Why Digital Marketing?
The diverse cultures of our world—the compounds of our habits, conversations, memories, beliefs, spending patterns, entertainment, and work—are increasingly transacted within digital spaces. Unlike cultures contained within physical spaces like a theatre or a magazine, digitally held cultures are subject to the rapidly shifting nature of technology and design. Today your smartphone OS looks like one thing, but tomorrow one click pushes a million updates, and it looks like something else. Today our information is moving cloud-ward, but tomorrow…who knows? The high speed at which digital spaces are evolving creates the primary challenge of marketing in our time.
The goal of marketing is the same as ever: tell a story that attracts the right audience. That is, identify, gather, and engage with your supporters, your champions, your customers, your donors, your enthusiasts. But in our digitally inflected world, the constructs and best practices of traditional marketing just won’t cut it by themselves. In the words of the Chief Marketing Officer at The Recording Academy (The GRAMMYs), Evan Greene, “A significant challenge comes when marketers try to apply a traditional marketing construct to a new world digital order that shifts and changes in real time. Marketing must be more nimble, engaging, and participatory than in years past.”
The aim of this certificate in Digital Marketing is to equip you with essential marketing tools for our digital era, and, even more importantly, help you refine the timeless skills that will aid you in an ever-shifting landscape: strategic and tactical planning, achieving insight through data analytics and intuition, thinking ethically, and true leadership in your field.
Courses take place on the campus of Seattle Pacific University and meet once per week in the evening. Pass both of these courses to earn your certificate in Digital Marketing.
Content and Strategy (10 Weeks)
During our first quarter together, we'll focus on the core concepts and methodologies of digital marketing. At the end of the course, you'll have a deep understanding of how to conduct a thorough and comprehensive inbound marketing campaign:
- Setting up a content-focused website and integrated social media accounts
- Crafting written, image, audio, and video content with a specific conversion goal
- Analyzing a variety of data inputs to measure content metrics
- Refining content on the basis of that feedback
Strategy and Optimization (10 weeks)
The second course teaches advanced strategy and optimization techniques that build on the fundamentals of digital marketing. At the end of the course, you'll be able to identify and implement the ideal digital marketing strategy for a range of different business and individual needs with consideration of the following:
- Budget, timeline, and market space
- Advanced Segmenting
- Conversion lifecycle development
- Best practices in tools, techniques, site/social optimization, and continuous improvement
- Client and content strategy