Digital Marketing Program

Develop Smarter Marketing & Connect to Business Impact

The best forms of marketing don’t feel like marketing at all. Become fluent in new approaches, foundational practices and the latest platforms, as you prepare to excel in this fast-paced field and stay ahead of trends. The Digital Marketing Program offered by Furman University's Center for Innovative Leadership​ will guide you in developing strategies to help support business decisions and gain the skills needed to succeed.
Participants are eligible to receive 3.2 Continuing Education Units from Furman University upon successful completion of the course. Please contact your Program Manager below to learn more!
Go to:
About the Program   –   Enroll Today!   –   Curriculum   –   Instructors   –   What Others Say

About the Program

The Digital Marketing program takes you beyond traditional marketing practices to an understanding of your customer's digital world. From practical marketing strategies to customer segmentation, journey design, search engine optimization (SEO), paid and organic social media, marketing analytics, pay-per-click advertising, and more, be ready to roll-up your sleeves and apply your new skills in this hands-on, interactive course.​

Enroll in the Digital Marketing Program Today!

8 Modules Online ($4,995)

  • Start today - conveniently self-paced learning!
  • Includes your Course Workbook & all course materials.
  • Enjoy hands-on projects & interactive discussions.
  • Earn your Certificate of Completion in just 8 weeks!

Program Curriculum

Learn in-demand marketing skills: omni-channel marketing, social media strategy, marketing analytics, key data metrics, customer-centric approaches, and, most importantly, how to connect the dots to the bottom line via customer acquisition and retention. Designed by leading experts in their field, this nationally recognized program comes with the Digital Marketing Ultimate Toolkit with over 60 templates, eBooks, spreadsheets, calendars, posters, checklists, strategic planning guides, and executive presentations.

This is a growing, competitive marketplace. The comprehensive Digital Marketing Certificate Program will provide you with the skills you need to succeed in today's online world. This is a course for those at every level, whether you're taking your first steps towards becoming a digital marketing professional or sharpening your existing skills. Don't miss this opportunity to transform your career – enroll now and start learning today!

Module 1 - Digital Strategy​

Discover successful elements to create a digital strategy that is aspirational and attainable. 
  • Blue Ocean Strategy: Think beyond the common areas where competitors fight for market share and move toward spaces where little or no competition exists.
  • SMART Goals: Thinking big is an excellent first step, but every strategy should also include goals that are Specific, Measurable, Attainable, Relevant, and Time-bound.
  • Audience: Identify primary, secondary, and tertiary audiences. Create an approach that reaches those most likely to engage with your digital strategies.
  • Message: Align with your audience for a greater impact.
  • Platform: Choose a platform that best fits your strategic goals.

Module 2 - Client Insight: The Ultimate Guide​​ ​​

Uncover how Customer Experience (CX) drives a relevant digital marketing dialogue. Learn the importance of aligning your product marketing with how your customer experiences your product for retention and revenue growth. 
  • Identify the pillars of CX: Learn how your Customer Satisfaction Score (CSAT) and effective marketing tactics work together to create brand loyalty.
  • Meet your customers where they are: Define your Ideal Customer Profile (ICP). 
  • Explore account-based marketing: Engage customers and use insights to drive demand with targeted marketing. 
  • Join forces with your customers: Use an empathetic and insightful approach to maximize your efforts.

Module 3 - ​Marketing ​Automation​​

Learn the fundamentals of marketing automation and the opportunities it presents to foster relationships with customers through digital interactions.
  • Identify your business needs: Examine high-level studies of marketing automation technology and benefits, and determine how it fits into your organization.
  • Lead generation & marketing funnel: Learn to view content engagement as a request for more information. Use marketing automation to build interactions that move customers through your marketing funnel and into conversions.
  • Working with data: One of the benefits of marketing automation is access to significant amounts of data. Explore how to interpret and use data to inform marketing decisions.
  • Content design: Gain best practices for content design and learn important opt-out requirements to ensure positive customer experiences.
  • Workflow & automation: Use marketing automation tools to create a clear path for customers based on their choices.

