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Certified Digital Marketing Professional

Dive into the tools that power marketing efforts


Build on the information gained in Digital Marketing Fundamentals (the pre-requisite for this program) and explore the tools used by marketers across the customer lifecycle through brand awareness, interest, trial and loyalty. Led by our prof + prof model-you’ll learn from St. Thomas Faculty (prof) and industry professionals (prof) working every day with these promotional channels and strategies.

Choose this program to gain a solid understanding and hands-on practice with email, mobile, social media marketing and search and digital advertising. You’ll leave the program feeling confident in your knowledge of:

  • Trends in digital marketing 
  • The strategy behind which tools and promotional channels to use in your marketing efforts
  • Methods for measuring effectiveness and optimizing each channel
  • How to use each tool with guidance from instructors throughout the program
  • Real-world examples of how organizations are using digital marketing

As part of this program, you will use several tools that are available for free or at a low cost for your organization. You'll be able to go back to work with a digital marketing strategy to hand to your marketing team. 

Please note, this program has a pre-requisite of Digital Marketing Fundamentals (DMF). The DMF program must be completed prior to starting this program. If you have questions about this requirement, please contact Karen Locke using the form on the right (or below in mobile).  

Topics Covered

Take your digital marketing skills to the next level

Expanding on topics covered in Digital Marketing Fundamentals (the pre-requisite for this program), you will explore how different promotional channels help to guide your consumers through the customer lifecycle, use tools to practice building campaigns, and understand when and how each tool can be used in your marketing efforts.

Module 1: Display and Search Advertising
6 classroom hours

Display and search advertising can be used in each stage of the customer lifecycle to both acquire and retain customers. Most often, display and search advertising is used to draw customers to your website. You will leave this session with:

  • The ability to write content that is attractive to search engines to improve your organic search results – Search Engine Optimization (SEO)
  • Experience building paid search campaigns and using a keyword planner – Search Engine Marketing (SEM)
  • Insight into display advertising opportunities and best practices along with hands-on discovery of tools to use in order to get started
  • Understanding of how to measure and optimize in each area

Module 2: Mobile Marketing
6 classroom hours

Recent research shows that, on average, we look at our mobile phone 160 times per day. This provides significant opportunity for mobile marketing – and is something to keep in mind when creating websites, email and social media campaigns and in making decisions about search marketing. During this session you will work through case studies and hands-on exercises to:

  • Explore the areas of digital marketing where mobile friendly options are critical to consider
  • Gain an understanding of the agile method for creating apps
  • Become familiar with methods for motivating customer downloads of apps, leveraging feedback into the development process and the difference between white label and custom apps
  • Practice mobile communications such as text and push strategies, geo fencing, beacons, and mobile wallet
  • Understand how to measure and optimize for the mobile experience

Module 3: Email Marketing
6 classroom hours

Email is often one of the primary tools used by marketers to reach their audience. How is this done in a way that doesn’t overwhelm the customer base and aids in moving customers through each stage of the customer lifecycle? While building your own email campaign, you will discuss:

  • Marketing automation from simple to complex
  • How to select the right email tool(s) for your needs
  • Best practices in areas such as marketing segmentation, subject lines, timing of message delivery and design
  • How to measure and optimize email messaging with A/B testing and understanding of common email metrics

Module 4: Social Media Marketing
6 classroom hours

Many of us use social media multiple times a day, but how is the use of this tool in the personal realm different than creating a social media strategy for your organization? Using social channels such as facebook, twitter, linked in, you tube, Instagram, and snap chat, gain an understanding of why social media is an important promotional strategy to consider, how to create a strategy around this ever-changing area and what success could and should look like. After completing this session, you will understand:

  • How to create a social media strategy focused on telling your story in a compelling way
  • Tools and tips for creating social media content based on your audience
  • The difference between paid and organic posts as well as how to select the right channels for your organization
  • Methods for measuring success and optimizing content for your audience 

Module 5: Capstone Digital Marketing Strategy
14 classroom hours

You’ve taken an in-depth look at various digital marketing channels, thought about which channels work and may not work for your audience, but now how do you bring it back to your job? This session will help you walk through each step of creating your own digital marketing strategy whether it is for your business, an organization you volunteer with or a fictional company. You will walk through and complete each phase of your digital marketing strategy, including:

