Emeritus Institute of Management

Professional Certificate in Digital Marketing

Who is This Program For?

The Professional Certificate in Digital Marketing is a launchpad that will advance your career in digital marketing. It will give you a broad overview of the digital marketing landscape, help you develop the most in-demand skills, and find your niche in this rapidly expanding field. This program is ideal for:

• Early-career professionals who want to enter a high-growth field
• Professionals looking to switch from their current specialization to marketing
• Traditional marketers or corporate communications professionals who want to build on their current skill set to develop digital marketing capabilities.

High-level Program Takeaways

• Gain a start-to-finish perspective of the strategy and implementation required to become a professional digital marketer.
• Obtain hands-on experience in essential digital marketing skills including SEO, SEM, social media, email marketing, and display ads.
• Learn how to optimize your growth marketing and customer acquisition strategies using metrics such as conversion optimization, A/B tests, attribution, and experimentation.
• Engage with career-focused webinars and assignments designed to further your professional development in digital marketing.
• Interact 1:1 with industry experts and get focused, real-world insights, industry guidance, and more.
• Enjoy enhanced networking opportunities and a built-in support system via a dedicated Slack channel that connects you with your peers and other industry professionals.

Build Your Skill Set

Build Your Strategies

• Create content that converts
• Optimize your campaigns for maximum return on investment
• Segment audiences across social platforms and personalize your messages
• Automate tasks to scale faster and more efficiently
• Keep your email messages out of spam filters and in front of your customers

Build Your Future

• Complete a capstone project to add to your portfolio
• Create an effective resume, cover letter, and LinkedIn profile
• Build your digital marketing portfolio with the help of an industry professional
• Determine which career path in digital marketing is most suitable for you
• Locate your influencers
• Build your network

Program Highlights

Module Summaries

Section 1: Customer Understanding and Segmentation

The first section of this program jumps right into digital marketing fundamentals, from the customer acquisition funnel to customer personas, and then builds a deeper understanding of customer behavior, segmentation, and content marketing strategies.

Section 2: Content, Social Media, and Search Engines

The second section dives into optimization techniques, social media key performance indicators and calendar management, the alignment of content strategy with customer needs, brand storytelling, and search engine marketing (SEM).

Section 3: Digital Channels, Strategy, and Execution

This section explores strategies for additional digital channels, such as email marketing, paid and organic social media marketing, and other methods to help you expand your reach such as referral marketing, retargeting, and remarketing strategies.

Section 4: Marketing Experimentation, Automation, and Optimization

This final section explores strategies for designing and executing end-to-end digital marketing campaigns, conversion rate optimization, and methods for attribution and experimentation. The program concludes with the completion of the capstone project.

Certifications Included in the Program

• Google Analytics for Beginners and Advanced Google Analytics Certifications
• Google Ads Display and Google Ads Search Certifications
• HubSpot Content Marketing and Social Media Certifications
• SEMrush SEO Toolkit Certification

Case Studies

JetBlue

Explore the techniques that JetBlue used to create their buyer persona and how this information helped them create campaigns that truly connected with their customers.

The Honest Company

Learn how The Honest Company used campaign drafts and experiments in Google Ads to test their online campaign for customer insights and to optimize bidding, landing page design, and ad text.

Google

Analyze the structure of brand storytelling through the lens of Google India's 'Reunion' commercial, a spot that has had over 15 million views to date.

P&G

Learn how P&G has addressed the three most-articulated pain points in dentistry by creating a website that offers continuing education, the latest dental research, and tools for practice management, instead of sending salespeople to dentists' offices.

Dollar Shave Club

Who would have thought subscription razor blades could be so popular? Using successful digital marketing strategies, Dollar Shave Club has personalized a formerly generic product. Learn how they achieved this.

Dove

Topics such as customer segmentation and telling great brand stories come to life in the 'Real Beauty' campaign by Dove, the beauty care line that aims to go deeper than just soap.

Becoming an effective digital marketer requires a dynamic mix of domain knowledge and impactful communication skills. This program will guide you in developing a career path in digital marketing by assisting you in crafting your elevator pitch and sharpening your interview skills. These services are provided by Emeritus, our learning collaborator for this program. The support team includes program leaders and career coaches, who will help you to reach your learning goals and guide you through your job search. The primary goal is to help you with the skills needed to be prepared for a career in the digital marketing field. However, we do not guarantee job placement.

Emeritus provides assistance with the following career-preparation services:

• Writing noteworthy resumes and cover letters
• Creating effective LinkedIn profiles
• Navigating your job search
• Preparing for interviews
• Crafting your elevator pitch
• Negotiating salary

Exercises focused on launching a career in digital marketing include:

• Job search and interviewing for digital marketing positions
• Building your personal brand and promoting your skills
• Communicating digital marketing concepts through a capstone project