Certificate Program in Digital Marketing Online | Business Program (2023)

Expand Your Knowledge and Launch Your Digital Marketing Career

Today's rapidly changing technology is transforming the business environment. Consumers are digitally connected to a variety of information sources, and they frequently share their experiences openly with others. Companies now need to reach, engage with and persuade as many consumers as possible through multiple media channels.

Certificate Program in Digital Marketing Online | Business Program (1)

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Certificate Program in Digital Marketing Online | Business Program (2)

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UMass Lowell's undergraduate Digital Marketing Certificate Program provides up-to-date knowledge of current digital marketing strategies and practices, and prepares students for success in the modern, hyper-connected business landscape.

Incorporating current topics in the field, the curriculum for this program covers essential areas such as marketing analytics, social media, multichannel retailing, web design, ecommerce and digital advertising.

Upon completion of the certificate program, you will have a practical understanding and working knowledge of many important facets of digital marketing, which will translate into greater opportunities for career advancement.

Career Outlook

2.27M

Jobs (2020)

+4.9%

% Change (2020-2021)

81.7K/yr

Median Earnings

301,086

Annual Openings

Source: Lightcast, 2022

Occupations

  • Marketing Managers
  • Market Research Analysts
  • Marketing Specialists
  • Web and Digital Interface Designers

The number of marketing specialists and market research analysts is expected to increase 32% from 2012–2022, faster than the national average for all occupations.

—U.S. Department of Labor, Bureau of Labor Statistics, 2018

Certificate Program in Digital Marketing Online | Business Program (5)

Learn from Leaders Who Strive for Real-World Results

UMass Lowell's Manning School of Business faculty and instructors are dedicated to excellence in teaching and research, and the program's challenging, relevant curriculum is aligned with current industry trends and employer needs.

Certificate Program in Digital Marketing Online | Business Program (6)

This program is offered through UMass Lowell's Manning School of Business, which is accredited by the Association to Advance Collegiate Schools of Business International (AACSB) — an elite distinction earned by less than five percent of business schools worldwide.

Learn more about AACSB accreditation »

One Success Leads to Another

Apply credits from lower credentials to higher ones. Our programs are designed to build upon themselves:

Certificate Program in Digital Marketing Online | Business Program (8) Certificate Program in Digital Marketing Online | Business Program (9)

Associate of Science in Business Administration

Certificate Program in Digital Marketing Online | Business Program (11) Certificate Program in Digital Marketing Online | Business Program (12)

Bachelor of Science in Business Administration

Curriculum Outline

- 4 courses / 12 credits

Required Courses (2 / 6cr)

  • MKTG.3100 Digital Marketing (3cr)
  • MKTG.4300 Social Media Marketing (3cr) - Available Spring 2023!

Electives (Choose 2 / 6cr)

  • MKTG.4010 Advertising (3cr) - Available Spring 2023!
  • MKTG.4070 Retailing (3cr) - Available Spring 2023!
  • MKTG.4110 Marketing Analytics (3cr) - Available Spring 2023!
  • MIST.4070 Electronic Business * (3cr) - Available Spring 2023!

Note: MKTG.2010 Marketing Principles is a prerequisite for enrolling in any 3000- or 4000-level marketing course.

*MIST.2010 Business Information Systems or any MIST course experience is a prerequisite for MIST.4070.

Course Descriptions

MIST.4070 Electronic Business

This course covers both the digital commerce business concepts and hands-on work with cloud platforms like Amazon's AWS platform. Topics covered include digital marketing, web privacy & security, mobile computing, FinTech & mobile payments, cloud computing and other emerging digital technologies. Students will learn how to host websites with AWS platform and can use course materials to apply for AWS certification after the course. 3 credits.

Prerequisites:

63.301 Pre-req

MKTG.3100 Digital Marketing

This course presents an overview of the growing field of digital marketing and offers opportunities for acquiring technical skills of performing vital daily marketing functions. Through case studies, interactive sessions, and online simulation, class exercises, and/or client projects, students learn about the latest research and best practices in the industry. Topics covered include search engine optimization, search engine marketing, online marketing, web analytics, email marketing, social media marketing, mobile marketing, legal and security issues, and online reputation management. Students will leave the course with working knowledge of the tools and processes for creating, managing, and executing digital marketing plans. 3 credits.

MKTG.4010 Advertising

Evaluation of various marketing communication methods, including sales promotion and public relations, with an emphasis on advertising. Research, copy writing, scheduling and budgeting from the viewpoint of the marketing manager. 3 credits.