  • Business Goals and Priorities: Identify and/or set business goals with appropriate measures and set priorities aligned with goals
  • Brainstorming: Identify key stakeholders for brainstorming, review rules for conducting a brainstorming session and discuss how to solicit, collaborate and record opportunities
  • Prioritization: Score opportunities in terms of impact and burden, create a prioritization matrix, and explore different methods used to prioritize
  • Plan: Determine the timing of approved initiatives, map out the marketing plan and discover tools to aid in marketing planning
  • Present: Return to your office with experience presenting your plan with the help of your classmates. You’ll present in class as a trial run and get feedback before bringing it back to work. 

Is This For Me?

Gain skills in an area of job growth and opportunity

The world of digital marketing is constantly changing. With the latest Capgemini Consulting survey showing that only 8% of companies have staff well trained in digital marketing, there are clear opportunities in this area.

Digital marketing takes an understanding of the tools and strategy to fit these channels into your marketing strategy. This program has been designed for:

  • Traditional marketers looking to expand their skillset with digital tools and strategy know-how
  • Supervisors leading teams working within the digital space
  • Technical professionals who have a basic understanding of the tools but not the strategy driving business decisions
  • Those looking to transition into positions within digital marketing

Program Format:

This program is typically offered in the summer (June), fall (October) and spring (February). Class meets 10 times over the course of five weeks with two meetings per week. The timing of these sessions may be in the evening, afternoon or full day. See Dates & Registration for more details. 

Instructors

Our instructors are known for their real-world experience as well as expertise in developing educational opportunities for adult learners

This program uses the prof + prof model, meaning you'll learn from a team taught program including a St. Thomas faculty member (prof) and a professional (prof) working in this area. This combination provides the best of both worlds.

Gino Giovannelli

Gino Giovanelli

As a proven leader in the interactive marketing space, Gino Giovannelli created Miles Interactive in 2006 to help clients identify how to best leverage the Internet to delight customers and maximize business success.  Miles Interactive clients include Caribou Coffee, Famous Dave’s, Life Time Fitness and Sun Country Airlines, Bloomington Convention & Visitor Bureau, University of MN Alumni Association and MN Super Bowl Host Committee.   

Prior to starting Miles Interactive, Giovannelli served as Vice President of Carlson Interactive, an Interactive agency within Carlson Companies.  During his tenure at Carlson, Giovannelli was responsible for the online success of Carlson businesses such as Radisson Hotels & Resorts, Country Inn & Suites, TGI Fridays, Regent Seven Seas Cruises and Carlson Wagonlit Travel.  In addition, Carlson Interactive also served the needs of external clients such as The Home Depot, Saturn, Northwest Airlines and British Airways.
  
Giovannelli received a Bachelor of Science in Mechanical Engineering from Bucknell University, and attended the Institute for European Studies in Vienna, Austria. He is a graduate of the MBA Program at the Carlson School of Management, University of Minnesota, and completed the Carlson Companies Executive Leadership Program at the University of Minnesota.   
 
Currently Giovannelli is an adjunct professor at the University of St. Thomas and has been a guest speaker at the University of Minnesota.  He is also a featured presenter for AMA (American Marketing Association) and MIMA (Minnesota Interactive Marketing Association).

Internet Marketing Essentials

Carie Otto

Carie is a Paid Media Strategist at Three Deep Marketing, an online marketing agency in St. Paul, MN. She manages pay-per-click campaigns in AdWords, AdCenter, LinkedIn and Facebook for various clients across consumer products, home improvement, healthcare, and education verticals. 

Previously, Carie was the Online Marketing Manager of Executive Education and Professional Development Programs (now Executive Education) for the University of St. Thomas, where she managed the email process from creation to delivery of HTML email messages. She also managed paid search marketing for the center.

