Start Training for a
Career in Digital Marketing
30-Hour Introductory Course | 392-Hour Extended Program
The American University Digital Marketing Professional Program curriculum is consistently updated to reflect current marketing trends to ensure you’re learning the most cutting-edge practices.
Start your digital marketing journey with an overview of marketing core concepts and the many ways in which businesses can leverage digital marketing to grow their customer base. Explore social media marketing, pay-per-click advertising, search engine optimization, influencer marketing, and Google Analytics.
This specialized module provides you with the support and tools needed to successfully prepare for a digital marketing career. Career planning services include interview training, internship placement assistance, resume writing, LinkedIn profile optimization, and professional e-portfolio review.
Fundamentals of Marketing
This course serves as a foundation of what’s to come throughout the program. Dive into key marketing concepts and terms, including buyer personas, branding, and concepts of inbound and outbound marketing, data analytics, and more.
Recognizing how content relates to each stage of the marketing funnel is key to forming high-quality, high-quality pieces during the content creation process. In this module, you’ll learn how to develop content plans, create compelling content, and target audiences at each phase of the funnel, with metric-driven goals and proven tactics.
Customer Relationship Management
This course will teach you how to manage and maintain important customer relationships by tracking customer behavior across platforms like HubSpot and Salesforce. You’ll also learn how to manage customer requests and queries in an online setting.
Web Development for Marketers
Throughout this course, we’ll teach you how to design and build a website with widely used site-building tools like WordPress, HTML, and CSS. Gain hands-on experience using plug-ins, themes, and uploading web content.
User Experience (UX)
Grow your knowledge of UX Design best practices while learning how to develop and deliver a seamless user experience. Having this experience is key in developing a successful website that engages and converts its users from prospect to customer.
Learn how to build an e-commerce store that can integrate effectively with Shopify, Etsy, eBay, and Amazon. Students will discover how to develop and maintain vendor relationships, establish logistics, perform competitive analysis, develop product pricing, and set up online transactions.
Data Analytics & Visualization
Discover how to interpret key marketing data such as the number of unique site visitors, pages viewed, access source, bounce rate, and conversion rate to help maximize a business’s reach and conversion. Learn why data is a crucial aspect of every marketing strategy and how to use it to optimize marketing results.
Search Engine Optimization (SEO)
Gain a thorough understanding of SEO, including how to optimize your website and boost SERP rankings. Train to learn a range of SEO tools, including Google Analytics, Google Trends, Google My Business, Google Search Console, and more.
Discover how to craft email campaigns and effectively attract and nurture leads throughout the customer journey. Gain exposure to the most in-demand software programs and learn how to increase sales with automation tools.
Social Media Marketing:
Organic & Paid
Learn how to develop and manage organic and paid social media marketing campaigns on a range of social platforms. This course also covers affiliate and influencer marketing and includes training for the Facebook Blueprint Certification exam.
Search Engine Marketing (SEM)
Learn how to utilize SEM tools such as Google AdWords, Google Tag Manager, and Google Ads Editor. This portion of the curriculum also prepares students with the knowledge needed to take the Google AdWords Certification exams.
This course will help you understand how to interconnect the many facets of digital marketing such as Google AdSense, buying and selling media, programmatic advertising, and real-time bidding to develop a winning digital marketing strategy. Work with real clients to gain marketable skills you can leverage when applying for positions.