Digital Experience Certificate

Student Goals

Goal 1: Students understand fundamental principles of Digital Marketing, with an emphasis on determining how to best utilize each Digital Marketing Channel.

Objective 1: Learn how to utilize the five digital marketing channels (Websites, Display Advertising, Search, Email, Social Media and Mobile Marketing) to increase reach and relevance of messaging with prospects and customers.

Objective 2: Learn how to measure and optimize the effectiveness of our marketing efforts in each of the five digital marketing channels (Websites, Display Advertising, Search, Email, Social Media and Mobile Marketing).

Objective 3: Learn to apply course material to conduct and assessment of how companies are performing in each Digital Marketing and to present recommendations on how to improve performance.

Goal 2: Students learn how to apply best practices in developing a Digital Marketing Strategy, Marketing Plans, and a developing a deeper dive into each Digital Marketing Channel.

Objective 1: Learn methodology to develop a Digital Marketing Strategy and apply that methodology to create a Digital Marketing Strategy for a real business.

Objective 2: Learn the methodology to develop a best-in class website and apply that methodology to create a real website for a business.

Objective 3: Learn hands on use of platforms to increase the effectiveness and efficiencies of managing Digital Marketing Channels.

Goal 3:

Objective 1: Students understand a hands on understanding of how to set up, monitor and optimize the effectiveness of Digital Marketing campaigns.

Objective 2: Students learn to use state of the art Digital Marketing Analytics tools such as Google Analytics and Adobe Analytics for daily analysis and prepare dashboards for sharing outcomes and recommendations with execs, peers and staff.