Module 4 - Content Marketing​

Examine the crucial elements needed to develop and deliver content marketing campaigns that build reputation and engagement with customers and prospects.
  • Audience & voice: Learn the importance of defining your audience, including their concerns, feelings and other factors at different stages of the buying process.
  • Content framework: Discover elements of a campaign brief and the benefits of developing a brief prior to launching a content campaign.
  • Create your brand story: Use content marketing to help tell a story about your products, services and overall brand.
  • Channel strategies: Learn how to apply content in owned, earned, and paid channels or platforms.
  • Tools of the trade: Review top tips, tricks and resources to inspire content marketing campaigns.
  • Measuring success: Align measurement techniques to the traditional depths of the marketing funnel, and discover why it's important to give content marketing initiatives time to take hold.

Module 5 - Social Media

Gain strategies and best practices to boost brand, product and service awareness through organic social media.
  • Defining brand personas for social media: Understand the importance of knowing your audience.
  • Social media platforms: Discover the current reach and popularity of social media platforms.
  • Content development & posting frequency: Learn the best type of content and the recommended posting frequency for the most popular platforms.
  • Audience interaction & engagement: Uncover new ways to communicate with your audience.
  • Leverage graphics, video & live streaming: Explore the most effective use of visuals to improve customer response.
  • Organic social media analytics, KPIs, & ROI: Learn how to measure the effectiveness or your posts.

Module 6 - Drive Leads & Sales with Paid Search

Understand the concept of a paid search prior to making an investment, and explore how paid search strategies are instituted and measured.
  • Drive leads & sales: Discover why an investment in paid search may be worth it for your organization. Review the structure of Google search pages.
  • Campaign setup: Learn the requirements of launching a campaign.
  • Keywords: Examine how keyword intent and match types can enhance or detract from campaign success.
  • Creating the ad: Create a compelling ad and call-to-action that aligns with your objectives, and understand how the Google Quality Score affects performance.
  • Landing pages: Learn how to layout landing pages that work.
  • Measure & optimize performance: Discover how tracking performance and modifying elements will improve the results of your ongoing investment.

Module 7 - Data & Analytics

Learn how to align data and analytics with business objectives and outcomes.
  • Analytics assumptions & data foundations: Dispel myths around analytics and see the data cornerstones on which businesses should focus.
  • Apply data to business outcomes & information to revenue: Uncover how to interpret data in a way that's meaningful to decision-makers.
  • Turn KPIs into action: Move KPIs from intangibles into actions that can be tracked.
  • Make sense of attribution: Understand the difference between first, last and linear attribution. Analyze the effect that multiple touchpoints have on web conversions.
  • Examine behavioral factors: Examine how raw data ignores human behavioral factors and how you can tie behavioral influences to online actions.

Module 8 - ​​Digital Transformation

Gain practical ways to bridge gaps between marketing and other functional areas that will impact digital transformation and benefit the entire organization.
  • The necessity of planning: Understand the importance of completing a thorough plan before platforms or initiatives are launched to maximize buy-in.
  • Build a specification: Uncover the necessity of building a spec before creating a Request for Proposal and how this step can help you gather quotes that are competitive and thorough.
  • The necessity of process: Learn why process is a critical element of digital transformation and the long-tail effect of the institution of digital practices.
  • The necessity of community: Discover how to build relationships that support the success of your digital strategies through collaboration with other functional areas.

Capstone Project: Your Digital Marketing Portfolio

​During the program, you work through projects most important to you and your company and develop plans to utilize your new skills. As you document each step, you’ll create your own toolkit and Digital Marketing Portfolio to organize your findings and identify the key actions needed to accomplish your goals for ultimate success.​

​Program Instructors & Content Experts

​​The esteemed faculty serving as content advisors and instructors for the course are recognized experts in their fields. Whether their contributions come through teaching, creating innovative materials, mentoring students, or advising on course content, they bring a unique blend of vision, inspiration, and practical skills. Together, they challenge your thinking, enhance your performance, and help you excel in your role.

