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University System of Maryland

Digital Marketing

University System of Maryland via edX Professional Certificate

Overview

Digital marketing is fast becoming the dominant tool in marketers’ toolboxes. While “out of home” marketing and mass communication continue to make-up a large part of a company’s marketing budget, the digital components of these budgets are growing rapidly. This is in part due to the fact that digital marketing presents the opportunity to track the ROI on every dollar spent. As such, it is critical that experts in digital marketing build both sound marketing and creativity skills, as well as significant skills in data analysis.

This program will prepare you for the future of marketing and arm you with the most critical tools and skills to drive value at your company. You will learn the key marketing skills most in-demand today, including: omni-channel marketing, marketing analytics, social media strategy, online advertising, and AI approaches to customer value analysis.

Designed by world-renowned marketing professors at Maryland Smith, home to some of the strongest marketing researchers and teachers in the world, this Professional Certificate in Digital Marketing from the University of Maryland develops the digital marketing acumen you need to take advantage of the explosive growth and rapidly evolving marketing industry. Today’s marketers face a “digital skills gap,” and when you earn a Professional Certificate in Digital Marketing from Maryland Smith, you will be future ready.

Syllabus

Courses under this program:
Course 1: Fundamentals of Digital Marketing

Learn the varied and changing approaches to digital marketing, such as mobile and omnichannel marketing and attribution and marketing mix modeling to inform your organization’s digital marketing strategy.



Course 2: Digital Marketing Analytics: Tools and Techniques

Learn how to leverage leading tools and approaches to digital marketing data analysis. Dive into SEO and Paid search strategies, web analytics, online testing, machine learning and AI/Big Data applications to strengthen your digital marketing efforts and leverage your resources most effectively.



Course 3: Online Advertising & Social Media

Learn how to develop Online Advertising Ecosystems complete with Social Media/Social Network and Media Big Data analysis for better decision making in all forms of outreach.



Course 4: Managing Customer Relationships in the Digital Environment

Learn how to harness the power of Customer Lifetime Value concepts by applying them to firm value, selection of customers and loyalty programming.



Courses

Taught by

Yogesh Joshi, Mary Beth Furst, P.K. Kannan, Michael Trusov, Liye Ma, Lauren Rhue, Wendy Moe and Lingling Zhang

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