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Certificate Program in Digital Marketing

Boost your career potential and develop your digital marketing expertise with this affordable undergraduate certificate from a top-ranked, AACSB-accredited business school.

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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.

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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.

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

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.

award badge for manning school of business The 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.

One Success Leads to Another

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

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Certificate Program in Digital Marketing
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Associate of Science in Business Administration
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Bachelor of Science in Business Administration

Curriculum Outline

- 4 courses / 12 credits

Required Courses (2 / 6cr)

  • MKTG.3100 Digital Marketing (3cr)

Electives (Choose 2 / 6cr)

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.

Undergraduate Certificate Requirements

Students enrolled in UMass Lowell certificate programs must complete all courses, generally consisting of both required courses and electives. Students are required to maintain a grade point average of 2.0 or better to receive the certificate. All Certificate courses must be completed within a five-year period.

Students can complete the certificate program at their own pace, enrolling in one or two courses each semester. Courses are available throughout the year, during the Fall (September-December), Spring (January-May) and Summer (May-August) semesters.

Certificate Completion

Upon successful completion of the certificate program, students must complete and submit a Certificate Petition Form. Once successful completion of the program is verified, certificates will be mailed to students. Receipt of the certificate will be noted formally on the student's transcript with an award date of October, February or June.

Course Descriptions

This course familiarizes students with current and emerging electronic commerce technologies using the Internet. Focus is on both Web Design and E-Business. The web design portion provides a foundation for designing dynamic interactive websites for electronic commerce. It addresses planning and developing well-designed websites that combine effective navigation with the balanced use of graphics, text, color, and database access. The electronic business section covers both the theory and practice of doing business over the Internet including issues relating to Internet technology for business advantage; managing electronic commerce funds transfer; reinventing the future of business through electronic commerce; business opportunities in electronic commerce; electronic commerce website design; social, political and ethical issues associated with electronic commerce; and business plans for technology ventures. 3 credits.
Prerequisites:

63.301 Pre-req

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.

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

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

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.

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.

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 UMass Lowell Online & Continuing Education students is 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 2020 Tuition

 Per Credit / Contact Hour
Undergraduate Face-to-Face Courses and Audit $340.00
Undergraduate Online Courses and Audit (except Manning School of Business* Undergraduate Online Courses and Audit) $380.00
Manning School of Business* Undergraduate Online Courses and Audit $385.00
Registration includes access to parking after 3 pm and access to Blackboard.

*Applies to courses with the following prefixes: ACCT, BUSI, ENTR, FINA, MGMT, MKTG, MIST, POMS offered through the Manning School of Business
**Applies to courses with the following prefixes: CHEN, CIVE, EECE, MECH, PLAS offered through the Francis College of Engineering

Additional Fees
Registration Fee per Term (nonrefundable) $30.00
Late Fee for Nonpayment $50.00

Apply Online

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

Registration

Current students can register using SiS Self-Service. New students who have not already applied and been accepted to a program must use the Non-Degree Registration Form.

You can take courses without being officially enrolled in a certificate or degree program, but you must meet course prerequisites. Registrations are accepted on a first-come, first-served basis. Class size is limited. We recommend that you register early to reserve your place in class.

For more information, please visit our Registration Page.

Transfer Policy

With the program coordinator's approval, one course may be transferred from another accredited institution to satisfy undergraduate certificate program requirements. The course should be equivalent to UMass Lowell instruction, applicable to the intended program, and the student must have received a grade equivalent to a C- (1.70 on a 4.00 scale) or better.

Academic Advising

Program Coordinators and Faculty and Student Support Specialists are available by appointment to help students determine appropriate course loads, discuss admission requirements, and review the transferability of courses. For online advising, email us at Continuing_Education@uml.edu. To schedule an appointment with a Program Coordinator or Faculty and Student Support Specialist, please call Graduate, Online & Professional Studies at (978) 934-2474. General academic advising is also available at the Faculty and Student Support Center on a drop-in basis, located in Southwick Hall, Room 203 on UMass Lowell North. Call (978) 934-2474 or stop by the office Monday through Thursday between 8:30am-8:00pm and on Friday between 8:30am-5:00pm.

New Students

If you have not already applied and been accepted to a program.
Register with Non-Degree Reg. Form

Current Students

If you have applied, been accepted to and are currently enrolled in a program.
Register with SIS Self-Service

Questions?

Email our Advising Center for assistance, or call 800-480-3190 to speak with an advisor.

Please Note: While every effort has been made to ensure the accuracy of the information presented within this website, the Division of Graduate, Online & Professional Studies reserves the right to implement new rules and regulations and to make changes of any nature in its program, calendar, locations, tuition and fees. Whenever possible, appropriate notice of such changes will be given before they become effective. In registering for courses, each student assumes full responsibility for knowledge of and compliance with the definitions, regulations, and procedures for the University as set forth in our Academic Policies & Procedures and on the main UMass Lowell website.

Applying into an Undergraduate Certificate Program

Apply to an undergraduate certificate program using the Online Application Form or by printing and completing the 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
GPS Admissions - Southwick Hall, Rm 203
1 University Avenue
Lowell, MA, 01854

Undergraduate certificate applications are accepted on an ongoing basis and there is no fee to apply. Upon acceptance, notification will be sent to students.

Apply Online

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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