Certificate in Digital & Social Media Marketing

Take 105 hours of classroom training, including a capstone class and two other required courses and as few as three electives, and you will be awarded a Certificate in Digital & Social Media Marketing. Completion of your certificate can be done in as little as two semesters.

 

 
One-Day Digital and Social Media Courses (7 hours) $249
Two-Day Digital and Social Media Courses (14 hours) $499
Three-Day Digital and Social Media Courses (21 hours) $749

Video Production & Editing

October 1, 2016  |  9 AM–5 PM  |  7 Hours ($249)  |  Register  |  This email address is being protected from spambots. You need JavaScript enabled to view it.

Instructor: Caryn Tomer

According to comScore, 45.4% of Internet users view at least one video online in the course of a month. The average user is exposed to 32.2 videos in a month. That’s a huge opportunity, and when done well, it can create stellar results. Video in an email leads to 200-300% increase in click-through rate. A video on a landing page can increase conversion by 80%. After watching a video, 64% of users are more likely to buy a product online. Are you taking advantage of all that video has to offer? 

Having video production and editing skills can set you a part as a marketer, specifically in today’s world of communications. Enhance your social media presence, convert more leads into sales, and take your storytelling to the next level by learning the basics of this medium. 

This will be a hands-on class showing you how to develop a script, set up a studio, including lighting and sound, and how to edit for a finished product. We’ll talk about how to get started without a ton of up front cost, key pieces you should invest in, and what you can do without. We’ll also talk about different ways to tell the story, keys to conducting a good interview, and more. Video equipment, laptops and necessary software are provided for this class. Software used will be Adobe Premiere Pro. (No prior video production knowledge required.) 

Location: UMSL North Campus

Podcasting: Why, How and When

November 12, 2016  |  9 AM–5 PM  |  7 Hours ($249)  |  Register  |  This email address is being protected from spambots. You need JavaScript enabled to view it.

Instructor: Vernon Ross

This course will cover EVERYTHING that a podcaster needs to know, to create a successful audio podcast. The magic of connecting with your guest, mastering your message and finding your voice behind the mic.  In this one day intensive we will cover the following: The Basics of Podcasting – How It Works, How to decide what topic to podcast about. How to identify your target audience.  How to setup WordPress for Podcasting. Setting up a hosting account for your website. How to submit your podcast to the iTunes, Google and Stitcher podcast directories.  Thoughts on podcast format and the length of your show. Choosing the right equipment and software for your podcast.  Which hosting companies to choose from and how to start for free. How to engage and build a community around your podcast. We’ll also cover how to how to promote your show.

Location: UMSL North Campus

Livestreaming - Changing the Face of Social Media

September 16, 2016  |  9 AM–5 PM  |  7 Hours ($249)  |  Register  |  This email address is being protected from spambots. You need JavaScript enabled to view it.

Instructor: Bonnie Frank

Livestreaming (broadcasting live) is the fastest-growing type of social media out there and it gets you noticed, heard and remembered faster and more effectively than more traditional forms of social media!

Opening a livestreaming account is easy (and free) but effectively broadcasting live will quickly solidify your expert status, grow your leads and increase sales. This can be quite confusing the proper training and support, however. In this one-day course, I’ll teach you how to use and broadcast live confidently and effectively on a variety of livestreaming platforms. I’ll even show you how to easily broadcast on multiple social media platforms at the same time!

This one-day course includes training in free single broadcaster platforms including Periscope and Facebook Live; training in free multiple broadcaster platforms including Blab and Huzza; training with OBS (Open Broadcaster Software); livestreaming on different social media platforms simultaneously; and hands-on opportunities for producing live Periscope and Facebook Live broadcasts.

Location: UMSL North Campus

Social Media Marketing

October 7, 8 & 15, 2016  |  9 AM–5 PM  |  21 Hours ($749)  |  Register  |  This email address is being protected from spambots. You need JavaScript enabled to view it.

