Digital marketers who want to learn more about the key components of an integrated digital marketing strategy.

General marketers or marketing executives who need to understand digital marketing tactics and strategy.

Social media, web or other marketing specialists who want to broaden their marketing role.

Business owners who want to effectively market their business through a digital marketing strategy.

Individuals who are pursuing the Digital Marketing Certificate should take this course at the start of their program.  If you are currently working in a marketing field, you may take this course out-of-sequence based on consultation with the program manager. Contact information for the program manager can be found on this page.

• Describe digital marketing concepts and how they relate to business and marketing objectives
• Describe a systematic approach for creating an integrated digital marketing plan
• Be able to gain customer insight through targeting and segmentation planning
• Identify the tools required to create an effective digital marketing strategy

• Introduction to digital marketing concepts
• A market-led approach to digital marketing focused on market research and target market insights
• Targeting and segmenting
• Taking an integrated approach to digital marketing
• Keywords and content
• SEM – Search Engine Marketing
• SEO – Search Engine Optimization
• E-mail marketing
• Social media
• Brand identity/message

This is an online class with weekly recorded lectures, assignments and instructor feedback using online tools. Work any time of day as your schedule permits. An optional video call may be scheduled at a time mutually agreed upon by students and the instructor.