Some historians argue that the concept of marketing dates all the way back to ancient Mesopotamia. And marketing, much like human culture and technology, has evolved in many ways over time. As technology advances at incredible rates in the digital era, so must marketing best practices. In this course, you will explore the core areas of marketing, including branding and products, consumers, communications, and technology. You will study strategic marketing tools used to develop effective strategies for a relevant target market. And you will learn about emerging topics, such as marketing automation, artificial intelligence, and data-driven communications. This course will teach you the skills needed to continue evolving as a successful marketing professional in a dynamic marketing environment.

When you hear the word science, you might first think of natural sciences like biology, chemistry, or physics. But did you know that digital marketing is a science, too? And just like other types of science, it is informed by research, hypotheses, experiments, data, and interpretation. In this course, you will gain foundational knowledge of digital marketing disciplines, including social media marketing, email marketing, content marketing, marketing automation, search engine optimization (SEO), web analytics, and so much more. You will explore how a digital marketing strategy is developed and executed. And you will learn how digital marketing is integrated within an organization's overall strategy.

To be successful, digital marketers must effectively keep track of sales, service, web content, operations, and other business essentials. That can be challenging! HubSpot is a powerful software tool that can assist by providing all-in-one solutions. In this course, you will learn about HubSpot and how to best utilize it. You will explore how this cloud-based platform can sync and connect your consumers, teams, and devices. You will discover the ways HubSpot can improve business functions by tracking potential clients, managing emails and social media posts, hosting web pages, and tracking customer service. Along the way, you will learn how the software analyzes campaign results and user behavior. Think of everything you’ll be able to accomplish!

This course does not offer competency units or credits. However, it will prepare you to take the HubSpot Marketing Software Certification exam. Passing the exam is a requirement of this program. 

This capstone course offers you a powerful opportunity to apply everything you’ve learned about digital marketing in a real-world business setting. For your capstone project, you will work remotely with actual company to complete a digital marketing project. Integrating the tools and competencies you’ve gained—including SEO, Google Search Ads, content strategy, email marketing, and social media management—you will spend 4–8 weeks conducting market research, developing targeted campaigns, and delivering marketing assets that can be added directly to your professional portfolio. After submitting the project to the employer according to their specifications, you will create a presentation to reflect on the creative and strategic decisions you made along the way. By the end of this course, you will be prepared to enter the digital marketing workforce, equipped with real work experience and marketing assets for your professional portfolio.