Graduate Certificate in Digital Marketing

Overview

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In this for-credit graduate certificate program, you’ll explore several aspects of the digital marketing environment, including topics such as digital marketing analytics, search engine optimization, social media marketing, and 3D printing.

Upon earning your graduate certificate, you’ll have a strong foundation in digital marketing and a new set of concepts and tools you can use to digitally create, distribute, promote, and price products and services.

Syllabus

Course 1: MBA 545 - Marketing in Our New Digital World
- In this course, you will examine how the digital revolution is changing the marketing landscape and explore its impact upon both firms and consumers. You will examine four ways in which the analog world has been affected by the digital revolution: domination, resistance, synergy, and transformation. You’ll also review the foundations of marketing—product, promotion, placement, and price—and examine how these foundations are being shifted by the rise of the digital revolution.

Course 2: MBA 542 - Digital Marketing Analytics
- In this course, you’ll learn about the science of web analytics. You will build the foundation needed to apply data analytics to real-world challenges marketers confront daily. You will learn to identify the web analytic tool right for their specific needs, understand valid and reliable ways to collect, analyze, and visualize data from the web, and utilize data in decision-making for agencies, organizations, and clients.

Course 3: MBA 543 - Digital Media and Marketing
- In this course, you will learn the role of digital channels in an integrated marketing campaign and understand why you need a digital strategy. You will explore the critical role of digital media as the delivery channels of marketing communication and delve into the impacts of digital revolution in marketing, as well as the rise of the marketing technology industry.