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Digital and Social Media Certificate Courses

Don't be left behind in the digital age! Learn how to harness social media with a class or certificate in digital and social media.

Spring 2019

Fordham Law story on IPLJ symposiumDigital Marketing Analytics
Begins May 11, 18 & June 1st | Saturday's 9 a.m. - 1 p.m.
Instructor: Jann Mirchandani | DSMM 1610 | Cost: $495.00

“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.

Summer 2019

Search Engine Marketing: An Overview of Google AdWords, Paid Search Advertising, Search Engine Optimization (SEO)
Begins June 4, 11, 18 and 25 | Tuesday's 6:00 pm to 9:00 pm.
Instructor: David Hoffman | DSMM 1110 | Cost: $495.00

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.