Center for Adult and Continuing Studies

Through hands-on Strategic Digital Marketing Playbook assignments, participants apply course concepts to real-world business scenarios and build a portfolio of practical work. AI is integrated throughout the course to support research, content development, campaign optimization, workflow automation, and data-informed decision-making.

• Use generative AI tools strategically to strengthen digital marketing research, content, personalization, and decision-making.
• Apply search engine optimization and paid search techniques to improve visibility, acquisition, and campaign performance.
• Use Google Analytics 4 and marketing data to evaluate performance, identify opportunities, and guide decisions.
• Develop effective email, social media, content, and marketing automation strategies using industry-standard tools.
• Create a cohesive, data-driven digital marketing strategy aligned with target audiences, business goals, channels, and measurable outcomes.