Nataly Baiz
The marketing industry is undergoing a fundamental transformation. Consumers and businesses are increasingly shifting their attention from traditional media marketing to the Internet, wireless devices, and other digital media. Today, companies must connect with customers and other businesses through digital channels and adjust their marketing mix in order to succeed. Research indicates that digital marketing budgets are increasing dramatically, and digital media campaigns are becoming a pivotal part of effective marketing plans. This program focuses on helping marketers to build and to sustain successful, integrated digital media marketing programs. Marketing professionals with expertise in this area are invaluable assets to any organization as emerging technology continues to dictate the way marketing is practiced today.
Upon completion of this program, students have the ability to:
- Develop and execute a digital deployment plan to solve digital marketing problems
- Integrate digital initiatives with an overall marketing plan, as well as other digital marketing efforts, including websites, search, e-mail, social media, mobile campaigns, and various online promotions
- Conduct consumer research in order to produce effective search, e-mail, social, and mobile campaigns and a cost-effective means of generating leads, increasing sales, and enhancing customer relationship management (CRM) programs
- Target and deliver smart marketing messages to on-the-go and digital media-savvy audiences
- Achieve better results with digital spending, and show the exact return on marketing investment
This certificate can be earned intensively in one semester or as a self-paced program over multiple semesters. It is awarded to students who successfully complete six courses—three required, two core, and one elective. This program requires that students have at least two years of extensive marketing experience prior to enrolling. Students without a strong marketing foundation should first take Marketing Principles and Practices/MKFD1-CE9247.
Please note: This program curriculum is currently being updated and will re-launch after the Spring 2014 semester. In the interim, students are able to continue taking courses for the Certificate and current Certificate students will still be able to complete the program after this semester.