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.
Most courses in this certificate program have no formal admissions requirements or application process. However, students are strongly encouraged to have:
The courses assume that you have knowledge of marketing fundamentals, basic Excel skills and comfort using 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 before enrolling in this course.
The course in Digital Marketing Strategy & Management requires that you must either have successfully completed or be enrolled in the Digital Marketing Fundamentals course.
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. After you complete your final course, you can submit a certificate request form. 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 four courses to earn the certificate (see Program Overview). After you complete your final course, you can get your certificate by submitting a request form.
You must complete four courses (two core courses and two electives) to earn the certificate. You should enroll in each course individually; there is no application process for this program.
Digital Marketing Fundamentals
Electives (Choose Two)
Content Marketing: Strategy & Methods
Social Media Strategy
Digital Marketing Strategy & Management
(Prerequisite: Digital Marketing Fundamentals)
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
Date: Monday, June 19, 2017
Time: 12:00 p.m. - 1:00 p.m. Pacific Time
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
Digital Vice President, Edelman
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.
Social media manager, marketing manager, digital marketing analyst — these are three of the most in-demand roles in marketing today. Learn about these hot jobs and how you can get started in each.
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 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.
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.