Develop an Effective Digital Marketing Strategy
Next start date
The opportunities for marketing in today’s digital landscape are vast. How do you evaluate the many options and craft a comprehensive digital marketing plan that aligns with your business goals? What are the best strategies to guide you in acquiring and retaining customers?
In this certificate program, you’ll explore ways to leverage various digital marketing channels to produce measurable results. We’ll cover fundamental concepts for creating and managing impactful digital content and discuss approaches for attracting and engaging your customers. Get the breadth and depth of knowledge you need to optimize your digital marketing efforts.
Business professionals with some experience or education in marketing.
The program will start from the assumption that you have knowledge of marketing fundamentals, basic Excel skills and comfort using new Web-based platforms. Those who do not have a foundation in marketing may want to take the free Coursera Introduction to Marketing course before enrolling in this certificate.
If you're not a native English speaker, you’ll need to have at least basic English language skills to enroll. To learn more, see English Language Proficiency Requirements.
To enroll, international students must have a visa that permits study in the United States. This program does not enable students to obtain or maintain F-1 visa status. For more information, see Admission Requirements for International Students.
You must have access to a computer, and we recommend a high-speed internet connection.
You earn the certificate by regularly attending class and successfully completing all required courses. For more information, see Completing Your Program.
Instructors from the Certificate in Digital Marketing explain features of the program and the real-world experience and networking opportunities that students can gain.
Complete the courses listed below to earn the certificate. You may be able to take individual courses without enrolling in the certificate program; check the course pages for details.
Digital Marketing Strategies & Tactics I
Digital Marketing Strategies & Tactics II
Digital Marketing Practicum
Certificate in Digital Marketing
Approved by the UW Foster School of Business.
View this program's advisory board.
Each of our programs uses an advisory board to review content, guide design and recommend updates to ensure the program remains current as the field of study evolves. By tapping the minds of the top thinkers, doers and leaders in the field, we offer a transformational learning experience. The following individuals serve as the advisory board for this program.
Brian Behunin, Director, Customer Intelligence and Analytics, Alaska Air
Rovy Branon, Vice Provost, University of Washington Continuum College
Jennifer Buchanan, Social Intelligence Lead, Deloitte Digital
Patrick Byers, Owner, Outsource Marketing
Matt Disston, Marketing Consultant and former UC Irvine Marketing Lecturer
Jessica Evans Fark, VP, Digital, Edelman
Dan Fine, Principal, Fine Solutions
Maren Finzer, Founder, Maren Finzer Brand Strategy, and Communications Director, Side-by-Side
Travis Giffen, Principal Solutions Consultant -- Marketing Cloud, Adobe
Lia Godoy, Senior Analytics Manager, Marchex
Robert Gubas, Chief Marketing Officer, LearnBIG
Doug Hunt, Chief Marketing Strategist, Catalysis
Santosh Iyer, Product Manager, Expedia
Kristina Kledzik, Acquisition Marketing Manager, Rover
Joy Liuzzo, VP, Radius Global
Andrea Mathews, Divisional VP, Loyalty Strategy
Ryan Metzger, Director of Growth Marketing, Madrona Venture Group
Malia Morrison, Program Manager, University of Washington
Oliver Rutz, Associate Professor of Marketing, University of Washington
Julie Storer, Group Account Director, Deloitte Digital
Ben Straley, VP, Digital Products, Starbucks
Carrie Woolman, Director of Analytics and Targeting, The Hacker Group
With the exception of the one-time application fee, certificate program fees are charged on a quarterly basis. Payment is due when you register.
Course fees do not include any costs for class materials such as textbooks and software.
Drops, Withdrawals & Refunds
Attend class in person at one of our convenient locations. You’ll engage face to face with your classmates and instructors as part of a highly interactive curriculum. An online learning management system may be required to access some course materials and assignments.
Our special blended programs combine the convenience of online study with the vibrancy of in-person classes for a unique learning experience.
Not available for this program
Enjoy the flexibility of online learning, which allows you to participate in class activities, assignments and discussions on your schedule, from anywhere. Experience cutting-edge technology and a supportive, diverse learning community.
Senior Manager, Emerging Product Sales, Amazon
Chief Marketing Officer, Bitly
Engagement Manager, Bridge Partners Consulting
Vice President, Assembly Inc.
Chief Operating Officer, Ookla
If you’re thinking about heading back to school, you’re probably also wondering how you’ll pay for it. To help you figure that out, we’ve put together a list of ways to help fund your education.
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Investigate data collection processes and find out how to extract, parse and interpret the information, and learn best practices for communicating the results to decision makers.
Hone your marketing skills and tactics as you dig into specific channels and tools for developing integrated marketing campaigns and measuring their performance.
Learn how to control the narrative and develop a complete strategic communications plan that positions your brand and connects with your target audience.
Examine established and emerging social media tools and platforms, and learn how to develop a strategy that engages your audience and produces business value for your organization.
Learn about key marketing concepts and terminology, with an emphasis on understanding and addressing customer needs. Explore the advantages of various marketing strategies.