Digital Marketing

Gain skills and confidence in the art of persuasive communication and the science of data analytics.

Digital marketers learn to be nimble thinkers, skilled in both the art of persuasive communication and the science of data analytics. If you're ready to up-skill in the high-demand area of digital marketing, our program gives you a deep background in both, along with helping you build the intuition you’ll need to blend them into effective strategy. There are seven courses required for the certificate (21 total credits) and each online course lasts eight weeks.

This certificate program is a quick, low-cost, online micro-crediential that can help you advance in your current role or open new doors.

You’ll learn from industry leaders about:

Marketing theory and concepts of consumer behavior.
What drives viral sharing and learn how to facilitate it.
How to analyze digital customer behavior data.
How to optimize a website and digital ads.
How to use email and social media marketing.

$141K

2020 median annual pay for advertising, promotions and marketing managers (U.S. Bureau of Labor Statistics)

70%

Percentage of new value created in the economy over the next decade that will be based on digitally enabled platform business models (www.weforum.org)

22%

Projected growth in employment for marketing research analysts over the next decade. (U.S. Bureau of Labor Statistics)

Course Requirements (21 total credits)

DM 101 - Introduction to Digital Marketing (3 credits)

Introduces foundations in digital marketing and provides a survey of the various digital media channels, including email marketing, search marketing, and social media marketing.

DM 201 - Career Navigation and Exploration in Digital Marketing (3 credits)

Guides students in exploring career paths in digital marketing, identifying target jobs, and developing skills to attract employers, ultimately helping them secure fulfilling and financially rewarding marketing jobs.

DM 220 - Going Viral and Growth Hacking (3 credits)

Introduces key concepts in creating organic growth, including the STEPPS framework, organic and non-paid strategy, market potential, and content strategy. Industry certificates in HubSpot’s Content Marketing and Search Engine Optimization are also earned in this course.

DM 310 - Social Media Marketing, Brand Awareness, and Engagement (3 credits)

Covers the nuances of social media marketing strategy, including brand research, buyer personas, paid vs. organic, content creation, and A/B testing. Industry certificate in HubSpot’s Social Media Marketing Strategy is also earned in this course.

DM 311 - Lifecycle and Email Marketing (3 credits)

Focuses on frameworks for creating effective email campaigns with consideration to customer lifecycle stage, including techniques for segmentation, personalization, automation, testing, and campaign design. Industry certificate in HubSpot’s Email Marketing is also earned in this course.

DM 315 - Digital Marketing Analytics and Experimentation (3 credits)

Explores the tools and techniques for marketing data analytics, defining performance metrics, analyzing website behavior, reporting results through data storytelling, and designing experiments. Industry certificate in Google’s Analytics 4 Certification is also earned in this course.

DM 420 - Growth Marketing and Multi-channel Digital Marketing Capstone (3 credits)

Covers the development of an effective, portfolio-ready multi-channel digital marketing strategy, including concepts such as leveraging platform attributes, targeted growth, goal-oriented campaign design, experimentation, and data analysis. Industry certificate in Google’s Ads Search Certification is also earned in this course.