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Digital Marketing Fundamentals Certificate Program

(6 weeks) 12 hours per week meeting time(Virtual)

Shorter College offers a six-week certificate program for marketing professionals to improve their knowledge and application of the theory and practice of digital marketing. This is also open to those who have a keen interest in the sphere of digital marketing.
In this program, you will learn the terminology and strategy for Internet search, social media, web analytics, mobile marketing and digital display advertising from a professional who is an expert in the field. You will participate in a team project to put learnings from class lectures into practice for real-world digital brands. This class project will culminate in presentations during the last class.

Student Learning Outcomes: Upon successful completion of this certificate, students will be able to:

  • Understand and apply segmentation, targeting, positioning, branding, and the marketing mix in pursuit of long-term marketing objectives.
  • Develop and apply integrated marketing strategies for all channels.
  • Analyze principles, techniques and major functions of management and business organizations.
  • Create Search Engine Marketing (SEM) & Conversion Rate Optimization (CRO) techniques (campaigns), evaluate their effectiveness and recommend changes that will improve an e-commerce campaign’s conversion rates.
  • Understand the various methods of online display advertising and create online display ad campaigns and measure its ROAS (return on ad spend based on budgeting) for an e-commerce site.
  • Understand and interpret web analytics; determine the appropriate KPIs for any type of website and make appropriate recommendations to an e-commerce website based on the conversion funnel and analytics.
  • Understand and implement best practices in marketing to a database of current and potential customers via email.
  • Create compelling content including titles, bylines and copy and utilize knowledge of social media tactics to design an effective social media campaign.
  • Use new media including social media, blogs, web sites and online portfolios for course presentations and job preparation.
  • Effectively use a variety of industry standard tools and processes for producing contemporary forms of digital media across multiple delivery platforms and delivery systems.

Targeted Audience

This program is designed for marketing professionals or those interested in working in one of the following functional areas:

  • Sales
  • Account management
  • Media (traditional and interactive)
  • Social media marketing
  • Community managers
  • Public relations
  • Mobile marketing
  • Marketing research
  • Database management

Benefits

By the end of this program, you will have a solid understanding of:

  • Search, both SEO and paid
  • Web analytics
  • Display advertising on the Internet
  • Mobile marketing
  • Social media marketing
  • Digital marketing strategy

 

Topics/Syllabus

Week 1 – Digital Marketing Landscape

  • Drivers of Digital Marketing and the internet.
  • What is Inbound Marketing?
  • How is content tied to online?

Week 2 – SEO and Website Design/Content

  • Paid, owned and earned media with customer journeys
  • Three pillars of digital marketing
  • Understanding how the various channels and media fit within each pillar
  • Understanding how various channels work alongside the customer journey
  • Importance of SEO in web design and landing pages

 

Week 3 – Paid Search and Paid Social Advertising

  • Adding to our knowledge of paid media
  • Advertising on Google, Facebook and LinkedIn

Week 4- Email & Mobile

  • Leveraging customer data
  • Adaptive experiences in email marketing
  • Mobile and the convergence of physical and digital worlds
  • Mobile first, mobile disruption

Week 5 – Display and Programmatic Advertising

  • How marketers use ad networks, exchanges and partners to serve ads
  • The digital display ecosystem and personalizing the experience

 

Week 6 – How to Build a Digital Marketing Campaign and Analytics

Possible employment options

  • Digital Marketing Analyst
  • Digital Marketing Manager
  • Affiliate Marketing Executive 
  • SEO Executive 
  • PPC Executive 
  • Content Marketing Manager
  • Social Media Marketing Manager
  • Mobile Marketing Executive

 

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