CERT X486 - Introduction to Digital Marketing Strategy and Planning
Description
Learn the foundations of digital marketing strategy, SEO and social media planning.Outline
Introduction to Digital Marketing Strategy and Planning provides a practical foundation in how organizations use digital channels to reach, engage and convert audiences. Designed for professionals who want to understand how modern marketing works in practice, this noncredit course focuses on applying strategy across today’s digital marketing ecosystem.
Learners will explore how search, social media, content and analytics work together to support business goals. Through hands-on activities, participants will learn how search engine optimization (SEO) and social media strategies influence visibility, engagement and audience growth. The course also introduces ethical and audience-centered marketing practices that support long-term trust and credibility.
Throughout the course, learners will build an integrated digital marketing plan that brings strategy, content and channel selection into a cohesive framework. By the end of the course, participants will leave with a professional-grade marketing plan that reflects industry best practices and can be applied directly to real-world marketing efforts.
Course Outcomes
Learners will be able to:
- Explain foundational digital marketing strategy concepts, including audience segmentation and ethical considerations.
- Design an integrated digital marketing plan that aligns strategy, content and channel selection.
- Apply SEO and social media techniques within a broader digital marketing strategy.
Course Format
This six-week course blends elements of asynchronous and synchronous components to provide learners with flexibility in project work, while also having face-to-face time with instructors and fellow learners via Zoom.
Each week learners will:
- attend one 60-minute Zoom, during which students will participate in discussions and workshop their project with the instructor and peers
- complete three to four hours of assignments or project work
Learners will be graded based on completion of assessed assignments/projects.
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Applies Toward the Following:
- Digital Marketing Certificate : Required Courses