Program Overview
In a time where consumers are more aware of marketing than ever, it’s important for professionals to create personalized content that is delivered across a variety of channels. But when budgets are limited, marketers must be strategic, and constantly evaluate campaigns to make data-driven decisions and calculate ROI.
Integrated Digital Marketing equips students with the necessary skills to create high-value material, identify opportunities in the digital realm, and track campaign performance. The three-course certificate program delves into personas, SEO, SEM, digital marketing, email, website, and social media strategies that will help professionals engage with their customers, drive sales, and boost buy-in from an executive team. All classes are taught by practicing professionals who have prestigious certifications, subject expertise, and a wealth of real-world experience, ensuring you’ll learn important, hands-on lessons.
The integrated digital marketing certificate program is also offered at Penn State's location at the Navy Yard in Philadelphia.
Program Scope and Sequence
Formerly known as Content Marketing Analytics, the Integrated Digital Marketing program consists of three, required 21-hour courses offered in succession. Upon completion, a certificate will be awarded.
Participants who do not want to take the entire sequence are welcome to take course(s) that interest them pending prerequisite knowledge.
Who Should Attend
Designed for both beginners and current professionals, the program is appropriate for individuals who want to sharpen their writing, analytical, and technology skills to better strategize and evaluate marketing campaigns.
Program Objectives
Upon completion of the program, students will be able to create impactful marketing campaigns, deliver them across a variety of channels, and analyze ROI.
They will be able to:
- Understand digital marketing as a holistic endeavor
- Define marketing’s role in the customer journey
- Discover a cohesive marketing technology stack
- Write effective communications that span traditional and digital channels
- Develop personas and client-centered content to drive engagement
- Evaluate dashboards and reports to calculate ROI
- Leverage technology to forecast a campaign’s success
As a self-proclaimed lifelong learner, I have taken many undergraduate and graduate courses, including the Integrated Digital Marketing certificate. The courses were packed with information that I have been able to immediately put to use. I am so glad to have the resources to refer to and reflect on as I continue to hone my skills. There was so much great content and expertise provided not only from the professor, but also current examples and knowledge from fellow classmates. We became a "learning family" and established friendships that will continue in the future.”
Continuing Education Units
Continuing Education Units (CEUs) are awarded based on a standard of one unit per ten (10) hours of classroom contact.
Note: The University reserves the right to cancel courses due to insufficient enrollment or other unforeseen circumstances
Customized Programs
Companies and organizations can have this program conducted at Penn State Great Valley or elsewhere. Program content can be customized to meet the needs of the company. Call 610-648-3281 for information.