Digital Marketing Certificate Program
This certificate program prepares students for developing, or re-engineering, a modern marketing plan by leveraging new developments in the digital marketing mix based on Benny Traub’s ‘Golden Funnel Formula’.
The Golden Funnel Formula leverages principles of relationship-marketing and is based on the common-sense premise that people would rather do business with people they know.
The strategies and tactics in the formula are designed to attract, capture and cultivate new relationships using the major digital platforms, then maximize conversions by including marketing automation to reduce manual labor and move prospects through the sales funnel with minimal effort.
The formula separates the marketing mix into five major components, briefly described below.
The course also includes a foundational module which covers targeting, accountability, and conversion rate optimization.