Digital Marketing Certificate

This course surveys factors that marketing managers take into account when creating a marketing plan, including consumer behavior principles, market segmentation, product life cycle, packaging, branding, pricing, advertising, sales promotion, public relations, personal selling, product distribution methods and key laws affecting marketing practices. The course takes a practical approach to explaining how to identify marketing objectives and determine strategies for reaching them. It is useful to general business students, students who plan marketing management or marketing communications careers and those who wish to be better informed consumers. This course is also offered online. Prerequisite: Goal 1 writing requirement plus 30 credits must be satisfied.

Full course description for Marketing Principles

This course is designed to provide insights into digital marketing strategy and various digital channels. Students will gain an understanding of the trends, concepts, and tools of digital marketing that companies use to engage with current customers and attract new. This course covers topics such as Search Engine Optimization (SEO), online advertising, social media marketing, email marketing, and similar topics.

Full course description for Digital Marketing

This course gives students a contemporary background in digital marketing analytics. The course integrates two areas: marketing analytics and digital marketing. Students will be able to develop marketing decisions in a richer, and more powerful, way using a quantitative, data-driven approach. They learn how to develop marketing goals, from the consumer journey, that measure the brand¿s success. Then, students conduct different statistical analyses that interpret how well marketing goals are met. These different statistical analyses allow students to get a very practical understanding about how to make the types of complex and important decisions needed for 21st century marketing management.

Full course description for Advanced Digital Marketing Analytics

This course teaches a strategic approach to understanding and executing the full array of marketing communications. Topics include the essential role of integrated marketing communications (IMC) within the marketing function, product and service positioning, and the advantages, disadvantages and uses of various promotional tools such as advertising, sales promotion, publicity, public relations, personal selling and direct marketing. Special attention will be given to the constant changing role of interactive media. The course will focus on the process of developing effective IMC strategies that satisfy both promotional objectives and marketing goals, and developing an IMC plan.

Full course description for Integrated Marketing Communications

This course is designed to provide students with the opportunity to effectively promote and advocate for events, organizations, or issues using a variety of social media and multi-media. Students will combine online writing (or blogging) with other forms of social networking and media (wikis, YouTube, Facebook, and/or Twitter) to build a comprehensive online initiative promoting a timely and relevant issue or event either of their choosing or provided by the instructor. Students will increase their knowledge of online rhetoric, audience research, planning for media events, script or treatment writing, and evaluation of communication programs.

Full course description for Communicating with New Media

This course explores radio/audio and you learn about podcast creation, international radio programs for development and digital storytelling. Students learn the craft of writing for the ear which can be translated to professional work in broadcast media, advertising, speechwriting or work as an independent artist. Through work as writers, directors and voice talent, students produce projects that range from short dialogue pieces and storytelling to news documentaries, podcast and radio plays.

Full course description for Podcasting: Writing and Producing for Audio/Radio

Content strategy encompasses the creation, management, testing, and governance of content, whether that be a website, printed document, social media, or other forms of information. In this class students will gain a comprehensive understanding of content for contemporary information-intensive organizations as well as hands-on skills to create effective, user-friendly, and culturally sensitive content.

Full course description for Content Strategy