Digital Marketing Certificate

Digital marketing is one of the fastest evolving industries today, and many executives struggle to keep up with the rapid pace of change. The most successful executives need to understand the managerial frameworks and strategies behind apps, marketing channels, and social media networks.

This program takes a deep dive into the evolution of digital marketing strategies and tactics and how they are fundamentally changing the way organizations operate. Participants will learn to develop a strategic digital roadmap that meets both customer expectations and the organization’s business objectives, implement and measure its impact, and integrate it within the larger marketing strategy.

Accredited from the Digital Marketing Institute (DMI), the AUC School of Business Executive Education Digital Marketing Certificate offers a unique understanding of the digital marketing journey. The program enables participants to enhance their career in digital marketing; utilizing a hands-on learning approach and gaining a deep understanding of the frameworks, practices, and applied skills needed to develop, plan, and implement an effective digital marketing strategy.

• Gain a thorough and hands-on understanding of the digital marketing landscape that has changed consumer behavior, disrupted the way businesses sell, and forever changed the customer journey
• Identify and evaluate the different types of digital marketing objectives and tie them to your organization’s business strategy from an integrated marketing perspective
• Practice the right tactics within any strategy that will allow you to activate the different parts of your funnel
• Create a content marketing strategy that attracts target audiences and delivers value
• Measure, analyze, and report on the performance of your digital marketing strategy
• Develop your business acumen skills through critical thinking, collaboration, and communication

• Junior to mid-level marketing professionals seeking to develop a comprehensive understanding of digital marketing and to progress their careers
• C-suite executives seeking to update their digital language Career switchers
• Job seekers looking to make a formal switch to digital marketing
• Consultants aiming to strengthen their knowledge of digital marketing tools and strategies as a way to develop better solutions for their clients
• Entrepreneurs looking to take their business knowledge to the next level Agency Professionals opting for improving the performance of their client's digital marketing strategy
• For professionals in agencies, publishers, or on the clients' side

Digital Marketing Landscape (9 hrs)

• Recognize the ecosystem of the internet from the perspective of digital marketing
• Explain the new digital context with its technology, business impact, and trends as well as the opportunities and challenges
• Examine a client’s digital structure
• Recognize digital marketing opportunities in GSM mobile networks
• Explore the digital mindset in terms of digital governance, ethics, security, and law

Digital Marketing Strategy and Planning (12 hrs)

• Set, evaluate and communicate a digital marketing strategy
• Align and synergize both marketing objectives and digital objectives
• Apply a clear framework for building a winning digital marketing strategy
• Identify the right set of KPIs for different strategic objectives

Content Marketing (21 hrs)

• Identify and develop the different types of content needed to influence the customer across every stage of the buyer’s journey
• Gain technical knowledge of the concepts and best practices needed to create content that turns audiences into prospects, prospects into customers, and customers into advocates
• Measure the impact of your content marketing across your digital channels using analytics dashboards

Digital Execution I and II Tactics and Buying Methods (24 hrs and 24 hrs)

• Examine the full cycle of digital marketing implementation: SEO, SEM, display advertising and YouTube, social media advertising, programmatic buying, eCommerce, as well as special tactics such as remarketing and growth hacking
• Increase brand awareness through media buying
• Drive qualified traffic to your website and optimize it
• Invest in SEO to leverage higher ROIs
• Segment subscribers and retain customers through email marketing
• Use social media to increase brand equity and audience engagement
• Leverage display advertising and choose the right buying techniques
• Focus on mobile marketing efforts to reach the customer where it matters most

Digital Analytics (15 hrs)

• Achieve your business goals with your digital toolbox
• Use digital metrics and data analytics to track business performance
• Identify data collection, data analysis techniques, and marketing automation

Capstone Project (5 hrs)

• Build on your key takeaways from the above journey and apply them to a final capstone project based on your learnings from all previous courses
• Due two weeks after the last course

Business Acumen (Self-Paced Online)

Effectively operating within a business setting and having a positive contribution require a certain set of skills and competencies. The business acumen courses explore critical 21st-century skills needed for today’s business world, enabling passion and speed in dealing with different business situations.

To check out the full list of our Business Acumen courses, click here.

Admission Criteria

• Bachelor’s degree
• Proficiency in written and spoken English

Admission Process

1. Prepare a clear scanned copy of the following documents (saved in PDF format):
   1. Original bachelor’s degree certificate
   2. National identification card (ID)/passport
2. Fill in the application and upload the above PDF documents
3. The Admissions Committee will review your application and contact you if needed
4. You will receive an acceptance email specifying the next steps for online payment. Your registration is confirmed upon payment

For any inquiries regarding the application process, contact us at 15592 or send an email.