Digital Marketing Certificate Program

The Digital Marketing Certificate is a self-paced on-demand program for people who want to enhance their digital marketing knowledge and learn practical skills to impact their brands. Led by leading real-world digital experts, the program includes courses to help you navigate the digital landscape. The program will empower you with tools and resources to help you manage your business and stay ahead in the constantly evolving digital space.

Learning Experience

This program includes courses with various formats and levels of interactivity: fully interactive multi-media format and partially interactive narrated PowerPoint slide presentation format. Active participation varies by course. All courses include assessments and the majority have knowledge checks, activities, and resources/tools.

Who is this Certificate Program For?

Junior- to mid-level marketers who want to enhance their digital marketing skills across the comprehensive areas of digital strategy, digital metrics, search, programmatic, social media, content marketing, mobile, and email marketing.

Certificate Program Outline

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Course: Fundamentals of Digital Marketing: #Get Connected

Technology has transformed business, and nowhere is this change more dramatic than in the ways brands interact with their consumers. Instead of pushing out messaging, we need to meet connected consumers along their journey. The smart use of modern media allows you to create meaningful, customer-centric experiences that have a lasting impact. This course gives you the building blocks of digital strategy and important factors to executing your program. From social to mobile, online advertising to influencer marketing, you’ll explore key considerations that drive strategies for digital programs that build brand equity and consumer connections. And right now, that’s more complex than ever.

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Course: Digital Metrics that Matter

The goal of this course is to show you how to make data-driven decisions by measuring the digital metrics that can truly impact your company and help to drive better marketing ROI. This course guides you through the “One Metric that Matters” process, from understanding the right key performance indicators (“KPIs”) for your business model and lifecycle to rolling out the data-driven measurement structure that gets your entire team aligned around how to drive business results. This course helps you craft a simple process and structure for implementing a new data-driven mindset and process into your existing workflow.

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Course: Search Engine Marketing

In this jam-packed online course, you will learn how to navigate the Search Engine Marketing channel. This course overviews managing and developing effective paid search campaigns. Topics such as SEO (search engine optimization,) linking, PPC (pay-per-click) and keywords will be covered in just the right amount of detail for you to be actionable and dramatically increase rankings for your site.

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Course: Harnessing the Power of Programmatic

Are you among the marketers not fully leveraging the benefits of the growing area of programmatic? During this course you will overcome hurdles as we demystify how programmatic works and help you develop a roadmap that will allow you to make programmatic work for your organization. Marketers will gain a greater understanding of the components of the programmatic ecosystem, including trading desks, DSPs (demand side platforms), SSPs (supply side platforms), DMPs (data management platforms) and exchanges. You will learn the different types of programmatic buying (guaranteed buys, private marketplaces and RTB) and forms of data and improve your ability to help protect against concerns such as transparency, fraud and viewability.

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Course: Social Media Marketing

Social media is a pivotal part of an effective and data-driven marketing strategy - from creating a framework for your content strategy to utilizing the latest in social media channels – Facebook, Instagram, Twitter etc. In this course you will learn how to embrace a new and exciting communications paradigm to better understand the consumer decision-making process and how to best integrate and connect social media marketing techniques with real-world business objectives.

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Course: Fast-Forward Your Content Marketing

Content marketing success lies in a company’s ability to align content efforts with business goals, and then plan and execute consistently. In this course, you will learn 7 best practices to fast-forward your content marketing program and advance your content marketing to the next level, as you develop a content marketing mission statement, create a one-page content marketing strategy, build clear, concise, consistent stories with a one-page message map, develop buyer personas to gain insights into the how and why of buyers’ behavior, map content to the buyers’ journey, learn to conduct a competitive content audit, and continuously improve content through all-in analytics.

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Course: Mobile Marketing

Mobile marketing comprises a set of practices that enable organizations to communicate and engage in an interactive and relevant manner through and with any mobile device or network. This course provides a brief review of mobile core products and services, discusses best practice strategies and tactics, and examines the newest screens to take your mobile activity to new levels.

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Course: Fundamental Email Marketing 

Create profit- and lead-generating emails that stand out in overcrowded inboxes. In this course, you’ll gain an understanding of channel fundamentals, discover the importance of permission, learn ways to grow and manage subscriber lists, and discover how to concept, design and measure campaigns that contribute to your company’s bottom line. Learn the building blocks and strategies for generating deliverable, responsive email marketing campaigns.

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This certificate program includes an assessment and certificate of completion.

Estimated Length of Completion

Approximately 13 hours. This timing reflects basic run time, but seat time varies by user and could be significantly longer. Note, 6 of the 8 courses in the Digital Marketing Certificate are included in the Certified ANA Marketing Professional (CAMP) Certification Program.

Courses/topics subject to updates, additions, and substitutions:

The following course in this program was slightly re-designed on October 30, 2023:

• Mobile Marketing

Note: When you register for a Certificate or Certification Program, you will automatically be registered for all the Courses listed in the Program.  All Courses in the Program will only be available through the Certificate or Certification Program listed in your Enrollments on the learning portal where you access your on-demand training. You will not see the individual Courses listed in your Enrollments on the learning portal, nor will you be able to register for them individually once enrolled in a Certificate or Certification Program that includes them.