Masters
Certificate
30 Total Credits Required
In our 100% online courses, you’ll gain experience building strategies, running campaigns and managing budgets with the guidance of expert faculty. Coursework focuses on SEO, digital strategy, multichannel marketing campaigns and conversion rate optimization. Dive deeper into your preferred focus with elective courses.
You’ll graduate with modern-day marketing skills to succeed in today’s digital world.
Credits
This course is set up as a strategic and practical guide to designing, conducting and measuring multichannel marketing initiatives for B2B and B2C brands. The course is designed to teach the fundamentals of 21st Century Digital Marketing based on creating on-going, seamless customer experiences across digital and traditional channels. Included in the foundational topics covered in this class are the three stages of marketing: The New Customer Journey, and Why the Marketing Campaign is dead; Developing customer journeys the fundamentals; Content, Channels and Measurement for Consumer Journeys. In addition, this course will look at the principles of paid, owned, and earned as converged digital marketing, and the role of diagnosing the channels for acquiring new customers.
Credits
This course enables students to build on their critical thinking skills and apply oral and written communication strategies to solve organizational problems and drive organizational change. Students will develop, execute, and measure strategies applicable to a wide range of industries. Topics include negotiation and facilitation; crisis communications and public relations; virtual and global communications; and stakeholder management.
In this comprehensive course, you are introduced to the basics of digital media including multimedia production techniques. You will explore the nuanced art of digital storytelling and analyze strategies employed in marketing campaigns to uncover the inherent power of visual narratives that brands use to engage audiences.
From recognizing and discussing digital storytelling tenets to hands-on multimedia creation, this course equips you with the creative and technical skills needed to captivate audiences across online platforms— from social media to blogs and websites, using both contemporary and AI tools. Engage in critiques and practical exercises that bridge theory and production, allowing you to creatively apply brand storytelling principles in real-world scenarios.
The field of Digital Marketing is continually evolving. New technologies, methods and platforms are continually introduced and evolving that may foster new marketing capabilities. The Digital Marketing & Design Special Topics course facilitates the introduction of cutting-edge practices and technologies as they are introduced in the industry. Outcomes will vary by course, but in general terms, students will be able to:
Information Architecture (IA) is defined as “the art and science of organizing and labeling shared information environments (websites, intranets, online communities and software) to support usability and findability.” (source: iainsitute.org). This course balances theoretical grounding of IA with practical design work. We will cover principles of IA as a professional practice and how to design effective, research-supported, user-centered information systems. Students will understand and apply information organization concepts; design and apply appropriate assessment techniques for particular information environments; and develop strategies to effectively communicate design rationale and advocate for users.
The goal of universal design is to build products and interfaces that are usable and accessible to everyone, not just a small subset of normative or ‘average’ users. This course will provide an introduction to universal design for digital and physical accessibility. Students will gain an understanding of the range of physical, cognitive, contextual, and social disabilities that challenge technology users, and how inclusive design benefits everyone. Topics covered include accessibility guidelines, assistive technologies, plain language, and legal and ethical considerations.
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Online Digital Marketing and Design Curriculum – MS – Brandeis University