Sue Grabowski​

Sue thinks big and then executes her vision. As the CEO at Desidara, she has built a team of designers, web and multimedia developers and writers that help organizations from small businesses to Fortune 500 companies communicate effectively. Clients include Danone North America, Erie Insurance, The Timken Co., Morgan Engineering, Akron Children’s Hospital and The Schroer Group.

Sue recognized the traditional advertising agency model was shifting and that many of the opportunities online and digital communications offered shouldn’t just be add-ons to her business. As a result, she aggressively restructured her agency, changing not only the company name but also its specialties, skills and client models to get ahead of the trends.

In recent years, she partnered with a tech expert to launch Squawqr Mobile Media, which is a technology platform that transforms data into web apps for public companies, small businesses, academia and nonprofits.

Matt Bailey

With more than 20 years in the online marketing industry, Matt excels in combining his marketing background with programming know-how to help companies create comprehensive strategies that improve web presence and conversions. Matt was an internet entrepreneur in the early '90s, which led to his development in SEO. After selling his first venture, he worked as a software engineer and then built the online marketing departments at two agencies.

Matt founded SiteLogic Marketing in 2006 and gained immediate attention in the industry, catapulting SiteLogic as one of the top online marketing agencies. He has taught at companies including Google, Experian, Microsoft, Disney, Proctor & Gamble, and IBM, and has worked with a vast and widely-known clientele. He’s authored books including Internet Marketing: An Hour a Day, Wired to be Wowed, and Teach New Dogs Old Tricks.

Sharon Goldmacher

Sharon is a veteran in the marketing and public relations industry, beginning her career in Atlanta in 1987. She develops integrated, results-focused marketing, PR and digital campaigns for clients in real estate, community improvement districts, food/beverage, professional services, sports, nonprofits and technology. Completive by nature, she created communications 21 in 1992, at the naïve age of 28, to see if she could do it. Within the first two years, she won the DeKalb Chamber’s Stargazer award for “Small Business Start-Up of the Year” and the Young Advertising Professional Award presented by the Atlanta Ad Club. In 2013, she won Business to Business Magazine’s Woman of Excellence award. Over the next 28 years, the company has garnered 80+ awards for its campaigns.

David Holt

David has a 20+ year history of selling and servicing premium brands locally, nationally and globally to discerning clients for category leaders in bespoke hospitality, luxury real estate, global corporate housing, wine country catering, and marquee names in finance, consulting, technology and the modern workplace movement.

Always the "client insight guy" at any company he's worked for, David has often been the leader of the client experience team. His current role is Vice President of Client Experience at Garten, Inc. where the customer journey of all Garten clients coast-to-coast rolls up to him.

David's past clients elsewhere include the majority of "Fortune 100" accounts as well as start-ups in every stage of development. The art and science of business storytelling in relation to the Customer Journey is David's area of expertise. This includes the RFP process, onboarding new clients, growing existing business, and retaining at-risk accounts through a joint effort with C-level client leaders, Venture Capitalist investors, Equity Finance Firms and a playbook of Marketing resources. ​

Brandon Walton

Brandon is an active cloud-computing technologist, consultant and business instructor with more than 10 years in assisting businesses with digital adaption. He has developed corporate training curriculums for enterprise clients including Microsoft, Amazon and TD Bank. Brandon currently manages a Sales & Marketing firm specializing in implementing Cloud CRM Solutions. He is also a Salesforce 2020 Marketing Champion and speaker for user groups and regional events.

Some of Brandon's attributes include: 4x Salesforce Certified Consultant (Pardot, Salesforce Admin, Sales Cloud); W3 Schools Certified JavaScript, HTML & CSS Developer; Adjunct Continuing Education Professor: Workforce Development – South Sea; Microsoft Partner Learning Community Contributor: Speaker & LMS Developer; Awarded Salesforce Marketing Champion 2020.