‌‌Todd Hedberg - Instructor - Executive Education - Strategic Social Media Marketing

Todd Hedberg

Todd is proud graduate of the St. Thomas Evening M.B.A program ('12) and currently works as the Director of Digital Marketing for Widex USA. Prior experiences include roles as the Sr. Digital Marketing Manager at TCF Bank, Digital Marketing Manager for Starkey Hearing Technologies and a B.A. in Marketing Management from Gustavus Adolphus College ('03). He is highly passionate about the limitless opportunities brands have today to with mobile and social media marketing to engage individuals and inspire communities.

Adam Dince

Adam Dince is the Director of Digital Marketing at Arrowhead Holdings.  At Arrowhead, Adam leads demand generation and digital marketing strategy for a variety of e-commerce properties.

Prior to Arrowhead, Adam was Director of Earned Media at Deluxe. Before Deluxe, Adam was VP, Director of Search and Content Strategy at MRM-NYC, the full-service digital agency leg of McCann WorldGroup.  In this role, he helped built regional centers of excellence, managed global search teams and strategies across some of the world’s most recognized brands.

Outside of Arrowhead, Adam helps businesses of all sizes develop and implement holistic digital strategies. He also teaches digital marketing at the University of St. Thomas, the University of Wisconsin-Milwaukee, and sits on the Digital Marketing Technology Advisory Board at the University of Wisconsin-Stout.

Adam has over fifteen years of internet marketing experience spanning across SEO, PPC, email marketing, content strategy, Web development, social media marketing and optimization, web analytics, and holistic digital marketing strategy.

Adam received his BS in Business Information Systems from San Diego State University and his MBA in Integrated Marketing Communication from St. Catherine University in St. Paul, Minnesota. Additionally, Adam co-wrote the organic search section of the book “Digital Impact: The Two Secrets to Online Marketing Success”, by Geoff Ramsey, CEO of eMarketer. And Adam’s book, “Hopeful to Hired” was published and released November, 016.

Adam is a sought after speaker and avid blogger about all things digital marketing. He keeps his own blog, www.adamdince.com, as well as guest blogs other highly reputable digital publications.

Your Investment

Invest in your career - Gain a strong ROI

Price: $3,525
3.8 CEUs

Why Certified Digital Marketing Professional (CDMP)?

Upon completion of this program, you’ll do your Monday smarter with:

  • Tactical skills in digital marketing, an area identified as lacking in 90% of companies (Capgemini Consulting Survey)
  • A strategy for implementing or improving one or more digital marketing channel within your current or future organization based on goals and priorities
  • Hands-on experience working with specific digital marketing tools, some of which are available for free or at a low cost to your organization
  • The know-how to suggest the best digital marketing channels and associated tools based on your organization’s goals
  • Insights from instructors who are experts in the field and can be a resource after you return to work
  • The ability to evaluate effectiveness and optimize within the digital marketing channel(s) that best fit the business model, customer base and focus of your organization

Additional Program Details:

  • Cost includes tuition, learning materials and refreshments.
  • Continuing Education Units (CEUs) are non-credit educational experiences; one CEU is equivalent to 10 contact hours of study and will be noted on your completion certificate. 
  • Program sessions are held on the downtown Minneapolis campus. Parking is available within one block.
  • Digital Marketing Fundamentals is the prerequisite for this program. 

Why St. Thomas Executive Education?

At St. Thomas Executive Education you will:

  • Gain practical tools from experienced faculty
  • Learn current, real-world skills you can apply on Monday (and every day)
  • Network with other professionals working in business
  • Have a personalized experience from program exploration to successful completion

All of this leads to a smart, practical and personalized experience to gain confidence and excel in your career. With over 30 open enrollment programs, we can help you dive into a specific topic area, understand business terminology and further develop your leadership and management skills.

Why St. Thomas Executive Education?

At St. Thomas Executive Education you will:

  • Gain practical tools from experienced faculty
  • Learn current, real-world skills you can apply on Monday (and every day)
  • Network with other professionals working in business
  • Have a personalized experience from program exploration to successful completion

All of this leads to a smart, practical and personalized experience to gain confidence and excel in your career. With over 30 open enrollment programs, we can help you dive into a specific topic area, understand business terminology and further develop your leadership and management skills.