Certificate in Strategic Digital Marketing

 

Strategic Digital Marketing header

 

Program Description

The Certificate in Strategic Digital Marketing  is designed to immerse the participant in the world of digital marketing, and its use in achieving strategic business goals. 

Recognizing the specific interests and needs of businesses in our region, course content will incorporate examples and specific use cases for the gaming, hospitality, tourism and events industries. The foundational knowledge is applicable to all industries and types of businesses. 

Digital Marketing is a broad and everchanging field. While this course hopes to cover all of the most significant and enduring elements of the field it cannot be entirely comprehensive. Upon completion, program participants should be able to develop a strategic digital marketing plan, effectively use current digital marketing tools and have the ability to apply that knowledge to future evolutions in the field. 

The program is made up of 4 courses, each of which can be completed in about three weeks.  The completion of all 4 courses will lead to a digital marketing certification from the Lloyd D. Levenson Institute of Gaming, Hospitality and Tourism, School of Business Stockton University. 

Each course is comprised of approximately 9-hours of self-paced online instruction and one live 3-hour session to be held outside of regular working hours on Stockton University's Atlantic City Campus.  At the live sessions attendees will have the opportunity to engage with one or more topic experts from industry, and participate in exercises built for peer interaction and learning.

 

Who is this program for?

The program is for professionals and managers who want to gain knowledge of the basic skills used by marketers in the digital space.  

  • Emerging professionals interested in adding to their marketing tool kit
  • Small to medium sized business operators looking to get the best return from limited marketing resources
  • Experienced professionals considering a career pivot or expanded role in digital marketing. 

 

Program graduates will know how to...

  • Optimize their marketing budget using the latest digital tools
  • Choose the right marketing channels  and techniques to achieve business objectives
  • Assess the effectiveness of digital marketing campaigns and make choices to improve future performance

 

How does it work?

Earn a certificate in strategic digital marketing when you successfully complete all four courses, or supplement your skills by taking one or more courses of your choice. 

We strongly recommend participants take Introduction to Strategic Digital Marketing before taking one or all of the other courses.

Program Details

Start Dates:

  • Monday, September 12, 2022
  • Monday, October 10, 2022
  • Monday, January 9, 2023
  • Monday, February 6, 2023

In-person Sessions:

  • Tuesday, October 4, 2022
  • Tuesday, November 1, 2022
  • Tuesday, January 31, 2023
  • Tuesday, February 28, 2023

Duration: 3 weeks per class

Commitment: 5-10 hrs per week

Program Format: Hybrid, 90% online

Level: Beginner to Intermediate

Tuition: $499 per class,

$1,700 on all four


What sets apart the LIGHT Strategic Digital Marketing certificate series is the opportunity for students to learn digital marketing principles from real life applications in a hybrid learning environment (in-person and online). Many certificate programs are strictly online and do not offer this unique opportunity.  Students can expect to take away a tool kit of marketing tactics that can be put to use right away to make a meaningful impact immediately in their business or work. One of my favorite aspects of the program is the simulated digital marketing application, where students will get hands-on experience managing digital campaigns and analyzing their results.

Rebecca Thiry
Rebecca Thiry
Director of Advertising and Digital Media
Ocean Casino Resort Atlantic City

 

Strategic Digital Marketing begins by defining objectives. Based on those objectives, a set of digital marketing approaches are identified and evaluated. Approaches vary greatly based on what you wish to achieve.  Are you a dress manufacturer trying to drive new customers to your eCommerce site?  Are you a hotel company trying to increase trip frequency among your guests?   Are you primarily tying to attract business customers for new sales leads? 

This course is an overview of digital marketing and covers the basics of goal-setting, strategy development, audience selection, digital marketing channels, analytics and evaluation, and resource identification.   

 

Topics Covered:

  • Customer Acquisition and Retention Strategies 
  • Conversions: What are your goals?
    • Sales
    • Inquiry/Lead Generation
    • Store Traffic
    • Awareness and Preference, Indirect Sales Channel
  • Traditional and Digital Media Overview
    • Media Planning Basics
    • Digital and Traditional Channels
    • Costs, Timing, Resources
    • Channel Stregths and Weaknesses 
    • Skill Sets Needed
  • Ecommerce Websites: Desktop, Mobile and Landing Pages 
    • Web Design and Hosting
    • Landing Pages
    • Basic Search Engine Optimization (SEO)
    • Basic Web Analytics
    • Review of Google Analytics 
Start Date:

Monday September 12, 2022

End Date/In-person Session:

Tuesday, October 4, 2022

Price:

$499.00

Enrollment Deadline:

Monday, August 29, 2021

 

This course is focused on “pay-per-click” advertising on search engines, which is now called Search Engine Marketing (SEM), and offers actionable insights as to how a marketer can effectively use this advertising platform.  

“Search engine advertising drives more new website traffic than any other online advertising method, and no other advertising method enables a more precise targeting of ready to purchase customers” – Stukent, 2021.  

