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Foundations for Effective Digital Marketing

This course introduces the key elements of a successful digital marketing strategy. Learn how business objectives drive marketing objectives and how customer-based insights support development of market-led strategies that achieve those objectives. Understand the components of an integrated digital marketing strategy and how to obtain, convert and retain customers to grow your business. Learn about digital marketing tools and trends through hands-on activities, projects and case studies.

Key deliverables from this course include:

  • Digital marketing objectives
  • Keyword portfolio
  • Segmentation/personal identification plan
  • Digital marketing strategy draft

This course has weekly recorded lectures, discussion boards and assignments that may be completed any time of day convenient for your schedule. There is an optional once-weekly live discussion.

This course can be applied to the Digital Marketing Certificate.


Adam Dince

Adam Dince

Adam Dince is the director of digital experiences at Collegis Education. At Collegis, Adam leads the SEO, CRO, interactive design, social media/PR and marketing automation practices. Prior to Collegis, Adam was the director of digital marketing at Arrowhead Holdings.  At ... read more

Who Should Attend

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.

Benefits and Learning Outcomes

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

Course Outline/Topics

  • 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


Participants should have a solid understanding of the sales and marketing function within an organization. A degree in marketing or related field and/or two years of experience in a marketing-related field is preferred. A solid understanding of marketing concepts.


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.


"Adam was a pleasure to have as an instructor. He knows his content but adjusts to the knowledge level of individual class participants, making it easy to understand and enjoyable. He was always available for the weekly virtual meetings and I learned a lot about the topic during those meetings. I also appreciate his feedback in assignments – encouraging, asks questions, etc."  —  Participant, Spring 2021

"Fantastic instructor and felt he was incredibly knowledgeable."  —  Participant, Spring 2021

"This course was awesome and I learned a lot. Thank you to the teacher!"  —  Karla Ortiz, Participant, September 2019

"I felt that Adam did an excellent job laying out the content for this course. He was very responsive and there were many resources provided to take the information he provided further."  —  Anne J, Participant, September 2019

"Both Troy and Adam are extremely knowledgeable – true digital as well as overall marketing experts – and I learned a ton of practical digital marketing tactics and strategies that can be used in my organization immediately!"  —  Participant, 2016

"This course exceeded my expectations. I really enjoyed that this course focused on your actual job and helped you to create strategies to use moving forward in your current position. The weekly presentations and videos were helpful and to-the-point. Loved it!"  —  Participant, 2015

Date: Jan 31-Feb 27

Delivery Method: Online

Platform: Canvas

Instructor: Adam Dince

Fee: $924

CEUs: 1.8

Enrollment Limit: 20

Program Number: 5026-14268

Note: 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 and submit assignments according to due dates. Weekly participation is required. An optional video call may be scheduled at a time mutually agreed upon by students and the instructor.

Registration Deadline: Jan 31

Register Now


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