Leah Knapp

Leah is the Senior Director of Hilton Grand Vacations and oversees the content marketing strategy. She has more than 20 years of experience developing and executing on public relations, social media and digital marketing campaigns in the education, financial services and hospitality industries, primarily for Fortune 500 and other publicly traded companies.

​Leah is a storyteller at heart and strongly believes that the best content marketers know how to marry the art of storytelling with the science of data and measurement.

Stephene Klein

Stephene Klein is a trailblazer whose academic and professional journeys stand as a testament to her relentless pursuit of excellence. She holds three master's degrees - an MBA, MPH, and MPHA - from Everglades University, Boca Raton, FL, where she graduated summa cum laude, marking her place at the pinnacle of her class with an unrivaled 4.0 GPA. This academic titan not only delivered the Graduate Commencement keynote address, inspiring a crowd of over 1,000 attendees, but she is also a notable faculty member guiding the next generation of leaders. Her profound insights and wealth of knowledge have shaped countless C-suite executives, fostering excellence and innovation on a global scale.

Outside of academia, Stephene has consistently made a global impact. She is a Gold Medalist, Storytelling Writing Award Winner (2024), and the recipient of the Global Vision Award for Brand Strategy (2023). She was also the featured cover story of South Florida Magazine (2021), and has etched her place in the global business echelons. Her dynamic role at Zschool, saw her spearhead over 500+ Advisory Board meetings, annually, shaping the strategic direction for over 10,000 CxOs and senior executives worldwide.

With 20+ years of award-winning business development and engagement marketing experience, coupled with 15+ years of senior leadership roles, Stephene consistently drives sustainable revenue growth for leading global companies. Her extensive experience across multiple domains, including sales, marketing, and partnerships, and her well-established global network, position her as a catalyst for success in complex business environments.

Tiffany Craft

Tiffany Craft is a global business leader specializing in international expansion, strategy, marketing, and advertising. She has successfully driven growth for brands like Calvin Klein across Latin America, Asia, and Europe, leveraging cultural insights to boost international revenue.
​
With expertise in strategic partnerships, retail, media, and entertainment, Tiffany has developed innovative marketing initiatives that enhance brand engagement and visibility. Her ability to merge traditional and digital strategies has led to award-winning campaigns and impactful business growth. Tiffany excels in fostering partnerships, leveraging digital innovation, and integrating AI to enhance efficiency. A sought-after speaker and mentor, she champions a culture of belonging and strategic transformation in global business.​

​What others say about the Digital Marketing Program...

"This was an excellent program for me as a manager to understand the scope of the digital marketing campaigns that my teams will be initiating with my help. I feel that after I have taken the program, I can talk about its merits to my partners in my non-profits. The last module on marketing analytics was very interesting to know how data can be presented in an effective way for stakeholders to make intelligent decisions. To me, this was a very exciting program. The videos were energetic and pointed me to resources I could subscribe to. Having this online, I'm able to go back and replay all the videos that I want to dive deeper into. I think that's a great benefit."
- Yvette N., Sr. Project Manager

​"I liked each of the modules. The speakers shared their expertise in a great way - easy to understand. The materials will be great assets going forward. The activities made me stop and think - but in great ways! Each module was great! Thanks to everyone involved in putting this program together! Great job!"
- Becky B., Vice President & Digital Marketing Strategy Manager

​"There were several topics and modules I personally liked but the ones handled by Sue Grabowski on Digital Strategy, Brandon Wanton on Marketing Automation, and Matt Bailey on Marketing Data Analytics & Content were outstanding. All modules really added value to my overall comprehension of what a positive impact a well-defined strategy as well as proper understanding of Automation/data analytics & content can do to for a successful digital marketing campaign. The overall content was way above my expectations, so congrats to the ones in charge."
- Dilson L., Sales Planning & Development Director