COVID-19 Vaccine Requirement

All UW Professional & Continuing Education students, including fully online students, must provide proof of vaccination against COVID-19 or submit a request for medical or religious exemption. 

Learn more >>

Integrated Marketing Communications

collapse

Course Details

This course can only be taken as part of the Certificate in Strategic Marketing.

Get Program Details

About this Course


In this course, you’ll learn to plan, set up and execute successful integrated marketing campaigns. We’ll cover how to identify the goals and success metrics for your marketing plan, including increased sales or market share, brand awareness and targeted return on investment. We’ll explore the strengths, weaknesses, uses and costs of different marketing channels. You’ll test out common tools used to manage and evaluate different types of digital marketing campaigns, and learn to express brand value and selling proposition consistently through all media and customer touch points.

What You'll Learn

  • Frameworks for developing an integrated marketing campaign
  • Website optimization: SEO, HTML, content
  • Social media marketing: paid and organic
  • Online advertising
  • Email marketing
  • Public relations and influencer outreach
  • Mobile marketing
  • Conferences and events
  • Measuring performance: attribution analytics and reporting
  Stay up to date with emails featuring career tips, event invitations and program updates.       Sign Up Now