Digital Media Management

Be sure to register and join our Monthly MasterClass Series and discover innovative ways to stay engaged with trends, policies, and systems that can improve your ability for production as a remote worker. We’ll cover everything to help you launch, grow, and expand your career.

Marketing

An Overview of Marketing

Marketing has become vital to the success of an organization in today’s competitive world. This course provides an introduction to marketing and marketing planning and addressing the definition of marketing, the marketing mix (the Four Ps), the strategic importance of marketing, and customer values and satisfaction. The course continues into topics of marketing planning including market research, pricing, distribution, and targeting.

Total PDUs/ Contact Hours: 5
Strategic & Business Management PDUs: 3.5
Technical PM PDUs: 1.5
CEUs: .5 (Contact Hours: 5 hours)

Digital Marketing Strategy

As consumers increasingly turn to the digital marketplace of the Internet, organizations recognize that they can better reach and connect with their customers, clients, or prospects through digital marketing. There are many benefits to effective digital marketing including improved brand perception, more efficient lead generation, and better customer satisfaction levels. That can translate into the sale of more products and services. Creating a digital marketing strategy is crucial to meeting the marketing goals of the organization. This course offers a step-by-step introduction to the process of creating such a strategy, with an emphasis on key concepts, definitions, and metrics.

CEUs: .3 (Contact Hours: 3 hours)HRCIs: 3

Conversion Rate Optimization

Conversion Rate Optimization is the process of steady and incremental marketing improvement to yield stronger results. In this course, learners will discover the five key steps to Conversion Rate Optimization and how the process interacts with other facets of digital marketing. Through a variety of instructive techniques, including subject matter expert videos and case-study scenarios, this course provides learners with the knowledge and resources to be more effective professionals.
CEUs: .3 (Contact Hours: 3 hours)HRCIs: 3

Content Marketing

This course offers an introduction to content marketing, a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience. With an emphasis on key concepts, definitions, and metrics, the course examines ways that marketers can tailor their content to meet the specific needs of potential customers as they travel through the sales funnel. Learners will explore how content is used to build brand awareness and establish the brand as a trusted source of expert advice.

Google Analytics 4

Web analytics is an essential component of any successful marketing campaign, and Google Analytics is one of the most widely used web analytics tools on the market. Google Analytics provides marketers with metrics, reports, and tools for measuring audience data and user behavior. The data collected through Google Analytics can be used to improve and adjust marketing campaigns.

This introductory course will give you a basic overview of Google Analytics, ranging from account setup to platform navigation. The course will dive into key metrics and audience and segment creation. Additionally, the course will touch on SEO basics and discuss the benefits of using Google Analytics for publishing, B2B marketing, and ecommerce.

Paid Search (PPC)

Paid Search advertising, also called pay-per-click (PPC), is used to pay for traffic to visit a website. In this course, learners will explore search marketing, the search process, and the buying cycle. Also included is how to set up a successful PPC account, how to set and measure goals, and how to optimize keyword usage using a variety of strategies. Learners will then examine components of effective ads and landing pages, how to optimize ad targeting, and when to use search or display advertising. The course then delves into research and analysis considerations, such as report creation, improving quality score, and using A/B and multivariate ad testing. Course material is presented through the use of text, videos, games, and other engaging content

CEUs: .4 (Contact Hours: 4 hours)

Marketing Automation

This course is designed to help learners develop a solid understanding of the basic concepts and techniques that they will encounter as practitioners in the marketing automation field. Module 1 explores the buying cycle and purchase funnel, along with measuring content strategies and calculating the value of customers, followers, likes, and mobile loyalists. Module 2 introduces the single customer view as it relates to cultivating leads and covers customer relationship management and email marketing, with emphasis on multi-touch campaigns and lead scoring. It also discusses loyalty programs and methods for measuring their effectiveness. Finally, learners will combine this knowledge with business concepts in order to better inform marketing decisions for their firm.
Total PDUs/ Contact Hours: 3.5
Strategic & Business Management PDUs: 1.75
Technical PM PDUs: 1.75CEUs: .35 (Contact Hours: 4 hours)HRCIs: 3.5

Digital Media Management