Digital Marketing

Digital marketing plays a central role in how organizations communicate, compete, and grow.

This course provides a structured foundation in digital marketing strategy, focusing on how core channels, data, and decision-making frameworks—supported by evolving digital tools and AI-assisted workflows—are applied in real-world business contexts.

Students will examine the development, execution, and evaluation of digital marketing efforts across key areas, including website strategy, search engine optimization (SEO), search engine marketing (SEM), AI-integrated search and social discovery environments, social and community-based platforms, email marketing, and mobile marketing.

Emphasis is placed on how these channels function individually and as part of an integrated strategy aligned with organizational goals, including how technology is shaping content creation, targeting, and distribution across platforms.

The course reflects the evolving role of AI-integrated search and social discovery behaviors, including how content is surfaced across traditional search engines, generative AI tools, and social platforms.

Students will evaluate how these shifts impact visibility, paid media strategies, and audience engagement.

These concepts are introduced within the context of practical application, critical evaluation, and responsible use.

Students will apply key concepts through assignments such as website strategy development, SEO and SEM planning, campaign development, and performance analysis.

The course culminates in a comprehensive digital marketing strategy and presentation that can be adapted for professional or portfolio use .

Additional topics include digital consumer behavior, customer experience (CX), customer relationship management (CRM), and digital brand, trust, and reputation.

Course Formats Online Asynchronous: Fully online format completed within the published course dates.

In-Person (San Diego): Classroom-based experience with scheduled sessions.

Spanish-Language Option: Equivalent curriculum delivered in Spanish.

All formats cover the same core material with variations in delivery and pacing. ​​​​​​ Tools and Certifications This course introduces commonly used digital marketing tools and platforms within a strategic framework.

Students may choose to pursue additional certifications—such as Google Ads, Google Analytics, HubSpot, and social media marketing certifications —before, during, or after the course.

These certifications are complementary and are not required.

The course focuses on the underlying strategy, analysis, and decision-making skills needed to apply tools effectively across platforms.