Digital Marketing:

Ethical Strategies
for Sucess
Find your fit as a digital marketer
in today’s complex environment.
The world has changed and continues to evolve at a rapid pace. Digital
marketing, the discipline which uses the internet, online-based digital
technologies, and electronic devices to connect with customers—present
and potential—now impacts every element of business.

Digital Marketing: Ethical Strategies for Sucess

Digital marketing can take many forms—display ads, online video, paid
social ads, search engine marketing, social media posts, and more. It
presents opportunities to convey promotional messaging and gauge its
impact throughout the customer journey. In today’s fast-paced, data-
driven business landscape, a solid understanding of digital marketing is
critical to navigating this complex reality and driving results for your
organization.

Program Details

Tuition: USD $2,500

Program Format: online learning with live, interactive sessions

Duration: six weeks

Language: English and Spanish

Instructor: Miriam Brosseau, MA; Digital Marketing, the University

of Chicago
About the Program
Our six-week, online Digital Marketing program is designed for
participants to acquire core conceptual frameworks, strategies, and
tools in digital marketing

You will learn to:

• Explore the opportunities and challenges that accompany interacting

with diverse populations in the digital age

• Make smart, strategic decisions around digital marketing initiatives

• Be prepared to design and execute effective and ethically-minded

digital marketing strategies with clarity and courage

• Be equipped to stay on top of whatever industry changes may come

your way
Who Should Attend?
This program is designed for learners who are new to digital marketing
and the working world. Any professional, however, who wants to be able
to intelligently talk strategy when working with a marketing team, act as
an ethical marketing leader in the digital age, and prepare for the future
of digital marketing will gain valuable insights.
Meet Your Instructor

Miriam Brosseau is the principal of Tiny Windows Consulting, a

communications and strategy consultancy dedicated to helping
mission-driven leaders make the world a kinder, braver, more
curious place by asking bigger questions and telling smaller
stories.

Before launching Tiny Windows in 2018, Brosseau worked for

twelve years inside nonprofits, including running the Jewish
TED-style platform ELI Talks. She spent three years as the Chief
Innovation Officer of See3 Communications, a digital agency
dedicated exclusively to nonprofits and mission-driven
organizations. In that role, she worked closely with organizations
like the Alzheimer's Association, the BUILD Initiative, and
Make-A-Wish America to develop digital storytelling strategies,
create content, and build internal digital marketing capacity.
With Tiny Windows, Brosseau partners with nonprofit
organizations to create digital marketing and communications
strategies that help them connect their audiences both to the
mission and to one another, building meaningful communities
online.

Brosseau earned a master’s degree from Spertus Institute and a

certificate in Storytelling for Influence from IDEO. Her writing
has been featured by Beth’s Blog, Crackerjack Marketing,
npEngage, and other prominent nonprofit publications. She co-
authored the Social Media Policy Workbook in 2012 and more
recently co-authored the essay on marketing and communications
in the book titled Warm and Welcoming: How the Jewish
Community Can Become Truly Diverse and Inclusive in the 21st
Century (Rowman & Littlefield, 2021).

Miriam Brosseau, MA; Digital Marketing, the

University of Chicago
Why the University of Chicago?

Becoming a member of the University of Chicago community means

gaining access to world-class instructors and a cohort of curious, diverse
individuals.

Through a firm grounding in core principles and a rigorous approach to

problem-solving, our teaching method—the Chicago Approach—will
give you the tools you need to make sense of complex data and turn
ideas into impact. Program participants will receive a certificate of
completion and join a global network of thought leaders.

The University of Chicago Approach to

Online Learning
Our online learning programs are crafted to support your specific
professional development goals. Programs combine e-learning with live,
interactive sessions to strengthen your skill set while maximizing your
time. We couple academic theory and business knowledge with
practical, real-world application.

Through online learning sessions, you will have the opportunity to

interact with University of Chicago instructors and your peers.
Career Outlook
Digital marketing occupies a pivotal role in business; its imprint—
solidified, its reach—expansive. The curation of an organization’s
digital presence affords proximity to customers that was once
considered unattainable and promotes a well-rounded grasp of
one’s target audience. Digital marketing professionals equipped to
navigate the shifting virtual sphere with finesse are laying the
foundation for the future of marketing.

$50k 77.4% $786.2B

The average annual The percentage of The estimated value of
base pay for a digital organizations the global digital
marketing specialist currently investing in advertising and
in the US website optimization marketing market
by 2026

Potential Roles in Digital Marketing

• Channel Marketing Director • Internal Marketing Specialist

• Content Strategist • Paid Search Manager

• Digital Marketing Manager • SEO and SEM Specialist

• Digital Strategist • User Experience Designer

• E-commerce Marketing • Virtual Reality Developer

Specialist
• Web Marketing Manager
• Email Marketing Specialist
Weekly Schedule
This Digital Marketing program covers the following topics:

Module 1: The Digital Marketing Landscape

• How the history of digital marketing informs where the field is

headed

• The importance of ethical decision-making in the future of digital

marketing

• Evaluating your goals as an aspiring digital marketer and the

extent to which they align with opportunities in the field

Module 2: Create a Customer—Marketing Strategy

• Customer-centric digital marketing strategy

• Identifying the “characters” in an organization’s story

• The ethical considerations and implications surrounding customer-

centric messaging
Module 3: Platforms and Campaigns

• The current landscape of digital marketing channels and platforms

• Major types of marketing campaigns: SEO, SEM, and PPC, display

ads vs. native advertising, content marketing, SMM, email
marketing, mobile/text marketing, and affiliate marketing vs.
influencer marketing

• Creating a POST plan

• The alignment of digital channels with personal values and

company mission and purpose

Module 4: Measurement, Analysis, and Optimization

• The role of data and analytics in digital marketing

• Data analysis and storytelling skills

• Predictions on how emerging trends in data collection and

analysis will impact the field

Module 5: Digital Leadership

• The relationship between internal communication and leadership

and digital marketing effectiveness

• Digital leadership preferences and styles

• Planning how to navigate the balance between the fast pace of

digital marketing and the ethical considerations of effective
digital leadership
Module 6: Positioning Yourself for Success

• Synthesizing personal learning insights from previous modules

• Discovering possible career paths in digital marketing

• Developing a personal brand statement and accountability plan to

position yourself as an emerging digital marketer

The program outline may be subject to change based on academic adjustments.

Learn more
To schedule an appointment with admissions, contact
admissions@online.professional.uchicago.edu or
alternatively you can let us know when we can call you here.

Visit online.professional.uchicago.edu to learn more.