Program offered on campus and online
Launch or Advance your Digital Career
Traditional marketing is rapidly changing and today's marketers must be well versed in social media, mobile marketing, analytics and more. Whether you are a recent graduate, accomplished marketing professional or looking to change careers, our four-course digital marketing graduate certificate will provide you with the knowledge and skills to advance your career.
The graduate digital marketing certificate program is designed to serve the needs of students who hope to obtain advanced training in digital marketing. This certificate, taught by an expert team of industry professionals, will provide you with a solid foundation—from providing a solid grasp of the core concepts and tools of digital marketing management to evaluating digital marketing strategies—and combines it with practical real-world experience. In this certificate, you will dive into market analysis and analytics, while also covering the fundamental marketing concepts.
Apply Certificate Credits Directly to your M.S. in Digital Marketing
Start with our four-course digital marketing certificate and upon completion apply those 12 credits to our 36-credit master's degree. In addition, this certificate can serve as a bridge for students who do not meet minimum GMAT and/or GPA requirements to the master’s in digital marketing program. Students who complete the certificate with a 3.5 GPA will be waived from taking the GMAT.
- Bachelor's degree from a regionally accredited four-year college or university
- Completed Graduate Application for Admission, including a resume and official undergraduate and graduate transcripts
- Two letters of recommendation from employers or faculty
- Personal statement of interest in and qualifications for the graduate program
- Admission requires approval by the Jack Welch College of Business
Program of Study | 12 credits
- MK 661 Marketing Management* 3 CR
- MK 670 Digital Marketing 3 CR
- MK 671 Marketing Analytics 3 CR
- MK 680 Applied Topics in Marketing 3 CR
*For students with substantial work experience in marketing, an additional MK 680 course may be substituted for MK 661 with the consent of the program director
MK 661 Marketing Management
Explores how firms analyze market opportunities; select target markets; develop the marketing mix (product, price, place and promotion); plan; manage; organize and control the marketing resources throughout an enterprise; deal with competition; and extend marketing to the global marketplace.
MK 670 Digital Marketing
Examines the rapidly evolving dynamics of digital marketing. Emphasis is on consumer behavior and opportunities, problems, tactics and strategies associated with incorporated digital methods into the marketing function. Internet and mobile marketing tools such as search engine marketing, social media, and viral marketing are addressed.
MK 671 Marketing Analytics
Explores how companies assess marketing performance. It is a survey course covering a variety of return on investment metrics for marketing investments. The course introduces formulas and ratios used to gauge customer profitability, product portfolio mix as well as advertising and web spending effectiveness. Links between finance and marketing are pointed out.
MK 680 Applied Topics in Digital Marketing
This course covers in-depth one digital marketing topic from an applied perspective. The topic is examined from a company’s point of view with multiple examples from industry. Students work hands-on learning what practitioners do within the topic on a day-to-day basis. Topics rotate throughout trimesters.
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