such as Microsoft, Omniture, Adobe, Foresee, Ancestry.com and others. The roster of instructors includes both senior marketing leaders as well as a published author on web analytics.

Online learning platform

You will learn these techniques on an online learning platform. The intuitive, user-friendly system also includes clear instructions for navigating the site, reviewing lesson presentations, and, taking quizzes and the final certification exam. Lessons can be viewed via online streaming media as well as PDF presentations in a convenient, self-paced sequence. Other features include a personalized events calendar, recent activities and alerts to fully engage the online course participant.

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