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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5:00PM to 6:30PM
Oct 01, 2024 to Dec 10, 2024
UCSB Campus
Kerr Hall
Schedule and Location
Contact Hours
Delivery Options
Course Fee(s)
Course Fee credit (4 units) $685.00
Available for Credit
4 units
Section Notes

Steps to Enroll

How to Access Your Online Course on Canvas

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.

No refunds after 10/13/24
A minimum $40 non-refundable administrative fee per course is charged for all drops. See the full Drop Policy here.