Marketing Certificate Course
Recommended Readings by Class
Students and association marketing professionals can continue to grow their expertise outside of class. Enjoy this list of helpful resources, organized by course topic.
Week 1: Digital Marketing Introduction
This class helps to build an understanding of the evolution of the marketing discipline. Students learn the marketing roles and how they are commonly allocated in associations.
Week 2: Systems and Data
The Systems and Data class will help students learn to collect and improve the quality of member, customer, and prospect data. Students also learn to select and integrate tools that deliver marketing results.
Week 3: Copywriting and Email Marketing
In the Copywriting and Email Marketing Course, students learn to create compelling personalized messages that drive response. We also discuss how to command classic copy techniques when writing for web, email, social, and video.
Week 4: Social Content and Marketing
The Social Content and Marketing course discusses how students can extend content and engagement beyond the web. Learners should understand reasonable social business goals and paid social approaches.
Week 5: Paid Media Marketing
In the Paid Media Marketing section of the course, students learn to extend promotion beyond email. We discuss simple ways to enter paid media channels.
Week 6: Content Strategy and SEO
In Content Strategy and SEO, students gain an understanding of the role of content in the association value proposition. The class explores SEO factors and how to increase organic traffic to your association websites.
Week 7: Content Marketing and Automation
Week 8: Analytics and Dashboards
In Analytics and Dashboards, we discuss how to build a test-and-learn approach informed by quantified observation. We learn to unite data into a single view of marketing performance.
Week 9: Strategy and Resources
In Strategy and Resources, we discuss how to set long-term objectives and aligning the organization resources needed for success.
Week 10: Digital Marketing Recap
In the final class of the Association Digital Marketing Certificate Course, we review key elements from all classes. Students gain an understanding of how to access materials in future.