Develop an Effective Digital Marketing Strategy
Next start date:
October 2, 2018
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 create a cohesive digital customer experience and 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.
Applicants must have one of the following:
You should have knowledge of marketing fundamentals, basic Excel skills and comfort with new web-based platforms. Those who don’t have a solid foundation in marketing may want to complete the Introduction to Marketing course from Coursera.org or a similar course before enrolling in this program.
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.
International students are welcome to apply to an online offering of this program, which doesn’t require a visa. To enroll in a classroom offering, you 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 adhering to the program's attendance policy and successfully completing all required courses. For more information, see Earning the Certificate.
Instructors from the Certificate in Digital Marketing explain features of the program and the real-world experience and networking opportunities that students can gain.
You may be eligible to apply for a UWPCE Certificate Scholarship to cover most of the costs of this program. Scholarships are awarded based on financial need and the potential of the program to positively impact your career. See the scholarship page for eligibility information and application instructions.
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.
Inbound Digital Marketing
Digital Advertising & Email Marketing
Digital Marketing Strategy
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, Senior Manager, Digital Analytics & Optimization, Premera
Jennifer Buchanan, Digital Insights Lead, Deloitte Digital
Patrick Byers, Owner, Outsource Marketing
Jessica Evans Fark, VP, Digital, Edelman
Travis Giffen, Principal Solutions Consultant, Marketing Cloud, Adobe
Lia Godoy, Senior Manager, Marketing Analytics, Office Marketing, Microsoft
Robert Gubas, Senior Director, Global Integrated Marketing, Concur
Doug Hunt, Chief Marketing Strategist, Catalysis
Kristina Kledzik, Acquisition Marketing Manager, Rover
Andrea Mathews, Executive VP, Loyalty Strategy, REI
Ryan Metzger, Director of Growth Marketing, Madrona Venture Group
Malia Morrison, Director of Professional Programs, UW Continuum College
Julie Storer, Senior Manager, CMO Office, Deloitte Digital
Nicholas Thiel, Creative Director, Starbucks
Carrie Woolman, Digital Transformation Leader, Adobe
“The program was great because there were other people who were in career transition, like I was, and really pivoting into a brand new world. So it was a great way for me to network with other people.”
Start and finish your program with the same group of students, with frequent opportunities to interact with your instructors and classmates along the way. Courses are 100 percent online, with set due dates for assignments but no class meetings. Learn More »
Attend classes part time at one of our convenient locations in the Puget Sound region. You’ll engage face to face with your classmates and instructors as part of a highly interactive curriculum. Learn More »
Download the application form (PDF)
Complete your application and submit the materials listed in step 1, along with your $50 nonrefundable application fee.
We’re currently accepting applications and will be reviewing them in the order they’re received. We’ll accept applications until two weeks before the first class meeting or until the program fills, whichever comes first.
We’ll contact you within two weeks of receiving your application materials to let you know if you’ve been accepted to the program.
If you’re accepted, we’ll send you details about your first-term course, including information on how to register and pay your course fees. Payment is due no later than two days before your first class.
You may qualify for an income-based scholarship for this program. To learn about eligibility requirements and how to apply, visit the UWPCE Certificate Scholarship page.
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
Join an upcoming information meeting to learn more about the program, curriculum, and instructors.
Wed, Aug 8 at 12 p.m. – Online
Principal Product Manager – Self-Service Performance Advertising, Amazon
Founding Partner, Curious Capital
Marketing Consultant and Ad Tech Executive
Senior Manager; Advertising, Marketing and Commerce; Deloitte Digital
Senior Vice President, Channel Planning, Edelman
Vice President of Marketing & Outreach, Brown Paper Tickets
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.
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.
Discover how to leverage various digital marketing channels to produce measurable results. Explore fundamental concepts for creating and managing impactful digital content.
Hone your marketing skills and tactics as you learn to determine customer needs and use this information to direct your product decisions, distribution, branding and marketing channel approach.
Learn how to define the narrative and distribute your message across multiple channels. Develop a complete strategic communications plan that positions your brand and connects with your target audience.
Walk through the analytical methods that go into creating and executing a useful digital marketing measurement plan.
Learn how to plan, set up and execute successful integrated marketing campaigns. Discover how to express brand value and selling proposition consistently through all media and customer touch points.
Learn about key marketing concepts and terminology, with an emphasis on understanding and addressing customer needs. Explore the advantages of various marketing strategies.
Learn what the key performance indicators (KPIs) for digital marketing are and understand how to use data to answer different kinds of business questions.
Work with a team to complete a marketing plan that addresses the challenges of a real client in the Puget Sound region. Present detailed marketing recommendations to the client.
Practice analyzing marketing data to answer specific business questions and recommending ways to optimize digital marketing efforts. Build expertise in Google Analytics.