8 Months (Full-Time); 12 Months (Part-Time)
The Certificate in Digital Marketing is uniquely designed for career professionals interested in understanding the role of digital media in business. Students will take one foundation course which will introduce current trends in social media, web analytics, mobile, content, email marketing, online automated tools, search engine optimization, digital advertising, and viral marketing. Students then have the opportunity to customize their curriculum by choosing six electives from CCG’s course listing. This allows students to select courses based on their specific professional interests and goals.
1. Minimum Academic Entry Requirement: A high school diploma or equivalent.
2. Minimum English Language Entry Requirement: Official demonstration of English language proficiency is required if graduate degree is from a program at a college or university where instruction was not in English. Cambridge College will accept scores equal to or greater than the following:
- Duolingo English Language Test (DET): 100
- Paper-based TOEFL (PBT): 550
- Computer-based TOEFL (CBT): 213
- Internet-based TOEFL (IBT): 79-80
- IELTS: 6.0
Minimum Age: 18
All students are required to take DMK 205W – Digital Marketing before completing any other course in the program.
DMK 205W Digital Marketing: In this course, students will examine techniques used to measure the impact and effectiveness of digital marketing and advertising practices and strategies.
Students are required to take 6 courses from the following choices:
DMK 210W Viral Marketing and Digital Presence: This course is designed to introduce students to emerging trends and demonstrate how businesses may leverage the power of marketing via mobile devices, social networks, graphic design, and the Web. It examines the evolution of marketing from traditional-based platforms to the integration of digital media and platforms. Students are introduced to digital marketing tools, techniques, and strategies used by businesses to reach online audiences and engage followers. Students will also become familiar with the common vernacular and critical considerations needed to apply digital marketing approaches and manage a digital presence.
DMK 230W Data Analysis, Metrics and Measurement of Digital Marketing:In this course, students will examine techniques used to measure the impact and effectiveness of digital marketing and advertising practices and strategies. A key focus will be on the type of metrics commonly focused upon in the analysis of marketing approaches. Students will study ways in which online and digital platforms have changed the assessment of marketing strategy.
DMK 301W Laws, Ethics and Social Responsibility in a Digital Age: This course will examine the unique challenges businesses face in an online marketing platform ranging from disclosure to privacy rights. A major focus of this course will be how to consider brand reputation and consumer trust through ethical decision-making.
DMK 305W Digital Advertising:In this course, students will gain an overall understanding of the role played by advertising within the marketing strategy. The primary focus of this course will be to study the impact of digitally-based advertising practices on areas, such as: creative strategy; content development; ad placement and frequency; cost analysis; and media partnerships
DMK 315W Online Content Marketing and Consumer Behavior:
Students will examine how content and context influence the motivations and buying behavior of consumers. Under consideration will be how the increasingly interactive environment changes the relationship between the consumer and marketer. A key focus of this course will be on how create content and deliver it in a context that can leverages opportunities to influence consumer behavior.
DMK 330W Targeted Marketing and Social Optimization: Targeted Marketing and Social Optimization is designed to teach students how they can navigate the complex world of social communications using highly targeted techniques to generate business and gain attention from their audiences.
DMK 340W Search Engine Optimization: This course explores how search engine optimization (SEO) is employed as an integral component of digital marketing and advertising strategies. Under investigation will be how these web searching tools are used to increase web traffic, enhance product/ service visibility and leverage a competitive advantage.
DMK 401W Fundamentals of Web Design: This course is designed to instruct students on modern website construction and design. The course will survey techniques and tools for using images and layout to present clean, clear and efficient pages to meet business objectives. The course will provide a foundation of traditional principles of visual design, digital tools, and techniques compatible with designing sites for online, tablet and mobile platforms.
DMK 410W Global Strategies in Digital Marketing: In this course, students will consider the principles of marketing when transitioning from a domestic to an international framework. Students will learn how to assess a global market and international consumers. Under consideration will be cross-cultural communication, global legal considerations, and diverse communication strategies when applied to global markets.
DMK 428W Digital Marketing, Big Data, and Web Analytics: As Big Data moves into the mainstream, marketers are seeing the opportunity to make the profession more scientific and numbers driven than ever before. In addition, with measurement at the center of every marketing campaign, marketers have the opportunity to prove the ROI of their programs with unprecedented accuracy. Indeed, we have entered the age of the “data-driven marketer.” Yet, this wealth of data can be overwhelming. Every channel has its own metrics, every demographic group’s behavior can be mined for targeting information. What are the numbers that matter? And what are they really telling us? How can we best leverage Big Data and marketing analytics to optimize results? This course explores the growing role of data in marketing. Taking a two-fold approach, the course will look in-depth at the two primary kinds of data available to marketers: internal (marketing analytics), and external (Big Data). Using real-world examples and practical exercises, the course will allow students to understand the interactions between both kinds of data, and how best to use both to improve marketing outcomes, demonstrate ROI to the C-suite, and create increasingly effective marketing campaigns.
- Develop an understanding of how digital marketing principles and strategies are used to achieve marketing, management, and business objectives.
- Identify ways in which marketing practices evolve within a digital framework and integrate digital components into a comprehensive marketing plan.
- Conduct research on contemporary issues in digital marketing and apply statistical reasoning toward forming research findings.
- Devise targeted marketing strategies in a digital framework and determine the measurements and metrics to be used for continual analysis.
- Develop, analyze and design basic web sites geared toward the goals of effective marketing, advertising, public relations, and e-commerce.
- Analyze companies’ search engine performance strategies and identify optimal solutions to maximize return on investment.
- Formulate digital marketing communications to promote customer relationships, enhance brand image, and expand market reach.