Business Driven Digital Marketing

A required course in the Digital Marketing & Communications Certificate Program.

Business driven digital marketing explores the continually evolving platforms and channels of digital marketing and how to acquire, convert, and retain customers through a variety of strategies. Students will craft tactics to optimize a company’s digital marketing footprint including social media, search engine marketing, mobile marketing, online advertising, and email marketing. Students will analyze audience definition and develop quantitative and measurable objectives that measure and track acquisition, conversion, and retention. Through analytical tools and processes, the student will learn to optimize the efforts deployed to achieve financial goals. Finally, students will learn how to communicate effectively with c-level executives using financial forecasts.


Learners who have completed previously offered courses MGMT X462.84 (Marketing Performance Optimization) or MGMT X462.85 (Digital Marketing Tactics & Trends) are not required to complete this course for the Digital Marketing & Communications Certificate Program.