Digital Marketing

Next Program Entry:
March 23, 2020
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Duration:
As little as five months 
Format:
Monday evenings, 6 – 9 p.m. for required courses.
Electives meet once per week, schedules vary.
This program is offered in a face-to-face, classroom setting in a modular format. 
Cost:
Priority Rate (until two weeks before start date): $3,995
Standard Rate: $4,250.
You may choose to purchase the full certificate at a discounted price or purchase the individual courses a la carte.
Digital Marketing is one of the fastest-growing, rapidly changing, highly compensated professions in the country. The SMU PRO Digital Marketing Certificate program is fast-paced and flexible, designed to teach you the practical skills you need to be a successful digital marketer now.
 
The SMU PRO Digital Marketing Certificate ranks #12 in the country for student ROI! Value Colleges' "Top 30 Best Value Digital Marketing Certificates Programs" ranking guides prospective students to the digital marketing certificate programs most likely to lead to job market visibility, career advancement and financial rewards. Learn more.
 

Who Should Attend?

  • Marketing, advertising, communications and PR professionals who need to quickly get up to speed on digital marketing
  • New marketing graduates who need to expand their knowledge and skills to be more desirable to potential employers
  • Those already working in digital marketing seeking a professional qualification to add to their résumés
  • Small business owners who want to quickly gain an understanding of digital marketing

Key Benefits

  • Learn to develop a digital marketing strategy and how to execute it across all digital marketing channels.
  • Demonstrate ROI with meaningful metrics and performance indicators — and learn to choose the right tools for analytics.
  • Understand content development and project management.
  • Leave prepared to keep up with what’s new and what’s next in the digital marketing field.
Developed in consultation with DFW employers, the SMU PRO Digital Marketing Certificate program will prepare you to navigate the ever-changing world of digital marketing with proven strategies and practical tips from industry experts.
 

Certificate Program Completion Requirements

The SMU PRO Digital Marketing Certificate consists of three required courses and three electives.

Three required courses:

  • Digital Marketing: Strategy and Management
  • Best Practices in Social Media and Digital Communication
  • Digital Marketing Analytics

You may take classes in any order you wish. If required and elective courses are taken concurrently, the certificate can be completed in as little as five months.

Required Courses

Click here to view full schedule of required courses

Digital Marketing Strategy & Management
To be a great at digital marketing you need to be able to create a strategy that supports your goals and then execute the strategy on time, within budget and with measurable results. This course is taught by a leading marketing strategist and chief digital officer at one of DFW's leading agencies. You will learn:
  • Focusing resources to go beyond tactical, "shiny objective" thinking
  • Creating engaging customer experiences in digital media (social, online, mobile)
  • Measuring the success of a digital marketing campaign and strategy and calculating your ROI
  • Retargeting strategies and campaigns
  • Managing digital projects: plan, scope, budget and manage digital campaigns and initiatives
 
Best Practices in Social Media & Digital Communications
This course covers the waterfront of digital communications. It's an experienced-based view of the latest services and channels and will dive into their unique strengths and strategic uses. You will learn about the digital diamond, SEO and how to create a results-driven digital plan.
  • Explore all of the current major social media platforms, along with the strategic and tactical uses of each
  • Understand and employ content marketing techniques and prioritize content return on investment (ROI)
  • Develop brand awareness in the digital space
  • Create a digital communications plan
  • Learn best practices for social listening and response
  • Successfully communicate your digital strategy to the c-suite 
 
 
Digital Marketing Analytics
The ability to analyze, understand and use your data has become a fundamental component of the marketing profession and nowhere is it more prevalent than in digital marketing. Using a variety of analytics tools, with an emphasis on Google Analytics, you will learn:
 
  • How to align measurement with strategic objectives
  • Measurement methodologies and tools for different digital marketing channels
  • An overview of analytics tools: what to use when and how to use the most important tools
  • Insights from data: customer profiles and segments
  • Conversion funnels and goals and conversion optimization
  • Attribution methods, models and how to put an attribution system in place
  • When and how to merge online and offline data
  • Google Analytics and Google Tag Manager
 