Instructor: Brianna Smith

Social networks are becoming an integral part of the marketing mix. On these platforms, brands can engage with prospects and consumers on many levels. In this course you will learn how to create a brand presence on these social networks, understand the differences between earned and paid media, the various tools (free and paid) used to listen and engage with consumers, how to manage healthy communities, crisis management, rules of engagement for high profile individuals and corporations, the importance of transparency, the various ways engagement is measured, the value of a Facebook like, and how to calculate return on investment. Social networks discussed will include Facebook, Twitter, Tumblr, Instagram, LinkedIn, WordPress, etc. Tools used and discussed will include Netbase (our partner), HootSuite, TweetDeck, Technorati, etc. Real life case studies will be discussed throughout this course.

As a part of this class students will also become Hootsuite Certified on the last day!

Location: UMSL North Campus

Strategic Search Engine Marketing

November 4, 5 & 19, 2016  |  9 AM–5 PM  |  21 Hours ($749)  |  Register  |  This email address is being protected from spambots. You need JavaScript enabled to view it.

Instructor: Amy Warren

Search marketing is more than 50% of the digital marketing budget and growing every day. It is highly measurable and is one of the most efficient means to find your prospects at any point in the purchase cycle. In this course you will learn how to develop a successful search program, learn about the relationship between search engine optimization (SEO) and search engine marketing (SEM); keyword selection, placement and frequency; the push to mobile search; research algorithms; meta tags; the different types of listings; how to optimize site content; differences between Google, Yahoo and Bing; and how to optimize such campaigns for success. You will obtain hands-on experience by setting up and monitoring a real paid search campaign under the instructor’s guidance.

As a part of this class students will also become Google Adwords Certified on the last day!

Location: UMSL North Campus

Social Change through Storytelling, Blogging and Crowdfunding

September 9, 2016  |  9 AM–5 PM  |  7 Hours ($249)  Register  |  This email address is being protected from spambots. You need JavaScript enabled to view it.

Instructor: Danielle Smith

Social Change. These are words we hear bandied about on an almost daily basis, but how is it happening? In this intensive one-day course we will cover what creates the momentum for true change - from stories of social effort in action to the best ways to address needs and find ways to draw attention to the causes that matter to your audience, from creating person to person connections to tapping in to the funding you need to create a shift in our culture.

You will learn how to connect with the people who share your specific set of values and what pitfalls to avoid. Setting up a crowdfunding campaign is as easy as clicking a few buttons online, but creating true social change and setting a campaign in motion that moves people takes hard work and heart. This class will take you to the intersection of both through storytelling, blogging, and crowdfunding and it will help you to begin the journey that best matches your path to social change.

Location: UMSL North Campus

An Immersion into Digital Media and Display Advertising

October 22 & 29, 2016  |  9 AM–5 PM  |  14 Hours ($499)  |  Register  |  This email address is being protected from spambots. You need JavaScript enabled to view it.  

Instructor: Eric Nelson

Digital media buyers today are more than just buyers, they are planners and strategists ready to react in a moment’s notice. In this course you will be exposed to the various digital media advertising options available including site-direct, ad networks, and programmatic buying across desktop, mobile, tablet, audio, video, and social. Topics Covered include:

  • Online Advertising Industry Overview
  • The Essentials of Online Advertising
  • Buy Side vs. Sell Side
  • The Digital landscape
  • Key Technologies
  • What is Programmatic
  • How Does Real Time Bidding Work?
  • Pricing Models
  • Ad Tags and Cookies
  • Ad Sizes (IAB standards)
  • Audience Targeting

Location: UMSL North Campus

Mobile Marketing

September 23 & 30, 2016  |  9 AM–5 PM  |  14 Hours ($499)  |  Register  |  This email address is being protected from spambots. You need JavaScript enabled to view it.

Instructor: Chris Carril

Experience the full range of mobile marketing techniques from strategy to execution. This course provides applicable knowledge on the following pillars of mobile.

