Certificate in Digital & Social Media Marketing

Take 105 hours of classroom training, including a capstone class and two other required courses and as few as three electives, and you will be awarded a Certificate in Digital & Social Media Marketing. Completion of your certificate can be done in as little as two semesters.

 

 
Two-Day Digital and Social Media Courses (14 hours) $499
Three-Day Digital and Social Media Courses (21 hours) $749

Social Media Marketing

April 8, 9  & 16, 2016  |  9 AM–5 PM  |  21 Hours ($749)  |  Register  |  This email address is being protected from spambots. You need JavaScript enabled to view it.

Instructor: Brianna Smith

Social networks are becoming an integral part of the marketing mix. On these platforms, brands can engage with prospects and consumers on many levels. In this course you will learn how to create a brand presence on these social networks, understand the differences between earned and paid media, the various tools (free and paid) used to listen and engage with consumers, how to manage healthy communities, crisis management, rules of engagement for high profile individuals and corporations, the importance of transparency, the various ways engagement is measured, the value of a Facebook like, and how to calculate return on investment. Social networks discussed will include Facebook, Twitter, Tumblr, Instagram, LinkedIn, WordPress, etc. Tools used and discussed will include Netbase (our partner), HootSuite, TweetDeck, Technorati, etc. Real life case studies will be discussed throughout this course.

As a part of this class students will also become Hootsuite Certified on the last day!

Prerequisite: If less than an associate’s degree and less than two years of marketing experience, your resume must be submitted.

Location: UMSL North Campus

Strategic Search Engine Marketing

May 20, 21 & 28 2016  |  9 AM–5 PM  |  21 Hours ($749)  |  Register  |  This email address is being protected from spambots. You need JavaScript enabled to view it.

Instructor: Amy Warren

Search marketing is more than 50% of the digital marketing budget and growing every day. It is highly measurable and is one of the most efficient means to find your prospects at any point in the purchase cycle. In this course you will learn how to develop a successful search program, learn about the relationship between search engine optimization (SEO) and search engine marketing (SEM); keyword selection, placement and frequency; the push to mobile search; research algorithms; meta tags; the different types of listings; how to optimize site content; differences between Google, Yahoo and Bing; and how to optimize such campaigns for success. You will obtain hands-on experience by setting up and monitoring a real paid search campaign under the instructor’s guidance.

As a part of this class students will also become Google Adwords Certified on the last day!

Prerequisite: If less than an associate’s degree and less than two years of marketing experience, your resume must be submitted.

Location: UMSL North Campus, Express Scripts Hall, Room 106 (map:  https://www.umsl.edu/files/pdfs/north-campus-map.pdf)

Blogs to Buzz

Fall 2016  |  9 AM–5 PM  |  14 Hours ($499)  |  Register  |  This email address is being protected from spambots. You need JavaScript enabled to view it.

Instructor: Danielle Smith

Your company has an opportunity to stand out from the pack by creating a blog that is a full and functional part of both your brand and website. By connecting with your core audience you humanize your brand, develop strategic partnerships, generate your own publicity, establish authority and increase your bottom line. In this course you will learn how to build a blog marketing strategy that expands your customer base and grows your website traffic. Additionally, you will learn how to integrate your blog with your various social media platforms for optimal engagement with your community.  

Prerequisite: If less than an associate’s degree and less than two years of marketing experience, your resume must be submitted.

Location: TBA

An Immersion into Digital Media and Display Advertising

February 20 & 27 2016  |  9 AM–5 PM  |  14 Hours ($499)  |  Register  |  This email address is being protected from spambots. You need JavaScript enabled to view it.  

Instructor: Eric Nelson

Digital media buyers today are more than just buyers, they are planners and strategists ready to react in a moment’s notice. In this course you will be exposed to the various digital media advertising options available including site-direct, ad networks, and programmatic buying across desktop, mobile, tablet, audio, video, and social. Topics Covered include:

  • Online Advertising Industry Overview
  • The Essentials of Online Advertising
  • Buy Side vs. Sell Side
  • The Digital landscape
  • Key Technologies
  • What is Programmatic
  • How Does Real Time Bidding Work?
  • Pricing Models
  • Ad Tags and Cookies
  • Ad Sizes (IAB standards)
  • Audience Targeting

Prerequisite: If less than an associate’s degree and less than two years of marketing experience, your resume must be submitted.

Location: UMSL North Campus

Mobile Marketing

March 4 & 11, 2016  |  9 AM–5 PM  |  14 Hours ($499)  |  Register  |  This email address is being protected from spambots. You need JavaScript enabled to view it.

