Certificate in Digital Marketing
Lead Strategically. Execute Precisely. Thrive in a Digital-First, AI-Driven World.
In today’s marketing landscape, digital is the new normal—accounting for nearly 75% of total marketing spend. This non-credit, open enrollment certificate course equips professionals with the essential strategic frameworks, analytical tools, and hands-on tactical skills needed to succeed and lead in this fast-evolving digital era.
Designed for professionals across industries, this course explores the intersection of creativity, data, and technology to build digital fluency and marketing leadership. Whether you’re transitioning into digital marketing or enhancing your existing expertise, this course provides a powerful foundation to advance your career.
Certificate Highlights:
- Continuous Optimization: In today’s digital landscape, test, learn, and test again isn’t optional—it’s essential. With tens of thousands of campaign adjustments happening monthly, adaptability is key.
- Embracing Change: Digital marketing evolves rapidly. Learn how to become a student of change and stay ahead of shifting technologies, trends, and consumer behaviors.
- Segmentation & Targeting: Develop advanced strategies for behavioral, attitudinal, and demographic segmentation to effectively reach and engage digital audiences.
- Strategic Foundations: Build deep expertise in positioning, pricing, and brand management within increasingly competitive and cluttered digital environments.
- Channel Integration: Gain practical skills in integrating CRM systems, search marketing, social media, and other digital channels to create cohesive, multi-platform campaigns.
- Customer-Centric Mindset: Today’s customers are in control—of the conversation, the experience, and the brand relationship. Learn to study them closely and respond with communications, products, and services that truly meet their needs.
This program is not currently accepting registrations. Please join our mailing list to learn about other programs currently available, and/or the interest list to be notified the next time it is offered.
The WFU marketing program provides the right balance of philosophies and practicum by a professor who’s actively driving growth and profitability for name-brand clients. Professor King cuts through the overused buzzwords and shiny veneer of the marketing world to teach effective, data-driven marketing for students who want to truly understand marketing and excel in their careers.
Additional Information
The capstone project combines all the concepts learned in the course into one professional presentation. Participants will complete a presentation on an actual brand (or internal business challenge) and will use real data. Additionally, the faculty will provide feedback on your project. The purpose of this assignment is to apply the skills learned throughout the course to a real life project.
The Certificate in Digital Marketing will be offered in seven live sessions combined with asynchronous work over the course of two months.
- Session 1:
- Current Trends in Digital Marketing
- Characteristics of a Good Student, Team Member, and Leader
- Session 2:
- Emotional vs. Rational Drivers in Decision Making
- The Customer Journey
- Session 3:
- Importance of Website Design and User Experience (UX/UI)
- Introduction to AI Tools like Perplexity—Evergreen
- Session 4:
- Overview: Social Media’s Role in Brand Visibility
- HubSpot Certifications and its Relevance
- Session 5:
- How Google PPC Works
- How Amazon Works
- Session 6:
- Visual Storytelling Techniques for Engaging Presentations
- Session 7:
- Strategies for Delivering Persuasive Presentations
Capstone Projects Due:
Course materials are included in the cost of tuition. Course materials will be distributed electronically in advance of the program start date. Participants must have a laptop or tablet computer to access course materials.
Program Cancellation
This course is offered contingent upon sufficient enrollment. If a course must be canceled, all registered participants will be notified at least five (5) calendar days before the course’s start date. All registered participants will receive a 100% tuition refund. No fees will be charged for canceled courses.
Individual Cancellation – Refund Policy
Prospective participants who withdraw at least 10 days prior to the start of a course will receive a full refund of tuition paid.
For more information, or to speak with a program adviser, please send an email to executivewake@wfu.edu
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