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Course Description

Students learn how and why to use digital marketing strategy to achieve goals within a larger marketing plan. This course examines digital marketing strategy, campaign implementation, and execution considerations for business to business, business to consumer, and business to customer brands. It will also provide a tactical review of various digital platforms such as organic search and social media advertising, the importance of user experience across devices, and cutting-edge marketing technologies such as voice actuated search. Participants will complete the course with comprehensive knowledge and experience in how to develop an integrated digital marketing strategy, from formulation to implementation.

Learner Outcomes

Upon successful completion of this course, students will be able to:

  • Develop a content marketing strategy, using digital marketing tactics such as online advertising, search engine optimization, and social media.
  • Evaluate the usability and accessibility of digital marketing platforms and how it relates to conversion, sales, and customer retention.
  • Write and market targeted content that speaks to one’s intended audience across the spectrum of mobile and desktop devices.
  • How to leverage mobile marketing for its micro-targeting advantages.
  • Techniques to increase your website's visibility through search engine optimization and drive additional traffic with pay-per-click advertising
  • Recognize the key components of effective web design and the importance of website optimization for a digital marketing strategy
  • Identify the benefits of social media marketing and differentiate between the most influential social media platforms and their advantages for a digital marketer

Applies Towards the Following Certificates

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Enroll Now - Select a section to enroll in

Type
Online
Dates
Sep 24, 2026 to Dec 11, 2026
Contact Hours
36.0
Delivery Options
Online Asynchronous  
Course Fee(s)
Course Fee credit (4 units) $685.00
Available for Credit
4 units
Instructors

Section Notes

Steps to Enroll

How to Access Your Online Course on Canvas

Late Registration Notice: 
No late enrollment after the 7th day – 9/30/2026

Required Textbook(s):
Students are required to purchase the textbook(s) assigned by the instructor. The instructor will provide details to the class before the course start date.

No refunds after 10/4/26
A minimum $40 non-refundable administrative fee per course is charged for all drops. See the full Drop Policy here.

Type
Class
Days
M
Time
5:00PM to 8:20PM
Dates
Jan 04, 2027 to Mar 15, 2027
Campus
UCSB Campus
Building
Kerr Hall
Room
Room 2140
Schedule and Location
View Details
Contact Hours
36.0
Location
Delivery Options
In Class  
Course Fee(s)
Course Fee credit (4 units) $685.00
Available for Credit
4 units
Instructors

Section Notes

Steps to Enroll

How to Access Your Online Course on Canvas

Late Registration Notice: 
Self-enrollment will be available until 11:59 PM PT the Day before the 2nd class session. If you wish to enroll after that time, please contact PaCE Support at help@professional.ucsb.edu

Required Textbook(s):
Students are required to purchase the textbook(s) assigned by the instructor. The instructor will provide details to the class before the course start date.

No refunds after 1/17/27
A minimum $40 non-refundable administrative fee per course is charged for all drops. See the full Drop Policy here.

Type
Class
Days
M
Time
2:00PM to 4:30PM
Dates
Mar 29, 2027 to Jun 07, 2027
Campus
UCSB Campus
Building
Kerr Hall
Room
Room 2140
Schedule and Location
View Details
Contact Hours
36.0
Location
Delivery Options
Hybrid  
Course Fee(s)
Course Fee credit (4 units) $685.00
Available for Credit
4 units
Instructors

Section Notes

Steps to Enroll

How to Access Your Online Course on Canvas

This course includes scheduled live meetings and required asynchronous instructional activities. Students should expect additional weekly instructional time in Canvas outside of the scheduled meetings, which may include recorded lectures, interactive modules, guided discussions, case studies, knowledge checks, quizzes, or applied exercises. These required activities support the full instructional expectations for the units awarded. Additional independent coursework, such as reading, assignments, projects, studying, or exam preparation, may also be required.

Late Registration Notice: 
Self-enrollment will be available until 11:59 PM PT the Day before the 2nd class session. If you wish to enroll after that time, please contact PaCE Support at help@professional.ucsb.edu

Required Textbook(s):
Students are required to purchase the textbook(s) assigned by the instructor. The instructor will provide details to the class before the course start date.

No refunds after 4/11/27
A minimum $40 non-refundable administrative fee per course is charged for all drops. See the full Drop Policy here.

Type
Online
Days
W
Time
6:00PM to 8:30PM
Dates
Jun 23, 2027 to Sep 08, 2027
Campus
Web-based Instruction
Schedule and Location
View Details
Contact Hours
36.0
Location
  • Web-based Instruction
Delivery Options
Online Blended  
Course Fee(s)
Course Fee credit (4 units) $685.00
Available for Credit
4 units
Instructors

Section Notes

Steps to Enroll

How to Access Your Online Course on Canvas

Late Registration Notice: 
Self-enrollment will be available until 11:59 PM PT the Day before the 2nd class session. If you wish to enroll after that time, please contact PaCE Support at help@professional.ucsb.edu

Required Textbook(s):
Students are required to purchase the textbook(s) assigned by the instructor. The instructor will provide details to the class before the course start date.

No refunds after 7/4/2027
A minimum $40 non-refundable administrative fee per course is charged for all drops. See the full Drop Policy here.