Elective Courses

Choose any three electives to complete your certificate. Electives include:
 
 

Certificate Completion

You will have 18 months from your first day of class to successfully complete the program. In the event that you experience personal or professional reasons which delay your completion of the program or fail to successfully pass required exams, the following policies apply:
  • The 18-month period begins on the first day of class.
  • The program must be completed within the 18-month period. The last day of class must be completed within the 18-month period.
  • If you have not successfully completed the program within the 18-month period, your enrollment expires and your program status is “incomplete” and you will not receive a certificate of completion from the program.
  • If your enrollment expires before you complete the program, you may reapply to the program. You will be subject to the current tuition rate and space availability of the program.

Tuition and Fees

  • Tuition for the Digital Marketing Certificate program is $3,995 when you register before the priority deadline or $4,242 thereafter.
  • Discounts are available for SMU faculty, staff, students, alumni and groups.

Financing Options

Students may qualify for a Smart Options Continuing Education Student Loan, offered by Sallie Mae. Your Sallie Mae Loan application must be completed and approved 14 days before the first day of the program. Loan amount cannot exceed the cost of tuition. Contact our admissions team for details.
 

Program Requirements

How many hours outside of class will I need to devote to studying? 
Plan on spending an additional 1–2 hours a week on course material.
 
Will I receive a grade in each course? Are there exams?
The courses are graded pass/fail. Each course is unique and some courses will include exams, while others are project-based.
 
Are there any required textbooks or additional costs?
No, this program does not have any required textbooks but you will be provided with some suggested readings. You are required to bring your own laptop to this course.
 
Can I take the course online?
No, Digital Marketing Certificate courses must be taken in person.
 
Do I need experience in marketing?
Not necessarily, but we do find backgrounds in marketing, advertising, communications or PR beneficial. If you have any reservations, please contact a program advisor to confirm this program will suit your needs.
 

Registration and Enrollment

Do you offer financial assistance? Will it cover the cost of textbooks?
Our courses are noncredit and therefore do not qualify for FASFA benefits. SMU has a relationship with Sallie Mae for their Smart Options Continuing Education Student Loan. You are only eligible to apply for the loan if you are enrolling in the entire certificate program. To apply for this loan, follow the steps outlined under Tuition and Financing.
 
How do I register?
To register for the certificate program package:
  • Apply online. Payment of the application fee does not guarantee you a seat in the class/program.
  • A student advisor will confirm your acceptance and send accepted students a welcome e-mail with the next steps towards enrollment.
To register for a single course (rather than the complete certificate package):
  • View the list of courses available under Program Details.
  • Register for the course(s) you wish to take.
  • You will receive an email receipt, confirming your enrollment.
Please note that your seat in the program is not guaranteed until registration is paid in full.
 
Can I make multiple payments throughout the program?
If you are paying for the program course-by-course, you will make separate payments for each course. If you are paying for the certificate package, you must pay for the full amount at one time. Please view Tuition and Financing for more details.
 
Can I still sign up if the program is full?
Our courses are filled on a first-come, first-served basis and a spot is not guaranteed until registration is paid in full. If a course you want to take is full, please add your name to the waitlist and we will notify you if a spot opens up. Students on the waitlist are not obligated to register if/when a space becomes available.
 
My company is paying for me; how do I apply?
If your company is paying for your tuition, please contact a program advisor to receive a third-party billing form and application. Please include whether or not your company is paying for the application fee, and then submit both your application and the third-party billing form simultaneously. You will not be enrolled in the course until we receive the approved Line of Credit form with the necessary signatures.
 
Can I get a transcript for my course?
Yes, please contact the SMU Global and Online Student Advisor at 214-768-2273 for assistance. Transcripts cost $10 each and are processed within two business days of your paid request.
 
