Marketing and Advertising

CERTIFICATE IN DIGITAL MEDIA MARKETING

The marketing industry is undergoing a fundamental transformation. Consumers and businesses are increasingly shifting their attention from traditional marketing media--television, radio, and print publications--to the Internet, wireless devices, and other digital media. Today, companies must connect with customers and other businesses through digital channels and adjust their marketing mix in order to succeed. Research indicates that online marketing budgets are increasing dramatically, and online media campaigns are becoming a pivotal part of effective marketing plans. This program focuses on helping marketers build and sustain successful, integrated digital media marketing programs. Marketing professionals with expertise in this area are an invaluable asset to any organization as emerging technology continues to affect the way marketing is practiced today.Upon completion of this program, students have the ability to:

Develop and execute a digital outreach plan that solves digital marketing problems.

Integrate digital initiatives with an overall marketing plan, as well as other digital marketing efforts, including websites, e-mail campaigns, and online promotions.

Conduct consumer research in order to produce effective e-mail campaigns, a cost-effective means of generating leads, increasing sales, and enhancing CRM programs.

Target and deliver smart marketing messages to on-the-go and digital media savvy audiences.

Achieve better results in digital spending, and know and show the exact return on marketing investment.This advanced certificate, which can be earned intensively in one semester or as a self-paced program over a few semesters, is awarded to students who successfully complete five courses--two required, two core, and one elective. To ensure the best results, students are required to have a fundamental understanding of marketing or have completed the Certificate in Marketing--Marketing Fundamentals concentration. Digital media marketing experience is also recommended.

Certificate Builder

Required Courses (2 of these courses are required)
COURSE CHECK LIST		COURSE NO.	PRICE

	Web Analytics: Integrating Website and E-mail Data for Effective Digital Marketing Programs To effectively measure digital marketing programs, it is critical to integrate Web analytics and e-mail profile data. By tracking and analyzing the behavior of customers,... (click on course name to read more)	X50.9504	$785
	Digital Strategy: Creating Synergy in Your Marketing Program How can your business adapt its current marketing strategy to the latest developments in online, Wi-Fi, wireless, video-on-demand, and streaming media? Through a combination of... (click on course name to read more)	X50.9505	$785

Core Courses (2 of these courses are required)

	Internet Market Research Targeting marketing managers, researchers, and analysts, this advanced course offers an overview of online market research methodology and application. Examine how qualitative and quantitative data... (click on course name to read more)	X50.8102	$785
	Examining Social Media Networks for Brand Value Social networking websites, including MySpace, Facebook, YouTube, Gather, Twitter, Delicious, Eons, Mozes, and LinkedIn, are increasingly recognized as valuable marketing spaces. Beyond partnership opportunities, marketers... (click on course name to read more)	X50.8110	$775
	Advanced Search Engine Marketing Strategies	X50.8115	*
	Search Engine Optimization (SEO) This hands-on course is designed for website developers, online marketers, content managers, and entrepreneurs who want to be more visible in search engine results. Learn... (click on course name to read more)	X50.8125	$425
	An Introduction to Interactive Marketing Network with leading interactive marketing professionals as they share experiences from their respective fields of expertise. Advance your knowledge of interactive marketing and acquire an... (click on course name to read more)	X50.8221	$785
	From Blogs to Buzz--How to Use New Media and Influenced-Based Marketing The popularity of interactive media has transformed traditional marketing techniques: blogs are changing the news and public relations industries and traditional advertising spending is declining... (click on course name to read more)	X50.8223	$775
	Media Planning, Buying, and Analysis Explore the varierty of media options available to marketers, and how to use them in acquisition- and retention-integrated campaigns. Focus on determining target markets for... (click on course name to read more)	X50.9034	$775
	Internet Copywriting Learn how to write website copy that gets results, including higher search positions, more click-throughs, and completed transactions. Turn a simple strategy into a powerful... (click on course name to read more)	X50.9035	$785
	Narrowcasting: Using Digital Media for Selective Marketing and Advertising Marketers are constantly seeking innovative ways to capture the attention of consumers already on sensory overload. Narrowcasting is an alternative marketing and advertising medium that... (click on course name to read more)	X50.9050	$785
	Integrating Web 2.0 and Mobile Strategies Into Your E-Mail Program E-mail marketing is critical to online success. Learn how to assess and refine your marketing strategy and tactics to create relevant e-mails, employ sophisticated techniques,... (click on course name to read more)	X50.9051	$765
	E-mail Marketing: The Complete Package E-mail marketing is a proven, cost-effective way to generate sales, increase customer spending, and acquire new customers. Explore the power of e-mail marketing from strategic,... (click on course name to read more)	X50.9221	$775
	Internet Marketing Strategies With the explosion of the Internet as a marketing channel, many companies employ untested and entirely new technologies to achieve growth. In this course, examine... (click on course name to read more)	X50.9229	$785
	Strategic Search Engine Marketing Search engine marketing is today's leading Internet advertising strategy. This course provides a road map for developing a successful search program, with topics such as... (click on course name to read more)	X50.9508	$785
	Wireless Marketing: Reaching the Third Screen Today's consumers carry wireless devices wherever they go. Success in this highly personal medium requires the evolution of traditional approaches to marketing and advertising to... (click on course name to read more)	X50.9509	$775
	Advanced Web Analytics Using Omniture SiteCatalyst Building upon basic Web analytics and clickstream data analysis, use the Omniture SiteCatalyst software suite to identify key performance indicators, create and read reports, evaluate... (click on course name to read more)	X50.9511	$795

