University of Maryland, College Park
Foundations of Digital Marketing Specialization
University of Maryland, College Park

Foundations of Digital Marketing Specialization

Be Future Ready: Foundations of Digital Marketing. Develop essential skills and knowledge needed to excel in the digital marketing landscape

Liye Ma
Lauren Rhue
Pallassana K Kannan

Instructors: Liye Ma

Access provided by New York State Department of Labor

Get in-depth knowledge of a subject
Beginner level

Recommended experience

1 month
at 10 hours a week
Flexible schedule
Learn at your own pace
Get in-depth knowledge of a subject
Beginner level

Recommended experience

1 month
at 10 hours a week
Flexible schedule
Learn at your own pace

What you'll learn

  • Analyze and evaluate the impact of digital technologies on various touchpoints within the marketing strategy process.

  • Assess the performance of paid search campaigns, diagnose potential issues, and recommend adjustments to optimize digital marketing efforts.

  • Explore advanced tools for data analysis, customer segmentation, and predictive modeling to optimize their digital marketing strategies.

  • Evaluate customer sentiment data from social media platforms to recommend optimal marketing strategies, while considering ethical implications.

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Taught in English
Recently updated!

March 2025

Advance your subject-matter expertise

  • Learn in-demand skills from university and industry experts
  • Master a subject or tool with hands-on projects
  • Develop a deep understanding of key concepts
  • Earn a career certificate from University of Maryland, College Park
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Specialization - 4 course series

What you'll learn

  • Inbound and Outbound Marketing (also touching on social media marketing

  • Mobile Marketing - Apps and Promotions

  • Multi-Sided Platforms

  • Attribution and Marketing Mix Modeling

Skills you'll gain

Category: Digital Marketing
Category: Marketing Strategies
Category: Social Media Marketing
Category: Advertising
Category: Marketing Effectiveness
Category: Marketing Analytics
Category: Return On Investment
Category: Consumer Behaviour
Category: Web Analytics and SEO
Category: Search Engine Optimization
Category: Marketing Channel
Category: Search Engine Marketing
Category: Media Planning
Category: Network Model
Category: Marketing
Category: Business-To-Consumer

Digital Marketing Analytics

Course 23 hours

What you'll learn

  • SEO and SEM - KPIs and keyword strategies

  • Web Analytics - A/B Testing

  • Machine Learning/AI applications/Big Data

  • Text and Image Analysis

Skills you'll gain

Category: Digital Marketing
Category: A/B Testing
Category: Search Engine Optimization
Category: Web Analytics
Category: Search Engine Marketing
Category: Marketing Analytics
Category: Analytics
Category: Performance Analysis
Category: Usability Testing
Category: Consumer Behaviour
Category: Data-Driven Decision-Making
Category: Advanced Analytics
Category: Marketing Effectiveness
Category: Customer Analysis
Category: Decision Making
Category: Artificial Intelligence and Machine Learning (AI/ML)
Category: Predictive Analytics
Category: Advertising
Category: Big Data

What you'll learn

  • Machine Learning Methods

  • Big Data and AI Applications

  • Performance Evaluation

Skills you'll gain

Category: Machine Learning
Category: Artificial Intelligence
Category: Marketing Automation
Category: Predictive Analytics
Category: Deep Learning
Category: Personalized Service
Category: Big Data
Category: Artificial Neural Networks
Category: Customer Analysis
Category: Performance Analysis
Category: Apache Hadoop
Category: Digital Marketing
Category: Marketing Analytics
Category: Marketing Strategies

What you'll learn

  • Plan impactful online campaigns using analytics, select the right platforms, and craft effective messages for digital advertising success.

Skills you'll gain

Category: Social Media
Category: Advertising
Category: Big Data
Category: Analytics
Category: Information Privacy
Category: Digital Marketing
Category: Trend Analysis
Category: Return On Investment
Category: Customer Engagement
Category: Advertising Campaigns
Category: Social Media Strategy
Category: Social Media Marketing
Category: Business Ethics
Category: Law, Regulation, and Compliance
Category: Media Planning
Category: Marketing Communications
Category: Data Ethics
Category: Data-Driven Decision-Making

Instructors

Liye Ma
University of Maryland, College Park
1 Course173 learners

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