In a time when consumers are more aware of marketing than ever, it’s important for professionals to create personalized content that is delivered across a variety of channels. But when budgets are limited, marketers must be strategic and constantly evaluate campaigns to make data-driven decisions and calculate ROI.
Integrated Digital Marketing equips students with the skills to create high-value collateral, identify opportunities in the digital realm, and track campaign performance. The three-course certificate program delves into personas, SEO, SEM, digital marketing, email, website, and social media strategies that will help professionals engage with their customers, drive sales, and boost buy-in from an executive team.
Program Scope and Sequence
Formerly known as Content Marketing Analytics, the Integrated Digital Marketing program consists of three required 21-hour courses offered in succession. Upon completion, a certificate will be awarded.
Participants who do not want to take the entire sequence are welcome to take course(s) that interest them pending prerequisite knowledge.
Who Should Attend
Designed for both beginners and current professionals, the program is appropriate for individuals who want to sharpen their writing, analytical, and technology skills to better strategize and evaluate marketing campaigns.
Upon completion of the program, students will be able to create impactful marketing campaigns, deliver them across a variety of channels, and analyze ROI.
They will be able to:
- Understand digital marketing as a holistic endeavor
- Define marketing’s role in the customer journey
- Discover a cohesive marketing technology stack
- Write effective communications that span traditional and digital channels
- Develop personas and client-centered content to drive engagement
- Evaluate dashboards and reports to calculate ROI
- Leverage technology to forecast a campaign’s success
Continuing Education Units
Continuing Education Units (CEUs) are awarded based on a standard of one unit per ten (10) hours of classroom contact.
Note: The University reserves the right to cancel courses due to insufficient enrollment or other unforeseen circumstances
BUSAD 5835: Digital Marketing The course will explore digital marketing as a holistic endeavor, examining web development, search engine optimization, display advertising, social media, and inbound and outbound lead generation. Students will develop an understanding and appreciation for technology-rich concepts in modern marketing.
Class information: 6 to 9 p.m., Thursdays, August 26 to October 7, $625 with a $50 discount for registering by August 19
Course delivered via Zoom
BUSAD 5833: Content Marketing The course will demonstrate how content works together in an articulated campaign. Students will learn the fundamentals of content marketing: creating personas and customer-centered content, developing a strategy, and evaluating a campaign’s success.
Class information: 6 to 9 p.m., Thursdays, October 21 through December 9 (no class on Thanksgiving), $625
Course delivered via ZOom
BUSAD 5834: Measuring Marketing Success The course will transform the way students view marketing’s purpose and value. At the course’s completion, students will be able to measure and evaluate the performance of a variety of campaigns and tactics.
Class information: 6 to 9 p.m., Thursdays, January 13 through February 24, $625
Course delivered via Zoom
Registration link coming soon