Full course description
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Digital Marketing Foundations Certificate Overview
Miami University's Digital Marketing Foundations Certificate explores the various digital marketing channels, tools, and techniques. Accomplished Miami alumni with real industry expertise lead eight self-paced modules, each focusing on an essential digital marketing topic. Upon completion of the course, you'll earn a shareable, verifiable certificate of completion to exemplify your commitment to professional development.
What You'll Learn
- What is Brand Identity?
- How to Develop Brand Strategy and Identity
- How to Create a Brand's Visual Identity
- Where to Incorporate Brand Identity
- Working with an Established Brand
David Taylor is a non-profit marketing director with over 20 years of experience with advertising agencies. David has worked with brands including Absolut, Crown Royal, Chivas Regal, Bounty, Pantene, Stouffer's, Lean Cuisine, Purina, ScottsMiracle-Gro, Kleenex, and Scott, among many more.
- What is Content Marketing?
- Content Creation Framework
- Types of Content
- Best Practices
- Key Considerations
Kelly Thomas is a marketing consultant, content strategist, educator, and award-winning writer. She works with mission-driven companies, from "solopreneurs" to Fortune 500 companies, leading the strategy, creation, and management of well-researched, engaging, and high-performing content experiences.
- What is Copywriting?
- Copywriting Strategies
- Defining Your Audience
- Writing Style Best Practices
- Staying Ahead of the Trends
- Starting as a Copywriter
Lynmarie Lane has more than 30 years of marketing and communications experience in the book publishing and professional services industries. Shortly after graduating from Miami University in 1992, Lynmarie launched her career as an advertising copywriter for Simon & Schuster. She currently helps professional service firms create awareness and gain competitive advantages through creative marketing.
- Targeting & Segmentation
- High Conversion Email Content & Design
- Sending & Testing Email
- Email Metrics and Key Performance Indicators (KPI)
- Popular Email Platforms
Hillary Keller Bowling has worked in marketing for over 25 years, primarily in B2B. She is currently the senior marketing manager at Samova, headquartered in Columbus, Ohio. Hillary has her MBA and a bachelor's degree in marketing and family and consumer science from Miami University.
Display and Video Advertising
- What is Display Advertising?
- What is Video Advertising?
- Display Advertising Strategies
- Video Advertising Strategies
- Display Creative & Content Best Practices
- Video Creative & Content Best Practices
- Display Reporting & Metrics
- Video Reporting & Metrics
Chelsea Matteson Watson is a senior marketing campaign manager with experience running demand generation marketing campaigns for industries including real estate investment, fashion retail, and advertising agencies. She is passionate about uncovering data-driven insights to make informed decisions and believes that the customer journey and prospect mindset are the keys to success.
SEO and Search Engine Marketing
- Paid Search Overview
- Deeper Dive Into Paid Search
- SEO Overview
- SEO Tactics: Keywords, Content Quality, and Backlinking
Nick Oldfield is the vice president of digital and marketing at Maxim Crane Works, one of North America's largest crane rental companies. He has also worked with several well-known organizations, including Pearle Vision, EyeMed Vision Care, and Cincinnati Insurance. In 2018, Nick earned his MBA at Miami University; he also teaches aspiring marketers as an adjunct instructor at Miami.
- Getting Started
- Set Up and More
- Navigating the Admin Panel
- Basic Reporting
- Customizing Reports and Web Privacy
- Case Studies and Examples
Steve McGinty has been a marketer and analyst for over 25 years. He has studied consumer trends and retention at the Tribune Company, a Fortune 500 company, and spent sixteen years leading member acquisition at the American Bar Association. Currently, Steve directs digital marketing efforts for Hudson Global Scholars and consults for small and medium-sized businesses to implement digital marketing strategies.
Social Media Ads and Marketing
- Defining Success Metrics
- Getting to Know Your Audience
- Mapping Your Customer's Journey
- Data and Privacy
- Creating Your Campaign
Shelly Cook is a B2B marketer who has led growth in technology companies for over a decade. Her professional experience includes over six years as director of marketing and serving asproduct marketing manager for several organizations.
Miami University is recognized as one of the top schools for tomorrow's leaders, ranking 14th among public schools on TIME magazine's Best Colleges for Future Leaders (2023). Thanks to our teacher-scholars and the value of a Miami education, our students are empowered to become successful national and global leaders. The Digital Marketing Foundations course is led by Miamians who are successful industry experts.
Computer and Browser Requirements
A computer or laptop is recommended for an optimal learning experience. Miami University hosts this course in its learning management system, Canvas. Most browsers should work fine, but Canvas provides a list of minimum browser and computer requirements and a tool to check whether the browser you are using is up to date.
Cancellation and Refund Policy
If you wish to cancel your registration and receive a refund for the course, you must complete the Refund Request Form within 3 days of enrollment.
This course is currently open to those in the United States. Our payment gateway does not accept international credit cards at this time.