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Digital Marketing Certificate

This graduate certificate explores several aspects of the new digital marketing environment, including topics such as digital marketing analytics, media preferences, social media marketing, and emerging media. When you complete the graduate certificate you will have a richer understanding of the foundations of the new digital marketing landscape and acquire a new set of stories, concepts, and tools to help you digitally create, distribute, and promote products and services.

• 12 credit certificate - 4 core courses
• 100% online courses

Curriculum & Schedules

Code Course Name Credit Hours
DGM600 Emerging Media 3

Web 2.0 & 3.0 technology has enabled the development of a wide variety of social media; including, but not limited to Facebook™, Twitter™, Pinterest™, SnapChat™, Tik Tok, Linked-In™ and a myriad of topical blog sites. Communications professionals must understand the nature and scope of these media as well as the strong likelihood that these media will soon morph into new forms as the Internet continues to evolve. This course allows students to understand the strengths and weaknesses of all forms of emerging media as well as the need for next generation capabilities.

DGM620 Media Preferences 3

Marketing campaigns have always focused on target markets and the media preferences of the membership of these markets. But as Web 2.0 and 3.0 technology-based media become user-friendlier, their usage is becoming more pervasive. That said, the rate of adoption of the various forms of media is not as predictable
as one might imagine. This course informs participants of the current media preferences of selected target markets as well as the factors that are impinging upon these preferences and initiatives underway to influence these preferences.

DGM645 Social Media Campaigns 3

Marketing campaigns have generally focused on the problems, interests and needs of customers in a given target market. And the goal of MARCOM has always been to persuade customers to make an increasingly stronger commitment to a brand and its related offerings. Social Media is disrupting this paradigm; perhaps
best exemplified by the strong likelihood today that many customers will check out what others are saying about a brand or its offerings before making further commitments/purchases. Campaigns must be designed to capitalize on this trend in order to be successful. This course provides case studies that demonstrate the
successful incorporation of early adopters and thought leaders into campaign development strategies.

DGM660 Digital Media Analytics 3

Google was only the first to provide data about the decision-making processes of consumers. Now, virtually all social media sites provide data about the behavioral preferences of their followers. This course explores web site optimization, web site submission, link-marketing strategies, pay-per-click advertising campaigns,
email marketing tactics, affiliate marketing, traffic patterns, customer web logs, banner ads, and landing pages. Other topics include Google analytics, mining, real time analytics, predictive analysis and text analytics. Other digital formats, software options for web mining, analyzing click-stream data and key metrics for
measuring consumer behavior are addressed with current analytical and next generation tools.