Graduate Program Certificate:
Learn how brands target and reach customers through the development of integrated digital campaigns.
What makes a campaign go viral? When 300 hours of YouTube videos are uploaded every single minute, how can brands break through the clutter and connect to the customer?
The creation and management of effective digital marketing strategies and campaigns is at the very center of ecommerce. The Digital Marketing Certificate will show you how to develop a cutting-edge digital marketing strategy. You’ll gain an understanding of how to visualize and analyze relevant information, using cutting-edge software tools and data analytic techniques.
You’ll also spend class time evaluating the failures and successes of a wide range of social and mobile media marketing campaigns, to understand what works, what doesn’t connect, and why. Finally, you’ll learn how to integrate and align digital marketing strategies with overall, high-level branding strategies.
A marketing professional with an MBA-level specialization in Digital Marketing is an extremely sought-after commodity in the corporate world, with a wide range of career paths.
Career in Digital Marketing
The certificate includes four courses, including one required course, Marketing Management, and three electives from the following optional courses:
This course covers development and management of digital marketing strategy, and the uses of digital media technology, including: social, mobile, and web to enhance customer equity, brand value, and ROI within the framework of an organization’s overall marketing strategy.
This course prepares students to develop the analytical skills marketers require to monitor, grow, and sustain competitive advantage. Students will develop abilities in aligning business objectives with metrics; utilizing data visualization, modeling, and text mining techniques; analyzing quantitative and qualitative data; and drawing data-driven consumer insights. The applications will emphasize the use of analytics to help make strategic marketing decisions.
This course explores how to use social media marketing to achieve strategic marketing goals. Using a mix of theoretical and practical exercises, students will learn to deploy social media as a strategic marketing asset. Objectives include learning and applying social media principles and evaluating how an organization’s social media presence adds strategic value. Students will also learn to implement a social media plan, connecting strategic goals to tactical objectives and the social media tools used to listen to and engage with consumers. The course also provides the skills needed to manage and measure social media activity.
Text Mining introduces students to methods of analyzing text data to provide business insights for firms with code-free text mining toolkits. The first part of the course focuses on strategic issues as well as learning basics on how to prepare text data for analyses. We will begin by framing text analytics questions, understanding sources of text data, and generating preliminary insights by coding text data. We will learn how to encode and preprocess text data for automated text analyses. Then, the course proceeds to focus on automated text analyses. We will cover explorative text analytics using word analyses (including word frequency analysis, keyword analyses, and text parsing), text visualization, and topic modeling. The last part of the course focuses on text classification and predictions; for example, understanding customer opinions from review comments with sentiment analysis. There are different methods for text classification and predictions, ranging from the very simple to the very sophisticated. We will cover unsupervised dictionary approach as well as more advanced supervised machine learning approach. Prerequisite: 53:716:502 Business Analytics.
* To earn a certificate, the student must complete all required courses in the associated program in which they were admitted. A student cannot earn three or more grades of C (including C+) or a single grade of F on her or his record. An overall cumulative grade-point average of 3.0 is required for certificate completion.
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