Digital Marketing includes all comprehensive marketing efforts involved with promoting and selling products and services through online channels. While innovation and technology are constantly evolving, the basics of digital marketing reflect the same foundations as traditional marketing: reaching a target audience with a prescriptive message, in order to form a connection that leads to action. This program will teach you the full integration of a strategic marketing campaign and the tools and processes necessary to put your plan into motion. Topics will cover marketing strategy, content marketing, website, automation, social media, owned media, paid media, and email marketing.
The certificate consists of two courses taken over two semesters. Each course features a key concept or project, building up to a full course portfolio that students will have as a showcase piece at the end. Lecture, reading, group assignments, projects and guest speakers will cover the variety of topics included in these courses for a dynamic learning environment. The courses build on each other and must therefore be taken in order.