Digital Marketing Certificate Program

182BDM101AM-D & 182BDM102AM-D

Student Name :
Start Date :
End Date :

Program Clock Hours: 78 hours

Tuition: $3,745.00
Duration: 8 Weeks

Overview

Students will select one of the following course options when registering for the Digital Marketing
Certificate program, or choose to take both programs at the discounted rate stated above.

Digital Marketing Strategy and Analysis

To be a great at digital marketing you need to be able to create a strategy that supports your goals,
execute the strategy on time, within budget, and with measurable results. This course is taught by a
leading marketing strategist and Chief Digital Officer at one of DFW's leading agencies. You will learn:
• Focusing resources to go beyond tactical, "shiny objective" thinking
• Creating engaging customer experiences in digital media (social, online, mobile)
• Measuring the success of a digital marketing campaign and strategy and calculating your ROI
• Retargeting strategies and campaigns
• Monetizing and conversion strategies and tactics
• Digital project management: plan, scope, budget and manage digital campaigns and initiatives

Concentration in Digital Branding and Communications

The ability to analyze, understand, and use your data has become a fundamental component of the
marketing profession and nowhere is it more prevalent than digital. Using a variety of analytics tools but
with a focus on Google Analytics you will learn:
• Aligning measurement with strategic objectives
• Measurement methodologies and tools for different digital marketing channels
• Overview of analytics tools: what to use when and how to use the most important tools
• Insights from data: customer profiles and segments
• Conversion funnels and goals and conversion optimization
• Attribution methods, models and how to put an attribution system in place
• When and how to merge online and offline data
• Google analytics and google tag manager

Southern Methodist University – CAPE / 6185 Airline Road / Dallas, TX 75275 / PH: (214) 768.1192 FAX: (214) 768.1192
Robert F. Hurst / continuing.ed@smu.edu / http://www.smu.edu/CAPE/ProfessionalDevelopment/DigitalMarketing
Outline:

Digital Marketing Strategy and Management

I. Digital Marketing Strategy and Management
II. Digital Marketing Analytics

Concentration in Digital Branding and Communications

I. Best Practices in Social Media and Digital Communications

II. Digital Engagement and Advanced Social Media Management

Southern Methodist University – CAPE / 6185 Airline Road / Dallas, TX 75275 / PH: (214) 768.1192 FAX: (214) 768.1192
Robert F. Hurst / continuing.ed@smu.edu / http://www.smu.edu/CAPE/ProfessionalDevelopment/DigitalMarketing