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.

Applies Towards the Following Certificates


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6:30PM to 9:30PM
Jan 13, 2020 to Mar 16, 2020
UCSB Campus
Schedule and Location
Contact Hours
Delivery Options
Course Fee(s)
Course Fee credit (4 units) $600.00
Available for Credit
4 units
Section Notes

Please purchase this required textbook prior to the start date of the course:

Title: The Marketing Plan Handbook, 3rd Ed.

Author: Alexander Chernev

Publisher: Cerebellum Press, 2011

ISBN-13: 978-1936572397

No refund after 1/29/2020