Course Description


Upon successful completion MGMNT X477 and MGMNT X477.1, students are eligible to sit for an digital marketing proficiency exam.  Successful candidates will be awarded globally recognized professional certifications from the American Marketing Association (Professional Certified Marketer - PCM) and the Digital Marketing Institute (Certified Digital Marketing Professional - CDMP)


Students will Receive $100 of $895 Tuition with DMI/AMA Partnership Introductory Pricing from Winter Quarter 2021 to Fall Quarter 2022.  


This course explores best practices and applications for analyzing online marketing activities with an emphasis on practical application across multiple marketing channels. We will explore the collection, measurement and analysis of metrics for the purposes of improving web-based marketing in relation to web properties, organic and paid search; as well as, social media. This course teaches web analytics through practical applications, with a focus on deriving actionable insights, identifying effective calls to action and creating A/B testing environments.

Learner Outcomes

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

  • Describe the key technologies behind Web traffic measurement tools
  • Recognize potential issues when reviewing a web-based marketing campaign that will help diagnose problems in visitor acquisition, conversion, and retention
  • Distinguish the qualities of an effective Web analytics business process and organization that moves beyond simple data collection to focus on actionable results
  • Identify and recognize relevant key performance indicators and how to discuss them when talking to different levels of management and operating departments
  • Predict how advanced areas of customer satisfaction analytics, split testing and social media measurement enhance your understanding of visitors
  • Hands on practice with Google Analytics' custom reporting features to track live data, assess digital campaign performance and monitor the customer conversion journey

Applies Towards the Following Certificates

Enroll Now - Select a section to enroll in
6:00PM to 9:00PM
Jun 28, 2022 to Sep 06, 2022
Web-based Instruction
Schedule and Location
Contact Hours
  • Web-based Instruction
Delivery Options
Course Fee(s)
Course Fee credit (4 units) $795.00 Click here to get more information
Potential Discount(s)
Available for Credit
4 units
Section Notes

Late Registrations Notice: 


Self enrollment will be available until 11:59PM PT of the day before the 2nd class session. If you are enrolling late, please contact PaCE Support as soon as possible at help@professional.ucsb.edu or 805-893-4200 to request access to the online class.

How to Access Your Online Course:


One business day after enrollment but no sooner than 2 weeks before the beginning of the course, you will receive an email with detailed instructions on how to access your online course. You don’t need to take any action until you receive that email. Please note that you will not be able to access your online course until all the steps highlighted in that email are complete.


Prior to enrolling in either MGMNT X477 - Developing a Digital Marketing Strategy or MGMNT X477.1 - Web Analytics for Marketing, students must purchase access to DMI Materials by completing the DMI Materials and Membership Fee form.  If you have already completed the form and paid the application fee, you do not need to do so again.


The one-time $145 Fee Includes:

  • Access to DMI/AMA Licensed Course Materials: videos, slides, study guides and more
  • Upon program completion, a Pearson VUE voucher for the certification examination
  • Power Member level membership (for the duration of the program) with the Digital Marketing Institute with access to additional premium content:
    • Marketing toolkits and templates
    • Additional free courses in specialized topics
    • Professional Community Forums
    • Webinars and Articles
    • Exclusive Interviews with industry thought-leaders

No refunds after 7/11/22