Do you offer discounts?
SMU students, alumni, faculty/staff, veterans and nonprofits receive a 10% discount on our courses. Contact our office at 214-768-2273 if you qualify for a discount. Please note that this discount is applied to standard tuition rate, not the priority rate. Select corporate and group rates are available, contact a program advisor for more details. Special rates cannot be combined. If you qualify for more than one special rate, you will be given the one with the largest savings.
 
What is the difference between purchasing the package and paying course-by-course?
Paying for the certificate at one time allows you to save money on the total price, and gives you priority enrollment. This option may help with employer-paid tuition or employer-reimbursement policies. Paying course-by-course allows you to complete the courses and pay for them one at a time. If you are interested in using the Smart Option Loan from Sallie Mae, this option is only available when purchasing the entire certificate package.
 
After I have taken all my classes, how do I receive my certificate?
Upon entering the final course needed to satisfy the certificate requirements, please contact the SMU Global and Online Student Advisor at 214-768-2273 or global@smu.edu. Our advisor will verify that all required courses have been successfully completed and will prepare your certificate. You will be notified that your certificate is ready after the conclusion of your final course.
 

General Information

Where do I park for my class?
You will receive enrollment confirmation and course reminders via email. A parking pass with additional details and directions also will be sent to all attendees.
Parking in an undesignated parking area may result in a parking fine.
 
What if I need to withdraw from a class?
If you choose to withdraw from the certificate program, please notify us in writing (via email: global@smu.edu) prior to the start of the program. If a withdrawal request is received in writing more than three (3) full business days prior to the first course start date, students may receive a refund, minus a $250.00 processing fee.
SMU PRO certificate course enrollment is final as of three (3) business days prior to first course start date and programs are intended to be successfully completed in full. After that date, you will not receive a refund if you withdraw or quit the course before completion. We do not provide prorated refunds or credits for partial certificate program completion. Students enrolled in a certificate program may have the option to transfer to another cohort, as outlined in the student terms and conditions of each program, pending space availability and time remaining to successfully complete their program. Students may also put funds in escrow for up to 12 months, if withdrawing prior to program start date.
Failure to attend class does not constitute withdrawal.
All refunds will be made in the form of the original payment. Please allow up to six weeks to receive check refunds.
Full details are available on the certificate application.
 
Can I take a tour of the campus?
Most classes are held in the SMU Global and Online (formerly CAPE) building on East Campus, but you are welcome to join undergraduate tours. Campus tours are designed for prospective undergraduates but if you are interested, you can find more information on the Daily Visit Registration page.
 
Do you offer job placement/internships?
Your success is important to us and we want to provide you with opportunities to reach your goals. We offer a complimentary career-coaching service exclusively for our certificate program participants. Career coaching is designed to help you explore topics relevant to your career success in a flexible and personalized format. Career coaching does not guarantee job placement.
 
I still have more questions; can I speak with an advisor?
Yes, please email smupro@smu.edu and our program advisor will be in touch with you.

Renee Adams

Renee Adams has over 20 years of experience in senior-level marketing strategy positions for both large and small companies across a variety of industries including hospitality, retail, restaurants and online advertising. Renee has managed email strategies for a hospitality loyalty program and a large-scale retail organization, driving sales both in-store and online. Renee has overseen many different types of email campaigns, some having generated a return on investment (ROI) of over 6000% and 36% more in revenue. She has gained industry recognition for her ROI-focused approaches to email marketing, customer relationship management (CRM) and direct marketing, and is a seasoned professional in all digital marketing channels. Renee has a B.A. in Journalism/Mass Communication-Advertising from the University of Oklahoma.
 

Jared Carrizales

Jared Carrizales is the founder of Heroic Search, a search marketing company based in Deep Ellum. Jared comes from the online marketing world, but has extensive experience in end-to-end marketing campaigns that have included SEO, content marketing, social media and PR. His content has been featured in places such as Entrepreneur.com, Northwood University, BYU Marketing, Pepperdine University, Search Engine People and the Social Media Club of Dallas.
 

