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Digital Marketing

UCI Continuing Education has developed a new 4-course Digital Marketing & Communications certificate program combining the in-demand knowledge areas and skills of today's marketing professional. The exciting new program improves upon, and replaces our existing suite of marketing courses. The deadline to apply for candidacy in the legacy Social Media, Digital Marketing, and Marketing & Communications programs is February 25, 2019 and all associated courses will no longer be scheduled after summer quarter 2019.

Please reach out to our program representative Henry Ngo at henry.ngo@uci.edu with any questions or to discuss a transition plan into the new program.

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Overview

The Digital Marketing Association Essential for all marketing professionals and business people, the Digital Marketing Certificate Program is designed to provide you with a comprehensive examination of tactics and strategies across social media, mobile marketing, online analytics, and search engine marketing aimed at fully leveraging the Internet for achieving business goals such as acquiring, converting, and retaining online customers.

Learn to integrate new tactics and strategies with traditional marketing tools and practices aimed at acquiring new customers, building customer loyalty, providing superior customer service, developing new products, improving profitability and conducting market research. Study the value of—and methods for—determining the return on investment for digital marketing programs, as well as online visitor and buyer behavior. Discover strategies and develop plans for maximizing your marketing budget.

Who Should Attend

  • Professionals tasked with improving website performance, online marketing campaigns, search marketing and web analytics skills
  • Those interested in advancing a career in marketing

Career Insight

Occupational summary for market research analysts and marketing specialists in the United States.

566,480
Jobs
(2016)
18.60%
Projected Growth
(2017-2027)
$46k-$89k
Annual Salary
(25th-75th Percentile)

Program Benefits

  • Build effective online marketing strategies for customer acquisition, conversion and retention
  • Integrate key analytics and consumer browsing behavior into your online marketing efforts
  • Drive more traffic to your website using search engine marketing (SEM) techniques, including search engine optimization (SEO), to enhance both organic and paid search tactics, and maximize promotional dollars
  • Track and measure online marketing campaigns using website analytical services
  • Apply social media, mobile and emerging technologies to promotions

Course Schedule

To learn about how to complete this certificate in one quarter visit our Digital Marketing ACP Overview Page.

Required Courses

TitleWinterSpringSummerFall
MGMT X461.41
Overview of Digital Marketing (2 units)
MGMT X461.41
Online to be scheduled to be scheduled Online
MGMT X461.64
Social Media and Internet Audience Profiling (2 units)
MGMT X461.64
Online to be scheduled to be scheduled Online
MGMT X461.42
Online Analytics and Measurement (2 units)
MGMT X461.42
  to be scheduled   Online
MGMT X461.66
Planning and Developing Your Search Engine Marketing (2 units)
MGMT X461.66
Online   to be scheduled  
MGMT X461.43
Website Optimization and Personalization (2 units)
MGMT X461.43
  to be scheduled   Online
MGMT X461.54
Developing A Social Media Strategy (2 units)
MGMT X461.54
Online to be scheduled to be scheduled  

Elective Courses

TitleWinterSpringSummerFall
Digital Marketing
MGMT X461.44
Display Advertising (2 units)
MGMT X461.44
  to be scheduled    
MGMT X461.84
Transmedia Marketing Through Storytelling (2 units)
MGMT X461.84
Online      
MGMT X461.85
Email Marketing (2 units)
MGMT X461.85
  to be scheduled    
MGMT X461.46
Mobile Marketing (2 units)
MGMT X461.46
      Online
MGMT X461.69
Online Video Marketing (2 units)
MGMT X461.69
    to be scheduled  

Course schedules are subject to change. Individual courses may be taken without enrolling in the full certificate.

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Learn How To Earn Your Certificate

Certificate Eligibility and Requirements

To earn the Digital Marketing Certificate, participants must complete six (6) required courses and a minimum of four (4) units of elective courses with a grade of “C” or better, for a minimum of 16 units (160 hours) of instruction. To become an official candidate in the program, students pursuing the certificate must submit a Declaration of Candidacy. Students are encouraged to declare candidacy as soon as possible, but no later than after the third course in the program. To receive the certificate, after completing all program requirements, students must submit a Request for Certificate. All requirements must be completed within five (5) years after enrolling in the first course. Students not pursuing a certificate are welcome to take as many individual courses as they wish.

Advisory Committee

  • Mirna Bard, President & Social Media Consultant, NuReach Global
  • Tim Callen, Managing Partner, RBT Agency
  • Taline Felix, Digital and Social Media Director, Sprocket Media
  • Jerri Lynn Hogg, Assistant Professor, Communication Management and Media Psychology, Bay Path College
  • Steve Kinney Chief Executive Officer and President, Search Optimizers
  • Pamela Rutledge, Media Psychologist, Media Psychology Research Center

English Proficiency Requirement
All certificate programs at UCI Division of Continuing Education (classroom and online formats) require professional-level English language proficiency in listening and note-taking, reading comprehension and vocabulary, written expression, and oral presentation.

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