Electives (1 of these courses are required)

	Web 2.0 Strategies to Attract, Retain, and Monetize Web Traffic There are three keys to success in today's ultra-competitive online environment: attracting visitors to your site by providing compelling content and functionality, retaining visitors by... (click on course name to read more)	X50.8107	$400
	Digital Marketing Strategy and Execution Summer Intensive Successful businesses have a sense of where and how to compete, an understanding of the competitive landscape, and the ability to generate and evaluate ideas... (click on course name to read more)	X50.8108	$1,800
	Digital Out-of-Home Marketing Digital signs take advantage of rapidly-developing technologies for networking, scheduling, content management, and electronic displays. When integrated effectively, these technologies can deliver advertising that can... (click on course name to read more)	X50.9130	$755
	Digital Advertising Operations (Digital Ad Ops)	X50.9131	*
	Corporate Branding Best Practices In today's saturated consumer market, brand loyalty is an elusive commodity. In this course, learn to redefine best practices for branding and learn how to... (click on course name to read more)	X50.9219	$775
	Marketing or Public Relations Internship Program Meet industry insiders, get hands-on experience, and improve your marketability with an internship in marketing, advertising, research, entertainment and events marketing, data mining, interactive marketing,... (click on course name to read more)	X50.9220	$775
	Analyzing Consumer Behavior	X50.9241	*
	Customer Acquisition, Retention, and Win-Back Strategies Focus on managing your greatest asset, your clientele, by learning to develop strategies that lead to customer retention and reactivation. Discussions address analyzing and targeting... (click on course name to read more)	X50.9277	$775
	Data Analytics, Interpretation, and Reporting Translate market research data into decision-making information for managers. This course examines how to use product design, promotion, and pricing to create an analysis plan... (click on course name to read more)	X50.9283	$785
	Word-of-Mouth Marketing Strategies and Techniques Companies recognize the power of word-of-mouth marketing as an effective and inexpensive way to promote their brand and to attract new customers. Learn strategies to... (click on course name to read more)	X50.9501	$765
	Developing Online Promotions That Get Results Companies of all kinds use simple Internet promotions to drive traffic to their websites. Learn how to create a database, build a loyalty program, and... (click on course name to read more)	X50.9502	$755
	Digital Entertainment, Marketing, and Advertising Examine the competition among traditional and digital pipelines to the consumer (Internet, broadcast, cable, satellite, wireless/mobile) which have led to unprecedented consumer control over entertainment... (click on course name to read more)	X50.9507	$765
	Strategies for Delivering Effective Marketing Presentations To be a successful marketer, it is essential to present ideas clearly and persuasively. Learn how to pitch an account, ask for a raise, or... (click on course name to read more)	X50.9597	$775
	Online Videos: Strategy, Development, and Distribution With today's user friendly video devices and YouTube, anyone can create a Web-ready video. But is this an effective means to communicate your company's marketing... (click on course name to read more)	X50.9837	$785