Overview
As digital marketing rapidly evolves to be the central pan of marketing in today’s global environment, understanding and leveraging this powerful tool is essential for all marketing professionals and business people. Gain a comprehensive examination of tactics and strategies across social media, mobile marketing, online analytics, and search engine marketing aimed at achieving business goals such as acquiring, converting, and retaining online customers.
By examining emerging and leading-edge technology and practices, understand how to integrate new tactics and strategies with traditional marketing tools and practices aimed at capturing new customers, building customer loyalty, providing superior customer service, developing new products, improving profitability and conducting marketing research. Learn the value of and methods for determining return on investment of Internet marketing programs as well as online visitor and buyer behavior, learn how to develop an Internet marketing strategy and plan with the goal of maximizing your marketing budget.
Course Delivery Format
Students can choose to take this course either on campus (beginning Fall 2021) or remotely. Students who choose to study remotely will receive the classroom instruction via state-of-the-art technology. Simply follow all the instructions to apply and make your selection for on-campus or remote study in Section 5 of the application.
Should I study on campus or remotely?
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View a student testimonial from their time in ACP during remote learning here
Benefits
- Apply digital marketing tools, strategies, tactics, and best practices to achieve marketing goals and objectives
- Identify the key business drivers for digital and mobile adoption
- Develop and manage a marketing campaign for achieving defined marketing goals and objectives
- Determine the most lucrative marketing strategies for acquisition, conversion, and retention of customers/clients
- Interpret marketing metrics and analytics to measure the impact and the effectiveness of marketing strategies, tactics, and campaigns
Certificate Requirements
To earn a certificate at UCI Division of Continuing Education, students must complete all required courses with a grade of “C” or better.
Curriculum
Marketing Research & Strategy Planning
This course will help students develop an understanding of the complexities organizations face in developing, establishing, and implementing marketing strategies in both domestic and international markets. Areas of study include: marketing research, the nuances between B2C and B2B marketing, segmentation, selection of appropriate marketing channels, overview of global marketing, and the technologies used throughout the marketing process.
Dynamic Product Management
This course will introduce students to the Product Management Lifecycle, and help to develop an understanding of the role of Marketing in business planning and product development. Areas of study include: the 6-step lean product process, product-market fit, brand management, comparative analysis, and production of a pro forma.
Integrated Marketing Communications
This course focuses on how to build a Master Message for your brand, and discusses some of the challenges in maintaining messaging consistency across an organization. Areas of study include an introduction to Integrated Marketing Communications, strategies and tactics for messaging consistency, and how to develop content that supports your messaging plan. We will also explore how to apply the creative process to messaging, and how to achieve stakeholder buy-in.
Digital Marketing Tactics & Trends
In this course, students will explore the continually evolving platforms and channels of digital marketing and learn how to define and build an audience through social media, search engine marketing, and website optimization. Areas of study include mobile-first marketing, microsites, and how to measure and track conversion through analytical tools. Get ready to review and practice the most relevant digital tactics for your marketing goals.
Marketing Performance Optimization
This course will focus on sharing strategies to optimize your Marketing performance and developing executive level communication skills. Areas of study include revenue planning, applying analytics to determine return on investment, and create a bottom-line driven marketing plan. We will also explore how to incentivize marketing and sales functions within an organization and create lifetime value for customer connections.
Internships
As an optional last course and for an additional fee of $2,900, you have the opportunity to apply academic theory and gain practical experience in a variety of businesses and industries for 10 weeks. A research project provides additional training. Also included in the internship are the Resume Development and Interviewing Skills workshops.
Frequently Asked Questions
What time are ACPs offered?
Are there different attendance and participation requirements for on-campus and remote students?
Is part-time study available?
What are the visa requirements of the program?
Are there internship opportunities available after ACP study?
Can ACP students apply for an OPT after their program?
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Program Cost
Certificate Tuition: $7,900
Current Discounts
Remote Study
A 33% tuition discount will be applied for ACP remote study for the 2021-2022 academic year, through the spring 2022 quarter. If you continue remote study to a second ACP, you can receive a total of 50% tuition discount
In-Person Study
A 25% tuition discount will be applied for ACP in-person study for the Fall 2021 quarter
Approximate Total Cost (before any discounts, excludes airfare): $14,100 USD
You can view all the tuition and fees rates on our Tuition and Fees page
