Foundations of Digital Marketing

The self-paced, online Foundations of Digital Marketing program consists of 16 contact hours of instruction.

Participants acquire the following key competencies during this 12-module program:

• Defining digital marketing terms.
• Differentiating between the characteristics of traditional and digital marketing.
• Differentiating between inbound and outbound marketing strategies.
• Distinguishing among the different digital channels and the opportunities they provide for business online.
• Distinguishing examples of digital media used in digital marketing.
• Coordinating a competitive analysis.
• Differentiating between types of benchmarking.
• Conducting a SWOT analysis.
• Developing a brand standard.
• Discovering target audiences and craft audience personas.
• Creating customer journey maps and marketing funnels.

To earn the Foundations of Digital Marketing, each participant must:

• Craft a comprehensive brand story based on their organization.
• Demonstrate proficiency and understanding of content in course assignments.
• Complete all course modules and assignments within the required program timeframe, with a grade of Pass.