"As an account manager, I'm responsible for selling display and mobile ad placements to local and regional clients. The class has not only re-enforced my current knowledge, but also given me a good understanding of the technical side of the space too. If you work in the digital industry in search, mobile, display or social segments, this is a great program that gives you a well-rounded and detailed introduction of these platforms. You'll brush up on the basics, but also get into specific examples and detailed case studies happening now. Not to mention, it's a great way to network with fellow digital professionals!"
-Tim Weaver
This program is designed for marketing professionals with at least three years of experience in the following functional areas:
- Sales
- Account management
- Media (traditional and interactive)
- Agencies
- Social media marketing
- Community managers
- Public relations
- Mobile marketing
- Marketing research
- Database management
By the end of this program, you will have a solid understanding of:
- Search, both SEO and paid
- Web analytics
- Display advertising on the Internet
- Mobile marketing
- Social media marketing
- Digital marketing strategy
Week 1 - Digital Marketing Landscape
- Drivers of Digital Marketing and the internet.
- What is Inbound Marketing?
- How is content tied to online?
Week 2 - SEO and Website Design/Content
- Paid, owned and earned media with customer journeys
- Three pillars of digital marketing
- Understanding how the various channels and media fit within each pillar
- Understanding how various channels work alongside the customer journey
- Importance of SEO in web design and landing pages
Week 3 - Paid Search and Paid Social Advertising
- Adding to our knowledge of paid media
- Advertising on Google, Facebook and LinkedIn
Week 4- Email & Mobile
- Leveraging customer data
- Adaptive experiences in email marketing
- Mobile and the convergence of physical and digital worlds
- Mobile first, mobile disruption
Week 5 - Display and Programmatic Advertising
- How marketers use ad networks, exchanges and partners to serve ads
- The digital display ecosystem and personalizing the experience
Week 6 - How to Build a Digital Marketing Campaign and Analytics
What are the requirements for the Integrated Marketing Communications Certificate?
To receive the IMC certificate, students must successfully complete five required courses and one elective course. Follow the link to learn more about the IMC Certificate and review the list of courses.
Are there course materials?
There are no required textbooks for the course, but there will be readings suggested by faculty.
Do I get a grade for the course?
While there is no grade given, you will participate in a team project to put learnings from class lectures into practice for real-world digital brands. This class project will culminate in presentations during the last class.
Do I get DePaul credit for this class?
This program qualifies for CEU's given by DePaul University.
What is the class size?
Class size will be limited to 22 students.
Who will be teaching the course?
Classes are taught by several professional experts and administered by one person appointed by the Executive Director of the Kellstadt Marketing Center.
What are the requirements for the Integrated Marketing Communications Certificate?
To receive the IMC certificate, students must successfully complete three required courses and two elective courses plus one seminar. Follow the link to learn more about the IMC Certificate and review the list of courses.
What is the difference between a certificate and a certification?
A certificate is earned after completion of a course or a series of courses. Certificates are usually awarded by a training provider or an educational institution. Certification typically includes an experience, an educational component and requires passing an exam. Certifications are awarded by governmental and/or professional agencies and often require recertification to remain certified.
