Advanced Digital Marketing

Digital marketing is fast becoming the dominant tool in marketers’ toolboxes. While “out of home” marketing and mass communication continue to make-up a large part of a company’s marketing budget, the digital components of these budgets are growing rapidly. This is in part due to the fact that digital marketing presents the opportunity to track the ROI on every dollar spent. As such, it is critical that experts in digital marketing build both sound marketing and creativity skills, as well as significant skills in data analysis. This program will prepare you for the future of marketing and arm you with the most critical tools and skills to drive value at your company. You will learn the key marketing skills most in-demand today, including: omni-channel marketing, marketing analytics, social media strategy, online advertising, and AI approaches to customer value analysis. Designed by world-renowned marketing professors at Maryland Smith, home to some of the strongest marketing researchers and teachers in the world, this Advanced Digital Marketing Course from the University of Maryland develops the digital marketing acumen you need to take advantage of the explosive growth and rapidly evolving marketing industry. Today’s marketers face a “digital skills gap,” and when you earn a Professional Certificate in Digital Marketing from Maryland Smith, you will be future ready

• Analyze strategies to increase customer acquisition, enhance customer loyalty, and improve retention
• Examine acquisition costs in B2C and B2B contexts and understand their strategic differences
• Identify AI applications in digital marketing and evaluate related ethical considerations
• Design comprehensive digital marketing strategies aligned with business goals

• Basic familiarity with marketing concepts and terminology
• Willingness to engage in practical exercises and case studies