UW Certificate in Digital Marketing

UW Certificate in Digital Marketing


[Sara]
Our program is to give marketers the ability to operate from a strategic overview perspective,
across online marketing so that they know what each of the individual parts are, how
they work together, how they can be maximized by working together. [Jamie]
So we’ve designed the program to provide a breadth and depth of online marketing experience,
and so we cover a wide range of channels. And really we focus on not just the strategy
of those programs but the tactics that you would use as a marketer. [Sara]
We address SEO – so search marketing – social media, content strategy. We do a unit on pay-per-click
advertising. We do a unit on the future of online marketing, and then we also cover important
strategic to-know subjects, like law and ethics of online marketing, history and evolution. [Jamie]
The instructors of the program are actually working professionals, and so we bring the
experience from the real world, and because online marketing is changing every day we
are on the front lines seeing what’s happening and are able to bring that to the classroom. [Jamie]
Students of the program are able to select a practicum client, which is a, generally
a, local company looking for expertise in online marketing. And during the two-quarter
program, you have the opportunity to help that company out by sort of being their online
marketing consultant. [Sara]
While we’re learning about each of our subject matter areas, we’re also working our way through
development of a marketing plan for the client. That means client meetings, client phone calls.
That means doing a discovery process. [Jamie]
You’ll put together a set of recommendations and a strategy for them as well as use them
as a sandbox as you go through each portion of the program. [Sara]
And then when you go in for your next interview for a job in online marketing and they ask
you what, you know, what you’ve done and what your portfolio experience is you can tell
that story of working with that client and then show the deliverable that you generate.
And that can be really compelling. [Jamie]
One thing that is fantastic about the program is we have a great network of both graduates
as well as practicum clients, and that provides an opportunity for employment opportunities
outside of the program. We’ve seen students who have joined practicum clients. We’ve seen
students that have joined the companies of other students. [Sara]
I would recommend this course with confidence, partly as a hiring manager. Knowing the way
that our, that our grads can interview and the kind of information that they can tell
a potential employer, the kind of confidence that they could speak with about their ability
to consult, to strategically lead interdisciplinary marketing projects. I know students walk out
with a whole different story than when they walked in. So for me that’s the biggest confidence
is I know that the work that our students do translates to opportunity when they’re
done with the program.

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