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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.

Instructor

Tyler Einberger

Tyler Einberger is the co-founder, COO and head of SEO at Momentic, a boutique SEO agency in Milwaukee, Wisconsin, that focuses on growth for numerous local, regional, national and global companies. Tyler has worked in marketing for over a decade. ... 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

Notes

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.

Testimonials

"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

Date: Sept 12-Oct 9

Delivery Method: Online

Platform: Canvas

Instructor: Tyler Einberger

Fee:

$899 by Aug 29
$924 after Aug 29

CEUs: 1.8

Enrollment Limit: 20

Program Number: 5026-14620

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: Sept 12

Register Now

Date: Jan 30-Feb 26, 2023

Delivery Method: Online

Platform: Canvas

Instructor: TBA

Fee:

$899 by Jan 16, 2023
$924 after Jan 16, 2023

CEUs: 1.8

Enrollment Limit: 20

Program Number: 5026-14623

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 30, 2023

Register Now

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