Digital Marketing Professional Certificate

A Professional Certificate Program, Online

Be future ready. A Professional Certificate in Digital Marketing leads you to the digital marketing and advertising acumen you need to take advantage of the explosive growth and rapidly evolving marketing industry.

Program Overview 

Digital marketing is fast becoming the dominant implement in marketers’ toolboxes. This is in part due to the fact that it presents the opportunity to track the ROI on every dollar spent. As such, it’s critical that experts in digital marketing continually build and develop both sound marketing and creativity skills. The bottom line? Key decisions are now driven by savvy data analysis.

What You’ll Learn

  • Omni-channel marketing
  • Marketing analytics
  • Social media strategy
  • Online advertising
  • AI approaches to customer value analysis
  • Inbound and outbound marketing
  • Mobile Marketing, Apps and Promotions
  • How to leverage SEO and SEM strategies

Program Details 

Timeline: Available now

Time Commitment: 3-5 hours per week over a one-month period per course. For the 4 course bundle, learners can expect 3-5 hours per week over a four-month period.

Pacing: Each of the four courses in this program is 100% self-paced and delivered on-demand.

Course Descriptions

Course 1 - Fundamentals of Digital Marketing

Timing: Self-paced

Cost: $499

Learn the varied and changing approaches to digital marketing, such as mobile and omnichannel marketing and attribution and marketing mix modeling to inform your organization’s digital marketing strategy.  

Faculty: P.K. Kannan and Ling Ling Zhang

Course 2 - Digital Marketing Analytics: Tools and Techniques

Timing: Self-paced

Cost: $399

Learn how to leverage leading tools and approaches to digital marketing data analysis. Dive into SEO and SEM strategies including web analytics, machine learning, and AI/Big Data applications to strengthen your digital marketing efforts and leverage your resources most effectively.

Faculty: Michael Trusov and Liye Ma

Course 3 - Online Advertising and Social Media

Timing: Self-paced

Cost: $499

Learn how to curate and develop Online Advertising Ecosystems complete with Social Media/Social Network and Media Big Data analysis for better decision-making in all forms of outreach.

Faculty: Wendy Moe, Lauren Rhue, Yogesh Joshi and P.K. Kannan

Course 4 - Managing Customer Relationships in the Digital Environment

Timing: Self-paced

Cost: $499

Turn your digital marketing data insights into customer insights and selection techniques. Learn how to harness the power of Customer Lifetime Value concepts by applying them to firm value, selection of customers and loyalty programming. You will also analyze customer churn and its impact and explore the latest Direct to Consumer Models and other valuation tools.

Faculty: P.K. Kannan and Mary Beth Furst

The future is now. Prepare by arming yourself with the most in-demand digital marketing tools and skills to power the trajectory of your career and drive value at your organization.

Register Now

For support, please direct all questions to rhsmith-execed@umd.edu.

About the Instructors

Mary Beth Furst
Associate Clinical Professor

Mary Beth Furst is an associate clinical professor in marketing at the Maryland Smith. She teaches foundational marketing classes at the undergraduate and MBA levels

Yogesh Joshi
Associate Professor

Yogesh Joshi is an associate professor at Maryland Smith. He works in the areas of marketing and innovation. His research focuses on strategic marketing decisions, product differentiation, brand strategy, social influence, the diffusion of innovations, and new product development. 

P. K. Kannan
Associate Dean for Strategic Initiatives

P. K. Kannan is the Dean’s Chair in Marketing Science at Maryland Smith. His research expertise is on marketing modeling, applying statistical,  econometric, machine learning, and AI methods to marketing data.

Liye Ma
Associate Professor

Liye Ma teaches the undergraduate Marketing Research Methods class and the Data Science class in the MS Marketing Analytics program. His research focuses on the dynamic interactions of firms and consumers on Internet, social media, and mobile platforms.

Wendy W. Moe
Associate Dean of Master's Programs

Wendy W. Moe is the associate dean of master's programs, Dean's Professor of Marketing and co-director of the Smith Analytics Consortium at Maryland Smith. She is an expert in online marketing and social media and is the author of Social Media Intelligence. Moe’s research has appeared in numerous leading journals. 

Lauren Rhue
Assistant Professor

Lauren Rhue is an assistant professor of information systems in the department of Decision, Operations and Information Technologies at Maryland Smith. Her research uses empirical and econometric methods to explore the economic and social implications of technology. 

Michael Trusov
Professor

Michael Trusov is a marketing professor at Maryland Smith. He is also the academic director of the MS in Marketing Analytics program. He received his PhD degree from the Anderson School of Management at UCLA. 

Lingling Zhang
Assistant Professor 

Lingling Zhang received her doctorate in marketing from Harvard Business School in 2016. She is interested in competitive marketing strategies using empirical models. Her research focuses on platform business, business-to-business marketing, and multi-channel marketing. Her work has been published in Marketing Science.

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