Instructor: Chris Carril

Experience the full range of mobile marketing techniques from strategy to execution. This course provides applicable knowledge on the following pillars of mobile.

  • Mobile product management: apps and websites
  • Mobile advertising: display and search
  • Mobile communications: text messaging and push notifications
  • Mobile analytics and success measurement
  • Mobile relationship management
  • Emerging technologies: watches, wearables, and what’s next

Ultimately you will possess the understanding to augment your current marketing practices with mobile or to serve as a standalone mobile marketing subject matter expert.

Prerequisite: If less than an associate’s degree and less than two years of marketing experience, your resume must be submitted.

 

LOCATION:  UMSL North Campus

Data Analysis, Interpretation and Dashboarding

January 27, February 3, 10, 17, 24 & March 2 2016  |  Wednesdays, 6–8:30 PM  |  14 Hours ($499)  |  Register  |  This email address is being protected from spambots. You need JavaScript enabled to view it.

Instructor: Rhonda Drake

Learn how to cull and define Key Performance Indicators out of marketing data and design dashboards that organizational managers will depend on to run their business! Creating corporate dashboards can often be a daunting task, with the disparate data sources and corporate departments who will consume the data. Learn how to think through the key issues to set up a design for dashboard, then work with actual data to create a dashboard for an organization. In addition you will learn data analytic techniques to assess changes in metrics for statistical significance. You will learn how to determine when you are reading actual change versus random variation in the data.

Prerequisite: If less than an associate’s degree and less than two years of marketing experience, your resume must be submitted.

Location:  UMSL North Campus

Effective Email Strategy: Content, Social Media Integration and Retention

February 6 & 13 2016  |  9 AM–5 PM  |  14 Hours ($499)  |  Register  |  This email address is being protected from spambots. You need JavaScript enabled to view it.

Instructor: April Mullen

It’s often thought that email has run its course and is on its way out of the marketing mix.  In reality, email is still the single most effective digital channel for reaching customers and prospects and retaining them. In this course you will learn how to create effective email strategies. Specifically, the instructor will discuss effective subject lines, powerful copy approaches, testing techniques, measurement and segmented list strategies. Additionally, you will discover how email fits into the marketing mix and how effective it is in a mobile and social world. Innovative technologies, such as responsive and agile email design will be discussed and demonstrated, ensuring the course covers the most sophisticated of email technologies and strategies today. 

Prerequisite: If less than an associate’s degree and less than two years of marketing experience, your resume must be submitted.

Location: UMSL North Campus

Web Analytics

March 18, 19, 25 2016  |  9 AM–5 PM  |  21 Hours ($749)  |  Register  |  This email address is being protected from spambots. You need JavaScript enabled to view it.

Instructor: Rhonda Drake

Understanding web behavior is important to ensure a good user experience and maximum conversion rate of visitors to customers. In this class you will learn how to pull reports and glean insights for web tracking tools including Google Analytics and Adobe Sitecatalyst. You will learn Google Analytics from implementation to segmentation to campaign tracking; additionally, you will be given access to Adobe Sitecatalyst (our partner) for training purposes where we will explore pathing, conversion funnels and dashboarding. Development of Key Performance Indicators also will be discussed.

As a part of this class students will also become Google Analytics Certified on the last day!

Prerequisite: If less than an associate’s degree and less than two years of marketing experience, your resume must be submitted.

Location: UMSL North Campus

Capstone: Digital Strategies

April 29, 30 & May 14 2016  |  9 AM–5 PM  |  21 Hours ($749) |  Register  |  This email address is being protected from spambots. You need JavaScript enabled to view it.

In this capstone class, students will research and build out an integrated marketing plan for a business to be selected by the instructor. In particular, they will learn how to conduct a market segment analysis, determine their target’s consumption of digital and social media, assess the competition, determine pricing and promotion, set strategy by channel, identify key performance indicators for monitoring the business and lastly learn how to set goals both long and short term. Students will bring everything they have learned together showing they know how to build a truly integrated marketing plan. Students will work in small teams on this project.

All prior certification requirements must be met prior to taking this course. The final team presentation will be made in front of a judging committee comprised of the instructor, program director and members of the Digital Media Marketing Advisory Board.

Location: UMSL North Campus

Financial Aid

The Workforce Investment Act governed by the Workforce Investment Board distributes funds through the UrbanForce program at the St. Louis Agency on Training and Employment (SLATE)