Sujoy Chandra

Sujoy's work experience of 15 years includes strategy and marketing roles in the consumer goods, retail, and manufacturing industries with experience in North America, Europe and Asia. He currently works in Strategic Marketing. Sujoy received his M.B.A. from Carnegie Mellon University where he studied Marketing and Strategy. He also holds a patent from a product development project for an automotive manufacturer.
Sujoy started his career in the consulting industry where he helped global clients in the telecom and financial services industries develop strategic capabilities. As a consultant, he trained over 100 consultants on a variety of technical topics. Sujoy received his undergraduate degree in engineering from the University of Pune, India.
 

Jim David

Jim David is CEO and Founder of Leapfrawg.com, a social media management company, and past department chair of management and marketing at Wade College. Leapfrawg manages social media marketing for multiple businesses and organizations.
Jim holds an M.B.A. from San Francisco State University and a B.BA. in Marketing from Texas Tech University. He is a Board Member of Social Media Breakfast – Dallas. He is President Emeritus of the DFW American Marketing Association and Past EVP of Special Interest Groups. He serves on the Digital Imaging Advisory Council for Eastfield College and the Advisory Committee for Creatives in DFW. After working in the financial industry for several years in Europe and Asia, he returned to the United States in 2001 and became a partner in the commercial printing industry. He has been responsible for four start-ups himself and continues to be an advisor for several others.
 

Tom Dennis

Tom is VP of Brand Strategy at ExperiPro, a marketing insights and brand strategy firm. For 30 years he has combined his passion for both marketing and sales to help companies craft their story, strengthen their culture, and engage with their target market. Active on social media, with a background in software, fine paper and printing, Tom brings a very unique skillset to every client engagement.
Tom is President Emeritus of the Dallas/Fort Worth Chapter of the American Marketing Association and helped transform the organization into one of the top chapters in the country. He currently serves on the board as Executive Vice President and heads up the CMO Advisory Council. In 2012 he was recognized as the American Marketing Association's "National Volunteer of the Year." Tom has served on the board of directors for the West Dallas Chamber of Commerce and the Dallas Society of Visual Communications. In 2010, Tom co-founded 1st Tuesday Connections, a Texas not-for-profit dedicated to providing educational programing for North Texas entrepreneurs. In 2014, the group became a part of the North Dallas Chamber of Commerce where he continues to serve on the guiding committee. Saving the world one brand at a time, Tom is a frequent speaker on the importance of branding and company culture.
 

Lissa Duty

Lissa Duty, VP of Community Management at Advice Interactive Group is a speaker, social media coach, trainer and author of 25 Tips to Twitter Success: Learn How to Market Yourself, Brand and Business Online and co-author of Your LinkedIn Professional Network: How to Connect, Optimize, and Implement for Success.
In 2009, she discovered a passion for leveraging online social media platforms to brand clients and small businesses, and hasn't slowed down since. She uses her energy and marketing talents to assist brands in growing their business and network via social media. Lissa frequently speaks at conferences, local chambers, and for groups about leveraging social media and the importance of online branding.
Lissa is co-founder of Rocks Digital, a year-round blogging website whose mission is to provide business owners, marketing, SEO, search and content professionals with the resources, information and insights to stay on the forefront on digital marketing. Rocks Digital is the home website to one of the largest digital marketing conferences in Texas, organized by Lissa annually. She founded the conference in 2012, formerly known as the DFW Rocks Social Media Day Conference, which is now re-branded as Rocks Digital. She has been recognized by She Takes on The World as one of 25 Wonder Women.
 

