Learn to create, implement, and assess cohesive digital marketing strategies
Would you like to update your skills and develop new ones for today’s increasingly connected and digitized marketplace? In this graduate-level program, you will explore the latest concepts and best practices for emerging media platforms and how they can be leveraged to maximize consumer reach and influence. All aspects of today’s digital marketing landscape are examined, from setting clear goals to optimizing performance and monitoring trends. Through coursework that combines case studies, multimedia, and online discussion, you will gain an understanding of:
- How mobile, display, video, and social media can be integrated into the digital marketing mix.
- The art and science of web design and the web-based tools that support digital marketing.
- How to assess and interpret online analytics to determine campaign return on investment (ROI).
- How to build customer loyalty and improve retention through relationship marketing.
- How social media and search marketing have impacted brand engagement—and the elements of an effective online marketing strategy.
Apply your certificate toward the MS in Marketing program to save you time and money.
Gain access to interview preparations and real-time résumé writing services, and find out how you can create a live portfolio using OptimalResume.
Connect with an Enrollment Specialist to understand your options and plan how you will fund your dream. This certificate is eligible for federal financial aid.
- 9 total semester credits
This sequence represents the minimum time to completion. Time to completion will vary by student, depending on individual progress and credits transferred, if applicable. For a personalized estimate of your time to completion, call an Enrollment Specialist at 855-646-5286.
Credits earned from this certificate program may be applied toward Walden’s MS in Marketing program.
Through the use of digital marketing tools and strategies, organizations can assess how digital campaigns are performing and can respond in real time. The response may be content change, keyword search modifications, or even budget allocations across channels. Digital marketing, however, relies on the marketer knowing advanced concepts and best practices for emerging media platforms to reach and influence consumers. Students can learn to assess online analytics and interpret performance results to determine campaign return on investment (ROI). Insights are provided about the best website design practices, as well as about the ways in which web-based tools support digital marketing, search engine optimization (SEO), online advertising, and the integrations of channels such as mobile, display, video, and social media.
|(3 sem. cr.)|
Discover how to foster consumer loyalty and increase customer retention through the application of relationship marketing. Throughout this course, students can explore ways to leverage Internet communication channels and technologies to engage, convert, and retain customers in both business-to-business (B2B) and business-to-consumer (B2C) markets. Additionally, students examine how to plan, design, and execute fully integrated customer relationship management (CRM) systems to get insight into customers' preferences, provide personalization, and provide targeted messaging automation. Other relationship marketing topics include database marketing across traditional and digital media, digital/social CRM, and customer experience management (CEM).
|(3 sem. cr.)|
Communicating Using Social and Digital Media
While some companies may still be asking, "Why should we care about social media?" most are now asking, "How can we leverage the power of social media?" In this course, students examine how social media has changed the way consumers interact with brands and apply elements of storytelling to develop a social media strategy for an organizational scenario. In addition, students explore issues of ethics, privacy, and media law that are heightened by social media and digital communication distribution. Topics include types of social media, audience appropriateness, reputation management, social media strategy, evaluation methods, and the communications regulatory environment, including media law and privacy.
|(3 sem. cr.)|
Tuition and Fees
|Curriculum Component||Requirements||Cost||Total *|
|Tuition||9 total semester credit hours||$955 per semester hour||$8,595|
|Technology Fee||Per semester||$210||$420|
|Transfer up to 3 credits||$3,075|
|Total with Maximum Transfer Credits†||$5,940|
The tuition reflects the minimum time to completion. Time to completion varies by student, depending on individual progress and credits transferred, if applicable. For a personalized estimate of your time to completion, call an Enrollment Specialist at 855-646-5286.
*Tuition and fees are subject to change. Books and materials are not included and may cost between $300 to $450.
†Maximum transfer credit total includes reduction in technology fee as related to reduced number of courses over time.
A bachelor’s degree is required for admission to a graduate certificate program. Exceptions and other requirements may apply, depending on individual programs. Consult your Walden Enrollment Specialist about admission requirements for specific certificate programs. Call 855-646-5286 in the United States or see a list of international toll-free phone numbers.