PACE NONCREDIT COURSE:
Digital Marketing Channels
Areas of Study
Course Type
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Overview
Hours: 35 | CEUs: 3.5
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. This semester, a special one-day intensive covering course one (Strategy and Communications) topics will be held prior to the beginning of course two (Digital Marketing Channels).
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.
Course 1: Strategy and Communication
This one-day session explores the foundations of marketing strategy and creating an all-encompassing communications plan. You’ll learn the key processes to put your plan into motion.
Course 2: Digital Marketing Channels (Currently Enrolling)
This course further examines the various channels involved with digital marketing. You’ll learn the details and current standards for online channels. Please note that in addition to the online work, there will be two in person classes located in the Education Building Room 305M :
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- Saturday, September 10, 2022 8am-12pm
- Saturday, October 22, 2022 8am-12pm
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Key Concepts
Part 1: Digital Marketing Channels
- Creating a Storybrand for your business
- Building a strategic marketing plan
- Crafting your brand message and voice
- Brand Alignment
- Content Marketing
Part 2: Strategy and Communications
- Automation
- Email Marketing
- Owned Media/SEO
- Paid Advertising
- Social Media
- New Technologies
Curriculum
Part 1: Strategy and Communications
Part 2: Digital Marketing Channels
Frequently Asked Questions
Will I earn a certificate for completing this course?
Certificates of completion will be given to all students who have satisfactorily completed course requirements. Multi-course programs require satisfactory completion of all courses before a certificate is given.
Is financial assistance available for this course?
An application for financial assistance (in the form of a 10% course-fee rebate) is available to all enrolled students. If you feel you are eligible for financial assistance, please complete this application after enrolling. These are highly competitive scholarships and eligibility is determined on a case-by-case basis. Students deemed eligible will receive a rebate equal to 10% of the course fee paid at the time of enrollment.
How can I get additional information about this course?
For additional information, please email pace@uno.edu or call our office at 504-280-4756.
What if I need to drop this course?
All PACE courses must be dropped no later than 3 business days before the first class session to be eligible for a full refund less a $50 administrative fee. Course materials are ineligible for refunds.
Moodle & Zoom
Before enrolling, please review the following links and ensure that your computer meets these requirements.
Course Requirements
Recommended Textbook (Strategy and Communications) The textbook guide for this course is Building a Storybrand: Clarify Your Message so Customers Will Listen by Donald Miller, available in hardback, paperback, ebook (Kindle and iBook), and audiobook (Audible) formats. The guidelines set forth in this book will be the starting point of brand messaging and value statements utilized for marketing activities throughout the course. While reading it advance of the course is not mandatory, it will serve as the principle element for building a strategy and will be discussed in this one-day session. Hardware Requirements: Software Requirements:
Course Prerequisites
Completion of Part 1: Strategy and Communications (either the full course or one-day intensive) is required to take Part 2: Digital Marketing Channels
Instructor(s):
Rachel Harris Ledet
Rachel Harris Ledet is a Marketing Strategy Consultant that leads her own marketing firm 30|90 Marketing based in Greater New Orleans. With 15 years of marketing and business development experience, Rachel works with clients to increase their brand recognition, develop full-scale marketing plans, and implement business development processes. Marketing projects range from brand development, strategic planning, and culture development to digital marketing, social media and content development.
Rachel also provides training programs on presentation delivery, strategic growth planning, graphic design, networking skills, and business development outreach. Rachel has a BBA in Marketing Communications from The University of Mississippi. Leadership roles include organization such as: The Society of Marketing Professional Services, Greater New Orleans Inc.’s Next Gen Council, Family Promise of St. Tammany, Engineers Without Borders New Orleans, SMPS Southern Regional Conference Committee, Fund 17 Mentor Program, and Urban Land Institute Communications Committee.