  • Mobile product management: apps and websites
  • Mobile advertising: display and search
  • Mobile communications: text messaging and push notifications
  • Mobile analytics and success measurement
  • Mobile relationship management
  • Emerging technologies: watches, wearables, and what’s next

Ultimately you will possess the understanding to augment your current marketing practices with mobile or to serve as a standalone mobile marketing subject matter expert.

LOCATION:  UMSL North Campus

Data Analysis, Interpretation and Dashboarding

Fall 2016 14 Hours ($499)  |  Scheduled for Spring 2017 |  This email address is being protected from spambots. You need JavaScript enabled to view it.

Instructor: Rhonda Drake

Learn how to cull and define Key Performance Indicators out of marketing data and design dashboards that organizational managers will depend on to run their business! Creating corporate dashboards can often be a daunting task, with the disparate data sources and corporate departments who will consume the data. Learn how to think through the key issues to set up a design for dashboard, then work with actual data to create a dashboard for an organization. In addition you will learn data analytic techniques to assess changes in metrics for statistical significance. You will learn how to determine when you are reading actual change versus random variation in the data.

Prerequisite: If less than an associate’s degree and less than two years of marketing experience, your resume must be submitted.

Location:  UMSL North Campus

Effective Email Strategy: Content, Social Media Integration and Retention

September 17 & 24, 2016  |  9 AM–5 PM  |  14 Hours ($499)  |  Register  |  This email address is being protected from spambots. You need JavaScript enabled to view it.

Instructor: April Mullen

It’s often thought that email has run its course and is on its way out of the marketing mix.  In reality, email is still the single most effective digital channel for reaching customers and prospects and retaining them. In this course you will learn how to create effective email strategies. Specifically, the instructor will discuss effective subject lines, powerful copy approaches, testing techniques, measurement and segmented list strategies. Additionally, you will discover how email fits into the marketing mix and how effective it is in a mobile and social world. Innovative technologies, such as responsive and agile email design will be discussed and demonstrated, ensuring the course covers the most sophisticated of email technologies and strategies today. 

Location: UMSL North Campus

Web Analytics

August 19, 20 and 27 2016  |  9 AM–5 PM  |  21 Hours ($749)  |  Register  |  This email address is being protected from spambots. You need JavaScript enabled to view it.

Instructor: Rhonda Drake

Understanding web behavior is important to ensure a good user experience and maximum conversion rate of visitors to customers. In this class you will learn how to pull reports and glean insights for web tracking tools including Google Analytics and Adobe Sitecatalyst. You will learn Google Analytics from implementation to segmentation to campaign tracking; additionally, you will be given access to Adobe Sitecatalyst (our partner) for training purposes where we will explore pathing, conversion funnels and dashboarding. Development of Key Performance Indicators also will be discussed.

As a part of this class students will also become Google Analytics Certified on the last day!

Prerequisite: If less than an associate’s degree and less than two years of marketing experience, your resume must be submitted.

Location: UMSL North Campus

Capstone: Digital Strategies

December 2, 3 & 16, 2016  |  9 AM–5 PM  |  21 Hours ($749)Register  |  This email address is being protected from spambots. You need JavaScript enabled to view it.

Instructor:  Matt Coble

In this capstone class, students will research and build out an integrated marketing plan for a business to be selected by the instructor. In particular, they will learn how to conduct a market segment analysis, determine their target’s consumption of digital and social media, assess the competition, determine pricing and promotion, set strategy by channel, identify key performance indicators for monitoring the business and lastly learn how to set goals both long and short term. Students will bring everything they have learned together showing they know how to build a truly integrated marketing plan. Students will work in small teams on this project.

All prior certification requirements must be met prior to taking this course. The final team presentation will be made in front of a judging committee comprised of the instructor, program director and members of the Digital Media Marketing Advisory Board.

Location: UMSL North Campus