Graduate Certificate in Digital Experience Curriculum

Marketing Frameworks

Gain a practical understanding of the frameworks and tools used to solve marketing problems. Examine strategy formulation and the marketing mix (product, price, place and promotion) tied to an assessment of the marketplace (company, competitors, customers). Learn to leverage marketing research, perform quantitative and qualitative analyses, and think critically about strategic and tactical marketing decisions.  

If you are only pursuing this certificate and not currently an MBA student, you may be eligible to waive this prerequisite course. To ask if you qualify for a waiver, please contact us. 

(MKTG 774) - 1.5 credits

This course provides an overview of how digital marketing helps businesses achieve strategic goals. We’ll examine the concepts, strategies and applications related to websites, display advertising, search, email, social and mobile marketing. Learn how each area can be used to acquire and strengthen customer relationships across the customer life cycle. Prerequisite: MKTG 625.

(MKTG 776) - 3 credits

Learn to develop an effective digital marketing strategy that aligns with business goals and priorities. Delve into a study of digital marketing channels, including websites, display advertising, search, email, social and mobile marketing. Working with a team, you’ll develop a Capstone digital marketing strategy and plan that applies what you’ve learned to a real or concept business. Prerequisite: MKTG 774

This course gives you a hands-on understanding of how to set up, monitor and optimize the effectiveness of digital marketing campaigns. Learn to use analytics tools such as Google Analytics and Adobe Analytics for daily analysis, and learn to prepare dashboards for sharing periodic results with executives, peers and staff. Prerequisite: MKTG 774

The Creative Process

Can creativity be taught? Read literature about creativity, study creative people and their contributions to society, and explore how creative ideas form and are communicated. Develop strategies to actualize the creative potential of individuals and groups.

Introduction to Business Analytics

(BUAN 600) - 3 credits

This course teaches students how to perform data analysis using spreadsheet-based methods to effectively and efficiently solve management problems. Students will learn how to effectively build, present and communicate advanced Excel spreadsheet models, forecasting models, optimization models and simulation models to drive managerial decision making. Students will also learn how to build interactive, data driven dashboards using Power BI to discover new insights and monitor key performance indicators.

Innovation and Corporate Entrepreneurship

Designed for entrepreneurs, managers, and consultants interested in creating and reinforcing an entrepreneurial atmosphere within established organizations. Examine how managers affect the nature and rate of innovation through organizational culture, structure, communication, reward and control systems. Learn how individuals initiate, launch and manage ventures within corporate settings. This course integrates theory and practice through readings, discussions, cases, fieldwork and projects. 

Brand Management

An expansion upon basic marketing theory, this course focuses on strategic planning and decision-making as it applies to the product/brand manager. Develop brand management skills through hands-on applications of the concepts presented. Develop your skills in the formulation, execution and evaluation of the effectiveness of product/brand strategies and tactics. We will utilize extensive case studies, applied exercises and in some sections, a product management computer simulation to develop and increase your understanding of the role of the product/brand manager. Prerequisite: MKTG 625. 

Marketing Analytics

Marketing decisions are increasingly data driven. In this course, learn how to analyze marketing data to make more effective, strategic decisions. Develop a deeper understanding of current and emerging customer needs through the use of a broad range of marketing analytic techniques. Gain hands-on experience with marketing data tools. Prerequisite: OPMT 600

Project Management

As project managers, we face impossible schedules, unrealistic specifications and limited budgets. As leaders, we face personnel issues, motivation requirements and organizational issues. This course will provide insight and practical examples of the areas of knowledge needed to practice effective project management in today's dynamic work environment. As we examine the chaotic project life cycle, the complexity people bring to projects and the reasons why our organizations continue to become more chaotic, we’ll identify common pitfalls. Examine the new phase development of project management and use numerous disciplines to create a more dynamic and flexible project management methodology.

Effective Team Management

Businesses increasingly use teams to get work done, but teams aren’t always managed effectively. This course examines when teams are the right choice and when they are not. Learn how to be an effective team member and leader, and how to diagnose and solve common team problems. Examine how teams operate under special circumstances, e.g., cross-functional, temporary, global and distributed (or virtual).

Persuasion

Study theory and research on social influence and persuasion, drawing primarily from work in the social sciences. Learn how to increase message persuasiveness, instigate behavioral and attitude change, and protect yourself from unwanted persuasion. Topics covered are broadly applicable, but relate particularly to issues in marketing, sales and management. This course includes lecture, case analyses, and both instructor- and student-led discussions.

Storytelling: Influencing Organization Decisions

Our business culture demands concise and meaningful communications that can both inform and influence decision makers. This course introduces you to principles that effectively link storytelling to successful business outcomes. Explore the meaning of information and its effect on organizational strategy and culture. Learn to build a structured thinking process or informational dashboard to tell a compelling story. Gain confidence in understanding and using information to influence outcomes.