Syllabus

The Digital Marketing Certificate

The Digital Marketing Certificate is a self-paced, flexible program that can be completed in 6 months. It is designed to teach foundational marketing skills including branding, marketing analytics, and social media marketing. You’ll complete hands-on projects to design your own creative marketing campaigns. This certificate is a Career Launch program, designed for employees with no prior experience. Expect to spend 10 hours or less a week, with individualized support along the way. Career Launch certificates provide in-demand skills AND result in college credits that can count towards a degree.

Why Digital Marketing?

Digital marketing skills are needed by almost modern business to market and sell their products and services

Digital marketing allows you to apply your creativity to strengthen brands, launch social media campaigns, design digital advertising campaigns, and more

4 Courses | Hands-On Learning and Career Exploration

Course 1:

Foundations and Strategy of Marketing

Course 2:

Marketing Analytics and Performance Optimization

Course 3:

Social Media Marketing

Course 4:

Marketing Content Strategy and Branding

Course 1: Foundations and Strategy of Marketing

This course is designed to introduce you to the basics of Digital Marketing. You’ll learn how to create a comprehensive digital marketing plan for a company of your choice.

 

Learning Outcomes:

  • Analyze a business using the 4Ps, SWOT analysis and other marketing techniques.
  • Build unique value propositions, brand positioning maps, customer journey maps, and competitive analyses.
  • Identify market segmentation and target personas, appropriate marketing channels, KPIs and marketing objectives.

Course 2: Marketing Analytics and Performance Optimization

In this course you’ll gain the skills needed to analyze results of marketing efforts. You will learn about factors that drive conversion and how to optimize marketing campaigns using data and A/B testing.

 

Learning Outcomes:

  • Assess the performance of different marketing channels for a company.
  • Visualize analytical findings using Google Sheets and Google Slides.
  • Interpret the results of A/B testing, calculate KPIs and determine needed sample size.
  • Produce segments and analyze audience reports in Google Analytics.

Course 3: Social Media Marketing

This course will give you a deeper understanding of the role social media plays in a digital marketing strategy. You will learn about social media platforms and best practices.

 

Learning Outcomes:

  • Use Facebook’s Audience Insights tool to explore audience demographics and identify target audiences for a product or service.
  • Create a social media campaign outline: select metrics, identify effective campaign management tools, and create visual content.
  • Pull and analyze ad reports from Facebook Ads Manager.

Course 4: Marketing Content Strategy and Branding

This course is designed to give you clearer insight into branding and content strategy. You’ll explore concepts such as consumer psychology, appropriate content, and strategy and search engine optimization.

 

Learning Outcomes:

  • Create a content strategy brief for a company looking to reach a new target market using the company’s brand strategy, new target audience persona and customer research.
  • Evaluate what marketing channels are most relevant given various business circumstances.
  • Incorporate SEO keywords into marketing content to align with target market.
  • Create visuals and copy for various marketing channels to drive engagement to the content piece.

4 Courses | Hands-On Learning and Career Exploration

Course 1:

Foundations and Strategy of Marketing

This course is designed to introduce you to the basics of Digital Marketing. You’ll learn how to create a comprehensive digital marketing plan for a company of your choice.

Learning Outcomes:

  • Analyze a business using the 4Ps, SWOT analysis and other marketing techniques.
  • Build unique value propositions, brand positioning maps, customer journey maps, and competitive analyses.
  • Identify market segmentation and target personas, appropriate marketing channels, KPIs and marketing objectives.

Course 2:

Marketing Analytics and Performance Optimization

In this course you’ll gain the skills needed to analyze results of marketing efforts. You will learn about factors that drive conversion and how to optimize marketing campaigns using data and A/B testing.

Learning Outcomes:

  • Assess the performance of different marketing channels for a company.
  • Visualize analytical findings using Google Sheets and Google Slides.
  • Interpret the results of A/B testing, calculate KPIs and determine needed sample size.
  • Produce segments and analyze audience reports in Google Analytics.

Course 3:

Social Media Marketing

This course will give you a deeper understanding of the role social media plays in a digital marketing strategy. You will learn about social media platforms and best practices.

Learning Outcomes:

  • Use Facebook’s Audience Insights tool to explore audience demographics and identify target audiences for a product or service.
  • Create a social media campaign outline: select metrics, identify effective campaign management tools, and create visual content.
  • Pull and analyze ad reports from Facebook Ads Manager.

Course 4:

Marketing Content Strategy and Branding

This course is designed to give you clearer insight into branding and content strategy. You’ll explore concepts such as consumer psychology, appropriate content, and strategy and search engine optimization.

Learning Outcomes:

  • Create a content strategy brief for a company looking to reach a new target market using the company’s brand strategy, new target audience persona and customer research.
  • Evaluate what marketing channels are most relevant given various business circumstances.
  • Incorporate SEO keywords into marketing content to align with target market.
  • Create visuals and copy for various marketing channels to drive engagement to the content piece.

What You’ll Learn:

After completing this program, you’ll be ready to:

  • Create a comprehensive digital marketing plan for a company of your choice
  • Understand key marketing metrics and how to measure digital marketing efforts
  • Evaluate which marketing channels are most relevant given business needs
  • Develop creative digital marketing content and written copy for advertisements
  • A/B test various marketing efforts to increase conversion rates
  • Create a social media ad campaign using Facebook Ads Manager

Learning Experience

  • No required times to log in. Complete lessons at times during the week that work for you. Keep up with deadlines to stay on track and complete in 6 months.
  • Complete real business projects in an online platform and get individualized support and feedback from instructors.
  • Practice using digital marketing software directly in the learning platform. No separate downloads.
  • Explore the real work that digital marketers do on the job and apply those skills to your own career.
  • Access individualized career coaching to help you get promoted and advance professionally.

FAQs

What is the schedule?

There are four courses which will be open for 5 weeks each with a 1-week grading period after each. You should expect to spend 10 hours per week getting through the coursework. Courses will open and close on a specific start and end date, after which you’ll no longer be able to access the course or submit projects for grading. If you need a few extra days to complete the coursework and final projects, we can grant a course extension for 1-2 weeks depending on what your instructor approves. The program is flexibly-paced, meaning you can move as quickly or slowly as you’d like through each course, as long as you complete all sections and projects during the 5-week course period. We provide a suggested course schedule to help pace yourself through each course. Students who follow this schedule are more likely to earn the certificate and get more out of the course by spreading out their workload, and our instructors often provide weekly nudges to keep you on track. As long as you submit all projects by the course end date, you can progress through the course at whatever pace works best for you! For example, you might do all your work over the weekend or space it out throughout the week. We’ve found that students who follow our suggested course schedule are much more likely to earn the certificate.

Can I work full-time while enrolled in this program?

Yes, the entire course experience is online and can be completed on your own schedule as long as you work towards the deadlines set in each course. There are no set times or classes when you need to log in. Our courses are designed for working professionals, students, and parents!

What prerequisites do I need?

Students must have a high school degree prior to take this program. There are no other prerequisites – our courses are designed to help those with little or no experience get started in the field of digital marketing. Many experienced digital marketing professionals also take this certificate to refine their digital skills, but no prior experience is required or expected.

What industry certifications will I be prepared for?

This certificate program aligns with the Facebook Certified Digital Marketing Associate exam and the Google Analytics Individual Qualification. While we recommend additional study beyond this program, you’ll gain a headstart in your preparation for these industry-leading certifications.

What is Pathstream?

Pathstream is a provider of digital skills training based in Silicon Valley. We partner with leading tech companies and universities like Harvard, New York University (NYU) and Emory University to develop programs that prepare people for in-demand jobs.

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