Professional Sequence in Digital Marketing

Your company’s customers spend their time online—on social media, mobile apps, Internet searches. Digital marketing is the intersection of finding those qualified customers and eliciting brand awareness and engagement for your organization—whether a small startup or a Fortune 500.

In a world that is fast becoming digital-centric, effective marketers need to understand the various platforms, key performance indicators (KPIs) and Return on Investment (ROI) to elicit brand awareness and customer engagement.

Go beyond the acronyms, platforms and emerging technologies with this intensive four-course series. Through hands-on, practical learning, you’ll learn how to target customers with precision, on budget and in real time. Gain depth of knowledge in:

The customer lifecycle
Market and audience segments
Social media marketing
Search Engine Optimization (SEO)
Search Engine Marketing (SEM)
Google Ads (formerly Adwords)
Pay-Per-Click models (PPC)
Brand awareness
Product positioning
Data analytics

Get ready to launch your career in digital marketing or enhance your marketing skill set.

Curriculum Requirements

The curriculum comprises 4 required courses for a total of 6 semester units (90 hours of instruction). Candidates must pay a nonrefundable program registration fee.

All courses must be taken for a letter grade. To receive the Award of Completion, you must maintain an overall minimum 3.0 grade point average, with a grade of C or better in each course.

To qualify for this professional sequence, all coursework must be completed within three years.

How to Register

By registering, you declare your intention to complete the curriculum. To register online, complete these two steps:

Submit the online registration, and complete your student account profile if you are a new student.
Pay the nonrefundable registration fee through your shopping cart. Please allow 3–5 business days for the registration to appear in your student account.

You should register for the program before you complete your first course in the curriculum.

Certificate and Award Request

Once you have completed the coursework, notify UC Berkeley Extension that you have completed the curriculum and request your Award of Completion. Send an email to extension-business@berkeley.edu or call (510) 642-4231. After your records have been reviewed, verified and approved (usually within two to three weeks), your Award will be mailed to you.

Advisory Board

William Pearce
Haas Marketing Group
UC Berkeley Haas School of Business

Randy Brasche
VP of Marketing and Growth
Zignal Labs

Scott Lewis
Marketing Strategist
UnitedSiC

Cindy Park
SVP of Marketing, Strategy and Operations
Prado Group Inc.

Stephan Sorger
VP of Strategic Marketing
On Demand Advisors;
Instructor
UC Berkeley Extension

Nupur Thakur
Senior Director of Strategy and Product Management
Motorola Solutions

Professional Sequence in Digital Marketing

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Required Courses