Program Overview
Penn State York, in collaboration with Penn State Great Valley, is offering an Integrated Digital Marketing Certificate.
In a time where consumers are more aware of marketing than ever, it’s important for professionals to create personalized content that is delivered across a variety of channels. When budgets are limited, marketers must be strategic, and constantly evaluate campaigns to make data-driven decisions and calculate the return on investment (ROI).
Integrated Digital Marketing equips students with the necessary skills to create high-value material, identify opportunities in the digital realm, and track campaign performance. The three-course certificate program delves into personas, SEO, SEM, digital marketing, email, website, and social media strategies that will help professionals engage with their customers, drive sales, and boost buy-in from an executive team.
Program Scope and Sequence
Formerly known as Content Marketing Analytics, the Integrated Digital Marketing program consists of three, required 21-hour courses offered in succession. Upon completion, a certificate will be awarded.
Participants who do not want to take the entire sequence are welcome to take courses that interest them pending prerequisite knowledge.
Who Should Attend
Designed for both beginners and current professionals, the program is appropriate for individuals who want to sharpen their writing, analytical, and technology skills to better strategize and evaluate marketing campaigns.
Program Objectives
Upon completion of the certificate, students should be able to:
- Understand digital marketing as a holistic endeavor
- Define marketing’s role in the customer journey
- Discover a cohesive marketing technology stack
- Write effective communications that span traditional and digital channels
- Develop personas and client-centered content to drive engagement
- Evaluate dashboards and reports to calculate ROI
- Leverage technology to forecast a campaign’s success
Course Descriptions
BUSAD 5835: Digital Marketing
The course will explore digital marketing as a holistic endeavor, examining web development, search engine optimization, display advertising, social media, and inbound and outbound lead generation. Students will develop an understanding and appreciation for technology-rich concepts in modern marketing.
BUSAD 5833: Content Marketing
The course will demonstrate how content works together in an articulated campaign. Students will learn the fundamentals of content marketing: creating personas and customer-centered content, developing a strategy, and evaluating a campaign’s success.
BUSAD 5834: Measuring Marketing Success
The course will transform the way students view marketing’s purpose and value. At the course’s completion, students will be able to measure and evaluate the performance of a variety of campaigns and tactics.
Registration, Schedule, and Cost
Fall 2022/Spring 2023 Schedule
All courses will be delivered remotely via Zoom.
| Course # | Course Title | Sessions | Times | Dates | Cost |
| BUSAD 5835 | Digital Marketing | 7 | 6:00–9:00 p.m. (via Zoom) |
Thursdays, October 20 - December 8 (No class November 24) Register Here |
$635 |
| BUSAD 5833 | Content Marketing | 7 | 6:00–9:00 p.m. (via Zoom) |
Thursdays, January 12 - February 23, 2023 | $635 |
| BUSAD 5834 | Measuring Marketing Success | 7 | 6:00–9:00 p.m. (via Zoom) |
Thursdays, March 16 - April 27, 2023 | $635 |