How valued would your skills be as a dual certified digital marketer?
Consider this: According to a global survey, 74% of marketing executives believe there
is a critical talent shortage in this rapidly evolving field.[1]
The explosion of new options and omnichannel opportunities in digital marketing have
left many overwhelmed and even mystified, but with this course, you can gain a comprehensive
and practical working knowledge of the skill sets, tools and strategies needed to
succeed in the industry now and into the future.
After 10 weeks of self-paced format learning, students are prepared to take an exam to demonstrate their expertise and earn two
respected certifications from the Digital Marketing Institute and the American Marketing
Association.
[1] The Economist Group in association with Digital Marketing Institute (2019). Perpetual
Evolution: The interplay of talent and technology in the future of marketing.
This module opens by explaining the core concepts, principles, and purpose of digital
marketing in an era when machine learning algorithms, large language models, and AI-powered
tools are disrupting and transforming how businesses operate. It introduces digital
media and digital marketing channels, and it explores how AI technology and tools
are impacting on the roles and responsibilities of digital marketers today.
You will uncover audience and industry insights from digital research, and how to
connect effectively with customers and target audience with a 360 digital marketing
campaign.
This module explores the knowledge and skills required to plan and execute a content
marketing strategy in a persona-oriented, data-driven way. You will be able to connect
content to the Buyer’s Journey and understand how to engage your audience in a meaningful
way. It covers content creation, content curation, and how to extend the value of
content using scheduling tools and promotion methods.
The module concludes by examining the key metrics for measuring the success of a content
marketing campaign and how AI technologies can be used to enhance content marketing performance.
This module introduces the key social media platforms for digital marketing and demonstrates
how to set up a social media experience for a business. It explains the techniques
and best practices for growing and engaging a social media audience, and demonstrates
how to create effective paid advertising campaigns on the key social platforms.
It also covers how to extract and report on data from the platforms’ native analytics
tools to derive deeper audience and campaign insights.
This module begins with the fundamentals of SEO and how search engines and SERPs (search
engine results pages) work. It outlines different types of search queries, the role
keywords play, and the purpose of keyword research.
Next, it explains the difference between short-tail and long-tail keywords and recommends
best practices for implementing SEO keyword research. It addresses how to boost a
website’s organic search ranking using the three pillars of SEO: technical, on-page,
and off-page optimization. It also covers the benefits and advantages associated with
using free and paid SEO tools and the growing impact of AI technologies and tools
on the tasks and activities associated with SEO. Finally, it explains how and why
to track keyword rankings, organic traffic, and website conversions to measure SEO
performance.
This module focuses on two key domains within digital marketing: paid search (also
known as payper-click (PPC) advertising) and display and video advertising. Paid search
strategies are focused on capturing consumers who are actively seeking information,
products, or services. Display and video advertising strategies are broader, focused
on finding an audience, raising brand awareness, and generating interest in a brand,
product, or service. PPC and display and video advertising strategies serve different
purposes and offer distinctly different benefits to digital marketers. However, while
these strategies can be used independently, they are complementary in nature and can
also be used together in a more comprehensive digital marketing strategy.
The module begins with the fundamental principles of paid search and the role of search
engines and keywords in a paid search campaign. It introduces Google Ads, a widely
used digital marketing platform for paid advertising, and examines how to optimize
a PPC campaign by focusing on budgeting, bidding strategies, and writing effective
PPC ads.
Next, the module covers display and video advertising with a particular focus on the
Google Display Network (GDN), which enables advertisers to serve YouTube and display
ads to an audience using Google Ads.
Display and video ad formats are introduced including new and emerging generative
AI features and new AI-powered campaign types, such as Performance Max in Google Ads.
Audience and content targeting options for demand generation and remarketing techniques
on the GDN are also covered. Finally, the module concludes by examining how to manage
an advertising budget using Google Ads and how to measure and optimize PPC, display,
and video campaigns.
This module begins with the fundamentals of email marketing, including the central
role of data collection and email regulations. It then introduces key email marketing
tools and techniques, before exploring how automation can streamline your email marketing
campaign. It demonstrates how you can optimize email components such as the subject,
copy, imagery, and layout.
It then covers key topics around email campaign creation and how you can overcome
campaign delivery challenges. Finally, it covers how you can use metrics, tactics,
and best practices to test and optimize your email campaign.
