Digital Marketing Specialization

The Digital Marketing Specialization helps meet the needs of the rapidly evolving, mobile-first, and AI-driven digital marketing fields, and strengthens your competitive advantage as you begin and pursue your careers. The specialization will provide you with the essential skills in social media strategy, artificial intelligence applications in marketing, integrated digital communications, and analytics to succeed in the modern digital marketing landscape.

To be awarded this certificate, students must complete and be awarded an undergraduate degree. For more information about adding an undergraduate certificate, see your advisor.

Program Requirements Marketing in the Herberger Business School Marketing Scholarships

Program Highlights

• AI Strategy & Automation: Leverage generative AI tools to create personalized customer communications and apply predictive analytics for market forecasting.
• Mobile-First Marketing: Design end-to-end customer experiences optimized for today’s mobile-driven marketplace.
• Digital Analytics: Apply advanced analytics techniques to evaluate marketing performance, safeguard data privacy, and mitigate algorithmic bias.
• Integrated Marketing Communication Strategy: Integrate traditional marketing approaches with search, social, and mobile tactics to create cohesive, high-impact campaigns.

Program Distinctions

• Embedded Industry Certifications: Students don't just earn a degree; they graduate with highly sought-after industry credentials built into the coursework, including the Student Digital Marketing Certificate, Google Analytics Certificate, and three HubSpot certifications (Social Media Marketing I & II, Marketing Hub Software).
• Hands-On AI Playbooks: Students move beyond theory by building practical "AI Playbooks" and engaging in "Shark Tank" style pitch events, creating a tangible portfolio of digital strategies before they graduate.