Curriculum

Digital Marketing Certificate Curriculum

The GW Digital Marketing Certificate Program is a rigorous 4-day curriculum led by prominent Digital Marketing experts from various industries. The program brings together executives, experts and innovators to address Digital Marketing needs from a business point of view. Break away from the daily routine and immerse yourself in real-world challenges, expert thought leadership, strategy sessions, innovation frameworks, and digital cultures.

Module 1

Strategic Digital Marketing
Learn why marketing leaders are more profitable and longer lasting in the digital age. They redefine industries, invent new ones, eliminate competition, and deliver extraordinary customer experiences.

Module 2

Understanding Customer Experience
Customer experience involves the whole company; quality of care, marketing and distribution, ease of use and reliability. Learn to measure customer satisfaction and integrate innovative methodology.

Module 3

Module 4

DesignThinking
Develop new ways to manage complexity, tend to human needs, and create sustainable products to serve both people and business. Apply empathy journeys to connect with customers.

Digital eCommerce
Understand what eCommerce is and how it has the potential to shape and disrupt the current retail landscape. Gain the skills to drive on-line transactions for a brand or product using the CARS model.

Module 5

Module 6

Marketing Automation
MarTech encompasses marketing automation, CRM, social media, and other Digital Marketing systems. MarTech drives business growth, increasing ROI, by providing powerful insights to the customer journey.

Content Marketing
Promote your brand by creating and distributing relevant content that’s valuable to your customer at every stage of their journey. Marketers who integrate content marketing, develop more loyal customer relationships.

Module 7

Data Analytics & Measurements
Data analytics are the core of modern marketing. Predict, respond and deliver timely and unique customer experiences. Integrating data into decision making enables your company to beat out competitors.

Module 8

Digital Transformation
The market is becoming more fiercely competitive every day. Organizations must quickly evolve or be left behind. It takes a special leader to navigate and implement these changes throughout an organization.

Module 9

Integrated Digital Marketing
Discover the value of Traditional Marketing and Digital Marketing and benefit of combining and applying both approaches. Learn how to dissect the budget, allocate funds, and project your ROI.

Module 10

Strategic Social Media
Social media allows customers to gain greater control and power in the digital age. Use social media strategically to design, build and drive new customer experiences, provide value, and drive ROI.

Module 11

Driving Innovation via Digital Metrics
Gain insights and inspiration to generate ideas for your company by understanding how digital is at the center of driving innovation. Transform insights it into useful data to create measurable value.

Your Personal Digital Marketing Capstone Project

Illustrate your success at the George Washington University School of Business with a personalized, detailed action plan including your organization's goals and key performance indicators to develop an ROI strategy.