Prerequisites:

MKTG.2010, BSBA students

MKTG.4070 Retailing

This course examines the strategic role of retailing in the distribution of consumer goods and services. Students will gain insights into retailing concepts and practices and will develop skills for building sustainable competitive retail strategies. Key topics include retail formats, retail mix, retail market strategy, integrated retail communication, and customer service, with a focus on new trends and technologies in retailing and electronic retailing such as multichannel/omnichanne retailing, electronic/mobile retailing, social media, and global retailing. This course is designed to provide a foundation for those students interested in pursuing a retail career or in owning/running a retail or e-tail business. Experiential assignments are used to apply the concepts. 3 credits.

Prerequisites:

MKTG.2010 pre-req; Com Filter

MKTG.4110 Marketing Analytics

Course number was formerly 62.312. Focuses on marketing strategies and tactics. Emphasis is given on research methods and applications for strategy building and implementation. Meets Core Curriculum Essential Learning Outcome for Critical Thinking & Problem Solving (CTPS) and Quantitative Literacy (QL). 3 credits.

MKTG.4300 Social Media Marketing

This course presents how social media should be effectively used as a digital communication tool in diverse business contexts. Emphasis is placed on the effective uses of social media for enhanced customer relationship building and brand equity. Topics include PR campaigns on social media, risk management, social entertainment, social commerce, online reputation management, and content marketing. 3 credits.

Undergraduate Certificate Requirements

Students enrolled in UMass Lowell certificate programs must complete all courses and maintain a grade point average of 2.0 or better to earn the certificate. All certificate courses must be completed within a five-year period.

Certificate Completion

Students who successfully complete the certificate program should submit a Certificate Petition Form to have their certificate mailed to them.

Tuition & Fees

At UMass Lowell, we believe that students should have as much information as possible up front so they can make informed decisions before enrolling in a degree program or signing up for a course.

Tuition for all undergraduate courses offered through the Division of Graduate, Online & Professional Studies is the same for both in-state and out-of-state students. Tuition for all online graduate courses is also the same for both in-state and out-of-state students. Tuition is priced per credit. To calculate the tuition for a course, simply multiply the per-credit tuition by the total number of credits per course. Exception: If the total number of course contact hours is greater than the total number of credits, the per-credit tuition is instead multiplied by the total number of contact hours.

Spring 2023 Tuition

Cost Per Credit Cost Per 3-Credit Course*

Undergraduate

Online $380 $1,140
Online Business $385 $1,155
On Campus Lowell $340 $1,020
On Campus Haverhill $300 $900

*If the number of contact hours exceeds the number of credits, tuition is calculated by multiplying by the total number of contact hours.

**Applies to ACCT, BUSI, ENTR, FINA, MGMT, MKTG, MIST and POMS courses.

***Applies to CHEN, CIVE, EECE, ENGN, MECH, PLAS and MSIT courses.

****Applies to graduate online education courses in the Ed.D. and Ph.D.

Additional Costs

Term Registration Fee $30
Late Fee $50

Please note: Tuition and fees are subject to change.

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Estimate the cost of this program with our online tuition calculator

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Questions Regarding Your Undergraduate Application?

Email OCE_Admissions@uml.edu or call 978-934-2474.

For General Assistance:

Call the Advising Center at 978-934-2474 or 800-480-3190. Our academic advisors are here to help!

Already Applied?

Check the Status of Your Application

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Information for Out-of-State Students

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Information for International Students

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Applying into an Undergraduate Certificate Program

Apply to an undergraduate certificate program using the Online Application Form or by printing and completingthe Undergraduate Certificate Application Form in .pdf file format. Applicants will be required to have either their official high school transcript, HiSET®, GED® or their most recent college transcript if applicable, sent to Graduate, Online & Professional Studies at the address below. Applications, transcripts, and other correspondence should be sent to:

University of Massachusetts Lowell
Division of Graduate, Online & Professional Studies
Undergraduate Admissions
839 Merrimack Street, 2nd Floor
Lowell, MA 01854

Undergraduate certificate applications are accepted on an ongoing basis and there is no fee to apply. You will be notified upon acceptance.

Apply Now

Questions Regarding Your Undergraduate Application?

Email OCE_Admissions@uml.edu or call 978-934-2474.

For General Assistance:

Call the Advising Center at 978-934-2474 or 800-480-3190. Our academic advisors are here to help!

Already Applied?

Check the Status of Your Application

Certificate Program in Digital Marketing Online | Business Program (17)

Information for Out-of-State Students

Certificate Program in Digital Marketing Online | Business Program (18)

Information for International Students

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