Steve Hammer

Steve Hammer is the President and Co-Founder of RankHammer, the 2015 U.S. Search Awards small agency of the year. Steve is a sought-after speaker on the subjects of search marketing, PPC and analytics. In particular, he has been noted as a leader in AdWords Scripts and Google Tag Manager. Steve's experience in online media and traditional marketing allows a strategic and long-term view of search marketing. He has achieved extraordinary and sustainable results in several competitive online industries, often exceeding growth rates in excess of 50 percent per year.
Steve has held a number of exemplary positions including Director of Search Marketing for ACE Cash Express, General Manager for Stir, and a practicing Chemical Engineer for BASF. He holds an M.B.A. from the prestigious Kellogg School of Management. As a former VP of the DFWSEM, Steve is very active in the Dallas Search Marketing community. He has spoken at prestigious meetings and conferences including SMX Advanced, Pubcon, ClickZLive, State of Search, Ignite eCommerce and Interactive Insights Summit.
 

Beth Kahlich

Beth Kahlich, President of the Dallas Search Engine Academy, has over 25 years of experience in marketing and technology. Beth is an expert in Search Engine Optimization (SEO) and all forms of digital advertising.
A digital marketing consultant since 2008, she serves on the board of Dallas/Fort Worth Search Engine Marketing Association (DFWSEM). She has also been a speaker at numerous events, including the Rocks Digital Marketing conference, 2015, and LocalU.org events, a national touring workshop of top local search experts. She is continuing education trainer for real estate MCE credits and an Authorized Local Expert for Constant Contact.
 

Steve Lee, APR

Steve Lee, APR, is Adjunct Lecturer in Communication Studies, Southern Methodist University's Meadows School of the Arts and Chairman and Chief Pathfinder, QuickSilver Interactive Group.
Steve Lee is not exactly your normal social media expert. For one thing, he has a lot more gray hair than you would expect. But don’t think that just makes him the old guy — decades of business experience combined with techno understanding make for a vibrant combination. That’s how he helps senior executives wade through the latest interactive and marketing trends to create clearer visions of their business and communications needs.
 

J.D. Link

In her role as Director of Social Media Operations, J.D. Link leads AT&T's corporate social media efforts, encompassing reporting, research and governance. Her more than 15 years of experience in the telecommunications industry include nearly a decade leading Global Marketing programs across brand, marketing, advertising, media and communications.
Prior to her work in marketing, J.D. led operations for network and regulatory efforts including such functional areas as performance measurements, statistical analysis, and process management. J.D. received a Bachelor’s degree in Business Administration at Baylor University and a Master’s degree in Business Administration at University of Texas in San Antonio.
 

Brad McCormick

Brad B McCormick is Principal at 10 Louder, a modern marketing consultancy base in Dallas, TX. An agency veteran, Brad has nearly 20 years of experience in helping global B2C & B2B companies create engage in the digital world.

A native Texan, Brad spent the majority of his agency career in New York City where he has such titles as a senior digital producer, senior digital strategist, and Global Digital Director. Brad has worked with a long list of clients with a broad range of industries. He has strategic digital experience in the CPG (Gillette, Kellogg, LEGO), technology (Cisco, HP, XEROX PARC), healthcare (Johnson & Johnson, Novartis), government (US Dept. of Homeland Security, Council on Foreign Relations), and nonprofit (Smokeybear, Girlscouts) industries. Communication Arts, the Webby Awards, SXSWi and the One Show has recognized his team's work.

Brad is the current chapter President Board of the DFW chapter of the American Marketing Association. He teaches both Digital Marketing Strategy and Management and B2B Digital Marketing Strategy at SMU GO. Brad has been quoted in the New York Times and Business Week and has written for both PRWeek & Ad AgePR Week named Brad one of the four "Top Digital Creative Minds" in the industry. Brad is also a certified scrum master in agile project management. Brad holds a B.S. in Creative Advertising and a B.A. in American Studies / Liberal Arts from the University of Texas at Austin and is currently earning his MBA from the Smartly Institute.

