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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
HyFlex
Days
Th
Time
5:00PM to 6:30PM
Dates
Oct 05, 2023 to Dec 14, 2023
Campus
Web-based Instruction
Building
Zoom
Type
HyFlex
Days
Th
Time
5:00PM to 6:30PM
Dates
Oct 05, 2023 to Dec 14, 2023
Campus
UCSB Campus
Building
Kerr Hall
Room
Room 2166A
Schedule and Location
Contact Hours
36.0
Location
Delivery Options
Course Fee(s)
Course Fee credit (4 units) $685.00
Potential Discount(s)
Available for Credit
4 units
Instructors
Section Notes

Steps to Enroll

How to Access Your Online Course:
IMPORTANT: Click here for instructions on how to access your online course

Course Format: Hyflex

This course will be offered in a HyFlex format, combining both in-person and online components to provide flexibility to students. Students will have the option to attend these sessions either in-person on UCSB's campus or remotely through live Zoom instruction. In addition to the interactive sessions, the course will also include asynchronous lectures and assignments on Canvas, UCSB's learning management system.

Late Registrations Notice: 

Self-enrollment will be available until 11:59 PM PT of the second business day after the 1st class session (i.e. If the first class starts on Thursday, self-enrollment is open until the following Monday at 11:59 pm).  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 prior to the course start date. Textbooks can be purchased from a vendor of their choice.

No refunds after 10/15/23
A minimum $40 non-refundable administrative fee per course is charged for all drops. See the full Drop Policy here.

Type
HyFlex
Days
T
Time
6:00PM to 7:30PM
Dates
Jan 09, 2024 to Mar 19, 2024
Campus
Web-based Instruction
Building
Zoom
Type
HyFlex
Days
T
Time
6:00PM to 7:30PM
Dates
Jan 09, 2024 to Mar 19, 2024
Campus
UCSB Campus
Building
Kerr Hall
Schedule and Location
Contact Hours
36.0
Location
Delivery Options
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:
IMPORTANT: Click here for instructions on how to access your online course

Course Format: Hyflex

This course will be offered in a HyFlex format, combining both in-person and online components to provide flexibility to students. Students will have the option to attend these sessions either in-person on UCSB's campus or remotely through live Zoom instruction. In addition to the interactive sessions, the course will also include asynchronous lectures and assignments on Canvas, UCSB's learning management system.

Late Registrations Notice: 

Self-enrollment will be available until 11:59 PM PT of the second business day after the 1st class session (i.e. If the first class starts on Thursday, self-enrollment is open until the following Monday at 11:59 pm).  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 prior to the course start date. Textbooks can be purchased from a vendor of their choice.

No refunds after 01/21/24
A minimum $40 non-refundable administrative fee per course is charged for all drops. See the full Drop Policy here.