Digital Marketing Courses | Questrom School of Business

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Professional Development Courses for Individuals Digital Marketing Essentials

Leveraging Social, Search, Content and Commerce for Growth

This 7-week online course is designed to give marketers, entrepreneurs and executives a broad overview of how to successfully use digital marketing to attract, convert, and retain customers.
The course will give you valuable insight into the key tools and concepts for leveraging digital media, culminating in a Digital Marketing Playbook with actionable frameworks to help you apply your learnings.
Learn from experienced Questrom faculty and your fellow participants in weekly interactive webinars and hear from guest speakers with both b2c and b2b digital marketing expertise.

Dates: TBD

Price: $1,950 ($1,450 for BU alumni)
Format: Virtual with weekly live faculty webinars

Course Overview

This 7-week course consists of weekly live faculty sessions with 3-4 hours of additional asynchronous work per week.

Participants who successfully complete the course will receive a Certificate in Digital Marketing from Boston University Questrom School of Business.

By the end of this course, you’ll be able to:

Articulate the importance of the key elements of digital marketing, from selecting the right audience to converting and cementing the relationship
Apply high-level best practices around digital marketing strategy
Understand broadly how to measure the impact of digital marketing activities
Learn to speak the language of digital marketing and be able to ask the right questions of digital marketing teams/outside agencies

In this week, we’ll walk you through the 5 steps of clarifying market opportunities, including segmenting your target audience, uncovering barriers to purchase and developing personas. In our faculty webinar, you’ll have a chance to apply these steps and uncover best practices.

Our second week focuses on social media: how to choose the right platform, create effective content and measure your success. We’ll provide access to key planning resources including a content planning template and social media content calendar.

Understand how multiple models are brought together to create highly capable and extensible systems
Learn the key principles for embedding Gen AI into enterprise systems and processes
Evaluate the Gen AI make vs. buy decision

Our second week focuses on social media: how to choose the right platform, create effective content and measure your success. We’ll provide access to key planning resources including a content planning template and social media content calendar.

In this session, we will learn all about search and explore when to use organic search (SEO) and when to use paid search. We will also cover how to write keywords and how websites can optimize organic search traffic opportunities.

Week 4 will cover how to use your website, microsites and landing pages to engage with your customers, users and prospects and accelerate their path to conversion. We will focus on using content to cultivate interest and keeping cultivation on track through nurturing emails.

In this week, we will learn how to optimize your website to increase conversion at key points in the funnel. We will learn about key metrics such as bounce rates and conversion rates along the funnel, and how to measure and track them. We will explore promotion strategies that resonate with customers and encourage them to act. We will cover topics such as A/B testing and user experience (UX) design. We will also learn about more advanced conversion optimization techniques, such as personalization and retargeting. And finally, we will discuss tools and techniques for analyzing website data, such as Google Analytics and other website tracking tools.

Customer Relationship Management (“CRM”) is the key topic in week 6. We will cover best practices for CRM and provide you a CRM toolkit to help maximize the value of your customer relationships.

In the final week, we will focus on how to create a culture of testing and experimental design to help you strive for the optimal digital marketing approach for your company, your customers and your products or services. We will also share tips for getting resources and investments from senior management in digital marketing. Finally, we will cover what you need to know about data privacy in the digital marketing context.

Marketing professionals without much prior exposure to digital marketing activities
Digital marketers who are deeply knowledgeable about one area of digital marketing and wish to understand the bigger picture
Entrepreneurs or non-marketing managers who wish to engage digital marketing agencies and need to understand the fundamentals to manage the process successfully