Digital Marketing Certificate

The content in this certificate aligns with the Online Marketing Certified Associate (OMCA) credential, which is offered by OMCP. Digital marketing helps organizations promote and sell products and services through online marketing methods such as social media messaging, website ads, Facebook marketing campaigns, Google AdWords, and more. It's vital to develop a marketing strategy that keeps up with the technology. This Certificate in Digital Marketing covers the strategic issues, marketing methods and tactics, industry terminology, and best practices. 

Courses included in the Digital Marketing Certificate:

• Social Media Marketing
  This course focuses on teaching the principles, best practices, and strategies for incorporating social media into a marketing plan. There are various ways that social media can be used for marketing, including defining a clear brand voice, improving reputation, and engaging with customers. Learners identify how to integrate their social media with mobile, a hub website, and email marketing. Use strategic metrics for tracking success.
  
   
• Marketing Automation
  Explore the buying cycle and purchase funnel, along with measuring content strategies and calculating the value of customers, followers, likes, and mobile loyalists. This course introduces the single customer view as it relates to cultivating leads and covers customer relationship management and email marketing, with emphasis on multi-touch campaigns and lead scoring. Discuss loyalty programs and methods for measuring their effectiveness.
  
   
• Content Marketing
  Examine how content is used to build brand awareness and establish the brand as a trusted source of expert advice. With an emphasis on key concepts, definitions, and metrics, the course examines ways that marketers can tailor their content to meet the specific needs of potential customers as they travel through the sales funnel. 
  
   
• Search Engine Optimization
  Search Engine Optimization (SEO) encompasses the practices and metrics of trying to increase a web site's ranking with search engines. Learn how to leverage both content and technical features in order to increase ranking while also learning about the latest tools to measure performance. 
  
   
• Web Analytics
  Learn how to plan and assess website business strategies using web analytics. Define key performance indicators, segmentation follows, and strategies for how to categorize website visitors. Understand how to plan for and design dashboards, and how qualitative research offers deeper business insights. In addition, cover conduct split and multivariate testing, and implement web analytics best practices.
  
   
• Paid Search (PPC)
  Paid Search advertising, also called pay-per-click (PPC), is used to pay for traffic to visit a website. Explore search marketing, the search process, and the buying cycle. Cover how to set up a successful PPC account, set and measure goals, and optimize keyword usage. Examine components of effective ads and landing pages, how to optimize ad targeting, and when to use search or display advertising. The course then delves into research and analysis considerations, such as report creation, improving quality score, and using A/B and multivariate ad testing.
  
   
• Conversion Rate Optimization
  Conversion Rate Optimization is the process of steady and incremental marketing improvement to yield stronger results. Discover the five key steps to Conversion Rate Optimization and how the process interacts with other facets of digital marketing. 
  
   
• Mobile Marketing
  Introduction to mobile marketing, looking at strategies for reaching target audiences through multiple channels, including websites, email, social media, and mobile apps. With an emphasis on key concepts, definitions, and metrics, the course explores ways that marketers can leverage the unique benefits of mobile devices to drive profitable customer action.
  
   
• Digital Marketing Strategy
  Creating a digital marketing strategy is crucial to meeting the marketing goals of the organization. There are many benefits to effective digital marketing including improved brand perception, more efficient lead generation, and better customer satisfaction levels. This course offers a step-by-step introduction to the process of creating such a strategy, with an emphasis on key concepts, definitions, and metrics.

Course Dates and Times

This workshop is offered through our continuing education online partner.