Digital and Social Media Certificate Courses

2017 / 2018 Course Description

Fall 2017

Social Media Marketing I: An Introduction to Platforms, Tactics, and Tools

Saturdays, 9 a.m. – 1 p.m. | 09/16, 09/23, 10/07
Instructor: Robin Colner | DSMM 1010 | Cost: $450

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 nonprofit 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 II: Advanced Strategy, Execution, and Measurement

Wednesdays, 6 – 9 p.m. | 10/11, 10/18, 10/25, 11/01
Instructor: Robin Colner | DSMM 1020 | Cost: $450

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. We will also review the common tools and metrics associated with monitoring and measuring social media engagement.

This course assumes that participants have completed Social Media Marketing I or can demonstrate relevant professional social media marketing experience.


Search Engine Marketing: An Overview of Paid Search Advertising, Search Engine Optimization (SEO), and Web Analytics

Saturdays, 9 a.m. – 1 p.m. | 11/04, 11/11, 11/18
Instructor: Ruben Quinones | DSMM 1110 | Cost: $450

Ever since the Web was launched close to 20 years ago, business owners, online marketers, content managers, professional service providers, website developers, webmasters 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.


Digital Marketing Analytics

Saturdays, 9 a.m. – 1 p.m. | 12/02, 12/09, 12/16
Instructor: Jann Mirchandani | DSMM 1610 | Cost: $450

“Marketing Metrics” and “Data Science” have become important buzz-worthy phrases for businesses today. Many marketing professionals capture as much data as they can, but feel like they are reading tea leaves when trying to interpret the numbers. As a result they may end up spending a large chunk of their marketing budget on analytics tools, but not know how to use the information to optimize their marketing efforts. Understanding the message behind the numbers is the key to making informed marketing decisions.

This course is designed to help students develop marketing strategies and make resource allocation decisions that are driven by quantitative analysis. Students will obtain the skills to use Google Analytics and email metrics to:

  • Measure the success of online and offline paid advertising campaigns
  • Identify the best social channels and messaging for customer acquisition
  • Determine the performance of premium content for lead generation such as watching a video, requesting a demo or downloading an E-book or whitepaper.
  • Discover which content on each page produces the most engagement and ultimately the best leads
  • Calculate conversion rates and ROI for each integrated digital marketing campaign

In addition, students will learn best practices for setting up and capturing website analytics including referral traffic, differentiating among basic and advanced data sets, establishing tracking mechanisms and generating customized reports. Through class discussions, in-class exercises and case studies, students will also learn how to use Google Analytics techniques such as Events and UTM tags to track performance and conversion data as well as how to implement A/B and multivariate tests.


Spring 2018

Social Media Marketing I: An Introduction to Platforms, Tactics, and Tools

Saturdays, 9 a.m. – 1 p.m. | January 2018
Instructor: Robin Colner | DSMM 1010 | Cost: $450

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 nonprofit 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 II: Advanced Strategy, Execution, and Measurement

Wednesdays, 6 – 9 p.m. | February / March 2018
Instructor: Robin Colner | DSMM 1020 | Cost: $450

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. We will also review the common tools and metrics associated with monitoring and measuring social media engagement.

This course assumes that participants have completed Social Media Marketing I or can demonstrate relevant professional social media marketing experience.


Email Marketing: Creating Campaigns to Acquire and Retain Customers

Saturdays, 9 a.m. – 1 p.m. | April 2018

Instructor: Bill Levine | DSMM 1310 | Cost: $450

Email marketing produces some of the highest return on investment (ROI) of any digital or offline channel. It can influence buying decisions, especially when incorporated into a plan that includes search, social and mobile marketing. This course will provide email marketing strategies and tactics that enhance brand awareness and motivate sales conversions. Students will learn how to build their own in-house file of recipients, understand the legal issues related to CAN-SPAM compliance, design winning emails that generate conversions, understand how to make a program more relevant and responsive, and gain insights on how to measure the results of email campaigns.


Paid Advertising on Social Media: Everything You Need and Want to Know

Saturdays, 9 a.m. – 1 p.m. | May 2018

Instructor: Eric Russo | DSMM 1510 | Cost: $450

Social media marketing has become more challenging and requires more resources as the rules of the game have changed dramatically over the past five years. Facebook has limited the organic reach of posts by businesses to less than one percent of their fan bases. This is due to the need for Facebook to generate revenue through advertising. The other platforms have followed Facebook’s lead. Therefore, it is critical that companies learn how to create and implement social advertising campaigns to generate awareness and revenue from their social media activities. Students will learn how, what, when and where to use the ad management platforms on Facebook, Twitter, LinkedIn, and Instagram to successfully target, measure and improve their ongoing advertising activities on these social media platforms. The class will also explore the multiple types of advertising options available across devices.