Graduate Certificate in Digital Experience
Developed and co-delivered in partnership with Twin Cities’ digital marketing professionals, our graduate certificate in Digital Experience provides you the most relevant educational experience possible in today’s rapidly-emerging digital environment.
If you are a seasoned marketing professional who wants to stay current or an emerging marketing leader seeking specialized knowledge, you will gain the analytical skills and marketing knowledge you need to understand, acquire and retain customers in today’s digital marketplace. You’ll develop expertise in digital strategy, marketing analytics, digital marketing platforms and channels, and hone your people and project management skills.
Part-time graduate certificate program
- Evening courses designed for working professionals
- Complete at your own pace taking one or more courses per term
Graduate Certificate in Digital Experience
The Graduate Certificate in Digital Experience provides:
- Developed and delivered in partnership with Twin Cities’ digital marketing professionals
- Immersion in digital marketing strategy, website design and development, as well as "deep dives" in search, display, email, social and mobile marketing, with analytics to enable optimization
- Elective offerings to further customize your learning
- Taught by faculty with professional experience in digital strategy and marketing
- Flexible scheduling designed for working professionals
- Apply graduate certificate credits to a St. Thomas Flex MBA degree
Curriculum and Course Descriptions
13.5 - 18 credits total
Prerequisite Courses* (4.5 credits)
This course examines statistical and analytical methods including sampling concepts, regression analysis, hypothesis testing, forecasting, quality control, simulation and database management.
Designed to build a practical understanding of the frameworks and tools that are frequently used to solve marketing problems. The course will examine strategy formulation and the marketing mix (product, price, place and promotion) tied to a thorough assessment of the marketplace (company, competitors, customers, etc.). You will develop essential skills related to using marketing research, performing quantitative and qualitative analysis, and thinking critically about marketing decisions related to strategy and tactics.
*Students who are pursuing the graduate certificate and are not current MBA students may be eligible to waive OPMT 600 or MKTG 625 and the associated credits for each course if prior coursework has been completed. Students who are current MBA students will take these prerequisite courses as part of their MBA curriculum.
Required Courses (7.5 credits)
Digital marketing continues to rise and has become core to marketplace success. This course provides an overview of how digital marketing significantly contributes to the achievement of business goals and priorities. We will examine the concepts, strategies and applications related to websites, display advertising, search, email, social and mobile marketing with an explicit focus on how each area can be utilized to acquire and strengthen customer relationships across the customer life cycle.
Prerequisite: MKTG 600 or 625.
Marketing decisions are increasingly data driven. In this course, you will learn how to analyze marketing data to inform effective decision making. You will also develop a deeper understanding of current and emerging customer needs through the use of a broad range of marketing analytic techniques and gain hands-on experience with marketing data tools to develop useful customer insights to guide marketing decisions.
Prerequisite: OPMT 600 and MKTG 600 or 625.
This course is a deep dive into the new and exciting world of the digital marketing experience. We begin with a framework for developing an effective digital marketing strategy in alignment with business goals and priorities. Next, we will delve into a study of digital marketing channels including websites, display advertising, search, email, social and mobile marketing. The course culminates with teams developing a capstone digital marketing strategy and plan that applies what you’ve learned to a real or concept business.
Prerequisite: MKTG 774 or 775.
Elective Courses (3 credits)
Can creativity be taught? Explore the literature of creativity, study creative people and their contributions to society, and how creative ideas form and are communicated. Examining and developing strategies to actualize the creative potential of individuals and groups is an essential part of the course.
Designed for entrepreneurs, managers, and consultants interested in creating and reinforcing an entrepreneurial atmosphere within established organizations. We will examine how managers affect the nature and rate of innovation through organizational culture, structure, communication, reward and control systems. An emphasis placed on how individuals initiate, launch and manage ventures within corporate settings. This course integrates theory and practice through readings, discussions, cases, field work and projects.
An expansion upon basic marketing theory, this course focuses on strategic planning and decision making as it applies to the product/brand manager. You will learn a practical, structured approach to developing product/brand management skills through hands-on applications of the concepts presented and develop your skills in the formulation, execution and evaluation of the effectiveness of product/brand strategies and tactics. We will utilize extensive case studies, applied exercises and, in some sections, a product management computer simulation to develop and increase your understanding of the role of the product/brand manager. Prerequsite: MKTG 600 or 625.
This course focuses on developing the quantitative, analytical skills needed to gain insight into the resolution of practical business problems. Learn to analyze and solve management problems using spreadsheet-based methods. Specific methods of clarifying objectives, developing alternatives, addressing trade-offs and conducting a defensible quantitative analysis will be presented. Topics include spreadsheet modeling, linear programming, transportation modeling, decision analysis, project management and simulation. You will also be introduced to building decision support models using Visual Basic Applications (VBA).
Explore the various legal, regulatory and ethical issues that relate to collecting, using, retaining and securing personal data. We will examine industry-specific data privacy requirements for several industries, including health care and financial and credit reporting. Other topics will include legal and ethical issues related to the use of data in social media and behavioral advertising, liability for information security risks, and the duty to comply with international, federal and state laws governing information security. You will develop the multi-disciplinary awareness and analytical thinking necessary to when considering technological, strategic, managerial and ethical issues related to big data, privacy and information security.
This course will investigate emerging social media and engagement opportunities, considering how new communication technologies are being adopted by socially networked individuals, and how professionals can use these platforms appropriately to advance business communications objectives. In the process, students will discover principles of social networking theory and discuss how emerging technologies are gaining traction by being social, spreadable, and for communications professionals, measurable. These tools will not only assist in understanding and leveraging current technology, but assist in analysis and strategic implementation of future technologies useful to marketing and communication for business.
Professional Effectiveness Courses (3 credits)
As project managers, we face impossible schedules, unrealistic specifications and limited budgets. As leaders we face personnel issues, motivation requirements and organizational issues. This course will provide insight and practical examples of the areas of knowledge needed to practice effective project management in today's dynamic work environment. You will learn why similar pitfalls are often encountered with each new project as we examine the chaotic project life-cycle, the complexity people bring to projects and the reasons why our organizations continue to become more chaotic. You will examine the new phase development of project management and use numerous disciplines to create a more dynamic and flexible project management methodology, including: industrial behavior, psychology, human behavior, chaos and complexity, organizational behavior, and systems theory.
Businesses increasingly use teams to get work done at all levels of the organization, but often teams are not managed effectively. This course examines when teams are the right choice (and when they are not), how to be an effective team member and leader, and how to diagnose and solve common team problems. You will also examine how teams operate under special circumstances, e.g., cross-functional, temporary, global and distributed (or virtual).
This course provides a selected survey of theory and research on social influence and persuasion, drawing primarily from work in the social sciences. It is designed to build a conceptual foundation for you to develop your skills and techniques for increasing message persuasiveness, instigating behavioral and attitude change, and protecting yourself from unwanted persuasion. Topics covered have broad applicability both within and outside business contexts but relate particularly to issues in marketing, sales and management. Class will utilize a variety of approaches including lecture, case analysis, and both instructor- and student-led discussion.
Our business culture demands concise and meaningful communications that can both inform and influence decision makers. This course serves as an introduction to principles that effectively link storytelling to successful business outcomes using a variety of communication channels and skills. You will explore the meaning of information and its effect on organizational strategy and culture; be able to build a structured thinking process or informational dashboard to tell a compelling story; and gain confidence in understanding and using information to influence outcomes.
The two core purposes for the course are to: (1) learn the principles of presenting information that makes an emotional connection to the listener framed by organization strategy and culture; and (2) refine your storytelling capabilities.