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Digital and Social Media Certificate Courses

Fall 2020 dates coming soon
Fordham Law story on IPLJ symposium

Social Media Marketing I: An Introduction to Platforms, Tactics, and Tools
Fall dates coming soon
Instructor: Robin Colner | DSMM 1010 | Cost: $495

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
Fall dates coming soon
Instructor: Robin Colner | DSMM 1020 | Cost: $495

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.

Paid Advertising on Social Media: Everything You Need and Want to Know
Lincoln Center Campus
Fall dates coming soon
Instructor: Ruben Quinones | DSMM 1510 | Cost: $495

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.

Search Engine Marketing: An Overview Google AdWords, Paid Search Advertising, Search Engine Optimization (SEO)
Lincoln Center Campus

Fall dates coming soon
Instructor: David Hoffman | DSMM 1510 | Cost: $495

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.

Email Marketing: Creating Campaigns to Acquire and Retain Customers
Westchester Campus

Fall dates coming soon
Instructor: Bill Levine | DSMM 1310 | Cost: $495

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.