Digital Marketing Undergraduate Certificate online

A workshop course in which students read about writing practice and theory and learn strategies for developing and revising pieces of non-fiction writing. Students share their writing with the instructor and their peers, get feedback on drafts, and consider this feedback as they progress through the writing process. At least one writing project should be developed over four different drafts. This course develops students’ writing competency on the college level.

Major emphasis on techniques for solving business problems, the development of marketing policies, and the sale of consumer and industrial products. Various marketing decisions are examined with respect to product planning, channels of distribution, promotion activity, selling and sales management, pricing, and international marketing.

The course entails the study of core web marketing concepts and digital marketing strategies. Topics include disruptive technologies, networks, social media, affiliate marketing, online advertising, search engine marketing, and web analytics. The course adopts a strategic marketing approach to help students understand the value creation principles underlying various new digital business models and monetization. Students implement live web projects in which they learn and apply concepts such as digital curation, content creation, keywords advertising, and search engine optimization. The course emphasizes ethical approaches to safeguarding and protecting the privacy of consumers and other stakeholders for the implementation of digital marketing initiatives.

Digital social media, such as Facebook, Twitter, Spotify, and YouTube, have become increasingly important elements of consumers’ daily routines and, as such, are attracting a growing level of attention by marketers. Social media change the nature of social interactions, which enables new ways for consumers to express positive as well as negative feelings and thoughts about a brand. Brands can use social media, either in the form of social network sites or company-owned pages, to not only establish powerful brand communities, but can also elevate their after-sale service via social media through individualized consumer communications. Social networks lead to a substantially accelerated diffusion of information and thus require a different handling with more-active-than-ever customers. The course is designed to help students understand and assess brands’ successful or unsuccessful practices of social media marketing by focusing on uses and applications of social media marketing. Thus, it takes an applied approach to social networks and social media platforms. Students in this course will develop the relevant knowledge about social media platforms through practices, demonstrations, and analyses of social media business applications.