This module opens by explaining how project management techniques are used to manage
marketing campaigns and to achieve project success. It explores how applying agile
thinking and developing an agile mindset can increase innovation and efficiency when
undertaking digital marketing tasks and assignments.
Next, it explores techniques to generate new ideas and to help remove barriers to
creativity. It examines techniques to improve problem-solving and to develop and hone
strategic thinking skills. It also covers tactics and strategies to manage time more
effectively to achieve personal and business objectives, and then concludes with tips
and techniques to help improve communication and persuasion skills in the workplace.
This module introduces key concepts and best practices underpinning effective website
design and the structure and organization of the types of websites you typically encounter
online, including ecommerce, lead generation, and portfolio (or brochure) websites.
It covers the role that marketers and the Buyer’s Journey play when planning a website
and it will enable you to build and publish a simple, well-designed, and optimized
website that is aligned to an organization’s specific business goals.
In this module, you will examine the principles of UX and user-centered design to
help develop a consistent, responsive, usable, and frictionless online experience
across device types.
Then you will dive deeper into the specific considerations, tactics, and best practices
for developing an effective ecommerce website or app. The module concludes by focusing
on the metrics you can use to capture, track, and measure website activity, and the
tactics and techniques used to evaluate and optimize the performance of a website.
This module begins with the fundamentals of digital marketing analytics. It also examines
the associated legal responsibilities and best practices concerning data collection,
consent, and privacy that enable a digital marketer to draw actionable conclusions
from website or marketing channel data.
You will learn how to set up and configure Google Analytics 4 (GA4), the latest version
of Google’s web analytics platform with AI-enhanced features, and install GA4 tracking
code to link it to your website. The module covers setting website goals to analyze
performance and analyze customer conversion journeys. It also provides comprehensive
detail on how to use GA4 reports and features to monitor and analyze digital campaigns.
This module identifies the core components of an effective digital marketing strategy,
and it explains how to develop an effective budget plan and measure the ROI for digital
activities.
It covers how to set clear and actionable objectives and measurable KPIs, as well
as the key research activities to undertake to guide channel selection and messaging.
It also explains how to develop a creative strategy based on campaign research to
engage an audience and deliver on campaign goals.
The module concludes by explaining how to execute a digital marketing strategy supported
by a channel plan, a paid media plan, a campaign action plan, and succinct strategy
documentation.
How You Will Learn
Course Format
100% online program can be completed at your own pace
10 weekly modules
30 hours of self-study learning content, practice exercises & quizzes
Access to all learning materials for 24 weeks
Certification exam must be taken within 24 weeks from start of program
Who Should Register
The Digital Marketing Professional program is any one who wnats to develop their skills
and increase their command of this dynamic and highly in-demand field, including:
Traditional marketing / PR professionals who want to learn digital strategies, tools
and best practices.
Digital marketing professionals who want to advance their careers with recognized
certifications.
Small business owners & entrepreneurs who want to quickly develop strategies and frameworks
to drive results.
Recent graduates who want to develop industry expertise.
Career changers who want break into the field with comprehensive training.
Consultants who want to develop their digital marketing knowledge to better serve
their clients.
Certifications
Upon completion of the course and successfully passing a 3-hour online exam, students
will earn two globally recognized certifications — the Certified Digital Marketing
Professional from the Digital Marketing Institute and the Professional Certified Marketer
(PCM®) from the American Marketing Association.
Take Our FREE Digital Diagnostic Challenge
Even those who consider themselves pretty digital savvy can have gaps in their knowledge
and skills. Our Digital Skills Test will tell you where those gaps are. Click the
button below to register for a Free skills test and get a full breakdown of your results
and the option to further analyze your strengths and challenges.
The Center for Continuing Education (CCE) at Stony Brook University is dedicated to
helping people and organizations develop the skills and talents they need to achieve
success and differentiate themselves in the marketplace. For over 20 years, CCE has
been a leader in professional education, serving individuals, organizations and corporations
across the region, state and nation.
Stony Brook University/SUNY is an equal opportunityemployer and educator.
Bring Stony Brook to Your Organization
Stony Brook University's Center for Continuing Education offers customized corporate
and industry-specific programs.