Find the Right Marketing Program for You


Part business, part communications, perhaps part magic — marketing is a multifaceted profession. Whether you’re looking to break into the field or hone the skills you have, UW Professional & Continuing Education has a program that will get you there.

Compare our certificates, specializations and courses and find the right one for you. 

Compare Programs

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Digital Marketing

Learn how to create a comprehensive digital strategy that aligns with business goals and leverage various digital marketing channels to produce measurable results.

Key Skills
  • How to use channels such as email, search, digital advertising and social media
  • Website and campaign optimization
  • Budgeting, forecasting and measurement
  • The essentials of a digital marketing plan
Good For

Professionals in any field with some experience or education in marketing who want to learn the ins and outs of digital marketing.

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Marketing Foundations

Learn the fundamental how-tos of managing brands, acquiring customers and promoting products as you explore both the creative and technical sides of the marketing field.

Key Skills
  • Creative techniques for developing a marketing plan
  • Situational analysis, market research and audience segmentation
  • Methods for choosing the right marketing framework for your business objectives
  • How to utilize different marketing channels to reach different audiences
Good For

Professionals looking to understand marketing fundamentals and gain the skills to create effective marketing campaigns.

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Product Marketing

Learn how to design product marketing strategies that effectively communicate a product’s value to maximize customer adoption and sales.

Key Skills
  • Developing value propositions and messaging frameworks
  • Segmentation, audience targeting and customer journey mapping
  • Product lifecycles, pricing and packaging
  • How to perform customer, company and competition research
Good For

Professionals in marketing, product management, sales or other business areas who want to learn how to launch and promote products in the marketplace.

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Learn how to improve your website’s ranking in search results and help ensure your content is reaching its target audience.

Key Skills
  • How to optimize websites for local and global Google searches
  • Common SEO tools such as Google Analytics, tracking technologies and web crawlers
  • SEO audits and optimization strategies
  • How to use SEO research to inform your digital marketing strategy
Good For

Professionals in any field with some marketing or copywriting experience who want to expand their knowledge or get started in SEO.

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Software Product Management

Learn how to manage the life cycle of tech product development and successfully bring a product to market.

Key Skills
  • Quantifying market opportunity and return on investment (ROI)
  • How to articulate a product's value proposition, target customer and positioning
  • Leadership and cross-team collaboration
  • How to select the best marketing message and channels
Good For

Tech industry professionals who want to enter or advance in the field of product management.

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Storytelling & Content Strategy

Learn how to use storytelling principles to engage your audience and how to develop a powerful cross-channel content strategy with measurable goals.

Key Skills
  • Techniques for defining the customer journey
  • Content development and governance
  • Content distribution across channels
  • How to use data to refine your content strategy and measure its success
Good For

Professionals in any field with familiarity of marketing concepts and web technologies who want to build skills in content strategy.

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We're Here to Help

Have questions, about which program is right for you? Not sure about juggling the workload and other responsibilities? Our enrollment coaches are here to help. Let us know what program interests you, and a coach will be in touch.

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