Digital Marketing Certificate

Digital Marketing Certificate

Introduction

Genashtim is proud to offer Digital Marketing Certificate for executives in collaboration with eCornell, Cornell University’s online learning platform.

All eCornell programs are online training.

This digital marketing certificate program begins with an overview of the digital marketing landscape, preparing you to implement a series of proven frameworks within your organization. The program then takes a detailed look at opportunities and strategies associated with leading channels and platforms including digital, mobile and emerging technologies. You will be guided, step by step, in assessing customer needs and marketing objectives and in creating your own digital marketing plans for both paid and owned media. By the end of this program, you’ll pull your digital marketing ideas together into a single, integrated plan based on your organizational priorities and resources.

The courses in this certificate program are required to be completed in the order that they appear.

Organization

Genashtim

Outcome

Key Course Takeaways:

- Identify key players and types of companies involved in advertising and marketing on digital platforms
- Thoroughly assess customer needs and determine marketing objectives based on those needs
- Analyze opportunities and strategies associated with paid advertising on websites and digital platforms owned by other companies
- Analyze opportunities and strategies associated with content marketing and other initiatives on websites, social media pages, and digital platforms that you will control or own
- Develop a comprehensive marketing plan that establishes priorities and resourcing plans for the use of paid and owned media appropriate to your organization

Select to design your own content and request for a customized quotation

No	Topic	Topic Description
1	Understanding the Digital Marketing Landscape and the Customer Funnel	This course provides a clear overview of the digital marketing world. Discover how players such as ad networks, demand-side platforms and data management platforms interact with advertisers, agencies and publishers. Then learn how to use time-proven frameworks to assess your customers' needs and identify your primary marketing objectives. Once you've put that all together, you'll learn how to evaluate the performance of digital marketing campaigns.
2	Assessing Opportunities in Paid Digital Media	Using paid media, such as buying ad space on well-known websites, may be the fastest way to promote a product or service on digital platforms. In addition to display ads, paid media includes initiatives like search engine marketing, email marketing, video marketing, social media ads, and mobile ads. This course provides a tour of opportunities and strategies associated with these various paid media channels, and guides you in drafting a paid media marketing plan that addresses your own marketing objectives.
3	Assessing Opportunities in Owned Digital Media	This course covers the unique opportunities of “owned media” and how those differ from “paid media”. You will learn more about content marketing, search engine optimization, social media “fan pages”, mobile apps, and virtual reality apps and assess the relevancy of owned media initiatives for your own marketing objectives. By the end of this course, you will have a plan outlining a strategy for your own potential use of these channels.
4	Implementing an Integrated Digital Marketing Plan	This course will help you evaluate and combine your ideas to create a single, encompassing marketing plan. This plan will include the priorities, resourcing and performance metrics appropriate for your organization. Once complete, you will be able to immediately put this plan in place to drive results. Note: This course assumes that you have completed the previous courses in this series, or alternatively, are familiar with the primary paid and owned digital media channels and are acquainted with “customer funnel” and “customer journey” marketing models.

Expert

Clarence Lee

Author, Digital Marketing Certificate Program Professor Clarence Lee was an Assistant Professor of Marketing at the Johnson Graduate School of Management, where he was a Breazzano Family Sesquicentennial Fellow. Professor Lee’s research examines the drivers behind consumer adoption, usage, and purchase dynamics of digital goods, where he models consumer behavior using Bayesian statistics, structural econometrics, and machine learning techniques. Digital products and platforms, such as the ones produced by many Silicon Valley and NYC tech startups, are increasingly present in almost all consumer interactions. In such settings, understanding consumer choice and the dynamics of engagement and usage become critically important in order to acquire, serve, and retain consumers. Professor Lee taught “Digital Marketing” and “Data Analytics & Modeling” at both the Ithaca and Cornell Tech campuses. Professor Lee received his doctorate from Harvard Business School and holds undergraduate and graduate degrees in electrical engineering and computer science from MIT. Prior to pursuing graduate studies, he conducted nanotechnology research at IBM and space system design at MIT Lincoln Laboratory.