Home / Academics / Find a Program / Digital Marketing Certificate Program / Digital Marketing Certificate Program Course Requirements | Ursuline - Liberal Arts College in OH
An introduction to marketing theory and its applications, including the study of the marketing functions as they relate to market research, product decisions, pricing, promotion, distribution, and marketing management and decision making.
Study of the theoretical concepts of consumer behavior. Topics include information research, perceptions, memory and learning, attitudes affecting consumer decision strategies, environmental influences, purchase and post-purchase behavior. Computer literacy required.
The average consumer spends 2.5 hours per day on social media sites and this course explores how to effectively use social media to move those consumers to action. In order to be a successful marketer, you must be able to plan a campaign which aligns with strategic goals, execute using the appropriate channels and tactics, and measure the success or failure of your efforts. By the end of this course, you will learn how to do just that. This online class has optional live sessions.
Email marketing is vital to modern businesses and a primary tool in any skilled marketer?'s toolkit. In this course, you?'ll learn how to craft successful email marketing campaigns for sales, engagement, and activation. By the end of this course, you?'ll know how to write emails that drive customers to take desired actions and how to structure campaigns for maximum effect. You?'ll also build your own marketing campaign. This online class has optional live sessions.
How do you find what you're looking for on the internet? Chances are you turn to google or another search engine. Companies use Search Engine Optimization (SEO) and Search Engine Marketing (SEM) to make sure you see them first every time you turn to a search engine. By the end of this course you'll learn how to optimize a website so that it shows up first on a search, and how to build search ads that will drive customers to your website. This online course has optional live sessions.
Marketing professionals today have access to incredible amounts of data. The ability to use this data is what differentiates successful marketing efforts from failed ones. In this course, students will learn how to analyze digital customer behavior data using a range of tools, and use that data to test marketing hypotheses and improve customer acquisition.
"Going Viral& is the goal of most web-based marketing content. Companies that generate content that can spread through the internet organically are the most successful in growing their brand. This course will teach you what drives people to share content and how to build content that is shareable and meme-worthy. By the end of this course, you will understand what drives viral sharing and learn how to facilitate it. This online class has optional live sessions.
