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Certificate Track: Digital Marketing Strategies

About This Course
In the modern customer journey, visits to a website are often the only interaction that customers have with a brand or business. All of the information that customers receive and all of the decisions they make center on that single, critical asset. Unfortunately, too many companies think of websites as black boxes that they push customers toward in the hope that they will do what the company wants them to do (e.g., buy, learn, or share).

This course will show students how to open up the black box, look inside, see how it works, and then take action to make it work better. Students will learn why website analytics is vitally important to modern digital marketing, develop frameworks for collecting and analyzing web data, go under the hood with how analytics platforms work, and more.

What You’ll Learn
Upon completion of this course, students will have gained the knowledge to:

  • Draw a line from overall business objectives to website objectives;
  • Define true key performance indicators (KPIs) for their websites and create world-class analytics strategies;
  • Use Google Analytics and Google Tag Manager to implement web analytics tagging and tracking;
  • Use data to tell a story;
  • Identify opportunities to optimize their websites.

The Learning Environment
This interactive course is held in person at PSU’s Center for Executive and Professional Education in downtown Portland and typically combines lecture, discussion, and individual and group activities.

Instructor: Naira Perez
Naira Perez, founder of SpringHill Digital has two decades of marketing experience. She has worked on accounts like AOL, HP, P&G, Bare Escentuals, and Murad. Now at SpringHill Digital, she specializes in helping small to medium businesses thrive using digital paid media. Naira loves the excitement of optimizing in real-time and exploring the plethora of possibilities that exist in raw data, taking pride in the fact that companies don’t need huge budgets to make their digital marketing more effective.

Course SnapshotRegister now button
  • In-person at the Center for Executive and Professional Education
  • 2 times per year (Fall & Spring)
  • 2 days, 8:00am - 4:30pm
  • Cost: $699

Additional Information
Laptops are required, and free Wi-Fi is available in class.

Other Courses in this Certificate Track
Enrolling in the full certificate program provides students with a comprehensive overview of digital marketing and the latest marketing strategies across all channels.

Courses may be taken individually and in any order unless otherwise noted. If pursuing the certificate, all courses in the certificate program must be completed within three years. Visit the program page for a recommended sequence.

Questions  Questions about this program or course? Contact us.

Custom Training  Interested in bringing this program to your organization? Contact us.