Digital Marketing

The Digital Marketing certificate is intended to serve the needs of students who hope to obtain a credential in digital marketing.  In addition, the Digital Marketing certificate can serve as a bridge for students who do not meet minimum GMAT and/or GPA requirements to the Master’s in Digital Marketing Program.  Students who complete the certificate with a 3.5 GPA will be waived from taking the GMAT. Courses for the program will primarily be offered in Stamford.

Admission Criteria

  • Bachelor's degree from a regionally accredited four-year college or university
  • Completed Graduate Application for Admission, including a resume and official undergraduate and graduate transcripts
  • Two letters of recommendation from employers or faculty
  • Personal statement of interest in and qualifications for the graduate program
  • Admission requires approval by the John F. Welch College of Business

Program of Study | 12 credits

  • MK 661 Marketing Management* (3 credits)
  • MK 670 Digital Marketing (3 credits)
  • MK 671 Marketing Analytics (3 credits)
  • MK 680 Applied Topics in Marketing (3 credits)

*For students with substantial work experience in marketing, an additional MK 680 course may be substituted for MK 661 with the consent of the program director

Course Descriptions

MK 661 Marketing Management
Explores how firms analyze market opportunities; select target markets; develop the marketing mix (product, price, place and promotion); plan; manage; organize and control the marketing resources throughout an enterprise; deal with competition; and extend marketing to the global marketplace.

MK 670 Digital Marketing
Examines the rapidly evolving dynamics of digital marketing. Emphasis is on consumer behavior and opportunities, problems, tactics and strategies associated with incorporated digital methods into the marketing function. Internet and mobile marketing tools such as search engine marketing, social media, and viral marketing are addressed.

MK 671 Marketing Analytics
Explores how companies assess marketing performance. It is a survey course covering a variety of return on investment metrics for marketing investments. The course introduces formulas and ratios used to gauge customer profitability, product portfolio  mix as well as advertising and web spending effectiveness. Links between finance and marketing are pointed out.

MK 680 Applied Topics in Digital Marketing
This course covers in-depth one digital marketing topic from an applied perspective. The topic is examined from a company’s point of view with multiple examples from industry. Students work hands-on learning what practitioners do within the topic on a day-to-day basis. Topics rotate throughout trimesters.

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