 

Jeremy Vest

Jeremy is one of the top YouTube for business experts and is YouTube Certified. He often writes and speaks on YouTube for business, video marketing, video SEO and video conversion science. He has over 1 billion views to his credit for clients and has worked with many top brands. Jeremy has taught thousands of people and has a deep passion for all things related to online marketing and is founder of the video marketing agency Vidpow.
 

Rebecca Visconti

Rebecca is an IBM Digital Analytics (Coremetrics) and Google Analytics expert who has been working in the Digital Analytics industry since 2007. She joined Vertical Nerve's Analytics team in 2013, where she is responsible for providing Digital Analytics consultative services to her clients, such as Yum Restaurants and Moneygram.
Prior to joining Vertical Nerve, Rebecca served as the Sr. Manager of Digital Analytics Strategy at PFSweb, where she was responsible for managing and directing all digital analytics services for their Interactive Marketing Services agency, working with ecommerce brands such as Kraft, P&G, Starbucks and Kate Spade. Rebecca is a co-chair for the Dallas chapter of the Digital Analytics Association and has been a guest speaker and adjunct teacher in university classrooms, where she shares her passion for digital analytics and industry experience with students studying marketing and ecommerce.
Rebecca graduated from University of North Texas with a B.A. in History, with a focus on modern international relations, and holds an M.B.A. from University of Texas at Dallas, with an emphasis in Management Information Systems.
 

Abhi Vyas

Abhi Vyas is an online marketing expert with a proven track record of driving results and delivering innovation in the mobile marketing arena. Abhi's expertise is based on more than a decade of experience across all online marketing channels.
He is a pioneer of SoLoMo (social, local and mobile) marketing strategy that represents the convergence of collaborative, location-based and on-the-go technologies, primarily used for marketing and discovery purposes. Currently, Abhi is Vice President of Marketing at Metromedia Technologies Inc., and a member of the company's Executive Leadership Team. He is responsible for management of the MMT brand and marketing, including consumer insights and analytics, commercial and digital marketing, personnel staffing and development, agency management, product category strategy and execution. Abhi is a Co-Founder of SWIVIO — a firm specializing in a location-based marketing platform that delivers mobile offers and promotions to consumers based on their location, context and proximity.
He holds a graduate degree in economics and business from SMU and an M.B.A in international business and  marketing from DAVV, India. Prior to coming to the United States, Vyas worked for the TATA group and TAJ Group of Hotels in India in various marketing and new business development positions. Abhi is EVP of Special Interest Groups (SIG) at DFW AMA (American Marketing Association) and member of AAF (American Advertising Federation).
 

Laura Wooten

Laura Wooten helps organizations create strong messages. A writer, marketer and strategic problem solver, Laura loves contributing to her clients' success.
Since penning her first short story at age 8, she has been a writer. Today, she's written articles for clients that have been published in Forbes Woman, American Express OPEN and trade publications in numerous industries. Laura tells her clients' stories through web and print campaigns to creatively meet their marketing goals.
Laura has taught marketing and fundraising courses for the Center for Nonprofit Management. Throughout her career, Laura has helped strengthen nonprofits such as the Dallas Women's Foundation, Vickery Meadow Learning Center, The Suder Foundation and Genesis Physicians Group. With more than 15 years' experience in corporate marketing communications with companies such as EDS, Lucent Technologies and SDL International, Laura understands both corporate and nonprofit worlds. Sole proprietor of Wooten Communications and founder of the Ramp It Up marketing program, Laura is also a former board member of Dallas IABC and an active volunteer with Destination Imagination. Laura is passionate about communicating the contributions nonprofits make to communities. Originally from Springfield, Missouri, Laura now lives in Allen with her family.
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Did you know?

$140K

Average annual salary for marketing managers in Texas.

9%

Projected increase in employment by 2024 for marketing managers.

Top job titles include digital marketing manager, sales executive.

Testimonials

Renee Adams

"The classes I took at SMU PRO provided me the knowledge that I was able to apply in my job – immediately!”

– Renee Adams, VP of Marketing and Customer Engagement, Excentus

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