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Learn the Basics of Online Marketing

Digital Marketing Fundamentals

Gain a solid understanding of digital marketing tools, and how they fit into an overall marketing strategy.

Explore digital marketing tools and learn how they fit into your marketing strategy in the St. Thomas Digital Marketing Fundamentals program. In this course, you’ll learn:

  • What digital marketing is and why it’s important
  • How to develop a digital marketing strategy
  • Which tools should be included in your strategy
  • The role your website plays in marketing
  • Methods for getting customers to your website

During the program, you will build your own website and create a Google Adwords campaign to start driving traffic to your site. Instructors use relatable, real-world scenarios to teach concepts, to help you develop practical skills you can use Monday morning at work. Small class sizes create a collaborative learning environment and help you build your network of fellow business leaders.

Sessions are held on the downtown Minneapolis campus, and parking is available within one block. There are no prerequisites for this program.

Have Questions?

Contact Alison Thompson, program manager. She can help you determine if this program is the right fit for you, and answer any questions you have.


Alison Thompson

Program Manager
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Phone Number
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Is This Program Right for You?

Digital Marketing Fundamentals is designed for:

  • Traditional marketers looking to expand their skillset with digital tools and strategy
  • Supervisors leading teams working within the digital space
  • Technical professionals who have a basic understanding of the tools but not the strategy driving business decisions
  • People looking to transition into positions within digital marketing

Benefits of the Program

Learn About Digital Marketing Tools.

You’ll see how websites, email, search and display advertising, social media and mobile can come together to form a cohesive marketing strategy.

Get Hands-on Experience.

Use digital marketing tools, including websites, search engine optimization (SEO) and search engine marketing (SEM) tools.

Explore Google Adwords.

Create Google Adwords campaigns, social media advertising and email marketing campaigns.

Design a Website.

You’ll design and build a website during this program and practice digital marketing tactics.

Gain a New Network.

Meet a new network of professional peers you can turn to for support and advice long after the program ends.

Carie Otto, program instructor for the University of St. Thomas' Opus College of Business, talks about her role in the Digital Marketing Fundamentals program.

Executive Education: Digital Marketing Fundamentals

The Digital Marketing Fundamentals program will provide you with the essential tools you need to create your own marketing strategy using social media, email, analytics, and mobile.


Digital marketing can use a variety of tools and methods to reach your customer. To determine which digital channels best suit your marketing strategy, you must first understand these different channels. You’ll leave this session with a better understanding of websites, email, social media, mobile, and search and display advertising.

Understanding your organization’s unique value proposition and marketing goals will help create your digital strategy. The strategy will help to determine which digital channels you should use. After this session, you will learn how to:

  • Confirm business goals and priorities
  • Determine digital channels
  • Brainstorm and prioritize digital opportunities
  • Include digital marketing as part of the overall marketing plan

If you have an online presence, it’s only useful if potential customers can find you. Learn how to help your customers, whether individual consumers or businesses, find you through online search. You will leave this session with hands-on experience in:

  • Search engine optimization
  • The difference between organic and paid search results, and how to perform well in both
  • Identifying keywords to incorporate into your website content and paid search
  • Creating a Google Adwords campaign to drive traffic with paid ads

Your customers can find you—that’s good. But do they stick around to learn more or buy something? Consider what is important to your customer as you create and optimize your website. In this session, you’ll learn:

  • How to design a website for a good user experience
  • What makes a good mobile experience
  • Why conversion rates matter and how to optimize
  • The dos and don’ts of landing pages
  • Tools to increase conversion rates

In addition to using search engine marketing tactics, you can use social media platforms like Facebook, LinkedIn and Twitter to market to the users of those sites. In this session, you will:

  • Create an ad account on Facebook, LinkedIn and Twitter
  • Discuss best practices for social media advertising
  • Explore measurement and optimization

By optimizing search, you create ways for customers to find you. Email is a way to continue the conversation. In this session, you will:

  • Build your own email campaign from start to finish
  • Use a free email marketing tool, which you can continue to use in your organization
  • Discuss email marketing best practices
  • Learn to analyze results and make adjustments to better engage customers

Your website is the hub of all of your digital marketing efforts and an important way to convey your brand, products and services. Most of the digital marketing tools discussed in this program will drive customers to your website at various stages of the customer lifecycle. In this final module, you will build your own website, and learn:

  • Best practices in website development
  • How to use a content management system (CMS) to manage a website
  • The business purpose(s) of your website
  • Project management methods for building websites, including agile and waterfall
  • Where your website will intersect with other digital marketing tools
  • How to target different types of customers and stakeholders

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St. Thomas Executive Education programs give you cutting-edge, practical knowledge and real-world skills you can apply at work the very next day. Gain the tools and techniques to be a more effective, strategic leader.
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