Foundations for Effective Digital Marketing

This course positions you for success in digital marketing. It’s all about turning business goals into marketing goals and then into marketing tactics. 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.


Tyler Einberger

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


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.


"I really liked that Tyler gave feedback on all of our discussion submissions. He also worked directly with me to change some of the topics slightly to better fit my current role which was really helpful!"  —  Participant, Fall 2022

"Really good course. Instructor was very knowledgeable and could offer practical direction that is immediately applicable to my job.

I learned quite a bit of new, topical content I can apply right away. I really appreciated the feedback and critiques."  —  Participant, Fall 2022

Date: Jan 29-Feb 25, 2024

Delivery Method: Online

Platform: Canvas

Instructor: Tyler Einberger

Fee: $924

CEUs: 1.4

Enrollment Limit: 12

Program Number: 5026-15518

Note: Participants will receive instructions for logging into Canvas to access course materials prior to the course start date. This class is asynchronous with access 24/7. It is interactive and instructor-led. Each week has recorded presentations, reading/writing assignments, quizzes and online discussion.

Registration Deadline: Jan 29, 2024

Registration deadline has passed.

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