Digital Marketing Certificate

Course Descriptions

Digital Marketing Strategy 

As consumers increasingly turn to the digital marketplace of the Internet, organizations recognize that they can better reach and connect with their customers, clients, or prospects through digital marketing. There are many benefits to effective digital marketing, including improved brand perception, more efficient lead generation, and better customer satisfaction levels. That can translate into the sale of more products and services. Creating a digital marketing strategy is crucial to meeting the organization's marketing goals. This course offers a step-by-step introduction to the process of creating such a strategy, emphasizing key concepts, definitions, and metrics. 

Content Marketing 

This course introduces content marketing, a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. With an emphasis on key concepts, definitions and metrics, the course examines how marketers can tailor their content to meet the specific needs of potential customers as they travel through the sales funnel. Learners will explore how content is used to build brand awareness and establish the brand as a trusted source of expert advice. 

Conversion Rate Optimization 

This is the process of steady and incremental marketing improvement to yield stronger results. In this course, learners will discover the five key steps to Conversion Rate Optimization and how the process interacts with other facets of digital marketing. Through various instructive techniques, including subject matter expert videos and case-study scenarios, this course provides learners with the knowledge and resources to be more effective professionals. 

Marketing Automation 

This course is designed to help learners develop a solid understanding of the basic concepts and techniques they will encounter as practitioners in the marketing automation field. Module 1 explores the buying cycle and purchase funnel, measuring content strategies and calculating the value of customers, followers, likes and mobile loyalists. Module 2 introduces the single-customer view on cultivating leads and covers customer relationship management and email marketing, emphasizing multi-touch campaigns and leads scoring. It also discusses loyalty programs and methods for measuring their effectiveness. Finally, learners will combine this knowledge with business concepts to better inform marketing decisions for themselves or those they serve. 

Mobile Marketing 

In the age of smartphones, it is a foregone conclusion that marketing efforts should be accessible on a mobile device. This course introduces mobile marketing, looking at strategies for reaching target audiences through multiple channels, including websites, email, social media and mobile apps. With an emphasis on key concepts, definitions and metrics, the course explores ways that marketers can leverage the unique benefits of mobile devices to drive profitable customer action. 

Paid Search (PPC) 

Paid Search advertising, also called pay-per-click (PPC), is used to pay for traffic to visit a website. In this course, learners will explore search marketing, the search process, and the buying cycle. Also included is how to set up a successful PPC account, set and measure goals and optimize keyword usage using various strategies. Learners will then examine components of effective ads and landing pages, how to optimize ad targeting, and when to use search or display advertising. The course then delves into research and analysis considerations, such as report creation, improving quality scores and using A/B and multivariate ad testing. 

Search Engine Optimization (SEO) 

Learn how to encompass the practices and metrics of trying to increase a website's ranking with search engines. This course will engage learners through various assignments that span the history and technology of the World Wide Web. Students will learn how to leverage both content and technical features to increase ranking while also learning about the latest tools to measure performance. These aspects are then incorporated into real-world scenarios that challenge students to apply what they have learned. 

Social Media Marketing 

Using social media in marketing is practically a requirement in today's highly connected digital world. However, diving into social media marketing without some foundation in the basics can be confusing and complex. This course teaches the principles, best practices, and strategies for incorporating social media into a marketing plan. The first module teaches how social media can be used for marketing, including defining a clear brand voice, improving reputation, and engaging with customers. The course then examines how marketers can incorporate social media activities into a focused marketing plan. Learners identify how to integrate their social media with mobile, a hub website and email marketing. They also learn how to use strategic metrics for tracking success. 

Web Analytics 

This course is designed to help learners develop a solid understanding of the basic concepts and techniques they will encounter as practitioners in the web analytics field. Topics of major concern discussed in Module 1 include a summary of web analytics concepts and important terms, along with the organizations and personnel who use web analytics. The course defines key performance indicators and discusses their selection and implementation. A discussion of segmentation follows, with strategies for categorizing website visitors. Learners will also learn how to plan and assess website business strategies using web analytics. In Module 2, learners will explore reporting and dashboards related to web analytics. Students will understand how to plan for and design dashboards and how qualitative research offers deeper business insights. In addition, students will learn how to conduct split and multivariate testing and implement best practices for web analytics. 

These courses can be taken individually or as part of a Certificate. To earn a certificate, students must complete the content of each course and achieve an average test score of at least 70% for each.