Digital Marketing Foundations, Associate Certificate, Part-time

Program Overview

This program provides a comprehensive overview of marketing fundamentals, including the "four Ps" and customer-driven strategies. It covers digital marketing techniques, social media essentials, content planning, and media planning and buying. The program aims to equip students with the skills and knowledge necessary to succeed in today's competitive marketing landscape.

Program Outline

Outline:

Course Schedule:

Module 1: Essentials of Marketing

• Introduction to the fundamental principles of marketing
• The "four Ps" of marketing: product, price, place, and promotion
• Creating customer-driven marketing strategies through research and understanding the market and customers
• Planning and competing in an online marketing simulation
• Evaluating performance and delivering a marketing plan

Module 2: Digital Marketing

• E-Marketing techniques and strategies for competitive advantage in today's business environment
• Leveraging the power of the Internet for customer relationship management (CRM), 1:1 marketing, permission-based email marketing, viral marketing, and Website marketing
• Website attributes and marketing goals
• Website promotion, search engine positioning/ranking, and key Internet technologies/terminologies/acronyms

Module 3: Social Media Essentials

• Overview of current social media platforms and their strategic use in business marketing
• Creation of business accounts on leading social media platforms
• Best practices for content creation on each platform

Module 4: Content Planning

• Multi-step, iterative content planning process for creating effective and efficient content
• Content planning techniques for saving time, creating professional content, enhancing brand consistency, and building customer relationships
• Fueling the digital marketing efforts of organizations through content planning strategies

Module 5: Media Planning and Buying

• Media/industry terminology, strengths, and limitations of media vehicles