Digital Marketing

Offered By: University System of Maryland via edX

Course Description

Overview

Digital marketing is fast becoming the dominant tool in marketers’ toolboxes. While “out of home” marketing and mass communication continue to make-up a large part of a company’s marketing budget, the digital components of these budgets are growing rapidly. This is in part due to the fact that digital marketing presents the opportunity to track the ROI on every dollar spent. As such, it is critical that experts in digital marketing build both sound marketing and creativity skills, as well as significant skills in data analysis.

This program will prepare you for the future of marketing and arm you with the most critical tools and skills to drive value at your company. You will learn the key marketing skills most in-demand today, including: omni-channel marketing, marketing analytics, social media strategy, online advertising, and AI approaches to customer value analysis.

Designed by world-renowned marketing professors at Maryland Smith, home to some of the strongest marketing researchers and teachers in the world, this Professional Certificate in Digital Marketing from the University of Maryland develops the digital marketing acumen you need to take advantage of the explosive growth and rapidly evolving marketing industry. Today’s marketers face a “digital skills gap,” and when you earn a Professional Certificate in Digital Marketing from Maryland Smith, you will be future ready.

Syllabus

Courses under this program:
Course 1: Fundamentals of Digital Marketing

Learn the varied and changing approaches to digital marketing, such as mobile and omnichannel marketing and attribution and marketing mix modeling to inform your organization’s digital marketing strategy.

Course 2: Digital Marketing Analytics: Tools and Techniques

Learn how to leverage leading tools and approaches to digital marketing data analysis. Dive into SEO and Paid search strategies, web analytics, online testing, machine learning and AI/Big Data applications to strengthen your digital marketing efforts and leverage your resources most effectively.

Course 3: Online Advertising & Social Media

Learn how to develop Online Advertising Ecosystems complete with Social Media/Social Network and Media Big Data analysis for better decision making in all forms of outreach.

Course 4: Digital Customer Analytics

Learn how to harness the power of Customer Lifetime Value concepts by applying them to firm value, selection of customers and loyalty programming.

Courses

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4 weeks, 3-5 hours a week, 3-5 hours a week
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In this business and management certificate course focused on the foundations of digital marketing, you will gain an understanding of how the digital economy works and develop the critical insights necessary to succeed in e-commerce and digital and social media marketing.

The fixed and mobile Internet and related technologies exert a profound influence on how business and social institutions evolve, how they are challenged—and sometimes, even displaced. Companies that were non-existent a few short years ago, including Facebook, LinkedIn, and Uber, have dramatically changed how we interact, communicate and navigate our world. Even Amazon and Google are relatively “young” by any measure. If you’re an entrepreneur, investor, manager, or student, you need thoughtful approaches to navigate and win in this new, evolving environment.

This online course is organized around four broad themes and leverages relevant theory and analysis, as well as numerous practical examples to develop key learning points and accelerate your knowledge of digital marketing.

The themes are:

● Behavioral foundations for understanding and navigating the new online-offline landscape

● New forms of interaction, including formation of networks and reputation building

● Tools and principles of digital marketing action including online advertising on fixed and mobile devices

● New media platforms and emergence of various marketing channels and mixed marketing models

This course is beneficial to marketing professionals, analysts, entrepreneurs, small business owners, investors, and consumers.

This course is part of Maryland Smith’s Digital Marketing Professional Certificate. For more information, see here.
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4 weeks, 3-5 hours a week, 3-5 hours a week
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Businesses today have access to an increasingly large amount of detailed customer data, and this influx of “big data” is only going to continue. Combined with a detailed history of marketing actions, there is a newfound potential for deriving actionable insights, but you need the tools to do so. Using real-world applications from various industries, this course will help you understand the tools and strategies used to make data-driven decisions that you can put to use in your own company or business.

This valuable data may include in-store and online customer transactions, customer surveys, web analytics, as well as prices and advertising. You’ll also learn how to assess critical managerial problems, develop relevant hypotheses, analyze data and, most importantly, draw inferences to create convincing narratives which yield actionable results. Artificial intelligence and machine learning will be explored as tools to deepen analytical skills and acumen and hone decision making.

This comprehensive exploration into digital marketing analytics tools and techniques is critical knowledge for any marketing influencers, digital marketing analysts and product and brand decision makers within small and medium businesses as well as larger organizations with international reach.

This course is part of Maryland Smith’s Digital Marketing Professional Certificate. For more information, see here.
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4 weeks, 3-5 hours a week, 3-5 hours a week
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Building an online brand and outreach strategy is paramount to any social media planning and strategy. The vast amount of data, customer insights, platforms and networks are re-imagined each day, demanding the marketer to be a savvy predictor. This course will prepare you for a comprehensive approach to online advertising, detailing various analysis approaches and selecting the right networks and the right messages. You will explore relevant and trending concepts such as: social media ads, active users, advertising platforms, advertising strategy, advertising, hashtags, influencers, landing page, seo, ad spend, advertising options, email marketing, google adwords, lead generation, video ads, click-through rate, and content marketing. Be prepared to plan and allocate resources to the advertising that creates an impact.

This online course is designed for online media strategists, marketing analysts and managers, marketing brand and strategy experts and digital marketing leaders.

This course is part of Maryland Smith’s Digital Marketing Professional Certificate. For more information, see here.
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4 weeks, 3-5 hours a week, 3-5 hours a week
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Turn your digital marketing data insights into customer insights and selection techniques through the application of customer lifetime value concepts. You will learn from marketing science experts who will leverage the latest in research and proven application of customer engagement tools and strategies. Explore how to create customer value and evaluate marketing actions, identify and select customers and turn loyalty programs into long term solutions. You will also analyze customer churn and its impact and explore the latest Direct to Consumer Models and other valuation tools.

This online course is designed for marketing managers and analysts, customer relationship managers, and strategists in any sized organization and company.

This course is part of Maryland Smith’s Digital Marketing Professional Certificate. For more information, see here.

Taught by

Yogesh Joshi, Mary Beth Furst, P.K. Kannan, Michael Trusov, Liye Ma, Lauren Rhue, Wendy Moe and Lingling Zhang