The growth of the Internet in the last 20 years and the most recent meteoric rise of Social Media has made ‘digital’ an important aspect of the marketing programs for all organizations in every industry. Ensuring that there is a correct complement of traditional marketing channels with digital alternatives provides the most efficient and effective marketing mix.
Digital marketing is a lot like going out to play golf. You do not go out and buy an expensive driver and carry that one club to the course. You carry a number of clubs in your bag. Depending on the situation you are in:
- You have to know when to use a particular club,
- You have to have the club in your bag, and
- You need to know how to use it correctly.
Whether a government organization, a non-profit entity, or a for-profit business, there is a growing role for the inclusion of digital channels into the integrated marketing communications program. Providing opportunities for greater reach, increased connectivity, better monitoring, and an increasing return on investment, digital channels are being chosen over traditional alternatives at an increasing rate.
The Digital Marketing Program is composed on three Certificates (each with six modules), 5 Power Workshops, and 3 Industry Programs. The Certificate Programs are designed to provide an introduction some of the most important digital marketing tools available today. To provide the broadest base of awareness and understanding, it is ideal for attendees to complete all six modules of a certificate, but the modules can be completed individually if an organization has a narrow, specific need.
The modules of the certificates are NOT designed just for the technical people within the organization but rather are designed to provide ALL organizational members from employees to upper management with an increased understanding of the opportunities and potential of various digital marketing channels.
The three certificates that currently make up the Digital Marketing Program are:
- Social Media & E-Marketing Certificate
- Advanced Social Media Marketing Certificate
- Website & Direct E-Marketing Certificate
The Power Workshops are designed to provide more in-depth, personalized guidance after completion of one of the certificate modules. These one and two day workshops are focused on hands-on improvement of an organization’s current online channel. The one day workshops are limited to 15 attendees.
The completion of the Google AdWords Workshop or the Google Analytics Workshop is limited to 6 attendees and participants will also be prepared to complete their Google Certification Exams in these areas.