Marketers can measure the effectiveness of search engine advertising more reliably than any other method of advertising.  

Instruction will include information from the textbook, Digital Marketing Essentials™ (digital access included in tuition cost), enhanced with recorded lectures from industry experts and faculty.  Participants will also use the Mimic Pro™ simulation platform, which Stukent Publishing developed in conjuction with Google, to gain a real-world, hands-on experience and a set of skills that they can use on the job.

 

Topics Covered:

  • Search Engines
    • Popularity and Use 
    • Paid Versus Organic Search
  • Keywords
    •  Research and Selection Strategies
    • Google Keyword Planner®

  • Matching Strategies
  • Bid Strategies
  • Small Business and local strategies
  • Campaigns
    • Creating Paid Search Ad Campaigns
    • Campaign Management
Start Date:

Monday, October 10, 2022

End Date/In-person Session:

Tuesday, November 1, 2022

Price:

$499

Enrollment Deadline:

Monday, September 26, 2022

Display advertising refers to ads that are placed on other company’s websites.  Those companies that host the ads on their websites are referred to as “publishers”, and they derive significant revenue from that advertising.

This course covers all aspects of digital display advertising including audience selection, creative ad development, negotiation, etc. Specific platforms such as YouTube will be discussed.

Also covered in the course is “retargeting” which refers to behavioral advertising which is driven by “cookies” placed in the consumers website browser based on their browsing activity. An example of retargeting is where a consumer is viewing a retail website, and is looking at a specific product, but does not complete the purchase at that time. Later on, that day while scrolling their Facebook feed, the consumer sees an ad from the business for the product they were just looking at. Is that just coincidence?  No, it’s just another form of advertising! 

Instruction will include information from the textbook, Digital Marketing Essentials™ (digital access included in tuition cost), enhanced with recorded lectures from industry experts and faculty. Participants will also use the Mimic Pro™ simulation platform, which Stukent Publishing developed in conjuction with Google, to gain a real-world, hands-on experience and a set of skills that they can use on the job.

 

Topics Covered:

  • Audiences
  • Publishers
  • Ad Networks
  • Programmatic versus Bid Buying
  • Creative
    • Copywriting
    • Graphics
    • Video
  • Retargeting strategies
  • YouTube
  • Google Reach Planner®
Start Date:

Monday, January 9, 2023

End Date/In-person Session:

Tuesday, January 31, 2023

Price:

$499

Enrollment Deadline:

Monday, December 26, 2022

Social media marketing consists of posts made by marketers to call attention to their brands across the various social media channels.  These posts can reach the brand’s followers organically (free) or be promoted to larger audiences (paid advertising). 

This course will cover reach and engagement tactics, choosing platforms and managing content.  We will cover tools that marketers use to help them manage their social media marketing efforts such as Hootsuite and Sprout. 

Participants will also use a simulation from Stukent called Mimic Social™, which is considered to be the best simulation for social media marketing, to gain a realistic, hands-on experience. The simulation will also allow participants to compare the results of their decisions with those of their fellow students. 

Several popular social meida platforms will be discussed including: Facebook, Twitter, Instagram, Tik Tok, Snapchat and LinkedIn.

 

Topics Covered:

  • Personas 
  • Influencer Strategies
  • Content Creation
  • Audience Engagement Practices
  • Audience Research
  • Choosing Social Media Platforms
  • Campaign Setup and Creation
  • Insights using data
  • Best Practices for Businesses- Examples
  • Social Media Management: Automation and Integration through Hootsuite™ and Sprout Social®
Start Date:

Monday, February 6, 2023

End Date/In-person Session:

Tuesday, Febrary 28, 2023

Price:
$499
Enrollment Deadline:

Monday, January 23, 2023

Lead Instructor

Phil Kening

Phil Kening, Instructor, Business Studies-Marketing

Stockton University | School of Business

Guest Speakers

Susan Adelizzi-Schmidt

Susan Adelizzi-Schmidt, President, Suasion Communications Group

Social Media Marketing
Logan Levenson

Logan Levenson, CEO/Founder of Argyle Interactive

Search Engine Marketing
Rebecca Thiry

Rebecca Thiry, Director of Advertising and Media, Ocean Casino Resort

Strategic Digital Marketing
Eileen Tizol

Eileen Tizol, Director of Marketing, Stockton University

Digital Display Advertising

Yes, to earn the certificate, you must successfully complete all four courses.

Depending on student demand, the plan is to offer these courses again in Spring 2023. 

We will be pleased to refund your course fee only if you withdraw at least four (4) business days prior to the start of the class. You may notify us by phone 609-652-4227 or by email Continuingstudies@stockton.edu, of your intent to withdraw. Refunds will be issued within 2-4 weeks based on the original payment method.

Student substitutions are not permitted for courses. No refunds will be made once a course is in session, although in cases involving medical emergencies, we can accommodate a participant's need to hold a registration to the next offering of the course or a similar course.