Digital and Social Media Marketing Professional Certificate Program
Social Media Marketing: An Introduction to Platforms, Tactics and Tools
Saturdays, 9 a.m. – 1 p.m. | 9/21, 9/28, 10/5
Instructor: Robin Colner | DSMM 1010
This course is designed to provide an introduction to the operational mechanics and key marketing and communication strategies associated with Facebook, Twitter, LinkedIn, Google+, and Pinterest. Students will no longer be confused by all the hype associated with social media or overwhelmed by the prospect of tweeting, pinning, connecting, and updating their status. The course will also help business owners, professionals, and non-profit managers understand how to hire, guide, and monitor social media professionals. In addition, participants will learn how to leverage social media to enhance their online reputation and expand their career opportunities.
Social Media Marketing: Advanced Strategy, Execution and Measurement
Wednesdays, 6 – 9 p.m. | 10/9, 10/16, 10/23, 10/30
Instructor: Robin Colner | DSMM 1020
As businesses, brands, professionals, and not-for-profit organizations increase their participation in social media marketing, it has become even more critical that social media strategies be effectively integrated into the overall marketing mix. In this course we will examine how to develop and implement a successful content marketing strategy to engage customers and generate leads and sales through social media channels. Through a combination of readings, case study discussions, and exercises, we will examine the various paid promotional opportunities and inbound marketing techniques, including blogging that provide the foundation for social media marketing. This course assumes that the participants have a basic familiarity with the key social media sites, including Facebook, Twitter, LinkedIn, and YouTube. We will also review the common tools and metrics associated with monitoring and measuring social media engagement.
Search Engine Marketing: An Overview of Paid Search Advertising, Search Engine Optimization (SEO) and Web Analytics
Tuesdays, 6 – 9 p.m. | 11/5, 11/12, 11/19, 11/26 Instructor: David Hoffman | DSMM 1110
Ever since the World Wide Web was launched close to 20 years ago, business owners, online marketers, content managers, professional service providers, website developers, web masters and entrepreneurs have needed to focus attention and resources on improving their position in search engine response results and on driving traffic to their websites. Google and the other search engines are continually refining the algorithms they use to assign rankings. This course will provide an overview of the key techniques used to optimize the content on a website and landing page including keyword research and analysis, meta tagging, link building and blogging. Students will learn how to integrate paid search Adwords advertising, on site optimization and social media marketing to form the core of a successful online marketing effort. In addition, students will develop an understanding of how to use Google Analytics data to improve their online conversion rates.
Mobile Marketing Strategy: Leveraging the Impact of the Third Screen
Saturdays, 9 a.m. – 1 p.m. | 11/9, 11/16, 11/23
Instructor: Derek Wiggins | DSMM 1210
More than 50% of the U.S. population owns a smartphone and over 40% of the time spent engaging with digital media occurs on a handheld device. Mobile is becoming an increasingly important marketing channel. Brands and agencies are focusing on ways to satisfy the increasing consumer demand for content and applications that can be accessed while on the go. This course will offer an in-depth analysis of all facets of mobile marketing including SMS (text) campaigns, QR codes, mobile applications, mobile advertising, location-based services such as Foursquare and mobile optimized websites. Students will gain an understanding of how to develop and implement a mobile strategy for the near term and the future as capabilities and budgets increase in scale.