Why study Digital Marketing?

In industry, marketing endeavors can be described across four inter-connected categories (reference Appendix A for additional detail):

  1. Strategy + Analysis: Understanding buyer values and decision-making processes; brand positioning; outcome driven innovation; and inclusive and intercultural engagement.
  2. Planning + Design: digital content strategies, brand identity, sales team engagement, integrated marketing programs.
  3. Execution: Leverage engagement channels and tech platforms to distribute digital content using digital platforms and properties, interactive digital strategies, and technology, and leveraging digital behaviors to achieve digital sales.
  4. Assessment: Conduct program analytics using digital behavior-based business analytics insights to implement communication program changes; and integrate findings into eCommerce processes and technology platforms.

This core coursework for this certificate consists of 4 courses (8 credits) and addresses each of these categories. The elective course options (4 credits) enable a student to deepen their focus in a specific category or continue their studies across multiple category categories. This philosophy is consistent with how marketing professionals experience their careers; and consistent with the MS Marketing program’s philosophy to enable student to be intentional with their coursework and design their studies to achieve a specific goal.

Admission Requirements

  • Current résumé
  • Essay (you can preview the essay for your program by starting an application)
  • Scanned transcripts
  • Contact information for one or more references who will provide letters of recommendation electronically. If you are currently in a graduate degree program at Lindner and want to use a recommendation from your previous application contact your advisor for assistance.
  • International applicants will need to provide TOEFL or IELTS scores

The certificate will be open to all UC graduate students in good standing. However, members of the community with baccalaureate degrees can also apply. In general, successful applicants will be expected to have a GPA of 3.0 or higher in their undergraduate program. Transcripts will be required. Additional factors that will be considered are the applicant’s experience level, and prior graduate education, if any. Applicants will not be required to take standardized tests for admission to the certificate.

Although the credits from the certificate can be subsequently applied towards a graduate degree program, admission to the certificate does not imply admission to the degree program. Students who wish to earn a graduate degree in addition to the certificate must apply, meeting the then current admission criteria for admission into the degree program. A student’s performance on the certificate courses will be considered when making an admission decision to the degree program.

Packaging our existing graduate courses in this Digital Marketing Certificate will enable UC to maintain competitive market position in (1) perception of expertise in digital media marketing and (2) alignment with Cincinnati’s national profile as a source for digital agencies and prospective employees. Importantly, this certificate will align with the Digital Futures Initiative on campus. Upon completion of the Graduate Certificate in Digital Marketing, marketing professionals will be better prepared to lead their organizations using contemporary digital marketing strategies and proven decision science theory and practices.

The University of Cincinnati and all regional campuses are accredited by the Higher Learning Commission.

Contact Information

Dianne Hardin
2390 Carl H. Lindner Hall
2906 Woodside Drive
Cincinnati, OH 45221
(513) 556-7384

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Program Code: 22GC-DM-GC