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 deployment 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.
