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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. 

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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. 

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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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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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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

Prep for Roles Like
  • SEO strategist
  • UX writer
  • Web developer

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Digital Marketing Analytics

Learn how to effectively analyze and act upon digital marketing data so you can improve your marketing efforts.

Key Skills
  • Using digital marketing data to inform business strategies
  • Applying analytics to evaluate marketing efforts
  • Creating a data collection or measurement plan and applying an opportunity gap analysis for a real-world client
  • Building expertise in Google Data Studio, Google Analytics and other data analysis tools
Good For

Marketing professionals or anyone seeking to use data analytics to measure and inform digital marketing strategies.

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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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