The Digital Marketing certificate is a program designed to introduce students to digital and multi-channel marketing. Students will learn the technical skills and marketing strategy knowledge they need to identify, engage, and develop successful relationships with customers in today’s digital environment.
DEGREES / DIGITAL MARKETING CERTIFICATE
Digital Marketing Certificate
(Major Code 5470; State CIP Code 52.1401)
Digital Marketing Certificate
Introduction to Social Media Marketing
Students in this course will survey usage of social media for marketing purposes. This course will study the relevance and importance of new and emerging marketing processes within social media. Students will analyze basic practical social media as well as learn “best practices” and use different social media throughout the class to create content. 3 hrs. lecture/wk.
The Internet has led to an increasingly connected environment, and the growth of Internet usage has resulted in the declining distribution of traditional media: television, radio, newspapers, and magazines. Marketing in this connected environment and using that connectivity to market is eMarketing. In this course, the student will understand and recognize the importance of an integrated eMarketing communications plan in order to coordinate all of the promotional mix and marketing communications elements for today’s businesses.
Topics of study include advertising, direct marketing, sales promotion, social media, web design, public relations and interactive media. The course integrates theory with planning, management and strategy plus hands-on experience. eMarketing explores how to use integrated web, email and database technologies in pre-built, personalized marketing campaigns to acquire and retain customers. Upon completion, the student will be able to develop an effective eMarketing communications program. 3 hrs. lecture/wk.
MKT 230 / 202 / 240
Marketing / Consumer Behavior / Advertising and Promotion
MKT 230 / Marketing
Upon successful completion of this course, the student should be able to explain the concepts of production, consumption and distribution in relation to a free enterprise economy; list the basic channels of distribution available to the manufacturer of consumer and industrial products; explain and compare the distribution functions of the manufacturer, wholesaler and retailer; and state the procedures necessary to develop a total marketing plan for a given product, service or product line. In addition, the student should be able to discuss the fundamental principles of consumer behavior in the buying process and apply those principles to target market strategies. 3 hrs. lecture/wk.
MKT 202 / Consumer Behavior
Upon successful completion of this course, the student should be able to analyze the elements and influences that affect consumer behavior. In addition, the student should be able to apply the basic principles of consumer behavior and insight to the application of consumer-research findings used in the professional practice of marketing. 3 hrs. lecture/wk.
MKT 240 / Advertising and Promotion
In this course, the student will understand and recognize the importance of an integrated marketing communications planning model in order to coordinate all of the promotional mix elements for today’s businesses. Topics of study include advertising, direct marketing, sales promotion, public relations and interactive media. The course integrates theory with planning, management and strategy. Upon completion, the student will be able to develop an effective marketing communications program. 3 hrs. lecture/wk.
Desktop Photo Manipulation I: Photoshop
In this career-related short course, students will manipulate digital photographs and images using a variety of basic techniques on either the Macintosh or PC computer platform. Students will apply techniques to correct, repair, retouch, create selections, and work with layers on a variety of digital photographs and images, including basic scanning techniques. 1 hr. lecture/wk.
MKT 134 / 180
Professional Selling / Experiential Marketing
MKT 134 / Professional Selling
Upon successful completion of this course, the student should be able to describe the process of successful selling. In addition, the student should be able to define the steps of selling and identify appropriate application. The student should also be able to apply selling principles through role-play. Students who have received credit for MKT 133 may not receive credit for MKT 134. 3 hrs. lecture/wk.
MKT 180 / Experiential Marketing
This course consists of a series of hands-on experiences designed to help students identify and enhance skills needed as a marketing professional. Each experience will give students the opportunity to apply knowledge gained in prior class work toward the management of real-world marketing positions, as well as prepare them for the job search. Students will acquire this applied experience in appropriate business situations through the development and implementation of an individualized professional development plan, job shadowing, involvement in professional marketing associations and events, informational interviews, a marketing simulation, the development of materials to support a job search, and analysis of/reflection on these activities. 3 hrs. lecture/wk.
Marketing Analytics and CRM (Customer Relationship Management)
This course will focus on the principles and strategic concepts of marketing analytics and customer relationship management (CRM). Digital marketing analytics uses digital models and metrics to improve marketing decisions and return on marketing investment (ROMI). Students will analyze the most up-to-date technologies in digital data analytics, automated marketing, database management and CRM, as well as the role of business intelligence based on data in this process. Furthermore, the student will interpret the value of analytics and CRM in uncovering the human element in data and discovering behavioral insights that lead to higher profits. At the core of this class is the application of database marketing and maintaining profitable customer relationships. 3 hrs. lecture/wk.
WEB 110 / FASH 235
HTML and CSS / Online Retailing
WEB 110 / HTML and CSS
This course will cover the essential skills needed to create responsive websites, using HyperText Markup Language (HTML) and Cascading Style Sheets (CSS). Students will be introduced to the concepts, foundations, syntax and structure of HTML and CSS. Additional topics include the use of File Transfer Protocol (FTP) to publish websites and validation to web standards established by the World Wide Web Consortium (W3C) and other organizations. 3 hrs. lecture/wk.
FASH 235 /Online Retailing
Students in this course will explore the history of online retailing and learn about the challenges retailers face when making decisions to move from conventional retail methods to e-retail. This course will introduce students to the techniques that are used to develop successful online stores. Students will develop a detailed store plan and create their own store using online e-commerce tools. 3 hrs. lecture/wk.