Traditional marketing is rapidly changing and today's marketers must be well versed in social media, mobile marketing, analytics and more. Whether you are a recent graduate, accomplished marketing professional or looking to change careers, our four-course digital marketing graduate certificate will provide you with the knowledge and skills to advance your career.
The graduate digital marketing certificate program is designed to serve the needs of students who hope to obtain advanced training in digital marketing. This certificate, taught by an expert team of industry professionals, will provide you with a solid foundation—from providing a solid grasp of the core concepts and tools of digital marketing management to evaluating digital marketing strategies—and combines it with practical real-world experience. In this certificate, you will dive into market analysis and analytics, while also covering the fundamental marketing concepts.
Start with our four-course digital marketing certificate and upon completion apply those 12 credits to our 36-credit master's degree.
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
This course 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.
Examines the rapidly evolving dynamics of digital marketing. Emphasis is on consumer behavior and opportunities, problems, tactics, and strategies associated with incorporating digital methods into the marketing function. Internet and mobile marketing tools such as search engine marketing, social media, and viral marketing are addressed.
This course 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, and advertising and web spending effectiveness. Attention is drawn to links between finance and marketing.
This course explores in-depth coverage of 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 to learn what practitioners do within the topic on a day to-day basis. Topics rotate throughout trimesters.
